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亚博网址:“她经济”是个伪命题吗?
发布时间:2021-08-31 00:27:04

How to make women's money is a university question, especially at a time when women are increasingly becoming the main force of consumption.

如何赚钱是一个大学的问题,尤其是在妇女日益成为消费的主要力量之时。

According to data from the Guotai Junan Research Report, the population of women aged 25-40 in my country is 290 million, and nearly 75% of household consumption decisions are dominated by women. It is expected that the female market will reach 4.5 trillion in 2020, mainly in beauty, clothing, and accessories. The "her economy" of China is an important growth point in the consumer market now and in the future.

根据《国泰君安研究报告》的数据,我国25-40岁的女性人口为2.9亿,其中将近75%的家庭消费决策由女性主导。预计到2020年,女性市场将达到4.5万亿美元,主要集中在美容,服装和配饰方面。中国的“她的经济”是现在和将来消费市场的重要增长点。

Many industry reports also pointed out that data on sanitary napkins, underwear, jewellery, food delivery, film and television dramas, games and even alcohol consumption show that women’s spending power in various fields has increased, and the female consumer market is large.

许多行业报告还指出,有关卫生巾,内衣,珠宝,送餐,影视剧,游戏甚至酒类消费的数据表明,女性在各个领域的消费能力有所提高,女性消费市场很大。

"She economy" is not a new concept. As early as 2007, "her economy" and "other economy" were frequently mentioned. This concept has been continuously strengthened in more than ten years. To a certain extent, it needs to be attributed to the awakening of social consciousness-the issue of women in society The discussion on the topic gradually deepened and became multi-dimensional, and niche issues such as extreme poverty and menstrual poverty began to attract more and more attention on the Internet. The social awareness of women’s attention was finally revealed in economic life.

“她的经济”不是一个新概念。早在2007年,就经常提到“她的经济”和“其他经济”。十多年来,这一概念得到了不断加强。在某种程度上,这应归因于社会意识的觉醒-社会中的妇女问题。关于这一主题的讨论逐渐加深并变成了多维的问题,诸如极端贫困和月经贫困之类的利基问题开始吸引更多人。并在互联网上获得更多关注。在经济生活中,社会对女性注意力的意识终于得到了体现。

Taking Japan as an example, the female economy is the "third arrow" of Abe's implementation of Japan's economic reforms. It is used to increase the participation and activity of women in enterprises, increase the number of Japanese laborers, and promote economic recovery. The reason behind this is that the negative impact of the long-term low status of women on the Japanese economy is hard to ignore.

以日本为例,女性经济是安倍实施日本经济改革的“第三箭”。它用于增加妇女在企业中的参与和活动,增加日本劳工的数量,并促进经济复苏。其背后的原因是,妇女长期地位低下对日本经济的负面影响令人难以忽视。

In the domestic market, with the further rise of female consciousness in our country, the presence of "her economy" is also getting stronger.

在国内市场上,随着我国女性意识的进一步提高,“她的经济”的存在也越来越强。

So, when the market is touting the "her economy", what are the actual operating conditions of the companies that have devoted themselves to the trend of women's economy? For women as consumers, whether their actual needs are met, and whether the "her economy" is fake? Many questions such as entrepreneurial outlets are more to be answered.

那么,当市场在吹捧“她的经济”时,致力于女性经济发展趋势的公司的实际运营条件是什么?对于作为消费者的女性来说,她们的实际需求是否得到满足,以及“她的经济”是否虚假?许多问题,例如创业机构,还有很多要回答的问题。

What will women spend for?

女人会花些什么?

In fact, there are many female consumption scenes involved in daily life, especially when women are the representatives of household consumption, and the consumers of their consumer products are often families, husbands, and children, rather than female consumers themselves.

实际上,日常生活中有许多女性消费场景,特别是当女性代表家庭消费时,其消费产品的消费者通常是家庭,丈夫和孩子,而不是女性消费者本身。

The concept of "she economy" narrows the scope of the incision, which means consumer products designed specifically for female consumers. These include products related to women's physiological characteristics such as hygiene products and women's underwear, as well as sub-categories specifically designed to cater to women's preferences in mass consumer products such as games and movies.

