"She consumes" demonstrates "her power"

   Shu Yun

  For the "March 8" International Women’s Day, this year’s women’s festival, major e-commerce platforms are competing to release "big move": JD.com launched a shopping spree with the theme of "Her Festival", and Netease carefully selected and launched "Queen's Day." For shopping activities, Suning.com launched related promotions on "Goddess Renewal Festival"...

  From "Her Day" to "Queen's Day" to "Goddess Day", some people may criticize it. A good-looking festival that promotes the concept of equality has been packaged as a "buy, buy, buy" shopping festival by merchants.

But looking at it from another angle, whether it is the unique titles such as "goddess" and "queen", or the deliberate catering to female consumers by businesses, they all reflect a fact that cannot be ignored, that is, with the improvement of living standards and the advancement of women's status , The self-awareness of Chinese female consumer groups is gradually awakening and gradually growing into the main force of consumption in the new era.

This can be seen in the series of reports on China's consumer insights released by relevant consulting agencies.

The report shows that nearly 400 million female consumers between the ages of 20 and 60 in China control up to 10 trillion yuan in consumer spending each year.

  Behind the figures is the rising income of women and the improvement of social and family status.

A survey data from Zhaolian Recruitment shows that in 2020, the overall average monthly salary of Chinese women is 8,173 yuan, and the overall average monthly salary of men is 9,848 yuan.

Although the overall income level of women is still lower than that of men, the income gap between men and women is further narrowing.

With the increase in income, more and more women have greater right to speak and dominate in household and personal consumption expenditures, and naturally they have become the "sweet and pastry" that businesses from all walks of life are competing for.

  It is worth noting that today's women, their consumption concepts and behaviors no longer only revolve around husbands and children, but pay more attention to themselves and pay attention to themselves, showing a very strong "pleasure" attribute.

An outstanding performance is that the current female consumption is no longer limited to traditional cosmetics, clothing and other fields. In some markets that were dominated by men in the past, such as sports, digital, and purchases of houses, cars and other bulk consumption, the proportion of female consumption There has been a substantial improvement.

  "She consumer", which accounts for an increasing share of the consumer market, is actually a mirror. Through this mirror, we can see that Chinese women who used to focus mostly on firewood, rice, oil, salt, sauce and vinegar tea have now quietly transformed, opened up a broader consumption space, brought substantial consumption growth, and became the backbone of consumption. Hold up half the sky in the market. In this regard, all businesses and even production companies should have a clear understanding, launch more detailed, more diverse and more targeted products and services, and make good use of the "her power" of "her consumption" to drive and promote consumption transformation upgrade.