Females become driving force of OTO 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.

中国女性已经成为中国线下电子商务领域繁荣的幕后推手，尽管她们占总互联网使用人数的比例不高。

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.

据电商团购网站百度糯米的最新报告，如今，女性占全国互联网使用人数46%，但是她们产生了62%的线下电子商务收益。百度糯米声称，如今，它占有五分之一的日线下电子商务销量，这一快速增长的市场可以帮助线上客户在线支付实体服务，比如电影票和预订餐厅。

Tang Lihua, a director at Baidu Nuomi, said the results show that attracting, then retaining,female shoppers has become critical for any O2O platform.

百度糯米的一名主管唐丽华说，结果显示，先吸引后保持，女性购物者已经变得对任何一种线下电子商务平台都至关重要。

"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.

她说："比如，我们计划提供更多的婴儿相关和美容相关的服务和产品，以进一步增加我们的业务，因为我们认为，那对女性来说，很有可能是大卖点。"

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.

研究显示，自2015年以来，女性线下电子商务的消费额已经远远超过男性，这一差距还在扩大，尤其在国内新兴的购物节间，比如七夕，情人节。报告称，美容领域也是如此，在利润比较丰厚的其他领域，女性的消费额也远远超过男性，包括健身和休闲，以及酒店。

Gao Shuang, an analyst with China Internet Network Information Center, said the main reason is simple: Women are more decisive when it comes to shopping.

中国互联网信息中心分析师高爽说，这其中的主要原因很简单：一谈到购物，女性更果断。

"They are not only buying for themselves, they are also shopping for their parents, their husbands and children," she said, adding their pickiness, too, is also driving up improvements in services and product innovation.

"她们不仅仅为自己买东西，她们还为父母买东西，为丈夫和孩子买东西。"她说，她们的挑剔也可以加速服务和产品创新的提升。

According to the center's statistics, the number of female online shoppers grew to 180 million by the end of 2015, more than double the number in 2010.

据中心数据，2015年底，女性线上购物者增加到1.8亿，是2010年的两倍多。