“她经济”的概念缩小了切口的范围,这意味着专门为女性消费者设计的消费产品。这些产品包括与女性生理特征有关的产品,例如卫生用品和女性内衣,以及专门设计用于满足女性在大众消费产品(例如游戏和电影)中偏爱的子类别。

In this article, the three most representative "her economy" industries of hygiene products, women's underwear, and games are selected to try to clarify the characteristics and development context of women's economy.

在本文中,选择了卫生用品,女性内衣和游戏这三个最具代表性的“她的经济”产业,以试图阐明妇女经济的特征和发展背景。

In September this year, keywords such as "bulk sanitary napkins" and "menstrual poverty" frequently occupied the hot search on Weibo. For all women of the right age, sanitary products are an unavoidable consumer expenditure item. Social discussions on this topic are more centered on whether to reduce the tax on sanitary products and how to ensure the basic health needs of poor women.

今年9月,“散装卫生巾”和“经期贫困”等关键词经常成为微博上的热门搜索。对于所有适龄妇女而言,卫生产品是不可避免的消费支出项目。关于该主题的社会讨论更多地集中在是否降低卫生产品税以及如何确保贫困妇女的基本健康需求上。

Another perspective worth observing is how high the manufacturing cost of sanitary napkins is, and how sanitary napkins have gradually become a burden to some women’s lives.

另一个值得观察的观点是卫生巾的制造成本有多高,以及卫生巾如何逐渐成为某些女性生活的负担。

Sanitary napkins is a highly concentrated market. Major manufacturers include Hengan International

卫生巾是一个高度集中的市场。主要制造商包括恒安国际

This is an industry with simple technology but high gross profit margin. One of the main reasons for the high premium of sanitary napkins is that brand owners have invested heavily in advertising. Both men and women must have seen sanitary napkin advertisements frequently in various channels. Low-priced FMCG products such as toiletries are similar.

这是一个技术简单但毛利率高的行业。卫生巾价格高的主要原因之一是品牌所有者在广告上投入了大量资金。男人和女人都必须经常在各种渠道中看到卫生巾广告。诸如洗护用品等低价快速消费品也是如此。

Chongqing Baiya, the “first share of sanitary napkins,” which has just been listed on the SME Board of the

重庆百雅,“第一批卫生巾”,刚刚在中国中小企业板上市。

In addition, the traditional sanitary napkin sales system relies on dealers, and after increasing the prices, it will eventually reach more than three times the ex-factory price. Zhongtai Securities’ in-depth report on the sanitary napkin industry shows that Chongqing Baiya Sanitary Products Co., Ltd. has an ex-factory price of 0.38 yuan for sanitary napkins at a terminal price of 1.25 yuan, and each level of dealers increases the price by up to 20%-30%.

另外,传统的卫生巾销售系统依赖于经销商,并且在提高价格之后,最终将达到出厂价的三倍以上。中泰证券对卫生巾行业的深度报告显示,重庆百雅卫浴有限公司的卫生巾出厂价为0.38元,终端价为1.25元,各级经销商提高了价格上涨了20%-30%。

At present, with the prevalence of the concept of "new consumption", the development of sanitary napkins also shows two obvious trends in consumption upgrade and e-commerce.

当前,随着“新消费”概念的盛行,卫生巾的发展在消费升级和电子商务方面也显示出两个明显的趋势。

Sanitary napkins, as an indispensable daily necessities for women, are one of the first consumer categories swept by the consumption upgrade.

卫生巾是妇女不可缺少的日常必需品,是消费升级席卷的首批消费类别之一。

According to the survey data of Zhongtai Securities, the scale of sanitary napkins in 2018 exceeded 80 billion yuan. The integrated development of China's sanitary products industry has a high degree of market concentration. As of 2018, the sanitary napkin retail market has exceeded 80 billion, with a consumption of 1,200 pieces, and a penetration rate of 100%. In 2018, the market size increased by 5.7%, the price of a single chip increased by 4.7%, and the proportion of high-end products continued to increase.

