The market is running, and no one can understand it. No one thought that the jacket that was once the favorite of my parents' generation would become the "hottest" item this winter.
With the sentence "Jacket is the best medical beauty for men", it became popular out of the circle, and on a social platform, the topic of jacket has more than 800 million views, and it was ridiculed, "The hottest fire this winter." ”
The consumer market is more lively, a high-end goods sold to tens of thousands of yuan, the transaction increased by 200% year-on-year, and this year's sales have exceeded 2 billion, an increase of 6 times compared with the previous year. "Because no one can refuse to be 40 years old, and the handsomeness is close to that of a 20-year-old guy. ”
In fact, it is not only the jacket that has the magic of "full 40 minus 20", but also a sky-high service called "time cure" also harvests the hearts of middle-aged men with the gimmick of "youth return", and the discussion degree is **4.2 million in a month. It is nicknamed "men's preservative".
What's going on here?
Black technology is rampantMiddle-aged men's favorite?
The financial manager on Lujiazui's side basically has one person. The jacket that was once complained about "wearing like a takeaway or express delivery brother" has become synonymous with the trend this year and has been snapped up by countless consumers.
In fact, it is no accident that the jacket was snatched up, and a recent "sky-high service" that has sprung up, although the price is 120,000 yuan a year, but its official website appointment is also scheduled to a month later. Similar to the popularity of the jacket, the main users of the Time Cure service under the banner of "black technology" are also men. According to the background data of the official website, 60% of the transaction users are men aged 30-58.
I thought it was an IQ tax, but I didn't expect the market to be unprecedentedly hot. Industry insiders believe that the back may be closely related to the advertised "black technology" attributes.
Take the jacket as an example, some emphasize the warmth attribute, saying that "280g high-density fleece liner can store heat and keep out the cold for a long time"; And some emphasize their lightness: "Self-developed air velvet liner is warmer and lighter", no matter what the real effect is, but it does capture the eyes of many middle-aged men.
The above-mentioned popular emerging Time Cure service is backed by the first life service company "Time Order", and its equipment intervention area has introduced a variety of domestic scarce equipment: not only the cryocyst, which is loved by NBA superstar James, can reduce the body surface temperature and activate the human body protection system; It also provides the first 1The 9-ton oxygen chamber has been shown to help improve concentration and night's sleep quality in multiple studies.
With "1 year younger after 6 years of intervention5 years old", the appointment column of the official website of Timepai set a 200% increase in the search index. Despite the staggering $120,000 membership threshold, it still managed to open men's wallets. "They are willing to pay for cutting-edge black technology. ”
2 HandleMen's consumption psychologyYou have to have face in it
From the rush to buy liquor Moutai in the early years, and now to grab high-end jackets and time cure services, industry insiders believe that the reason why middle-aged men rush to buy again seems to be related to the consumption psychology of "both face and lining".
According to the 2023 Hurun Wealth Report, the number of "high-net-worth families" with assets of 10 million in China has reached 2.11 million. And for those who have already started a family and are the heads of the family**The face and social status brought by it cannot be measured in terms of money.
Industry insiders said: middle-aged people wear high-end jackets like Archaeopteryx in the office, which is not the same as young people wearing jackets to resist the cold, indicating that you are rich and idle. The jacket satisfies men's needs for "face", and the focus of the above-mentioned timecure service falls on men's "lining" needs.
Due to the high pressure of work, many men show a situation of "aging before aging" around the age of 35. According to the popular science articles on the official website of Time, the decline of men's multi-faceted abilities accelerates with age, and relying only on "fast-moving consumer goods" is only a symptom but not a cure, and it is necessary to resist reproductive aging from the bottom in all aspects.
Excellent economic ability also makes middle-aged men more confident when trying cutting-edge scientific and technological achievements. According to the data, about 60% of the users of the "timecure" service are male, aged 30-58 years old, and there are many financial and Internet practitioners, with high education and high salary. "I still believe in science, even if it's not as smart as advertised, I can try it. ”
This year, the 4th China Time-based Aging Forum landed in Shanghai, and more than 30 of the world's top scientists were invited to make a special trip, which seemed to show the public that we have a strong scientific research background and are worthy of it. And this is especially useful for middle-aged men who believe in the "power of science and technology", "The tickets for 2000 are too cost-effective, and these big coffee scholars usually don't see them at all." ”
"They're willing to spend money."
It is worth noting that the capital market is still in a volatile range. In the case of the decline in investment enthusiasm of high-net-worth individuals, it has released greater potential for "high-end consumption". Whether it is tens of thousands of jackets or 120,000 ** services in 1 year, they are sought after by middle-aged men and have become a hot market phenomenon.
Industry insiders believe that they often place orders in no more than 10 minutes, and pay more attention to quality and style than **. As long as it can meet its personalized needs of "chasing new and seeking differences", spending a lot of money is not new.
However, can major businesses seize the "short-lived" business opportunity and stimulate the consumption potential of more middle-aged men? Where the future is, perhaps only waiting for the direction of the market to demonstrate.