Don't underestimate the spending power of middle-aged men.
This group that seems to only make money and does not spend money is quietly "drinking" 2Moutai, which has a market value of 6 trillion yuan, "plays" a fishing market of 30 billion yuan.
Recently, 1398's "Harvard Little Brown Pump" has quietly become popular in the middle-class circle with its selling points of anti-aging and keeping young. According to Jingdong user data, about 70% of the orders are actually from middle-aged men, and the hidden "losers" are gradually emerging.
First, the market is hot, with 7-figure transactions overnight
I bought it in line when I was traveling in Japan, but now it's much more convenient. ”
Lao Zhou, an executive of an Internet company, hoarded more than a dozen bottles of "Harvard Little Brown Pump" at a time during a recent big promotion in Beijing.
According to public information, the so-called "Harvard Little Brown Pump", whose real name is Sulpyrro, is a technology jointly launched by Harvard College and the Japan Institute of Biological Sciences. According to the details page, its patented ingredient can slow down cell aging, increase NAD+ (a coenzyme needed by cells) levels, and make in-depth improvements to chronic and mitochondrial indicators.
Lao Zhou said: "I don't know much about NAD, but now I won't be sleepy during the day, and my energy is vigorous." Many friends asked him for the order link.
As we age, NAD+ levels in the body continue to decline.
In fact, Harvard University and the Massachusetts Institute of Technology have confirmed that after the age of 30, the level of NAD+ in the body will drop by about 50%, and then it will continue to decline with age. NAD molecules can participate in energy metabolism, cell regulation, and gene repair, and are considered to be one of the 12 markers by the top academic journal "Cell".
A 90-day clinical study at the University of Tsukuba in Japan showed that a 70-year-old man who ingested 250 mgad precursor molecules daily increased grip strength by 176 times, walking distance increased by 22 times, the fatigue index decreased by 36%.
After hearing about it, wealthy people at home and abroad flocked to it, not hesitating to spend millions of dollars, wanting to be the first to experience this disruptive technological achievement. Domestic SOHO boss Pan Mouyi couldn't help but "show off" his physical sensation on social platforms: nails grow fast.
In recent years, a professor at Harvard University has combined his NAD+ scientific research results with Japan's biological enzyme technology transformation market product - Sulpyrro, which has exploded in Silicon Valley and Japan in the United States. After the Chinese e-commerce platform Jingdong took the lead in signing in, it has attracted the attention of hundreds of thousands of high-net-worth individuals in just one year.
The person in charge of Saipaino Jingdong revealed that the middle-aged male group, which was originally not expected to be high in the consumer market, has unexpectedly become the backbone of consumption, which has subverted our inherent impression of the market segment.
Second, 70% are from middle-aged men, spending money for "time".
JD.com's user portrait shows that in the two quarters of last year, the main purchasing power of Saipano came from first- and second-tier cities, and nearly 70% of the population was men aged 35-58. According to statistics from Oriental Wealth, more than 96% of the CEOs of A-share companies are 40+ years old, and they are not only the pillars of the family, but also far exceed the income level of others.
Compared with the 100 yuan on the market, the nearly four-figure Sulpyrro seems to be more in line with the consumption concept of this group of men. For them, the body is the capital, spending money for "time", the representative of Hong Kong real estate tycoon Li once said: "willing to spend 100 billion in exchange for 30 years of youth".
Referring to the original intention of consumption, Lao Zhou said: "After the age of 35, I found that my body was not so resistant. I often have insomnia at night, and I always wake up sweating. ”
In recent years, the "Research Report on the Values and Lifestyles of High-net-Worth Individuals" shows that 558% of high-net-worth individuals see health as a "want", ranking first. In this context, it is not surprising that health products like Sépano are "looted" by middle-aged men.
According to industry insiders, in the first half of this year alone, Saipano shipped more than 10,000 bottles. The repurchase rate is as high as 85%, and *3% of the return survey said "no feeling".
When asked if they think they are coming back, most users are unsure, "but they do get better in their sleep and energy."
Third, men's awareness of "self-pleasing" consumption has increased
According to a report released by Zion Market Research, the market size of Sepino intervention products that can leverage the wallets of middle-aged men is expected to reach 100 billion yuan.
For decades, Chinese men have been in the traditional altruistic mode, and the core of their consumption is gifts (housing, children's education, medical care for the elderly, etc.), for others, not for themselves is the true portrayal of almost all middle-aged men. In recent years, the situation has quietly changed, and it turns out that more and more men are beginning to please themselves. According to the "Male Consumption Insights Report", there are nearly 3600 million men began to browse categories such as beauty and beauty, and when they extended to the field, they became popular with products such as Sépineo.
In the "Luxury Users***", among the users who spend more than 1,000 yuan online, men account for 61%, and the low-frequency ** "other economy" is rising in an all-round way.
When the male group began to pay for themselves, the above-mentioned four-figure "Harvard Little Brown Pump" Sepano was only the tip of the iceberg of its huge spending power.