根据中泰证券的调查数据,2018年卫生巾规模突破800亿元。中国卫浴产业的综合发展具有高度的市场集中度。截至2018年,卫生巾零售市场已突破800亿,消费量为1200件,渗透率达100%。 2018年,市场规模增长了5.7%,单芯片价格增长了4.7%,高端产品的比例持续增长。

The consumption upgrade is not only reflected in the increase in sanitary napkin prices, but also in the expansion of categories. Pants-type sanitary napkins, liquid sanitary napkins, as well as sanitary cups and tampons are gradually flowing from the overseas market to the domestic market. The average price of these products is higher than that of ordinary sanitary napkins. Although traditional sanitary napkins still dominate the market, emerging sanitary products have shown their potential in the mid-to-high-end market: On Double Eleven in 2018, Hushubao liquid sanitary napkins, which have just entered the Chinese market, reached an 11-minute breakthrough. With a score of 100,000 sets, this figure continued to rise in the next two years.

消费升级不仅体现在卫生巾价格的上涨,还体现在种类的扩展上。裤子型卫生巾,液体卫生巾以及卫生杯和卫生棉条正逐渐从海外市场流向国内市场。这些产品的平均价格高于普通卫生巾。尽管传统卫生巾仍在市场中占据主导地位,但新兴的卫生产品已在中高端市场中显示出了潜力:2018年双十一,刚刚进入中国市场的呼舒宝液体卫生巾达到了11分钟突破。在接下来的两年中,这一数字以100,000套的形式持续上升。

Under the trend of consumption upgrade, the market size of sanitary napkins will continue to expand and the market size of sanitary napkins will continue to expand, and it is expected to exceed 100 billion in 2021. This data depends more on the impact of brand manufacturers on the mid-to-high-end market. At present, the sinking market is still the world of "bulk sanitary napkins" and "OEM sanitary napkins".

在消费升级的趋势下,卫生巾的市场规模将继续扩大,卫生巾的市场规模将继续扩大,预计到2021年将超过1000亿。这一数据更多地取决于品牌制造商的影响。在中高端市场上。目前,沉没的市场仍然是“散装卫生巾”和“ OEM卫生巾”的世界。

However, after the topic of "bulk sanitary napkins" detonated public opinion, it is foreseeable that this neglected market will attract the attention of some manufacturers. Aiming at a large number of users in the sinking market, after abandoning the concept of large marketing expenses and consumption upgrades, there is no room for imagination for a standardized and large-scale low-priced sanitary napkin brand.

但是,在“散装卫生巾”这一话题引起舆论欢迎之后,可以预见的是,这一被忽视的市场将吸引一些制造商的注意。针对沉没市场中的大量用户,在放弃了庞大的营销费用和消费升级的概念之后,对于标准化的,大规模的低价卫生巾品牌来说,是没有想象空间的。

In addition, with the further popularization of mobile networks in marginal areas, more low-consumption groups have begun to shop on special e-commerce platforms such as Pinduoduo, Taobao Special Edition, and 1688. This is also a development opportunity for companies focusing on sinking markets. In the Taobao message area of ​​bulk sanitary napkins, many female consumers can see how the quality of the product is. Therefore, the cost and quality of the product are the most critical issues for companies and consumers in the sinking market.

此外,随着边缘地区移动网络的进一步普及,越来越多的低消费群体开始在特殊的电子商务平台上购物,例如拼多多,淘宝特刊和1688。这对于专注于企业的公司来说也是一个发展机遇。沉没的市场。在散装卫生巾的淘宝留言区中,许多女性消费者可以看到产品的质量如何。因此,产品的成本和质量对于正在下沉的市场中的公司和消费者来说是最关键的问题。

Similar to the development stage of the sanitary napkin market, the overall growth rate of the underwear market in my country has also begun to slow down. The annual growth rate has dropped from 15.98% in 2017 to 7.5% in 2019. After the end of the market expansion curve, products began to develop in the direction of refinement.

