In China, 51.6% of the women control the finance in a family, 44.5% of them negotiate with other members and only 3.9% don’t. In Shanghai which is famous for its henpecked husbands, wives dominate 27% of families and husbands only take up 14%!
It’s been discovered that their consumption focus now is shifting to online consumption. In big cities, 44% of women are getting used to online purchases and the percentage in small cities and towns is 23%.
.1. Online Shopping
Now online shopping has become very popular among Chinese girls and ladies. Among the career ladies, 87.7% surf online frequently. And from the Internet, they can find the same goods as those in shopping malls, but usually half the price. So girls can get what they want and save money at the same time.
And the survey shows that most female online consumers in China like online shopping malls, search engines, and videos.
.2. They like video
According to the DCCI data, video website has become the third source for Chinese female to get information, after searching engine and online shopping mall. With the increasing concern about the video, the value of video marketing also increases.
Chinese, especially females, would like to make the decision after they see the products. As a result, they tend to trust what’s in the video because it not only allows them to see the products but also to hear them.
3. Care Package More
It seems very difficult for Chinese girls to be rational in front of something well-packed. Sometimes they can be so crazy that they will neglect the usefulness or price of the product, even including expensive goods like home appliances and clothing. That’s also why Chinese people say “women’s money is easy money”.
4. Special sense of beauty
Chinese girls have a quite special sense of beauty. For Chinese girls, white and smooth skin is the symbol of beauty. But now, with the spreading over-weight problems, body shape is becoming more and more important for Chinese girls.
As a result, their bags are full of cosmetics that help them become slender and white not like western girls with sunscreen all over their bodies.
5. Impulse buyers
Young girls in China, especially those born after the 1990s, seem to have difficulty holding their consumption. Most of them were spoiled when they were young. So they get used to spending money “generously”.
In another way, they suffer great pressure from the company as well as their parents because everybody pins their hopes on their only kid in the family. And shopping can help them to release the great pressure.
These two reasons both make girls shop less rationally. Many can be their reasons to buy something things such as discounts and star endorsements.
Different from the older generation women, today’s Chinese girls are very independent mentally and highly self-centered. It’s also revealed in their consumption, among ladies from 20-30 years old, 56% of them will spend their money first on clothing, perfume, and cosmetics. Only 6% of them will consider family.
This trend has also been reflected in their choice of goods. You will discover that fewer and fewer girls are good at picking gifts for others. On the other hand, more and more of them choose gifts according to their own taste. Maybe it only happens to me and all my friends.
7. Brand followers
For most female Chinese, luxury brand means quality + taste + history. There are 62.1％ of Chinese females believe that brand products are expensive for their quality and duration.
And Chinese females are also addicted to comparing with others. So they have one more strong reason to buy big luxury brands because it can give them a big plus in comparison.
8. Easily Influenced
Chinese females are becoming more and more self-centered but not independent. They can be easily influenced by their shopping mates and friends because when they buy something, they will ask the advice from another one. So advice from “another one” is very important for them.
And with popularization, the role of a net friend is also important because female Chinese can be greatly influenced by and trust them, especially those Key Opinion Leaders (KOL) online.
(source of the Data in the article: DCCI)