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本期焦点

The Indispensable

Spending – SHEconomy

SHEconomy is a term focusing on the children is extremely important, they invest
female’s economic spending, which is strongly in their children's education and any
considered vital for the economic system. The other related needs, creating a new economic
women’s community is now receiving higher phenomenon.
educational levels and higher income levels, as In the commercial aspect, more businesses
they are looking forward to a better quality of life. are starting to appreciate the importance of
The women targeted market, or the Women’s Day, granting women extraordinary
so-called “SHEconomy”, a term coined by experiences and maximising their value in order
China’s education ministry in 2007, had to boost the related transaction.
accounted for $700 billion by 2019, according to To summarise, playing a good game in
the Chinese securities firm Guotai Junan. It is also SHEconomy, discovering more values from
the same situation for other Asian women outside SHEconomy, focusing on the target market,
of China. Mckinsey thinks Asia women can make particularly women consumers, and providing
a bigger economic contribution. appealing, personal, customised services are
According to <Women’s Choices Report in now the most important aspects for all
2021>, over 50% of females apply makeup in their entrepreneurs.
daily lives. More females are now paying greater
attention to their outlook,
spending on cosmetics is
now a “facial
investment”, a vital
demand for females.
For younger
mothers who were born
after 1995, who think
that baby products
and education for

South East Asia Females' Favourite Products:
Cosmetics, baby products, healthcare, and products
for pets.
According to the data of South East Asia’s
e-commerce platforms, women are now the major
consumers in cross-border e-commerce transactions.
More than 50% of these transactions were made by
women.
The demand for lipsticks, mask, cosmetics, skin Malaysia Females Favourite Product:
care products rose up in e-commerce, female Home hygienic product
consumers from Indonesia and Vietnam are more favor Most Malaysians stayed at home
into lipsticks, female consumers from Malaysia likes to during this pandemic, therefore hygienic
spend on nail products, whereas female consumers products became the most popular
from Thailand and Singapore spend more on body and product for Malaysian females during this
facial care products. period.

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