This year's Double Eleven, we also began to pay attention to "his marketing"

During this year's Double 11 Shopping Festival, male consumers showed unprecedented consumption potential. This article will explore the new trend of male consumption and how e-commerce platforms can cater to their demands, and provide some tips for "he marketing". Let's see how the author interprets it!

Taobao data shows that in this year's Double Eleven consumption power ranking, male consumers' consumption finally surpassed traditional pet products such as dog food, dog milk powder and freeze-dried snacks.

The top three products consumed by male consumers are road bikes, e-sports products and jackets, with sales growth of 305%, 114% and 90% respectively, becoming the "new three treasures" of men after Moutai, fishing and Arc'teryx in 2022.

At first glance you may think I'm telling a joke, but in fact, a report from QuestMobile shows that the number of male users with online spending power of more than 1,000 yuan has reached 122 million, accounting for 55% of the total number of users with spending power of more than 1,000 yuan, exceeding the 45% share of women.

Especially in the high-end consumption field, men have strong purchasing power and are the main purchasing group for large-ticket consumer goods. Although the purchase frequency is low, the unit price is higher.

Behind the low frequency, high price and immersive characteristics is the strong consumption power of men. Tapping into men's consumption is a new trend in the consumer industry and even the marketing industry.

1. Double Eleven, start to take care of men’s needs

This year, Tmall’s combination of hot-selling products during Double Eleven took into account the level of participation of boys.

For example, the jacket is actually a piece of the pie from the down jacket market. In addition to the common waterproof, windproof and breathable properties, the three-in-one jacket this year mainly promotes warmth and waterproof performance, which is very useful for men. Camel, Woodpecker, JEEP and other hot-selling brands have all launched the slogan "one piece for the winter", and Pelliot has even pinpointed the selling point to low temperature weather. Wearing the three-in-one jacket together, "can cope with -5°C to -15°C", is very suitable for boys with choice phobia. I took a look and found that the best-selling jacket in Pelliot's store has a monthly sales of more than 100,000.

Another example is smart home appliances. When buying a floor scrubber, girls are more emotional and want to place an order after watching the blogger’s recommendation in a short video. However, boys will watch a large number of evaluation videos and analyze the cleaning efficiency, battery life, vacuuming ability and other performance of the floor scrubber one by one using quantitative standards.

Secondly, Tmall, JD.com, and Douyin are actually all trying to attract men to watch live broadcasts.

Although the "Make Friends" live broadcast room started on Douyin, it later settled in Taobao, and then settled in JD.com during the 618 shopping festival this year. According to data from Chanmama, 70% of the viewers of the "Make Friends" Douyin live broadcast room are male.

On November 11 this year, I specifically counted and found that among the more than 400 products in the Jiao Ge Pengyou live broadcast room, 30 were pure 3C products. Among the 500 products in Li Jiaqi's live broadcast room, although there were more content under the trendy electronics and digital categories, the proportion of pure 3C digital products was actually not too large.

During last year's Double Eleven, Luo Yonghao said that he had prepared a lot of good things specially for men who usually don't shop much. The "Make Friends" live broadcast room was the first to shout out the slogan "Someone should take care of the needs of men on Double Eleven."

The live broadcast room of JD.com's procurement and sales is basically "three-no people" (no experts, no commissions, no pit fees). They don't call the babies who give male compatriots goose bumps. The procurement and sales responsible for explaining are used to shouting JD.com's internal catchphrase "brothers". Everyone has to remind him not to call "brothers" but "family members". This group of ordinary people who make procurement and sales their profession have been dealing with the supply chain for a long time. They are not only familiar with the cost price, but also know the price trend of upstream production raw materials. They meet the needs of male consumers to "not be entangled" and know how to give the right selection and price, instead of "don't want 999, don't want 99, just get on the bus at 9.9 today."

2. The “Men Chasing Strategy” of Mainstream E-commerce Platforms

Tmall: The "three treasures of men" that are constantly iterating year after year. Tmall is combining market demand to guide a consumption pattern and direction. They are involved in all the stores that boys may like.

On Tmall, one can feel that they are working hard to manage categories for male consumers. From last year's Sanbao Moutai, fishing, and Arc'teryx to this year's Sanbao e-sports, cycling, and jackets, there are some traces of official guidance in them, and of course, they are guided by tapping into male consumer demand.

Last year there were outdoor and party scenes, this year it has been directly expanded to boys’ favorite indoor games and outdoor experiences, giving men’s “self-pleasure consumption” a concrete expression.

JD’s strategy for boys is to stabilize their minds through 3C products and let their brothers always believe in JD.

According to a media survey, during the "Double Eleven" period, JD.com was still the preferred shopping platform for digital electronic products, accounting for 67.22%. This year, the transaction volume of the live broadcast room of JD.com's 3C digital "Purchasing and Sales Team" increased by more than 10 times month-on-month (note that it is month-on-month). The 10-minute mobile phone transaction volume of brands such as Apple, Xiaomi, Honor, Huawei, OPPO, OnePlus, vivo, and iQOO increased by 100% year-on-year. There are also some other 3C products such as 3D printers. The transaction volume increased by more than 10 times year-on-year; the transaction volume of lightweight gaming mice increased by 110% year-on-year; the transaction volume of customized keyboards increased by 130% year-on-year, indicating that boys generally trust Dong Ge when it comes to 3C digital products.

