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.
近日，中共中央印发了修订后的《中国共产党巡视工作条例》（以下简称《条例》），并发出通知，要求各地区各部门认真遵照执行。通知指出，《条例》坚持以习近平新时代中国特色社会主义思想为指导，深入贯彻习近 农工党中央召开两会情况通报会农工党中央拟向全国政协十四届二次会议提交34件中央提案、26件界别小组提案中国改革报、中国发展网记者田新元2月20日，在全国两会即将召开之际，农工党中央在京召开中央和 新华社济南2月22日电（记者陈国峰、张钟仁）连日来，山东多地迎来大风降温和雨雪天气。21日，受降雪影响，济南西站部分列车降速运行，出现晚点情况。售票大厅内，记者看到“晚点停运车次退票”窗口前排起长龙。国 西安青岛居民3月6日起可办理往来港澳“个人旅游签注” 中新网2月23日电 据中华人民共和国出入境管理局网站消息，近日，国务院批准增加陕西省西安市、山东省青岛市为内地赴港澳“个人游”城市。中华人民共和国出入 春节档票房破纪录，希望不会成为难以翻越的大山 春节档是全年电影的风向标，优异的春节档票房成绩，会鼓励从业者加倍努力，也会给市场增添希望，但不排除今年春节档会成为一座难以翻越的大山。 _______________ 多家钛白粉企业再度宣布涨价 2月22日，钛白粉企业金浦钛业发布公告宣布涨价，金浦钛业表示，自2月22日起，公司锐钛型钛白粉销售价格上调800元/吨，对国际各类客户上调110美元/吨；金红石型钛白粉销售价格上调600元/吨，对国 。本文链接：'She economy' a new momentum of good lifehttp://www.sushuapos.com/show-5-72606-0.html
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