“Her Economy”: Five Trends in the Background of New Consumption Upgrade

According to the 2017 China Woman’s Consumption Survey, more than half of women believe that their income levels are comparable or similar to their spouses, and nearly half of women’s personal consumption accounts for more than one-third of household income. The change of “Women’s Day” to “Goddess Day” and “Queen’s Day” originated from the university campus and became a marketing tool for businesses to cater to women, especially young women – almost all businesses have abandoned the word “women” in marketing copywriting, which is replaced by “Queen” and “Goddess”. The above interesting changes are also the performance of domestic women’s economic status and consumption levels.

In this context, female consumption has spawned a new term “her economy”, which refers to the unique economic circle and economic phenomenon formed around women’s financial management and consumption. According to PR Newswire’s data on nearly 20,000 corporate news articles published by Chinese companies in the past year, in 2019, the “her economy” market will face new consumption upgrades, and female consumers are pursuing higher quality products and services, while stimulating companies with “her economy” as the main market to continuously innovate products and marketing concepts. In view of the considerable potential of China’s female economic market, it has become a top priority for businesses to understand and grasp the female consumer preferences and trends under the tide of “her economy”.

1. Behind the “actively single” is the enthusiasm of Chinese women’s economic independence. “Her economy” is growing rapidly.

According to the “China Women’s Development Program (2011-2020)” published by the National Bureau of Statistics, the proportion of female employed persons in the whole society in 2016 was 43.1%, exceeding the target of 40%. According to the 2017 China Women’s Consumption Survey Report, 52.4% of women believe that income levels are comparable/similar to their spouses; financial independence and income growth have gradually released female consumer demand, and nearly half of women’s personal consumption accounts for more than 1/3 of household income. According to the “Airbnb China Women’s Community in China” report, in 2018, Chinese female landlords accounted for more than half of the total number of landlords. The data released by Airbnb in early March also proves the economic status of women from the side.

The result of women’s economic independence is the rapid growth of “Her economy”. Jingdong Data Research Institute’s “Female Consumer Report – 2017 Jingdong Women’s Book” pointed out that from 2014 to 2016, the number of female users who placed orders in Jingdong on the “double 11” day increased more than four times, and the consumption increased nearly 5 times. The “Double 11” report published by the E-Commerce Research Center showed that female consumers contributed nearly 70% of the total online retail sales of nearly 254 billion yuan that day. According to estimates by Guotai Junan and other securities companies, it is expected that by 2019 this year, the overall market size of “her economy” is expected to reach 4.5 trillion yuan. In the eyes of the industry, the strong female consumer demand market has become the “wind in the mouth” of the continuous growth of the consumer industry, and female consumers have also become the main force to promote the continued growth of the future economy.

2. As “Appearance value economy” blowout, beauty makeup and medical beauty market continues to be sought after.

Coco Chanel once said, “A woman who does not spray perfume has no future.” The word may represent the direction of “Her economy” growth. Beauty is the nature of women.

In the field of beauty makeup, consulting firm and accounting firm previously released a report showing that the global beauty makeup industry sales in 2017 had reached 412 billion euros, and the compound annual growth rate from 2012 to 2017 is 3.9%. The agency predicted that the global beauty makeup industry would grow further in the future, with a compound annual growth rate of 5%, and annual sales would exceed 500 billion euros by 2021. Among them, skin care products accounted for about 27% of the total sales of the global beauty makeup industry, amounting to 111.24 billion euros, and makeup products of 57.68 billion euros.

In addition, China has developed into the largest market for masks in the world. In 2017, China’s mask market has successfully up to 20 billion Yuan sales, accounting for 47% of the global mask market. According to the China Industrial Research Institute, the mask market in China will be growing rapidly in the next few years and it is estimated that the Chinese facial mask retail market will exceed 30 billion Yuan in 2022.

In addition to beauty makeup, “Appearance value economy” has also made medical beauty gradually popularized. The data from ISAPS (International Society of Aesthetic Plastic Surgery) confirms that China has become the third largest medical beauty country in the world, after the United States and Brazil.

3.Women are more willing to meet their “exquisite life”.

