Women are having more dominating power in the 3C digital category in the past year, with 51.1% of women having purchased audio and video devices (smart speakers, smart headphones), accounting for over half.

85.1% of women are more willing to try digital products designed for women, and being suitable for women's preference will become a new focus in this field.

54% of women are interested in choosing mid-size vehicle models, tearing off the stereotypical gender label of “Mini vehicle model”.

On RED and Douyin, there is considerable amount of discussions about #Vehicle modification related topics. For example, #Car stickers reached 10.04 billion views on Douyin, 79.1%of female consumers said they had done some modification for their cars.

Smart Home is another important pursuit for women born after 1985 to 2000.

Smart home appliances,intelligent security, and smart home with emotional companionship as the core function are highly favored by women users.

89.7% of women believe that the body care’s key procedure has significant impact on physical and mental relaxation and healing. Soothing and relieving stress is a major keyword in the body care category.

The voice share of bathing tools such as shower pouf has increased more than 10 times on social media in the past year.

Female consumers are paying more attention to the concept of “Dietary therapy and health preservation”. Nearly 88% of women use dietary supplements to preserve their bodies in daily diet.

Post-85s and post-00s tend to adopt “Dietary therapy” to alleviate anxiety at work. Women over 30 are concerned about issues like #Ovarian early aging, and tend to try dietary therapy for female preservation.

Healthy snacks are also highly favored by female consumers. Social gatherings have become a new consumption venue, grow 79% YOY.

Protein and Calorie control are the major decision-making factors for female consumers when purchasing healthy snacks.

Female consumers are deeply exploring the concrete expression of dressing towards individual. The topic #Who is wearing disorderly clothes has got 101 million views on RED in 2024.

68% of women hope to convey their own value through dressing.

Goods is becoming a major source of emotional comfort for women, and a high healing emotional companion.

More than 75% of women spend more than or equal to 500 yuan on purchasing trendy toys & goods, among which nearly 45% spend up to thousand yuan.