Marketing to Men - China - September 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definitions
EXECUTIVE SUMMARY
The impact of COVID-19 on marketing to men
Strengthened responsibility for families and surroundings motivates health and safety-related consumption
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
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
Figure 3: App usage, June 2020
Men seek the proper solution on different gifting occasions rather than a “one-size-fits-all” solution
Figure 4: Gifting priorities, by recipients, June 2020
Easier home lives are the major call with other lifestyles diversified
Figure 5: Life priorities, June 2020
Beyond mature and masculine, the ideal image of men is considerate, trendy and elegant
Figure 6: Men’s ideal image, June 2020
Rising awareness of self-image management and corporate social responsibility
Figure 7: Consumption attitudes, June 2020
Health and sports-related content are the lead areas of interest in advertising
Figure 8: Advertising content preference, June 2020
What we think
THE IMPACT OF COVID-19 ON MARKETING TO MEN
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
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
Figure 11: Desired activities, by gender, August 2020
Trend 3: Among online activities, playing games and watching live streams help men de-stress more
Figure 12: De-stressing activities, by gender, August 2020
Trend 4: Rising responsibility to both families and surroundings of men
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
Figure 14: Room for man in shopping centre
ISSUES AND INSIGHTS
High-tech helps men get closer to their ideal image
The facts
The implications
Figure 15: Solista automatic cooker
Demand of health and fitness related activities
The facts
The implications
Figure 16: Nike Rise experiential store
Men’s romance in gifting and expressions
The facts
The implications
Figure 17: Tmall Hey Box Qixi Festival lesson schedule
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Personal disposable income is about 60% of men’s personal income, which indicates a considerably high financial independence
Figure 18: Monthly personal income and disposable personal income, June 2020
Most men maintain their financial independence even after marriage
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
Figure 20: Level of financial independence, by city tier, June 2020
Supports from parents might be the reason of high financial independence in China
Figure 21: Level of financial independence, by monthly personal income, June 2020
APP USAGE
All app usage is quite active, and time spent on watching video ranks first
Figure 22: App usage, June 2020
Video-sharing social networking is catching up with integrated video apps for men in their 30-40s
Figure 23: Average spending hours on video apps, by age, June 2020
Young male followers spend more time on Weibo public accounts than WeChat
Figure 24: WeChat and Weibo usage, by age, June 2020
Support from young people drives popularity of social ecommerce
Figure 25: Shopping app usage, by age, June 2020
GIFTING PRIORITIES
Practical for myself, romantic for girlfriends/spouse and well-known brands for friends
Figure 26: Gifting priorities, by recipients, June 2020
Young men endow more emotional attachment on gifts to themselves
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
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
Figure 30: Apple letting service
Gifts from well-known brands for friends is representative of social status for higher-income men
Figure 31: Gifting priorities when buying gifts for friends, by monthly personal income, June 2020
LIFE PRIORITIES
Easier home lives are the major call with other lifestyles diversified
Figure 32: Life priorities, June 2020
Younger men embrace fairness lifestyle values in social life
Figure 33: Selected life priorities (Agree), by monthly personal income and age, June 2020
Higher-income groups pay more attention to appearance 
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
Figure 35: Selected life priorities (Agree), by city tier, June 2020
IDEAL IMAGE
Beyond mature and masculine, the ideal image of men is considerate, trendy and elegant
Figure 36: Men’s ideal image, June 2020
Delicate lifestyle value rises in both 80s and 90s
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
Figure 38: Selected men’s ideal image, by generation, June 2020
Stylish trend rises in lower-tier cities
Figure 39: Selected men’s ideal image, by city tier, June 2020
CONSUMPTION ATTITUDES 
Rising awareness of self-image management and corporate social responsibility
Figure 40: Consumption attitudes, June 2020
Young people desire convenient and green life values
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
Figure 42: Consumption attitudes on who will influence, by city tier, June 2020
Men who spent on shopping apps is more patient for discounts
Figure 43: Consumption attitudes on when to purchase, by usage of shopping apps, June 2020
ADVERTISING CONTENT PREFERENCE
Health and sports-related content are the lead areas of interests in advertising
Figure 44: Advertising content preference, June 2020
Health awareness of young men aged 25-29 is rising
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
Figure 46: Selected preferred advertising content (Selected), by city tier, June 2020
Love for family matters more to men in their 40s
Figure 47: Selected preferred advertising content (Selected), by age, June 2020
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations