Chinese women are experiencing a noticeable surge in financial independence. As society undergoes changes, women’s priorities are also shifting. They are moving beyond traditional family roles to prioritize self-care. This report examines diverse consumption patterns among Chinese women, identifying opportunities in the “she economy.” It underscores their pivotal role in household decisions, evolving dynamics, and focus on self-fulfillment. The document also analyzes trends like women’s expanded notion of health, embracing a relaxed mindset, the influence of solo female travelers on the travel industry, and tapping into traditionally male-dominated sectors.
Download the full report on the She economy in China!
Some key findings from our report
- Chinese women play a significant role in driving household purchasing decisions, with 86% of household purchases made by women and contributing 41% to the country’s GDP.
- Women’s health expenditure has seen a 20% average annual increase, with women outspending men by 63% on health products.
- Chinese women have been focusing on psychological health, with 17.5 times year-on-year growth on personal emotional management, 16.2 times year-on-year growth on workplace psychological counseling, and 5.6 times year-on-year growth on workplace marriage counseling.
- Traveling more, spending more, and eating better are the three growth directions of Chinese women’s tourism.
- Men are no longer the main provider of houses and cars in higher-tier cities.
- Debunking the myth that gender influences consumer behavior in financial management products, women exhibit similar risk preferences to men.
Our hypotheses about the future of women’s spending in China
- Women are going to adopt a lifestyle that can grant them more freedom and entrepreneurship.
- Turning any fragments of life into a memorable experience: female consumers are going to push the experience economy outside its traditional boundaries.
- Chinese women will trailblaze the demand for mental health services.
- As Chinese population ages, senior women are going to play an increasing role in the skincare, fashion, and fitness market.
- There will be a growing demand for less hypermasculine videogames.
- The real estate and the automotive market are going to adapt to single women’s needs.
- Chinese women will turn into a driver for wealth management and pension services.
