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With the increase in spending power and the arrival of the “Yanyuan era” in recent years, the demand for males has become more intense, and the concept of women’s total occupational consumption is changing. From the perspectives of clothing, food, housing and travel, Men's fashion consumption is welcoming the best times.
Personal care - increased market for men's market
In recent years, the growth rate of China's men's care market has intensified. According to Kay's research data, in the first quarter of 2016, the scale of Chinese men's skin care has increased to 3.2 billion yuan, and rapidly expanded to nearly 10 billion yuan at the end of 2017. It is expected that in 2019. The total market value will increase to 15.4 billion yuan.
On September 28th, Tmall officially released the "Chinese Men's White Paper", the report shows that the men's online management market has grown by more than 50% for two consecutive years. The number of grooming products used by men continues to increase, and the brand selection is becoming more and more high-end, preferring men's professional brands. The men's grooming market has been upgraded to be refined, professional and high-end, and has entered the golden age of management.
Refined|Be a refined pig boy
According to Tmall's big data, men still care about hair styling, perfume and antiperspirant. In Tmall only, the growth rate of these three categories was stable in 2018, maintaining a growth rate of 51%, 55% and 78% respectively. On the other hand, men pay more attention to “face engineering”, they start to use lipstick, eyebrow pencil, essence, sunscreen and mask. In 2018, the growth rate of Tmall men's eyebrow pencil, men's lipstick, and men's facial sunscreen was only 214%, 278%, and 145%, respectively. Compared with facial skin care, body care, perfume, head care and oral care, men's makeup has the fastest year-on-year growth rate of 89%.
Specialization | no wife's cosmetics
In 2018, only on Tmall, the sales of men's special facial skin care kits increased by 32% year-on-year. The sales of men's special cleansing milk increased by 51% year-on-year. The sales of men's special lotion cream increased by 114% year-on-year. %. There are more and more professional products for men's own traits and consumer needs.
High-end | face is very valuable
Another new consumption trend is that consumption upgrades are really “equality between men and women”. Men's grooming has a trend of high-end, and the average price of overall-oriented products has increased by 16% in the past year. However, as a whole, the high-end products of men's exclusive brands cannot meet their needs. Therefore, if you want to use high-end categories, men will directly choose to use women's high-end cosmetics brands.
Medical beauty - the male market is showing new growth space
In recent years, the development momentum of China's medical and beauty industry has continued to be strong and has maintained substantial growth for several consecutive years. According to the "2018 China Medical Beauty Industry Market Prospect Research Report" issued by the China Business Research Institute, the market size of China's medical beauty industry reached 136.7 billion yuan in 2017, and it is expected to exceed 250 billion yuan in 2020.
The Yan value economy has allowed the medical and beauty industry to have a broader market. Plastic surgery is no longer exclusive to women, and male acceptance of medical beauty has increased. At present, Chinese women are still the main force of medical beauty services, accounting for more than 80%. However, in recent years, men’s consumption of medical beauty has also increased year by year. The three most popular projects include nasal plastic surgery, skin beauty and hair. Planting. As the male consumer group continues to grow, it will become one of the important consumers in the medical beauty market in the future.
Beauty is no longer a patent for women. Paying attention to the quality of appearance and life is the first awareness of the rise of China’s “new gentleman”, and the “economic growth” has followed. In the past two years, on the platform of the Fair, more and more men's fragrance products have also emerged to meet the growing male consumer market.
Hangzhou Fuyang Sunshine Imp.&Exp. co., LTD.