She Economy in China: Redefining Identity Through Consumption this 3.8 International Women’s Day 2026

The She Economy is more than just a trend but a structural force reshaping China’s consumer landscape. As Chinese women continues to gain economic independence, digital fluency, and cultural influence, they are redefining what consumption means: less about ownership, more about identity, well-being, and self-expression.

 

Digital-First, High-Value Chinese Women Consumers Are Rising

According to QuestMobile¹, as of January 2025, China’s active female internet users reached 624 million, up 2.6% year-on-year, accounting for nearly 49.6% of all internet users. Millennials, Gen Z, and the rising Gen Alpha together make up almost half of this audience, with post-2000s users growing the fastest.

Compared with the overall market, female users consistently demonstrate stronger high-spending capacity on online consumption¹:

• • 33.1% of female users have monthly online spending power above RMB 2,000

• • Core purchase drivers: brand credibility, price transparency, product quality, and health value

This scale, combined with strong purchasing power, positions women as the most influential growth engine for brands operating in China.

 

Key Consumption Trend: Leverage Social Media Platform for Product Research

Women engage deeply on platforms such as Xiaohongshu, WeChat, and Weibo, following beauty, parenting, and health KOLs.

• • Weibo female MAU: 281 million¹

• • Xiaohongshu female MAU: 158 million¹

Here, “social currency” directly influences purchase decisions through trust and peer validation. Women are seeking both product appearance, price, quality and durability:

• • Strong interest in skincare, cosmetics, sportswear, and premium maternal products

• • Preference for functional yet fashionable designs

• • Rising attention to sustainability and resale platforms

International brands continue to perform well, especially when combining innovation with emotional relevance.

 

Key Travel Consumption Trend: Travel as A Form of Self-Investment

According to Tongcheng Travel’s She Economy report in 2025², women dominate high-value travel scenarios:

Travel Category	Female User Share
Visa services	53%+
Outbound travel	55%+
Customized Travel	55%+

Top destinations include Seoul, Bangkok, Singapore, and Tokyo. Preferred experiences center on²:

• • Heritage sites (30%+)

• • Natural landscapes (27%+)

• • Museums, temples, islands, and coastal getaways

For China’s Women, travel is no longer leisure but an investment in emotional renewal and identity building.

 

Beyond Spending: The New Form of Aspiration

The She Economy reflects a deeper shift in values. From Gen Z digital natives to silver-age women embracing livestream commerce and wearable tech, women spend differently because they seek meaning, wellness, and self-definition. With women projected to account for 75% of global discretionary spending by 2030 by NielsenIQ³, Chinese women will leave a decisive imprint on global markets.

In China, International Women’s Day has now evolved into Goddess Day (女神节) and Queen’s Day (女王节)—a symbol of women’s cultural and commercial power. Platforms like Tmall and Xiaohongshu amplify these voices, turning informed consumers into brand advocates.

 

Capture the Growth of the She Economy with iClick

Winning the hearts of Chinese women goes beyond generic campaigns. It requires data-driven insights into their values, emotional triggers, and digital journeys.

At iClick, we help brands decode female consumer insights, activate social influence, and build emotionally resonant growth strategies in China.

Let’s refine your she-marketing strategy. Connect with us today.

 

Source:
1: QuestMobile: 2025 “她经济”洞察报告
2: 同程旅行：“她经济”报告
3: China Daily: 'She economy' a new momentum of good life

 

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