導讀近年來，隨著女性經濟能力的不斷提升，“她經濟”成為了商業雜志中的流行語，各大商業品牌也都熱切地追逐著不斷擴大的女性中產階層。相比之下，男性的消費習慣與消費能....

近年來，隨著女性經濟能力的不斷提升，“她經濟”成為了商業雜志中的流行語，各大商業品牌也都熱切地追逐著不斷擴大的女性中產階層。

相比之下，男性的消費習慣與消費能力較少被提及。

然而，有越來越多的證據顯示，消費市場中的“他力量”正在迅速崛起。

蘇寧金融研究院消費金融研究中心今年發布了《男性群體消費趨勢研究報告》，指出“他經濟”被市場嚴重低估了。

報告的作者付一夫表示，男性群體的消費意識正在覺醒，其消費升級的步伐也在提速，“他經濟”市場前景將不可限量。同時，他總結了當下男性消費者的三個消費特征——消費領域不斷擴張、消費品味持續提升、熱衷于線上購物。

Men arent typically known for their shopping prowess. As the "She economy" became a buzz phrase in business magazines, the ever-expanding Chinese female middle-class has been eagerly pursued by consumer brands from cosmetics to electronics.

For some entrepreneurs that means theres a huge missed opportunity in the male market, especially given the fast-rising living standards across the most populous country on Earth and a male population thats increasingly yearning for a better quality of life.

Those instincts appear to be largely on point, according to the latest study on male consumption trends conducted by Suning Institute of Finance. The author of the report, the institutes Senior Researcher Fu Yifu, concluded the male-oriented market in China has great potential after observing three specific shopping habits of Chinese men in recent years: widened category, improved awareness and increased online consumption.

“鞋頭”文化

Sneakerhead意為“滿腦子都是球鞋的人”，簡稱為“鞋頭”。

鞋頭文化起源于國外，如今在中國年輕人當中也頗為流行，不少年輕的男性消費者喜歡通過球鞋來表達自己的個性以及對時尚的追求。更重要的是，他們愿意為了球鞋“花重金”。

22歲的“鞋鬼”是一個典型的鞋頭，他表示自己每次買完鞋后就會覺得特別充實。在他看來，“人與鞋之間的連接，任何事物都無法替代?！?/p>

“鞋鬼”的房間里有兩面“鞋墻”，收藏了100多雙限量版球鞋。他的朋友總是開玩笑說，這些鞋都能買一套房了。

作為鞋頭圈的網紅，“鞋鬼”在圈內頗具影響力，他對球鞋的評價影響著成千上萬的圈內消費者。

These trends are particularly noticeable in the countrys tech-adapted Millennial and Gen-Z populations, who have fervently embraced niche corners of consumerism in other parts of the world through the internet, such as the sneakerhead subculture, as a way to express their individuality. More importantly, many are willing to spend a fortune on it.

"I feel fulfilled after purchasing a pair of sneakers," said Xiegui, a 22-year-old sneakerhead who lives in Beijing.

The self-styled "shoe addict" said he really picked up the sneaker-collecting habit while studying in the U.S. where he often felt lonely. Since then, he has built two wall-sized shelves to house some 100 limited edition sneakers – a premium collection worth enough to buy a house, as his friends often joke.

“男人妝”

追求美絕不是女性的特權。眼下，“男人妝”正悄然興起。

越來越多的男性比以往更加注重面部的修飾，他們希望擁有“精致的面容”，想要提亮膚色，使雙眼變得更加有神。

JACB是成立于上海的一個初創品牌，它不僅有男性護膚品，還有為“男人妝”打造的BB霜。

受日韓流行音樂文化的影響，“男人妝”在東亞地區有一定的接受度。然而，想要讓更多潛在的男性消費者接受化妝還是有難度的。JACB的創始人表示，“至少要讓他們知道化妝并不等同于娘娘腔。”

天貓發布的《2019年顏值經濟報告》顯示，我國男性彩妝消費同比增長89%，其中口紅的消費增速達到278%，越來越多的男士開始使用口紅、眉筆、防曬等化妝品。

據美國聯合市場研究公司預測，2022年全球男性個護市場價值將達到1660億美元。

付一夫認為，對事業的追求也促使男性愈發注意外在形象、服裝搭配與個人品味的提升，“他們漸漸開始通過購買護膚品、高檔西裝、時尚手表與豪車等方式來展示自己的能力?！?/p>

"Nowadays, men (Chinese) are definitely looking to lead more refined lives, they are especially scared of getting old," said Zhou Yihan, a 30-year-old graphic designer working in Beijing.

That desire for "refined lives" has been channeled more avidly, and perhaps vainly, through the pursuance of a more polished look – lighter skin, longer eyelashes and bigger eyes. These features are widely considered to be desirable traits for modern Chinese men.

JACB, which stands for "just a cool brand," is one of the Chinese start-ups looking to capitalize on mens increasing desire for a finer appearance. While most male cosmetic products today still focus on fixing skin problems such as acne, JACB is trailblazing into the "men makeup" category with products such as BB cream for men.

While the idea of "makeup for men" is less frowned upon in East Asian cultures, thanks to the rise of "K-pop" and "J-pop," the company still faces considerable challenges in convincing its potential customers about the products masculinity, "at least not sissy," according to its founder Belinda Chen.

To achieve this, the Shanghai-based start-up wants to target men in their 20s and early 30s, as they are more accepting of the new trends. In 2018, sales of BB cream jumped 160 percent in men between the age of 18-35, according to data compiled by Taobao.

By 2022, the global market for male personal care could reach $166 billion, according to Allied Market Research.

"The individuals awakening in consumption helped drive the men-oriented market to new heights that we are seeing today," Fu said in an interview with the Chinese Business Herald. "They have learned to buy skincare products, expensive suits, watches and luxury cars as a way to show their personal abilities."