In the past few years, the media has turned this era into “her era”. It seems that in the Internet consumer environment, women have left men far behind and become the consumer power of the new era. In the early years, Wang Xing mentioned in Fanfou that the market value in the eyes of investors in the consumer sector, in descending order, is: women>children>elderly>dogs>men, and male consumption is the bottom. But is this really the case?
According to a consumption report released by Boston Consulting Group in 2017, Chinese men’s expenditure has exceeded women’s, reaching 10,025 yuan. The China UnionPay report shows that 23% of Chinese male users spend more than 5,000 yuan online per month, while only 15% of female users. This shows that the era of “other economy” is coming quietly. my country’s male consumption has undergone considerable changes in the types, quantity and quality of consumption, and has begun to occupy more and more voices in the market segment, and it is also paying more and more attention to the diversification of product appearance and functions. Male consumption The blue ocean is gradually taking shape.
The characteristics of “other economy” have begun to take shape in the electric shaver industry, and the following major trends are currently present:
1. Quantitative change to qualitative change, industrial structural adjustment
According to AVC online push data, the retail sales of electric shavers from January to October 2021 increased by 10.7% year-on-year, while retail sales fell 5.1% year-on-year. The decline in sales volume was mainly due to the hot overdraft last year, but this was only a temporary structural adjustment. The substantial increase in retail sales also reflected consumers’ pursuit of high-end electric razor products.
2. The trend towards high-end is significant, and product technology is upgraded
In the “other economy” market, men’s grooming needs are increasing rapidly. As income levels continue to grow, men’s demand for razors is no longer just for shaving. They are more and more concerned about charging battery life, body washing, and intelligent functions. In this context, companies have optimized products, technological innovations, and improved product functions. Electric shavers usher in a wave of price increases, with prices above 150 yuan increasing step by step.
3. Responsible for appearance, a must for travel on portable electric shavers
Electric shavers are just-needed products for men, and they must be used every day. Because contemporary young people have rich life scenes, many travel, travel, drive, and stay in hotels, they need to be able to use them anytime and anywhere, so the portability of electric shavers is more demanding. Traditional electric shavers are rigid in design, large in size and inconvenient to carry when going out. They can only be used at home. The improved portable shaver takes into account the characteristics of portability, fashion, compactness, and high-value appearance, and the use of scenes is also richer.
4. Use a gentle razor to quickly expand sensitive skin
Many men not only have oily skin, but are also prone to allergies and acne. These skin problems not only affect the personal image, but also make people crazy, every time you shave, you have to be extra careful, for fear that the acne on your face will suffer if you are not paying attention. JD.com Big Data shows that the search index for search terms related to acne muscle/sensitive muscle has risen by 1124%, and 70% of men hope that they will not hurt their skin when shaving and minimize skin irritation caused by shaving. At the same time, razors have become the TOP2 related category in the scene of acne muscles, and razors suitable for sensitive muscles should emerge spontaneously.
With the blessing of the “other economy”, the consumer prospects of the electric shaver market continue to be promising. Products need to insist on independent innovation and actively seek technological upgrades in order to successfully get out of the circle of conventional small home appliances.
Post time: Dec-02-2021