与卫生巾市场的发展阶段相似,我国内衣市场的整体增长率也开始放缓。年增长率从2017年的15.98%降至2019年的7.5%。市场扩张曲线结束后,产品开始向精细化方向发展。

However, compared with sanitary napkins, the awakening of female consciousness is more obvious in this field.

但是,与卫生巾相比,该领域中女性意识的觉醒更加明显。

Regardless of whether it is underwear or underwear, female consumers are currently showing a tendency to value quality more and prefer comfortable models: According to data from underwear online retailer Figleaves, sales of steel-free bras increased by 40% at the beginning of the epidemic, and continued to increase in June 42 %. From 2016 to 2018, the market size of underwear made of “pure cotton” increased by 172%, indicating that consumers are increasingly favoring “pure cotton” materials with better texture and more comfort when choosing underwear materials.

不管是内衣还是内衣,女性消费者目前都表现出更加看重质量并更喜欢舒适款式的趋势:根据内衣在线零售商Figleaves的数据,流行初期,无钢胸罩的销量增长了40% ,并且在6月继续增长42%。从2016年到2018年,“纯棉”制成的内衣市场规模增长了172%,这表明消费者在选择内衣材料时越来越喜欢质地更好,更舒适的“纯棉”材料。

Therefore, several women's underwear companies that seize the trend and focus on comfort have achieved good results and are favored by the capital market. For example, Ubras, which has a non-sizing design based on steel ring underwear, announced in September this year that it has completed hundreds of millions of yuan in B+ round financing led by Sequoia Capital; the main cotton and comfortable life care brand, the cotton era, the parent company is stable Medical successfully listed on the Growth Enterprise Market.

因此,几家抓住趋势并注重舒适性的女性内衣公司取得了不错的成绩,并受到了资本市场的青睐。例如,具有基于钢圈内裤的非尺寸设计的Ubras,在今年9月宣布,已完成由红杉资本(Sequoia Capital)牵头的B +轮融资数亿元人民币;棉花和舒适生活护理的主要品牌,棉花时代,母公司稳定医学成功在创业板市场上市。

In contrast to this trend, products that once neglected wearing comfort and catered to mainstream aesthetics are gradually being abandoned.

与这种趋势形成鲜明对比的是,曾经一度忽视佩戴舒适性并迎合主流美学的产品逐渐被淘汰。

In May of this year, Victoria’s Secret, a world-renowned lingerie brand founded in 1977 with the labels "sexy" and "elegant", declared bankruptcy of its subsidiary Victoria's Secret UK, and its parent company L Brands will permanently close 250 stores in North America. One month later, Victoria's Secret UK entered the bankruptcy liquidation stage. At the same time, the Victoria's Secret Angel Show has also been suspended since last year.

今年5月,维多利亚世界的秘密品牌(Victoria's Secret)于1977年成立,旗下品牌为“性感”和“优雅”,该品牌的子公司维多利亚世界的秘密英国公司宣布破产,其母公司L Brands将永久关闭其250家门店。北美。一个月后,维多利亚的秘密英国进入了破产清算阶段。同时,自去年以来,维多利亚的秘密天使秀也已暂停。

There have been criticisms of the poor quality and inadequate comfort of the underwear produced by Victoria's Secret. What pushed Victoria's Secret into the abyss this year is the rejection of "sexy" and "standard body" by women.

曾有人批评“维多利亚的秘密”(Victoria's Secret)生产的内衣质量差且舒适性不足。今年将“维多利亚的秘密”推入深渊的原因是女性拒绝了“性感”和“标准身材”。

The Victoria's Secret Show was once the most watched commercial show in the world. Its biggest gimmick was the hot-shaped Victoria's Secret Angel with wings on its back. In 1999, when the Victoria's Secret show was at its strongest, the official website’s live broadcast exceeded 1 million views within 30 minutes, and the audience’s enthusiasm once paralyzed the network; in 2001, the Victoria’s Secret show was broadcast live on TV for the first time, achieving more than 12 million The ratings scores people watch are like the difference between the current situation where big shows are stopped. It can be said that the Victoria's Secret brand succeeded in being sexy but also defeated in sexy.

