When Haoyuan first started to take grooming seriously in high school, he could only buy his products at the supermarket, where selection was limited. Helping to drive this male-grooming trend is easy access to products. As the saying goes, ‘Everyone wants to be beautiful.'” “It is easier for them to express themselves and they pay more attention to themselves.
“Those born in the 1990s have grown up and become one of the backbones of consumption,” said Ling Duan, general manager of brand marketing at Alibaba’s B2C shopping site, Tmall. And if there are products made especially for men, then China’s male consumers want them. Makeup purchases on Tmall by men have doubled over the past year, while guys are actively seeking out premium brands. The total value of the personal-care items that men are purchasing on Tmall is soaring across all categories – even makeup (See graphic below). The total number of Chinese men who are buying personal-care products is growing faster than that of women (31% year-on-year in 2018 versus 29%, respectively). In fact, Alibaba’s Tmall shopping site calls this the “Male Beauty Era” in China. Watch part 2 of our “China Trend Watch” on male beauty: “But now, more and more people are using positive words like ‘clean,’ ‘refreshing’ and ‘delicate.’ Some friends of mine are also realizing that women prefer men who look clean and nice.” “Chinese people used to describe men who pay too much attention to their appearance as ‘feminine,'” Haoyuan said. Not too long ago in China, this ritual would have been considered strictly a woman’s routine. Li (no relations to Li Jiaqi) never leaves the house in the morning until he’s done with his daily grooming regimen. Li Haoyuan, a 29-year-old livestream host living in Hangzhou, China, is part of that growing demand. I think the demand for male beauty is huge.” “Now they account for almost 20% of my audience. “Although most of my viewers are female, I found that since last June, my male followers are also growing,” Li said. Li says there is definitely a growing trend in male beauty happening in the country. And from where he stands as a popular makeup expert in China, he knows he’s not alone. He applies base makeup and draws his eyebrows – every time – before he goes out. Li represents a new generation of young Chinese men who care a lot about how they look.
0 kommentar(er)
