The Ten Picture Explains The Business Opportunities Behind Her Economy And Understands How Women Hold Up Half The Sky.

In the age of equality between men and women, the status of women in the workplace and family is constantly improving.

In the new era, women are moving out of their homes and entering the workplace to become the backbone of all walks of life.

"They" worked hard in all walks of life to make money, and then put money into various consumer areas, stimulating consumption and creating an era of "her economy".

And what are the industries behind her economy?

Starting from Yan value, there are beautiful pictures APP, cosmetics and medical cosmetology. From the quality, there are women's underwear and luxury goods.

Besides, women's health products, film and television industry, mother infant industry, preschool education industry, fitness industry and so on, while the consumers in these industries are not all women, but women often play a decisive role in purchasing decisions, and only by grasping the individual needs of female consumer groups can enterprises grasp the business opportunities behind the energy of "her economy".

The saying "women hold up half the sky" is really no exaggeration.

In the workplace

In the new era, women are moving out of their homes and entering the workplace to become the backbone of all walks of life.

According to the global employment and social outlook report released by the International Labour Organization, the global female labor force participation rate in 2018 was 48.5%, of which 69.3% were in developing countries, 52.4% in developed countries and 45.6% in emerging countries.

As a developing country, women's labor participation rate is far beyond the average level.

According to the data in the rising Asian women's online shopping power, the proportion of women who earn their own money together with their spouses in mainland China is as high as 62%, and 91% of women are one of the sources of family income.

2018 global female labor force participation rate and Mainland China's female family income contribution (unit:%)

In March 2019, BOSS directly released the "2019 China workplace gender difference report", which showed that the average salary of Chinese women in 2018 was 6497 yuan, and the average salary was 78.3% for men.

Although the average salary of women is lower than that of men, they spend 51.3 hours a week in work and 47 hours in women.

Comparison of average pay for Chinese men and women in 2018 (unit: month / month)

High family status

Chinese women continue to increase their voice in family consumption decisions. Data show that 75% of the total household consumption in the country is determined by women, and 50% of male positioning products are purchased by women.

Ali related data show that Ali online sales of 70% of the contribution of women.

In the rising Asian women's online shopping power, most women are responsible for budget decisions on daily necessities, clothing, accessories, cosmetics and children's products, and women also participate in decision-making in terms of electronic products and travel expenses.

The percentage of purchase decisions made by women in various commodities (unit:%)

"Her economy" under the age of Yan value

"Yan value" is a measure of the beauty and ugliness of a person in the Internet age.

In the era of Internet, the importance of Yan value is increasingly prominent.

The improvement of living standards, the emphasis on visual expression and sharing in the Internet make women more beautiful in nature.

"Image beautification cosmetic makeup medical beauty" women's pursuit of beauty is constantly enriched, forming three levels.

The first stage: using mobile phone repair picture APP to modify photos and share the social platform to gain "praise" and "attention"; the second stage: enhance the color value through makeup and skin care; the third stage: some women choose to change their appearance through medical cosmetology and open second lives.

APP

With the development of mobile Internet and smart phone camera, photo App has also welcomed its own spring in recent years.

Judging from the number of new APP lines photographed in China, in recent years, a large number of professional photo App including beauty map, B612, beauty camera, daily P map, light Yan camera and so on have come into being.

The number of active users in China has exceeded 400 million, and young women are the core users.

Taking photos of users in the APP industry in China, the number of monthly active users has exceeded 400 million people after years of development.

In addition, from the perspective of user structure, photographing APP's powerful beauty and beauty features has attracted a large number of young female users.

At present, female users account for about 8 of APP.

Along with the high cost of online Internet traffic, APP has a large number of female users who can afford beauty, skin care, fashion consumption, online and offline entertainment.

2018 China photographed APP industry monthly active users size and user distribution characteristics (unit: 100 million,%)

Cosmetics industry

In recent years, the total retail sales of cosmetics in China have been increasing.

According to the data of the National Bureau of statistics, the total retail sales of consumer goods in the first three quarters of 2018 amounted to 274299 billion yuan, of which, the retail sales of cosmetics above the limit reached 186 billion 800 million yuan, up 12% over the same period last year.

