Lack of knowledge and skills, beauty-loving Chinese men's cosmetics market has great potential
Nearly half of Chinese men are willing to keep up with fashion trends, and the proportion of men who want to look younger is among the highest in eight countries in the world. There was once a post that caused a lot of controversy.
The general idea was that compared with Chinese women's body management and makeup management, Chinese men were 'absent from class' too much, and there was often a big gap between their appearance and the other half. Is this really the case? Recently, the Cato consumer index targeted a total of 2.
5% in 8 countries around the world. 20 thousand male interviewees conducted a survey and found that the pain point of Chinese men was the lack of knowledge and skills. In other words, the cosmetics market has great potential. Judging from the average level of eight countries in the world, 32% of men think they should follow the fashion trend, while in China, the proportion is as high as 45%. At the same time, compared with the global average, Chinese men are more eager to look youthful. But preference is on the one hand and action is on the other. Statistics show that only 8% of Chinese men say they are spending time managing themselves, far below the global average of 29%. According to Ashley Kang, head of beauty makeup in Asia of Kaidu consumer index, this means that Chinese male consumers lack corresponding skills and knowledge, and consumer education is still on the way. For example, perfume is a typical example. Globally, the proportion of men using perfume is 26%, while in China the proportion is less than 5%. But in fact, for most Chinese men, it is very important to clean themselves up and maintain a good natural state. Toothpaste, shampoo and razor have penetration rates of 100%, 99% and 74% respectively, showing the success of Brand brand consumer education in the field of personal cleaning products. Chinese men also have their own care preferences. For example, about 10% of men in the world use cream, compared with 64% in China; The global average of facial cleanser is 25%, and the proportion in China is as high as 63%. According to Kato's analysis, this shows to some extent that Chinese men are more concerned about uneven skin color and insufficient skin firmness. The brand's introduction of new products such as anti-aging and whitening may impress Chinese male consumers. Brands can have greater confidence in the Chinese market, and the willingness of Chinese men to consume beauty is constantly improving. In 2015, only 17% of Chinese men were typical consumers in this field.
Two years later, the proportion rose to 21%. In particular, 20% of male consumers are more willing to spend a lot of money on beauty products than others to make themselves look younger. Interestingly, not all men in all countries care about whether they look young. In Britain, the proportion is only 23%, while Italy, which is also Europe, is as high as half. Although German men only rank among the bottom four in the world in terms of whether they are young or not, they are especially generous in their personal care consumption, with nearly 70% of the interviewees expressing their willingness to spend money on beauty products. At the same time, only 10% of American men and 11% of French men are willing to further invest in personal care. Compared with such countries, China's male beauty market is still promising.