Women are the dominant force in China’s consumer market, accounting for more than 70% of Chinese home purchases, including luxury goods, consumer goods and online shopping, according to Alibaba research. Digital B2B Outlook 2023 — Brands have a great opportunity to take advantage of this burgeoning demographic.
But to access that potential, we will have to deal with new problems in 2023.she is the economyUnderstand trends such as increased premiumization and the rise of functional foods to better co-brand and market to target audiences, including special occasions to celebrate all things women, such as International Women’s Day and the 3.8 Women’s Day Festival. Learn how to do it. what will fall tomorrow.
Women’s Day on major e-commerce platforms
3.8 Women’s Day Festival is an important marketing event for Chinese e-commerce platforms, targeting women demographics with special discounts on products that meet women’s interests and needs. The festival coincides with International Women’s Day and has grown into a significant opportunity for businesses to increase sales and attract new customers.
With China’s e-commerce industry booming, events like festivals will become even more important for businesses looking to showcase their products and services, increase brand awareness and cater to the lucrative female demographic. expected to be.
By participating in Women’s Day campaigns on e-commerce platforms such as Tmall and JD.com, businesses can attract female consumers. Effective marketing strategies include eye-catching advertising, exclusive discounts, and collaboration with influencers. Last year, Taobao’s Women’s Day campaign attracted 70 million viewers and generated RMB 2.8 billion in sales.
Brands can also leverage Douyin’s ad formats such as hashtag challenges and influencer collaborations to increase brand awareness and encourage sharing of user-generated content. For example, Chinese beauty brand Florasis is Douyin’s live streaming service Last year, to promote its new product. These campaigns offer businesses an opportunity to attract new customers and build loyalty among existing customers.
Increased purchasing power
These business opportunities are China’s “she is the economyFinancially independent young women, especially millennials and Gen Z women, are spending money on themselves for their own well-being rather than playing traditional roles.
This growth has spurred the emergence of women-centric businesses that cater to women’s tastes and needs, making China the world’s third largest consumer market for women, rivaling the German, French and British retail markets combined. To do. south china morning postThis change has also led other companies to target female consumers and promote gender equality in their workforce.
The COVID-19 pandemic has had both positive and negative effects on China’s ‘her economy’. e-commerce and digital platforms accelerate, shop onlineand the share of women in enterprises has improved, while women in the workforce, especially in the service sector, lost job Or experienced a reduction in working hours.
These dynamics fuel the rise of trends that brands must master to succeed.
China is on a mission to upgrade, and so is the consumer market, which is becoming increasingly premium in all sectors. Consumers are now more interested in superior quality and special options. Over 20,000 posts About Xiaohongshu related to the topic of premium alternatives.
For example, demand for luxury skincare and beauty products is increasing, especially among younger generations who prefer mid-to-high-end brands.
get in shape
Functional foods such as products fortified with vitamins, minerals and nutrients to support women’s health needs are becoming increasingly popular in China. food and supplement marketThere is also a growing interest in beauty supplements that claim to improve consumer appearance.
Traditional Chinese medicine and natural remedies are also gaining attention this year, with many women preferring natural plant-based supplements. 50% of Gen Z women People in China report taking vitamins and supplements more frequently than they did before the pandemic.
Understanding the key trends for 2023 is one piece of the puzzle. Putting that knowledge into action is another.
create a strong emotional connection
To connect with female consumers, companies must align their marketing and product offerings with demographic values and interests.For example, companies can implement sustainable practices To appeal to eco-conscious consumers.
Building your brand story around self-care and self-love is also an effective way to evoke emotion and inspire loyalty. Chinese beauty brand Proya’s new tagline, “Gender is not a divide, it’s a prejudice” resonated with Chinese consumers and generated significant engagement on Weibo. Marketing efforts should promote positive messages about gender roles in China and promote diversity and inclusion.
Team up for maximum visibility
Co-branding a Women’s Day campaign is an effective way to capitalize on the emotional significance of the occasion and increase brand awareness. For example, a fashion brand can partner with a beauty brand to tap into each other’s audience by offering a unique Women’s Day gift her set.
For example, Essity’s Libresse partnered with Yongpu Coffee at the 3.8 Women’s Day Festival in 2022 to “Pad storage box” campaignNot only did the collaboration break down social taboos around menstruation and promote gender equality, it also extended Libresse’s reach to a wider audience. Co-branding can provide convenience and a unique product showcase while promoting a meaningful purpose.
beat a woman
Brands should highlight the power and achievements of women, create campaigns that promote gender equality, and offer personalized experiences to better engage this demographic. One way to achieve this is by partnering with organizations that support women’s causes to create content that celebrates women’s achievements.
Personalization such as customized product recommendations, customer service, and exclusive access to events is another effective approach to attracting female consumers. Building emotional connections with these consumers can increase loyalty and foster long-term customer relationships.
Above all, brands need to stay vigilant and keep an eye on developing trends so that they can maximize the spending power of Chinese women.
For more information on these insights, ChoZan’s 2023 Mega Report.
Ashley Galina Dudarenok is a Chinese serial entrepreneur, award-winning digital marketing expert, and three-time bestselling author. She is the founder of her China-focused digital marketing agency. Alaris and digital consulting Nagayama Super reward.