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How Much Money Do Men Earn? The Rise Of Male Elite Leads To A New Wave Of Consumption.

2010/8/10 15:02:00 147

Forbes magazine recently released the world's 50 most valuable brand names.

In this year's list, the brand of scientific and technological enterprises is very popular. In the top 50 brands selected, the technology brand has the largest share, reaching 30%, while among the top 10 brands, 6 are technology enterprise brands, and among the top 5 brands, 4 are science and technology enterprises.

Microsoft, IBM,

Google

Intel IT giant crocodiles rank among the top 10.

Apple

The company also won the top spot with a $57 billion 400 million brand value.

For such a rankings, people can not help but sigh, the top 10 brands, in addition to the third place Coca-Cola and sixth McDonald's, the rest are all men's more concerned brands and fields.

And then to their products, male consumers have become the absolute dominant.

The brand accumulation of 57 billion 400 million dollars is inseparable from the contribution of consumers, which makes people find such a "rule" - men's money seems to be very profitable.

Without the contribution of male consumers, some brands will be hard to get into the top 10 of the Forbes brand list.

Men have their fixation.

consumption

In the field, and with the development of the times, their fields are still expanding.

Perhaps the word "pink economy" will be relatively strange, but there is no need to worry that it will soon fill the circle of men's lives.

It has been popular abroad for more than 10 years, and the pink economy with male leisure consumption as its core has finally settled in China.

Some well-known enterprises, even the world's top cosmetics and skincare brands, have set up a series of professional men's planning departments in China.

"Pink economy" is only a microcosm of the expansion of male consumption, and in the near future there will be more and more areas of consumption open to men.

And the traditional male dominated consumption areas, such as IT, credit card consumption, liquor and so on, still play their huge advantage, occupying the right to speak of male consumption.

In fact, such as "women's wallet better", "men earn money, women spend money", these ideas seem to have become the past.

Male consumption, male occupation, and the age of elite consumption of men are entering our lives.

Pay attention to male consumption

The most profitable brand of men is the world?

"There is always a man who loves to be a wallet behind a woman who likes to go shopping." however, if you still abide by the old consumption concept such as "men earn money and women spend", it is absolutely out.

Open the latest list of the 50 most profitable brands in the world by Forbes magazine, you will be surprised to find that there are men's favorite Marlboro, BMW and "man controlled" apple and Microsoft.

Male consumption era

If today's world's Marlboro cigarette was once a female brand, would you believe it? In fact, yes.

Marlboro was founded in the era of women's domination. Under the guidance of the idea that "men will not invest in themselves", Philip Maurice designed a "mild May weather" advertisement for the cigarette to please female smokers, but it turned out to be the opposite: Although the number of smokers in the United States increased year by year, the sales of Marlboro cigarettes remained mediocre.

In 1954, Leo Bernar, a famous marketing planner, carried out a brand-new "sex change operation" on Marlboro, replacing white as the main color of the outer box with the red of symbolic power, and the cowboy of the western United States, which was full of bold, heroic and heroic spirit, as the brand image, attracting all the male consumers who liked, appreciated and pursued this kind of spirit.

This is the most successful and great marketing strategy so far. This "sex change operation" has completely changed the fate of Moelis Company. In second years, Marlboro cigarettes jumped to the top of the US sales volume and finally became one of the most famous and attractive international brands.

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Marlboro's brand is now reappearing around the world.

According to the latest list of the 50 most valuable brands in the world by Forbes magazine, nearly eighth places such as Marlboro, nineteenth and Gillette ranked the top 10, while the other brands, which are mainly male, are 32.

In proportion, the dominant industry is the high-tech industry: half of the top 10 are related to the IT industry, including the top 57 billion 400 million apple, Microsoft, 56 billion 600 million, Microsoft, Google, and Intel.

In the list of the top 50 brands, IT and telecom industry occupy 20 seats, including CISCO, eBay, Oracle and other network cutting-edge, including AT&T, Vodafone and so on. The total proportion is 40%.

The auto industry is another valuable brand gathering area.

Toyota Corporation, which has recalls many times in recent years and once fell into a crisis of confidence, still ranks eleventh in the brand value of 24 billion 100 million dollars, leading the entire automotive industry.

