China’s consumer market is shifting fast—and three recent trends make it clear who’s driving the change.
First, short-form dramas. According to the 2024 China Short-Form Drama Industry Report, the market has grown to 50.5 billion RMB (about 6.95 billion USD), surpassing the country’s annual box office.
Second, Xiaomi launched its first SUV, the YU7, priced at 253,500 RMB (about 34,900 USD). Within just three minutes, over two hundred thousand units were preordered.
Third, Labubu toys have gone viral, with resale prices topping 10,000 RMB (about 1,380 USD) and still climbing.
The center of all three is female consumers. The so-called “sheconomy” isn’t just a buzzword, but becoming a dominant force reshaping how and what China buys.
Win Her, Win the Market
Brands that tap into women’s emotional needs and buying behavior are reaping the rewards. Pop Mart reports that 75% of its customer base is female. Its blind boxes—built around themes like “cute,” “surprise,” and “collectibility”—have triggered waves of repeat purchases.
Xiaomi’s CEO Lei Jun summed it up best: “Men might do the research, but it’s usually the woman who decides. If she’s not on board, the car doesn’t get bought.” The surge in short-form dramas on platforms like Douyin is also powered by female viewers. Genres like “revenge romance” and “sweet romance” dominate the charts, offering emotional release and comfort.
women are now the most influential consumer group in China’s evolving economy
These trends signal a deeper shift together: women are now the most influential consumer group in China’s evolving economy.
Sheconomy = Power
This isn’t just about women buying more—it’s about women shaping what gets bought and how brands operate.
According to 58.com’s 2024 Women & Homeownership Survey, the share of women leading homebuying decisions jumped from 65.2% in 2018 to 85.7% in 2024. They focus on layout, safety, comfort, and a sense of home—not just ROI. Kantar Worldpanel also found that women aged 18–45 drive 71% of Fast-Moving Consumer Goods (FMCG) spending, 68% of beauty purchases, and 63% of education-related consumption.
Women are no longer passive shoppers—they’re calling the shots
Women are no longer passive shoppers—they’re calling the shots. Brands that want to win need to understand how women live, what they care about, and how they make decisions.
Sell the Feeling, Not Just the Function
Features aren’t enough anymore. Women want more than utility. They’ll happily spend on “cute” (Labubu), ritual (flowers, home fragrances), or emotional comfort (short-form dramas).
So the bestsellers all share a woman-first aesthetic and emotional resonance. Xiaomi’s SUV launch, for example, highlighted a “comfortable ride for women” and a “rear-seat vanity mirror.”
Winning today means shifting from selling features to sparking feelings
Winning today means shifting from selling features to sparking feelings—from offering products to inspiring dreams. In a world of lookalike functions, how something makes her feel is what makes it worth buying.
She’s Setting the Rules
Women have grown into the key decision-makers and aesthetic leaders of the entire consumer ecosystem. That’s why more brands and media are moving away from the “male gaze” and embracing themes like self-worth and living on one’s own terms.
In a crowded, hyper-competitive market, whoever earns her attention—and keeps it—wins
The real question now is: if women hold the buying power, are brands still stuck using old rules? Sheconomy is the foundation of the next consumer era. In a crowded, hyper-competitive market, whoever earns her attention—and keeps it—wins.