2024
8
China Marketing to Men Consumer Report 2024
2024-12-09T06:01:50+00:00
REP17CCB584_0CA1_4A1C_879F_0A69C2B02E3F
3695
177944
[{"name":"Marketing and Advertising","url":"https:\/\/store.mintel.com\/industries\/marketing-advertising"}]
Report
en_GB
The three key strategies for marketing to men are: begin with a strong brand persona, positioning it either as a heroic spiritual leader who provides encouragement and direction or as…
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  6. China Marketing to Men Consumer Report 2024

China Marketing to Men Consumer Report 2024

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The three key strategies for marketing to men are: begin with a strong brand persona, positioning it either as a heroic spiritual leader who provides encouragement and direction or as a relatable, everyday friend who offers companionship and support; tailor interaction methods by understanding men’s core experiential needs and aligning them with their interests to deliver impulsive and straightforward enjoyment; and, start with the perspective of values and beliefs to present diverse and appealing male images that inspire thought and reflection.

Anita Li, Senior Research Analyst – Consumer Trends and Lifestyle, China

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  1. Executive summary

    • Key issues covered in this Report
    • What you need to know
  2. Demographic overview

    • The overwhelming success of ‘Black Myth: Wukong’ has shown brands an opportunity to expand their male consumer base
    • Male consumers’ strong willingness to spend on their favourite IPs has driven impressive sales of co-branded merchandise for ‘Black Myth: Wukong’
    • Men’s financial situation remains stable, with signs of a slow recovery
    • Graph 1: financial status (men), 2023-24
    • Male consumers’ spending confidence remains steady overall
    • Graph 2: confidence in improving financial situation in the next three months (men), 2023-24
    • Men’s spending on healthcare, beauty, personal care and household care products has declined slightly over the past two years
    • Graph 3: sectors that consumers have spent more money on compared to last month – consumer packaged goods (men), 2023-24
    • Men’s spending on holidays and dining out has been on the rise over the past two years
    • Graph 4: sectors that consumers have spent more money on compared to last month – non-consumer packaged goods (men), 2023-24
    • Men experience a higher level of anxiety than women
    • Graph 5: anxiety status, by gender, 2024
    • The overall employment situation remains challenging, with growing pressure from both the economy and the job market
    • Graph 6: average weekly working hours for employees of enterprises nationwide, 2020-24
    • Graph 7: surveyed urban unemployment rate (%), 2022-24
    • Men’s emotional health faces numerous challenges, with financial stress being the most significant
    • Graph 8: causes of emotional issues, by gender, 2024
    • For post-90s men in their thirties, stressors are more prevalent and significant, particularly workplace stress
    • Graph 9: causes of emotional issues (men), by generation, 2024
    • Men in lower-tier cities are more profoundly affected by emotional stress due to economic and health pressures
    • Graph 10: causes of emotional issues (men), by city tier, 2024
    • Financial pressures have further exacerbated challenges in marriage and relationships
    • Consumer spending has declined in certain dating and marriage scenarios, and male-targeted marketing strategies relying on relationships as incentives may be losing effectiveness
  3. Marketing strategy

