Since 2021, from the joint issuance of documents by thirteen departments to support female scientific and technological talents to carry out scientific and technological innovation, to Wang Yaping taking the first step in China's female spacewalk, to female athletes adding color to the medal table... More and more voices are calling on society to pay attention to the value of women.
According to recruitment survey data, 66% of women who have had children have been full-time mothers and have been or are spending time with their children around the clock. 61.2% of women were asked about marriage and childbearing in job searching, up from 55.8% in the previous year and much higher than the 32.3% of men. In addition, 38.3% of women said that marriage and childbearing affected their career prospects, much higher than 17.9% of men. The data shows that 11.9% of women have poor salary increases due to gender promotion, higher than 10.3% of men. This means that compared with men in the workplace, marriage and childbearing and gender issues bring more trouble to women's career development.
In addition to the impact of childbirth on working life, most women, out of their sense of responsibility, actually prefer to achieve a balance between career and family. The data shows that 59.2% of women want to take care of their careers and families, and 21.9% of women want to be the "big heroine" in their careers. It can be seen that more women in the workplace hope that the career and family will have a double harvest.
Yang Jianyun believes that based on such a background of women's employment, the new mobile e-commerce can help more women achieve independence, encourage more women to grow and transform, release value, and achieve a win-win situation between the platform and users.
Mobile e-commerce and social e-commerce new retail should pay attention to the rise of "her economy"
With the continuous growth of the per capita income level of the mainland, the consumption structure is rapidly upgrading, and the proportion of consumption such as clothing accessories, education and entertainment, and medical care services has shown a rapid upward trend. At the same time, the mainland's 25- to 45-year-old fashionable female population has reached 290 million people, with the increase in women's economic income and the improvement of social and family status, nearly 75% of household consumption decisions are dominated by women. Women have begun to become the dominant force in consumption in the new era, and the trillion-dollar "she economy" has been born.
"She Economy", also known as women's economics, covers many sub-sectors such as life services, women's clothing, underwear, jewelry, cosmetics, medical beauty and so on. In the economy and society, women's continuous independence and independent consumption ability is gradually flourishing, and women are playing an increasingly important role in social and economic development, forming a unique economic phenomenon and economic market around women's consumption, financial management, entrepreneurship and so on.
Now, due to the rising status of women, the unique economic circle and economic phenomenon formed around women's entrepreneurship and consumption are collectively referred to as "her economy". Modern women have more job opportunities, more entrepreneurial opportunities and more income, so they love to go on a shopping spree and have gradually become an important group of consumers.
Therefore, Yang Jianyun believes that in the stage of the gradual rise of the "she economy", enterprises transform mobile e-commerce, and when designing business models, they must not ignore the important position of female user groups in the field of e-commerce consumption. Also because of the portability of mobile phones, many female users prefer to directly shop and consume on the mobile terminal through APP, mini programs, etc., so the female group is the target user group that mobile e-commerce should focus on.
The Internet attributes of mobile e-commerce platforms can successfully realize the needs of working anytime and anywhere, and only need to take out mobile phones to carry out online operations, complete the management of stores, customer communication, and better allow shopkeepers to take care of their families.
Yang Jianyun proposed that in the process of building business models, enterprises should fully consider this important group of people, create a good entrepreneurial experience for those who dare to work hard and have a strong heart, give full play to their potential, tap "her strength", and attach importance to "her economy" to help them gradually expand and reconstruct their social circles and rediscover their self-worth outside the family.
When "she economy" gradually matures, no longer simply selling products, but trying to empathize with female groups, design and elaborate products from a female perspective, this elaboration should be positive.
At present, most women in the "her economy" is pursuing "independence, beauty and freedom", we should wish that every girl or woman can wear their favorite "floral skirt" to show their beauty.
The vigorous development of the "she economy" has further enhanced the social status of women and narrowed the gap between the social status of men and women, but how to find the unique outlet of their own "her economy" at a time when the difference between men and women is gradually narrowing is a problem that every enterprise should think about.
Just as a large category of female consumption, such as the maternal and infant industry, in addition to milk powder, diapers and other infant daily use, then as an "independent woman" and "mother" dual identity, what does she need the most? Perhaps the most urgent need is to win them more "respect" when they are both "independent women" and "mothers". Therefore, an entrepreneurial platform and entrepreneurial project suitable for them can make money at home, which is a very urgent need.
For the "her consciousness" has just awakened, "her economic" future still has a long way to go, just like the current life path of every "independent woman". However, we want to bless "her" and the future will surely go brightly.