Group 1: Market Trends - The traditional couple economy is cooling down, with a notable shift towards male consumers focusing on self-investment and personal interests [1][3][14] - Data shows that 30% of men plan to not give gifts during the 2024 "520" period, indicating a significant change in spending behavior [1] - The sales of the domestic game "Black Myth: Wukong" reached 9 billion yuan, primarily driven by male players, reflecting the rise of "self-consumption" among men [1] Group 2: Changing Consumer Behavior - The willingness to engage in romantic relationships among young people is declining, with both genders scoring around 5 out of 10 on their desire for romance [2][3] - The sales of DR diamond rings, once a symbol of true love, have seen a significant decline, with a 36.19% drop in revenue year-on-year [2] - The cinema attendance for romantic films is decreasing, replaced by a demand for family and solo viewing experiences [3] Group 3: Male Consumption Dynamics - Male consumers are increasingly spending on personal grooming and beauty products, with sales in categories like skincare and cosmetics for men reaching 1.86 billion yuan, a 65% increase year-on-year [5] - The male medical beauty market is also growing, with 45% of surveyed men planning to increase their spending on medical aesthetics in 2024 [7] - The average spending of male consumers online has surpassed that of females, reaching 10,025 yuan, with the male consumption market expected to exceed 6 trillion yuan by 2025, growing at a compound annual growth rate of 9.8% [4] Group 4: Marketing and Brand Strategy - Brands need to adapt to the shift from relationship-based consumption to individual needs, focusing on "solitary consumption" [9][10] - Marketing strategies are evolving from emphasizing product functionality to highlighting emotional value and identity recognition [12][13] - The rise of interest-based consumption is evident, with products becoming symbols of social identity, such as the "middle-class three-piece set" [8][12] Group 5: Future Outlook - The transformation in male consumer behavior is indicative of a broader market restructuring, where consumption is increasingly tied to personal meaning rather than mere transactions [14] - The emergence of new markets driven by single economy, technological empowerment, and evolving values is expected to create significant opportunities for brands [14]

Core Viewpoint - The article discusses the emerging male consumer market, highlighting a shift from traditional spending on relationships to self-focused consumption, termed "self-indulgent consumption" or "he economy" [4][5][18]. Group 1: Changing Consumption Patterns - In recent years, male consumers have shifted their spending focus from relationship-based purchases to self-oriented ones, indicating a new consumption mindset [5][18]. - Data from iMedia shows that in 2024, over 30% of men chose not to give gifts during traditional romantic holidays, marking a significant change in consumer behavior [18]. - The average age of first marriage for men is projected to exceed 30 by 2025, reflecting a decline in marriage intentions among younger generations [19]. Group 2: Growth of Male Consumer Market - The male consumer market is expected to surpass 6 trillion yuan by 2025, with a compound annual growth rate of nearly 10% [23]. - Men are increasingly spending on interests such as sports, gaming, and technology, becoming a significant new consumer force [20][22]. - The success of the game "Black Myth: Wukong," which sold over 29 million copies and generated 9 billion yuan in revenue, underscores the rise of male interest-driven consumption [27]. Group 3: Brand Adaptation and Market Opportunities - Brands are beginning to recognize the importance of understanding male consumer interests and lifestyles to tap into the "he economy" [42][43]. - The rise of "lonely consumption" reflects a broader trend where men prioritize personal enjoyment and self-care over traditional relationship-based spending [44][51]. - The popularity of products targeting single men, such as the "one-person meal" series by NetEase, indicates a growing market for tailored offerings [51][53]. Group 4: Implications for Future Consumption - As the market transitions from an incremental growth phase to a more mature stage, the male consumer segment presents a new blue ocean opportunity for brands [56]. - Companies must adapt their marketing strategies and product offerings to align with the evolving preferences of male consumers, focusing on self-expression and personal interests [56][57].

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].