she economy in china

She economy rising: Decoding the shopping secrets of Chinese women

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

  1. Women are going to adopt a lifestyle that can grant them more freedom and entrepreneurship.
  2. Turning any fragments of life into a memorable experience: female consumers are going to push the experience economy outside its traditional boundaries.
  3. Chinese women will trailblaze the demand for mental health services.
  4. As Chinese population ages, senior women are going to play an increasing role in the skincare, fashion, and fitness market.
  5. There will be a growing demand for less hypermasculine videogames.
  6. The real estate and the automotive market are going to adapt to single women’s needs.
  7. Chinese women will turn into a driver for wealth management and pension services.