    • Brands need to re-evaluate their strategies to make marketing to men more effective
    • Overview of marketing strategies
    • Strategy One: craft ‘hero’ stories relevant to modern times to establish spiritual role models
    • ‘Every man carries a hero’s dream in his heart’
    • The concept of ‘hero’ has evolved over time
    • Today, the definition of ‘hero’ has evolved into a richly nuanced spectrum that keeps pace with the times
    • On the Olympic stage, teeming with ‘heroes’, gold medals are no longer viewed as the sole measure of success; people are increasingly eager to see the authentic personalities of the athletes
    • Graph 11: attitudes towards the Olympics, 2024
    • While men focus more on competition outcomes, the belief that ‘gold medal = win’ has weakened among younger male groups
    • Graph 12: agree that ‘only getting the gold medal is winning’, by gender and generation, 2024
    • More men are impressed by the display of athletes’ true personalities
    • Graph 13: agree with the statement ‘I would like to see Chinese athletes demonstrate more personalities during the Olympics’, by gender and generation, 2024
    • Using the image of a ‘hero’ as inspiration to create a ‘heroic’ brand persona
    • Brands with heroic qualities enjoy greater favourability among the male demographic
    • Graph 14: brand characteristics that can enhance favourability (men), 2024
    • Leading change
    • Men prioritise brands that keep their promises and demonstrate social responsibility through tangible actions
    • Encourage consumers to fully engage and experience the power of hands-on involvement
    • Concretise environmentally friendly initiatives to encourage everyday eco-friendly practices
    • The first strategy to inspire national pride: boost the international competitiveness of local companies through exceptional product strength
    • The second strategy to inspire national pride: honouring fields that showcase national strength
    • The third strategy to inspire national pride: promote and rejuvenate traditional and local cultures
    • Graph 15: elements that boost brand appeal (men), by city tier, 2024
    • Graph 16: elements that boost brand appeal (men), by generation, 2024
    • Tradition blends with contemporary trends, igniting the revitalisation of local cultural heritage
    • Constantly strive for excellence
    • Given that technology is a symbol of change and progress, enhancing a brand’s technological identity helps demonstrate its innovative strength
    • Graph 17: brand activity in improving the image of technology (men), 2024
    • Technology brands continue to advance in the technology sector, developing a systematic approach to competitiveness
    • Non-technology brands embrace cutting-edge technology to drive creativity-led growth
    • Leverage the life story of a superstar who has stayed true to his original aspirations for 40 years to embody the brand’s enduring and extraordinary spirit
    • Authentic and down-to-earth
    • Establishing an approachable, down-to-earth persona is just as important in building a heroic brand
    • The clever use of dialects highlights futuristic technology with a grounded, down-to-earth appeal
    • Xiaomi’s annual speech: a quintessential ‘heroic’ brand marketing event
    • Snapshots of Xiaomi’s ‘Heroic’ Traits
    • Strategy Two: create impulsive and straightforward joy to foster deep engagement with men
    • Men often take a more homogeneous approach to stress relief, favouring leisure activities that provide an immersive sense of satisfaction
    • Graph 18: ways to relieve stress, by gender, 2023-2024
    • Men prefer games with strong competitive elements, gaining emotional release through victories
    • Male gamers also focus on the sensory experiences and socialising aspects
    • Graph 19: stress-relief experiences from gaming – male, 2024
    • Graph 20: stress-relief experiences from gaming – female, 2024
    • Collaborations between games and digital products directly related to gaming scenarios are most favoured by male players
    • Graph 21: interest in co-branding categories, by gender, 2024
    • Sports preferred by men place greater emphasis on teamwork and a sense of team pride
    • Graph 22: gender differences in participation rates for mass sports, difference in participation rates between women and men*, 2023-24
    • Punchy, emotionally impactful collaborations with popular IPs not only attract traffic but also drive consumer spending
    • In-depth IP collaborations help brands foster long-term relationships with consumers
    • Oppo Reno7 Pro League of Legends limited edition
    • Further analysis of men’s preferences for stress relief highlights the following keywords, which represent the pleasurable experiences they seek:
    • Under Armour: huge outdoor billboards create a stunning visual spectacle
    • lululemon’s Summer Sweat Games: enhancing the sense of achievement in exercise through offline community, boosting the joy
    • ‘Nostalgic mental escape’ is another key term for pleasurable experiences preferred by men
    • Columbia: Nature is a time machine that takes us back to the past
    • Strategy Three: widen the representation of contemporary masculinity to inspire diverse perspectives
    • Ideal traits of masculinity vary across sociocultural contexts and evolve over time
    • An equal proportion of men and women believe they are still influenced by traditional gender stereotypes
    • Graph 23: women’s perceptions of the female image, by generation, 2023
    • Graph 24: men’s perceptions of the male image, by generation, 2024
    • Male images that have generated buzz from the female perspective in recent years
    • The attitude of ‘preachy arrogance’ continues to generate considerable discussion on social media
    • The emergence of diverse portrayals of masculinity challenges the dominance of traditional male ideals
    • Females prefer male traits that are more egalitarian and collaborative
    • The ideal image of masculinity, as perceived by men, is also gradually evolving
    • Graph 25: traits of the ideal male image as perceived by men, by generation, 2024
    • With growing demand among men for refined appearances, brands can educate them on targeted skincare methods beyond just offering products
    • Inviting a masculine tough guy to endorse colour cosmetics adds surprise and emphasises the product’s strength through contrast
    • The Hupu Male Idol Contest offers a clearer insight into the ideal image preferred by men
    • The most inspiring male idols are ordinary individuals with hardworking and sincere personalities
    • Even young celebrities who are highly popular for their looks can earn respect through their talent
    • Showcasing an alternative life journey through real experiences: embracing the flow can also lead to a fulfilling path
    • Underneath male pride lies a deeper sense of loneliness and vulnerability
    • Graph 26: attitudes towards life, by gender, 2024/2023
    • Through cultural works, encourage men to embrace vulnerability as a strength of masculinity
    • The ‘absent parent phenomenon’ has significantly decreased
    • Graph 27: The sharing of household chores – children’s study, by generation, 2024
    • Encourage more fathers to participate and break free from the constraints of stereotypes
    • Note: gender topics are sensitive and can lead to emotionally divisive pitfalls in marketing
  4. What we think

    • Keys to success
  5. Appendix – methodology and abbreviations

    • Methodology
    • Abbreviations

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