Never underestimate the strength of middle-aged men!
This group of consumers, who are often misunderstood as "only in but not out", actually "tasted" Moutai 2 in a low-key mannerThe market value of 63 trillion yuan has "fished" out the output value of 30 billion yuan in the fishing market.
No, another thousand-yuan "Little Green Spring" that focuses on inhibiting aging and maintaining vitality has been praised by them. Jingdong business intelligence data shows that 75% of transactions come from middle-aged men, and this group of low-key "losers" is gradually emerging.
In the past, when I was traveling in Boston, I had to wait in line to buy it, but now it is much more convenient. ”
The interviewee, Lao Zhao, is a middle-level manager of a well-known Internet company, and in a big promotion activity on JD.com, he booked a half-year amount of "Little Green Spring" without blinking.
According to public information, the so-called "Little Green Spring", officially known as Celery, is said to increase the level of NAD+ in the human body, activate cellular energy, and trace aging indicators such as **, muscle, and hair back to the level of youth. According to the details page of JD.com, two patented ingredients of EXPO-Meta and Cellerator have also been added to rejuvenate cells from multiple dimensions in a closed-loop manner.
Lao Zhao shared: "Although I don't know much about NAD+, I finally don't need to drink coffee during the day to refresh myself, and my thinking is very clear after a whole day of meetings." Therefore, many friends asked him for links.
In fact, studies from Harvard University and the Massachusetts Institute of Technology have confirmed that after the age of 30, the rate of NAD+ synthesis in the human body is almost halved, and it will continue to decline after that. NAD+ molecules play an important role in the process of energy metabolism and cellular immunity in the body, and has been listed as one of the 12 major aging markers by the top academic journal "Cell". Therefore, the level can be indicative of the aging process of the individual to a certain extent.
The results of a three-month clinical study conducted by the University of Tsukuba in Japan showed that septuagenarians experienced a 1-year increase in grip strength after consuming 250 mg of NAD precursor molecules per day67 times, walking distance increased by 24 times, while the fatigue index has dropped by nearly 40%.
These scientific research achievements have caused great repercussions in the rich circles at home and abroad. They flocked to it and didn't hesitate to spend millions of dollars to try it first. Pan, a domestic real estate tycoon, also shared his personal experience on social platforms, and he excitedly said that his nail growth rate has accelerated significantly.
Driven by capital, this scientific and technological achievement has accelerated the pace of commercialization, and Celery is a typical representative of it. The product has swept from Tokyo to Silicon Valley, and has been invited to enter the domestic Jingdong platform, attracting hundreds of thousands of loyal fans in just a few years.
The person in charge of the Celery brand said that the middle-aged male group, which was not valued by the consumer market, has now become our main audience.
JD.com's user portrait shows that the main audience of "Celery" Xiaoluquan is middle-class men in first- and second-tier cities, aged between 30 and 58, mostly distributed in finance, Internet and other industries. This group of middle-aged men is not only the breadwinner of the family, but also has a level of income that far exceeds that of their peers, and their purchasing power in the market for anti-aging products should not be underestimated.
Compared with the health care products on the market, which range from tens to hundreds of yuan, the four-digit threshold of "Celery" Xiaoluquan seems to be more able to meet the needs of this group of middle-aged men. For them, money is not the primary concern, health is their primary concern. A Hong Kong businessman once publicly stated that he was willing to exchange 100 billion yuan of wealth for 30 years of youth.
When talking about the original intention of tasting Celery for the first time, Lao Liu said: "Since I turned 35 years old, I feel that my energy and physical strength are not as good as before, and I am very anxious."
The study shows that 55 percent of high-net-worth individuals are8% see health as the thing they most desire to have. In this context, it seems to be expected that products aimed at the health needs of middle-aged men have been pushed to the hot list.
According to industry insiders, during several major promotions this year, Celery has been out of stock several times. In the return survey, 85% of people said they would like to use it up and then come back, while only 3% said it had no effect.
When asked if they could really regain their youth, the majority of users expressed reservations, but they generally reported that "sleep has indeed improved".
According to CITIC***, with the release of middle-aged men's consumption power, the scale of the anti-aging market represented by Celery is expected to continue to grow.
Previously, Chinese men generally followed the traditional altruistic consumption pattern, the core of which was the bride price, housing purchase, children's education, and parents' medical expenses. This consumption concept of "for others, not for oneself" can be said to be a typical portrayal of middle-aged men.
However, in recent years, this phenomenon has gradually changed, and the altruistic model has begun to shift to the self-interested model, and more and more men have begun to focus on self-satisfaction and enjoyment. According to the "2023 Male Consumption Insights Report", there are as many as 22.4 billion men are looking at beauty-related content, extending into the anti-aging space and driving sales of Celery.
According to the 2021 luxury users*** data, 55% of users who spend more than 1,000 yuan online are men. This data highlights the purchasing power of male consumers on **, low-frequency goods, and the "other economy" is rapidly rising and dominating the market.
In the future, with the improvement of men's self-awareness and the change of consumption concepts, their influence in the high-end consumer goods market will become more and more significant.