Professionals: China’s affluent female consumers

There are roughly 40 million fewer women in China than men. As in most countries, females are also under-represented in the local workforce which is roughly 54% male. Unlike China’s various other minorities, members of the fair sex punch above their weight, especially when online shopping is involved. Affluent female urbanites are often seen as China’s most important demographic for retailers, but their spending habits vary based on geography, age, and even astrological signs.  Den Rest des Beitrags lesen »


China’s Most Important Shopping Demographic: BFMs

Buy Buy China says that there are 40 million more men in China than women, and that the workforce there is approximately 54 percent male. But marketing experts are busy pandering to a very profitable minority: the BFMs (or bai fu mei), which translates into “white, affluent, beautiful” women.

Much more likely to spend on consumer goods than China’s “rich and handsome” GFSs or the “lowly and cash-strapped” ACQs, these affluent female urbanites are considered China’s most important shopping demographic: they earn more than RMB 20,000  and spend at least RMB 2,000 on online shopping.

They make up just 1.13 percent of all Taobao’s overall female users, but they account for more than 7 percent of its spending (particularly those BFMs between the ages of 30 and 40).

So where do the BFMs come from?

They can be frequently spotted in Shanghai, where 104,000 out of an estimated 941,000 of them live. Zhejiang is the province with the highest concentration of them: 128,000. Many come from smaller cities like Panjin, Ningde, Yibin, Karamay, and Guiyang – which explains why they fancy online shopping.


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