"Her Economy" Is Becoming More And More Obvious, But Fast Fashion Is Becoming A Distant Object.

"Her economy" is no longer a new term. When the independent urban women are on the stage, their influence on the consumption trend is becoming more and more obvious. Fast fashion is becoming a distant object.

Being "spoiled"

Chinese female consumers are becoming the favorite of businessmen all over the world. How to attract their attention has become a priority issue for businessmen.

In the spring of March, the department stores in Paris all tightened their nerves to carry out commercial war. Limited new products, new spring and cooperative display were all kept steady in the counter. The best service for Chinese female consumers is Alipay and WeChat.

"For every 10 euro sales, 2 to 3 euros are contributed by the Chinese.

In France luxury shoppers, 1 of the 5 shopping guides are Chinese shopping guides.

This is the data from the French Department of Lafayette department store, the world's top luxury shopping mall, which has been trying to make Chinese women consumers more addicted.

TIFFANY, the jewelry brand, has earned enough money from the pockets of Chinese women consumers.

Insiders commented: "Chinese women support TIFFANY's performance."

The huge consumption power of Chinese women has long been a battleground for businessmen. Switzerland's biggest watch brand even knows how to tell stories on Chinese micro-blog and insert TV ads into big customers.

Recently, the world's five largest luxury goods groups have issued quarterly earnings reports. LVMH, Li Feng, Kai Yun, Swatch and Hermes are all happy and sad, but without exception, Chinese women are highly praised in the earnings report.

The overseas luxury brand PR, which has over 20 years of experience, said: the purchasing power of Chinese women is too strong.

Almost every ten women have a middle-class woman who likes to buy, buy, read and talk about quality and live their life as they want.

As pointed out by Ai Li consulting and vip.com's recently published report on middle class female consumption in 2019, there are five trends in Chinese female consumption. One of them is that 123 cities are inclined to buy overseas brands. 88.8% of middle class women tend to buy foreign sports brands when big cards are discounted.

Chinese women have been spoiled by luxury manufacturers and are closely related to economic conditions.

According to the survey, 70% of the Chinese family's economic power is in the hands of women. The single women in the first tier cities earn more than 180 thousand yuan a year, and married women are in the family unit, with a total income of more than 350 thousand yuan.

Emphasis on consumption

According to vip.com's consumption data, women's consumption characteristics are distinct.

In 2018, sales of cosmetics and skincare products soared, and women willing to buy tens of thousands of dollars to buy a beauty apparatus and skin care products, buying lipsticks was not blinking. The average person bought 4 lipsticks a year.

The 10% pyramid points of middle-class women, whether they are unmarried or unmarried, are more willing to maximize themselves. Personality independence and economic independence are the ultimate goal of life.

In addition to the necessary consumption of daily life, making oneself happy is the meaning of consumption. They spend more than 38% of their total income on clothing jewelry and bags.

The new financial reporter interviewed several single women earning 200 thousand yuan a year.

When asked how much money she would spend on buying beauty care products and shaping her face a year, Miss Li, a IT industry, said she could accept it within thirty thousand or forty thousand yuan.

She explained that maintenance could make herself more beautiful and younger, and spend tens of thousands of dollars a year on beauty and skin care.

She said that she now spends about 2000 yuan a month on her hairdressing. She will go to the beauty salon to do Spa on a regular basis, ranging from 200 yuan to 800 yuan a month.

"Like SK-II, Estee Lauder little brown bottle, this classic skin care product is not going to go wrong. When I have a discount on the Internet, I shop for a long time."

Yen Yan, a medical industry with an annual income of 300 thousand yuan, told reporters.

When asked about luxury brands such as La Prairie, LA MER and other luxury brands, almost all middle-class women said they had no restrictions on their own consumption and were more daring to spend money.

Miss Nan, who chaired the industry, said that it is not to buy expensive brands, but always in this level of consumption, do not earn this money, certainly will not spend so much.

A package of 2 to 30 thousand yuan, a year to buy 4 to 5, and can carry many years.

In terms of regional distribution, the most powerful Chinese fashion lifestyle consumption city is Beijing. Among the women of all ages in Beijing, 80's women are leading consumption.

The second is Shanghai women, who spend money on their own money.

Fast fashion consumption fade

Fast fashion brands Zara and H&M have been playing marketing games for more than ten years, but in the first tier cities, they gradually get cold shoulder from female consumers.

Reporter interviewed to the annual income of 350 thousand yuan in charge of real estate industry Miss Yang said, fast fashion fabrics can not work rough, so called joint name but no luxury brand quality, so will not buy.

A good looking cheap dress will be thrown away in a season, which is not her current consumption view.

She said, "I will definitely buy it when I was young, but now I would rather buy 20 thousand yuan for a coat and wear it for 10 years."

I care most about the fabric and texture of my clothes. I will look at the ingredient list before shopping.

China's middle class female consumption report in 2019 also found this rule. No matter in the first tier cities or small cities, they value the quality of products most. 46.3% of middle-class women put quality first.

Middle class women are most aware of the importance of being comfortable and comfortable in their happy life. They value individuality, personification and emotional quality in their consumption.

From "useful" to "good", shopping appeals strongly.

In the era of "her economy", there is also some element of self mockery among urban women.

The pursuit of a more respectable life has slowly become everyone's needs. Consumption, fitness, reading and travel have also become another way of life for pursuing decent life. The trend of her economy is also changing.