Among the top 50, BMW, Mercedes Benz and Honda ranked sixteenth, nineteenth and twenty-second respectively at US $19 billion 900 million, $18 billion 800 million and US $17 billion 500 million.

Advanced technology is also the key for them to break into the top 50 brands: the four represent the highest level of hybrid power system, changing the traditional concept of buying cars, creating a new growth point for car companies to get out of the crisis after the crisis.

"Women's purses are better", "men earn money, women spend money", these ideas seem to have become the past.

In Forbes's list, compared with the brand of men's brand, the so-called women's brand, or the brand that looks more popular with women, the highest ranked retailer is only twenty-third, WAL-MART's brand value is $17 billion 200 million.

And a few years ago, WAL-MART was once a frequent visitor to the top 10.

As for the eighteenth and fiftieth luxury goods giants LV and GUCCI, they are no longer the women's patents.

The consumption of luxury goods in France, for example, increased by 7% from 2005 to 2009, compared with 48% in the male market.

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"Compared with women, men are less likely to be persuaded or moved by gorgeous advertisements, so attracting men's attention is not easy.

Once successful, men desire to challenge and believe in their instincts, so that men's consumption desire and brand loyalty far exceed women's.

Forbes, a senior editor of consumer trends research for many years, Reina says attracting male consumers is the key to success.

Empire of men

The magic Jobs and the great Gates, these two familiar names once again occupy the top two positions of this Forbes brand list, leading the confrontation between apple and Microsoft.

The peak battle of this old rival is a history of the development of IT industry in the US.

One is a gentle and low-key technical genius, the other is a tough and unruly business leader, and the relationship between two friends and friends is even more talked about.

In the public interview, two people disdained each other.

Jobs said on the PBS program: "the only problem with Microsoft is that it has no taste and no development at all. It's all about three streams of products."

Gates, in an interview with Reuters, said: "like apple computer, iPod's success will not last for a long time. If Jobs's new product can be successful, I will be puzzled."

When the Apple Corp went to the brink of bankruptcy in 1997, it was Gates who helped to buy 150 million dollars of apple stock, and then built IE browsers in every apple operating system, bringing the apple computer back to life.

In 2007, Jobs made a compelling summary of his relationship with Gates with the lyrics of the Beatles: "30 years ago, we almost joined this line at the same time. Now it is the oldest, and you and I have longer memories."

If male consumption brands become the leading force in Forbes's most valuable brand list, almost all male control is another common feature of the 50 brands.

In Forbes's list, only one business is headed by CEO, a India based woman who has just been appointed by Pepsi Cola and Lu Yingde, a vegetarian who advocates "intestinal health". Her background is: Pepsi Cola focuses on Asian strategy, but has suffered a major setback in the India market because of the unreliability of the test, and Lu Yingde's Asian face and good relations with the India government quickly resolve the crisis.

The other 49 enterprises have chosen male leaders without exception.

"Because the 50 major brands are mainly science and technology and some male brands that dominate male consumers, their leaders are often male elite with great personality and talent, because the value and connotation of many brands are derived from the legend and personal charm of their leaders."

Xiao Mingchao, a famous marketing expert, cited the example of former HP female boss and former Silicon Valley actress Fiorina.

"Although Fiorina has both charm and affinity, it is considered by many to be the worst CEO in HP history. The most important reason is that her female identity is difficult to control the technology giants with male consumption as the main consumer."

In contrast to Fiorina's declining trend, Oracle Corp founder and CEO Larry Allison is a guy who is crazy about being independent.

Under the tide of global economic decline, the Oracle Corp led by him is still strong: through the acquisition of Sun, which is a well-known hardware manufacturing company, as high as 7 billion 400 million US dollars, the Oracle brand entered the top twenty of the world brand record. Balun magazine also named Allison "the most energetic and controversial leader in the scientific and technological circles".

At the same time, the CEO, who holds the highest salary of 80 million dollars in the United States, is also the most famous IT elite in Silicon Valley. He loves racing cars and jet planes. He broke his neck when he surf in Hawaii, and sailing is his favorite. He personally directed the famous Oracle BMW to win the Copa America Cup, and always enjoy life without fear.

