中老年男性护肤市场走红背后，是整个男性护肤市场的持续升温。 据统计，过去一年国内男士护肤品市场规模超过170亿元，同比增长17%，未来五年复合增长率达到11%，超过美妆个护市场的平均水平。 2025年，韩束推出的男士控油紧致精华成为爆款，在天猫、京东、抖音平台销售额合计超过3亿。另一国货美妆巨头珀莱雅也被曝光将重启男士护肤赛 道。 曾被贴上"糙汉子"标签的中老年男性，如今正悄悄成为护肤品市场的潜力股。 快手发布的最新双十一数据显示，中老年男性成为男性护肤品类的消费新锐。其中，31-49岁以上男性占比达到50%——更加引人关注的是50岁以上男 性，占比达到24%。 面部精华、乳液、面霜、固体香膏等产品，成为这一类人群的护理首选：以男士面部精华为例，GMV同比提升7064%。 本文，AgeClub将关注中老年男性护肤的消费风向，以及这一人群的消费觉醒，将会为护肤赛道的未来发展带来哪些重要商机。 前言 一位受访者告诉AgeClub，自己的父亲长期户外骑行遭遇风吹，这让她意识到父亲存在潜在的护肤需求，进而为其针对性挑选保湿、改善皮肤角质层有关 的男士护肤品。 另一方面，中老年男性的护肤观念也在悄然迭代。 传统偏见认为 ...

Core Viewpoint - The company behind the Fuli Jian brand, Suixian Fuli Jian Footwear Co., Ltd., is facing significant financial difficulties, including a tax debt of 154,200 yuan and a total debt of approximately 700 million yuan as of 2024, following a period of rapid growth that peaked in 2018 [2]. Financial Performance - In 2018, Fuli Jian's revenue surged from 60 million yuan to 1.8 billion yuan, with the number of stores expanding to around 5,000 [2]. - The company is currently struggling with a debt crisis, with founder Zhang Jingkang facing personal financial issues and being restricted from high consumption due to substantial debts [2]. Legal Issues - Suixian Fuli Jian Footwear Co., Ltd. has been involved in multiple legal cases, with significant amounts at stake, and has been listed multiple times as a dishonest executor by the courts [2]. Quality Crisis - Fuli Jian has faced serious quality issues, with products being reported for non-compliance with safety standards, which has harmed consumer trust and the brand's reputation [5]. Market Competition - The aging population's increasing purchasing power has led to more diverse consumer choices, with competitors like Nike and Skechers entering the senior footwear market, intensifying competition for Fuli Jian [5]. Recovery Efforts - The company has attempted to revitalize its brand by launching new products like the "Runyue" shoes, but initial market feedback indicates that these efforts have not yet yielded significant results [5].