Buy 6 Thousand Of AJ In Monthly Income.

From the female economy, the town youth to the millennial generation, almost every group can be completely excavated by the capital market.

And at the other end of these consumer groups, there is a growing force that can not be underestimated. That is the relatively neglected "male economy".

Since last year, the "male economy" has taken the lead in the sneakers market. YOHO! BUY has quietly shipped the second hand shoe resale platform "UFO" on the bottom of its App, and the male economy has gradually entered our field of vision.

In the near future, a series of moves in the capital market, the "male economy" consumer market has been fully concerned, including the sale of the "monopoly" platform of the sports shoes, the completion of the new round of financing, the post investment valuation will reach one billion US dollars, and the second-hand electricity supplier on the line involved a sneaker market APP "Chuck" and so on.

For the "shoe slave", a pair of AJ is a good idea for male consumers in the past 85-95 years.

Buying AJ is like a conspicuous consumption. In their consumption view, different models of "AJ" are equivalent to the symbol of identity level.

According to data from the State Consumer Research Center, the average monthly income of single young people is around 6000-8000 in 85-95 years.

The price of a pair of AJ is about 1500 to 3000 yuan, and the price of the shoe that exploded in the market is higher, and it has been fired to 10000 yuan a pair.

When the "defeated man" is in progress

The "male economy" can also be called "his economy".

With the rise of fashion shows such as hip-hop and hip-hop in China, the awakening of self-consciousness among young male groups has begun, and they have begun to redefine their values, pay more attention to self collocation, and bring new opportunities to the consumer industry.

If you go back to the electricity market, who is the "male consumer" harvester, no doubt Jingdong, although Jingdong has been pformed into the supply of the whole category, but the Jingdong started by 3C electronics has a group of men behind it.

3C products are one of the most popular categories for male users, no less than female users.

According to the data released by Jingdong in 2012, men account for more than 60% of the 80 million registered users of Jingdong.

Nowadays, the aesthetic tastes and consumption trends of male consumers are more and more influential on contemporary business, and their power can promote the emergence of hot spots in a wider range.

How big is the market?

The number of male Internet: according to QuestMobile data, in 2018, the number of mobile Internet users in China has reached 590 million.

The number of single men exceeds women: according to the sixth census data, 20-29 year old single men are 22 million 600 thousand or 30-39 years old, and single men are 7 million 160 thousand or 40-49 years older than women. Single men are 3 million 930 thousand more than women.

Single people have given birth to single economy and otaku economy. They have more disposable time to spend on consumption and entertainment, and the marginal propensity to consume of single people is much higher than that of non single people.

Men's income and consumption level are higher than that of women: according to the research report released by Boston consulting in 2017, the types and amount of Chinese men's consumption are increasing, while on line consumption, men's average expenditure exceeds women's reach to 10025 yuan.

In addition, according to the 2019 China Women workplace survey released by Zhaopin, in 2018, the overall income of women was lower than that of men's 22%.

With the change of social division of labor, the definition of sex labels gradually began to blur.

In recent years, sports and leisure wind has spread among women, and women have become the main target users of sporting goods companies. Among them, the most obvious impact is in the sports shoes market.

According to billion euro understanding, the proportion of male and female users on the UFO platform is 6:4, and has always been the poison APP of "straight men gathering place". Some media claim that the gap between female users and men on the platform is shrinking.

We can see from these two platforms that most of the sneakers are female.

"His economy is also another derivative market in consumption upgrading.

After 90 years, the young consumers' attention to collocation, personalized and fashionable products can reflect their "attitude" more to them.

UFO chief, Da Kui said.

For men, their self-image management and aesthetic consciousness began to revive. Boys also needed "exquisite" life, and the boundaries of consumption continued to expand.

In addition to the traditional "male label" consumption for sportswear, cars and 3C electronics, the male consumer market in beauty, entertainment, beauty and other fields is also being opened.

Vip.com and Jingdong have jointly published the report on China's gender consumption trends. The report points out that the market for men's skin care products has reached the scale of ten billion yuan, and the total market value will increase to 15 billion 400 million yuan in 2019.

In addition, in many male consumer category users, users are not entirely male.

For example, clothing.

According to the statistics of the consumption sex ratio of a men's wear shop on the line, nearly 30% of the consumption orders come from women.

In combination with the above mentioned gender label ambiguity, there are two kinds of "men" besides male in the male economic market. First, some men's daily necessities are bought by their partners. Second, influenced by the neutral style, there are many women who love men's clothing in the market.

