Female-themed shopping centres are making a comeback in Guangzhou. In January, a shopping centre called 1836 opened in the major commercial district to target women aged between, yes, 18 and 36.

Mo Daoming, the company's Managing Director, said 1836 aimed to provide a pleasurable shopping experience aimed specifically at female consumers.

In choosing fashion brands for the mall, design was the main focus. Make-up artists and fortune-tellers were recruited to offer on-the-spot services, while the proprietors hit upon small, free give-away fashion accessories to pull in the shoppers.

The mall also has child care services, as well as bars, so that men can accompany their partners on shopping trips.

Jiang Guoyuan, Deputy General Manager of the Guangzhou Friendship Group, pointed out that women's spending is higher than men's, with a ratio of around 55:45 at the Friendship Store.

With the economic downturn of last year, women have also beaten the opposite sex in terms of the growth in spending. Sales of women's wear have registered a growth rate 5% higher than men's wear.

An industry source noted that most retailers are targeting female shoppers, because they constitute the major consumer group.

"For the purposes of promotion, a shopping centre with a women's theme is understandable. Yet, in the fiercely competitive Tianhe commercial district [in Guangzhou], whether a business strategy can succeed based on female customers remains to be seen," said that commentator.

The concept has yet to be fully tested by the market.