The consumers in China are mainly women. In the family structure, women control most of the family expenditure. Especially in online shopping platforms, more than 70% of users are women. In online shopping promotions such as "double 11" and "double 12", women have become the main force, contributing greatly to the development of China's e-commerce platforms. Ma Yun, former chairman of Alibaba group, once said that the core of e-commerce is to do a good job in women's business, and providing more convenient platforms for women is the key to the development of Alibaba group. It can be seen that the core of online shopping is to find out women's consumption psychology and develop marketing methods that are more in line with women's thinking.
1、 Female consumption behavior in E-commerce
（1） More female consumers in online shopping
In the process of popularization of online shopping, the number of female consumers has been increasing. According to China's effective statistics, the total consumption of women in the family accounts for 54% of the total household expenditure, which means that women's personal consumption exceeds more than half of the total household consumption. Moreover, considering that women are generally the core of part of male consumption in the family, the proportion of women's actual household expenditure reaches more than 90%. This means that women are the main force in household consumption, and all consumption behaviors are controlled by them. At the same time, male consumption behaviors are controlled by women, and family expenditure is usually not centered on men. After the popularity of online shopping, women's consumption is more obvious. When the sales volume of daily necessities online is significantly lower than that of offline physical stores, the family expenditure controlled by women is dominated by online shopping in terms of time limit. While promoting the development of online shopping, it also creates a shopping model with women as the core.
（2） Female consumers pay attention to cost performance
In the process of online shopping, female consumers usually take the method of repeated comparison to emphasize the cost-effectiveness of products. On the one hand, in online shopping, if consumers have doubts about the physical products, they will repeatedly confirm the product information, repeatedly consider the specifications of the products, and choose the product with the highest cost performance after consideration. On the other hand, women's online shopping is usually non essential, that is, the items they buy are not essential to life. Without proper cost-effective support, consumers are usually unwilling to pay for non essential expenses. In addition, in women's online shopping behavior, leisure time is usually the core. In the process of considering goods, price competition and discount become the main leisure activities, and considering cost-effectiveness becomes a common way. Therefore, female consumers are associated with terms such as "careful", "serious" and even "picky". Products sold to women are often subject to repeated inspection by businesses.
（3） Female consumers are active in shopping
Compared with male consumers, female consumers are the core part of online shopping. According to statistics, among Chinese online shopping consumers, female consumers are far more active than male consumers. Take cosmetics as an example. Male consumers usually buy less than or equal to once a year, while female consumers usually buy "every month" or "every week". The total number of times in a year is basically more than 12. In addition, the frequency of purchase of clothing and other products is also much higher than that of male consumers. This means that in online shopping, female consumers pay more attention to their own consumption and investment than to the amount of consumption. According to the survey, in the case of e-money shopping, people's consumption expenditure has generally increased, which means that e-money will not give people a sense of tension and oppression, and using e-money is a more relaxed behavior. Due to the increase of credit payment platforms such as Huabei and credit card, female consumers are more convenient and usually do not consider the consequences of shopping, so shopping is active.
（4） More emotional consumption behaviors
Research shows that female consumers' shopping behavior is seriously dominated by emotions. More than 90% of female online shopping consumers have emotional consumption behavior, and the consumption proportion exceeds 20% of the total shopping amount. It means that women's online shopping behavior is the catharsis of their emotions. In the study, it also shows that women's mood fluctuates, and their desire to shop will increase. For example, if women are angry, they will choose to buy products to relax; Women are happy and will choose to buy products to express themselves. So that emotional fluctuation has become one of the core elements of women's online shopping.
According to the source of emotion, first of all, subjective emotional consumption, that is, when women are stimulated by external forces, their subjective emotions change, from happy to depressed or from depressed to happy. The shopping behavior resulting from this is called subjective emotional consumption, which is a way for individuals to relieve their feelings. Secondly, objective emotional consumption, that is, women's shopping desire forced by external forces, is usually in a low mood and related to herd mentality.
2、 E-commerce network marketing strategy based on female consumers
（1） Adhere to quality
In online shopping, evaluation becomes an important standard for subsequent consumers to refer to. If the product evaluation is poor, the sales amount will fall accordingly. The marketing strategy with women's shopping as the core requires paying attention to the quality of products and promoting the sales of goods by word of mouth. That is to say, enterprise network marketing cannot ignore the intrinsic quality of goods in order to pursue short-term turnover. Otherwise, it will cause a large area of unsalable products, and the current seven day return without reason and other terms will restrict enterprises to sell inferior products, and ultimately they can only pay for them themselves, which will also cost express delivery. Providing high-quality psychological experience for female consumers through commodities, strengthening female consumers' online consumption behavior, and making online shopping a habit in female consumers' lives will promote the rapid development of enterprises, especially the emergence of online conformity effect, which will quickly ferment products.
