Male Shopping Guide Has Become The "Standard" Of High-End Brands.

Here world clothing shoes The small weave of the hat net introduces the service test shoes, platform photo taking and cross border endorsement "male god marketing".

Recently, a department store in Wuxi has recruited several long legged male models with a height of 190cm and handsome appearance. They choose and try shoes for female customers to attract the attention of female customers. The US fashion brand A&F used dozens of male models to create a new flagship store in Shanghai. "Male god" star crossed the border to endorse women's products.

It is not just Wuxi department store that wants to attract women's attention. In April of this year, when A&F entered the Chinese mainland market, tens of dozen men wearing cool models were deployed to the store for a week. They took photos with consumers and took part in the bombing of social networks such as micro-blog, WeChat and so on, attracting a large number of female consumers to spend and "watch".

Whether it is recent Lee Min Ho endorsement of Innisfree, Kim Su Hyon endorsement of The Face Shop or Han Geng's endorsement of a beauty makeup website, it shows that the "male god effect" has become a key word in the field of fast moving consumer goods.

What's interesting is that it's high-end in Shanghai and Beijing. Market Whether it's luxury or beauty care brands, tall and handsome male shopping guides are already "standard" of high-end brands.

A famous lady guide told a reporter that because the price difference between the brand at home and abroad is quite large, many young customers often choose to buy overseas after the experience of the counters. Only when the products are "green or yellow" or during the celebration period will they be bought at the domestic counters. The main force of the purchase at the counter is "the lady over 40 years old", and "the woman who can persuade a lady to spend a lot of money is often a male shopping guide". Therefore, although a general counter only has 1 -2 male guides, their performance is often relatively close.

"Male spirit shopping guide is really bad, but it's hard to refuse. It's hard and hard to buy. It turned out that the online reviews were very low. Even if the price is low, the recommended products are either oil or dry, which is not suitable for my skin at all." After eating several times of "appearance Association", Shanghai white collar Yu Lin now buys products from the counter and insists on "actively looking for women shopping guide". "Men's shopping guide is a lot of relying on their faces to eat with their hair, not professional enough. Women's shopping guide is not only professional, but also needs to know more about my needs. The product is not suitable for recommendation, and I can easily reject it."

"Men's model shoes for women, in itself, contribute to the advocacy of men's service for women." Gu Xiaoming, a professor at Fudan University, said that compared with men, women's clothing and other products had a higher frequency of replacement, and women's status in the family improved, and the proportion of their own purchases increased greatly. As the main force of shopping, women became more and more prominent. How to attract women's attention and turn them into consumption power is a topic of concern to businessmen.

Magazines for the public are still dominated by girls, and show shows are full of exposed women. model ... Gu Xiaoming pointed out that male color marketing is a gimmick, like women's marketing, is also part of the eyeball economy. The rise of male color marketing reflects the promotion of women's status and the embodiment of gender equality.

It is worth noting that although the sales of A&F's brand Hollister in the mainland grew by 35% in the same store, sales in the 5 days before the opening of A&F flagship store in Hongkong amounted to more than 1 million US dollars. However, the results of Abercrombie&Fitch's recent release showed that the "man God marketing", which is in the ascendant in the Asian market, has shown signs of decline in the mature markets such as North America.

The company's first quarter earnings report released at the end of May showed that the company's losses expanded from US $7 million 200 thousand in the same period last year to US $23 million 700 thousand this year. Although sales in the international region increased by 5%, sales in the United States dropped by 6%. Many experts pointed out that "male god marketing" to stimulate consumption is not false, but ultimately still need to rely on. brand It forms its core competitiveness to win the favor of consumers.