Karol Lee China's famous fashion industry economic research expert, President of Guangdong fashion industry economy research institute, President of Bi LAN International Investment Consulting Co., Ltd.

The consumer market dominated by women has far exceeded the "half sky". For example, women's clothing occupies more floors than shopping malls in men's shopping malls, and the proportion of women shopping through the Internet is also far higher than that of men. Apart from women's clothing, underwear, accessories, cosmetics, household products and maternal and infant products, women are also affecting the traditional male dominated consumption areas, including men's clothing, cars and electronic products.

This is her economy, also known as Female economy 。 For enterprises, in-depth study and recognition of the changes in consumption brought about by her economy is an important task for transformation and upgrading.

Women's consumption demand is more changeable, and low price and luxury coexist, and interaction between perception and reason. Women show no complexity in the consumption field. The difference between different consumer groups is very great. Girl Dress Ladies' clothing or mature women's clothing can not accurately show their consumption characteristics, even if the same consumer group, its purchase behavior may also appear polarization. On the one hand, we can not hesitate to spend a lot of money on a luxury bag. On the other hand, we may be excited to buy a discount skirt with a net worth of $10 billion online.

Compared with men, women's consumption psychology may be more emotional, even impulse consumption. Price is still an important factor affecting sales, but its role is decreasing. It is no longer a decisive factor. This situation is particularly evident in the high-end field. High price and no discount will become an important means to maintain brand image and trust, and help to form a stable and consistent consumption expectation. Over the years, the growth and success of women's clothing in Shenzhen has, to a certain degree, been consistent with the persistence and perseverance on the basis of changing demand. It has properly guided rational consumption. Such brands as Mass Phil, geilis and Ji Xiang Zai are all high-end lines, high prices, excellent quality and good shopping experience, which can maintain stability and sustainability in the aspects of style evolution, price management, shopping experience and cultural connotations. Therefore, they have made good progress in the competition with international luxury goods and fast fashion.

The market is more subdivided, and the demand for refinement and specialization is even higher. Women's changeable consumption demand and huge consumption potential promote further segmentation of the market. It is difficult to accurately describe different market segments with specific words, and there are differences between these segments. No brand or enterprise can cover all the market segments. Therefore, for enterprises, the deeper implication of the prosperity of her economy is that extensive management can no longer meet the needs of the market, and must enter the market segments more accurately and accurately. It aims at providing more personalized, humanized and differentiated products and services for different target consumers. The fine management requirements are even higher. For the high-end and high value-added brands, the grinding and optimization of the details requires not only the large capital investment, but also the long time accumulation.

Women's purchasing power is amazing, and women not only buy, but also sell. If they buy good things or get good service, they will compete for oral consumption, and they will spend their time with friends, so women are very important marketing objects.

She, he, TA in her economy. It is emphasized that "her economy" does not mean to belittle "consumption" and "TA" products. In fact, the rise of her economy is positively affecting male consumption, which greatly promotes the extension and integration of brands, and the trend of Mashup is increasing. Cross-border business and cooperation are more frequent. "Big consumption and universal fashion" has become a new trend of development.

On the one hand, the traditional boundaries between men and women in brand clothing are breaking down. Some women's clothing brands are beginning to push men's clothing, and some men's wear brands are also beginning to develop women's clothing. In retail stores, men and women often dress up for sale, which is more and more purposeful and directing, which is to promote related sales. On the other hand, from the perspective of the growth of international brands, cross boundary cooperation between men and women is also inevitable in the growth process. PRADA Armani, or RalphLauren, MaxMara, CK, have already jumped out of the pattern of women's clothing or men's clothing, and even entered jewelry, watches, hotels and other related industries.

For China's local fashion brands, the proper extension, cross-border and integration is not just a matter of doing nothing, but just a reflection of professionality and professionality. The exception of women's clothing brands has opened a two thousand square meter Bookstore called "Fang Shu" in downtown Guangzhou. It is probably not just books, but also aesthetics, taste and ideals. The value brought by this bookstore can not be simply measured by business income, but also has a positive effect on the cultivation of brand culture and the loyalty of customers. It also helps to promote the formation of brand values.