2023
0
China Marketing to Men Market Report 2023
2023-11-24T14:01:46+00:00
REP7EA9899C_A0E0_4C95_8791_82D0D7A3805B
3695
168290
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Report
en_GB
Men’s rising awareness of self-oriented consumption has led to a boom in the ‘He economy’. Their needs for self-reward and personal satisfaction deserve as much attention as their spending on…

China Marketing to Men Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

Men’s rising awareness of self-oriented consumption has led to a boom in the ‘He economy’. Their needs for self-reward and personal satisfaction deserve as much attention as their spending on interpersonal relationships.

Frank Zhang, Senior Research Analyst, Lifestyle, China

Table of Contents

  1. Executive Summary

    • The market
    • Graph 1: men’s willingness to trade up, 2022-23
    • The consumer
    • Graph 2: living situation, by age, 2022 and 2023
    • Graph 3: changes in lifestyle and consumer behaviour, 2023
    • Graph 4: short video watching habits, 2023
    • Issues and insights
    • What we think
  2. The Market

    • Market factors
    • Graph 5: trends in age structure of the male population, 2011-22 (projected)
    • Graph 6: financial confidence – very/somewhat confident, by gender, 2020-23
    • Graph 7: registered marriages and divorces, 2022 and H1 2023
    • Graph 8: men’s priorities in life, 2020-23
    • Graph 9: men’s willingness to trade up, 2022-23
    • Marketing activities
    • New product trends
  3. The Consumer

    • Living situation
    • Graph 10: living situation, by age, 2022 and 2023
    • Graph 11: employment, by age, 2022 and 2023
    • Graph 12: changes in income over the past 2-3 years, by age, 2023
    • Changes in consumer behaviour and expenditure
    • Graph 13: Changes in consumer behaviour and expenditure, 2023
    • Graph 14: Selected changes in consumer behaviour and expenditure – ‘more’, by age, 2023
    • Graph 15: Changes in consumer behaviour and expenditure – interest in top brands, by city tier and age, 2023
    • Self-rewarding consumption
    • Graph 16: self-rewarding consumption, 2023
    • Graph 17: selected self-rewarding consumption, by age, 2023
    • Graph 18: self-rewarding consumption – shoes/clothing/bags/accessories and equipment/electronic products, by city tier and monthly personal income, 2023
    • Graph 19: selected self-rewarding consumption among men – travel/outdoor activities and personal care products, by city tier and monthly personal income, 2023
    • Consumption of interpersonal relationships
    • Graph 20: consumption of interpersonal relationships, 2023
    • Graph 21: selected consumption of interpersonal relationships among men living with a spouse/partner, rebased, by age, 2023
    • Graph 22: consumption of interpersonal relationships – “I buy expensive gifts for my spouse/lover”, by city tier, monthly personal income and age, 2023
    • Graph 23: selected consumption of interpersonal relationships, by monthly personal income, 2023
    • Short video watching habits
    • Graph 24: short video watching habits – video link click-through rate (a), 2023
    • Graph 25: short video watching habits, 2023
    • Graph 26: selected short video watching habits – actively searched, by personal monthly income, 2023
    • Graph 27: selected short video watching habits – video link click-through rate, by personal monthly income, 2023
    • Graph 28: selected short video watching habits – actively searched, by age, 2023
    • Graph 29: selected short video watching habits – actively searched, by weekly participation in regular sports or fitness exercises, 2023
    • Attitudes towards male stereotypes
    • Graph 30: attitudes towards male stereotypes, 2023
    • Graph 31: attitudes towards male stereotypes, by age, 2023
    • Graph 32: attitudes towards male stereotypes, by monthly personal income, 2023
    • Graph 33: attitudes towards male stereotypes, by marital status and change in interest in top brands, 2023
    • Identification with requirements for ideal men and women
    • Graph 34: requirements for ideal men, 2023
    • Graph 35: requirements for ideal women, 2023
    • Graph 36: selected men’s requirements for ideal women, by age and marital status, 2023
    • Graph 37: selected men’s requirements for ideal men, by age and marital status, 2023
    • Graph 38: selected men’s requirements for ideal men and women, by monthly personal income, 2023
    • Graph 39: top three requirements for ideal men – men vs women, 2022 and 2023
    • Graph 40: top three requirements for ideal women – men vs women, 2022 and 2023
  4. Issues and Insights

    • Appendix – Methodology and Abbreviations

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