Male consumption, male occupation, and the age of elite consumption of men are entering our lives.

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Forbes's most valuable brand list (excerpt)

1 - Apple

Brand value: $57 billion 400 million

Industry: computer hardware

The Apple Com puter Inc was founded in April 1, 1976 by Steve Jobs and Steve Gary Wozniak.

Headquartered in Cupertino, California, the core business is electronic technology products.

After the return of Jobs, Apple has become a synonym for technological aesthetics. IPhone, iPod and a series of innovative technology products of leading industries have made apple rise rapidly in recent years and surpass Microsoft to become the world's largest technology company.

2. Microsoft

Brand value: $56 billion 600 million

Industry: computer software

Founded in 1975 by Bill Gate and Paul Alan, it is the undisputed pioneer and industry leader in the personal computer era. So far, with the three carriages of Windows operating system, IE browser and Office office system, this technology giant still represents the most profitable technology brand.

3. Coca-Cola

Brand value: $55 billion 400 million

Industry: Beverage

This caffeinated carbonated beverage is a leading market in the world, and its sales far exceed its main competitor Pepsi Cola, which is listed in the Guinness world record.

Coca-Cola's formula has so far been unknown to anyone other than the holder family. Coca-Cola sold 12 billion 400 million boxes of products worldwide in 2009.

5. Google

Brand value: $39 billion 700 million

Industry: Web Services

Google founder Peter and Brin co developed the brand new online search engine in the student hostel of Stanford University, and then spread it quickly to global information searchers.

With the banner of the open and shared network age, Google has become the largest search engine in the world, and is considered to be the most promising IT brand in the future.

7. General Electric

Brand value: $33 billion 700 million

Industry: diversified business

Ge Corp is the largest multinational company providing technology and services in the world.

According to statistics in 2009, General Electric's sales revenue is 172 billion 738 million US dollars. It is the world's more than 2 largest company with market assets, and its sales revenue in the past 4 years has been among the top two in the world.

10. NOKIA {page_break}

Brand value: $27 billion 400 million

Industry: Telecommunications

Founded in 1865, NOKIA is currently the world's largest supplier of communication equipment.

NOKIA is the world leader in mobile communications.

With experience, innovation, user friendliness and reliable solutions, NOKIA is also one of the leading providers of mobile, fixed broadband and IP networks.

By combining mobility with the Internet, NOKIA not only creates more business opportunities for enterprises, but also makes people's daily life more colorful.

Pay attention to male consumption

Consumption of captive men

When a new fashion comes on sale, a good and practical cosmetics will start to spread. Women will become the focus of chasing.

In the face of dazzling consumer goods, men also have their pursuit of goals.

Men are even more crazy about women than women.

In fact, male consumption has become an indispensable and growing force in today's market.

Men will be captive in front of their favorite areas of consumption.

Catch up with IT change trend

They will devote themselves to tracking a new laptop to be listed for several weeks.

They will also study several SLR cameras and their accessories at the same time, and finally buy them.

They will even compare the performance of several anti-virus software and make a choice.

Indeed, IT products have a group of consumers who can not be ignored and powerful, that is, male consumers.

In terms of the purchasing habits of male consumers, reconfiguration is lighter.

The upgrading of product function is the concern of many male consumers.

It can be said that men spend their minds and money on IT products as much as women spend on clothing and cosmetics.

Take apple as an example, iPad has been popular with male consumers since its launch.

Although iPad can't install Windows operating system software, it has a fashionable appearance and friendly software interface.

At present, iPad has not yet been listed in China, but there are countless male consumers pursuing it.

After Apple announces the launch of iPad products, journalists can often hear their male friends talk about iPad's performance, data and appearance. They also hope to have a iPad product belonging to their own.

Nowadays, the pursuit of IT products by male consumer groups is not only reflected in the concerns of new products.

Lu Ruiqing, chairman of Beijing Hailong Asset Management Group Co., Ltd., said that today's IT store industry, the era of enterprise has ended, but has entered into the customer era.

