Pink-collar women are I Fashion magazine’s target readers. The magazine conducted a survey on China’s young women professionals’ life in August-December 2006. It sent out 1，000 questionnaires and 865 valid returned. The return rate is 86.5 per cent. Huakun Women’s Life Survey Center executed this survey.

Ⅰ. Basic facts

1. Sample distributions

The samples were distributed in eight cities：Shanghai，Beijing，Chengdu，Guangzhou，Shenzhen，Hangzhou，Nanjing and Dalian.

2. Age

The women’s average age is 28.9，70 per cent are aged 25～35.

3. Education

College graduates account for 90.7 per cent.

4. Professions

They are administrators/supporting staff （17 per cent），managers （14.9 per cent），financial and insurance workers （13.5 per cent）.

5. Income

On average their monthly income is 4420.9 yuan，92.9 per cent have a monthly income above 2000 yuan.

6. Marital status

48.9 per cent single，18 per cent married women do not have children.

Ⅱ. Pink-collar women’s consumption characteristics

1. They love beauty and spend a lot on it

On average they spend 16000 yuan a year on clothing. Every month they spend 1125.3 yuan on beauty and hair，with 441 yuan on cosmetics and 111.5 yuan on nails.

2. They actively pursue leisure life

1）77.8 per cent have travel habit，mostly do travel in the country （92.3 per cent），and their purpose is to tour and appreciate places of interest.

On average they spend 3777.7 yuan a year on travel. 72 per cent control their travel budget within 4000 yuan.

2）They pay attention to body exercises

Their most loved exercises are yoga （45.8 per cent），swimming （33.3 per cent），and ball games （29.9 per cent）.

On average they spend 296.5 yuan a month on exercises，24.9 per cent interviewed women regularly go to paid exercises.

They actively do body exercises，but their purpose is not to keep fit but to slim.

Among the 9.8 per cent smokers，64.3 per cent say they do it because of various pressure，33.7 per cent because of habit，and 16.5 per cent want to refresh.

3）They love sentimental places

They love places that appeal to their sentiment. They often go to KTV （43.0 per cent），cinemas （42.7 per cent），tea houses （38.3 per cent） and Coffee bars （35.9 per cent）.

On average they spend 603 yuan on entertainment. 78 per cent control their entertainment budget under 800 yuan.

4）They dine out because they are lazy or not willing to cook

Every week，these young women dine out once at least，and on average they spend 425.4 yuan. 98.5 per cent interviewed women spend less than 1550 yuan a week dining out.

5）They do have reading habit

On average they read 8.6 hours a week. They spend 69.3 yuan on reading a month，with one spends 700 yuan.

3. Pink-collar women have a strong sense of self development and are willing to invest

About half interviewed women have training plans for 2007 （48.6 per cent）. They prepare to invest 6931.2 yuan on it on average. Top on their training list is foreign languages （44.7 per cent） and followed by management （35.3 per cent）.

4. Online purchase and credit cards are popular

Most interviewed women go online （86.7 per cent），11 per cent of them buy things online. 64 per cent women have credit cards，and on average they use their credit cards with 1202.1 yuan a month.

5. Pink-collar women manage their money generously

On average they spend 2874.8 yuan a month，and save 1519.4 yuan. 42.2 per cent of their money goes to housing：their own housing （24.6 per cent），parent’s or relative’s housing （11.3 per cent） and company housing （21.4 per cent）. Their chief means of transportation are：public （45.5 per cent），company （20.6 per cent），and private （18.2 per cent）.

Nearly half of the interviewed women （41.8 per cent） have bought insurances，which include old-age insurance （40.7 per cent），health insurance （35.9 per cent），and accident insurance （31.6 per cent）. They cost 2878.7 yuan，2696.6 yuan and 2161.4 yuan respectively.

Ⅲ. Pink-collar women’s life status

1. The majority are quite satisfied with their life

Only 9.2 per cent say they are dissatisfied with their life. 35.4 per cent are satisfied while 55.5 per cent feel OK.

2. They describe their ideal life：comfort+happiness+family love+freedom

They have a clear definition of an ideal life. Work is not their motivation；money is not their goal either. A comfort life is their priority and they love life itself.

Those under 25 identify more with freedom. Those over 25 identify more with a happy life.

3. Pink-collar women enjoy e-life

Most women go online （86.7 per cent），and on average they spend 24.3 hours a week online.

They do three things online：work （61.8 per cent），emails （49.6 per cent），and entertainment （49.3 per cent）. They also write blogs （37.7 per cent），and join online meetings （31.6 per cent） and parties （19.4 per cent）.

Ⅳ. Conclusion

1. Pink-collar women’s consump