Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definitions
Executive Summary
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- The impact of COVID-19 on marketing to men
- Strengthened responsibility for families and surroundings motivates health and safety-related consumption
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- Figure 1: Short, medium and long-term impact of COVID-19 on marketing to men, August 2020
- The consumer
- Personal disposable income is about 60% of men’s personal income, which indicates a considerably high financial independence
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- Figure 2: Monthly personal income and disposable personal income, June 2020
- All app usages are quite active, and time spent on watching video ranks the first
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- Figure 3: App usage, June 2020
- Men seek the proper solution on different gifting occasions rather than a “one-size-fits-all” solution
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- Figure 4: Gifting priorities, by recipients, June 2020
- Easier home lives are the major call with other lifestyles diversified
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- Figure 5: Life priorities, June 2020
- Beyond mature and masculine, the ideal image of men is considerate, trendy and elegant
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- Figure 6: Men’s ideal image, June 2020
- Rising awareness of self-image management and corporate social responsibility
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- Figure 7: Consumption attitudes, June 2020
- Health and sports-related content are the lead areas of interest in advertising
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- Figure 8: Advertising content preference, June 2020
- What we think
The Impact of COVID-19 on Marketing to Men
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- Figure 9: Short, medium and long-term impact of COVID-19 on marketing to men, August 2020
- Key trends/shifts after COVID-19
- Trend 1: Men experienced more worries about ups-and-downs in terms of finances but is resuming confidence
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- Figure 10: Financial status, by gender, February-August 2020
- Trend 2: Men’s daily spending is no less than women’s, with strong wishes for refreshment even after COVID-19
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- Figure 11: Desired activities, by gender, August 2020
- Trend 3: Among online activities, playing games and watching live streams help men de-stress more
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- Figure 12: De-stressing activities, by gender, August 2020
- Trend 4: Rising responsibility to both families and surroundings of men
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- Figure 13: Concerned factors, by gender, August 2020
- Trend 5: Strengthened awareness for supporting domestic brands
- Impact on the marketing mix
- To prompt family health and safety to male consumers
- To increase the pursuit of spiritual enjoyment
- To enrich men’s leisure enjoyment when accompanying family
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- Figure 14: Room for man in shopping centre
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Issues and Insights
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- High-tech helps men get closer to their ideal image
- The facts
- The implications
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- Figure 15: Solista automatic cooker
- Demand of health and fitness related activities
- The facts
- The implications
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- Figure 16: Nike Rise experiential store
- Men’s romance in gifting and expressions
- The facts
- The implications
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- Figure 17: Tmall Hey Box Qixi Festival lesson schedule
The Consumer – What You Need to Know
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- Personal disposable income is about 60% of men’s personal income, which indicates a considerably high financial independence
- All app usage is quite active, and time spent on watching video ranks first
- Practical for myself, romantic for girlfriends/spouse and well-known brands for friends
- Easier home lives are the major call with other lifestyles diversified
- Beyond mature and masculine, the ideal image of men is considerate, trendy and elegant
- Rising awareness of self-image management and corporate social responsibility
- Health and sports related contents are the lead area of interests in advertising
Financial Independence
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- Personal disposable income is about 60% of men’s personal income, which indicates a considerably high financial independence
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- Figure 18: Monthly personal income and disposable personal income, June 2020
- Most men maintain their financial independence even after marriage
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- Figure 19: Level of financial independence, by family structure, June 2020
- Men’s consumption power in lower-tier cities is catching up with big cities
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- Figure 20: Level of financial independence, by city tier, June 2020
- Supports from parents might be the reason of high financial independence in China
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- Figure 21: Level of financial independence, by monthly personal income, June 2020
App Usage
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- All app usage is quite active, and time spent on watching video ranks first
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- Figure 22: App usage, June 2020
- Video-sharing social networking is catching up with integrated video apps for men in their 30-40s
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- Figure 23: Average spending hours on video apps, by age, June 2020
- Young male followers spend more time on Weibo public accounts than WeChat
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- Figure 24: WeChat and Weibo usage, by age, June 2020
- Support from young people drives popularity of social ecommerce
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- Figure 25: Shopping app usage, by age, June 2020
Gifting Priorities
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- Practical for myself, romantic for girlfriends/spouse and well-known brands for friends
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- Figure 26: Gifting priorities, by recipients, June 2020
- Young men endow more emotional attachment on gifts to themselves
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- Figure 27: Gifting priorities when buying gifts for themselves, by age, June 2020
- Customised gifts are the new romantic choice for girlfriends in tier 1 cities
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- Figure 28: Gifting priorities when buying gifts for girlfriend, by city tier, June 2020
- Figure 29: Gifting priorities when buying gifts for spouse, by city tier, June 2020
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- Figure 30: Apple letting service
- Gifts from well-known brands for friends is representative of social status for higher-income men
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- Figure 31: Gifting priorities when buying gifts for friends, by monthly personal income, June 2020
Life Priorities
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- Easier home lives are the major call with other lifestyles diversified
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- Figure 32: Life priorities, June 2020
- Younger men embrace fairness lifestyle values in social life
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- Figure 33: Selected life priorities (Agree), by monthly personal income and age, June 2020
- Higher-income groups pay more attention to appearance
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- Figure 34: Selected life priorities (Agree), by monthly personal income, June 2020
- Online entertainment is a good supplement for limited offline entertainment in lower-tier cities
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- Figure 35: Selected life priorities (Agree), by city tier, June 2020
Ideal Image
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- Beyond mature and masculine, the ideal image of men is considerate, trendy and elegant
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- Figure 36: Men’s ideal image, June 2020
- Delicate lifestyle value rises in both 80s and 90s
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- Figure 37: Selected men’s ideal image, by generation, June 2020
- 00s and 90s are less likely to be swayed by the sense of masculinity
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- Figure 38: Selected men’s ideal image, by generation, June 2020
- Stylish trend rises in lower-tier cities
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- Figure 39: Selected men’s ideal image, by city tier, June 2020
Consumption Attitudes
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- Rising awareness of self-image management and corporate social responsibility
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- Figure 40: Consumption attitudes, June 2020
- Young people desire convenient and green life values
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- Figure 41: Consumption attitudes on what to purchase, by age, June 2020
- Trust for celebrities/anchors is the key to why live stream purchasing is more popular in lower-tier cities
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- Figure 42: Consumption attitudes on who will influence, by city tier, June 2020
- Men who spent on shopping apps is more patient for discounts
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- Figure 43: Consumption attitudes on when to purchase, by usage of shopping apps, June 2020
Advertising Content Preference
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- Health and sports-related content are the lead areas of interests in advertising
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- Figure 44: Advertising content preference, June 2020
- Health awareness of young men aged 25-29 is rising
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- Figure 45: Selected preferred advertising content (Selected), by age, June 2020
- Fashion in sports expects to be a key win for men in tier 3 or lower tier cities
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- Figure 46: Selected preferred advertising content (Selected), by city tier, June 2020
- Love for family matters more to men in their 40s
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- Figure 47: Selected preferred advertising content (Selected), by age, June 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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