The demand for consumers has risen dramatically, and they demand IT stores in shopping malls and even in the service level of foreign businesses.

When you are shuttling in Hailong, Ding Hao and Zhongguancun e world, you will find that most of the crowds are male.

In fact, men's pursuit of IT products is not only reflected in the popularity of IT stores, but also evident in the prevailing online shopping.

Although online shopping can not replace traditional shopping patterns in all fields, in the field of IT products, the future Internet consumption is entirely possible to replace traditional consumption patterns.

In a poll of netizens on the online shopping mall, men's IT net residences were in the majority.

Among them, the voting rate of male IT netizens on Zhongguancun mall is higher than Dangdang, which reflects the male IT netizens pay more attention to IT products.

Mr. Duan can say that there is a crazy fascination for IT products.

He told reporters that whenever he was concerned about the product is about to come out, he will be the first time to log on Zhongguancun online, Pacific computer network and other IT websites to search and compare them.

After summarizing the data, Mr. Duan will also buy products that he likes.

Small to U, large to notebook computers, digital cameras and other products. Over the years, he has purchased countless IT products.

And Mr. Duan's biggest annual cost is to buy IT products.

In fact, it is not only Mr. Duan, but perhaps this kind of pursuit of new IT products is male born.

The rise of "he card" {page_break}

"There are more discount activities. You can get 10 percent off discount on a credit card in a store."

Ms. Lee is an expert in collecting discounted information in offices, especially in credit card consumption, which is her favorite way.

Ms. Liu's lover, Mr. Liu, is never interested in discount information. Ms. Li will tell him from "one day to one day, take away the fee not yet", because this is what Mr. Liu is interested in.

From the survey of gender differences in card behavior and attitude, we can see that women's card holders are not the best customers of banks.

They are less realistic and have more pragmatic and less overdue repayment requirements.

The reasons for their cards are usually promotions, and they do show great interest in all sales promotion activities, especially shopping discounts and shopping gifts.

While the male card holders are significantly more interested in the "free cash Commission" than the female card holders.

Therefore, they can also bring more benefits to banks.

In fact, from this small example, we can see the difference between the cardholder and the female of the male credit card.

In the background of some banks starting to push him card, it is easy to find the rise of male credit card consumption.

Facing the current market economy, China's affluent class is not only increasing rapidly in quantity, but their consumption habits are also changing quietly.

The survey shows that in the consumer group, the male high-end consumer group accounts for about 70%, becoming the backbone of high-end consumption.

Compared with female credit card consumer groups, men use credit card consumption to show obvious characteristics and differences.

In a tense working environment, traveling has become a rare opportunity.

Choosing a suitable credit card can save a lot of travel cost.

Although there are no credit cards specifically targeted at men at present, business owners and drivers are still predominantly male, so many car credit cards and business cards become "quasi men cards".

This implies a huge male consumption group.

Integral deduction, fuel discount, free car wash, emergency rescue and car insurance are almost all kinds of functions that can not be missed.

For example, a Chinese bank card holder who has been launched by a bank can enjoy a 1% discount discount on the more than 14000 cards of CNPC.

In addition, most car cards can be obtained after the activation of an aviation risk or self driving insurance, which saved less than tens of thousands of dollars.

The business card is generally positioned as an enterprise user with a higher threshold for application, which is suitable for professionals such as senior executives, business elites or travel personnel, such as the official card, purchase card, bank card, bank account card and so on.

Cardholders are mostly male groups.

It is worth noting that men's credit card consumption is more obvious in some big cities.

The high-end consumption in Beijing mainly comes from the purchase of "fashion department stores", which spend nearly 9000 yuan per month.

As a financial center of Shanghai, men's pursuit of fine life is reflected in all aspects of life. They pay more attention to external image and have higher requirements for detail collocation.

They occupy a large proportion of watches and jewellery consumption every year.

Guangzhou is a city with a deep accumulation of Chinese traditional culture. "Health preservation" is a necessary topic for Guangzhou's high-end men. The unique "food culture" also makes the affluent class pay more attention to the consumption of food, and the monthly consumption of food occupies the top of the whole country.

