These points can be summed up in one sentence-
People began to live for themselves, no longer for those illusory big picture views.
It has to be said that this kind of thinking is a very important progress, important enough to change the entire relationship between supply and demand and social status.
For example, the decline in housing prices, the decline in marriage rates, and the decline in fertility rates are all due to the pressure on the economic environment, which has made people deeply reflect.
In the past, people used marriage, buying a house and having children to fight the risks of life, but in the past two years, they found out that getting married, buying a house and having children is the biggest risk in life.
After everyone figured it out, they found that if you don't do these three things, you won't be able to use up the money you have at all.
As a result, the direct result is an explosion of male consumption.
According to the data of this year's Double 11, "men's spending power surpassed that of pet dogs for the first time", and this situation is reflected in Tmall, JD.com, Pinduoduo and other major platforms.
Mainly liquor, e-sports, cycling, skiing, trendy toys and other representatives of the dopamine economy began to explode.
And these categories are often exclusive to men, that is, men begin to live for themselves.
In fact, the change of men The man himself may not be aware of it, after all, this is a creature with a long reflex arc, but there is a group of people who have a particularly sensitive sense of smell, and they have already discovered this problem early and began to lay it out.
This group of people is called capital.
You see, not long ago, there was a skit game that was particularly popular, and it has even risen to a phenomenal level, called "Finished!".I'm surrounded by beautiful women!It sounds like some kind of low-hearted web game, similar to "Brothers, come and cut me".
But in fact it is a game that blatantly pleases dead otaku, introverted men, and lewd men.
The story is very old-fashioned, that is, a bunch of beautiful girls make no sense, and inexplicably paste "me" upside down to death, which one to choose is really annoying.
The girls look like this
With a little tricking, I can take them into my arms and let you experience a scene that you can't even dream of in real life, which greatly satisfies the emotional value of the "stinky dicks".
Then everyone suddenly realized that men also have emotional needs.
On top of that, this game only sells you 42 yuan, and there is a certain discount in the early stage.
What can you do with 42 yuan in real life, two takeaways are sky-high, and you can't even splash a little water in the krypton gold game, but in this game, you can be the protagonist of a cool text and let these beautiful girls revolve around you all day long.
Isn't it a sense of accomplishment?
So everyone began to vote with their feet, and Steam sold first in 6 hours in the country and seventh in the world, earning 30 million in just one week.
Since then, something magical has happened, and the ** related to short dramas in cancer stocks has risen across the board, and the game sector has also risen sharply.
Obviously, capital has seen the rudiments of men's consumption, which is a huge blue ocean market.
So what happens when the capital goes up?
In order to please men, capital will expand and recruit, and then enrich the product line to attract men more.
When men start to continue to consume, they will stimulate capital to expand again, and the whole logic is similar to the capital market buying up or not buying down.
It is conceivable that when the Pandora's box of male consumption is opened, men's consumption will become more and more fierce, after all, it is easy to spend money from thrift to luxury, and it is much easier to spend money than to save money.
The fundamental reason is that now men have figured out that instead of getting married, buying a house, having children, and taking on a lot of debts, it is better to treat yourself well when you are young, and there will be no regrets when you are old.
People have to live for themselves in the end, don't they?
In the past, we have always said that there are 30 million more men than women, so there will definitely be 30 million men who fight singles.
So scarcity is expensive, and in the case that everyone wants to get married, these 30 million men are competitors.
But now the situation is different, when everyone no longer regards getting married, buying a house and having children as their life goal, these 30 million men have become a unique consumer market.
The more people there are, the more capital will value it, and they will find ways to meet your needs.
* If there is money to be made, the capital will be drilled to **, as long as it is legal and compliant, political correctness or something does not exist.
On the contrary, when women find it more and more difficult to buy a house with men, it is better to buy a house by themselves without having to engage in technology.
In many cities, the proportion of women buying houses has even surpassed that of men, such as Changsha, where the proportion of women buying houses exceeds 55%.
When a woman has a house, she will have more confidence, whether this marriage is married or not, if she wants to have a child in the future, it is understandable to follow her mother's surname.
No, men and women are becoming more and more equal.
This world is so wonderful, when the weak side begins to think about itself, the strong side will inevitably begin to give up, until the status of both sides begins to equalize, and the new game starts again.
This is the case in the marriage market, the consumer market, the labor market, and even the relationship between the government and the enterprise, and the relationship between the government and the people.
Therefore, the rise of the male consumer market is a sign of social progress, and when the pent-up demand for a long time is released instantly, there will be a strong elasticity.
So I'm quite optimistic about the blue ocean market of male consumption in the next ten years, which may be the next outlet.
Let's think about what kind of business is more likely to follow the trend?