Men's cosmetics are also popular in recent years, but the main consumers in the cosmetics market still rely on women.

2012-2018 years retail sales and growth rate of cosmetics above quota (unit: billion yuan,%)

Medical beauty industry

Everyone loves beauty.

China's medical beauty industry is in its growth stage. Although there are still some problems such as lack of qualification supervision, confusion in drug market, large price difference and lack of unified industry self-regulation institutions, with the development of policy and regulation, the market demand of medical beauty industry will be gradually released.

It is estimated that the market scale of medical cosmetic industry will reach 464 billion yuan by 2020.

Scale, growth rate and forecast of China's medical beauty market in 2015-2020 years (unit: billion yuan,%)

"Her economy" under "quality improvement"

Women love beauty, but not just love beauty.

With the continuous improvement of women's concern for themselves, health and comfort and pursuit of quality life have become the first choice for consumption. For example, the pursuit of comfort is more and more demanding for women's underwear, and extrinsic pursuit of dignity and fashion, such as costumes, jewelry, accessories and other luxury products, has been spawned under the age of "her economy".

Women's underwear

The global underwear market is growing steadily, and the Asia Pacific region ranks first.

The size of the global underwear market has been growing steadily for a long time, and the market share in the Asia Pacific region is far ahead.

According to Euro data, the retail sales of women's underwear market in the world in 2017 amounted to US $78 billion 435 million, of which Asia Pacific accounted for 45.32% of the retail sales in the global market, with retail sales reaching US $35 billion 550 million, followed by Western Europe and North America, with retail sales of US $14 billion 450 million and US $13 billion 210 million respectively.

Retail distribution of women underwear in various regions of the world in 2017 (unit: 100 million US dollars)

There is still room for growth in the Chinese market. As a whole, the promotion of women's economic ability and the strengthening of self-consciousness, the women's underwear industry in China is in a fast growing stage compared with other countries.

According to Euromonitor statistics, the retail sales of Chinese women's underwear market reached 150 billion 500 million yuan in 2017, an increase of 7.8% over the same period last year.

Domestic underwear for women accounts for 60%-70% of the overall underwear market. According to Euromonitor, women's underwear market will reach 197 billion 300 million yuan by 2022.

Scale and forecast of Chinese women's underwear market in 2017-2022 years (unit: 100 million yuan)

Luxury goods

According to the monitoring data of global luxury market monitoring company Bain, the performance of luxury goods market in 2018 is still remarkable. The global luxury market sales (including luxury and luxury experience) increased by 5% to 1 trillion and 200 billion euros under the constant exchange rate.

Among them, the personal luxury market innovation record reached 260 billion euros, an increase of 6%.

At present, China is a major consumer market for luxury goods. In 2018, consumption (including the consumption of foreign residents in the region) accounted for 33%, and the proportion in 2020 will increase to 50%.

Changes in the size of the global personal luxury market in 2010-2018 years (unit: 100 million euros)

Based on the report of Global Affluent Study global affluent research released by the international market research firm in early 2019, by investigating 82 thousand high-income consumers from 47 countries, the survey found that the household income of more than 125 thousand dollars in the fourth quarter of 2018 was found that the proportion of women buying luxury goods was higher, while that of men buying luxury or luxury experiences was 20% higher than that of women.

To sum up, whether women buy their own use or men buy to women, women's preferences and preferences can be very important for the luxury goods industry. In the future, with the rise of women's earning power, luxury goods under "her economy" will go up to a higher level.

summary

The energy brought by "her economy" is too large. The industries it analyses is only part of it. In addition, it also includes women's hygiene products, film and television industry (more female audiences), maternal and infant industries (mother child products purchase decisions are basically decided by the present), preschool education industry (child custody, interest class courses are generally determined by mothers), and fitness industry (women's population is also improving), which are all opportunities.

Business opportunities under her economy

In addition, with the continuous improvement of Chinese women's educational level and the improvement of their social status, new changes will take place in Chinese women's consumer cognition, access to information channels, shopping self-awareness, commodity demand classes and spiritual consumption, which will promote the development of various industries of "her economy".

Therefore, various industries should seize the "female" consumer group, carry out precision marketing, and grasp the blue ocean of "her economy".

Consumption trend of Chinese women