Don't underestimate the influence of middle-aged men in the consumer space.
On the surface, this group seems to only focus on making money, but unwittingly pushed Moutai's market value as high as 263 trillion .
Recently, a small red shield priced at 899 yuan has quickly become popular among the middle class because of its concept of inhibiting aging and enhancing vitality, and it has sold millions of dollars a day. According to the user data of the JD business intelligence platform, about 60% of the buyers are middle-aged men, and the hidden "luxury consumers" are gradually emerging.
01 Sales exceeded one million overnight and became a hot spot in the market
I used to have to wait in long lines to buy it when I was traveling in Boston, but now it's so convenient to buy it online! This is the true feeling of Lao Sun, a middle-level manager of an Internet company. In the recent Jingdong ** event, he hoarded more than a dozen bottles of Little Red Shield in one go.
The "Little Red Shield", officially known as Laife, was created by the Boston-based Regenerative Bio biotech company. According to JD.com's product details, the core of this product is the patented ingredient Purcumn, which is able to increase cell activity and NAD+ levels, and deeply improve chronic inflammation and mitochondria problems associated with aging.
Lao Sun shared his personal experience: "I don't know much about what NAD+ is, but now I don't even need to drink coffee during the day, and it's great to be able to keep my spirits up." His recommendation led many friends to ask him for a purchase link.
Studies from Harvard Medical School and the Massachusetts Institute of Technology have shown that once the human body exceeds the age of 30, the rate of NAD+ synthesis in the body will be halved, and as we age, there will be a cliff-like decline. The NAD+ molecule plays a role in energy metabolism, cellular immunity, DNA repair, etc., and is considered by Cell magazine to be one of the 12 hallmarks of aging. To some extent, the level of NAD+ indicates the aging process.
A 90-day clinical study at the University of Tsukuba in Japan showed that 70-year-olds who consumed 250mg of NAD+ precursor substances per day had a 2% increase in walking distance4 times, grip strength improved by 167 times, 39% reduction in fatigue.
These remarkable research results have attracted the attention of many wealthy people at home and abroad, who are willing to pay a high fee to be the first to experience this breakthrough new technology. Real estate tycoon Pan ran ran on social ** once said, "I never believed in health supplements. But a month ago, a professor at the Massachusetts Institute of Technology recommended to me a "elixir of immortality" developed by their school, which has not yet been marketed. I asked him how he felt after eating. He said that after eating it, the house grew faster, I ate it for nearly a month, there was no reaction, and I found that my nails also grew quickly".
Pictured: George Church, professor of genetics at Harvard University.
George Church, a professor of genetics at Harvard University, promoted the commercialization of this scientific research, making "Happy Return Shield" popular in Boston and all the way to Silicon Valley. After being introduced to the Chinese market by JD.com, it has attracted more than 100,000 loyal users in just three years.
Mr. Zhao, the project leader, said: "Originally, people were not optimistic about the spending power of middle-aged men, but they have become our main buying group, which makes us look at this market group with admiration. ”
According to the data of JD Health, in the past year, the age span of users of "Lehuidun" is very large, not only including middle-aged and elderly groups, but also attracting the attention of many young consumers. Through prevention and maintenance, they hope to realize their desire to "live younger and younger". This trend shows that the public perception is changing from "first" to "prevention", and its market potential should not be underestimated.
02 The main middle-aged consumer: health is worth more than a thousand gold
According to JD.com's user analysis, in the past six months, Lehuidun's main consumer groups are mainly distributed in first- and second-tier cities, and about 60% of their purchasing power comes from middle-aged men aged 35 to 65.
Compared with the lowest health care products on the market, the three-digit price of Lehuidun seems to be more in line with the preferences of this group of people. For them, money is not the primary concern, what really matters is health.
According to the 2022 High-Net-Worth Values and Lifestyle Research Report, more than 55% of high-net-worth individuals regard health as the most important thing and rank first on their list of needs. In this context, it is not surprising that Lehuidun products have become hot-selling lists.
This thirst for health and youth is not limited to high-income earners. With the increasing health awareness in society, more and more ordinary consumers have begun to pay attention to and invest in high-quality anti-aging products. Market research shows that the pursuit of health and quality of life has become a common trend across age groups, especially in super first-tier and first-tier cities, where people are willing to pay a higher price for intervening in ageing and improving quality of life.
Lao Sun, an executive of an Internet company, said when talking about the motivation for buying: "After the age of 35, my body can no longer bear the continuous overtime. ”
When asked if they think they can truly rejuvenate themselves, the majority of users are unsure, but they generally agree that "sleep quality has really improved".
03 A new shift in men's view of consumption
According to reports from research institutions such as CITIC ** and Zion Market Research, driven by the consumption of middle-aged men and other groups, the market size of such products represented by Lehuidun is expected to reach 100 billion yuan.
In the past few years, Chinese men's consumption patterns have been mainly altruistic, with spending mainly on bride price, housing, children's education and parents' medical care. But in recent years, this pattern has gradually changed, from altruism to self-interest, and more and more men are learning how to please themselves.
This change in consumption trends is not only a reflection of economic development, but also a reflection of a shift in social values. In modern society, men are paying more and more attention to their personal health, appearance, and quality of life. With the acceleration of work pressure and the pace of life, middle-aged men have begun to pay more attention to their own health and wellness, and seek effective ways to relieve stress and improve their quality of life.
With the advancement of science and technology, the anti-aging track is expected to become more effective and accurate in the future. From gene editing to regenerative medicine, the development is providing new possibilities for its scientific research. These technological advancements will not only lead healthier lives to individuals, but will also have a profound impact on public health systems.