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Consumers Pursue Independent Thinking and Refinement: How the “He” Economy Is Heating Up the Market
This is an era that values both looks and substance—and that’s especially true for today’s men. Although male consumers have long been labeled as having “weak purchasing desire” and a “short consumption lifecycle” compared to their female counterparts, this doesn’t mean they lack needs. Men’s independent aesthetic awareness is on the rise; the classic trio of suits, dress shirts, and jackets no longer suffice to meet their clothing requirements for different occasions. They’ve begun to pursue and express themselves in more individualized ways.
This segment of demand is experiencing rapid growth. Recently, in the report “New Consumption Trends in China: Three Major Drivers Shaping China’s Emerging Consumer Base,” jointly released by Boston Consulting Group and Alibaba, it was found that male consumers are increasing significantly both online and offline, with their spending levels gradually converging with those of women. Whether shopping for themselves or purchasing items for their households, Chinese male consumers now spend more online each year than their female counterparts, reaching 10,025 yuan. In addition, 73% of male consumers in first‑tier cities believe that personal appearance is critically important for job hunting and dating.
As consumers born in the 1980s and 1990s become the main driving force behind clothing purchases, the consumer base is increasingly seeking independent thinking and distinctive taste. As a result, personalization and customization in men’s fashion are set to become new trends in the apparel market. So how can we seize this emerging trend?
B2B
Mass customization enables personalized production.
“Customization is an inevitable trend of our times. As people’s living standards and fashion sensibilities continue to rise, they are naturally placing higher demands on product personalization—and customization offers an excellent solution to this challenge. In the past, made-to-measure services focused on ensuring garments fit properly; today, personalized customization caters to the unique needs of every single consumer,” said Zhou Guoliang, General Manager of the Cloud Wing Intelligent Business Unit at Baoxiniu Holdings.
At CHIC 2017 (Spring), the intelligent customization platform Cloud Wing Smart, brought by Bao Xian Niao, drew countless eyes with its state-of-the-art smart manufacturing production line. By leveraging digitalization, componentization, and modularization, it enables large-scale, full‑category garment customization—meeting consumers’ personalized needs in as little as seven days from order placement to delivery. This technology has opened up new avenues of thought for many menswear companies that are currently seeking transformation. This time, Cloud Wing Smart will focus on showcasing its products and services.
Zhou Guoliang stated, “Smart manufacturing production lines address technical support, primarily leveraging information and intelligent technologies to enhance product production capacity and efficiency. On this foundation, future competition in customization will still revolve around the battle for products and services driven by customer demand.”
By leveraging data to understand customer needs, Bao Xiniu has turned this into a core competitive advantage. “Bao Xiniu entered the custom‑made sector relatively early and has over a decade of experience. Through years of accumulation, categorization, and analysis, we’ve not only learned to anticipate trends but also proactively gather and comprehend customers’ emerging needs via feedback from our retail customization stores,” said Zhou Guoliang. As a result, after launching specialized custom‑made services in 2016, Bao Xiniu quickly established a strong foothold in the domestic market and now collaborates with more than 500 custom‑made boutiques across China.
“Right now, we’re making a return to our roots—every industry has its core essence, and for the apparel industry, that means delivering exceptional products and services; equipment and technology are merely supporting pillars,” said Zhou Guoliang. “Looking ahead, Bao Xiyao aims to seize emerging trends, build distinctive competitive advantages, and consistently place customer needs at the heart of everything we do as we strive to create unparalleled products and services.”
Dalian Longsheng Group, which launched the nation’s first intelligent platform for custom leather clothing, also garnered widespread attention from the industry after its last exhibition. This success gave Longsheng the determination to exhibit again this time—and they tripled the size of their booth.
“I hope to build a smart platform that integrates leather jackets, leather goods, and even all product categories into a comprehensive custom‑ordering platform, capable of providing B‑to‑B customers with a one‑stop solution for their customization needs,” said Wu Qi, Chairman of Dalian Longsheng Group.
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