For China’s media industry，2005 was important since it was a year of reform and transition.It was also an opening year after the country joined WTO.In August 2005，Conde Nast Publications from the United States co-launched Vogue magazine through copy-right cooperation with Peoples’ Pictorial.For Conde Nast，a globally known company with extensive experiences in magazine publication，it has to understand women’s real life and their needs before it can produce a vogue journal that women love.Through investigation we recognized our first priority was to understand the state of Chinese women’s vogue，their needs and future trends，before we could actually go co-publishing.It was through this effort we came to understand the subject of Chinese women and vogue.

The state of Chinese women’s vogue life

The state of life refers to different ethnic groups’ life state.It includes way of life，consciousness and cognition，behavior patterns and so on.Through an analysis of different ethnic groups’ concepts on consumption，media，leisure，brand，career and family，we can discover divergences and tendencies of small groups with various definitions.It can help us，speedily and clearly，draw a sketch outline of small groups’ characteristic consciousness so that we can dig deep market segment and discover business opportunities.

Ⅰ.The state of Chinese women’s life-correlation analysis

Our research based on the database of “Chinese market and media studies”^[1]reveals the correlation between the state of vogue life and demographic statistics.

Chart 1-1 Women’s Life style

Through chart 1-1，we can discover the correlation between vogue and women’s age，monthly income，and matters such as their foreign language proficiency.Those with high income are more willing to spend on high-priced，high-quality vogue products，and are interested in advertisement because of their consumption capacity.They are brand conscious，dressed in fashion，and sensitive to latest new products.They also attach importance to leisure and entertainment.Those with comparatively low income are much practical with their life.They care more about a stable job and family.They love cooking but have few hobbies.They are not brand conscious，not used to credit card or debit card.They incline to save money in the bank instead of investing or consuming when they have extra money.This is also related to women’s age.The older they become，the more likely they want stable，traditional life.On the contrary，the younger female group show distinct tendency.They are comparatively well educated，able to speak foreign languages，skillful with Internet for information and willing to take up challenges.They are curious and fashionable，and hate monotonous life.They love to get latest trendy information through magazines.With strong self-confidence，they have high expectations for their own success.

From the above we can tell women，aged 25～29 with high income and educational background as well as foreign language proficiency，have strong vogue tendency.

Ⅱ.Life style of vogue women among the high-income group

Since there is the correlation between vogue and income，what are the life characteristics of vogue women among the high-income group？Our research based on another database “China’s nouveau rich market and media studies”^[2]yields a much clear picture of Chinese vogue women.

The data was collected from a market survey of 12 key cities.The survey targeted women aged 18～45 with an annual family income exceeding 80000 yuan in Beijing，Shanghai，Guangzhou，Shenzhen and Hangzhou.In other secondary cities，the interviewees had an annual family income exceeding 60000 yuan.According to the National Statistical Bureau，the nouveau rich families that meet the above qualification constitute 10～15 per cent of China’s urban families.

As Vogue magazine readers are sensitive to vogue and very representative of vogue life style，let us do an analysis of Vogue Inagazine readers as they represent China’s vogue women’s life style.

Chart 1-2 China’s vogue women’s life style

Compared with others，vogue women have good taste for their dress and adornment.They regard make-up as showing respect for others.They seek luxurious goods，believing life enjoyment with money.

Vogue women enjoy shopping.They collect information and do comparison before they go shopping.Of course they sometimes experience compulsion and go on shopping sprees.They like to test new products and new services.Because of their rich experiences in shopping，they are often regarded as shopping experts.Of course they like to share with others their shopping experiences.

Advertisement is indispensable in vogue women’s life.When shopping，they consider advertised brand goods are more reliable.They support brand products though they do not agree that brand has anything to do with social status.They are willing to pay more for brand goo