As an emigrant city of Shenzhen, it brings together a variety of cultures and is more receptive to external information. Shenzhen's high-end men are more keen to experience the development of temperament and temperament that golf brings. Golf has become one of their daily favorite forms of consumption.

All these are inseparable from credit card consumption.

Credit card consumption has gradually become a consumption pattern that men rely on.

Economic experts believe that the concept of women's dominant consumption is changing, and the era of "his economy" has come quietly.

He believes that in recent years, male oriented consumption guidance is gradually strengthening in all industries, and the increase of male credit card ownership ratio is particularly prominent.

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Crazy liquor consumption

The liquor industry with a long history has been showing a booming pattern of production and marketing in recent years.

At present, with the gradual recovery of the economy, the consumption market of high-end liquor has also been revived and the price is getting higher and higher.

The reason is that high-end liquor represents the product image, brand positioning and target positioning of consumers.

For high-end consumer groups, not only high profits, but also higher product quality.

Liquor itself is a cultural product, and high-end liquor represents a cultural taste.

For example, the vintage liquor, some high quality year wine, with good liquor quality, unique packaging and strong cultural connotation, has been more and more selected as gifts for relatives and friends.

The consumption of liquor is undoubtedly a male consumer.

With the development of economy, people's demand for wine is not only satisfied with the material level, but also the male consumers' inner needs.

Which wine culture can impress him, so this wine can occupy the market more.

In addition to the direct taste experience, people are still seeking a valuable experience in the heart, which is another important reason why liquor is crazy in the market.

Insiders have revealed that the price of a Moutai dealer is around 800 yuan, and the price of Wuliangye is 600 yuan. Luzhou Laojiao's national cellar 1573 is priced at 525 yuan. The sales price in July has increased compared with June, and the brewery's current cargo cycle has resumed to 3 months, making the current market source of goods more stressful.

At the same time, it is expected that Wuliangye, Moutai, the Yanghe River blue classics, national cellar 1573, Fenjiu and other famous liquor will continue to raise prices in the next sales season.

After 1000 yuan of foreign wine and 1000 yuan of red wine, liquor is likely to become the next category of thousand yuan club.

And it is undoubtedly the huge male consumption crowd who helped them to join the ranks.

Every year, many liquor companies will come to the regular price increases to attract gold, and the consumers will again take the example of liquor price hike.

They can also be regarded as a regular consumer of liquor.

In fact, no matter which grade of liquor, there is a price increase, but Moutai and Wuliangye have risen the most.

However, even if the wine is expensive, customers will not buy less wine.

Consumers are also predominantly male. "

A large supermarket salesperson in Beijing told reporters.

At the same time, a gentleman who came to buy wine told reporters that he chose the wine to see the brand, which was two more than the price.

He also sighed, "now that all kinds of drinks have gone up, it must be a lot of money to buy wine, but it is acceptable at the moment."

"For those who like to drink and those who give gifts with wine, liquor consumption is no longer normal."

Said the gentleman.

Male jewelry keeps rising steadily

Women's natural beauty, jewelry market has almost become a woman's world. Many businesses have been watching women's wallets, but ignore men's love for beauty. At the same time, they may ignore a potential huge consumer group.

As more and more men begin to pay attention to the "face" problem, jewelry for men is getting more and more attention.

Many jewelry businesses have begun to enter the market of male jewelry.

If we say that jewelry is a necessities for women to love, it is a treasure that makes women more brilliant and flowery. Jewelry is the identification code for men's success and the silent expression of men's personal taste and style.

When men become more and more aware of their image, they will not be willing to dress simply and start wearing their own jewelry to show their self character and improve their taste.

"Today's jewelry for men is also broken and stereotyped. It is not only bold in design but also fashionable in new materials, such as beeswax, gemstone, crystal, etc., which were once regarded as the material of women. Now, through the rugged design lines and exquisite workmanship, men are full of flavour.

Most men believe that wearing ornaments can better show men's character, temperament, accomplishment and identity.

The shopping guide of a shopping mall in Beijing introduced to reporters.

With men's purse being abundant, the men who gradually grab the dominant fashion consumption become the most potential consumers of jewelry, not only for lovers, but also for themselves.

