Original title: Lifting irons, playing games ... "her economy" ushering in new changes?

The changes in the consumption trajectory reflect that women's multiple roles in consumption, apart from their usual wives, mothers, and daughters, have become more and more important to their own attention and improvement.

The concept of "her economy" has been enriched with the enhancement of female consumers' personal consciousness since its birth.

From the data, female consumers have shown different characteristics in the past year in terms of eating, drinking, and playing. Lifting irons and playing games have become their latest hobbies.

According to Jingdong's 2020 Women's Consumption Trend Report, barbells have become women's first choice for home appliances. Among the sports sub-categories in 2019, the turnover of women on the Jingdong platform increased by 292% year-on-year, ranking first.

In addition to sports equipment, the turnover of professional protective gear also increased rapidly year-on-year. The year-on-year increase in sports waist support and sports muscle patch reached 258% and 180% respectively.

From the perspective of consumption trends, women are more inclined to actively control their health and prevent problems before they occur. Among the health consumption, the year-on-year increase in turnover was anti-oxidation, pedometer / fat detector, and muscle powder, which increased by 603%, 466% and 410% respectively. At the same time, from the perspective of female per capita consumption, per capita consumption of commodities such as antioxidants, muscle powder, and health gifts increased by more than 200% year-on-year.

In addition to health, more and more female consumers are beginning to "gold" in the game industry. Jingdong platform data shows that Switch's women's turnover increased by 295% year-on-year.

Not only game consoles, the proportion of female players in various game apps is also increasing. The "2019 China Game Industry Annual Report" shows that domestic game users have exceeded 600 million, of which the number of female players has approached 300 million. Data from App Annie shows that female players account for 46% of the global player population in 2019, and female players are more inclined to casual games and games with social attributes.

Among game-oriented women, the proportion of women aged 26 to 45 increased by 24.9%. Most of them were financial practitioners, or highly educated and high-income women.

The rise of the new consumption trend means that women's attention and promotion of themselves is more and more significant. Liu Hui, chief data officer of JD Group's Big Data Research Institute, told CBN reporters that as the penetration rate of Internet retail users continues to increase, the categories of goods and services are extremely rich, and consumers will show more and more personality The more vivid. Liu Hui said, "From the data analysis, it is not difficult to find some trends that deviate from the image of 'traditional Chinese women' in our minds. Through the data, we can see that the personality of female consumers is fully publicized, not that they are given by the society. The original character is repeated again and again. "

Since three years ago, JD.com and cooperative data agencies have adopted “transgender” consumption as an obvious trend, including men ’s fashion beauty and women ’s sales in fitness, electronics, and automobiles. Experts believe that this will be a continuous trend, and it is the embodiment of consumers from the inherent mode of herd consumption to full self-cognition, self-expression, and personalized consumption.

In addition to lifting iron and playing games, female consumers have become more and more clear in their consumption. Judging from the search and evaluation, the goddesses have a clearer shopping purpose. They will choose to directly search for brand or product related keywords to find products that are suitable for them. At the same time, they are more concerned about the use of experience, experience relevant comments increase quickly, and diet Pay attention to taste and health, and supplies pay attention to application experience.

In Liu Hui's view, women are leaders in high-quality consumption. From the pursuit of cost-effectiveness to better brands, better designs, better experiences, better services, and even more environmentally friendly and responsible consumption, women are escalating consumption. The process is playing an increasingly important role.

Author: Lu Han's