洞悉未来消费者：2030年中国女性报告（英文）

CHINESE WOMEN IN 2030CONNECTING WITHFUTURE CONSUMERSINTRODUCTIONEXECUTIVE SUMMARY HOW IS THEIR WORLD CHANGING020610SUMMARY72IDENTITY IN 20301. SELF IDENTITY2. FRIENDSHIP3. LOVE4. FAMILY5. BEAUTY272832364044WORK IN 20301. WORK SUCCESS2. CAREER PATHSPLAY IN 20301. STATUS2. LEISURE TIME3. CONSUMPTIONCONTENTS49505459606468INTRODUCTIONAs China grows into the world’s Number 1 economy, China’s women are on a surge. Millennial girls (born in the 80’s and 90’s) grew up during the boom years of double-digit growth in China as only children doted on by parents and grandparents. They laid the ground for a new model of femininity with their independent, confident-striving and outspoken style.Girls are outperforming boys in school, accounting for more than half of all undergraduates in China in 2015. This number might be even higher were it not for the affirmative practices implemented by many universities to let more boys in*1. They are major players in the economy: In 2017, 61.5% of women participated in China’s labor force, contributing some 41% to China’s GDP, a higher percentage than in most other regions, including North America*2. Government data shows that women set up 55% of new internet companies in China and more than a quarter of all entrepreneurs are women*3. On the consumption side, they buy millions of articles on Taobao, China’s leading e-commerce platform, and turned Alibaba’s Singles’ Day into the world’s most valuable day for retailers. Jack Ma, founder of Alibaba, speaking at the 2017 Global Conference on Women and Entrepreneurship, called women the "secret sauce" of Alibaba’s success, adding that he wished to become a woman in his next life*4.Over the last 30 years, a soaring economy and changes to the laws regarding education and employment have meant big changes to women’s rights and status in China. But where are Chinese women going next? Given their importance in the economy as both leaders and consumers, brands need to be able to anticipate the trends that will influence women.This study looks at where China’s girls and young women today will be in 2030. Women are evolving as part of China’s fast changing society, and brands need to better understand what motivates and drives them, in order to engage with them in a positive way. - 03 -- 02 -CHINESE WOMEN IN 2030Specifically, this study looks at two female cohorts: I 18-28 years old todayII 6-17 years old todayThese are the Chinese women who are• 18-40 years old in 2030• From Tier1-3 cities• From middle to high income levels (>8,000RMB Monthly Household Income)SETTING THE CONTEXT China’s population is expected to reach its peak in 2029, growing from the current 1.418 billion to 1.44 billion and then declining from 2030 onward. The male / female imbalance that has sprung from the one-child policy, resulting in some 30 million more men today, is expected to balance out by that point. Despite the relaxation of the one-child policy in 2016, its shadow extends into the future: over th