2021
0
China Marketing to Men Market Report 2021
2021-11-04T03:13:32+00:00
OX1049661
3695
144156
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Report
en_GB
“Marketing to men is no longer in a conventional sense highlighting men’s power, but rather empowering men to challenge the prevailing social norms and give themselves the space to adopt…

China Marketing to Men Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Marketing to men is no longer in a conventional sense highlighting men’s power, but rather empowering men to challenge the prevailing social norms and give themselves the space to adopt new roles and behaviours. In an era of change and new lifestyle trends amid the uncertainty of COVID-19, with gender stereotypes increasingly questioned and challenged, male consumers are more than ever seeking out brands with values they want to express as part of their complex set of new identities and redefined tastes. Instead of thinking about men’s rationality and emotions as contradictory and separate factors, it is crucial for marketers to understand male consumers’ social and cultural demands from a combined angle and avoid falling into cognitive gender stereotypes.”

– Keiyou Wang, Category Director

Key issues covered in this report

  • Lifestyle pursuits and segmentation analysis
  • Personal product usage and awareness of brand origin
  • Sources of influence and ways to drive effective push marketing
  • Rational and emotional factors in impulse purchases
  • Just-for-men market opportunities and attention needed when marketing exclusivity
  • Branding messages in response to the trend for gender fluidity

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Definitions
        • Executive Summary

            • The market
              • Rapidly aging population and growing demand for senior care
                • Figure 1: Trends in the age structure of the Chinese male population
              • Increasing openness to gender fluidity and gender neutrality
                • Figure 2: Attitudes towards makeup products, 2021
              • Men’s exclusive healthcare market in the spotlight but takes time to boom
                • Figure 3: Share of male-targeted and female-targeted new products in personal care, China, Sept 2010-2020
              • Digital platforms’ new features and services transform men’s shopping behaviours
                • Lifestyle brands redefine men’s adulthood
                  • Desire for status goods still rooted in men’s conspicuous consumption
                    • Companies and brands
                      • Conveying a tailored message is a path to professionalism
                        • Figure 4: Lululemon buys Mirror, an at-home fitness start-up, 2020
                      • Diversified IP collaborations and cross-category extensions contribute to modern brand image
                        • Figure 5: Make Essense’s collaboration with oat milk brand, 2020
                      • Stay technologically relevant in either product innovation or communication when approaching the tech-savvy
                        • Figure 6: L’Oréal’s new ambassador and product press release, 2021
                      • The consumer
                        • Hobby market and personal pursuits hidden in men’s world
                          • Figure 7: Lifestyle pursuits, 2021
                        • Brand consciousness not yet catching up with rise in personal goods purchases
                          • Figure 8: Brand origin preferences, by category, 2021
                        • Intelligent recommendation becomes increasingly influential in the digital era
                          • Figure 9: Quick information influences, 2021
                        • Pricing and friends’ recommendations drive men’s impulse purchasing
                          • Figure 10: Impulse purchases, 2021
                        • High expectation for being served suggests business potential in male markets
                          • Figure 11: Consumption attitudes, 2021
                        • What makes a man is no longer the centre of the discussion
                          • Figure 12: Attractive branding messages, 2021
                        • What we think
                        • Issues and Insights

                          • Practice authenticity in rational approach and emotional touch
                            • Figure 13: Volvo’s film on Mother’s Day discussing six months’ paid parental leave, 2021
                          • Leverage gender-neutral/unisex opportunities and just-for-men markets
                            • Figure 14: Unisex watch products on Macy’s website
                          • Understand taste and style changes relevant to men’s social profile
                            • Figure 15: Galanz’ black King Kong collection of small kitchen appliances
                        • Demographic Factors

                          • Rapidly aging population and growing demand for senior care
                            • Figure 16: Trends in the age structure of the Chinese male population
                          • Greater gender ratio implies market potential
                            • Figure 17: Gender ratio by age, 2019
                        • Market Factors

                          • Increasing openness to gender fluidity and gender neutrality
                            • Figure 18: Attitudes towards makeup products, 2021
                          • Men’s exclusive healthcare issues and market in the spotlight, but takes time to boom
                            • Figure 19: Share of male-targeted and female-targeted new products in personal care, China, Sept 2010-2020
                          • Platforms build sense of community, belonging and trust among male users
                            • Lifestyle brands redefine men’s adulthood
                              • Desire for status goods still rooted in men’s conspicuous consumption
                                • Figure 20: Desire for luxury products or services, selected items, by gender, 2020-2021
                            • Marketing Activities

