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As China grows into the world's Number 1 economy, Chinas women are INTRODUCTION on a surge Millennial girls(born in the 80s and 90s) grew up during the boom years of double-digit growth in China as only children doted on by parents and grandparents. They laid the ground for a new model of femininity with their independent, confident-striving and outspoken style Girls are outperforming bays in school, accounting for more than half of all undergraduates in China in 2015. This number might be even higher were it not for the affirmative practices implemented by many universities to let more boys in They are major players in the economy: In 2017, 61.5% of women participated in China's labor force, contributing some 41% to Chinas GDP, a higher percentage than it most other regions, including North America. Government data shows that women set up 55%of new internet companies in China and more than a quarter of all entrepreneurs are women. On the de, they buy millions of articles on Taobao, Chinas leading e-commerce platform, and turned Alibaba's Singles' Day into the worlds most aluable day for retailers. Jack Ma, founder of Alibaba, speaking at the 2017 Global Conference on Women and Entrepreneurship, called women the secret sauce of Alibaba's success, adding that he wisher to b n in his next life Over the last 30 years, a soaring economy and changes to the laws rights and status in China. But where are Ch consumers, brands need to be able to anticipate the trends that influence women This study looks at where China's girls and young women today will be in 2030. Women are evolving as part of China's fast changing society, and brands need to bet in order to engage with them in a positive way CHINESE WOMEN N2030 Specifically, this study looks at two female cohorts SETTING THE CONTEXT hese are the Chinese women who are hina's population is expected to 18-40 years old in 2030 reach its peak in 2029, growing fro the current 1418 billion to 1.44 From middle to high income levels billion and then declining from 2030 (28, 000RMB Monthly Household Income onward, The male/ female imbalance that has sprung from the one-child policy, resulting in some 30 million more men today, is expected to balance out by that point. Despite he relaxation of the one-child pol in 2016. its shadow extends into the METHODOLOGY future: over the next 10 years, the umber of Chinese wornen aged 23 his paper was developed based on the research 30 will decrease by 40%, a huge drop conducted between September 2018 and March in this child bearing age group. At 2019, which included Kantar Consulting s proprietary current fertility rates (circa 1.5%)thi consumer research Global MONITOR (A quantitative means about 8 million births per year, study conducted in over 20 countries, tracking although the government actively changing consumers attitudes, values and behaviours promotes births and might start to on an annual basis), as well as existing trends, futures centivise births via tax and education and generational studies and research repor reforms. Fewer births and longer life Additional insight was provided by secondary spans mean a greying population; by research, which included the review of existing 2027, an estimated 100 million people telligence and published international and Chinese will have joined the ranks of those over sources. 10 expert interviews were also conducted to the age of 60, representing 22% of the add depth and nuance to the social trends explored, population. This means an increased with an eye to identify early signals of change burden on working adults but also that point towards likely shifts in womens value attitudes and behaviors CHINESE WOMEN IN 2030 Delivering transformative solutions through media, content and technology for brands globally, Wavemaker was founded with the mission to"Make the Future". Of course making the future in the 5 ECUTIVE short-term in China requires huge agility to keep on top of the very fast-changing consumer and marketing opportunities, and agility is a core value of Wavemaker. Against this dynamic, we chose to take a Year 2030 perspective in this whitepaper in the appreciation that MAR brands that will stand the test of time need to build their capabilities connect with Chinese consumers in the longer-term We also chose to focus on Chinas women- they are on a surge as major players and key drivers of consumption in what is soon to be th worlds largest economy. With appreciation that consumption starts an ever younger age, we have identified how current schoolgirls 6-17 years old and current Genz 18-28 years old, as future recruitment targets and retention targets respectively will shift as consumers from now to 2030. It is worth noting at this point that whilst we can rly signals of the expected shifts amongst pockets of in higher tier cities, our lens for this future is based on a holistic viewpoint of mainstream affluent women across china To arrive at this vision of the future, we have identified 12 key drivers of change in China between now and 2030, covering economic environmental, political, social and technogical forces impacting on Chinese women 's values, attitudes and behaviors in future across ten nsions under the themes of identity, work