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Affected by the global economic downturn, the luxury market has also been hit hard.

But since 1997, the male jewellery market has doubled unexpectedly.

The 2010 personal luxury report released by Unity Marketing, a marketing company, shows that men spend 20% of their jewelry on the high-end jewellery market.

From 2007 to 2009, female jewelry purchases increased by 6.5%, while male jewellery purchases increased by 10% over the same period.

The report shows that wealthy men under 40 are the fastest growing group of luxury brand consumers.

The idea of "masculine man does not need to wear jewellery" has long been out of date in the age of "urban charm man".

Michael Fisher, editor of Stylesight, the world's leading online trend information company, says it is gratifying not only for the rich to buy jewelry, but also for men to shop at H&M shops to buy bracelets and other accessories.

During the global economic downturn, men did not waste limited resources on new clothes, but displayed their personalities through these jewellery.

Fisher also pointed out that when the recession is coming to an end, men buy jewelry and show that they are recovering from the downturn.

The male jewelry market still has great potential and is worth developing.

Pay attention to male consumption

The rise of male elite leads to a new wave of consumption.

In today's era of feminism, more and more women are being tagging. Women's dominant consumer market is quietly changing the traditional pformation. "Better money for men" has become the mainstream of the times.

Consumer in change

Men, aged between 30~45, earn a lot of money, and are the three main centers of life from health, work and family. Such high-end consumers are becoming the main force in the new wave of consumption boom in China, and their consumption habits are also becoming new standards affecting the Chinese consumer goods market.

A consumer market survey was conducted to analyze the current Chinese Elite Men's consumption habits and habits in fashion, perfume, name list, skin care, housing, tourism and reading.

The survey shows that Chinese elite men are becoming the main force in the consumer market. With the increasingly strong awareness of brand consumption, consumer demand for spiritual tourism such as tourism, golf and social welfare activities has also become increasingly rich.

A comprehensive research report on the lifestyle and needs of high-end men released by a survey agency has also verified the trend of anti tradition.

This report visits 3368 high-end male clients in 18 cities such as Beijing, Shanghai and Guangzhou. It takes the lifestyle of "lifestyle and attitude", "consumption habits and places" and "luxury understanding" as longitude, and takes the representative figures of different life experiences such as "young people who work hard", "stable development of small and medium sized enterprises", "big business executives" and "rich two generation" as latitude. It makes a more accurate description of the changes of Chinese consumer groups.

Xiao Mingchao, a famous marketing expert, pointed out in the analysis report that the development process of China's economy and society in the past 30 years has changed the traditional consumer groups dominated by women and children, and the huge potential of male consumption has gradually become more prominent. From the past it has been relatively concentrated in a number of areas, such as men's skin care products, perfume and men's fashion magazines.

Experts believe that the concept of women's dominant consumption is changing, and the era of "his economy" has come quietly.

Data show that male high-end consumer groups account for about 70%, which is the backbone of domestic high-end consumption.

Most of them are in high positions, with an average annual salary of 510 thousand yuan and an average annual income of over 760 thousand yuan. This is a sketch of the high-end male consumption group.

Health, work and family constitute the top three centers of life for high-end men, of whom 68% of high-end men place health in the first place.

Because these people are in the stage of rising or stable development, they are more or less under certain pressure. Tourism has become the preferred way for high-end men to decompress.

Overseas tourism is the first choice, and 90% of the rich will choose overseas consumption. Among them, Hongkong's popularity is ranked first, up to 38%.

Subverting traditional consumption habits

With the advent of the era of male consumption, more and more traditional consumption concepts are quietly changing.

Men are also "face".

No matter how small a man is, he is a real man. Men who are too interested in appearance can make people feel strange. Such consumption concept is deep-rooted.

But now, the pursuit of fashion is no longer a patent for women. Chinese men are abandoning the traditional masculinity concept and gradually become one of the most active consumers of skin care products in the world.

Data show that China's male skin care market increased by 27% last year, and this year is growing at a rate of 40% - about 5 times the growth rate of women's skin care products market.

"This is a huge market, which is one of the biggest surprises in China's skin care market."

