Lei Jia, Research Assistant, Consumer Finance Research Center, Suning Financial Research Institute

In today's consumption era in Sheng Xing, it is generally believed that the main force of "chopping hands" is women. However, with the continuous improvement of men's purchasing power, a number of "prodigal men" have gradually emerged. Men's spending power is underestimated and is silently showing amazing purchasing potential.

evidence of the rise of the "other economy"

1. Online consumption of men has surpassed that of women

With the continuous maturity and advancement of technologies such as e-commerce, logistics and online payment, the convenience and efficiency pursued by male consumers have been greatly satisfied, which has also stimulated their desire for consumption to some extent.

According to the report released by Boston Consulting Group, the types and quotas of male consumption in China are increasing, and some male consumers in China have surpassed women online. At the same time, IAB China survey results show that 57% of the people in China are men and 43% are women, while 53% of the people in China are men and 47% are women. It can be seen that the number of men in online shopping groups exceeds that of women. Although there is still a big gap between men and women in terms of offline consumption, men's internet purchasing power has shown a trend of breaking bamboo.

2. Discovery of self-awareness and self-worth

3. Rise of high-end consumption

Among the middle class, the proportion of men is 63.4%, which is much higher than that of women. Single men with a personal net worth of more than 5, US dollars are the main consumers of luxury goods, and the "hardcore buyers" in Asia are largely from China.

men have also become the main group of high-end consumer goods. According to the "White Paper on Luxury Online Consumption in China", the proportion of men and women in online luxury consumers is 47% and 53%, but the unit price of men is 6% higher than that of women. Male users who spend three times or more are also 3% higher than female users.

4. Love for ahead of consumption

The continuous development of Internet finance has brought a large number of people who are ahead of consumption. In addition to using credit cards for advanced consumption, mobile payment for advanced consumption is particularly popular, and in the concept of advanced consumption, the proportion of men is much higher than that of women.

According to the report of Portrait Analysis Report of Loan Users, the male loan users are the main force of leading consumption, accounting for 78%, with an age distribution range of 2-3 years old and an average age of only 28 years old. At the same time, according to the "Double Eleven Consumer Lending Big Data" report released by Internet Finance Head Enterprise Lending Bao this year, in consumer lending, men account for as much as 65%, while women only account for 35%. It can be seen that compared with women, men prefer to spend ahead of time.

The consumption preference of "other economy" can be seen in the following three areas

1. Exquisite boy—-beauty cosmetics and sneakers

Beauty is a woman's patent, and everyone may have to change their views on this sentence. In today's era, beauty is everyone's patent, and the degree of men's beauty has risen rapidly. The consumption power released by exquisite boys' beauty and skin care products is enough to shock the market.

Taobao data shows that in the field of make-up, men tend to be younger when they buy make-up and skin care products, and boys born after 1995 become the most beautiful ones, and one out of every three boys who buy foundation is born after 1995. Foundation, concealer and eyeliner have become the most popular makeup Top3 for men on Taobao, and the consumption of male masks should not be underestimated. When men begin to pay attention to image, what else is there for women?

Different from female consumers, men don't like bags, but they have a soft spot for shoes. For the "sneaker slave", a pair of Air Jordan was the heart of male consumers in 85-95. According to the data of the National Finance Consumption Research Center, the average monthly income of single young people in 85-95 was about 1,-12,. The price of a pair of Air Jordan is about 15 to 3 yuan, and the price of sneakers exploded in the market is even higher, and it was once fired to 1, yuan.

The second-hand shoe market caused by this is also booming. Highsnobiety's "Observation Report on the Second-hand Footwear Industry" shows that the global second-hand sneaker market may have reached $6 billion. The domestic sneaker market has also reached $1 billion. China is already the second largest sneaker market in the world after the United States.

2. Fitness expert

Male consumers firmly believe that men's body management depends on fitness. According to Taobao data, men bought 9.3 million cans of protein powder and 6.3 million pieces of chicken breast on Taobao, which directly boosted the growth of chicken breast on Taobao this year.

In terms of fitness, not only should we eat healthily, but male consumers are also willing to open their wallets for fitness equipment. QuestMobile data shows that high-spending men are more interested in healthy sports and outdoor sports. The performance is that the purchase rate of related items is higher, and the active penetration rate in the sports and fitness and smart equipment industries is higher.

According to the study "The Age and Sex Structure of Sports Population in China" by the China Mass Sports Investigation Group, the ratio of women is obviously lower than that of men. The sex ratio of sports population in China is 179.17%, which is 75.83% higher than that of the total population in China at present. The title of fitness expert belongs to men.

3, game enthusiasts

As we all know, men prefer to play large-scale online games, and it is not uncommon to lose their girlfriends for the game. Almost every man will encounter a video game that he can't stop when he grows up.

According to the data of China Game Industry Report in 219, the marketing revenue of e-sports games in 219 was 94.73 billion yuan, up 13.5% year-on-year. Correspondingly, the scale of users has doubled from 22 million in 215 to 44 million in 219, which has been expanding for five consecutive years. In the 215 China Game Industry Report, male practitioners in the game industry have already accounted for 9%, and the number of male e-sports audience accounts for 75% of the e-sports audience. For F2P games, these 75% men have more willingness to pay.

The report points out that male players spend a lot of energy and money. They are willing to buy any form of game items, including virtual event tickets or related authorized peripheral products.

"Other economy" has become a dark horse in the consumer market, shocking the consumer market. In the future, it will seize the land of male consumption and bring a new growth point for consumption.