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e-Commerce, Lifestyle, Trends
July 4, 2012 | 2 Comments

Goal oriented: Chinese women shop online while hubbies watch Euro

Cover from China's Southern Metropolis Magazine

Cover from China's Southern Metropolis Magazine

China has a soft spot for international sporting events, and Chinese media are famous for themed spreadsheets that dress local models in the sporting outfits du jour.  We do not condone the use of racy photos to attract male readers and shoppers. And anyhow, online sales data shows that it is China’s women, not men, who spend more during sports tournaments. 

Recent statistics from Taobao, China’s largest online retailer, show a 10% increase in female buyers and a significant rise in sales of women’s apparel, cosmetics, purses, and shoes during the final stages of Euro 2012.  Female peak shopping time was also delayed towards midnight, with many online vendors keeping their customer service staff up as late as 3am. Overall, females comprised 85% of all customers during the period in question. Local researchers explain that Chinese husbands often ask their companions to stay up while they watch the games on TV (here, in Chinese). As the men spend all night looking at other men chasing a ball, the women make up for lost sleep and excitement by spending more online. Unlike in football, in this case, everyone wins.

 

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  1. haha. that s right. they really really love shopping.
    “China’s largest online retailer, show a 10% increase in female buyers and a significant rise in sales of women’s apparel, cosmetics, purses, and shoes during the final stages of Euro 2012″ this figure surprises me a lot.

  2. Because it is the method by which I do business in Britain; it is good to see such progress in style in which Chinese women are doing more business these days