It is true that when it comes to the main shopping force, many people will immediately think of "prodigal women". In contrast, male compatriots seem to be synonymous with frugality. Even if they spend money, most of them are spent on their wives and girlfriends. Is this really true? Probably not. More and more evidence shows that the energy of the "other economy" is greatly underestimated, and the consumption power of male compatriots in many fields is constantly refreshing people's three views, even compared with female consumers. With the increase in income, career advancement and social status, the consumption awareness of the male group is showing a trend of awakening, and the pace of consumption upgrading is also accelerating, and the market prospects of the "other economy" will be unlimited. Because of this, we need to understand the male group, gain insight into their consumption preferences and habits, and then make a more targeted layout for the future. This "Men's Group Consumption Trend Research Report" aims to deeply analyze the consumption portraits of men, and try to give the nuggets of the "other economy" market. 1. The undervalued "other economy" Specifically, the underestimation of the "other economy" is mainly manifested in the following three aspects: First, men spend more online and are keen to spend ahead of time If shopping malls are the main battlefield for female consumers, then online is the position for male consumers. According to a research report released by the Boston Consulting Group, the types and amounts of Chinese men's consumption are increasing, and in terms of online consumption, the average annual expenditure of men exceeds that of women. The results of a survey jointly released by the Interactive Advertising Bureau (IAB) and IAB China show that the proportion of male consumers exceeds that of female consumers in Chinese residents whether they use PC or mobile devices to shop online. Some people joked that "these are all bought for the wife", but the Southwest Securities report shows that men have shown strong purchasing power in electrical appliances, clothing and other fields. In addition, male consumers have a high degree of acceptance of mutual gold products such as Ant Huabei and are more likely to spend ahead of time; according to the big data of advanced consumer groups released by Kakadai, young people aged 18-25 are the main force of advanced consumption. Among them It is dominated by men, with a proportion of 72.8%. Second, men are the backbone Phone Number List of high-end consumption Although the frequency of male consumption is relatively low, the unit price of their consumption items is not cheap. According to the relevant information in the White Paper on Online Consumption of Chinese Luxury Goods, the proportion of women in online luxury consumption is slightly higher than that of men, but the unit price of men is 6% higher than that of women, and the frequency of luxury consumption is 3 or more times. The proportion of males is also higher than that of females. In the list of the world's 50 most valuable brands ranked by Forbes magazine in the United States, "male-exclusive" brands accounted for nearly 10 places, and there were as many as 32 other brands with men as the main consumer group. According to the Blue Book of the World Luxury Report, the current growth rate of men's high-end product market in all categories has surpassed that of women.