Most of his followers do not care much whether what he suggests is stylish or trendy, he says.

"They want me to show real and reasonable outfit combos from easy-to-get brands such as H&M and Uniqlo."

His most watched video clip is about how to get started with a business suit with a customized shirt.

"Wearing a shirt is basic business etiquette. In addition, women prefer a man to be clean cut, and a fit shirt adds a sexy touch and neatness. Often guys who have a short neck and a bit of belly fat avoid wearing shirts and wear T-shirts. But a tailored shirt can do magic and highlight how professional someone is."

According to QuestMobile, items closely related to personal image, clothing, shoes and personal care products are the kinds of things men buy very frequently, which shows that men's self-awareness has increased, and that dressing up is no longer something that girlfriends or wives organize.

The field in men's online shopping is also becoming more and more extensive. Men also buy more of some products that used to be regarded as a preserve of women, such as skincare products and perfumes.