With the continuous improvement of the economic level, modern women are gaining recognition for their personal values by pursuing a more qualitative life. From the past family consumption to upgrade to personalization, to pursuit fashion, exquisite, healthy life, comprehensive intelligence and so on. The consumption structure of the multiple demand trends together is a feature of “Her economy.” The research report of Essence Securities shows that the pursuit of value and quality has gradually become the main theme of women’s consumption in the new era. Therefore, in order to meet the change of the female consumers’ psychology and consumption habits, businesses have begun to pay more attention to the brand value and story meaning behind the goods.

4. Female groups have become important participants and promoters of tourism, and the hotel industry is deeply concerned about female preferences.

The booming “Her economy” has also increased the number of women’s travels and expenses per year. The data shows that the average annual travel frequency of female users has increased from 3.4 times in 2015 to 5.7 times in 2017, and the average annual travel cost has increased from 2,424 yuan in 2015 to 4,680 yuan in 2017.

The latest statistics from the Mama Travel Network also show that the proportion of women in the tourist user portrait is 58.6%, and the total number of female users in the 18-34 age group accounts for more than 60%. In addition, orders for two or more people accounted for 74.4% of the total, and short-distance tourism orders for 1-3 days accounted for 60.29%. It can be seen that the female group is becoming an important participant in tourism, and the accompanying and short-distance travel is increasingly sought after.

“Airbnb China Women’s Community in China” report released in March this year also pointed out that female travelers also play a decisive role in travel. More than half of travel bookings are dominated by women, especially for outbound travel bookings, which are mainly done by women.

Among them, from the perspective of travel destinations, the top ten domestic travel destinations for female travellers include Shanghai, Chengdu, Chongqing, Beijing, Guangzhou, Hangzhou, Nanjing, Xi’an, Xiamen, Suzhou. The top ten favorite overseas and Hong Kong, Macao and Taiwan cities that female travellers most like include Osaka, Hong Kong, Tokyo, Bangkok, Taipei, Kyoto, Seoul, Chiang Mai, Phuket, Kuala Lumpur.

In short, whether it is to meet the material needs of female consumers, or to meet the spiritual needs, in the face of “Her economy”, businesses in various industries have been changing according to changes in the market, from the perspective of women, to deeply segment the market, to enrich the female consumer market, to study and develop new products, to provide more personalized and humanized goods and services, and continuously to enhance the market experience of “Her economy”. The reason is that the prospect of “Her economy” is extremely attractive – the Economist Intelligence Unit EIU released the Asian Women Online Shopping Research Report in 2014, which mentioned that there are 41% of Asian women, who will also buy something for their family when they found themselves buying too much, due to guilt. In mainland China, the proportion of women who buy something for their husbands, children and parents owing to guilt is 67%. Even the sense of lingering can be a driving force of consumption It shows the huge potential of the female consumer market. It is no wonder that Ma Yun said: “Women will become the real consumer dominaters in the future, now it is just beginning.”

Source from SeptrainbowShop – Custom Personalized Umbrellas Online, Wholesale Umbrellas

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Chinese Traditional Crafts – Oil Paper Umbrella

oil paper umbrella

Oil-paper umbrella is one of the traditional handicrafts in China. It is a kind of paper or cloth umbrella originating from China. It is also spread to all parts of Asia such as North Korea, Vietnam, Thailand, Japan, etc., and developed oil-paper umbrellas with their local characteristics. In addition to it’s the daily necessities as umbrella, the oil paper umbrella is also an indispensable item for wedding etiquette. In traditional Chinese weddings, When the bride walks out of the sedan, the matchmaker will cover the bride with a red oil paper umbrella to keep away evil spirits. At the traditional Japanese wedding, oil-paper umbrellas are also used in the ancient wedding in Ryukyu.

In religious celebrations, it is often seen that the oil-paper umbrella is used as a shelter on the sedan. It is the meaning of perfection, as a symbol of people sheltering the sun and rain and keep away evil spirits. At present, most of the umbrellas used in daily life are Brolly, and oil-paper umbrellas are mostly sold to tourists as works of art.

