30+女性如何重构中国消费市场？

Core Insights - The article highlights the transformative power of women aged 30 and above in reshaping the Chinese consumer market, moving from a one-way brand communication to a more interactive dialogue with consumers [1][2] - This demographic is characterized by diverse identities and a core trait of being "undefined and unafraid of age," indicating significant commercial opportunities [2][4] Group 1: Consumption Trends - Three core consumption trends for women aged 30+ have been identified: body control, self-healing, and aesthetic diversity [2] - The trend of body control is evident as 90% of surveyed women maintain regular exercise habits, viewing it as a means to actively structure their lives rather than just a physical activity [3][6] - The self-healing trend shows a significant increase in spending on body care products, with a 10% year-on-year growth in the body care category on the Taotian platform, indicating a shift towards emotional value in purchasing decisions [7][10] - Aesthetic diversity is reflected in the preference for high-quality, personalized products, with many women rejecting conformity and emphasizing their unique styles [8][10] Group 2: Brand Strategies - Brands are increasingly focusing on co-creation with consumers, as demonstrated in a closed-door salon where brand executives engaged directly with women consumers to gather insights for new product development [11][12] - Successful brands are those that deeply understand consumer needs and create products that resonate with their emotional and functional requirements, as seen with MAIA ACTIVE and Yujian [6][7] - The article emphasizes the importance of shifting from a product-centric approach to a user-centered strategy, which is crucial for brands to thrive in a competitive market [17] Group 3: Market Opportunities - The demand for high-efficiency anti-aging products is rising among women aged 30+, with brands like Estée Lauder successfully launching products that meet these specific needs [10] - The health and wellness sector is also experiencing a trend towards high-end, scientifically-backed products, with brands like SwissePLUS seeing significant sales growth by targeting the specific needs of career-oriented women [10][13] - The article suggests that there is a blue ocean market for products that cater to the dual pressures of work and family life, particularly in categories that promote relaxation and health [12][17]