Core Viewpoint - The article explores the emerging trend of male models in the nightlife industry, highlighting the changing dynamics of female consumption of male beauty and the economic implications for young male models in this sector [5][6][14]. Group 1: Industry Overview - The traditional image of nightlife consumption has shifted, with male models becoming a mainstream attraction in various venues such as muscle bars and male model clubs [6][8]. - The male modeling industry is characterized by a significant number of young men, many of whom are driven by financial necessity due to personal or family hardships [10][12]. - The industry has become more visible and accepted, with male model services being openly advertised on platforms like Meituan and Douyin [6][8]. Group 2: Economic Dynamics - Male models primarily earn through three methods: bookings from regular clients, selection during "shooting" events, and commissions from alcohol sales [36][37]. - Earnings can vary significantly, with top earners making up to 80,000 yuan in a day, while average earnings range from 6,000 to 30,000 yuan per month [37][38]. - The competition is fierce, with many male models vying for attention in a crowded market, leading to a "more soup than monks" scenario [37][38]. Group 3: Consumer Behavior - Female consumers are increasingly willing to spend on male models for emotional experiences rather than purely physical interactions, seeking companionship and entertainment [23][25]. - The clientele includes not only women but also men, particularly gay men, who are often more direct in their intentions [15][19]. - The services provided by male models focus on emotional value and entertainment, with strict boundaries against sexual transactions [25][26]. Group 4: Personal Stories and Challenges - Many male models, like Liu Hanlin, enter the industry out of necessity, often carrying significant financial burdens from family debts [10][11][12]. - The lifestyle associated with being a male model includes long hours, heavy drinking, and potential health risks, leading to concerns about long-term well-being [41][43]. - The industry offers limited career longevity, with many models facing an uncertain future as they age out of the market [44][49].

Group 1 - Haidilao has launched late-night themed stores across multiple cities to cater to the social habits of young people, receiving significant popularity [1] - The late-night stores have transformed into "Live houses" featuring DJs and cocktail performances, attracting attention and engagement from consumers [1] - Similar trends are observed with Xiangpiaopiao, which introduced a "tea-making boy band" in its pop-up stores, employing models and influencers as staff [4] Group 2 - The "boy band service" concept has gained traction, with consumers willing to wait in long lines for drinks served by attractive male staff, turning the experience into a fan meeting [4] - The trend of "male model service" is spreading across various dining establishments, including cafes and barbecue restaurants, enhancing customer experience through visual appeal [4][7] - SIZEN cafe in Guangzhou has quickly risen to the top of the popular coffee rankings, with reports of wait times reaching 450 minutes due to its "male model" staff [7] Group 3 - The phenomenon of "male model service" is particularly prevalent in barbecue restaurants, where attractive male staff engage with customers during the cooking process [8] - In Chongqing, a barbecue restaurant has monetized "male service" interactions, charging for photo opportunities and offering unique performances, which has led to high consumer interest [8] - The increasing reliance on "male aesthetics" for marketing is evident, with many restaurants leveraging this trend to attract attention on social media [8] Group 4 - While the "male model service" has garnered attention, there are concerns about the quality of food and overall dining experience, with some consumers expressing dissatisfaction with the core offerings [12] - Criticism has emerged regarding the sustainability of restaurants relying heavily on "male aesthetics" as their primary selling point, potentially compromising food quality and service [12] - Instances of extreme marketing tactics, such as inappropriate performances, have led to regulatory actions against establishments, highlighting the need for maintaining professional boundaries in service [13][16] Group 5 - The trend of "male aesthetics" in dining is seen as a strategy for differentiation in a competitive market, effectively appealing to specific demographics, particularly young women [16] - However, the core value of dining establishments should remain focused on food and drink, with "male aesthetics" serving as an enhancement rather than a replacement for quality offerings [16]