In 1920, Coco Chanel designed loose women’s trousers based on sailor flared pants, which was very popular in Europe. She said to all the girls: “You can’t afford Chanel, but never forget the dress called “self”. ”

Women’s trousers, which used to be rebellious and fringe, have long become a popular fashion. This woman chose the freedom of dressing and aesthetics while choosing the first to wear pants. With the increasing participation of women in politics, economy, culture and many other fields, their awareness of getting rid of all kinds of social shackles has become stronger. Facing the continuous multiple choice questions in life, following the heart gradually becomes the best answer. Women’s consumption has thus entered a new stage-paying more attention to their own needs and choosing their own lifestyles.

In China’s female consumer market reaches 10 trillion, what are they buying? Domatters china marketing agency takes you to gain insights into the overall outlook of the current Chinese female consumer group and explore the attitude and practice of the new generation of Chinese women towards quality life.

In the social context of awakening of self-consciousness, women’s aesthetics are becoming increasingly diversified. They refuse to be defined externally, and are more willing to define themselves and express their understanding of beauty. According to the “2020 Women’s Quality Life Trend Insight Report” released by CBNData (hereinafter referred to as the “Report” in the article), more and more Chinese women are beginning to pay attention to the right to speak of their external image. Consumer demand for cosmetics has been strong in recent years. 55% of women wear makeup every day, and 64% of women own more than 10 pieces of makeup.

The purpose of makeup is no longer just to “attract the eyes”, but also to use exquisite makeup to help enhance the complexion, enhance self-confidence, and press the happy opening button for daily life. In the mobile Internet era, everyone can learn to become a master of makeup. The “Report” found that 70% of Chinese women learn to make up by browsing beauty blogger videos on Chinese social media. For example, daily commuter makeup, peach oolong makeup, black velvet red wine dress, temperament Hong Kong style makeup…For different occasions such as workplace, dating, shopping, etc., there are endless fancy makeup looks.

In addition, women’s dressing styles also show individuality and diversification. Beauty and handsome are no longer opposites. Various styles such as casual, business, designer, etc. have become the preference of young women. The new middle class adds trendy and high-end luxury brands to the wardrobe. The demand for clothing brought about by scene differences is also more subdivided. A dignified office worker who wears a business suit during the day can instantly transform into a sequined dress and bodica at night. Whenever special holidays come, they have to transform themselves more gorgeously, and the enthusiasm of clothing consumption for festivals starts to rise before a certain node.

“Caring for oneself” is a proposition that women continue to pay attention to in current Chinese society. Insist on self-discipline has become a must for women in their delicate life. From skin care to body shape maintenance, ladies are committed to maintaining their best health.

According to the “Report” of CBNData, in the past two years, skin care, oral beauty and other beauty-related categories have driven a trillion-level consumption growth in China. Among them, high-tech beauty equipment such as face washing equipment, massage equipment, and face steaming equipment have been popular in China. Love of women. 55% of women spend more than 3,000 yuan on skin care products each year, and more than half of women spend more than 20 minutes on skin care every day.

When daily skin care cannot meet the needs of skin repair, medical beauty has become a new choice. According to the “2019 White Paper on Medical Beauty Industry” released by the popular medical beauty platform ‘Xinyang’ in recent years, the average age of Chinese medical beauty consumers is 24 years old, and their demand for facial plastic surgery and anti-aging is growing rapidly. Among the women who have never tried medical beauty, 62% said they felt very heart-warming.

In terms of body shape maintenance, regular fitness and a healthy diet are becoming popular. According to the CBNData survey, nearly 80% of women have fitness habits, and over 40% exercise at least three times a week. “Pear-shaped areas” such as thighs and buttocks are the areas that women most want to shape and optimize. Running, equipment, gymnastics, dancing, boxing…The way of exercise varies from person to person and it is more specific for different people.