                                • Alternative community strategy applied by female-centric brand Lululemon to expand to men’s market
                                  • Figure 21: Lululemon buys Mirror, an at-home fitness start-up, 2020
                                • Renewing its durable image, Mercedes expands to fragrances and fashion
                                  • Figure 22: Mercedes-Benz’s new fragrance for me, 2021
                                • L’Oréal targets the tech-savvy with new ambassador and press release
                                  • Figure 23: L’Oréal’s new ambassador and product press release, 2021
                              • New Product Trends

                                • Menxlab benchmarked against Hims positioning as a men’s exclusive health management platform
                                  • Figure 24: Menxlab shampoo applied patented nano-carrier technology, 2020
                                • Make Essense’s wide collaborative innovations
                                  • Figure 25: Make Essense’s collaborations with a condom brand and an oat milk brand, 2020
                                • Grooming revolution led by Philips’ intelligent shaver and app
                                  • Figure 26: Philips’ intelligent shaver S9000 and GroomTribe app, 2021
                              • Lifestyle Pursuits

                                • Hobby market and personal pursuits hidden in men’s world
                                  • Figure 27: Lifestyle pursuits, 2021
                                • Age and income influence reflect in men’s pursuit segmentation
                                  • Figure 28: Definition of men’s lifestyle segmentation
                                  • Figure 29: Lifestyle pursuit– describes me very well, by lifestyle segmentation, 2021
                                  • Figure 30: Age and personal income level by lifestyle segmentation, 2021
                                • Hobby-addicted concentrated in Beijing and Shanghai, while more change-adopters in Guangzhou
                                  • Figure 31: Lifestyle persona, by cities, 2021
                              • Brand Origin Preferences

                                • Brand consciousness not yet catching up with the rise in personal product purchases
                                  • Figure 32: Brand origin preferences, by category, 2021
                                  • Figure 33: Brand origin preferences, by product-category user base, 2021
                                • Preference of international brands reflect particular status interest among segments
                                  • Figure 34: Brand origin preferences-selected categories, by lifestyle segmentation, 2021
                                • If affordability is not a differentiator, might sustainability be?
                                  • Figure 35: Brand origin preferences-selected categories, by personal income, 2021
                              • Quick Information Influences

                                • Intelligent recommendation becomes increasingly influential in the digital era
                                  • Figure 36: Quick information influences, 2021
                                • The more specific men’s interests are, the more welcome app recommendations
                                  • Figure 37: Quick information influences, by lifestyle segmentation, 2021
                                • Quick information are more effective when targeting young men
                                  • Figure 38: Quick information influences – selected items, by age, 2021
                              • Impulse Purchases

                                • Pricing and friends’ recommendations drive men’s impulse purchases
                                  • Figure 39: Impulse purchases, 2021
                                • Impulse purchases of IP collaborations and limited-edition products driven by self-indulgence?
                                  • Figure 40: Impulse purchases, by lifestyle segmentation, 2021
                                • Both young and old get moody and impulsive, but react differently to stress and joy
                                  • Figure 41: Impulse purchases – selected items, by city tier, 2021
                              • Consumption Attitudes

                                • High expectation for being served suggests business potential in male markets
                                  • Figure 42: Consumption attitudes, 2021
                                • Hobby-addicted and change adopters pay more attention to designs that convey a sense of identity
                                  • Figure 43: Consumption attitudes, by lifestyle segmentation, 2021
                                • Just-for-men opportunities lie in premium markets
                                  • Figure 44: Consumption attitudes – selected items, by personal income level, 2021
                              • Attractive Branding Messages

                                • What makes a man is no longer the centre of the discussion
                                  • Figure 45: Attractive branding messages, 2021
                                • Less pushy and more subtle messages appeal to those who seek balance
                                  • Figure 46: Attractive branding messages, by lifestyle segmentation, 2021
                                • Interest in good taste suggests learning and cultural marketing opportunities
                                  • Figure 47: Attractive branding messages, by occupation, 2021
                              • Appendix – Methodology and Abbreviations

                                • Methodology
                                  • Abbreviations

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