A visitor chooses products at the China International Consumer Products Expo in Haikou, capital of South China's Hainan province, on April 15, 2024. [Photo/Xinhua]
In the misty hillside area outside Mianyang in Sichuan province, a young woman named Li Ziqi has done something revolutionary: she has made the quiet life of the area into a public conversation on values. Her videos, devoid of flashy dialogue and composed of sowing, harvesting and cooking, have turned humble chores into cultural capital.
By October 2025, she had more than 28 million subscribers on YouTube, with the Wired, a US reaction channel known for its expertise in some fields of study, calling her "the Chinese queen of cottage". Li's appeal, however, is not merely for aesthetic reasons. Her work has helped Chinese women reshape consumption, people's priorities and public imagination, turning them into a new economic force.
Let's call the phenomenon "she economy". This is not shorthand just for women as consumers, but for a broad re-arrangement of what consumption actually means and what markets supply. Once shopping patched material shortfalls, but it now often performs identity work, emotional repair and meaning-making. A tea ceremony, a yoga class, a curated trip are investments in people's well-being. Women are spending differently, because they seek different goods and different experience.
Li's is an emblematic story: a rural woman whose domestic craft draws urban people to reassess not only her work but also their real worth. In China, more women are testing themselves physically and economically. Across the country, women's participation in marathons and fitness events has surged, reflecting a growing appetite for testing the physical fitness and endurance, and seeking the right balance in life.
It is not only about sport; it is also about a cultural redefinition of capability and aspiration. Brands have noticed this change. Lululemon's revenue on the Chinese mainland jumped 41 percent year-on-year in 2024 and its store count increased to 151, making China its fastest-growing market. Sport signifies a language of autonomy and a growing market.
Travel reflects the same trend. The 2024 China women's travel trends report by Tongcheng Travel shows women account for more than 55 percent of bookings in lucrative categories such as outbound travel, customized tours and premium domestic trips. Why travel? Because travel today is about relaxation, broadening of the horizon and gaining knowledge. Travel is increasingly valued as investment in people's well-being rather than mere consumption. Passport stamps are now credentials of curiosity and cultural competence.
Cultural elements, too, are changing. The 2025 reality series Sisters Who Make Waves put women from diverse backgrounds on a national stage to sing, perform and compete. The show's wide reach sparked conversations on female talent, ambition and inner strength. With a staggering 624 million active female internet users, women now account for nearly 50 percent of China's "online population".
These cohorts shop, work and speak differently: digital natives pursue individuality and emotional value. Women in the 1980s juggled parenthood and careers. But the "silver generation" today — women in their 60s — treat livestream commerce as a wellness bazaar, embracing health management, social media videos and wearable tech to craft a youthful outlook.
The overall picture is striking. In 2024, China's female population reached 689 million — almost half the national total. As their economic power grows so does their influence on consumption, culture, and on the very definition of success. NielsenIQ projects that by 2030 women will account for 75 percent of global discretionary spending. If that proves true, Chinese women will leave an unmistakable imprint on both domestic and international markets.
It is not merely about opening more wallets. It is the new grammar of aspiration. Women today spend on products not only to "live deliberately" and enhance their social status in the eyes of others but also to cultivate self-hood through joining fitness classes, traveling, and engaging in creative expression.
Yet this transformation coexists with constraints. Structural inequalities — pay gaps, care burden, workplace glass ceilings — remain. The "she economy" is not a magic pill that will resolve these issues. What it can do is to shift leverage: by reorienting demand, women create new business models, new careers and new spaces of influence. Entrepreneurs, platforms and policymakers who understand this will design products and services that meet women's demands to boost their profits.
Social psychology is driving this shift. When a marathon finisher's medal and harvesting in a rural area tell the same story — one of earned competence — they dissolve the old binaries between work and care, public and private. Li Ziqi's chilly mornings in the field and a runner's breathless final stretch are both acts of determination and self-discipline. They are pieces of a larger narrative in which Chinese women seek both material and emotional satisfaction.
If American practical philosopher Henry Thoreau went to the woods "to live deliberately", as he described in his book Walden, many Chinese women today are walking into studios, onto stages, across borders and along running tracks to do something very similar: to choose what matters. The "she economy" is not a boutique trend; it is an emerging infrastructure of desire, supply and social meaning. It is society rewriting the terms of the good life, with women very much in the lead.
中新经纬2月19日电 近日，大连万达集团股份有限公司(下称万达集团)新增一则股权冻结信息，其所持近5亿股权被冻结。 国家企业信用信息公示系统网站显示，万达集团被冻结的股权数额为49999.877万元，执行法院为甘肃矿区 三四线城市贡献增至近六成！龙年春节档票房创新高，也有公司被烫伤 春节档票房之争基本落下帷幕，龙年电影市场迎来开门红。 2月18日消息，根据国家电影局初步统计，2024年春节假期(2月10日至2月17日)全国电影票房为8 (经济观察)花式玩法点亮中国春节旅游市场 中新社北京2月18日电 题：花式玩法点亮中国春节旅游市场 中新社记者 刘文文 餐厅爆满、景区门票售罄、热门酒店“一房难求”……春节假期，中国旅游市场一片红火。 八部影片半数撤档 春节档为何出现罕见“撤档潮” 据猫眼专业版数据，截至昨日17时，2024春节档总票房破80亿，总人次1.62亿，总场次383.6万，全面刷新中国影史春节档纪录。然而，几家欢乐几家愁，今年春节档冷热不均，出现了罕 中国考古，在许多外国人甚至中国人看来，一度非常神秘。近日记者在与中国考古学家的交流中了解到，从考古技术发展、到公众考古创新，再到中外考古交流，中国正不断构建具有中国特色、中国风格、中国气派的考古 实习期“双向侵权”如何破解？ 劳动时间长，拿到的报酬却很微薄；实习岗位上受了伤，无法获得工伤赔偿……权益受侵害难维权，让职校生实习遭受到多方诟病。与此同时，用心培养后很难留住优秀实习生，付出的人力物力“竹 。本文链接：'She economy' a new momentum of good lifehttp://www.sushuapos.com/show-5-72606-0.html
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