鈥楽he economy鈥 predicted to grow
Print Edition
Female consumers born after 1990 spend the most money on cosmetics, pets, personal interests, social contacts and health, according to a survey released yesterday.
The female-targeted market, the so-called 鈥渟he economy鈥 鈥 a term coined by China鈥檚 education ministry in 2007 鈥 is expected to expand in China in the post-pandemic era.
Women younger than 30 years old are expected to become the primary consumer force, according to the survey jointly released by Shanghai-based Global Harbor and Jade International, a Beijing consulting company.
They have a stronger reliance on cosmetics and spend about 20 minutes a day on average applying makeup.
China鈥檚 emerging national brands have become increasingly popular among young females compared with major international brands. Female consumers in China鈥檚 third- and fourth-tier cities are expected to represent the biggest potential market.
Young women, especially office workers in large cities like Shanghai, have become the biggest pet-market consumers.
More than half of the followers of cat-related social media accounts are women under 24 years old, and about a third are between 25 and 30. They spend most of their pet-related money on food, medical, services and toys.
Women are also willing to spend money on their personal interests, such as online movies, fitness, reading and online shopping. Younger females around the age of 20 are more interested in games, street culture, selfie photos, pop stars and erciyuan culture, a term referring to anime, manga and games.
In addition to entertainment, young women are also focusing on health. A new model of 鈥減unk health鈥 鈥 adding Chinese herbs into coffee and soda water 鈥 has become popular with this demographic. Half of the nation鈥檚 online consumers of health products are women below the age of 30.
The survey was released at the closing ceremony of the annual Lipstick Festival in Putuo District, where free lipstick was given away to female medical workers, volunteers and customers. A Global League of Female Elite, which includes successful female entrepreneurs and businesswomen, was established to promote the 鈥渟he economy.鈥
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