【女性研报】2019洞悉未来消费者：2030年中国女性报告（英文）-WM-201909_市场营销策划.docxVIP

72SUMMARY 72 SUMMARY 59 60 64 68 PLAY IN 2030 STATUS LEISURE TIME CONSUMPTION 49 50 54 WORK IN 2030 WORK SUCCESS CAREER PATHS 27 28 32 36 40 44 IDENTITY IN 2030 SELF IDENTITY FRIENDSHIP LOVE FAMILY BEAUTY 02 06 10 INTRODUCTION EXECUTIVE SUMMARY HOW IS THEIR WORLD CHANGING CONTENTS INTRODUCTION  As China grows into the world’s Number 1 economy, China’s women are on a surge. Millennial girls (born in the 80’s and 90’s) grew up during the boom years of double-digit growth in China as only children doted on by parents and grandparents. They laid the ground for a new model of femininity with their independent, confident-striving and outspoken style. Girls are outperforming boys in school, accounting for more than half of all undergraduates in China in 2015. This number might be even higher were it not for the affirmative practices implemented by many universities to let more boys in*1. They are major players in the economy: In 2017, 61.5% of women participated in China’s labor force, contributing some 41% to China’s GDP, a higher percentage than in most other regions, including North America*2. Government data shows that women set up 55% of new internet companies in China and more than a quarter of all entrepreneurs are women*3. On the consumption side, they buy millions of articles on Taobao, China’s leading e-commerce platform, and turned Alibaba’s Singles’ Day into the world’s most valuable day for retailers. Jack Ma, founder of Alibaba, speaking at the 2017 Global Conference on Women and Entrepreneurship, called women the secret sauce of Alibaba’s success, adding that he wished to become a woman in his next life*4. Over the last 30 years, a soaring economy and changes to the laws regarding education and employment have meant big changes to women’s rights and status in China. But where are Chinese women going next? Given their importance in the economy as both leaders and consumers, brands need to be able to anticipate the trends that will influence women. This stud