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kevin Company is the general agent of European Jungbunzlauer Group in China, and is committed to promoting the use of its natural fermented raw materials in personal care. Among them, xanthan gum and erythritol are widely used in the field of daily chemicals and used in facial masks. The amount of xanthan gum is increasing year by year. The use of xanthan gum in products brings excellent stabilizers, and the fluidity and smoothness are very good, so that consumers can better accept the skin feel of facial masks, and the use of facial masks has also increased. . The difference in consumption between men and women is weakening. Don’t be surprised if you happen to see a young boy’s shopping basket with facial mask, sunscreen, and lip balm. Just like you should start to get used to girls’ shopping carts that can be loaded with large DIY furniture, high-tech digital products and outdoor equipment. According to a new report issued by the e-commerce platform Vipshop and JD.com, such a consumption phenomenon that escapes the inherent thinking has already formed a new trend. And now is the time to accept and understand it.
On June 14, on the eve of Vipshop’s 6.16 and JD’s 6.18 promotions, the two platforms used their big data advantages for the first time after cooperating on traffic portals and joint marketing, and jointly released a consumer trend insight report. . The report is titled "De-Gendered Consumption • China Gender Consumption Trend Report", with consumption upgrade as the background, put forward a new concept called "De-Gendered Consumption". "De-genderization" refers to the new trend mentioned at the beginning-the consumption difference between men and women is weakening. According to the report, if the post-60s, post-70s, and even post-80s have witnessed the nascent period of this trend, then the post-90s and post-95s who have gradually become the main consumerists are actually pushing this trend forward. To the climax. The emergence of new consumer concepts has led to a continuous increase in the demand for facial masks. Major brands are scrambling to promote new products. The main raw material, natural thickening xanthan gum, is favored by many engineers to ensure product quality and provide It has a broad formulation flexibility.
Men who love beauty also have them. For example, Tibetan boys like beauty and Shanghai boys like to buy incense.
Referring to the big data of Vipshop cited in the report, in the past three years, the number of male Vipshop users accounted for the proportion of total platform users, and among these male users, users who have bought men's clothing and beauty products The number accounted for 96%. And it is worth mentioning that menswear is the category that male users buy the most in Vipshop. Shoes, sports outdoor equipment, underwear and skin care products followed suit. This trend can also be seen from the product list of Vipshop's 6.16 big promotion: during the big promotion, facial cleanser, shampoo and other toiletries, as well as sports shoes, watches and other apparel products became the most popular among male users. Category.
Looking specifically at the menswear category, in the past three years, Shenzhen boys’ enthusiasm for fashion has increased day by day. In 2017, they became the most fashionable group of men in China. In the previous two years, male customers in Beijing have been the main force in buying menswear at Vipshop. When it comes to skin care and beauty makeup, from the perspective of product selection, in the past three years, sales of skin care products contributed by male users of Vipshop have grown rapidly, almost doubling every year. Among them, facial masks have become the champion products by virtue of sales and growth. And makeup products such as BB cream, lipstick, and eyebrow pencil are also on the hot selling list, and all have achieved sales growth of more than 120%. Everyone has the love of beauty, and the increase in the use of men's facial masks reflects the change in consumer perceptions
From the perspective of age and region, it is expected that cities with high consumption levels tend to have more men who love dressing and makeup. For example, Chengdu boys love luxury clothing and Shanghai men buy the most perfumes; and among them Nearly half of them are born in the 90s-just looking at sales data in 2017, 48% of male users who buy beauty are born in the 90s, and 43% of male users who buy men's wear are born in the 90s.
Interestingly, the purchasing power of "good things" in low-tier and remote cities cannot be underestimated. Regardless of whether it is beauty or menswear categories, there are almost no first- and second-tier cities among the top ten cities in terms of unit price per customer. In addition, it is important to point out that Tibet has three cities including Lhasa, Shigatse, and Ali that have entered the top ten cities with the highest unit price for beauty makeup customers. However, in addition to loving beauty, there should be some plans to "caring for the other half" in these expenditures on beauty, such as buying gifts for girlfriend or wife. The change of consumption concept has also played a certain role in promoting existing consumption. Kevin Group has accumulated strong comprehensive strength in the industry for many years. As the main development business of personal care products, xanthan gum and erythritol will be more widely used in more products in the future. Increase market share and visibility.
Time：2021-12-21
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