"We find a very interesting point: Girls buy boys clothes more quickly than boys, boys make 2 minutes, and girls are 1.5 minutes."

Men's clothing custom platform code founder Qian Baoxiang said.

How does he spend?

There is often a saying in the industry: "male consumers may be the most difficult consumers to be touched in the market."

But now "extensive" consumption habits are no longer equal to straight men, and their consumption attitudes have changed.

Rational consumption

Men's consumption is more rational than impulsive consumption of women.

It is said that women are more sensitive to price and bargaining, but they are also "price sensitive" among male consumers. But unlike women, they pay more attention to comprehensive cost performance and have a "balance" in mind.

"From our backstage data we can see that men are also sensitive to price.

It is mainly reflected in male users' integration, activity discount, postage, arrival time and so on, and there will be multiple platform comparisons to choose the platform with the highest cost performance.

Big Kui shares it with 100 million euro.

Strong brand stickiness

Men pay more attention to the taste and brand of products, and care about the added value hidden behind the merchandise.

In most men's clothing shops, you can see that there is a big difference from the women's clothing shop, that is, the styles are few and easy to match.

Although the frequency of male consumption is lower than that of women, the price per passenger is higher than that of women.

Men are satisfied with the brand after their first consumption, and their recognition and loyalty to the brand are higher than that of the female. Once the loyalty behavior is formed, the consumption behavior will become very simple "inertia consumption".

Qian Baoxiang believes that compared with women, it is easier to achieve male psychological expectations.

As for shirts, boys are satisfied with him as long as he is comfortable and comfortable.

But the same is true for women. The styles, designs, prices, colors and so on must be satisfied.

As a result, men have become the main force in high-end consumer goods.

According to the white paper on China's luxury online consumption, the proportion of men and women in the online luxury consumption group is 47% and 53%, but the price of men is 6% higher than that of women.

The frequency of consumption in the three and upper male users is also 3% higher than that of women.

Keen on electricity consumption

If the shopping center is the battleground of female consumers, then the consumption of electricity providers is gradually becoming a place for men to "lose their families".

People who often go shopping can see the obvious layout of "two sexes" in the shopping mall, and the proportion of female consumer stores (clothing, cosmetics, etc.) is far more than that of men.

Men usually have a strong purpose when they go shopping, but women are attracted by other exhibits in the mall even if they are shopping with purpose.

With the continuous maturity of technology such as electricity supplier, logistics and online payment, the convenience and efficiency pursued by male consumers have been greatly satisfied and stimulated the consumption desire of men to a certain extent.

Different age classes and different consumption categories.

When it comes to the consumption category of "women's economy", most of them focus on clothing, cosmetics and consumption. Most of them are relatively fixed. Even after adulthood, or with the new identity of "mother", they spend more money on clothing and beauty, plus a mother and child.

According to the prospective economic data, men aged 16 to 25 are mainly concentrated in sports, games, clothing and so on. The consumption category of 26 to 36 years of age begins to shift to 3C electronic products, automobiles, tourism, health care and so on. The middle aged men aged 37 to 50 have higher economic ability. The consumption of this age group is mainly concentrated on watches, luxury goods, automobiles, tourism and so on.

Compared with women, there is a big difference between male groups in different age stages of consumption, and category boundaries are stronger.

From the male population structure of all ages in China, young men aged 20 to 40 are more willing to consume and become the main force in the "male economy", and the consumers of this age group are more fond of "handsome, cool, damp" goods.

Male users in this age group have a more interesting consumption behavior, "the two sale of goods", which is mainly reflected in the high net worth sports shoes market.

Highsnobiety's observation report on the second hand footwear industry shows that the global secondary shoe market has reached US $6 billion.

And the domestic shoe market has reached 1 billion US dollars.

China is already the second largest shoe market in the world next to the United States.

Tai Kui introduced that men's two sales of sports shoes are mainly divided into initiative and passivity.

Active behavior is to know that this shoe has collectible value, the price is rising, and the price difference is to be earned; passive behavior is that it does not like or does not want to wear it again, it will hang on the corresponding platform to cash in.

Conclusion:

In this era of great change, social development is changing rapidly, and the market is changing rapidly. Every trend may be an opportunity.

The stereotype of male consumption is no longer suitable for men in this era. They have become the mainstay of the consumer market.

Compared with the similar "her economy" that has been carved up, perhaps "his economy" has greater imagination. No one knows whether he will become the next Jingdong.

Author: Xiao Lingyan