Consumption of Chinese women, "for myself" over 50% Kyoto group report

A staff member of a Finnish home appliance maker who introduces cosmetic refrigerators for women at the 4th China International Import Expo (Import Expo). (Photographed on November 5, 2021, Shanghai = Xinhua News Agency reporter / Liu Jin)

[Xinhua Beijing March 10] The Keito Consumption and Industrial Development Research Institute, a subsidiary of JD.com, a major e-commerce (EC) company in China, reported on the consumption trends of women on the 8th of "International Women's Day". He announced on the JD.com e-commerce site that the number of female users has continued to increase over the past few years, and that purchasing power has reached a new peak.

According to the report, women are more likely to spend "for themselves", and the transaction value in 2021 increased by 30% from the previous year, accounting for 54% of the total. By field, education / training, life / travel, and health services increased significantly. Women continue to consume more than men in make-up, personal care, education and training.

According to JD.com's consumption statistics, the number of women purchasing sports services, swimming, ice sports, skiing, equestrian, and traditional sports-related products increased significantly from the previous year in 2009. Of these, sports services increased significantly by 9.4 times. It can be seen that the number of women who want to improve their physical strength and power up by exercising is increasing. Women's purchases of strength training equipment also increased by 65%.

Female consumers are also becoming more interested in smart devices. Women's purchases of smart devices in 2009 increased by 40%. In particular, there was a strong desire to purchase smart devices aged 46 to 55, and the purchase price increased 2.2 times.

Women are also the main force in purchasing books, accounting for 52% of sales in 2009. Of the new users in the books category over the last three years, women were 2.4 times more than men. The number of women buying military books has increased significantly, and the number of purchases in 2009 increased by 72%.

While women are spending more "for themselves," they haven't forgotten to shop for their families. In 2009, the number of milk preparation devices increased 3.7 times, baby lights increased 2.4 times, electric nasal aspirators increased 63%, and consumption related to infants increased significantly, household floor scrubbers increased 5.4 times, robot vacuum cleaners and window cleaners. Demand for household appliances that help household chores also increased, with machines increasing 2.0 times and dishwashers increasing 69%.