Douyin has the functions of both Taobao and JD.com, but it also has a killer feature that makes male consumers more immersed. For example, short video + fishing; short video + chess; short video + motorcycle, etc. These tracks that boys are immersed in have great potential.

Take fishing as an example. In the derivative track of fishing gear, there are not many systematic merchants now. Many brands have the opportunity to build trust from IP creation and sharing of fishing techniques, to convert and accumulate fans in Douyin private domain, and then to first purchase and multiple repurchases. Seeing fishing for such a long time, it is not too much to support it while focusing on companionship. We must believe that boys are persistent in their hobbies.

Pinduoduo: We have low prices + we have stock, everyone here is a younger brother. Pinduoduo’s advantages are actually very obvious, with stock + no need to place a group order + relatively low prices, how many male compatriots bought 4090 graphics cards on Pinduoduo this year?

3. “He Marketing” is worth doing

Because men are really "lazy" when it comes to shopping, they are too lazy to calculate, too lazy to try, and too lazy to look for discounts, so "his marketing" is really worthwhile. You don't even have to come up with any unique mechanism, you can capture a large number of people by just offering a relatively low price.

First of all, men have strong purchasing power and high average order value.

In the field of e-sports that boys like, none of them are cheap. For example, e-sports requires high-performance graphics cards, advanced headphones, and comfortable gaming chairs. In addition, "buy new rather than old, buy early and enjoy early" is also the first idea proposed by the male group in digital products. The prices of these products are usually higher. When boys grow up and enter a family, they often give the purchase tasks related to automobiles and digital smart appliances to men, which are also high-priced consumer items.

Secondly, the return rate of boys is not as high as that of girls. They are not very willing to try on and test products because boys are usually more purposeful when shopping and tend to make decisions quickly.

Unlike "interest e-commerce", boys' purchasing decisions belong to "purpose e-commerce". They will do research in advance, determine what they want, and then buy directly. In addition, considering time and convenience, many men feel that trying on or trying out usually requires extra time and energy, which is troublesome!

There was a picture before that talked about the difference between men and women shopping in a mall. In fact, the difference between men and women on e-commerce platforms is also the same.

In addition, boys are very loyal to both brands and platforms.

We can pay attention to the fact that once men are satisfied with a brand's products or the shopping experience on a specific platform, they are more inclined to repurchase. For example, some people have been using Gillette for decades and have no interest in electric shavers; Heilan Home once advertised "visit Heilan Home twice a year", and many men really visit twice a year to buy all their clothes; and almost all of us use JD.com more. Girls use Taobao and Pinduoduo more, and boys are always too lazy to calculate when girls are putting together an order during a big promotion. Because when they are satisfied with the product quality and the platform and can build trust, they are really too lazy to change.

Are these high-price, high-loyalty customers worth spending more budget and attention on?

4. Tips for “He Marketing”

1. Find the scene that men are addicted to

For example, fishing, camping, and horse racing, many products will be expanded in these scenarios.

Fishing requires not only a fishing rod and bait, but also a small stool and a sun hat; camping requires not only a tent and a camping car, but also a jacket, an electric mosquito swatter, and various convenience foods; horse racing requires not only shoes, but also various muscle relaxation tools, headphones, and so on.

2. Talk about the selling points and the key points

Many smart small appliances that were once popular were said to be "IQ taxes" and have now become the tears of the times. Men usually pay more attention to the practicality of the product and what problems the product can solve for them when making purchasing decisions. Many products have no real substance. They rely on dozens of big Internet celebrities to promote them on Douyin and buy some amateur notes on Xiaohongshu to create the illusion of "being popular". This strategy is over.

In the consumer industry, men are more difficult to please than women. They want to see specific numerical performance and even want to see various experiments to verify such performance. Therefore, during the production and design stage, the products produced by brands must be substantial and have breakthroughs.

3. Change your values ​​when doing marketing

In the past advertisements for cars, mobile phones and even razors targeting male consumers, we often see a beautiful woman next to a business elite, or a very business scene with an elite walking out. In fact, it is a psychological suggestion to convince consumers - "I can live this kind of life if I buy this brand."

But now, marketing to men is no longer just about showing a glamorous image. You can start to "show weakness", showing the real working people, the fragile side of men, and the side that men really need this product. After all, male consumers are actually more rational. They will not imagine too much about what will happen in the future after using this product, but what this product can bring us at the moment.

4. Pay attention to men’s demands. They can’t just “buy one”

In fact, after going through this path, not only online marketing needs to be changed, but even elevator media and outdoor media need to promote new cases for the "male group" and start to "please male needs" (don't get it wrong, pleasing men here means "self-pleasing consumption"). For example, put more advertisements for gaming chairs in the elevator. According to the seven-times memory method, most of the boys living in this building will be attracted by the advertisements.

We have talked so much about the rise of male consumption, but the fact is that although male consumption during this year's Double Eleven exceeded that of pet dogs, it is still not as good as that of pet cats.

Data from Taobao shows that among the "new three treasures" for pet cat consumption, sales of cat drying boxes increased nearly fourfold, sales of cat grass/cat grass increased by 172%, and sales of cat lecithin, fish oil, etc. increased by 145%, surpassing the "new three treasures" for men.

Therefore, there is still a lot of room for marketing to men.

Chief Writer: Huanjie, Article Architect: Miaomiao

Source: Party A Finance (ID: jiafangcaijing2019)