Looks build brands and careers now

Urban Chinese males turn appearanceconscious, spawn humongous market

Cosmetics, face creams, shampoos ... hang on a second, this cover story is not about the latest trends in the Chinese female consumer products.

No sir/madam, it’s actually about unprecedented changes sweeping the Chinese male consumer products market. The Urban Chinese Man — metrosexual, if you will — is now acutely conscious of his appearance, looks and all that, and is spending big money on grooming.

In the process, he has spawned a multibillion-dollar industry of various cosmetic products and services.

Appearance matters more now than before because there are simply far too many careers for males that are directly linked to looks, industry insiders said.

Wu Kai, 28, a Hangzhou, Zhejiang province-based branding specialist, couldn’t agree more. Every day, his office building fills with groups of software programmers wearing plaid shirts, sportswear and dark-colored outdoor jackets. But it is Wu and his team who stand out amid them for their neat hairstyles and tailor-made clothes made of top-quality fabrics.

For Wu, natty clothing is a sine qua non, having cultivated the habit during his college days. Even back then, he, clean and tidy, would stand out amid groups of slobby boys.

Unlike many male students who would not keep dustbins at their hostel accommodation, Wu would even buy garbage bags for the trash drums. And he would shower and wear fresh clothes every day.

Wu is definitely not an overly tidy person or a picky character. He is generous, easygoing and extroverted, and just hates being dirty. He takes being hygienic, neat and natty as part of his attitude toward life — all need to be organized.

There are many Chinese men of his ilk these days. Wu usually spends around 2,000 yuan ($310) on a regular coat Wu Kai, or shirt, and will happily part with more than 10,000 yuan for a quality business suit.

“In a working environment and even for some important occasions, professionals need to know how to dress, as it may have a big bearing on how others perceive you,” Wu said. “Being well turned out will allow one to stand out, as it portrays a positive and professional image as well as showing the person is prepared. And it also shows one’s respect for others.”

Awareness of what is appropriate dressing and grooming has brought Wu several key opportunities. He was chosen as host for his employer’s annual gala. He was also invited to higher-level business meetings.

“I feel more confident when I am dressed properly,” Wu said. “If I had dressed down, I would not have received that many opportunities to expand my social circle. Well-paid professionals usually have a certain dress code.”

Millennials such as Wu are unlike their parents. They are more comfortable with the concept of spending time and money on grooming and pampering themselves.

According to a survey report earlier this month by China UnionPay Co Ltd, China’s bankcard association, 23 percent of people born in the 1990s will spend more than 5,000 yuan a month on online shopping, topping all other age-groups. And 23 percent of

Being well turned out will allow one to stand out, as it portrays a positive and professional image ... ” a Hangzhou citizen