Text/Photo by Huang Shi, reporter of Yangcheng Evening News
Intern Li Yaqi
As e-commerce platforms and physical businesses continue to expand the field of "she consumption", the "she economy" consumption index has improved to a higher level in recent years.
In fact, as early as 2007, the famous economist Ms. Shi Qingqi proposed the concept of "she economy", and in August of the same year, "she economy" was released by the Ministry of Education as one of 171 new Chinese words, which symbolized the female economy. and social status.
On the occasion of the "March 8th" Women's Day, the phenomenon of "she economy" has once again attracted attention. It is normal to "buy a gift for the goddess" to give to yourself or the women around you on a special day.
Recently, a reporter from the Yangcheng Evening News visited the major business districts in Guangzhou and found that many offline stores have launched the "March 8" Women's Day consumer promotion activities in advance, whether they are women's jewelry stores decorated in a neutral style, or the current national trendy stores. You can see the "goddesses" busy shopping.
Focus on female consumer demand
'Her Domain' breaks gender boundaries
On the eve of Women's Day on March 8 last year, Tmall released the "She Power" report.
According to the report, 80% of Tmall's top new brands focus on women's consumer demand, and 70% of the new brand susceptible population (consumers who buy new brands more than 12 times a year) are women.
Interestingly, among the consumers who bought boxing gloves on the Tmall platform, the number of female consumers doubled.
Not only that, they also bought more than 70% of the AJ basketball shoes and more than 80% of the suits on the platform.
Facts have proved that in recent years, the consumption tendency of female consumers is gradually breaking the stereotype of women in society. Whether it is AJ basketball shoes that are often sought after by boys, or neutral suits, they are no longer a consumer product exclusively for men. kind.
Modern women are not only the promoters of the "her economy" consumption wave, but also the innovators of this wave.
Immersive consumption upgrade
Physical stores related to "her" performed well
As we all know, "female trial first" has become a new consumption habit, and the immersive consumption experience with a sense of substitution and interaction is highly sought after by women.
Ms. Zhou, who claimed to visit the big market at least twice a week, told reporters: "Traditional shopping is relatively rigid and boring, while immersive shopping completely integrates shopping and experience, which not only increases consumers' appreciation and cognition of the beauty of the product itself, but also improves It can improve the consumer experience.”
MAC, a beauty store located in Guangzhou Grandview Plaza, recently held an event with the theme of "Goddess Festival·Fantasy Future", which lasted for 12 days.
The staff in the store told reporters that in addition to the preferential packages, if you need to customize the beauty products related to the festival, you can go to the MAC store in Haiya Colorful City in Bao'an, Shenzhen, and get the pictures in advance to customize, which can be completed in three to four days.
At the same time, the clerk also reminded reporters that due to the large number of orders before the festival, it is necessary to queue up in advance to make an appointment.
According to the iResearch report, China's local beauty market will reach about 252.7 billion yuan in 2023, and the compound growth rate from 2021 to 2023 is expected to reach 16.6%.
The first national store of HEAT Beauty Collection Store opened in Guangzhou Grandview Plaza on July 9, 2020.
The reporter learned on the spot that this year's "March 8th" Women's Day, the store has joined forces with 12 beauty brands such as Perfect Diary, Guyu, and Angela to hold special promotions, such as buy two get one free for masks or lipsticks of designated brands, and the duration will be from 2 From the 16th of the month, it will last for a month.
In addition to beauty and skin care stores, many clothing stores are also planning "March 8th" Women's Day activities.
An employee working at the ACC Super Decoration Store in Grandview Plaza told reporters that although it is not convenient to disclose the specific activities at present, last year's "March 8th" Women's Day store launched a promotion of buying 3 get 1 pearl earrings.
"Her power" is awakening day by day
Women in the new era tend to consume in national fashion
"As for the gifts I give to myself for Goddess' Day, I usually take it casually. It may be electronic products, or it may be a cup of milk tea." Ms. Ban, who was shopping, told reporters.
But when it comes to whether she will give her mother a gift, Ms. Ban seems to attach great importance to it, saying that she will take her family's preferences as the primary criterion for shopping, and buy products that "close the eye" when shopping everyday.
It is worth noting that due to the rapid growth of the main force of new middle-class female consumers, the recognition of Guochao brands by the female consumer group is increasing.
Ms. Chen, an employee of the Guangzhou HEAT beauty collection store, told reporters: "Now the products in the store are all domestically produced." The reason is that most female consumers now prefer domestic brands. On the one hand, it is because many domestic brands are It is developed according to the skin of the Chinese people, and on the other hand, it also reflects the confidence of consumers in domestic products.
Xiao Qiaoxue, general manager of Guangzhou Jiyuan Biotechnology Co., Ltd., told reporters: "The aesthetics of female consumers have become more confident and healthy. As a female entrepreneur, I hope that more domestic brands will pay attention to women's needs."