According to the CITIC ** report, in 2022, the domestic ** appliance market will be as high as 1609600 million, a 57-fold increase in 10 years. User portraits show that women in first-tier cities such as Beijing, Shanghai and Guangzhou contributed 68%, of which 8 became married and childbearing.
At the same time, a type of emerging health care technology affiliated with gimmicks such as "men's charging pump" reached 6-digit transactions in 1 hour, and business intelligence data showed that 6% of the audience was married women, which attracted attention in the industry. There has been an anonymous disclosure of an annual single user:"I want to buy dignity for him
While the female market is immersed in self-pleasure, men are hit by dignity to the hidden pain points。Under the disconnect of demand, who is manipulating the "fish and water" business?
Women hold up the day of consumption"They are not satisfied".
According to incomplete statistics, 6Of the 700 million women, 5 are unable to be satisfied with a partnership300 million, accounting for 80%. An interviewee once vaguely confided in his heart: "After turning off the lights,I knew I was going to start 'doing charity' again。In this context, women who were reserved and introverted in the past are now more and more daring to express their own needs, and the "fire" of the ** appliance market is becoming more and more prosperous.
At the same time, the men who should be satisfying them are still paying for their own dignity. According to official statistics from Mine, the total turnover of "Reviving Prestige" related categories in 2021 will reach 4.7 billion pieces. This year, new concept technologies such as "Jingbeilai" have also taken advantage of the situation to become dark horses, through the compound of herbs such as black ginger and Puama, and have achieved millions of revenue in a single month since JD.com launched in the mainland market in late October.
Industry insiders pointed out that behind the market phenomenon, stemming from the "misalignment" of men and women at the scientific level.
Studies have shown that the peak of men's energy and physical strength usually occurs at the age of 25-30, and after crossing the threshold of 35 years old, the relevant indicators show a downward trend. This is not the case for women, whose functions will peak between the ages of 30 and 40. In other words, after marriage, often when the woman is "interested", the man is already "overwhelmed".
When the dislocation period lasts too long, the relationship between husband and wife will also become discordant. In this regard, the female group of "pleasing oneself and cherishing one's partner more" is heating up the ** appliance market at the same timeTake the initiative to buy health care products for her husband to "recharge". Therefore, it is not surprising that they gradually surpassed them and jumped to become the main consumer force in the market.
Silent smoke of gunpowder: a one-time "boost" cannot break the ice
A report of 2,200 information from the CFDA pointed out that about 1 man over the age of 20 in cities such as Beijing, Shanghai and Guangzhou400 million people suffer from related disabilities, and the prevalence rate is as high as 49 in those over 40 years old69%。
The huge market spawned by these shocking data not only made the unit price of overseas preparations such as Viagra once surpassed, but also made domestic imitations such as Jinge ship 98.49 million tablets a year, directly reaching the top of the 50 billion giant.
However, since its birth in 1998, whether it is original research or imitation, it is aimed at helping male compatriots "be brave for a while", and it is difficult to really break the ice. With the repeated occurrence of social news that causes prolonged standing and even injuries due to improper use, men are also becoming more and more vigilant about the "risk of hollowing out".
Domestic companies such as Baiyunshan have "retreated bravely" due to lack of research and development, and are about to be replaced by more advanced players. Different from the new technology such as "Jingbeilai" of non-class products, it took the opportunity to take advantage of JD.com to join the industry involution, starting from the dual path of NO-cGMP mechanism and mitochondria, and was believed by hundreds of articles in the top journal "Cell" and "Nature" that to a certain extent, it has the potential to actively intervene in the manifestations of men's fertility decline such as boosting waist strength and enhancing facial vitality.
Unlike traditional substances, which focus on instantaneous explosions in publicity, emerging technologies rely on natural ingredients to advertise their long-term success: not only can they play the battlefield prestige, but also return to the youthful level from the source in the long run. With the strengthening of health awareness, most men also expressed in interviews that they are afraid of one-time "sprint loss", and women who are partners are also more inclined to "for him to flow for a long time" of real care.
Although the current clinical data is not abundant, and there are many ambiguous scientific research endorsements on the head, "Jingbeilai" technology has reached tens of millions of people in need in China, and the audience is mainly engaged in finance, Internet and other practitioners regardless of gender, and most of them have the distinctive characteristics of high net worth.
The industry generally believes that the emphasis on new concepts such as "treatment is not as good as prevention, and it is also necessary to raise" seems to capture the more hidden demands of male compatriots. However, whether this is a gift of progress in life sciences or a capital game to manipulate men's dignity has obviously yet to be tested by time.
Irresistible pain points: In addition to "dignity", there is also "responsibility".
Although visibility has not yet tended to 100%, there is always no shortage of people who fall under the impact of men's health anxiety.
As soon as I thought of her face, I had to hurry up and study it. An investment bank executive from Shanghai reluctantly revealed that after countless IQ taxes, he has become sharp-eyed, "I can't always let her tolerate me." ”
As middle-aged people, as the breadwinner of the family, the pressure is increasing day by day, and the few ways to deal with it are tobacco and alcohol, and these bad habits further exacerbate the problem: "When you carry a gun into battle, you can't always hold your head up. "According to the survey, 95% of men over the age of 32 in China think that they are less than 20 years old1 5.
Contemporary psychologists point out that the source of stress for most married middle-aged men has gradually shifted from "providing for a family" to "in-depth communication". After the age of 35, problems such as declining energy and declining endurance are prominent, so that male compatriots begin to worry about the responsibility of "happy lover" in addition to individual anxiety.
One year ago, the research report on the men's "four meals" market of Jingbeilai original research company pointed out that when this track will go to the big blue ocean, it depends on when to find the "pain point that cannot be refused".
Now it seems that the capital market has been brewing for a long time for the collective pain point of "dignity" and "responsibility".