Women And Young Mothers Are Leading China's "New Economy" In The New Era.

As China's economic development has entered a new normal, economic growth has left the high growth rate of about 10% in the past 30 years. Women's ability to play in consumption has even become an important force to boost the entire consumer goods industry. Women and young mothers in the new age are leading China's "new economy".

Data from Alibaba show that 55% of Ali's online business sales are contributed by female consumers. Since 2014, Alibaba has been emphasizing the younger generation strategy of electric business, and the executives of electric providers are also showing a younger trend. The reason behind this is that the trend of younger consumers of e-commerce consumers is obvious.

"In China's household consumption, women's decisions tend to dominate, and the so-called women and children's money is best earned. Under the trend of women's consumption wave, the importance of" she "will become more and more prominent in the commercial world. In the "data business forum", Yang Qin, chief data analyst of the first financial and business data center, said.

In the purchase of "Ai Mei" products, female customers migrated from the PC side to the wireless terminal as a whole. As of 2015, female customers accounted for about 70% of the wireless terminal consumption. Specifically, the trend of PC to wireless terminal migration is also different in different ages and regions. For example, most of the consumption of the elderly still stays on the PC side. Young people And consumers in remote areas have a higher percentage of purchases through wireless terminals.

For example, in studying the consumption structure of online shopping crowd in different regions, Yang Qin found that there are many three or four line resource cities like Karamay, where the consumers are rich, but the area is remote, and the commercial development is very backward. "The purchasing power is very strong at the wireless end, and the proportion of the middle-aged and the elderly is very high."

The report mainly analyzes women's consumption from several consumer categories, such as "love the beauty, love the family, love to play, love TA". From traditional e-commerce to mobile e-commerce, the size of the shoe and clothing market is still huge, and it keeps growing at a high speed. But it is noteworthy that after the price war, the price of clothing and skin care products has stopped and began to pick up slowly.

"When the price falls close to the critical point, every drop of a piece of money may hurt the business." In Yang Qin's view, although the price has only picked up a little bit, it means a qualitative change. "The price war has been unable to reach a certain level, and more and more consumers are willing to pay for the added value."

In addition, in recent years, the number of women buying love family products has increased rapidly, with the highest proportion of residential housing. Compared with men, women purchase mainly to improve sexual products, such as kitchen appliances and living appliances. But interestingly, the higher the unit price is, the more dominant the male decision-making is. For example, the proportion of home purchase materials and appliances purchased in decoration is less than that of men. "Less than 1% yuan of furniture products are consumed every year, and the furniture industry is at a period of rapid growth of the 30 thousand."

Sports brand is also Nuggets "her economy", in order to win more market share, sports brands have extended their tentacles to women's market segments. "Sports fitness, the dominant position of middle-aged women is relatively strong." a very special finding is that the motivation of urban white-collar workers to exercise is not only to lose weight or shape, but also to stimulate their more active life through sports.

According to "2016 China" Female consumption According to the Market Research Report, from the number of consumption combined with the amount of consumption, the age of 19~22 year old young women is the most significant growth, consumption accounts for not only the proportion of growth and growth accelerated; 23~28 year old women are the highest number of customers, but the growth is limited, the amount of consumption is not as good as the 29~35 year old middle-aged women; the number of female customers over the age of 29 is in a stable state, the consumption share and growth rate have varying degrees of decline.

"Ten years ago, the mainstream population on the Internet was a middle-aged 29~35 year old group. Today's 23~28 year old part is actually 85 and 95. They are already the main consumers of online consumption." Yang Qin pointed out that, however, the purchasing power of young women is limited, but the growth is very fast. This is mainly reflected in the increase in the number of purchases, the category of consumer goods, such as shoes, clothing, accessories, makeup, and nursing. With the increase of consumption ability, the higher the age is, the higher the unit price will be.

Yang Qin thinks, "the online shopping situation of the middle-aged and old people has already been relatively mature. People who bought things online before will continue to buy. The people who did not buy it would not have much space to dig and infiltrate, and the purchase of the products would be basically solidified. Although the purchasing power of young people is limited, most of them will be in the next 35 years. Consumption habit Will move to the online, this is the electricity supplier pays attention to the trend. "

In recent years, women's online consumer market has shown a downward trend in the channel. The consumption share of the three or four line area has been expanding continuously, and the number of people has increased rapidly, and the market influence has been increasing year by year. "The number of female online shoppers in the first and second tier areas has been relatively limited, and some provinces even suffered negative growth in 2015. The number of female online shoppers in the three or four line area has increased significantly, especially in Henan, Hebei, Shandong and Shanxi provinces. Yang Qin said to the first financial daily.

But the consumption power is still strong in the second tier area. The online consumption habits of female customers in the three or four line area need to be further cultivated. Different from the more mature second line market, all categories of mothers and babies are growing at a high speed in the three or four line market. At the same time, the three or four line of incremental consumption has more users, especially in the market of baby and footwear, and there are more business opportunities in the low line area.

"Women in the three or four line area spend more money on shoes and clothing and mother and baby products, while the acceptance of advanced articles such as makeup and care is not enough, and are affected by logistics and other factors. The proportion of food products, especially fresh products, is relatively low."

It is noteworthy that the path of some big brands' channels is obvious. For high-end beauty brands, it is a low cost expansion way to extend users through the electricity supplier to users without physical distribution. The "head brand" of some domestic cosmetics brands is rising the layout of the channel and taking the road of rural encircling the city.