2015 "She" Economic Trends

More than 80% of the consumer industry's decisions are made by women. To a certain extent, it can be said that as long as they please women consumers, they basically get the consumer industry.

So what are the opportunities in the female consumer market? Shiming Investment Partners' dedication to the investment industry salon "The Next Door - Meiye, a Woman's Money Makes a Profit" explains the characteristics of "her economy" and the future development trend for everyone.

I. Consumption Upgrading: With regard to large-scale consumer investment, we see that the opportunity in the future is to upgrade consumption and pay more attention to “non-essential necessities”. It is time to say goodbye to “silk economy” and to “light luxury economy”.

1, rapid growth in spending power

From 2010 to 2020, China’s middle class, that is, the group whose household disposable income reached 16,000-34,000 US dollars will grow 10 times. China’s per capita GDP will reach 8,185 US dollars, which is also the level of today’s South Korea, or the United States’ 70-80. In the age, the Chinese have money, and the consumption level will surely go up;

2. The growth of "non-living necessities" and "half necessities" will be faster than necessities

For example, the growth in the consumption of female consumers is slowing down. Women are eager to lose weight for a lifetime, but desserts can't be eaten. In 2011, we saw a company Moriti Workshop. They sold Moti for 9-11 dollars, and Taiwan also called Moho. At that time, we wanted to buy such expensive things. Eating a box of rice is also 10-15, who will spend this money? As a result, our intern said that he would buy, take a girlfriend to watch a movie, or buy food while shopping. This is a consumption upgrade. This is “a little better for yourself,” and 70% of consumers in this product are small girls. . As a result, the company we invested successively made Xishi Puff, Moti Workshop, and Mito, Cheongdam-dong, etc. The number of shops expanded from more than 100 to more than 800 today;

3, pay attention to the light luxury economy

In the modern history of China, the first generation of people who had not experienced hunger had already reached the stage after 80/90, becoming a social prostitute. This generation dared to spend money.

Dare to spend money for themselves, while the previous generation only dared to spend money for children. Therefore, the real rise of some industries, such as pension industry, is to wait until the end of the 70th, after 80/90 become the main consumer groups only play because they are willing to spend money for their own pension; the rapid development of the city, the average age of marriage has been postponed to 30 years of age A lot of time to enjoy the youth, "a little better for yourself" has become a consumption habit of the younger generation; Chinese women are more economically independent, hold up more than half the sky, in Shanghai, Beijing and other first-tier cities or even half the sky. In the next 5-10 years, we will enter the "small era" of pursuing individuality and loyalty to the brand.

Women's Economy: We put forward a slogan called Invest for her, which means investing in “her”.

According to Nielsen's report, women’s consumption in developed countries has already dominated the industry in many segments. This means that your family is basically a girlfriend or a wife. In addition to buying a house, you may be involved in some decisions. Most of the consumer decision-making power is in the hands of female compatriots;

Looking at the overseas markets, the US’s annual female consumption is 7 trillion US dollars, which is equivalent to half of the GDP of the United States. One of the core reasons is that women’s own status has been improving, and more and more women are in the workplace. US data also shows that 50% of male positioning products are also purchased by women, so even if male underwear products are used, your advertising copy has to target female clients because his wife is making decisions for her husband.

Chinese women: In China, “her economy” is rising, and female culture has returned to the mainstream once again from the matriarchal society.

Second, the adjustment of occupational structure

In the shift from manufacturing to services, the competitive disadvantages of women in the workplace have gradually disappeared. Twenty-two percent of CFOs in China are women, and a significant number of women are in middle and senior management positions. Today, when I ran to the investment bank, a large number of female bankers and consulting companies had a large number of female associates. The gradual increase in female income naturally increased purchasing power.

Total household consumption decision makers

According to China's annual consumption data, 75% of the country's total household consumption is determined by women. Ali's data shows that 70% of Alibaba's online e-commerce sales are contributed by women. Women play multiple roles in society. They are daughters, wives and mothers. In the 4/2/1 family structure, women became the main decision-makers in the family in charge of the age of the elderly. Therefore, there is a slogan called “I am responsible for beautiful flowers, you are responsible for making money to support the family, and help you stewards by the way”. The rights are in the hands of women, and women-centered consumerism has become the mainstream. Women’s desire and ability to consume are more likely to be stimulated than men’s. They have a higher buying enthusiasm than men. Impulse-type consumption leads to a record high for Double 11;

High bargaining power

According to the UN report, due to the unfavorable proportion of sons and daughters in the past, there will be 50 million male bachelors in China in the next 10 years, so women’s bargaining power will be higher.

Women's consumer segmentation market: the United States, the traditionally understood beauty industry is beauty, hairdressing, cosmetics and so on. But today we hope to analyze the beauty-related women's industry from the perspective of women's roles and needs.

Third, the role

The aforementioned multiple roles of women have led to their dominance in consumer decision-making. Wives and mothers have assumed most of the family responsibilities. They have to take care of their husbands and children and buy items for them. This is not only a role orientation, but also a subtle and habitual habit, which deeply affects the characteristics of women's consumer behavior.

1. The role of lovers and wives, related industries include marriage, wedding, photography, honeymoon, and other subdivided industries. Personally think that this is a very important time for women. Marital life may also be a one-time deal. The industry's repeated consumption rate is extremely low, the user acquisition cost is high, and there is a certain entrepreneurial risk. Its future outlets can broaden product categories, allowing a married customer to complete multiple services such as wedding dresses, photography, makeup, and weddings on a single website, and maximize customer value. After marriage has become a wife, the sale of women's management is worth doing for a long time, such as the sub-industry in the middle of the home - home textile, the subdivided areas have already bred several listed companies such as Rollei, Fu Anna, Meng Jie, and others like Big Internet companies such as Park and Youman hope to transform the industry through the Internet. The opportunities are also great.

2, mother role, this market is at least 200 billion in size, identity derived a lot of sub-sectors, menstruation / pregnancy /, custom pregnancy / month meal / month sub-center (postpartum weight-loss), milk powder / toys / children's clothing, early childhood / Art Center and so on. Among them, industries such as childbirth and child education have great opportunities, and recent investments have also become more frequent. We just invested in a private international school last year. The decision-makers we face are women/mothers. Therefore, our school's promotion and sales strategies are all focused on the female consumer groups. If you keep your female customers well-informed and they don't ask for a return on education, it's important to understand your customers.

Fourth, its own needs

Clothing, in fact, women's clothing is a very difficult investment industry, changes are too fast, thousands of SKUs, the trend of change. One of our consultants successfully revived brands such as Nautica and Tumi. We see women's brands, often women's bag brand to earn more than women's clothing brand, because women's clothing is used to dress up the front, fashion show makes a lively, profit is earned from the classic several bags, such as fast Fashion brand Zara, in fact, is not the money of fashion, is the supply chain efficiency money;