Harnessing the power of China’s ‘She Economy’

The rise of the ‘She Economy’ in China is reshaping the consumer landscape, with nearly 400 million female consumers aged between 20 and 60 now driving a purchasing power of GBP 1.08 trillion annually

According to the Global Times, data from recruitment websites in China shows that the total and per capita income of Chinese women are growing faster than for men. Over the past five years, the annual growth rate of the income for women in China ranged from 4-7% (1.7-6% for men), and the income gap between men and women in China has narrowed from about 30% to around 15-25%.

“The Chinese She Economy is a powerhouse. Female consumers in China are proud of who they are and clear about what they want,” says Celine Tang, Sector Lead for Retail and e-Commerce at CBBC.

These female consumers are proactive and well-informed. They are strong advocates for products and brands that they like and share their opinions and experiences on social platforms like Xiaohongshu.

Many Chinese women are increasingly prioritising “self-improvement” consumption, both physical and psychological. They are willing to spend on products and services that benefit their lives, whether that be workout gear, a unique travel experience or a relaxing home fragrance. Other areas that are seeing increasing interest from Chinese women include cars and gaming.

By catering to the preferences of these influential buyers, UK brands can unlock significant growth opportunities in one of the world’s largest consumer markets. Brands that present progressive, culturally sensitive campaigns (focusing on gender equality, for example) have been a hit with Chinese female consumers.

For example, Chinese mother and baby brand Babycare recently ran a campaign called “Today don’t call me mum”, which focused on the need for self-care and the desire to have an independent identity among young mothers. “This tapped into the emotional desire of mothers to break away from the expectation that their lives now revolve around their children, focusing [instead] on self-care and self-confidence,” Jack Porteous, Commercial Director at TONG Global, told FOCUS.

Nevertheless, companies should be careful not to treat Chinese female consumers as a homogenous group, instead carefully researching the preferences of their target consumers and creating emotionally-resonant campaigns.

Meet the female speakers of China Consumer 2024

Don’t miss the opportunity to harness the power of China’s female consumers. Join CBBC’s flagship China Consumer 2024 conference in London on 14 October to hear from a dynamic line-up of female speakers on all things China consumer.

Click here to register