维多利亚的秘密秀曾经是世界上观看次数最多的商业秀。它最大的花招是热形的维多利亚的秘密天使,背面有翅膀。 1999年,当“维多利亚的秘密”节目表现最出色时,官方网站的实时广播在30分钟内观看了超过100万次观看,观众的热情曾经使该网络瘫痪; 2001年,“维多利亚的秘密”节目首次在电视上直播,获得了超过1200万的收视率。人们观看的收视率得分就像是大型节目停止的当前状况之间的区别。可以说,Victoria's Secret品牌在性感方面取得了成功,但在性感方面也失败了。

From the product perspective, Victoria's Secret sells aesthetics, not demand. The sexy label of Victoria's Secret underwear has become the core element of Victoria's Secret brand attributes. However, sexiness is often associated with "pleasing men". However, the consumers of underwear are women, and the setting of "please men" has been criticized in the awakening female consciousness.

从产品的角度来看,维多利亚的秘密出售美学而不是需求。 Victoria's Secret内衣的性感标签已成为Victoria's Secret品牌属性的核心元素。但是,性感常常与“讨人喜欢的男人”有关。然而,内衣的消费者是女性,并且在唤醒女性意识中批评“请男性”的设置。

From the perspective of female consumers, sexy must give way to comfort. No matter how exquisite and sexy underwear is, it is uncomfortable behind you and destined to be abandoned. After all, the big show on the tall, the dreamy and luxurious underwear still needs a large number of female consumers in daily life scenes to pay. When the brand breaks away from the actual needs of female consumers, the decline is inevitable.

从女性消费者的角度来看,性感必须让位给舒适。不管内衣多么精致和性感,它在您身后都不舒服,注定会被抛弃。毕竟,高大,梦幻和奢华内衣上的大型秀仍然需要在日常生活场景中吸引大量女性消费者。当品牌脱离女性消费者的实际需求时,下降是不可避免的。

While Victoria's Secret is declining, Aerie, Lively and many other emerging brands that realize that "comfort is king" have begun to rise. At the same time, many advertisers have begun to launch advertisements for independent women. Big-name underwear brands such as CK have begun to cater to the position of progressive women, using large-size, transgender, and colored models, and progressive women gradually exert their influence in the consumer market. .

当维多利亚的秘密在下降时,意识到“舒适为王”的Aerie,Lively和亚博网址许多其他新兴品牌已经开始崛起。同时,许多广告商已经开始为独立女性发布广告。 CK等大牌内衣品牌已开始使用大码,跨性别和彩色款式迎合进步女性的地位,而进步女性逐渐在消费市场上发挥影响力。 。

The game is regarded by many male players as a place to stay, and it is customary to think that males account for the majority of players. However, actual data shows that this is just a stereotype. According to the China Game Industry Report 2019, domestic game users have reached 640 million, of which female players have reached 300 million, accounting for 46.2% of the total domestic game users.

许多男性玩家都认为该游戏是一个休闲场所,习惯上认为男性占了大多数。但是,实际数据表明这只是一个定型观念。根据《 2019年中国游戏产业报告》,国内游戏用户已达6.4亿,其中女性玩家已达3亿,占国内游戏用户总数的46.2%。

The number of female gamers is increasing year by year, and is gradually equal to the number of male gamers. The increase in the number of female gamers means that the potential consumption of the female group will increase. The gradual prosperity of the female game market has begun to attract more and more companies to develop female-oriented games.

女玩家的人数逐年增加,并逐渐与男玩家的人数相等。女性游戏玩家数量的增加意味着女性群体的潜在消费量将会增加。女性游戏市场的逐渐繁荣已开始吸引越来越多的公司开发面向女性的游戏。

In the domestic market, the budding of female-oriented games began in 1995. Daewoo, the manufacturer of "Legend of Sword and Fairy", launched a female-oriented game "Celebrity Volunteer" and continued to launch "Celebrity Volunteer 2" four years later. These two games brought a whirlwind from women to games in those years, but unfortunately, after these two games, no high-quality women in the domestic market have launched games, and women's participation in the game market is gradually silent.

