In China, female consumers have become a force in their own right, especially in urban areas. Spurred by rising incomes and a desire to pursue their personal interests, women are now actively spending their money on everything from beauty products to fashion and travel. Labeled the ‘she economy’ in Chinese business circles, this women-led economy is creating unique services that place an emphasis on the female perspective.
A space for women
A hair salon with a unique business philosophy has been catching on in China. Jiao Ting opened her salon in Changsha, Hunan Province in 2022 with the goal of creating a space where women would feel at ease. As such, she decided to employ an all-female staff.
Shortly after the salon opened, word spread on social media about this arrangement. As a result, the number of customers soared by 30 percent, with some patrons crediting this environment for making them feel more relaxed. The salon is now fully booked every day.
“It’s a small step forward but we’re making a profit,” Jiao says. “We have built the business steadily and I never thought we’d come this far.”
Staff members also say it’s easier working in an all-female setting. One employee says she feels comfortable telling her co-workers when she doesn’t feel well because she is menstruating.
“When in mixed company, we can’t say we feel sick because of our period,” she notes.
Spurred by the salon’s success, Jiao says she plans to open two more salons staffed solely by women. She adds that opening businesses targeting women is a worthy pursuit.
Driving change in the tourism industry
The city of Lijiang in Yunnan Province attracts millions of tourists drawn to its historical district, which has been designated a World Heritage Site.
What especially stands out in the city is all the female visitors. According to a major Chinese travel booking site, the number of females traveling on their own is on the rise.
Lu Chen opened a women-only guesthouse last year. The facility caters to women in a variety of ways. It offers amenities and beauty products that are tailored to female travelers. Even the shower heads have been placed lower and are easier to reach.
In addition, staff check for hidden cameras to safeguard against voyeurism. The guesthouse goes out of its way to make sure visitors can enjoy a relaxing stay.
Lu says it is important for businesses to adapt to suit the needs of women.
“Many women are choosing to make their own decisions in life. As the women’s market grows, the future for women will become brighter,” she adds.
A growing force
The female-driven market has the potential to propel the Chinese economy forward. According to a major consulting firm, there are some 400 million Chinese women between the ages of 20 and 60. The ‘she economy’ is said to be worth 1.3 trillion dollars.
The income gap between women and men has narrowed from five years ago as women’s education standards have improved, particularly those in urban areas. Their participation in society has advanced as well. Women in China are becoming more financially independent.
The urban-rural gap
As women adopt a changing mindset in China’s urban areas, the situation is different for those in the country’s rural areas.
One woman in her 30s who lives in an inland farming village says, “It will take time to change the view that sons inherit family wealth and daughters should seek husbands. Women in the countryside are in a weaker position compared to men.”
The World Economic Forum’s gender gap report ranked China number 106 out of 146 countries.
Striking ingrained biases
Still, public sentiment about women is changing slowly. Chinese people are growing more sensitive to businesses that strike a decidedly more old-school tone.
A major Chinese detergent maker published an advertisement for Mother’s Day that read, “Let’s make the laundry easier and more relaxing for your mom.”
It came under heavy criticism online. One comment read, “Can’t you wash it yourself? Is it really that hard to put something in the washer?” Another read, “Housework isn’t just for mothers, but the whole family.”
Company officials eventually withdrew the advertisement and tried to offer an explanation.
Kohama Masako, a professor at Nihon University who is well-versed in China’s gender history, points out that the lives of women in the country have changed on a scale that cannot be reversed.
She says the sentiments of young Chinese women have changed and books introducing Japanese feminism have also become popular in the past few years.
Kohama notes, “Behind this is an increase in the number of women who try to pursue their own way of life without being obsessed with getting married or having children.”