and CHINESE WOMEN IN 2030 2030 ae WORK N2030 Chinese women are moving away from juggling conflicting roles With their independence on the rise, Chinese women are already challenging the barriers o according to societal expectations and are expected by 2030 to show equal opportunities to their male counterparts in the workplace today. By 2030, women will a more consistent self-identity that capitalises on their individualism achieve financial independence with women's leadership in business considered normal. In and purpose. With the rise of individualism and independence fact women are expected to progress ahead of men in the work place, with digital disruption Chinese women are also pursuing more meaning and purpose in their and automation favoring new skill sets that are irreplaceable by automation e. g empathy or elationships By 2030, women will be able to curate longer-term creativity where women hold an advantage and more global friendships according to common ideals, driven by he continued advance of big data, Al and virtual reality. Love, too, is oving towards a desire for true love, compared to what is currently the mainstream more a focus on marriage based on good material foundations. At the same time technology is expected optimize more horter term on-demand needs, whether related to friendships, dating or indeed sex R mily, Chinese society's backbone for millennia, is undergoing seismi 2030 shifts and we expect the notion of the traditional family structure ot exist in the future. Further assisted with al and the sharing economy to alleviate household chores and care, the current burdens placed A new sense of purpose will guide how women spend their time and money. Status will move upon the shoulders of the wife/ mother in the farmily will be eliminated away from current superficial signifiers like wealth and sacial-media popularity to status in 2030 and replaced with family life focused on enjoyment in 2030. Accordingly being defined by sophisticated intangibles like education, wellbeing and connoisseurship, as mothers will become more of a friend than authoritative figure to well as one's positive impact on society. Leisure activities that combine individual passions ant their child as mother-child relationships will level social causes will also be increasingly common Externally, individ uality is informing attitudes to beauty. By 2030, when Facilitated by the growth of the sharing economy and algorithms, women will be more selective appearances are easily modified thanks to technology and the digital when choosing items they want to own. By 2030, whilst low-involvement categories will physical boundary is blurred, beauty is expected to be tailored to suit receive even less attention as predictive shopping services become the norm, high-involvement ones personality and diverse, limited only by one's creativity categories will become even higher involvement, focused on hyper-personalisation and the eaning and individuality products bring to the consumer. To win in the future, brands need to acknowledge these above shifts and better connect with women by accompanying them on this journey, and we hope our brand implications and"what if" ideas for each theme act as inspiration for your own thinking for this endeavor. Indeed as Wavemaker ourselves, we continue to push our own capabilities, expertise and people to continue to partner with the best brands to HOW IS THEIR DRIVERS OF CHANGE We have identified 12 key drivers of change that will have great impact on the lives of women in 2030, shaping their future destinies in how WORLD they work, live and play CHANGING CHINESE WOMEN N 2030 GROWING CHINESE 01 POWERHOUSE CHINA 02 INCREASING STUDY WORK ABROAD AND RETURN GLOBAL China is moving towards equaling the uS in both its econornic power and military reach. By EXPOSURE 608K 2030 it will be the leading world power. It will also play a more visible role on the global stage and will continue to be a strong promoter of cross-border trade as it further integrates into the With both international travel and education on the rise (608, 400 Chinese students studied abroad in global economy. China will be home to the world's largest middle class and will reshape global Overseas students in 2017). young Chinese are increasingly exposed to 2017vs400Kin201 consumption. Over the next decade, consumption will grow by an average b% annually to reach the world. This is accompanied by overseas work experiences(Chinese RMB 56 trillion ($8.2 trillion) and this growth will be driven largely by women -hence the role green card holders in the Us have doubled over the last decade of women consumers will be even greater than it is toda whereby many of those studying and working a broad eventually 81772 to global culture may challenge existing Chinese gender norms ary ure return to China, where opportunities abound. This increasing expo Chinese green card holders in the Chinese brands will continue to gain domestic recognition as well as grow their global US.in2016v540.568in2003 influence By 2030. Made-in-China will be on-par with or even superior to international brands stereotypes, and in the near future, lead to a paradigm shift in the way Consumers will evolve from their relatively price-sensitive mindset to a more premium-seeking