在国内市场上,面向女性的游戏始于1995年。《剑与仙女传奇》的制造商大宇推出了面向女性的游戏“名人志愿者”,并持续四年推出了“名人志愿者2”。后来。这两场比赛给女性带来了旋风,但是不幸的是,这两场比赛之后,国内市场上没有高素质的女性推出游戏,而女性在游戏市场的参与也逐渐沉默。

Until the establishment of Orange Game in 2012, the main scope of the game included Otome Love Games. At this time, games with a strong female label appeared again in the domestic market. A year later, the paper folding game was established, and the "Warm Nuan" series was released. These two manufacturers later became the dominant players in the female game field.

在2012年Orange Game成立之前,该游戏的主要范围包括Otome Love Games。这时,具有强大女性烙印的游戏再次出现在国内市场。一年后,建立了纸质折纸游戏,并发行了“暖暖”系列。后来这两家制造商成为女性游戏领域的主导者。

The outbreak of female-oriented games In 2017, June, the TV series "The Stars of the Counterattack", adapted from Orange Games, was watched as scheduled, and the ratings exceeded 100 million. At the end of the year, "Love and Maker" went on sale, and it took less than two weeks to squeeze "King of Glory" to the second place on the App Store free game list.

面向女性的游戏的爆发2017年6月,如期收看了由Orange Games改编的电视连续剧《反击之星》,收视率突破了1亿。在今年年底,“爱与制造者”开始发售,并用了不到两个星期的时间将“荣耀之王”挤到了App Store免费游戏排行榜的第二位。

Female-oriented games have become a new continent for game makers. At the beginning of this year, Perfect World publicly tested the mobile game "Dream Collection Cygnus" for women; Tencent Games' "Love of Light and Night" recently opened its second test; Netease Games' "Painted Traveler in Time and Space"; 360 games feature cute pets "Hamster Story-Sweet Baking House" have entered the show.

面向女性的游戏已成为游戏制造商的新大陆。今年年初,Perfect World公开测试了面向女性的手机游戏“ Dream Collection Cygnus”;腾讯游戏的《光与夜之恋》最近开启了第二次测试;网易游戏的“时空绘画旅行者”;展示了360种可爱宠物的游戏“仓鼠故事-甜蜜的烤房”。

According to gamma data, in 2020, the Chinese female game market will reach 56.84 billion yuan, of which 40.19 billion yuan will come from mobile games.

根据伽玛数据,到2020年,中国女性游戏市场规模将达到568.4亿元,其中401.9亿元将来自手机游戏。

It is worth pointing out that the current market definition of female-oriented games is relatively narrow-with obvious labels such as plot, dress-up, and love. But in fact, the consumption scenes of female game players are not limited to the above-mentioned subdivision tracks. In games with higher competitive and operability requirements, female groups cannot be ignored either.

值得指出的是,当前面向女性的游戏的市场定义相对狭窄-具有明显的标签,例如情节,装扮和爱情。但是实际上,女性游戏者的消费场景不限于上述细分轨迹。在具有更高竞争力和可操作性要求的游戏中,女性群体也不容忽视。

For example, in the game "Fifth Personality" launched by NetEase that focuses on horror and suspense elements, female players have reached 60% of the total number of gamers. Station B will explain the production of Nintendo’s classic adventure game "Zelda: Breath of the Wild" 》There are too many female UP owners. It can be seen that women-oriented games should not be limited to dress-ups and love. It has a broader blue ocean market for all categories.

例如,在网易推出的专注于恐怖和悬念元素的游戏“第五个人格”中,女性玩家已达到游戏玩家总数的60%。 B站将说明任天堂经典冒险游戏《塞尔达传说:荒野之息》的制作》女性UP所有者过多。可以看出,面向女性的游戏不应仅限于装扮和爱。它为所有类别的蓝海市场提供了广阔的市场。

Women have gradually become in-depth participants in the game industry, creating and sharing game content on their active platforms. According to the official game player illustration data released by Xiaohongshu, in the past six months, Xiaohongshu has more than 20 million users watching game content; 480,000 creators have posted game notes on Xiaohongshu; games in Xiaohongshu The notes have been viewed more than 2.1 billion times.