Among them, Jiangnan classical production process is the representative of oil paper umbrella. Fenshui oil-paper umbrella factory is the only remaining Craft paper umbrella factory in China that maintains tung oil and stone-printing traditional craftsmanship. The traditional production technique of Fenshui oil-paper umbrella factory is praised by experts as “the living fossil of Chinese folk umbrella art”, and it is also the only one “National intangible cultural heritage” in the oil-paper umbrella industry.

Origin
Chinese making umbrellas have a long history, and the earliest umbrella was invented by Lu Ban’s wife, Yun. The oil paper umbrella is a traditional daily umbrella for the Chinese nation. It has been used for more than 1,000 years. Umbrella frame is made by hand-cut bamboo strips, and canopy is a lint paper coated with natural waterproof tung oil. The oil paper umbrella is one of the earliest umbrella in the world. It is made by hand and all materials are natural. It is the crystallization of the wisdom of the ancient Chinese. Oil paper umbrellas were spread to Japan and North Korea in the Tang Dynasty, and oil paper umbrellas were called “Tang Umbrellas” in the early days of Japan.

Production process
The process of making traditional oil-paper umbrellas is very cumbersome and relies entirely on manual work. There are folk sayings: process 72.5 steps.

The approximate steps are as follows:
1. Pick the finest bamboo
2. Make frame:  cut the ribs, and carry out the necessary technical treatments such as water immersion, drying, Then drill, splicing the frame, threading, installing the shaft and the handle.
3. Canop:  stick the cutted paper to the frame, trim, modular shape, solarization.
4. Painting:  painting all kinds of art patterns on the canopy, then drying.
5. Oiling:  Finally, the cooked tung oil is brushed on the canopy. After canopy completely dry, then oil paper umbrella can be used.

All procedures are manual from bamboo cutting to drawing patterns, no machine. The use of materials is also keep in the traditional mode, in order to maintain the charm of its ancient method; and refusing industrialization.

The beauty and elegant of oil paper umbrella, other umbrella products are never comparable with it.

Golf Umbrella Revolutionary Innovation – Latest Version Telescopic Golf Umbrella

Telescopic golf umbrella

Umbrella is the most commonly used consumer product in everyday life. I believe that everyone has at least one or more pieces umbrellas. For personalized consumers, umbrellas should not be used only to keep up the rain; So personalized umbrellas are pursued by many peoples. For example, custom and printed their own designs on umbrellas; There are many types of umbrellas, such as golf umbrella, folding umbrella, reverse umbrella, transparent umbrella, windproof umbrella and so on. Among them, golf umbrella and folding umbrella are the most common.

The most common golf umbrella has auto golf umbrella and manual golf umbrella. The biggest feature is that they are the straight pole and have larger umbrella canopy. The rainproof effect is better when the rain is heavy, but since the umbrella canopy is too big, when it encounters strong wind umbrella can’t always be held steady; For this drawback, umbrella manufacturers have developed the humanized design of windproof golf umbrella to solve this problem. They have made improvements for canopy: using double layer canopy, the wind can pass through the gap between the double layer umbrella canopy; Meanwhile, the canopy keep in waterproof feature.

Structure of golf umbrella and main materials
Size: The smallest size of golf umbrella is arc 46’’, the largest is arc 65’’

Umbrella material:  polyester, pongee, nylon; Besides, fabric also can add UV coating to achieve sun protection.

Umbrella frame:  metal and fiberglass; fiberglass rib is higher toughness than metal

Handle:  Straight handle, curved handle

Opening way:  Manual open, automatic open, auto open and auto close

Printing:  silk screen, thermal transfer or digital printing; Digital printing has the better printing effect, but the price is also the highest.

Umbrella shaped:  Usually, most of the umbrellas are round shaped, and some of them are difference in shape, such as heart-shaped and rectangular and so on.

New Version Golf Umbrella
Today, Mainly introduced a new version golf umbrella – telescopic golf umbrella, which is the largest revolutionary innovation in the umbrella industry in 2018. We knew that golf umbrella is straight pole, and larger the size, the length of the golf umbrella will be longer. For example, the length of largest size of golf umbrella is about 120cm. It is too inconvenient to carry since it is too long. Telescopic golf umbrella with retractable rib technology; The ribs can be telescoped automatic when closed, the closed length is only 82CM, which is much shorter than the same size ordinary golf umbrella, easier to carry. Double layer fabric & windproof design with auto open, With the humanization handle design makes the user comfortable.

