Poison App, Chao... These Grass App Let Men Begin To Indulge In Buying, Buying And Buying.

As soon as new users sign up for "shoes App", they will start buying and buying.

After the "discovery" page has chosen the topic of interest, users will receive a new "special gift package" worth 520 yuan. They can buy various products on the platform, from Air Force 1 of Nike (Nike) to Adidas (Adidas) Yeezy coconut shoes and so on. This is just one of the ways that technology companies attract Chinese men's consumption.
Although Xiaohong and beauty pads have become the common interaction platform for China's net red and brand oriented Millennium generation female consumers, the application for men has not been well developed. However, as China's market for men's shoes and clothing continues to grow, a new fashion platform like App has become a must for male consumers. According to reports, poison App is China's largest platform for trading shoes. After the completion of the new round of financing this year, the valuation has reached US $1 billion and has entered the list of unicorns.
A large number of applications such as poison App, Nice, bullfight, Chao and so on are aimed at sharing, connecting and shopping platforms for interactive communities. Men's share in the Chinese consumer market is getting bigger and bigger. Those international brands who want to compete with local enterprises must understand how to use these channels to bring business opportunities.
　　 Awakening China's "other economy"
In recent years, China's men's wear market has continued to exert its strength, accelerating the pace of competition with the women's wear market. According to the forecast of Euromonitor, a market research firm, its scale is expected to grow from 78 billion 800 million US dollars in 2015 to US $92 billion 900 million in 2023.
The male consumer group was once in the bud. Today, the rise of this group has shaped the current "economy". Because of the growing size and disposable income of the middle class in China, the prosperity of the global street service market, and the continuous development of gender roles and the popularity of "little fresh meat" influenced by the Korean wave, it is only a matter of time before male consumption accelerates.
In 2014, the 22 year old fashion red Makwon began to share the costumes and pictures and find fashion inspiration on social networking applications Nice. At present, he has attracted nearly 250 thousand fans on the platform. 6 years ago, this application was originally a male fashion platform, but later the team expanded its content to tourism, music, sports, food, technology and other fields. Today, Nice has been working with Nike, Uniqlo and other brands, both of which have established official accounts on the platform.
Makwon, a stylist, said, "I will focus on some popular postings and take them as the inspiration for my work and my work." He claims to be not a shoe buff, but has already bought two pairs of Nike shoes on the platform, namely Ambush Air Max joint name and Air Max 98.
Building a consumer community
However, Nice is not the only business application that has been built up by interactive communities. Its competitors also include the "poison App" mentioned above and the "bull fight" launched in 2016.
These companies have been inspired from StockX, Grailed, Goat Group, Stadium Goods, Bump and other lucrative online trading platforms. StockX has built up billions of dollars worth of second-hand trading platform through Dongfeng Street clothing.
"These applications are particularly concerned about the growth of electricity providers and sales," said Maev Ma, founder and chief executive officer of Qumin, China's digital marketing agency. "Arnold" But they are not stereotyped.
Poison App pays attention to tide brand clothing, and Nice pays more attention to sneakers. The latter is essentially a "Chinese version of StockX" with social elements added. These three applications all take account of B2C and C2C services. Poison App also provides payment identification service. Users can make "shoes expert" to identify the true and false shoes.
At the same time, knowledge quiz platform knows that this year has just launched Chao grass planting community. It belongs to the category of the electronic business platform, but it has not yet opened up the function of the electricity supplier. In Maev's words, this is a collection of Taobao stores for minority groups.
Unlike international brands, Chinese enterprises will integrate the second-hand trading mode with men's shoes and clothes as the center of the local technology platform. In the small red book, WeChat, and YY, Ying Ke, pepper, a live broadcast and other live platform boosted, this kind of social based e-commerce mode has become the norm.
Like the little red book, Chao, bullfight, poison App three platforms enable content creators to add labels to posters, thus facilitating users to shop in applications. In addition, advanced AI algorithms can generate personalized push according to user interest and encourage them to interact with each other.
Shopping first, social networking second
In addition to targeting male users, Maev also pointed out that the biggest feature of Nice and poison App lies in their first business platform, followed by social networking applications, while Xiaohong book belongs to a platform that focuses heavily on social media.
For those brands who are used to marketing women's consumers in the little red book, different strategies should be adopted to attract users on the male oriented platform.
The above applications can be classified as social networking platforms. They are both online stores and content communities, and are suitable for brands that aim at the millennial generation and Z generation in China (but Chao is not included, and the app has not yet launched shopping functions).
Maev believes that because these applications are more inclined to business, rather than social media, they have some shortcomings in marketing. "Brands need other forms of interaction to enhance brand awareness," he said. He said WeChat can be used to attract consumers and establish brand affinity. Micro-blog and jitter are also indispensable platform for promotion: "there is no better platform for WeChat to carry out after-sales and pre-sale social media customer relationship management on earth."
But if a brand wants to find a targeted channel to attract Chinese men who love fashion costumes, a platform like Nice must be missed. Maev believes that for brands, they are even more important than WeChat and micro-blog.
"If you work in the field of tide card and street clothing, you must not miss these platforms."