The Rise of China's Women Consumers Market
In the past few decades, China’s she-economy has undergone astonishing development and growth. According to data from Accenture in 2022, there are nearly 400 million female consumers between the ages of 20 and 60 in China, who control up to 10 trillion RMB in annual consumer spending. This is enough to constitute the world’s third largest consumer market, approaching the total retail markets of Germany, France, and the United Kingdom. From the traditional role of housewives to now professional women and independent consumers, Chinese women have become an indispensable part of China’s economic development.
The rise of Chinese women is driven by various factors. First, the Chinese government has opened the door for women to participate in the economy. Since the economic reform and opening up, the proportion of Chinese women participating in the labor force has risen from 20% to the current 68%. The increase in female employment not only brings economic contributions but also gives women more freedom and economic rights.
Secondly, China’s social and cultural environment also plays a crucial role in the rise of the women’s market. In the past few decades, China’s social values have undergone significant changes, and people’s views and roles of women have also changed greatly. Nowadays, women are not only seen as representatives of traditional roles but also regarded as a driving force for economic growth and social progress.
The rise of China’s women’s market also benefits from the development of the internet and technology. The popularity of the internet makes it easier for women to access new products and services and makes it easier for them to consume and make decisions. With the support of mobile internet and social media, the scale and influence of China’s women’s market continue to expand.
Moreover, in recent years, with the implementation of the national two-child policy and the improvement of the economic development level, the trend of upgrading family consumption in China has become more and more obvious. More and more Chinese women have become family consumption decision-makers, and their consumption ability and brand preferences have become an important driving force in the market.
The Economic Influence of Women in the Chinese Market
According to market research company Kantar Worldpanel, the economic importance of female consumers in China is increasing, and this trend is reflected in the consumer market. In 2020, female consumers accounted for 58% of China’s total consumer market, with 47% of female consumers spending more than men. In addition, women’s consumption levels and frequency in many categories of consumer goods, such as personal care, beauty, and clothing, are also much higher than men.
Because of the importance of women in the Chinese market, many brands have launched various products and services targeting female consumers. For example, cosmetics brand Estée Lauder has launched customized cosmetics products for Asian women, Starbucks has introduced special drinks and desserts aimed at women, and banks and payment companies have also introduced special offers and services for female consumers.
However, to successfully enter the Chinese women consumers market, brands need to better understand the cultural background and consumption behavior of the Chinese female demographics and develop corresponding products and marketing strategies.
International Women's Day for Chinese
International Women’s Day, also known as “Queen’s Day “, “International Women’s Labour Day”, “March 8th” and “Women’s Day”, is a holiday established to celebrate women’s liberation, their fight for legal rights, and their contribution to social and economic development. On this day, marketing messages from major brands also revolve around the unique characteristics and significance of women, and the degree of integration between the brand and the holiday, to build creative designs for their posters!
In 2023, various regions and brands celebrate this day in different ways. Please refer to the following advertising examples from different brand categories .”
本田 Honda: 美丽可以是多样的, 光芒无需隐藏, 女性在这一天就要闪耀，大方展示魅力。
Beauty can be diverse, and radiance doesn’t need to be hidden. Women should shine and confidently display their charm on this day.
珀莱雅 Proya: 性别不是边界线, 偏见才是。珀莱雅邀请你一起摒弃偏见, 解放自由。
Gender is not a boundary, prejudice is. Proya invites you to reject prejudice and liberate yourself.
京东jd.com: 不顾一切造梦的人, 值得一个好梦。不顾一切、偷偷努力的女性, 每一个都值得在这天犒劳自己。
People who dream at all costs deserve a good dream. Women who work hard despite everything deserve to treat themselves on this day
Promote Products in Female's Consumer Market - Brand Strategies
Globally, women’s consumption power and influence have been increasing, becoming an important force driving economic development and social change. The rise of Chinese women and their consumption patterns has also become a hot topic worldwide. In this context, celebrating China Women’s Day has become an important opportunity for brands to promote and market their products. Let’s see how to seize this opportunity.
Firstly, according to relevant reports, the consumption power of Chinese women is constantly growing. On the one hand, the status of women in the family and workplace is constantly improving, with an increasing number of independent female consumers. On the other hand, the consumption demands of women are becoming more diverse and high-end, focusing not only on price but also on quality and service. Therefore, brands need to understand the needs and psychology of female consumers better and launch products and services that meet their needs.
Secondly, brands can take advantage of the celebration of China Women’s Day to launch corresponding products and marketing activities to attract the attention and purchases of female consumers. For example, brands can launch products with female characteristics, such as beauty and skincare products, home decorations, etc., or create marketing activities featuring women as the main characters, such as concerts, dance performances, etc. At the same time, brands can also collaborate with women’s public welfare organizations to provide more care and support to female consumers.
Thirdly, brands can use the celebration of China Women’s Day to enhance their sense of social responsibility and image, winning the favor and trust of female consumers. For example, brands can express their support and respect for women’s rights through speaking up for women, paying attention to women’s health, etc. At the same time, brands can also enhance their sense of social responsibility and public image by launching environmentally-friendly and public welfare-related activities.
Finally, brands need to avoid some inappropriate marketing methods to avoid causing public resentment and controversy. For example, they should not excessively emphasize the gender characteristics of women, nor should they see female consumers only as a purely market target. Instead, they should respect and value the individuality and needs of women, winning their respect and trust.
From the examples below, you will see marketing to the Chinese female consumers does not limit to only beauty and fashion products. Lenovo and Samsung also took this powerful market very seriously.
In summary, the rise of China’s female market has provided brands and marketers with a huge opportunity. With the arrival of China’s Women’s Day, brands can attract consumers and showcase their concern and support through this holiday. From the successful case studies mentioned above, it can be seen that brands should pay attention to the needs of female consumers and incorporate Women’s Day elements into their products and marketing activities to increase consumer interest and engagement.
Of course, brands also need to be careful not to portray female consumers in stereotypical ways in their marketing campaigns and should respect women’s values and lifestyles. As marketers, we need to have a deeper understanding of female consumers, grasp their consumption preferences and trends, and use creativity and flexibility to break traditional marketing models and better connect with female consumers.
More importantly, the above insights do not only apply to female market in Mainland China. Chinese immigrants in North America are like transplanted consumers from the China market, they retain most of their consumers values and behaviors as well as media usage habits. Brands who want to market to the Chinese female consumers in Canada or the US can use similar strategies for their campaigns in North America. Our team at Eastward Media has helped hundreds of marketers and media planners put together winning strategies with powerful programmatic display and videos advertising solutions as well as Chinese social media marketing tactics.
There are also different Chinese festivals over the year which provide the best opportunities for brands to speak to the different target audiences in the Chinese demographics. The next coming up will be 520, Valentine’s Day celebrated by the Chinese new generations on May 20. Click this video blog about 520 to find out more about it or contact us for discussion about the best way and time to market to the Chinese audience for your brand.