Where did they spend their money
Our reporter Ao Rong and intern Niu Yingbo
Recently, major online shopping platforms are competing for strength around the same theme: Tmall’s "3.8 Festival", JD.com’s "Her Festival", Suning’s "Goddess Renewal Festival"... the annual "March 8" International Working Women's Day has become a prime time for merchants to launch new spring products.
However, unlike "Double 11", "618" and the New Year's Day, the protagonist of the March 8th Shopping Festival-women will not only shop on this day.
Women are showing increasingly strong consumption power, which has promoted the transformation of the social consumption pattern and led to the continuous optimization and upgrading of consumption concepts.
"She" dominates household consumption
Women have always been the most active group in the consumer field.
Contemporary Chinese women are economically independent and spiritually free. They can not only spend money, but also earn money. Coupled with their natural "love and discipline" character, they have the dominant power of household consumption while also subtly affecting the direction of the entire consumer market. .
In the new consumption field with iterative and updated business formats, female consumers directly promote the financing expansion of social e-commerce, live broadcast and group purchase by virtue of their huge purchasing power.
Where did they spend all their money?
Based on the female consumption reports released by various big data platforms in the past year, it can be found that the scale of China's female consumption market has reached 4.8 trillion yuan in 2020.
In the field of e-commerce, women show absolute purchasing power. 70% to 80% of the users of vertical e-commerce are women. Cosmetics, food, childcare products, clothing, jewelry, medical care, etc., are mostly consumed by women. Feminist.
Chen Fei, a young mother who works for a publishing house in Beijing, focused on cosmetics and baby dining chairs during the March 8th festival this year.
"Every year, every brand has new products launched in March. I planted several skin care products and bought them during the promotion." Chen Fei said, "March 8" International Women's Day in the spring and "Double 11" at the end of the year. "It's a good time for big purchases.
Caring for yourself can best hit the ignition point of "her consumption".
Female users in different groups have different spending power, but out of caring for family needs or self-improvement needs, there is a high demand for goods that make them better.
In the report on new consumption trends for women compiled by big data, young women in small towns under the age of 30 with 160 million users have a slower pace of life, enjoy life, and pursue cost-effective consumption; under the age of 24, there are 110 million small white people with users. Low spending power, willing to try new things, sensitive to fashion, and willing to explore various shopping forms; moms with 220 million users have a large age span, are generally busy, have less time for entertainment and relaxation, and need to purchase a lot of daily commodities and shopping Careful calculations; from 25 to 35 years old, with 140 million users, most of them are women in the workplace. They have high incomes, extensive and active online interests, and frequent online shopping. They are the current high-quality core users of e-commerce.
Those who get "her" get the market
Female consumers have become the protagonist of the market competition by virtue of their extraordinary purchasing power, and "she consumption" has become more and more attractive.
A big data ranking of JD.com shows that in the minds of investors, from high to low, the consumption value is women, the elderly, and men.
For brands and platforms to win the heart of "her", they need to have a deeper understanding of the value pursuit of women in order to stand out in the market competition of "her economy".
Haidilao launched a "female makeup kit" in 2020, which contains makeup remover, absorbent paper, match lipstick, etc. Use makeup remover wipes to remove residual lip makeup before meals, and use oil-absorbent facial tissues to absorb facial shine during meals. Then use matchstick lipstick to easily touch up makeup.
As soon as the news came out, many "fish fans" went to visit the store and said they were "too caring."
Not only that, Haidilao has also launched a luxurious dressing table with a full range of makeup brushes, beautifying eggs, eyebrow trimmers, etc., and individual stores even provide shampoo services, which can be described as a lot of effort.
Businessmen who can use their brains are more than the Haidilao family.
In the traditional alcohol market where men are the main consumers, women's consumption has risen significantly in recent years.
A few days ago, Alibaba’s Spring Festival consumption report showed that the number of people who bought wine in 2021 will be twice that of last year, and nearly 70 of them are women. Urban women between the ages of 20 and 35 love fruit wine and sparkling wine.
Since the emergence of the Rui'ao cocktail, the marketing target is targeted at young consumers, especially women, and wine companies have been rushed.
Moutai launched the Youmi Blueberry Craft, which designed the taste of the wine and the bottle and hanging cup from a female perspective.
In 2020, Jiang Xiaobai launched a new product "Mei Jian Liquor". In Li Jiaqi's Taobao live broadcast room on March 14 of that year, 200,000 bottles of "Mei Jian Liquor" were sold out.
Meijian’s team stated that from the perspective of consumer portraits, the proportion of young female consumers is much higher than that of men.
"Her" thinking is changing
Compared with the traditional industry's efforts to discover new customer resources in female consumption, Internet celebrity live broadcasts, social e-commerce and other Internet-based new formats have been inextricably linked to "her consumption" from the day of their birth. contact.
The popularity of these new formats has also led to changes in women's consumption concepts.
Luo Ying is a tour guide in Tongren City, Guizhou Province. She loves to watch Wei Ya's live broadcast during her break.
"I often receive tourists from Shanghai, Guangdong and other big cities. I have the same hobbies and topics as girls in these first-tier cities. Watching live broadcasts can buy things that are not available locally, and I can also know what products people in other places like. , How do they live."
In 2020, the new crown pneumonia epidemic has changed people's lifestyles, and many new consumer concepts have come to fruition.
Female users are willing to spend more time on content platforms such as Douyin, Kuaishou, Weibo, and Xiaohongshu. They plant grass on these platforms and are willing to accept new things and spend money.
For example, last year’s mobile Taobao live broadcast big data showed that live streaming is particularly popular with women, with 55% of female users contributing 68.8% of the payment rate, which is significantly higher than all users on the Taobao platform.
Community group buying is also aimed at female consumers.
According to the survey data of the "2020 Community Group Buying White Paper" released by Kantar China, female consumers account for 60% to 80% of community group buying, becoming the main consumer group for community group buying.
Chai Ying, a resident of Majiapu Street in Beijing, who is usually used to shopping at fruit and vegetable shops, has recently placed orders on his mobile phone to buy food.
“The owner of the group releases local dishes in the group buying group every day. The variety is fresh and the price is very affordable. There is no need to leave the community.” Chai Ying told reporters, “Community group buying has taught us elderly people to use mobile phones to shop. , I will go online to check a lot of things."
"She consumes" not only benefits the merchants, but also provides more opportunities and consumption ideas for female consumers.
It is worth mentioning that many "post-80s" and "post-90s" women started their businesses on e-commerce platforms. They have found their career direction and joy of life in the "her era" of the Internet.
Our reporter Ao Rong, intern Niu Yingbo