In terms of dietary consumption, meal replacement foods have become the new “food” style. According to the CBNData “Report”, 26% of women eat meal replacement foods at least once a day, and over 10% of women spend more than 2,000 yuan a year on weight loss and fitness.Chinese women’s enthusiasm for meal replacement consumption has also driven the outbreak of the online meal replacement market in China. Here, Domatters takes Tmall as an example. On Tmall, women have played an absolute dominant role in the meal replacement market in the past three years, and their annual consumption has increased year by year.

In the past, the life center of the “perfect housewife” was the family. The theme of women’s life is always intimacy and parent-child relationship. Compared with traditional wives and mothers, the new generation of Chinese women with their own families still have a clear pursuit and plan for their own lives.

According to the CBNData questionnaire survey data, nearly 60% of married women choose to put themselves first in the ranking of “self, husband, and children”.

In the workplace, the income gap between men and women in different age groups is gradually narrowing. According to the CBNData “Report”, 30% of women hope to have good career development, and 18% realize their own entrepreneurship. Most women believe that the workload and study progress should be maintained as much as possible with physical permission for promotion and development. In the eternal dilemma of “family and workplace”, contemporary Chinese women are constantly looking for a more relaxed and efficient lifestyle. Nearly 90% of new mothers hope to be freed from tedious parenting matters with the help of tools.

According to the CBNData “Report”, online smart maternity and baby products in China are developing at a growth rate of 3 times higher than the overall category average. Among them, smart milk regulators, smart breast pumps, and smart breast warmers are the most popular .Among the online consumption of smart breast pumps, wearable bilateral breast pumps have grown the most. Domatters China digital marketing agency takes the British brand Elvie as an example. It is a kind of underwear that can be inserted into underwear. It has an integrated body, silent and efficient pumping technology, and a personalized intelligent mode of real-time monitoring, which can help effectively solve the problem. It has become a good helper for novice mothers in parenting.

In addition to family life, contemporary women who “can make money and spend money” also do not forget to care for themselves, and their personal experience-based consumption has increased significantly. According to the Nielsen China Consumer Trend Index, 54% of women love hiking on vacation, and their participation in self-improvement cultural activities such as movies, concerts, and art exhibitions has also increased significantly.

The emergence of self-awareness and the popularity of social media have allowed women to emerge in the field of content creation.

Li Ziqi, who portrays rural life in China, Wei Ya who is a live-streaming goddess, and Niangao mother who is a parenting expert… These new generation women begin to record their lives in their own way and express their own attitudes and opinions.

Domatters China marketing agency takes China’s social media platform Toutiao as an example. Female creators account for nearly 40%. As of the end of 2019, the total number of content posted by female creators continued to grow at a rapid rate, with a year-on-year increase of 18%. Their creative fields often start from life, in which emotion, food and fashion have become popular areas.

From the perspective of content genres, graphics and live streaming are more popular in China. Only in 2019, the number of live broadcast creative content increased by nearly 900%.

In terms of topics, the post-95 student party loves design and digital, the post-90s career dog pays attention to TV dramas and variety shows, and the post-80s content key word is parenting. At the same time, more and more female readers are willing to pay for high-quality content. Domatters China marketing agency still uses Toutiao as an example. As of the end of 2019, there were nearly 5,000 female paying columnists on the platform and nearly one million female paying users, of which the post-90s accounted for 24%. Among all the paid columns, the parent-child education, business finance and workplace skills columns are the most popular among female users.

It can be seen that female creators represented by Li Ziqi, Aunt Guo Parenting, etc. are constantly exploring the form of creative content. At the same time, they are also actively expressing their true attitude towards life, and they gradually gain a place in the field of content creation through creativity and imagination.

Women in the emerging new era reject the typical symbols of perfect women and constantly escape the established identities given to them by society. Many women are confronting stereotypes and facing their real situations. They actively express themselves and are willing to pay for the quality of life. Each of them is a fresh, concrete and true new woman.