01 women's rise and consumption
In the 1990s, the launch of the " half sky " section, which focused on women, was seen as a cause of unprecedented social attention to women's groups in china. As women's power spread widely, the perception of chinese women has changed. The concept of equality between men and women and equal rights for women is gaining ground, and women's excellence in the workplace is common. Since then, women's groups have emerged and their economic power and consumption have been fully demonstrated. More and more women are seeking work-life balance as a way to achieve self-worth, and the concept of “work for money, for self-serving” is gradually becoming a new life attitude. As women play an important role in the household economy, their consumption behaviour tends to revolve around household needs. However, with the progress of the times, female consumer groups are gradually showing greater consumption capacity. According to cbndata, 97 per cent of women in china were the main consumers of household consumption in 2020, and their total consumer market exceeded the $1 trillion mark。
Characteristics of the female consumer market
Diversity
This huge market for women's consumption is marked by the fact that, as women's access to education increases, their social roles and status have increased and the economic structure has changed profoundly. Today women are no longer content with a static life and a single image, but are beginning to pursue the diversity of life, socialization and diversity of experience. They have a wide range of interests and are keen to try new things and want to feel different lives through the experience of goods and consumption, changing roles and experiencing the lives of others。
[personalization]
With the rise of national winds, the culture of the three pits and the culture of independence, modern women are increasingly inclined to choose brands with unique personality. It is also a fashion expression of women's self-expression and propagating positions. Many brands have become popular as a result, and it is precisely because clients have experienced an increase in the value of personality in their shopping process, which has become an entirely new shopping experience. In this era of personalized consumption, commodities not only carry functional functions but also become social business cards. A man's dress undoubtedly reveals his taste, personality and character in silence。
A sense of ritual
In the wave of “her economy”, ritualism is an important tool not only for women consumers, but also for self-insinuation in their lives. It meets women's emotional needs, such as the happiness of small household electricity, the ritualism of handbooks, which make life better and poetic. At the same time, ceremonial feelings have gained wide recognition in social media as a culture of “carding”. The emergence of vlog, which has led to the introduction of ritualism to the social network's “good living” role, and the interest of countless young people in imitating vlogger's ritualism “good living”, further highlights the importance of ritualism consumption in today's society。
03 red commercial and space design
[advanced]
On social platforms, we often see new terms such as “grazing grass”, “stamping cards” and “grazing grass”, which reflect not only the interaction and socialization of “sister-puggering”, but also the close link between business space and consumers. Shanghai's vanka “students new house” has gone through a luxurious turn from an old building building to become a high-profile new cultural landmark that attracts countless tourists to play cards. Its unique spanish architectural style gives it a unique look and blends with modern fashion。
[house bookshop ]
One of the most beautiful bookstores in the world, a book museum of 2,000m2 was crafted in the “advanced new house”. The first floor, with the theme of “drive knowledge”, skilfully divides the study areas of human nature and art and aesthetics, providing readers with an immersive reading experience。
Other mall examples
In addition to the new establishment, many shopping malls have skilfully integrated feature elements into the business landscape, creating a different type of cardpoint. For example, hengji xuhui heaven and earth, with their distinct red red, have become a beautiful view of the city; the shanghai aegean sea shopping park, with its spectacular ocean music fountain, has become not only the largest shopping centre in shanghai, but also the perfect integration of the landscape with fashion。
Young women's consumption choices
Lakeside silver thai77
Silver tain 77, a commercial destination that integrates fashion and culture. It brings together a variety of brands that are of high valour, novelty and unique design, offering a unique choice for women consumers who seek personality and art. Its unique and innovative philosophy is not only reflected in the diversification of goods and services, but also through individual space design and the organization of cultural events that bring different shopping experiences to customers. Here, fashion collides with culture, creating a rotten spark that attracts countless female consumers of personality and art。
[ten pit culture]
On the b2 level of silver taiin 77, hangzhou lake, there is a neighbourhood called z generation, which is very popular with the girls of the three pits. It brings together a large number of three “neighborship” commodities, such as the famous brands nyanya and cute. Q. The culture of the three pits, although unique, is only one side of diversity among young women's consumer groups。
[other consumption scenarios and trends]
With its unique charisma, beijing's x-ray has become the ideal park for young women seeking a new life. There are many new developments, such as independent designer shops。
Trends in female and household consumption
Enjoy yourself and your children
Recording a good life, and female consumers are undoubtedly three central topics in their daily consumption: their own pleasure, their pets and their children. In recent years, the emergence of the concept of masculinity reflects the growing interest of women in their own appearance and body。
A strategy for shopping malls
How can the third space, as a shopping mall, attract female consumer groups? The growing number of collective store brands in the mall, as well as the leading international home-grown make-up, both through brand influence, powerful product power and unique visual design, have become bright spots for attracting female consumers。
The importance of mother and child facilities
Numerous shopping centres have been finer in their mother-and-child support facilities, with the aim of enabling women consumers to share the care of the mall while shopping. For example, mother and child rooms in manchuria city are well designed to meet the needs of mothers。
Conclusion and future trends
In-depth exploration of these three directions will provide strong support for your pre-eminence in business competition. As business projects continue to innovate, the number of business sites that are worth playing cards today continues to grow. Today, where personality is increasingly favoured by female consumers, malls and shopping centres need to not only provide diversified goods and services but also attract and retain customers through unique expression of personality. From the love of culture, attachment to emotions and the promotion of personality, these elements together form the “grass” in the hearts of women consumers。
