Drivers

Women are not only the leading buyers of everyday products, but also are buyers of big-ticket items, such as cars.

The latest survey by Sinomonitor, a market research company in China, shows that 51.4 percent of household cars in China are owned by women. Women drivers account for 25 percent of Beijing's 3.3 million drivers. This trend is also clearly seen in big cities like Shanghai, Hangzhou and Guangzhou. Data from several auto retailers show sales to women have reached 30 percent of the total number, and this number is expected to grow quickly in coming years.

In addition, even if women don't make independent decisions about family car purchases, their opinions are crucial. Most salespeople understand this principle and make sure they understand "her demand" in order to close the deal.

Comfort and safety are women's primary concerns when buying a car. Looking good is also a vital element in women's purchasing decisions, but complicated auto technologies are less important. In addition, after-sales service is important for women since they are more irritated by car breakdowns than men.

House owners

For women, a house of their own can give them a sense of esteem, independence and safety. Also, it is a long-term investment that may yield unexpected economic gains.

An investigation conducted by the research department of Centaline Property Agency in Beijing shows the percentage of houses owned by single women reached 10.2 percent in 2010, compared to 8 percent in 2009.

"The percentage of houses owned by women will gradually increase. First of all, women are more and more independent nowadays. Second, in those families with only one child, parents will buy houses for their children, no matter whether they are boys or girls," said Zhang Dawei, an analyst of the company.

A report about female consumption in China released by Ernst & Young, one of the largest professional services firms in the world, shows that 23 percent of married women can make independent decisions when buying houses and cars.

Chinese women are now a potent force to be reckoned with in the market place.