Retailers are capitalising on the International Women’s Day (IWD), in China to offer coupons and discounts on sportswear, cosmetics and healthcare to get women to spend more, dubbing the day “Queens’ Day” and “Goddesses’ Day”.
Globally, women are hosting workshops, protests and dinner parties to celebrate the women’s rights movement and press for progress on gender equality.
However, in China, the day was dominated by sales campaigns from online retailers, a trend that has annoyed women’s rights activists who want to reclaim the day as an opportunity to make progress on issues like combating sexual harassment.
One gym pushed memberships by saying “it only takes three months to become a queen”, while Alibaba encouraged shoppers to “give life to your women-power”.
The women-targeted market, or the so-called “she economy”, a term coined by China’s education ministry in 2007, is expected to account for $700 billion by 2019, according to the Chinese securities firm Guotai Junan.
“If you look at how companies are thinking about their ad spending, how they think about product selection, probably they are thinking, 70 to 75 percent of our spending really needs to be targeted directly at women,” said Ben Cavender, Shanghai-based principal at China Market Research Group.
Women spent 64 percent more in 2017 than in 2015, with a majority of purchases made in major cities such as Beijing, Shanghai and Guangzhou, according to a report by Alibaba, which controls the largest share of retail e-commerce sales in China.
Purchases were more than cosmetics and shoes.
The number of women who bought running outfits rose over 13 times in the last 12 months, while spending on boxing gloves by women soared 75 percent, according to a separate Alibaba report.
Alibaba did not immediately respond to a request for comment on criticism by women’s rights activists on the focus on Women’s Day sales by retailers.
The drive by Chinese companies is not only focused on consumer goods.
To entice increasingly health-conscious women, Alibaba is this year for the first time collaborating with private hospitals to offer around 50 percent off vaccines for Human Papilloma Virus (HPV), a sexually transmitted disease. Reuters report.
