In China, Generation Z has become the dominant force driving consumption. Traditionally, women have been the unquestionable powerhouse of purchasing power, but as society evolves, there is a subtle shift taking place. While women continue to hold a significant share of the consumption market, the male consumer demographic is steadily growing. This trend suggests that in the future, the male consumer market will expand significantly, signaling a shift in the balance of consumer dynamics.
The Previously Overlooked Buying Power of Chinese Men
In the Chinese consumer market, there has long been a prevailing belief that the purchasing power hierarchy follows this order: Women > Children > Dogs > Men.
Historically, Chinese men were viewed as the least significant demographic in terms of buying power, leading to a marketing focus almost exclusively on women. Advertising slogans often reinforced this, such as: “Men are responsible for earning money to support the family, while women should be beautiful like flowers; if you love her, you should give her your card to swipe”
However, recent years have brought a surprising shift. Men, once seen as having less purchasing power than even dogs, have become an increasingly important consumer group. The current generation of male consumers, especially the younger demographic, is now more likely to buy clothing for themselves, with online platforms becoming their preferred avenue for “retail therapy.” In some cases, men are outpacing women in shopping enthusiasm. A 2021 report revealed that 55% of male users spending over 1,000 yuan online each month surpassed their female counterparts, who accounted for 45%.
In 2022, data showed notable changes in clothing consumption among male consumers compared to the previous year. While 52.6% of men reported no change in clothing expenses, 35.8% indicated an increase, and only 11.6% reported a decrease in spending on clothing.
source：iiMedia Research（艾媒咨询）
Chinese Men Shifting Focus to Self-Care and Personal Fulfillment
Contemporary Chinese men are increasingly prioritizing self-care and personal fulfillment over pursuing women or financially catering to them.
During the 2023 Chinese Qixi Festival (Valentine’s Day), when online influencers discussed what gifts to give to women, many comments below the posts expressed discontent, asking: “Why should only men give gifts to women? Why can’t women give gifts to men? Why not use that money to buy something for myself?”
This shift not only reflects the growing agency and independence of Chinese women but also their rising status in society and the economy. Women are increasingly pursuing their careers, dreams, and the freedom to choose their partners independently.
Additionally, many young Chinese men, burdened by the pressures of dowries, housing loans, and car loans, are stepping back from the traditional expectations of actively courting women or committing to marriage and family. With China’s economic development entering a phase of normalization, the rapid wealth accumulation of the past is no longer as attainable, prompting a shift toward prioritizing personal happiness over societal pressures.
In this context, the capitalist-driven notion of “unconditionally pleasing women” is gradually fading from the narrative.
Domestic Brands Leading the Charge in Capturing the Male Consumer Market
While men may not shop as often as women, they tend to make high-value purchases, such as cars, which can cost tens of thousands of dollars, fishing rods priced in the same range and watches worth thousands. Additionally, spending on gaming top-ups can easily reach several hundred or even thousands of dollars. Furthermore, an increasing number of young Chinese men are becoming more focused on personal grooming products.
As male consumers increasingly prefer online shopping, specialized fashion platforms tailored to their needs have emerged. Platforms like the “CHAO,” the male counterpart to “Little Red Book,” and the sneaker trading platform “Dǔ” are gaining traction. In fact, 60% of “Dǔ” app users are under 30, with more than half of them being male users born after 1990.
Recognizing the potential of the male consumer market, brands are stepping up their efforts to cater to this demographic. For example, the domestic suit brand “Bird of Paradise” has positioned itself as a leader in the suit industry. The brand’s growth reflects the evolving purchasing power of Chinese men. Between 2019 and 2022, “Bird of Paradise” saw its revenue increase from 3.273 billion yuan to 4.313 billion yuan, with a compound annual growth rate of approximately 10%. Its net profit grew from 210 million yuan to 459 million yuan, reflecting a compound annual growth rate of about 30%.
Similarly, the domestic brand “Seven Wolves” has driven continuous transformation and upgrades, holding the top spot in the comprehensive market share for men’s jackets.
The male consumer market has significantly evolved and is no longer as underdeveloped as it once was. For brands, this presents immense opportunities, with the challenge now being to identify the best strategies for growth and success.
