In the year 2021, women’s participation in economy, culture, life and many other fields is getting higher and higher, and they are not lagging behind in consumption.
At present, China’s new middle-class female consumption trend index is 130 points, far higher than the overall national average of 115 points, and the size of China’s female consumer market has exceeded 10 trillion yuan. But taking that 10 trillion yuan away from women is no easy task. It’s how they do it and how they think it, and we can see that in the way women travel.
The Chinese Women’s Travel Consumption Report 2021 gives several key messages: “individuality”, “enjoyment” and “guidance”. With the rise of the new generation group, female travelers are experiencing an intergenerational migration of the main consumption force. “Post-80s” have become the absolute main consumption force and the most valuable consumer group of business travel and leisure vacation. They love to enjoy services in boutique hotels more than men. Smelling women’s spending power, ACE’s in-house creative team, AtelierAce, teamed up with los angeles-based studio Shamshiri to create Maison de la Luz, a boutique hotel for women in New Orleans’ French quarter. It is like the home of a woman traveler who has just returned to the city with souvenirs from all over the world and can indulge in yoga classes and Spa services.
“Post-90s” are the largest demand increment contribution group. For example, during the Spring Festival in 2022, they will go to Sanya Wanning for surfing vacation or go to northeast China and Xinjiang for skiing, which also drives travel-related lifestyle consumption. The post-00s generation is emerging as the leader of new trends and new consumption, with their enthusiasm for hotel afternoon teas, art exhibitions and “influencers” installations.
Women’s important position in the family is also leading the trend of family consumption. Women’s consumption contributes $10.8 trillion a year to the global economy. Single women show the potential of “self-satisfied” consumption, which is reflected in the enjoyment of services, physical and mental health and other aspects.
In such a huge market, “female consumption” and “other economy” seem to become a big outlet, but the fact is that women have always been the backbone of the consumer market, the improvement of income level and the continuous rise of social status make them more and more eager to consume and live according to their own personality. Women have become the object of special attention in the market, and even “female consumption” and “her economy” have become hot words in the current society, which have contributed to the prosperity of the female economic market.
Designer sportswear brand MAIAACTIVE is based on the Asian female body shape. Lisa Ou yirou, the founder, designs sportswear with the attitude of fashion aesthetics, embodying the beauty of women’s sports through printing and rich colors.
02. Beast of the East
Oriental herbal skin care brand East Beast projects the sustainable concept on skin ecology, environmental ecology and cultural ecology, and combines biomedical technology with creative content, aiming to release the dual value of Oriental herbal medicine efficacy and aesthetics.
With function, fun, youth and fashion as the key words, the brand focuses on ski clothing and accessories. Currently, about 85 percent of the brand’s audience is women. Different from the traditional dark ski clothing, VECTOR products are more colorful.
Women want to embrace the inside
Male founders see women differently than women see themselves. As the male founder of a female brand, Li Shanglun has noticed that contemporary women are more sensitive to changes in consumer trends, especially their investment in refined consumption has gradually increased. In the past, women spent more on taking care of their families, mainly “pleasing people”. Now women are more likely to pursue good ideas and focus on living for themselves.
He has an obvious feeling that female consumers pay more and more attention to live out their own life, have their own attitude towards life, not affected by others. Instead of emphasizing the so-called big brands and popular styles, many young women pay more attention to quality and experience, embracing their inner life has become the consumption philosophy of many young women, which also makes more emerging brands like Extra One find a good opportunity to rise.
Extra One has been exploring the relationship between people, bags and life. They don’t have to cling to the status symbol of the bag, gently pick it up, gently use it, gently put it down, and come back to life. It’s a concept that appeals to many women in the midst of the urban flood who crave self-awareness. Li Shanglun also takes into account the practicality of women in using bags, and believes in the relationship and emotion between people and objects, which is also a stronger emotional need of women than men. They need to find a balance between life and leisure, commuting and vacation, staying home and going out.
Brands and female consumers define each other
Contemporary women present a benign development track in the transition from paying for functions to paying for emotional needs. Ten years ago, the lingerie category was very functional, but HER SENSES positioned itself as a fashion lingerie, more emotional, and immediately attracted women who wanted the same thing.
According to Sarah, pleasing oneself has become the number one quest of modern women and the driving force behind her economy.
The multiple sensory needs of the individual are constantly being satisfied, resulting in more subtle needs, such as the comfort and appearance of undergarments. Women are starting to buy lingerie for different scenarios, including travel and holidays.
More and more women’s brands are constantly improving and subdividing their aesthetic, which is the result of self-expression of consumers or female founders, and women want to express themselves through brands, products and experiences. This also makes the discourse power of contemporary female brands in the hands of consumers, and the process of brand growth becomes a process of mutual definition between brands and female consumers.