中国男人消费不如狗的时代，一去不复返了？

Core Insights - The shift in male consumer behavior from spending on relationships to self-focused consumption is becoming evident, marking the rise of "self-indulgent consumption" among men [3][12][34]. Group 1: Changing Consumption Patterns - Male consumers are increasingly prioritizing personal interests and self-care over traditional relationship-based spending, leading to a decline in spending during couple-centric holidays [12][13]. - The average initial marriage age for men is projected to exceed 30 by 2025, reflecting a broader trend of reduced marriage intentions among younger generations [12][38]. - Data from QuestMobile indicates that male spending growth has outpaced female spending for the first time in 2024, with the male consumption market expected to surpass 6 trillion yuan by 2025, growing at a compound annual growth rate of nearly 10% [16][39]. Group 2: Emerging Markets and Trends - The rise of "he economy" is reshaping various markets, as brands adapt to the evolving interests of male consumers, who are now seen as primary market drivers rather than secondary [34][40]. - The gaming industry exemplifies this trend, with the success of the game "Black Myth: Wukong," which sold over 29 million copies and generated 9 billion yuan in revenue, predominantly from male players [19][40]. - The male skincare market is projected to grow at an annual rate of 15.88%, with the market size expected to reach 20.7 billion yuan by 2026, indicating a significant shift in male grooming habits [25][39]. Group 3: Cultural Shifts and Consumer Behavior - The concept of "lonely consumption" is emerging, where men are increasingly spending on personal interests rather than traditional relationship-based expenditures, similar to trends observed in Japan during the 1990s [35][38]. - The popularity of products catering to single living, such as the "one-person meal" series launched by NetEase, highlights the growing market for individual-focused consumption [38][39]. - The changing dynamics in male consumer behavior are prompting brands to rethink their marketing strategies and product offerings to better align with the interests and lifestyles of modern male consumers [40].