The so-called "she economy" refers to the unique economic circle and economic phenomenon formed around women's consumption. In recent years, with the improvement of women's spiritual demands and the awakening of consumption consciousness, the "she economy" is constantly stimulating new momentum for consumption. Women's Day is approaching, and the "she economy" has once again become a hot spot for businesses.
The trend of "pleasing oneself" is obvious.
Women's consumption scene has broadened.
Economic activities aimed at satisfying the deep-seated inner needs and enjoyment of life are called self-pleasing consumption. Nowadays, more and more women pay attention to the emotional value that products and services can provide, and consumer activities such as movie performances, beauty salons, sports and fitness, and cultural tourism have become important ways to enjoy life and please themselves.
According to Meituan data, the number of female beauty and body consumers in 2023 will increase by 56% compared to 2021 and 155% compared to 2019.
In the field of cultural tourism consumption, female consumers hold up "most of the sky". In the "2024 China Women's Travel Trend Report" released by Tongcheng Travel, women's willingness and frequency of cultural tourism consumption are significantly higher than men's. The number of advance bookings for travel consumption from March 8 to 10 increased by about 90% compared to the same period last year, ushering in a small peak of travel, and the number of bookings is still rising, of which about 65% are women.
It is understood that women's interest in fragmented entertainment products such as e-sports, concert tickets, and movie tickets is higher than that of men. In the 2024 Spring Festival box office user portrait, female users account for 63%, reaching a new high level since statistics.
Women's "self-pleasing" generates more diverse consumption scenarios: for example, ordering a takeaway meal, ordering a cup of milk tea to check in during the festival, or buying makeup products as a reward for themselves through instant retail, and buying a bouquet of flowers for themselves to add ...... to life
At the same time, the overall online spending power of female users has improved. According to data from QuestMobile, in January 2024, the proportion of female users with online spending power of more than 2,000 yuan reached 328%。
As women's "self-pleasing economy" has become a new trend of consumption, superimposed on the promotion of holiday gift demand, in recent years, a small upsurge in consumption has been ushered in during Women's Day, and the "she economy" has been constantly rejuvenated.
Women's Day is here.
Merchants seize the market.
According to Accenture, there are nearly 400 million female consumers aged 20-60 in China, who control up to 10 trillion yuan of consumer spending every year, enough to constitute the world's third-largest consumer market, close to the retail markets of Germany, France and the United Kingdom combined.
Women's consumption power is strong, and the consumption scene is more diversified, which has become a market opportunity for merchants to seize. With Women's Day approaching, the online and offline consumer markets are gradually heating up, continuing to release the vitality of the "she economy".
Offline, the major business districts highlight the theme of "she consumes", and have launched fashionable and warm activities, cosmetics, clothing, gold jewelry, etc. have launched different degrees of activities, attracting many female consumers to buy their favorite goods, many businesses have been doing activities since late February, and more businesses have extended the activity time to mid-March. Major scenic spots have also launched preferential policies such as half-price and free admission for women to attract tourists.
At the same time, online ** is not weak, and major e-commerce platforms have launched a series of activities such as Women's Day full reduction activities in response to the preferences and trends of women's consumption under the "she economy" to help upgrade consumption. From online e-commerce platforms to offline shopping malls, beauty, skin care, jewelry and other "her" products** have increased significantly, and the consumption of gifts such as flowers and cakes has also continued to rise.
Industry insiders said that with the diversification of women's consumer demand, "she economy" is no longer exclusive to beauty and clothing, and bags, mother and child, snacks, flowers, home furnishings, etc. have become an important driving force to promote the quality and expansion of the consumer market. For major businesses, "March 8" International Women's Day is not so much a competition for big promotion activities, but as a creative PK. Targeting women and advocating quality consumption has become the key to competing for the "she economy".
Festive fancy marketing.
Official tip: Beware of consumer traps.
As the first peak consumption period after the Spring Festival, businesses have prepared a variety of fancy marketing to welcome the arrival of Women's Day, but the peak consumption period is often a time period of frequent consumer disputes.
A few days ago, consumer associations in many places across the country issued relevant reminders according to the characteristics of consumer disputes among female consumer groups. For example, the Zibo Municipal Consumer Protection Committee issued a "March 8" Women's Day consumption warning, reminding the majority of female consumers to consume scientifically and rationally in combination with their own needs, and avoid being affected by discounts, emotions, advertising, etc., and carrying out unnecessary emotional consumption.
When shopping offline, remind consumers not to be confused by low discounts, especially some merchants raise the original price of goods before the event and then discount, resulting in the illusion of a large price reduction.
When shopping online, beware of some unscrupulous merchants launching a variety of prepaid consumption traps. Before paying the "pre-sale deposit", be sure to understand the details of the marketing campaign in detail, avoid paying a non-refundable deposit, and pay attention to retaining the screenshots of the marketing campaign page and the merchant commitment page.
When the legitimate rights and interests are damaged or illegal business activities are discovered, they can negotiate with the merchant to deal with it first. If the negotiation fails, call 12345 or 12315** to complain in time.
While the "she economy" is booming, women should also be wary of the trap of consumerism and establish a correct concept of consumption.
Poster News Editor Song Yu Comprehensive China.com, Cover News, Expo News, Hohhot**, etc.).