导语： 今年国庆假期，北京合生汇商圈一家医美机构的候诊区里，28岁程序员小张正等候双眼皮手术，他直言"做完显精神，和客户沟通时也更有底气"。 这样的场景并非个例，近年来，医美机构的咨询与候诊人群中，男性身影愈发常见。 "他们的需求很明确，多聚焦植发、去皱等功能性问题，消费目的性强且心态开放。"某医美机构工作人员表示，这类男性顾客已逐渐成为院内常客。 由德勤&艾尔建美学&中国整形美容协会联合发布的《中国医美行业2024年度洞悉报告》显示，2023年男性医美消费支出同比增长27%。 当以女性为主导的医美市场增长趋于平缓，行业深陷内卷困境时，强势崛起的"男颜经济"能否成为可靠增量，撑起行业的第二增长曲线？ 医美市场热闹表象下的生存焦虑 医美行业热闹的表象之下，潜藏着挥之不去的生存焦虑。 这点很直观地反映在头部企业的业绩上，有"医美茅"之称的爱美客连续三季度营利双降，华熙生物前三季归母净利润下滑超三成，平台方新氧仍未摆脱亏 损，行业增长乏力已成共识。 头部企业的困境并非孤例，其背后是整体供给的严重过剩与市场的激烈内卷。 天眼查数据显示，截至今年9月30日，我国现存在业、存续状态的医美相关企业超18.2万家，存量争夺战 ...

Group 1 - The article highlights the growing male consumer market, particularly in grooming and beauty products, with significant sales growth in various categories [1][12][15] - A specific focus is on the male grooming market, which surpassed 10 billion yuan in 2020, with brands like "Jishanchuan" achieving top sales on platforms like Douyin [5][9] - The demand for male beauty products is driven by younger generations, with a notable increase in sales of products like blush and eyebrow pencils, indicating a shift in male beauty standards [12][15][18] Group 2 - The rise of EDC (Every Day Carry) toys has seen a 2.5 times increase in sales during the 618 shopping festival, with a significant portion of the consumer base being male [26][32] - High-end EDC toys have also seen a remarkable growth of 112%, with some products selling out quickly, indicating a strong market interest [26][35] - The smart ring market is experiencing rapid growth, with a projected increase of 88.4% in 2024, driven by the demand for discreet and functional wearable technology [36][38] Group 3 - The article emphasizes the importance of addressing specific male consumer pain points, such as the complexity of choosing grooming products and the need for professional, trustworthy brands [6][9] - Marketing strategies that focus on solving user problems rather than relying on celebrity endorsements are proving effective, as seen with "Jishanchuan" [9][11] - The evolving male consumer landscape suggests that brands can tap into previously overlooked niches, leading to potential growth opportunities in various sectors [11][40]

Core Insights - The sunscreen market is experiencing a significant transformation towards multifunctional products that integrate sun protection, skincare, and anti-aging benefits [21] Industry Trends - The demand for sunscreen products is rapidly increasing due to rising temperatures and heightened consumer awareness about sun protection [4][5] - The sunscreen apparel segment has evolved from a niche category to a mainstream consumer product, with sales of sunscreen clothing reaching 10 billion yuan in just three years for companies like Bosideng [6][19] - The market for sunscreen cosmetics has reached 14.8 billion yuan in 2023, with projections to grow to 22.4 billion yuan by 2028 [15] Consumer Behavior - Consumers are increasingly seeking products that not only provide sun protection but also address skin concerns such as hydration and anti-aging [11][14] - The demographic for sunscreen products is expanding, with male consumers showing a growing interest in sun protection, particularly in the chemical sunscreen category [15][19] Market Dynamics - The domestic sunscreen apparel market is projected to exceed 80 billion yuan in 2024, with a significant portion attributed to sunscreen clothing [19] - The competitive landscape is shifting, with domestic brands leveraging technological advancements and cost advantages to compete with foreign brands [21] Product Innovation - There is a trend towards combining different functionalities in sunscreen products, such as incorporating moisturizing agents and using advanced materials for better performance [13][21] - The focus on lightweight, breathable, and quick-drying fabrics is becoming essential in the development of sunscreen apparel [20][21]