The latest telescopic golf umbrellas come in two umbrella shapes, one is round and another is rectangular; they are all equipped with the latest telescopic technology and windproof design.

Among them, the rectangular shape of the golf umbrella, and the unique shape design, may easily accommodate two people; At the same time, it is also a practical backpack umbrella, when you adjust an angle, it will becomes a rain-proof backpack umbrella, keeping the rain away from your backpack ! The double-layered umbrella canopy can be freely matched with different colors and printing designs, making the umbrella looks more personalized and beautiful.

About Personalized Customization

Personalization refers to the users involvement in the design process of the product, print the specified patterns, designs or text onto the specified product, and the user obtains a customized product with a strong personal attribute or a product or service that matches his or her personalized needs.

Follows the pace of fashion the result is often abandoned by fashion. With the continuous development of luxury goods in the world, more and more luxury goods can be produced in large quantities in factories, and luxury goods are no longer synonymous with noble, rich and luxurious. Of course, brands will not be shackled, and they have already extended their affect to personalization on the fashion front. Diversify the custom style and make it a fashion and a trend. Customization has become the latest definition of luxury.

Windproof Two Person Couple Umbrella

With the progress of the times, the network has grown into the people’s work and life. For the average consumer, luxury goods are no longer a dream, because they can customize the personalized products they like on network, even if it is just a normal consumer goods, such as umbrellas, gifts, shoes, clothing and so on; And cheap price, stylish and durable. This is the charm of personalized customization !

Customization is the improvement of corporate brand quality and culture, and it is also the richer and more reliable connotation of the enterprise in the process of building the brand culture system. For consumers, customizing any products are a very enjoyable life experience, not to show off wealth, not to be a status symbol. In this world, everyone has their own fashion passwords, and standardized and large-scale products can never be able to express themselves perfectly, and the “Customization” trend has emerged.

Simply put, Personalization customization is that provide a unique product or service based on the specific needs of customers.

Personalized Reverse Folding Umbrella

Fashion “Exclusive”
“Customization” has become a simple and fashionable lifestyle. Consumers purchased luxury goods is not only a demand for product functions, but also a focus on self-emotion. It can be said that customization itself is also an expression of the lifestyle of a particular consumer group.

“Showing The Self” is not a simple slogan. Putting it into practice is the best choice for fashionistas. To be the most unique and enjoy the “exclusive” service is exactly what many consumers dream of. The process of Consumers customize make their personality stand out.

The Concept of Personalized Customization
Each brand has the different understanding for personalized customization concept, such as Septrainbow®, a umbrella manufacturer and personalized umbrella online provider : an desire to ask the innovations, an dream to chase personality, a style of understanding fashion, a way of feeling life.

Personalized Umbrella Customization
Umbrella is a part of the customization industrys, but more and more popular with consumers in personality, especially is female consumers; Umbrella customization has become a popular fashion lifestyle; Most traditional umbrella sellers or factories have minimum order quantity, But the number of personalized customization is often small, or even only one, So these traditional suppliers will be difficult to meet the individual needs of consumers. However, Septrainabow Corp – A trailblazer in personalized umbrella innovations, they can meet these customer’s requirements. One day, some chasing personalized consumers find them. These consumers want some favorite DIY personalized umbrellas, to have their life details on the umbrella , to make their own creative works on the umbrella, to have a commemorative photo on the umbrella, like the childhood memory, and so on. It’s Fantastic idea! Their personalized umbrellas include:  Personalized reverse umbrella, Personalized reverse folding umbrella, Couple umbrella and Rainproof backpack umbrella and Fan umbrellas etc, and also provide online personalized customization service.

Rainproof Backpack Umbrella

In addition to umbrellas, there are many products that can be customized, such as clothing, gifts, backpacks, etc. In short, Personalized customization is fashion trend of the times.

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