Communications in Humanities Research ISSN: 2753-7072
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Research Article

Research on the Influence of New Media Development on the Rise of “She Economy”

Yanwen LiuShenhua Zizhu*

* Corresponding author: [email protected]

Abstract

In the current era of deep integration between mobile internet and new media, the market size of China's "she economy" has surpassed the 12 trillion yuan mark. This study analyzes the restructuring of women's consumption ecosystems through new media development by combining case studies with data analysis. The findings reveal: 1) Short video and live-streaming e-commerce platforms enhance female consumers 'decision-making efficiency by 40% through content presentation and social interaction features; 2) The "grass-planting" marketing model based on big data algorithms achieves a conversion rate 3.2 times higher than traditional marketing; 3) The operational model of social commerce significantly lowers the threshold for women's entrepreneurship. The research concludes that new media drives the development of the "she economy" through three mechanisms: scenario presentation, cultural empowerment, and channel innovation. However, it also highlights the need to guard against issues such as consumption stratification caused by algorithmic bias and the digital divide.

Keywords: New Media; She Economy; Female Consumption; Precision Marketing; Digital Economy
Published: November 5, 2025
DOI: 10.54254/2753-7064/2025.BJ28850
Volume: CHR Vol.79
pp. 135-140
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