Women in China 2007: Women As Consumers & Lifestyle Trends

Access Asia
December 14, 2007
277 Pages - SKU: ACS1636221
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Countries covered: China

China’s recent history has seen huge changes in the rights, lifestyles and fortunes of its women. Mao Zedong described women as “Holding up half the sky” in his 'little red book', acknowledging the global contribution of women, and realising that the economy and society of China relied upon its women being fully integrated in all aspects of society. Women have seen their lot improve a great deal since the Communist government came to power in China, and have seen dramatic changes in their lifestyles and aspirations since the opening up of the economy. Women have indeed become an integral part of the Chinese economy, manning the factories that churn out the huge volume of exports that China has grown increasingly wealthy one.

However, inequalities remain for women. Rural women continue to live in situations of poverty, where healthcare and education are sporadic, at best, and where patriarchal tradition still stands in the way of many women breaking out of such poverty. The wide diversity in Chinese society, and in the lifestyles of its women, is marked by that between the rural poor (living in near Mediaeval conditions) and the urban rich, who count themselves as citizens of a technology-linked global village.

So vast and rapid has change been in China, since it opened up its economy, that while the young now take all the comforts and luxuries they have for granted, the older generations remember the hardships and deprivations of failed political movements, and have to cope with their homes, neighbourhoods and cities having been demolished and rebuilt from scratch - leaving them with little that is familiar from their youth.

The stark changes in economy, lifestyle and politics, as well as the stark gulf between rich and poor, are all creating new priorities and aspirations among China’s women. This has a direct effect on what they buy, and why. Saving rates are high, as women (who tend to hold the household purse strings) plan for future healthcare or education needs, or build deposits on a new apartment or car. Health scares breed fear of faulty goods and poisoned foods, and create wary consumers, who lay the burden of proof on the manufacturers, and the brands.

But, as well as reacting to the changes, women are creating many of them. With their spending habits, health concerns, access to legal representation amid new civilian rights consumer protection laws and rise up the corporate and political ladders, much of what China will become in the future, is now being shaped by its women. This is why understanding Chinese women as consumers is fundamental for anyone actively marketing in China.


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