Are There Essential Differences Between Female Consumer Brands And Mass Consumer Brands

According to the "she power" report released by tmall, more than 80% of the new brands of tmall are related to female consumption, 40% of the brands are created by women, and 70% of the consumers who buy new brands more than 12 times a year are women. "She created" and "her economy" are rising.

Are there essential differences between female consumer brands and mass consumer brands?

It is reported that the susceptible groups of tmall new brands (consumers who purchase new brands more than 12 times a year) contribute more than 76 million yuan to the new brands, accounting for more than 50%. Among them, 53.2 million yuan is from the consumption of female consumers.

What is her economy? Wu Feng, head of tmall's new consumption, said that "she economy" refers to female consumers and the market segments they consume. At present, among the more than 700 million tmall consumers, female consumers are the main consumers, and a large number of trend categories such as beauty, sports, snacks and health are also related to women's consumption.

In addition, two obvious trends of female consumption are summarized

(1) The younger consumption of women. With the rise of generation Z, the data of consumer order, cross category purchase frequency and purchase number are all growing rapidly, which are higher than those of other age groups.

(2) A large number of new brands are laying out the female consumer market. Compared with male consumers, female consumers' shopping needs are more upgraded and subdivided, and their consumption opinions are more intense, which is specifically reflected in the growth trend of women's purchase share in tmall platform.

Unofficially, from the overall point of view, women's consumer brands are essentially no different from mass consumer brands. "Both female consumer brands and mass consumer brands should follow the law of brand growth and market rules."

What substantial changes have taken place in women's consumption?

Tang Huimin, founder of Miss berry fruit wine brand, said that she was also observing and feeling the changes and development of low alcohol wine industry at home and abroad. "Due to the differences in cultural and economic development trends, different countries show different development patterns." However, a change trend of female consumption in China is that the demand is more subdivided.

Take the low alcohol liquor industry as an example. As early as 20 years ago, Japan's low alcohol wine industry has begun to develop and rise. Tang Huimin said that due to the influence of Japanese culture and population structure, as well as the situation of women's late marriage and childbirth and the increase of employment rate, the first generation of low alcohol wine in Japan was developed by women.

In contrast, Tang Huimin shared a data: in the past five years, the age of late marriage and late childbirth of Chinese women has increased by 5 years, from 22 to 27. Similarly, the employment rate of women in China is also increasing, and the demand for women's independence has become obvious. The impact of this social phenomenon on the wine market is reflected in the increase of pressure relief scenarios. Among them, a small drink after work or before going to sleep has become a way to decompress. "The drinking rate of Chinese women has risen from 10% to 30% now." Tang Huimin said that this also drives the brand to continuously explore more subdivided groups and needs.

Xiao Lan, head of the new brand of tmall beauty, points out that the characteristics of women's value consumption are mainly reflected in self satisfaction, beauty economy and pursuit of individuality. According to her, China's cosmetics market has reached 800 billion yuan in 2020, of which online channels account for 40%, and Taobao and tmall platforms account for 85% of the 40%. In addition, it is estimated that China's beauty market will reach 2.8 trillion by 2030.

"These figures mean that the Yueji economy has become the mainstream consumption trend." Xiao Lan concluded.

What are the market opportunities for her economy in 2021?

"In a society with more monks and less meat, opportunities for the Internet are gradually diminishing. With the rise of GDP and women becoming the main consumer force, the diversification of brands and consumption is more obvious. These two aspects make investors pay attention to the consumption field." Tian min, partner of Yuanjing capital, believes that consumption is an eternal theme in the investment field.

Tian min revealed that during the Internet investment boom ten years ago, investors were not willing to invest in the brands founded by female founders. "Due to the differences in thinking and ways of doing things between women and men and the radical playing methods of Internet track, Internet track is not suitable for women to start a business." In contrast, female founders have more delicate feelings and more tender management ability, which is suitable for entrepreneurship in consumer racing track. However, some investors have brought their prejudice to the consumption track. "I don't think it's advisable for investors to find entrepreneurs with different characteristics in different industries."

Tian min judges that in the future, especially in the female consumption track, the combination of consumer goods with health attributes or healthy lifestyle will bring great opportunities and greater market space for brands.