女性消费力洞察报告2024

Industry Investment Rating - The report focuses on the female consumer market, particularly the "New Three Generations" of female consumers, which include "Post-Z Generation Girls," "Millennial Moms," and "Elegant Seniors" [2][27] Core Viewpoints - The report shifts from a "stock" perspective to an "incremental" perspective, exploring how generational changes in social roles among female consumers may lead to new consumption behaviors and their impact on China's retail market [2] - The "New Three Generations" concept is introduced, focusing on the consumption behaviors of "Post-Z Generation Girls," "Millennial Moms," and "Elegant Seniors," who are influenced by their changing social roles [27][28] - The report highlights the importance of generational shifts in shaping consumption trends, with a focus on how these shifts impact both online and offline retail markets [2][27] Summary by Relevant Sections Generational Research from a Consumption Perspective - The report introduces four models: generational mobility, generational replacement, generational information transmission, and generational evolution of family structure, to analyze the "generational phenomenon" in Chinese society [25] - Consumption behaviors exhibit "generational mobility," with differences between generations (inter-generational differences) being stronger than within generations (intra-generational differences), though the latter has been increasing in recent years [25] - As consumers age, they take on new social and family roles, leading to new consumption behaviors that reflect both generational and era-specific characteristics [25] - Chinese family structures have evolved from an "inverted triangle" to a "dumbbell shape," significantly influencing consumption behaviors and spending willingness [25] - Generational information transmission occurs through three directions: peer-to-peer, elder-to-younger, and younger-to-elder, which are key factors in changing consumption behaviors [25] The "New Three Generations" - New Forces in Female Consumption - The "New Three Generations" include "Post-Z Generation Girls," "Millennial Moms," and "Elegant Seniors," each representing a new generation, new role, and new concept in female consumption [27][28] - "Post-Z Generation Girls" are characterized by their individuality and confidence, with a strong focus on personal expression and cultural confidence [29] - "Millennial Moms" are driven by developmental consumption, emphasizing self-improvement and family development, with a strong focus on education and personal growth [30] - "Elegant Seniors" represent a shift from "aging" to "enjoying life," with a focus on compensatory consumption to make up for past sacrifices and enjoy their later years [32] Nine New Business Formats and Three New Scenarios for Female Consumption - The report identifies nine new business formats and three new scenarios for female consumption, driven by the changing roles and consumption behaviors of the "New Three Generations" [3] - These new formats and scenarios reflect the evolving needs of female consumers, particularly in areas such as education, health, and leisure, which are influenced by generational shifts [3] Consumption Trends of the "New Three Generations" - "Post-Z Generation Girls" are transitioning from trend followers to trendsetters, with a focus on emotional satisfaction, niche communities, and cultural confidence [41][44][47][50] - "Millennial Moms" are shifting from "me" to "we," emphasizing self-return, parenting partnerships, and multi-role identities [53][57][60] - "Elegant Seniors" are moving from "aging" to "enjoying life," with a focus on self-enjoyment, familiar social circles, and active retirement [64][67][69]