（2） Pay attention to beauty
To study the psychology of female consumers, we should start from its essence, based on the principle that women love beauty. In the process of product sales, beauty will become the biggest highlight. Female consumers can't intuitively feel the internal quality of goods when shopping online. Aesthetic appearance is the most explicit and intuitive feature of goods to consumers. Usually, the sales of products with sufficient aesthetic appearance will not be too bad, and even some products have priority in quality, but with excellent appearance, they often become popular products. In this regard, enterprise network marketing needs to strengthen the packaging design of the appearance and shopping atmosphere of goods, whether it is the goods that directly target women for consumption or the goods that mainly target women. For example, huaxizi, a Chinese beauty brand, has become one of the most famous domestic beauty brands with its excellent appearance design, and countless female consumers have become its advocates.
（3） Service optimization
The core of e-commerce lies in the full use of computers. In order to improve the customer experience of female consumers, the comprehensive application of big data systems has become the key to service optimization. The direct effect is that consumers can find the products they need directly on the home page according to their own needs. And the customer relationship management system (CRM) of large-scale data warehouse can record the customer's purchase experience in detail, so as to provide "one-to-one" services for them. After the consumer opens the page, a recommended product will pop up directly, and the style is based on previous purchase experience. At the same time, in future sales, providing consumers with a familiar shopping environment and providing appropriate suggestions or recommending new products according to their personal style with the help of such records will promote the increase of sales categories and ensure the expansion of consumer shopping.
（4） Advocate customization
Internet use is characterized by a high degree of personalization. In the shopping psychology of female consumers, independence becomes the main manifestation. Most women emphasize the uniqueness of products, especially clothing. Once a product becomes popular, it will quickly cool down. Providing more appropriate customization methods for female consumers can stimulate their consumption. In particular, by using the low-cost, fast and convenient information channels provided by the network, manufacturers can quickly take care of the individual requirements of female consumers and provide them with individually customized and mass customized goods and services. And based on the rapid development of the express industry, women with high-quality shopping needs will be effectively attracted. For example, the famous perfume brand black phoenix alchemy provides perfume customization services on the Internet. By sending perfume samples, customers can choose the frequency and combination of fragrance, which meets the needs of a number of top female perfume lovers.
（5） Emphasize price
The original intention of online shopping for female consumers is to make online goods cheaper, which means that price is the trigger to trigger their consumption desire. In online marketing, price has also become one of the most effective means. The main point is that the flexible use of price psychology is not only a reflection of value, but also has social psychological value. That is, the price positioning can trigger people's social psychology. In horizontal comparison and price marking, a person's social status will be shown. Generally, consumers who buy high-priced products have a higher social status, while consumers who buy low-priced products have a lower social status. Therefore, some high-priced products are sold at low prices, which will make female consumers flock to them. At the same time, in the process of purchase, consumers often combine the commodity price with personal will, emotion and personality psychology through association and imagination, and meet the psychological marketing strategy through self-consciousness comparison.
（6） Offline experience
Online shopping has a virtual nature, and female consumers' shopping desire is usually eliminated because they can't see the real thing. In order to stimulate female consumers' shopping desire in marketing strategies, it is necessary to eliminate the boundary between entity and virtual. The offline experience mode has become the mainstream. Ma Yun, former chairman of Alibaba group, once founded the tmall offline experience store. Offline users can experience self owned products in the network, thus realizing online and offline purchases. In order to stimulate online sales, offline experience stores usually do not offer discounts, that is, coupons. Online stores will propose various activities according to different festivals.
（7） Encourage intermediaries
In online shopping, the expansion of channels is conducive to strengthening the shopping desire of female consumers, especially the new channels based on large intermediaries, which usually boast cheaper and better quality and will give consumers more trust. Especially in the field of online channel services, e-commerce intermediaries are well-known and can form a strong sense of identity with both buyers and sellers. For example, Alibaba, tmall, Taobao, jd.com and other intermediaries can make consumers feel more secure when they buy on such platforms; And in terms of technical security control measures, ensuring the safety of consumer consumption information and privacy will help reduce transaction uncertainty, provide enterprises with more accurate customer groups, and make products more directional.
（8） Emphasis on Promotion
The marketing method that directly stimulates the shopping desire of female consumers takes promotion as the core. The success of tmall's double 11 fully explains the importance of promotion. In terms of promotion means, on the one hand, expand advertising strategies, strengthen the dissemination of positive information about online shopping, so that consumers can intuitively understand shopping information. Through a large amount of publicity and promotion information, female consumers' shopping desire will be stimulated and emotional consumption will be guaranteed; On the other hand, it develops special female Internet communities and forums to promote the formation of online female consumer groups, so that online consumption is no longer a static form of purchase, but also meets the psychological needs of women to get social contact through consumption. Under the influence of the herd mentality, group shopping has become a brand-new form of shopping desire, which often leads to some popular products.
To sum up, women are the absolute mainstay of online platforms, which leads to the marketing plan of online platforms focusing on women's shopping thinking, and few corresponding marketing activities are carried out for male users. Therefore, it has become the core of e-commerce to fully study women's consumption psychology and reasonably evaluate women's consumption behavior. In the formulation of marketing activities, women's psychology of beauty, cost performance and service experience should be considered, and intermediaries should be encouraged to provide women with broader shopping channels, instead of emphasizing the sole sales right of goods. That is to say, the increase of women's shopping volume generally depends only on whether the platform is convenient. Therefore, in the future marketing strategy, it is also necessary to include the optimization of the platform.