From "rough men" to "high-quality men", I don't know when middle-aged men have changed their image at the bottom of the consumption chain in the past and become the sweets of capital competition.
From tens of thousands of fishing rods, thousands of yuan of camping lights, and 10,000 yuan graphics cards, to the booming men's hair transplant and beauty industry ...... in the past two yearsThe wide variety of "other economy" industries is a sign that men who were once silent in the consumer market are now standing up.
Recently, a class of imported anti-aging products called "senescent cell scavengers" (senopurge) has created another hot spot for male consumption in China. With its unique labels such as delaying cell aging and improving sleep, it has set off multiple rounds of rush buying in the health sector of the JD platform.
Background data shows that the unit price of nearly 1,000 yuan is mainly flowing.
First- and second-tier economically developed cities. In this regard, some netizens couldn't help but sigh: It's good to be rich!
Check the background data of Jingdong, although the threshold of a single bottle is more than 900, the market popularity remains high, of which about seventy percent of the orders are occupied by middle-aged men aged 35-58. Mr. Lin from a ** company in Guangdong is an "iron fan" of Shengnuotai, and during the promotion at the beginning of the year, he decisively bought 12 bottles, which is equivalent to stocking up on the annual consumption at one time.
According to the information on the official website, the R&D team behind BioNuotai is Biocenter Inc, a North American original pharmaceutical company, whose main "autophagy" activation technology can help remove aging factors in the body, thereby effectively improving the aging damage accumulated by the body with age, and the innovative addition of the patented ingredient Xtregen of the Japan Institute of Biomedicine in the formula has increased the bioavailability of the supplement to 180% of the industry standard.
Mr. Lin admits that although he does not know much about the professional knowledge related to autophagy, after experiencing it for a period of time, he does feel that the quality of sleep has improved compared to usual, "the insomnia and night sweats at night have been significantly reduced, and I can be energetic all day long without coffee during the day."
In fact, Mr. Wang's experience has been confirmed in previous clinical trials. In 2018, Brock Medical University conducted a study in conjunction with the University of Cambridge that brought together 829 participants aged 45-84 years, of whom 499% are male. Under the intervention of the autophagy activators of Shengnuotai cells, the subjects' energy and sleep quality were improved, and the indicators of muscle status, hair follicle health and metabolic function were also improved to varying degrees.
Fig. In animal experiments, the hair of the test mice also returned to thickness.
Once the scientific research data is released, it has also attracted the interest of the top rich, and some bigwigs have even spent millions just to get a sneak peek at such cutting-edge research results. In 2021, 45-year-old Silicon Valley tech tycoon Brian Johnson spent $2 million a year to tailor an anti-aging experiment called "Blueprint Project" for himself, and in his public health diet, the core ingredients of the above-mentioned raw Nuotai are prominently listed.
Under the dual halo of authoritative endorsement and celebrity effect, Shengnuotai autophagy activator has become popular from the rich circle of Silicon Valley all the way to Japan's high-end shopping malls Ginza and Mitsukoshi, and has gained wide attention in the domestic anti-aging market.
Jingdong user portrait shows that in the past six months, nearly seventy percent of the audience of Shengnuotai is middle-aged men aged 30-58, most of whom are engaged in high-pressure industries such as financial investment, scientific research and education, and law, which is in line with the consumption habits of domestic high-net-worth men.
Fig. 55.8% of high-net-worth individuals choose health as a "want".
According to the survey report, more than 90% of the directors, managers and other management of domestic enterprises have passed the age of confusion, and the average age of leaders of small and medium-sized enterprises and executives of listed companies is 37At the age of 1, this group of people is not only the breadwinner of the family, but also has a much higher income level than the general population.
At the same time, in the "2022 High-net-worth Values and Lifestyle Research Report", "health" was 55With 8% of the affluent population as the primary concern, it's no surprise that Shengnuotai, which targets the health anxiety of middle-aged men, has become popular on JD.com.
Mr. Zheng, an executive at an Internet company in Shanghai, said bluntly that he clearly felt the decline in his physical health after entering 35, and occasionally felt tired for several days after staying up late.
According to statistics, in the first 6 months alone, the sales volume of Shengnuotai on Jingdong has exceeded 10,000 bottles, and the phenomenon of selling out occurs from time to time. In the return survey, less than 2% of users reported "no significant improvement". While consumers may not be able to quantify "rejuvenation", they generally report a better night's sleep and a lighter body. These changes are also enough to show that the autophagy activation technology targeted by Shengnuotai has effectively improved their expectations for a healthy life to a certain extent.
In the past, Chinese men's consumption behavior tended to focus on family responsibilities, such as housing purchases, children's education, parents' medical care and other rigid expenditures, while they were relatively conservative in terms of self-consumption. But now, this "tradition" is quietly changing.
According to the "2023 Male Consumption Observation Report", among the users who consume goods with an amount of more than 1,000, men account for 572%, showing the characteristics of ** and low frequency. When more and more middle-aged men are willing to pay for their health and quality of life, JD.com's single bottle of nearly 1,000 yuan "Shengnuotai" is just a small microcosm of their huge spending power.
It is foreseeable that with the change of this consumption trend, a new and huge potential men's health consumer market will continue to release its potential.