[Beijing Direct News Network August 18th] (Reference network)Hong Kong's South China Morning Post's website published an article entitled "the army of young women's little sisters is driving China's consumption growth" on August 10, saying that a group of young women nicknamed "little sister" is rapidly becoming the driving force of China's consumption, increasing the wealth of enterprises in industries ranging from beer and liquor to streaming TV programs and cosmetics. The article is compiled as follows:

They are well educated, postpone or give up marriage and have children, which gives them more money and confidence to spend. At the same time, these "Little Sisters" see themselves in popular TV programs, such as this summer's hit variety show "sister riding the waves", which encourages them to relax their restrictions and spend money on themselves generously. Therefore, a report released by frost Sullivan company in the United States shows that "little sister" is becoming an increasingly important part of Chinese female consumers. In this country with the largest population in the world, women account for 3 / 4 of consumption in all age groups.

Liu mingdy, a strategist at UBS in Hong Kong, recently released a report describing the so-called "little sister" economy. "City women aged 20 to 40 have become popular topics in Chinese mainland TV and variety shows recently," she said. Overall, their growing disposable income and desire for a "better life" have a significant impact on cosmetics, duty-free goods, medical (beauty), mobile games and Internet content. More importantly, the "little sister" economy may affect the consumption of families and children, involving all aspects of e-commerce and entertainment. "

According to UBS and HSBC Holdings, the "Little Sisters" will drive industries from cosmetics to sports and leisure products to food, drinks and home appliances.

"Women are working more and more, have a greater say in household spending decisions and spend more money on themselves," said Gerald van der Lind, head of equity strategy at HSBC in Hong Kong. Obviously, women are becoming very important consumers. "

Their strength is believed to be at least part of the reason for the soaring share prices of companies such as pelaia Cosmetics Co., Ltd., which has risen 110% since the beginning of the year, and China Travel Group China Travel Group Co., Ltd., China's largest duty-free shop operator, is up 148%.

Moreover, their strength is not only reflected in cosmetics and other traditional female dominated niche areas.

According to Wanlian securities, women account for 60% of China's 4.6 trillion yuan catering market, while women's beer consumption soared 27% in July from a year earlier.

For a long time, liquor consumption has been dominated by male consumers. On the mid year promotion day of tmall, an e-commerce platform under Alibaba group, female consumers accounted for 30% of the high-end flagship product buyers in Maotai, Guizhou, up 12% year-on-year.

Changes in behaviour are leading to higher incomes and greater decision-making power for women, HSBC said. According to HSBC, there are an average of 3.03 Chinese households, 2.78 in rich provinces and 3.1 in developing regions. The average number of Japanese families is the lowest in Asia, with only 2.33.

"It means that each household has more income and fewer family members, so consumers are richer and can buy all kinds of more expensive goods, from beer to sportswear," van der Lind said. This is especially true in China as the number of "empty nesters" who have money to spend - their adult children live elsewhere. "

The power of female consumers is growing, while China is trying to shake off the turmoil caused by the new epidemic. Despite the negative to positive economic growth in the second quarter, retail sales shrank for the fifth consecutive month in June against the backdrop of movie theater restrictions.

Dongfang Securities said that the government recently relaxed the control on the application of tax-free license, which made luxury goods tax-free and thus cheaper, which will further stimulate women's consumption. Dongfang Securities said sales at Hainan duty-free stores surged nearly 150% in May.

"Women are playing multiple roles in social life, and they are also the main consumers in pursuit of better brand, design, experience, service and even environmental protection," Jingdong group said in a report. Women are playing an increasingly important role in the process of consumption upgrading. "