It is often assumed that the prime consumers of Chinese households are women. They formulate budgets, buy everything from clothes to groceries and other daily necessities, and they sometimes even indulge themselves, conventional wisdom goes.
But that's changing in many key Chinese cities with the rise of xinhaonanren - Chinese for "new good men"- or "ubersexual" men, as they are called in Western countries.
According to a report from global market research firm Euromonitor, "ubersexual" refers to a man who is at the same time macho and in touch with his feminine side, one who is unafraid to cook, think and have personal style. He is said to have a more balanced and intelligent approach to shopping.
Research looking at Chinese urban family consumption conducted by the Communication University of China last year found that husbands now assume larger roles than wives in household consumption in key Chinese cities.
The survey covers 1,546 families in nine cities, including Beijing and Shanghai, and features 10 consumption categories, including daily necessities, clothes, entertainment-related electric appliances, household electric appliances, computers, mobile phones, houses, cars, insurance and travel. It found that husbands made 50.4 percent of decisions in more than five of the 10 categories.
Zeng Fan, a 33-year-old Beijinger, is regarded as a typical xinhaonanren by his family and friends. Working at a transnational company as a mid-level manger, he always looks decent and neat. Despite a busy business schedule, he takes his son to kindergarten every day, cooks for his family, enjoys family travels and shops with his wife.
"I really have no idea about 'ubersexual', but I enjoy presenting a sound appearance to people around me. It's my responsibility to take care of my family in all aspects, which is the core of my life," Zeng says.
His wife, Li Xiao, appreciates Zeng's dedication. "I can feel his love every day," Xiao says with smile. "There is no work division in our family, but I think he shoulders more."
Li admits that for large family expenditures, such as a house and car, Zeng has the last word. "He is even a good consultant when I choose clothes and accessories," she adds.
Role reversal
Traditional gender roles have changed significantly, as a growing number of women choose to further their education and careers, forcing men to shoulder a greater share of the household burden, according to Euromonitor's report.
An increase in the number of males occupying the primary caregiver role means a wider range of products will be targeted at them.
Xiao Mingchao, general manager of marketing research firm Shengshi Indexes, says that as the hi-tech industry booms, a growing number of household products are technology-oriented, which make males, who are usually more technology-aware than females, the decision makers.
Men have also started to pay more attention to their personal appearance, boosting markets such as men's clothing, accessories, toiletries and fitness centers.
"In addition to buying luxury watches for themselves, they give gala gifts, such as diamonds and pearls, to their spouses, once they have the financial ability," Xiao adds.
Business opportunities
Savvy business are betting on the change, taking gender differences into account and increasingly looking for ways to segment their markets and target consumers more effectively.
UK-based vacuum cleaner manufacturer Dyson has turned its sights from housewives to male consumers with a greater focus on high technology. To capture men's curiosity, Dyson highlights its technology in its advertising campaigns and presents model products on store shelves without casings so male customers can study the inner workings. About 40 percent of Dyson's buyers are male.
Skin care and daily necessities producer Procter & Gamble Company (P&G) announced in January 2005 it would acquire the global shaving brand Gillette for $57 billion.
At the end of September, P&G announced net sales growth of 8 percent to $20.2 billion for its latest fiscal quarter from July to September, with Gillette delivering double-digital growth.
Euromonitor suggests that there is still enormous room in the market for companies to attract male consumers. For example, men are more likely than women to make purchases on the Internet than women, leaving the door open for online shopping websites to further expand categories and diversify their products to lure male consumers.
Xiao believes Chinese businesses can play a bigger role in the domestic market, given their knowledge about specific local demands.
"As home improvement is widespread around the nation thanks to rising living standards, do-it-yourself products and solution providers may have a chance to lure male consumers, as a large number of men regard decorating their house with their own hands as a kind of game," Xiao says.
