Outdoor, fishing, liquor, ......In just a few years, middle-aged men have achieved a gorgeous reversal from "consumption power is not as good as dogs" to "sight is on **money**", focusing on where it is, and giving birth to hundreds of millions of markets. Now, their eyes are on ** health again.
According to the latest data from the Jingdong platform, a "heart-raising capsule" with a unit price of 3 digits targeting inhibition of vascular agingvesselvitalChinese nameXinyiweiIt has quietly become popular among men in first-tier cities, more than 68% of which are middle-aged men.
YoungBlack technology, hitting middle-aged men?
With the continuous popularity of Xinyiwei, Ms. Liu, the person in charge of the brand, saidI have never felt the spending power of middle-aged men so closely。Once again, it broke the stereotype that "middle-aged men don't consume".
However, it has been confirmed by industry researchMiddle-aged men consume less frequently than women, because it is difficult for general consumer goods to impress middle-aged men. But in terms of consumer goods that fit the demand,Their consumption unit prices are generally high.
According to the survey of luxury consumption, middle-aged men spend more on goods of 2000-3000 yuan, and in this range, it is nearly 10% higher than that of women. This also seems to explain why the price of a single bottle of "Xinyiwei" is nearly 4 figures, and it can't stop the enthusiasm of middle-aged men.
At first, I was in contact with it in Ginza, Japan, and after returning to China, I was looking for someone**, and now it is finally convenientFinish. As the CEO of a large technology company, Mr. Zhang has always been a loyal fan of this kind of black technology, and bought 12 bottles of Xinyiwei annual list in one go in the past JD.com promotion.
The reasons for the popularity of such "black technology" can be traced back to the 19th century. Professor Thomas Sydenham, known as the "Father of British Medicine", arguesArteries live with the human bodyBecause the blood vessels throughout the body of the human body are responsible for transporting blood and nutrients to all parts of the human bodyVascular healthIt can be said that it shares the weal and woe with human health
Researchers later found that blood vessels are like water pipes, and long-term use will gradually form "scale" or even "rust" due to impurity deposition, causing pipe blockage, and even damaging the inner wall of blood vessels, accelerating the shortening of service life, and then affecting "water supply" and causing various physical problems. Therefore, if you want to intervene in aging, starting from the blood vessels is undoubtedly a shortcut
Now, it is clear that this shortcut has been taken. According to the survey, it is a new achievement launched by Bioagen, a Japanese aging intervention technology companyXinyiwei mainly integrates natural substances such as quercetin, super nattokinase, and sulforaphane
Among them, quercetin has been confirmed by the clinical trials of the world-renowned Mayo Clinic, which can target the removal of vascular senescent cells and increase vascular activity. Super nattokinase has been confirmed by hundreds of studies in top international journals such as "Sience" that it can effectively dissolve vascular impurities, and is also known as a "super scavenger".
Bioagen R&D team has carried out hundreds of experiments, and it has not been in vain. As Xinyiwei is increasingly bound to the label of "rejuvenating youth", it is attracting many middle-aged groups, and there have been many times that the phenomenon of "selling out of stock" has occurred.
It is them who exchange money for healthDon't dare to get old
Jingdong platform business intelligence data shows that in recent years,XinyiweiTargeting the main consumer groups of products that inhibit vascular aging, there are three core labels, namely:First- and second-tier citiesyears oldwithMaleIn other words, its consumer base is mainly made up of the "economic pillar" in each household.
Some professionals have analyzed and pointed out that it is not so much that the black technology of health care has hit the "young" needs of middle-aged men, but because they care about "whether they can always support this home", which has promoted the prosperity of the consumer market.
In fact, if you think about it, a middle-aged man, as the head of the family, is an indispensable pillar of the family, which also means that he has to bear most of the burden of the family.
"Half Life" once expressed the bitterness in one sentence:A man after middle age often feels lonely, because as soon as he opens his eyes, he is surrounded by people who have to rely on him, but there is no one he can rely on.
Although a world has been created for the family now, a car, a house, and social status, there should be, but because of the long termStaying up late and working overtime, drinking and socializing, and eating unreasonably are the only ones who lose their healthyears oldMiddle-agedpeople,AlreadyPossessionOlder adultsof blood vessels.
Research Report on Values and Lifestyles of High-net-Worth Individuals shows that high-net-worth individuals have put "physical health" at the top of their life pursuits. For the sake of the body, and in order to continue to shoulder the responsibility of "pillars", the middle-aged male group has gradually become the rigid demand group for "Xinyiwei" vascular aging intervention products.
When asked why he trusts this product so much, Mr. Zhang said, "On the one hand, it has JFRL certification, and on the other hand, I pay more attention to the feedback of the body. In the past, overtime was commonplace, not to mention drinking and socializing, all supported by coffee, and now the body can't stand it, but there is still a family waiting to raise, since eating Xinyiwei, I feel like I have returned to 5 years ago, and the motivation is back. Mr. Zhang also said that several of his partners basically have a bottle each.
In addition to the gimmick, perhaps "practicality" constitutes the underlying logic of the consumption boom of Xinyiwei health care products. The feedback received from the JD backend is not difficult to find,Breathe easilySleep quality improvesLightness of the bodyIt is the most rated by middle-aged users.
Is it expected to open up a 100-billion-level market?
According to the latest edition of the "Male Consumption Insights Report", the number of men who pay attention to products related to beauty and aging intervention has exceeded 22.4 billion, the aging intervention track where Xinyiwei is located, the market size is expected to reach 100 billion.
And with the hot consumer market, it is attracting the world's top richest people to come down, including Zuckerberg, Bill Gates and so on. It is reported that they are investing hundreds of millions of dollars in the aging intervention track.
With money, technology, and market, the future prospects of the aging intervention market will be immeasurable.