"There's no doubt about it, women are the driving force behind Chinese consumerism in 2021. Responsible for three-quarters of household purchasing decisions in China, female annual spending is expected to reach around USD1.2 trillion by 2022. Those are ridiculously impressive stats! And the best way to reach these formidable consumers? It's all about spot-on digital social media campaigns as the marketing tool of choice."
"Chinese women in education and the workforce are at an all-time high. They're leading the way in the entrepreneurial race too. Female consumers now have more financial autonomy and personal freedom than ever before. Empowered to make their own choices, they're spending hard-earned cash freely online. Often preferring Western brands for beauty products and other consumer goods, this market is challenging gender stereotypes and industries typically dominated by male consumers."
Women in China are the dominant consumer force, responsible for about three-quarters of household purchasing decisions and projected to spend roughly USD1.2 trillion annually by 2022. Rising education, workforce participation, entrepreneurship, financial autonomy, and personal freedom have increased female purchasing power and online spending. Many women prefer Western brands for beauty and other goods, challenging gender stereotypes and male-dominated industries. Brands should tailor marketing across fashion, fitness, health, family care, and gaming to meet modern Chinese women's demands. Social media campaigns that build emotional storytelling and connection, reflecting women's education, independence, and ambition, are the most effective marketing tools.
Read at The Drum
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