By admin*
In recent years, consumer awareness of men’s care has risen, and the market space is enormous. According to Euromonitor International, the China men’s care market is experiencing steady growth and is expected to exceed 15 billion yuan by 2025.
The men’s care industry presents five trends:
1. The development of the industry is still at an early stage. Although the number of consumers who buy men’s care products has significantly increased, the current volume is small, and there is still much room for growth.2. Consumers are not only men with needs but also women. This product meets the needs of “love gifts” and “mature wife family care,” both becoming one of the main consumption groups.3. Businesses pay more attention. This year, Tmall Double 11, the number of men’s care products and merchants has reached a new level, and many businesses have started stocking up and operating early.4. Challenges accompany opportunities. In recent years, new brands have emerged, more male care needs have been discovered, and many international brands that initially focused on the female market have expanded men-product lines.5. The traditional recommendation model is more suitable for women’s emotional consumption needs, and a series of marketing methods for men’s consumption habits are being valued and improvedIn this year’s Double 11, the entire men’s care industry was more prepared, the number of participating merchants was more significant, and the volume of high-quality goods proliferated. In the past, the men’s care business could have been better at membership operation, and the frequency of brand broadcasting could have been higher. However, since the beginning of this year, the broadcasting rate of quality sellers in the industry on Tmall has reached 70%. During the Double 11 period, a self-broadcasting ranking competition was exclusive to men’s care brands. Merchants are more willing to invest in self-broadcasting and membership. In the past year, nine men’s care brands on Tmall have exceeded 100 million yuan in sales; This year, Tmall’s 618 men’s grooming transactions increased by 20 times.
Around 2006, many scholars began to pay attention to the demand for men’s beauty care products. It was mentioned that the need for men’s beauty cosmetics was increasing then, and each significant cosmetics brand launched men’s cosmetics. However, compared with the international fashion trend, Chinese men’s beauty was still in a stage of consumption guidance and enlightenment. Every year, 30 million men buy skin care products on Tmall, and there are 40 million potential consumers to be tapped. The proportion of new customers reaches 70%, and many are directly transferred from beauty and skin care. They will be more willing to buy “men’s only” products when the quality is good.This year’s Double 11 Tmall has added many lists related to men’s care. Men are more rational and have more purpose in shopping. Therefore, a more segmented and intuitive trend shopping guide is made on Tmall’s website, similar to the launch of detailed Tmall lists, Double 11 must-buy lists, to let male users have explicit reference opinions when searching for goods and help them make faster purchase decisions. At the same time, men have high brand loyalty. Once they recognize a brand, they will generally continue to use it and will be less affected by discount promotions. Males have a very high conversion rate, so it’s necessary to join the must-buy list and Tmall list to have a reference way.