"Women> children> pets >men" - in this ranking of spending power, the 300 million male group in China seems to have always been at the bottom of the contempt chain, and is generally considered to be "unwanted, almost never consume for themselves".
A few days ago, a Nissan "Little Blue Pump" with a price of up to 4 figures suddenly set off a boom among middle-aged men in the mainland, which seems to break the prejudice against the group's low desire for consumption - in the recent e-commerce festival, the transaction soared to 10 million yuan in 1 hour, and even high-net-worth male buyers ordered 20 bottles at a time.
Industry insiders revealed that behind the seemingly crazy behavior, the secret needs of middle-aged men in the mainland have been exposed.
01. Nissan's "Little Blue Pump" became popular, and 65% of the buyers were middle-aged men in China
"Many people don't know, in fact, men sometimes care more than women whether they are bad and old." So said Mr. Liu, a 43-year-old financial analyst. It is understood that he has been studying related fields for 7 years for work reasons.
Public information shows that the so-called "little blue pump" that suddenly exploded above is actually a Nissan capsule product - Pyrrovital (Chinese translated as "Pyrrovi"). Before entering the Chinese market, it seems to have been hot in Japan for a long time.
"It is backed by the century-old Japanese pharmaceutical company Miyoshino, which is said to be an emerging scientific and technological achievement." Industry insiders revealed that it may be because it advertises "can boost cellular mitochondrial activity, optimize sports performance, and maintain physical youth", so it has attracted the attention of middle-aged men.
The survey shows that when "Pelovie" first entered the Chinese market in 2021, it played an expensive tone. Searching the Jingdong interface, the price of the PRO version gift box of 60 capsules is 5399 yuan, which is close to the ceiling level of the industry; Even for the entry-level version, it is up to 899/bottle.
"We get a lot of inquiries every day, and they seem to be less concerned about price and more about energy, fitness, and the control of aging." The person in charge of the Chinese market revealed, "Men who buy these things tend to have a good income." After confirming that the relevant scientific research is true and testable, 70% of people will hardly hesitate to start directly. ”
According to the 618 activity data released last month, "Pelovie" capsules ranked first in the list of anti-aging related categories. Back-end user portraits show that 80% of its buyers are middle-aged and high-income men aged 36-55 in first-tier cities such as Beijing, Shanghai and Guangzhou.
In this regard, Mr. Hu, the head of e-commerce, said: "This kind of market response is actually expected by us. According to him, before entering the Chinese market, he has conducted in-depth research on the current situation and needs of domestic men's bodies.
02. "Smashing" thousands of gold in one second, exposing the embarrassment of 300 million middle-aged men
"At this age, that's all you care about, it doesn't matter how much money you have."
In traditional cognition, middle-aged men are often the "pillars" of the family, they usually have old and young, their careers are in a critical upswing, and they bear social pressure and family expectations.
On the other hand, the physical decline brought about by aging often makes them feel overwhelmed - "when you want to carry a gun into battle, you can't lift your head".
According to the "China Men's Health Index Survey Report", 68% of men often experience anxiety, insomnia, fatigue and fatigue. Menopausal symptoms such as decreased muscle mass and loss of strength, which should have appeared in men around the age of 60, have appeared in men around the age of 40. According to statistics, more than 40.2% of people over 40 years old in mainland China suffer from ED (erectile dysfunction).
Note: Products such as "Pelovey" were put on the cusp at this time.
Citing the data of international scientific research journals such as "Nature" and "Aging", the core substance of "Pelovie" products, originated in the Harvard laboratory, and in human clinical trials of the University of Tokyo and the Chinese Academy of Sciences, it was confirmed that 38-65-year-old male volunteers, skin, hair, muscle endurance and other aging physiological indicators, get a young "reverse".
According to Esquire, in 2021, US Special Command spokesman Hawkins said that since 2018, they have also been paying attention to "Pelovie" substances, and have invested $2.8 million in related research and development to complete preclinical safety and measurement studies.
Or affected by it, Nissan "Pelovie" is highly sought after in the domestic middle-aged male group. "Scarce technology, and the expanding physical demands of middle-aged men, make up the largest basic plate of such finished products."
03. Men crazy to unleash consumption potential? We still need to be wary of market chaos
According to data from the seventh national census, the number of middle-aged men in the country exceeds 300 million. With the gradual display of the commercial value of "Pelovie" products, the potential market of middle-aged groups, especially male users, has become broader, and the "He Health" economy has shown a white-hot trend.
However, behind the prosperity of the relevant market and the decline in technology costs, there are also some industry chaos. According to relevant reports, in some parts of the country, there have begun to be three-nil merchants who lack relevant qualifications, and even exaggerated propaganda such as "one second rejuvenation and immortality".
In this regard, Shinichiro Imai, a biologist related to Nissan's "Pelovie" products and professor at the University of Washington School of Medicine, also reminded the Yomiuri Shimbun not to be deceived by the false propaganda of other unscrupulous businesses: "Of course, it cannot make people immortal." Our clinical trials have shown that it is only as long as possible to boost men's vital state and increase their health and vitality. ”
Industry insiders also said: "In a sense, such life science and technology achievements should play the role of health boosters and even human light, and should not be affected by negative factors such as market chaos." Therefore, it is incumbent upon us to strengthen market supervision. ”