Chinese culture views women attitude, but distinctions between Chinese and Western lifestyles will remain. The choices 84% women will make as consumers will be of major impact on their families studying abroad returned to China NO. 1 ECONOMY CHINESE BRANDS IN 2030 AND KEY INCREASINGLY CONNECTOR FOR PREFERRED IN GLOBAL TRADE AND OUT OF CHINA INCREASING NTERNATIONAL 2030: International ys chinese brands TRAVEL WITH HIGH PREVALENCE OF Long-term global GDP rankings scores on the brandz Brand power WOMEN GDP (USD trn 018 203 internat onal Intena- onal 400mi trips by Chinese in2018 u③ Germany 2010 France 56% "2 Chra Culbuutid Tcurisn Fesgdrch Insl tule, 2018& MMarkelin1g Lu c:111a, 2018 of Chinese travelled overseas 175e g afle VespA stud es, Ministry of Education of the People's Republ c of china, 2018 female in 2016 even though females only make up 48% of the population 1 Future cr ccnsumot on r tast- gro h consumer markets: China, world Econcmic Forum, 2013 orth. stari:8, 2018 CHINESE WOMEN N 2030 03 GROWTH OF AGEING URBAN LIVING 04 POPULATION close to 70% of China's population will reside in urban area China will move from a relatively younger to a relatively older and with more urbanization occurring in inland provinces and in tier 2 ageing population, with the median age rising from 37 in 2015 to 42 and 3 cities instead of in saturated coastal megacities. Advances by 2030, life expectancy growing by 2 years and a persistently low in technology will enable and support this shift, ultimately resulting fertility rate at 1.66 n better consumption and lifestyles. As early as 2020, 50% of new residential buildings will comply with green building standards. Living Whilst the sheer number of elderly people(324 million)will pose RISING MEDIAN AGE IN arrangements are set to evolve too, with solo or communal living on challenges to economic growth, new needs of this demographic from CHINA the rise amongst younger generations, potentially transforming family healthcare to assisted living will also create economic opportunities. At tructures. This will shift the traditional view of women as mothers the moment women still fulfill the major role in caring for the elderly. Median age in China The outlook for Chinese women in 2030 will depend on how chinese society responds to the economic and social challenges of an aging 37423 population 2015 2030 INCREASING LIFES PANS Life expectancy in China increasing 76.578.5 2018 2030 GROWTH OF URBAN HIGHLY RISING OF SOLO POPULATION CENTRALIZED LIVING 68% 80% Estimated of one-person households among tota PERSISTENTLY LOW will be urban in 2030 GDP will be generated in 19 households in urban areas in FERTILITY RATES 58%in2017 supercity clusters in 2030 Average No of children per female 1.55166 2018 2030 0102015202020252030 8 wr ld Pup. Ial isn Fre: s::I\, .nil ed NHl cns, 2015 China in 2030. The Future Demographic, Eurcr cnitor Intema- onal, 2C1 0 CHina ove takes U. S for healthy lifespan: W0 data A Review of Gleen PL ildi g Deve oE: men, in China fr)'TI Ihe PeISpHr: tive csf Energy Saving, 7Iarg el al, Fr Reuters 2018 7 Living Alor e in China: Ircjectio of One-perscn Household, 2010 tc 2C50 W. Jean Yeung et al. 20-6 "11 w/ ld PooJlatior Prospects, Un ted Nations, 2013 CHINESE WOMEN N 2030 05 GORWING SERRLCH 06 POLICIES IMPACTING WOMEN Health and wellness are increasingly seen as a key to happiness Current policies promise women access to equal beyond material satisfaction, with young women leading the opportunities by 2030 in"strengthening their employment search for a better quality of life (29% of young high income and entrepreneurship capabilities, supporting return to work women picked"physically healthier"as their top choice when after maternity leave, and encouraging employers to help asked about happiness levels, twice the global score. )Wellness balance work and family. Yet China's new two-child policy is on the upswing with running and yoga exploding across has resulted in employers discriminating against women when China the sports industry is set to triple in size by 2025)and /ring 17 and women are currently mandated to retire 10 years sustainability is on the agenda. Technology, such as blockcha earlier than men at age 50-55 is increasingly used to track products and assure consumers of provenance and safety. The holistic search for happiness also has a spiritual side with young Chinese seeking fulfillment hrough traditional values and practices such as Zen( Chan in Chinese) and buddhism( the number of Buddhists in China more than tripled over the last 20 years to an estimated 18%) RETIREMENT POLICIES LIMITING THE LENGTH OF EMPLOYMENT FOR WOMEN Current retirement age 50-5560 HEALTH AND WELLNESS INCREASINGLY KEY TO HAPPINESS GROWING SPORTS INDUSTRY 29% vs 14% globally Size of the sports industry market in lCC- China 2013-2025(bil USD) Young high income Chinese women picked"being physically asked"what would need to change to make you happier than you ar SKOrts indit sIry inar kul in1 ChinH fr: r, 2013 11 2025, Slai isl a, 7018 consecuences, The Economist, 2018 The bloc kcha n c ckens brir g ing the tut re to tree rangc, sixth Tone 2018 18 Chinese wo men want same retirement age as rowing in China, But Remain: n Legal Limto. Time. 2015

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