Men in China, particularly middle-aged men, have a stereotype when it comes to grooming. It’s also not particularly attractive. Fat, bald, and wearing a white undershirt hiked up to display an expectant mother’s tummy. Not quite what you’d expect from a beauty-market fantasy.
As a result, they’ve been mostly ignored in traditional marketing images and narratives for a long time. However, you are erroneous if you imagine that male Chinese buyers are low on marketing priority lists nowadays. The purchasing power of female Chinese customers has long been overlooked. But that is about to change.
Future-oriented Market Change
A report published by Deloitte and SECOO revealed that Chinese male consumers had surpassed women in terms of online luxury purchases.
The rapid expansion of China’s wealth has given rise to the ’mass affluent male class’ (MAC), with massive purchasing power.
By 2022, the global market for male personal care could reach $166 billion, according to Allied Market Research.
With a population of over 723 million men, this is a trend that marketers can’t afford to overlook in their China marketing. Several key opinion leaders (KOLs) have quickly come to prominence in Chinese social media as a relatively new trend.
Junping Big Devil, for example, is one of China’s most well-known male beauty bloggers. His Red Little Book material (followed by over 2,255,0000 people) concentrates on evaluating and demystifying beauty products.
Market innovation and desire
With relatively little competition and few barriers standing in the way of innovation, this is a true blue ocean market opportunity for western brands.
Brands with a strong social cache are doing well, whereas products like cigarettes, alcohol, and automobiles are losing favor.
The quest of a high-quality, healthy lifestyle is extremely important for male Chinese clients. The needs of the he-consumer economy are only starting to emerge, making this a fascinating China market to watch.
These tendencies are especially visible among the country’s tech-savvy Millennial and Gen-Z populations, who have enthusiastically absorbed little pockets of consumerism from other areas of the world, as a means to show their independence through the internet. Furthermore, many people are prepared to pay a premium price for it.
Let Us Help You!
What’s our advice :
It is almost time for a major shopping event for Chinese people, known as the Double 11 event. It is the biggest online shopping day in the world, which occurs on November 11th, helping e-commerce giants like Alibaba to rack up hundreds of billions of dollars on a single day.
Women’s purchasing power used to be a feature of this event. However, as the “he-economy” has grown in importance in recent years, businesses may wish to take advantage of this potential.