Mcel, general manager of L'OREAL Asia Pacific, said.

He said L'OREAL's products for men were just launched 3 years ago and now occupy 22%~23% of L'OREAL's China business in Paris.

In Western Europe, the share of men in the skin care market is only 7%~10%.

Two other cosmetics brands, NIVEA and Mentholatum, have launched a new series of men's skin care, and retailers report that more store space is dedicated to displaying men's products.

Researchers say that the rapid growth of the skin care market comes from the growing importance of Chinese men's external attention as a key factor in achieving social and professional success.

Another absurd guess is whether the Chinese single child policy has resulted in a decrease in the number of married women, which has now led to an escalation of competition among men, making them more concerned about their appearance.

Man has become an important representation of male role as a sex role. Therefore, men's preferred fashion areas are related to the sense of strength, such as automobiles, sports and fitness.

Products and services that are powerful or "force appeals" are often popular with men. For example, men often use cigarettes to show their charms. Marlboro uses cowboy images to show their sense of strength.

For brands, the power of appeals is a very important element to impress men. Brands can find new images and brand appeals through the interpretation and insight of "strength".

The depth of thinking is another focus of male brand marketing.

In recent years, many popular books, such as "those things in the Ming Dynasty" and "currency wars", are all men's perspectives. The reason why these works are highly sought after is that they conform to the characteristics of men's thinking and thinking.

This, in turn, suggests that those who lock in the male market must have a depth of marketing information for men, rather than exaggerating their appearance.

The spiritual connotation behind luxury

At the beginning of this month, Hermes opened the first men's wear shop in Madison street, New York.

The shop has an area of 2450 square feet, and the interior decoration is similar to the traditional tailoring shop.

Something similar happened on both sides of the ocean: Paris luxury brand Lanvin closed the women's clothing store in Bond Street in London in September 2008, and opened a men's clothing store in the famous tailor Street Sai Ville Street area. The luxury goods magnate Louis Weedon also opened an independent men's clothing store next to the old shop in Financial Street, Beijing.

This seems to indicate that luxury giants who have focused on women's wallets have begun to realize the huge opportunities for male consumption.

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Women used to be the main target of luxury brand marketing, and they were often excited when faced with the temptation of beautiful clothes.

Men are always regarded as "producers" and are ignored.

"Compared with women, they attach great importance to the brand of goods or services, or even do not care about the value of the goods themselves. They are more concerned about the added value hidden behind the merchandise. While enjoying quality life, if they can get more intimate and thoughtful service care, they think it is recognition of their identity and will have a strong sense of identity and dependence on the brand that provides services."

According to Euromonitor, a market research firm, even in the mature luxury market, such as the United States and Britain, in the past 5 years, the sales of men's clothing increased by two times than that of women's clothing, and the retail market of Chinese men's clothing is the biggest growth potential in the world.

During the period ~2009 2005, the luxury market for Chinese women increased by 7%, compared with 48% in the male market.

The luxury market is experiencing a thrilling "sex change operation".

"For men, luxury is more ornamental and more decorative.

In order to pursue quality life and pay attention to details, they have abandoned the impulse consumption of sensibility, and the higher spiritual realm is their pursuit.

Milton, chief executive of the international luxury Institute, believes that the spiritual connotation of men's luxury goods is the first element.

A product and brand must have profound connotation and style if it wants to be favored by men.

We should not only exaggerate things, but also seek the spiritual elements behind them so that men can be moved.

Some smart vendors seized this mentality and spent a lot of time in marketing. For example, Chivas's advertising film "live Knight's demeanor" gave a wonderful interpretation of contemporary chivalrous demeanor, and interpreted the modern male spirit from four different dimensions, such as courage, friendship, style and fashion, so that many male consumers had a strong resonance.

The market survey showed that in the week after the launch of the advertisement, Chivas's sales increased by only 30% in the Beijing market.

The marketing of British branded Johnnie Walker whiskey has the same effect.

Its advertisement is "Keep? Walking". After plating into Chinese, it is "having aspiration and doing things". It shows men's challenge to the challenge and positive trend, and has also achieved good market reaction.