Women driving growth of online-to-offline business in China
Females have become the driving force behind China's booming online-to-offline shopping sector, despite their minority position in the country's overall Internet-using population.
According to a new report from group-buying e-commerce website Baidu Nuomi, women now account for 46 percent of the country's Internet users, but they generate 62 percent of O2O revenues.
Baidu Nuomi claims it now accounts for a fifth of daily O2O sales－a rapidly growing market that enables online customers to pay online for bricks-and-mortar services, such as movie tickets and restaurant bookings.
Tang Lihua, a director at Baidu Nuomi, said the results show that attracting, then retaining, female shoppers has become critical for any O2O platform.
"We plan to provide more baby-related and beauty-related services and products, for instance, in order to further grow our business, as we think that's likely to be strong selling-point for women," she said.
The study showed that since the start of 2015, female O2O spending has far-outstripped that by males, and the gap is growing, particularly during the country's flagship shopping events such as Qixi, Chinese Valentines Day.
As well as the beauty-related sector, women outspent men in other lucrative areas, too, including gyms and leisure, and hotels, said the report.