Years following the concept of “she economy,” a term coined by China’s education ministry in 2007, the women-targeted market continues to be lucrative for Brands. As the majority of household consumption continues to be decided by women, including spending on food, activities and travel, women remain the driving force behind demands and changes in the consumer market.
As a result, Brands are still launching campaigns specifically focused on female consumers, and Women’s Day on March 8 is the worthwhile opportunity to scale up efforts targeting this consumer group to promote products. So, what should Brands consider as they plan to take advantage of this day and “she economy”?
Target audience — who they are, what are their shopping habits and how they benefit from a product or service — is essential to ensuring sales and loyalty. Women in China are multifaceted and have diverse needs, interests and preferences. With easy access to the Internet on mobile phones, e-commerce has become an essential part of their lifestyle. Additionally, these women have multiple roles. They may be Generation Z, mothers or business professionals, and their shopping habits align with their role. With more women working and having greater disposable income, much of their spending is on beauty products, clothing and high-end fashions that please themselves.
As women continue to set trends and lead online purchases, Brands should create e-commerce and social media campaigns that celebrate and applaud them on Women’s Day. Well-known examples of successful schemes include Tmall’s “Queen’s Day” and JD’s “JD Butterfly Day.” Lancôme’s “Unafraid of Age, Speak Up Bravely” campaign touting three famous actresses of different ages and offering women a chance to win a beauty product is another illustration of the importance of understanding the consumer. Effective campaigns like these set the stage for promotion to this audience again in May for 520 and in June 618.
China’s market is highly digital and hyper-dynamic, and social media platforms continue to drive e-commerce. WeChat’s popular messaging app makes it easy for women to shop with JD.com and elsewhere using integrated e-wallets. Weibo is a platform well-liked by women for following the latest trends. Little Red Book, the app that connects Chinese women with luxury fashion and high-end beauty products, links browsers to other consumers with the same interests, establishing confidence to what and where exclusive items are bought.
Brands should utilize a variety of digital platforms, allowing for multidimensional marketing strategies that incorporate content, talent and promotion. KOLs can be leveraged to issue content about the characteristics of products and services that can then be shared through advertisements to specific audiences to help them make purchasing decisions. Celebrities play an important role in drawing attention to new products, differentiating selling points and building consumer trust. As Chinese women search for popular products that are endorsed, this strategy can be very effective for Women's Day.
Every year, Women's Day is an ideal time for Brands to promote products and communicate with Chinese female consumers, especially as “she-economy” thrives and remains a growth market. Successful marketing campaigns take note of this consumer group’s needs and buying habits, incorporate multiple social media platforms, and publicize products based on perceptions, values and trust.
Tolmao Group, an integrated marketing solution provider in Shanghai, China, is dedicated to helping Brands gain an understanding of Chinese consumers and identify the best ways for engaging with them. They know consumer behaviors, social media platforms and the most effective marketing strategies to take advantage of Women’s Day. For more information, contact Tolmao Group.