2021
0
China Marketing to Modern Women Market Report 2021
2022-01-15T03:08:40+00:00
OX1049355
3695
146866
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Report
en_GB
“Modern women are no longer bound to the ideal image of being a ‘Superwoman’, with regard to the right age to get married, achieving the delicate balance between work and…

China Marketing to Modern Women Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Modern women are no longer bound to the ideal image of being a ‘Superwoman’, with regard to the right age to get married, achieving the delicate balance between work and home life, and always looking perfect. Instead, defining a career path and creating more ‘me moments’ to achieve personal pursuits is critical for them before settling down, as well as in family life. In response to their increasing awareness of gender equality and inclusivity, it’s essential for brands to join the conversation, understand their updated roles in relationships and workplaces, and provide supportive products and services to facilitate them in their fight for unique individuality.”
– Yuxi Shao, Research Analyst

Key issues covered in this Report

  • Future self-improving areas and life focus
  • Perception of women independence in life choices
  • Companions of leisure and entertainment activities
  • Personal pursuits related to material and spiritual
  • Attitudes towards social norms and gender stereotypes
  • Attractive branding messages regarding ideal women image

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
      • Executive Summary

          • The market
            • The aging trend of the population and the growth of the senior market
              • Figure 1: Changes in the age structure of Chinese female population, 2011-20
            • High educational attainment correlated with women’s rise in independence
              • Figure 2: Number of female students of high education, 2020
            • “SHE Economy” continuously driven by promising female consumption power
              • Figure 3: Lifestyle of modern working women, by gender, 2021
            • Companies and brands
              • Inclusivity not only in mind but also in body shape
                • Figure 4: Neiwai’s Barely Zero collection
              • Modern femininity behind the cameras of female photographers
                • Figure 5: MaxMara’s “7for70” project
              • Pleasure of “me moment” when living alone
                • Figure 6: The product posters of ToSummer
              • Supportive products depicting the reality of motherhood
                • Figure 7: “Baby food for a week” of Wo Xiao Ya (窝小芽)
              • The consumer
                • Self-development and personal pursuits taken into more consideration
                  • Figure 8: Self-improving areas, 2021
                • Being mentally and financially independent is the consensus of modern women
                  • Figure 9: Definition of independence, 2021
                • Girlfriend getaway ideas and “me activities” gain traction
                  • Figure 10: Leisure and entertainment activities, 2021
                • The balance between materialism and spiritualism is highly acknowledged
                  • Figure 11: Material and spiritual pursuits, 2021
                • Gender equality related to appearance and social roles is in the spotlight
                  • Figure 12: Attitudes towards social norms, 2021
                • Acceptance of imperfection shows women’s new confidence and admiration for individualism
                  • Figure 13: Attractive branding messages, 2021
                • What we think
                • Issues and Insights

                  • The beauty of imperfection and the real confidence to be recognised
                    • The facts
                      • The implications
                        • Figure 14: The “Beauty is not always perfect ” campaign of Tmall
                      • Supportive products and services to soothe the stress of modern women
                        • The facts
                          • The implications
                            • Figure 15: Smeal’s “spoonful” ginger tea targeted at females
                          • Mindfulness in consumption creates the sense of collective well-being
                            • The facts
                              • The implications
                                • Figure 16: The “Project Return” of Saturnbird
                            • Demographic Factors

                              • The aging trend of the population and the growth of the senior market
                                • Figure 17: Changes in the age structure of Chinese female population
                            • Market Factors

                              • High educational attainment correlated with women’s rise of independence
                                • Figure 18: Number of female students of high education, 2020
                              • Falling fertility rates and changing attitudes towards women’s roles in the family
                                • “SHE Economy” continuously driven by the promising female consumption power
                                  • Figure 19: Lifestyle of modern working women, by gender, 2021
                                • Updated “cool” and gender-neutral image of modern women in China
                                  • Figure 20: Sports perceived as “cool” for women to play, by gender, 2021
                              • Marketing Activities

                                • Inclusivity not only in mind but also in body shape
                                  • Figure 21: Neiwai’s Barely Zero collection
                                • Modern femininity behind the cameras of female photographers
                                  • Figure 22: MaxMara’s “7for70” project
                                • Alternative image of use and communications of alcohol for women
                                  • Figure 23: The wine bag launched by Zui E Niang (醉鹅娘)
                              • New Products Trends

                                • High heels for running
                                  • Figure 24: Marketing campaign of 7or9
                                • Pleasure of “me moment” when living alone
                                  • Figure 25: The product posters of ToSummer
                                • Supportive products depicting the reality of motherhood
                                  • Figure 26: “Baby food for a week” of Wo Xiao Ya (窝小芽)
                              • Future Self-improving Areas

                                • Self-development and personal pursuits taken into more consideration
                                  • Figure 27: Self-improving areas, 2021
                                • Life focus shifted from hobbies to career and family time as females age
                                  • Figure 28: Self-improving areas, by age, 2021
                                • Stronger needs of improving appearance and social circles in lower tier
                                  • Figure 29: Selected self-improving areas, by city tier, 2021
                              • Perception of Female Independence

                                • Being mentally and financially independent are the consensus of modern women
                                  • Figure 30: Definition of independence, 2021
                                • The growing acceptance on getting unmarried drives the “singles economy”
                                  • Figure 31: Definition of independence, by age, 2021
                                • Expectation for elders to help with raising kids is comparatively high among couples without kids
                                  • Figure 32: Definition of independence, by marital status, 2021
                              • Leisure and Entertainment Activities

                                • Girlfriend getaway ideas and “me activities” gain traction
                                  • Figure 33: Leisure and entertainment activities, 2021
                                • Friends are the first choice for leisure activities and shopping even among those in their 40s
                                  • Figure 34: Selected leisure and entertainment activities, by age, 2021
                                • Opportunities exist in photo-shooting activities incorporating family leisure themes
                                  • Figure 35: Selected leisure and entertainment activities – with families, by marital status, 2021
                              • Material and Spiritual Pursuits

                                • The balance between materialism and spiritualism is highly acknowledged
                                  • Figure 36: Material and spiritual pursuits, 2021
                                • Cultural elements and practical information are the catalysts to approach young and middle-aged females
                                  • Figure 37: Selected material and spiritual pursuits, by age, 2021
                                • Despite the pleasure of shopping, the minimalist lifestyle is emerging
                                  • Figure 38: Selected material and spiritual pursuits, by monthly personal income, 2021
                              • Attitudes towards Social Norms

                                • Gender equality related to appearance and social roles is in the spotlight
                                  • Figure 39: Attitudes towards social norms, 2021
                                • Young females embrace a broader spectrum of gender identities
                                  • Figure 40: Selected attitudes towards social norms, by age, 2021
                                • More equal relationship and work choices are perceived by high earners
                                  • Figure 41: Attitudes towards norms, by monthly personal income, 2021
                              • Attractive Branding Messages

                                • Acceptance of imperfection shows women’s new confidence and admiration for individualism
                                  • Figure 42: Attractive branding messages, 2021
                                • Singulars aspire to exploring more possibilities before getting settled
                                  • Figure 43: Attractive branding messages, by marital status, 2021
                                • A sense of belonging pursued by socialisation-focused women, while self-discipline for career-focused women
                                  • Figure 44: Attractive branding messages, by future self-improving areas, 2021
                              • Appendix – Methodology and Abbreviations

                                • Methodology
                                  • Abbreviations

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