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Women in China 2008: Women As Consumers & Lifestyle Trends
Access Asia Ltd., Dec 2007, Pages: 277
This report covers consumer behaviour amongst women in China, within the context of the massive changes in China in recent years, and how these changes have particularly affected the lives of China’s women. Areas of key interest include:
- Patterns of consumer behaviour among Chinese women;
- Changes in women’s roles and Chinese society’s traditional views of women;
- How greater economic freedom is bringing other freedoms to women in China, or not;
- Women’s purchasing power for products and services, and which of these are hot, or not;
- Chinese women’s awareness of brand, self-image and current fashions/trends;
- The size of the retail and service markets aimed at women;
- Which are the major brands selling to Chinese women, and who is selling them;
- Women’s exposure to advertising/marketing channels and media, and how they respond to it;
- Women’s involvement in sports and leisure activities, and how their changing lifestyles are effecting development of new sectors and opportunities;
This report aims to define the product and service sectors that thrive off the women’s market in China, and how companies in these markets attempt to win the interest of Chinese, either directly or through the media, in order to win a portion of their growing spending power, and even build long-term brand loyalty.
The report also looks at how the rapid pace of change in China over recent years has affected China’s women, and how it has made them very different from the generations of Chinese women who preceded them.
KEY REPORT FEATURES
This new report covers:
- An assessment of how the various rapid changes in China’s economy and society is having an influence on Chinese women, both within the society and the economy;
- The report sections focus on: Chinese women’s demographics; women and the family; women in society; women in the workforce; women as goods and services consumers; women as leisure consumers.
- Includes key demographic and market data on sectors with direct relevance to women, with data up to 2006;
- Analysis of various demographics within China’s female population, and how different income groups have different aspirations and spending levels;
- An examination of women’s changing place in Chinese society, their influence on and in the media, whether traditional Chinese values are really changing or not, and how far Chinese women are pushing the boundaries of traditional taboos and conservative preconceptions;
- Analysis of changing relationships between women, men, families and society, and how new economic opportunities are changing women’s place in these relationships, and what that means for changes in consumer spending habits;
- Coverage of how there remain inequalities in terms of job opportunities, salaries, prejudices in the Chinese media and society, inequalities in familial roles, and how even more entrenched these traditional ways are in the countryside;
- Health issues, including rising levels of obesity and generally bigger physiques are changing how people have to market to Chinese women;
Women’s leisure time and involvement in sport (or lack of it), their growing interest in gyms and social exercise and what new opportunities this is creating;
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