Core Insights - The male skincare market in China is undergoing a significant transformation, shifting from a "nice-to-have" to an "essential" mindset, with the market expected to exceed 17 billion yuan in 2024, growing at 17% year-on-year [2] - The Douyin platform has emerged as a key marketing channel for male skincare brands, leveraging its content ecosystem and algorithmic recommendations to influence consumer decisions [2] Market Overview - The male skincare market is projected to reach 29.2 billion yuan by 2029, with a compound annual growth rate (CAGR) of 11% from 2025 to 2029, outpacing the overall beauty and personal care market [2] - The top-selling products on Douyin in the first half of 2025 indicate a strong preference for cleansing products, which dominate the sales rankings, while high-end serums and gift sets are gaining traction [10][12] Product Performance - The top-selling product, 韩束男士升级2.0控油紧致多效精华, achieved over 1 million units sold and sales exceeding 100 million yuan, highlighting the demand for effective skincare solutions among male consumers [8][10] - The second-best seller, 左颜右色美白洗面奶, recorded sales between 25 million and 50 million yuan, showcasing the brand's strong presence in the cleansing category [9][10] Brand Dynamics - The brand 左颜右色 has established dominance in the cleansing segment, with four products in the top 20, reflecting its effective positioning in addressing male skincare concerns [14][16] - Domestic brands have captured all top 20 positions in the rankings, indicating a significant shift towards local brands in the male skincare market [16] Trends and Consumer Behavior - There is a growing trend towards professional efficacy and ingredient transparency, with consumers increasingly interested in product formulations and proven results [20] - The market is witnessing a shift from basic skincare routines to more elaborate, multi-step regimens, indicating a maturation of male skincare consumption [20][21] - The blurring of gender boundaries in product marketing is evident, with many products being marketed as unisex, reflecting changing consumer attitudes among younger males [21]

Investment Rating - The report does not explicitly provide an investment rating for the men's skincare industry in China. Core Insights - The men's skincare market in China is rapidly growing, with a market size of approximately 170 billion yuan in 2024, representing a year-on-year growth of 17%. It is projected to reach 292 billion yuan by 2029, indicating significant potential for expansion [4][35][36]. Summary by Sections Industry Overview - The skincare market in China is characterized by diversification, precision, and technological advancement. The market is expected to grow from approximately 3,635 billion yuan in 2024 to 4,337 billion yuan by 2028, driven by e-commerce innovations, technological advancements, and a growing demand for natural ingredients [3][29][31]. Men's Skincare Market Insights - The men's skincare market is expanding due to changing social perceptions and increasing awareness among men regarding skincare. The market is diversifying with a variety of products, and the demand for functional products is on the rise. The market is expected to see a significant increase in high-end products [4][35][36]. Market Size - The men's skincare market in China is projected to grow to approximately 170 billion yuan in 2024, with a year-on-year growth rate of 17%. The market is expected to reach 292 billion yuan by 2029, with significant growth in categories such as masks and sunscreens [4][35][36]. Product Efficacy - The primary focus of men's skincare products is on moisturizing, cleansing, and oil control. The market is evolving towards more specialized and personalized products, with innovations in technology and formulation [38][40]. Brand Performance - In the online sales channels for men's skincare, platforms like Taobao and Douyin lead in sales. While foreign brands dominate the market, domestic brands are experiencing rapid growth, indicating a potential shift in the competitive landscape [5][35]. Consumer Demographics - The consumer base for men's skincare products is diverse, with a significant portion of male consumers aged 18-35 developing systematic skincare habits. The market is also seeing a rise in demand from older male consumers for advanced skincare solutions [35][43][46]. Development Trends - The market is witnessing a trend towards younger consumers, with an increasing number of males starting to use skincare products at a younger age. The popularity of natural ingredients is also on the rise, driven by the values of the younger generation [52][56].