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“She Economy” In China

The term “She Economy” (or “Sheconomy”) was introduced in 2007 to describe a growing economy driven by the increasing number of female consumers in sectors such as tourism, healthcare, food, beauty and wellness, culture, media and entertainment. This “She Economy” phenomenon is very common in China.

The She Economy has a widespread influence on almost every sector of the economy, thanks to the increasing influx of highly educated women entering the global workforce each year. With their greater purchasing power, women drive economic activity in many ways. 

However, this economy represents more than just a trend of leveraging the economy. It represents a response to the inequalities that women have endured.

“She Economy”: Interesting Data

Currently valued at RMB 670 billion, China’s “She Economy” has experienced rapid growth thanks to financially independent young women. As a matter of fact, Chinese women have emerged as an economic powerhouse contributing to over 70% of household purchases in China.

These influential female consumers are challenging traditional gender norms and making their mark in various sectors. Transforming the landscape of Chinese consumerism, and shaping social norms and cultural trends.

As the largest consumer market in the world, China has immense potential for growth and innovation, especially in the “She Economy.” In fact, this sector is expected to reach $2.5 trillion by 2027.

Opportunities for Western Companies

The emergence of the “She Economy” offers foreign businesses a substantial opportunity when entering the Chinese market. 

By tailoring their products, advertising strategies, and collaborations to align with the needs and preferences of Chinese women, these businesses can access a vast consumer market. This approach allows them to establish a strong foothold and set the stage for enduring success in the long run.

How e-commerce affects the She Economy

A crucial element in the influence of digital technology on the ‘She Economy’ is the surge of e-commerce. 

Platforms like Tmall and JD.com enable women to shop conveniently from their homes, offering accessibility that once did not exist.

Additionally, social media marketing targeting women is another significant aspect. Brands are leveraging influencers or Key Opinion Leaders (KOLs) with substantial followings among young female demographics.

How Chinese Platforms are adapting to the She Economy

Here are some examples of how Chinese platforms have adapted to this growing economy:

Tmall 

This online marketplace has introduced initiatives specifically tailored for women, including female-only shopping channels. They’ve also collaborated with popular female celebrities to endorse their products.

Viya Huang and Kim Kardashian collaborating on livestream | Photo source: Tmall

Meituan-Dianping

Their app provides Chinese cuisine tailored to women’s dietary requirements, catering to the ‘She Economy’ with healthy meal options.

JD.com 

The e-commerce giant ran a successful marketing campaign during Women’s Day, offering promotions and sales events tailored to female shoppers.

How This Economy Will Shape the Future

As women’s ever-increasing financial independence grows, so does their purchasing influence. It is therefore essential that companies adapt their offerings to this market. At the same time, however, they must juggle China’s intricate regulatory and cultural environment.

Long Advisory digital marketing agency in China

Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at info@longadvisory.eu

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