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Latest news and announcements
March 8th is on the horizon, and in China, that means one thing: it’s open season for shopping. Women’s Day has been given a full makeover, rebranded as Queen’s Day (女王节) or Goddess Day (女神节) in China.
Why the rename? The Chinese word for “woman” (“funü” 婦女) comes with some seriously unappealing baggage. It generally refers to married women, and that’s not exactly aspirational. For many millennial women in China, it brings to mind dreary images of endless chores, sacrificed dreams, and a life stuck in domestic autopilot. Hardly the kind of vibe that sparks celebration.
So, some businesses in the early 2000s ditched the dusty label and swapped it out for shinier, ego-boosting options like “goddess” and “queen.” And guess what? It worked.
What began as a celebration of women’s rights has evolved into one of China’s biggest shopping festivals, driven by the sheer force of the country’s unstoppable She-Economy. We’re talking more than 400 million women between 20 and 60, wielding over US$1.58 trillion in spending power. These women influence 70% of household purchases and command 58% of China’s consumer market.
Think women in China are all about makeup and the latest fashion trends? That’s old news.
Today, they’re making waves in just about every shopping category. Sure, they’re still picking up the latest Gucci drop, but they’re also outpacing men on bigger-ticket purchases. We’re talking cars, high-end fitness equipment, and even tech gear that puts their male counterparts to shame.
It helps that their wallets are getting thicker by the minute. Only a few years back, women in China earned about 30% less than men. Now that gap is more like 15 to 25%, and it’s shrinking fast. Women’s salaries have been rising quicker — between 4% and 7% a year, compared to men’s 1.7% to 6%. The math isn’t hard: more cash in hand equals more buying power. And these women? They’re not exactly shy about flexing it.
Take Taobao, for example. In 2022, the platform hauled in 2.8 billion RMB (US$386.1 million) during Queen’s Day alone. Douyin’s week-long Queen’s Day Festival in 2021 pulled in 13.63 billion RMB (US$1.9 billion). By 2024, Douyin’s festival was boasting 40% year-on-year growth, with March 2nd alone fueling a 33% surge in activity.
What started as a single-day event has now snowballed into a week-long shopping bonanza, conveniently timed to ride the post-Chinese New Year stockpiling wave. And where’s all this action going down? Right there in the palm of their hands.
With 446 million women shopping on their phones, mobile is the battlefield, and they’re running the show. In a country where consumerism is practically a national sport, women are using their spending power to make a clear statement: they’ve arrived, and they’re here to own the market.
Gone are the days when women’s spending was all about stocking the pantry. Today’s Chinese women have flipped the script and made it crystal clear: they’re prioritizing themselves. According to a JD.com study, a solid 54% of their spending is now going towards their own needs.
Take health and wellness, for example. Women are outspending men on health products by 63%, fueling a 20% annual boom in this category. From yoga gear from Lululemon to personalised fitness programs, they’re turning the wellness industry into a goldmine.
It’s a revolution in the sports and outdoors market too, where women are rapidly closing the gap, pushing brands that cater to their needs to the top of the leaderboard.
And then there’s luxury. Premium skincare, luxury beauty devices, gold jewellery — if it’s fancy, they’re buying it. And don’t think this is just a first-tier city flex. Women in second-tier cities are also diving into the premium pool, snapping up high-end goods like there’s no tomorrow. According to the World Gold Council, women are the powerhouse buyers of gold in China.
But here’s the plot twist: they’re also marching straight into spaces that were once male territory. Gaming, for one, has seen a massive influx of female players. What’s more, this surge is reshaping the industry itself, with growing demand for games that don’t scream testosterone-fueled action.
The bottom line? Modern Chinese women aren’t just influencing the market — they are the market. For brands, this is a wake-up call. If you’re not already tuning into what they want, you’re miles behind.
If you’re a global brand eyeing Queen’s Day or the wider She-Economy, you’d better come prepared. With 446 million women glued to mobile shopping platforms, a half-baked digital presence isn’t going to cut it. Platforms like Xiaohongshu (aka RedNote) and WeChat are your front door to China’s most influential consumers.
And don’t even think about rolling out tired gender stereotypes or cookie-cutter ads. Chinese women in 2025 can spot lazy marketing a mile away. They demand campaigns that feel real, empowering, and personal. They want experiences that align with their values and lives, from the products they buy to the stories they hear. Fall short, and you’ll quickly find out how it feels to be ghosted by nearly half a billion potential customers.
Queen’s Day in 2025 is a golden opportunity to connect with the demographic that’s shaping China’s future. But making it happen takes more than flashy discounts or hollow taglines. It takes data-driven insight, strategy, and creativity.
At WPIC, we help global brands navigate the complexities of the Chinese market. From crafting campaigns that genuinely resonate to building the tech infrastructure to back it all up, we’ve got you covered.
Ready to reach China’s most influential consumers? Let’s talk.
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