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T
Her Economy
One of the 171 new phrases
announced by Ministry of
Education of PRC in August, 2007,
referring to the special economic
circle and phenomena on female
financing and consumption that
came with higher female
economic and social statues. derstood as sending a love message.
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Female-Targeted Milk Tea Consumption: a Closed Women have somehow been “kidnapped” by milk tea and
Loop, or a Circle? new-style tea drinks. Their own mood swings and values have
been reflected by an objective drink, while getting exaggerated
In the larger picture, female-targeted products set up a bidi- judgement from others.
rectional closed loop between female consumption and business
values, where the two factors promote each other. However, the Female-Targeted Milk Tea Consumption: a
theoretical mutually-reinforced closed loop may lead to an unex- Closed Loop, or a Circle?
pected “backfire”.
We don’t mean to dismiss those designs and products for In the larger picture, female-targeted products set up a bi-
women. Considering gender equality, however, these gender-spe- directional closed loop between female consumption and business
cific actions, which could have been made in a “more friendly” values, where the two factors promote each other. However, the
way, are used as selling points, leading to an unconsciously en- theoretical mutually-reinforced closed loop may lead to an unex-
hanced sexist stereotype, and an imposed female consumption pected “backfire”.
trend through the “customer-oriented thinking”, a popular idea in We don’t mean to dismiss those designs and products for
today’s internet sphere. women. Considering gender equality, however, these gender-spe-
Many reports on female economy tend to make presupposed cific actions, which could have been made in a “more friendly”
conditions, as some declare that cosmetics sales are boosted by way, are used as selling points, leading to an unconsciously en-
female tendency to try to look prettier and highlight their beauty, hanced sexist stereotype, and an imposed female consumption
and some believe that new mainstream products and their con- trend through the “customer-oriented thinking”, a popular idea
sumption are the result of a more rational female consumption in today’s internet sphere.
trend. Many reports on female economy tend to make presupposed
The stereotypes have put many tags on women, especially conditions, as some declare that cosmetics sales are boosted by
subtle tags like “weak”, “pink” and “emotional”. These tags that female tendency to try to look prettier and highlight their beauty,
women struggle to get rid of can be found in those tea drink brands and some believe that new mainstream products and their con-
mentioned above. sumption are the result of a more rational female consumption
These “sticky” tags are used as a marketing to please women, trend.
like “this drink wouldn’t make you fat” and “this can make you The stereotypes have put many tags on women, especially
even prettier”. In this way, these brands utilize the anxiety they subtle tags like “weak”, “pink” and “emotional”. These tags that
created and use their products to reduce female fear of the same women struggle to get rid of can be found in those tea drink brands
anxiety. This has been the main way to unconsciously compel mentioned above.
women. These “sticky” tags are used as a marketing to please women,
The brands wouldn’t pay for their “kindness”. The price has like “this drink wouldn’t make you fat” and “this can make you
been pushed higher by the elegant design, depreciation expense, even prettier”. In this way, these brands utilize the anxiety they
high-quality milk produced only in one place, specific fruit, and created and use their products to reduce female fear of the same
cost of advertising that new-style tea drink makes a better life. anxiety. This has been the main way to unconsciously compel
Even so, the high price is still considered reasonable, cost-effective women.
and acceptable. But it sometimes encourages the brands to go too The brands wouldn’t pay for their “kindness”. The price has
far. In the second half of 2019, Nayuki announced their “prepos- been pushed higher by the elegant design, depreciation expense,
terously expensive” drinks — Musang King durian milk tea and high-quality milk produced only in one place, specific fruit, and
mangosteen milk tea, respectively at RMB 88 and RMB 68 yuan cost of advertising that new-style tea drink makes a better life.
(about USD 15 and USD 11) — and sparked heated discussions. Even so, the high price is still considered reasonable, cost-effec-
Maybe Nayuki expected only a few consumers and declared to sell tive and acceptable. But it sometimes encourages the brands to
only 30 cups a day. As Meituan’s Milk Tea Consumption Report go too far. In the second half of 2019, Nayuki announced their
says, many ladies who can buy milk tea as they want wouldn’t pay “preposterously expensive” drinks — Musang King durian
for these two. milk tea and mangosteen milk tea, respectively at RMB 88
As new-style tea drinks become a common consumer product, and RMB 68 yuan (about USD 15 and USD 11) — and
milk tea has somehow become a “unit of measure”: the cost of a sparked heated discussions. Maybe Nayuki expected
cup of milk tea can be used as a way to compare prices while shop- only a few consumers and declared to sell only 30 cups
ping; a girl’s addiction to milk tea can affect how others judge her a day. As Meituan’s Milk Tea Consumption Report says,
self-discipline; and treating a girl to a cup of milk tea may be un- many ladies who can buy milk tea as they want wouldn’t
pay for these two.
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