When your male friend suddenly walked into the beauty shop and asked, "Boss, are there any space left? I have a spa (spa), and my face has been a little dry recently." What is your first reaction?
Surprise? Awkward? In people's stereotype , men's behavior of beauties seems to be the only thing that hair transplant and teeth correction. I never thought I would go to a beauty shop. But with the progress of the times, boys care more and more about themselves.
The pursuit of beauty has never been a patent for women, nor is it an act that modern people have. In the high school textbook, "Zou Ji's Mocking of King Qi's Advice", the beginning of the two big men are secretly comparing beauty, and after the comparison, they still want to go home and ask who is more beautiful.
In fact, Chinese men have always been on the road to love beauty. Since the men's beauty market surpassed South Korea in 2017 and became the number one in Asia, it has begun to accelerate.
once had a list of consumer market value that flooded the screen, including women, children, elderly people, pets, and men from high to low. But interestingly, statistics as of the end of 2020 show that the proportion of male online shopping users for , whether it is PC or mobile, is higher than that of females. , and the number of male consumers in the live broadcast room soared, with a year-on-year increase of 205.4% in 2020 alone, far higher than the 111.1% year-on-year increase of women.
around 20:00 every day, it is the prime time for these "expendable men" to watch live broadcasts.
What’s more interesting is that in 2018, the growth rate of lipstick consumption by men in my country was as high as 278%. More and more men have begun to use lipstick, eyebrow pencil, sunscreen and other more exquisite cosmetics. In addition, in lotion creams and cosmetics, men have also begun to pursue their own exclusive products.
In the past, the reason for men to wear makeup might be professional needs or to attend important occasions. However, in addition to refreshing and covering up problem skin, men to wear makeup is more about pleasing themselves, especially young people today. When men pay attention to "beauty", their consumption level seems to be no weaker than women at all.
According to a research report from the beauty industry in KMT, the core consumers of can be divided into four sects. is which pays attention to the purchasing channel. is more ; 2 is who cares about celebrity endorsements. is . 3 is novice , which pays attention to the authentic beauty. : The two sects, namely reputation and novices, are mostly women, and the handsome men who care about authentic products are naturally all men. However, women who have always bought and bought are still better than men in terms of cost-effectiveness.
In order to better reflect consumption levels, we have introduced the concept of TGI index to represent the corresponding consumption levels of the four major schools in the beauty industry. When the TGI is greater than 100, it means that the proportion of consumers at this consumption level is greater than the overall average. The larger the value, the more consumers at the corresponding consumption level.
We only retain the part that corresponds to the most consumers at different consumption levels, that is, the part marked with the numbers in the figure below.
Through data processing, we can see that most of the novice students with low consumption levels are, most of the word-of-mouth students with medium consumption levels are, while higher consumers are more concentrated in the comparative and handsome men, among which all the handsome men are men. If you compare the comparison with the word-of-mouth and novices, the proportion of men will be relatively more. So comprehensively compares that among the high-consumption groups in the beauty industry, there are more men.
Comparing the sales data of beauty products in Taobao live broadcast room, Shanghai exquisite boys' consumption level definitely occupy the C position. The exquisite boys in Hangzhou can occupy a place among the four super first-tier cities and rank ahead of Guangzhou and Shenzhen, which is inseparable from the dividends brought by the e-commerce capital.
In addition to cosmetics, men also like medical beauty projects.
2019-2021, the growth rate of male medical beauty consumers was ahead of the growth rate of female medical beauty consumers for three consecutive years. In 2021, the growth rate of male medical beauty consumers reached 65%, 6 times the growth rate of female medical beauty consumers. also includes many people born in the 1995s.
When young men's consumption potential is gradually released, they begin to become passive to active.From the past when we only focused on hair transplantation and teeth correction, to now, we are paying more and more attention to facial care, wrinkle removal, face slimming, whitening and rejuvenating skin, all of which have been arranged. Even the post-90s generation has to sigh that the post-95s generation lives so exquisitely.
Why in recent years, more and more boys born in the 1995 have begun to actively embrace medical beauty? There may be three reasons for : , one is the improvement of consumption level; , two is the improvement of social inclusion; , three is the innovation of sales channels. Especially the third item, when more and more celebrities and public figures enter the live broadcast room and become opinion leaders leading the trend of male beauty consumption, the "male beauty" market has become an upward force that cannot be underestimated.
Although the data in 2021 shows that men's consumption amount and willingness to medical beauty are not as good as women, it can be seen that the gap is not big. As men's acceptance of personal image management and appearance improvement concepts continues to increase, the willingness of medical beauty projects to consume will inevitably be continuously stimulated.
The rise of male beauty awareness has gradually released the male beauty market and attracted many brand owners to join the market and seize market share.
Although market competition among the male beauty market has gradually intensified in recent years, there are few product types, serious homogeneity, lack of personalized characteristics, and lack of exclusive beauty stores. This is embarrassing for men, and brands still need to further expand their subdivided needs and application scenarios for men. If men's demand for exquisite skin care and beauty can be used as a new consumption growth point, it can drive the more refined development of the beauty market. The release of consumption potential and the entry of more brands will also inject new vitality into the development of the industry.
There is nothing wrong with actively pursuing beauty, but everything must have a degree. There is a very interesting study, which is a "high heel curve", which objectively reflects the relationship between appearance and income.
also has a "degree" in terms of beauty. Before reaching this "degree", beauty helps increase income; but after passing this "degree", the increase in beauty will weaken the premium of beauty, and income will not increase but decrease.
So pursuing the beauty of appearance is OK, but a life that can grasp the "degree" will be richer.
Reference materials:
1, Zeng Xiangquan, Hu Wenxin, "How important is it to be good-looking? - Analysis of the impact of appearance on income and mechanism", "Journal of South China Normal University (Social Science Edition)", Issue 3, 2019, pages 84-92
2, "2022 Annual Insight Report of China's Medical Beauty Industry"
3, "2020 Baidu Beauty Industry Research (Crowd)"-2020
4, "Research on the consumption trend of male groups" Suning Financial Research Institute 202004
5, "Taobao Live Male Consumption Report" Alibaba Research Institute-202104
6, "Current Situation and Trends of Chinese Male Beauty" Market Research-2022
7, Guo Jiqiang, Fei Shulan, Lin Ping, "The more beautiful you are, the higher your income? - On the "high-heeled shoe curve" of appearance and income" Economics (Quarterly) 2016 (1): 147-172
Data News Editor: Wenli
New Media Design: Miao Qihui
Proofreading: Wu Xingfa
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