女性逐渐成为游戏行业的深度参与者,在其活跃的平台上创建和共享游戏内容。根据小红书发布的官方玩家插画数据,在过去的六个月中,小红书拥有超过2000万的用户在观看游戏内容; 480,000名创作者已在小红书上发布了游戏笔记;小红书的游戏已被浏览超过21亿次。

In the girl's ecology, the presence of games is getting stronger and stronger.

在女孩的生态环境中,游戏的存在越来越强。

In fact, with the awakening of social consciousness, the “her economy” that has gradually gained more and more attention in the market is not limited to the three directions listed above. So, how to determine the scope of "her economy", and does the concept of "her economy" really hit the dividend?

实际上,随着社会意识的觉醒,逐渐受到市场关注的“她的经济”不仅限于上述三个方向。那么,如何确定“她的经济”的范围,“她的经济”的概念是否真的带来了好处呢?

In the usual analysis logic, "her economy" is regarded as an independent track with dividends, which is mainly driven by two factors: demand and supply.

在通常的分析逻辑中,“她的经济”被视为有红利的独立轨道,这主要由两个因素驱动:需求和供给。

For example, Liu Bo, a partner of Qingliu Capital, once stated that on the demand side, female consumers have cleared their original brand views and tended to choose selective payment. , And jointly expand the imagination of "her economy".

例如,清流资本的合伙人刘波曾表示,在需求方面,女性消费者已经清除了原有的品牌观念,并倾向于选择选择性付款。 ,共同扩大“她的经济”的想象力。

Specifically, after the popularization of overseas shopping, purchasing agents, and outbound travel, female consumers have seen and used many good things, the information has become symmetrical, and the choices have increased. Female users, especially young female users, show a state of "clearing" the original brand concept, original shopping mode, and are willing to try new things.

具体而言,在海外购物,代购代理商和出境旅行的普及之后,女性消费者看到并使用了许多好东西,信息变得对称,选择增加了。女性用户,特别是年轻女性用户,表现出“清除”原始品牌概念,原始购物方式的状态,并愿意尝试新事物。

At the same time, compared with the 20-year-old women of the previous generation, the 20-year-old women of this generation have more choices, and there is no inherent brand view. The consumption upgrade of girls is reflected in the brand switching. New categories will also generate many opportunities as lifestyle changes and consumption power increase.

同时,与上一代的20岁女性相比,这一代的20岁女性有更多选择,并且没有固有的品牌观念。女孩的消费升级反映在品牌转换上。随着生活方式的改变和消费能力的提高,新类别还将产生许多机会。

Ji Wei, the founding managing partner of Huaying Capital, believes that “the education level of Chinese women is improving, and the proportion of girls in colleges and universities has reached 52%. Women have a very clear understanding of what they want and what they want to consume." This has become an important reason for the rapid development of the "her economy".

华英资本创始执行合伙人纪伟认为:“中国女性的教育水平正在提高,高校女生比例达到了52%。妇女对自己的需求和消费有非常清楚的了解。”这已成为“她的经济”快速发展的重要原因。

Combing different viewpoints, we can see that the rise of "her economy" is inseparable from the awakening of female consciousness. In this issue, social consciousness and economic benefits influence each other. In addition, as an important participant in the market economy, female consumers' consumption awareness and preferences have a deeper impact on the development of the entire market economy.

从不同的角度来看,我们可以看到“她的经济”的崛起与女性意识的觉醒密不可分。在这个问题上,社会意识和经济利益相互影响。此外,作为市场经济的重要参与者,女性消费者的消费意识和偏好对整个市场经济的发展产生了深远的影响。

In the context of the disappearance of the overall demographic dividend of the Internet, vertical groups are the key to corporate competition, and the industrial layout around relevant consumer groups is accelerating the economic development of the Internet groups.

在互联网总体人口红利消失的背景下,垂直群体是企业竞争的关键,围绕相关消费群体的产业布局正在加速互联网群体的经济发展。

The excavation and stimulation of the female economy is an important growth point in the current consumer market. Part of the growth comes from the excavation of women's consumption power, and part of it comes from the social reexamination of gender, which has caused changes in the consumption structure.

