More and more Chinese women are childless. According to the findings of a survey by the China Population and Development Research Center in 2021, the percentage of women who do not have children has been increasing rapidly in the country, from 6.1% in 2015 to nearly 10% in 2020.
One of the biggest reasons triggering this decline in fertility is a change in beliefs about the concept of family, which has resulted in women postponing marriages and having children later in life if at all. In 2020, the average age women married was 26 while the average age women wed in the 1980s was 22. The research also revealed that Chinese women were planning to have fewer offspring. The average number of women planning to have children in 2021 was 1.64, compared to 1.73 in 2019 and 1.76 in 2017. Moreover, the number of women who currently have children decreased from 1.63 in 2019 to 1.19 in 2022.
Some people believe that China’s one-child policy altered relationships, the family structure and the younger generation’s view about marriage. Others believe the Covid-19 pandemic and the country’s lockdown and Zero-Covid policy have caused anxiety and a reluctancy among women to have children.
The delay of marriage and childbearing along with non-marriage and infertility caused by more modern-day views, unexpected epic events and economic uncertainty impacts more than just parenthood, a low birthrate and the country’s population. Many Chinese women have become well-educated, career-oriented and financially independent. These factors have prompted different attitudes, values and choices among young women, which in turn have influenced trends, fashion, spending and more.
As a result, consumer behaviors are changing in China so marketing and advertising campaigns must change as well. Brands need to modify their selling strategies to target Chinese female consumers that are focusing on themselves in terms of lifestyle and shopping habits rather than on motherhood and young children.
Knowing the buying habits of Chinese women is important for a Brand’s success. This consumer group is conscious of reputation, quality and pricing. They are savvy about knowing and buying products through Chinese digital channels, and they tend to distrust products and Brands they do not know.
The rise in purchasing power of female consumers is evident to Brands capturing their attention. According to Tmall, the majority of the top new Brands in 2022 focused on the consumption needs of women.
To successfully target the Chinese female consumer market, Brands must pay attention to changing consumer behaviors, understand the value of building awareness when promoting products and incorporate digital channels into their marketing plans.
Tolmao Group, an integrated marketing solution provider headquartered in Shanghai, China, has a full understanding of the Chinese market and excels in helping Brands navigate its changing marketplace. Their experts understand and track consumer behaviors and know the best strategies and techniques for marketing programs that are effective and help Brands obtain success. For more information, contact Tolmao Group.
