If you assume male Chinese customers rank low on advertising and marketing precedence lists, assume once more. The spending energy of feminine Chinese customers has usually taken priority, however all that is about to vary.A report printed by Deloitte and SECOO revealed that Chinese male customers had surpassed girls in phrases of on-line luxurious purchases. The fast enlargement of China’s wealth has given rise to the ’mass prosperous male class’ (MAC), with huge buying energy.With over 723 million male inhabitants, this can be a development manufacturers can’t afford to disregard of their China advertising and marketing. Leading apps comparable to Xiaohongshu (or ’Little Red Book’) are already benefiting from this new wave of client behaviour.
Today, we check out this platform and its customers, earlier than exploring how manufacturers can capitalise on the burgeoning He-economy.What is Little Red Book?Traditionally a female-dominated platform, Little Red Book is penetrating the Chinese male market with superb success.As China’s most trusted social buying platform, Little Red Book is a necessary app for content material advertising and marketing in China. Known as Little Red Book (or just “Red”), it’s primarily based in Shanghai and boasts over 300 million customers.The platform provides a singular mix of extremely visible user-generated content material, influencer promoting and an exceptionally engaged on-line group. With over 70% of customers born after the Nineties, Red is an important approach to attain Chinese Gen Z customers.So why is Red vital to the He-economy?The male consumer group is rising quick. Men now account for a minimum of 30% of Red customers, with males sharing in sure classes (comparable to meals) up by 254% year-on-year.These customers could be divided into three teams: Young males in first and second-tier cities. Long-term customers of Red, many of them are bloggers in vogue, meals and journey. Young males in sinking areas – found Red by means of social media. Mature males in first and second-tier cities who discovered Red looking on-line. Male Chinese client behaviour is altering. The scale of China’s on-line males’s cosmetics and private care market has been estimated at almost 8.6bn yuan.As of May this yr, the proportion of male customers on magnificence apps reached 35.7%. And they’ve acquired spending energy. A blue ocean market for western manufacturers?Just like their feminine counterparts, males use Red to share all types of vogue, gaming and high-end magnificence merchandise.As a comparatively new development in Chinese social media, a number of key opinion leaders (KOLs) have quickly risen to prominence. For occasion, Junping Big Devil is one of the most well-known male magnificence bloggers in China. His Red content material (shared with over 2,255,0000 followers) focuses on reviewing and de-mystifying magnificence merchandise.With comparatively little competitors and few obstacles standing in the method of innovation, this can be a true blue ocean market alternative for western manufacturers.Campaigns enjoying with ’conventional’ masculinity have been notably profitable. As new creators comparable to Jia Zhang (who shares outfits, perfume and grooming ideas) more and more take centre stage – there are huge alternatives for the proper manufacturers.Harnessing the he-economy: male client psychologyTo harness the energy of the he-economy in your China advertising and marketing, a agency understanding of male Chinese client psychology is vital.So, what precisely do males need? For male customers, the definition of ’private worth’ is increasing – overlaying not simply job stability and earnings, however religious progress and private self-worth. Young males are treating themselves extra. Luxury clothes and skincare perceived as enhancing high quality of life are extremely prized – which means that high quality merchandise are important. With the rise of social media, buying is changing into a by-product of social life. This ’social consumption’ is expressive of general aesthetics and attitudes – with male magnificence merchandise notably benefiting. Brands with excessive social cache are performing effectively, while objects comparable to cigarettes, alcohol and automobiles are lessening in significance. The pursuit of a high quality, wholesome life-style is vital for male Chinese customers. Overall, greater private earnings (making the seek for high quality merchandise doable) is a key driving drive behind these male client developments.Capitalising the alternatives nowThe client wants of the he-economy are simply beginning to emerge – making this an extremely thrilling China market to observe. The stress for modern, social presentation will proceed, which means that gaming and luxurious manufacturers (particularly in magnificence, sports activities and footwear) are anticipated to revenue.Ultimately, manufacturers that may efficiently cater to the new male client psychology will reap dividends. And Little Red Book must be a key element of any Chinese advertising and marketing technique.For statistics, purchaser journeys and sensible promotional recommendation, obtain our Little Red Book information. With a agency understanding of the platform, you’ll join with Chinese customers and supercharge your campaigns.Michaela Zhu, advertising and marketing trainee at Emerging Communications, with editorial enter from head of planning Rocky Chi.