发掘和刺激女性经济是当前消费市场的重要增长点。增长的一部分来自对妇女消费能力的挖掘,另一部分来自对社会性别的重新审视,这导致了消费结构的变化。

Games, cosmetics, liquor, and other products that were previously considered as a single-sex-specific consumption, gradually tend to balance the consumption of both sexes. The important reason for this phenomenon is that with the improvement of the economic level, many traditional concepts have gradually changed in the social changes. More and more people have accepted DINKism and celibacy and are willing to invest more in themselves.

游戏,亚博游戏官网网址化妆品,酒类和其他以前被视为单性别消费的产品逐渐趋于平衡男女的消费。造成这种现象的重要原因是,随着经济水平的提高,许多传统观念在社会变革中逐渐发生了变化。越来越多的人接受了DINKism和独身主义,并愿意对自己进行更多的投资。

Therefore, there is always a controversy-is "her economy" a false proposition?

因此,始终存在争议-“她的经济”是一个错误的主张吗?

A trend worthy of attention is that, in addition to industries that are closely related to physiological characteristics, such as hygiene products and women’s underwear, in more mass consumer categories, the consumer preferences between men and women are converging—in essence, "her economy", The opposite concept of "other economy", as well as many gender consumer categories and gender added value are artificially constructed. In today's rapidly changing society, many constructions are beginning to dissolve and reconstruct.

值得关注的趋势是,除了与生理特性密切相关的行业(例如卫生用品和女性内衣)之外,在更多的大众消费类别中,男女之间的消费者偏好也在趋同-本质上,“她的经济“,与“其他经济”相反的概念,以及许多性别消费者类别和性别增加值都是人为构造的。在当今瞬息万变的社会中,许多建筑开始瓦解和重建。

As a company, you need to find the right direction in this kind of dissolution and reconstruction, because every dissolution and reconstruction means a major change in the industry and the emergence of an outlet.

作为一家公司,您需要在这种解散和重建中找到正确的方向,因为每一次解散和重建都意味着行业的重大变化和网点的出现。

So, for venture capitalists who wish to seek development opportunities from the adjustment of consumption structure, how to find the outlet in this continuous change should be the return of demand itself: whether male or female consumers, first of all, They are consumers, and respecting consumers instead of putting men or women in front of consumers is a more rational choice.

因此,对于希望从消费结构调整中寻求发展机会的风险资本家来说,如何在这种持续变化中寻找出路应该是需求本身的回报:无论是男性还是女性消费者,首先,他们是消费者,以及尊重消费者而不是将男性或女性摆在消费者面前是一个更合理的亚博网址选择。

In terms of power structure and aesthetic orientation, consumer culture is reshaped under the new rules. Women are consumed by consumer culture, and women also consume consumer culture. At the same time, both sexes are also subverting the original gender relationship in consumption. In the matter of consumption, the difference between the sexes is far less than imagined.

在权力结构和审美取向方面,消费文化在新规则下得到了重塑。妇女被消费文化所消费,妇女也消费了消费文化。同时,两性也颠覆了消费中的原始性别关系。在消费方面,男女之间的差异远远小于想象中的差异。

Returning to the "her economy" itself, the rapid development of the "her economy" shows that one is that women can gradually face their own consumption desires, and the other is that women's economic income is slowly increasing. It can be found that the progress of the gender concept of men and women in society can promote the increase of women’s income and thus increase their consumption. It is worth noting that it is still a long-term process of slow change to de-gaze the "her economy", grasp the actual needs of consumers, and re-examine the "her economy" and "other economy".

回到“她的经济”本身,“她的经济”的迅速发展表明,一方面是妇女可以逐渐面对自己的消费欲望,另一方面是妇女的经济收入正在缓慢增长。可以发现,社会上男女性别观念的进步可以促进妇女收入的增加,从而增加她们的消费。值得注意的是,放开“她的经济”,掌握消费者的实际需求,重新审视“她的经济”和“其他经济”,这仍然是一个长期的缓慢变化的过程。

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