Shifting social and economic norms are driving the emergence of new consumer communities among Chinese women. Traditional perceptions of a woman’s role in society and the family are being increasingly challenged as a generation of post-90s professional women embody a new confidence and success as they become more and more discerning in their engagement with brands. From fashion and beauty to design and childrenswear, China’s new era women are premium consumers creating a new identity for themselves.

As this younger generation start families of their own, a new term has emerged to describe this phenomenon: the rise of the Spicy Mums (辣妈). These are independent women who manage to juggle work and family whilst pursuing their own interests, hobbies and healthy lifestyle - all whilst looking glamorous.

Drawing on TONG’s rich on-the-ground insights and experience, this event will demystify this all-important segment with tips on how brands across fashion, beauty, mother and baby, and lifestyle can best engage with this trend. Here, our panel of brands and market specialists will bring together China’s female voices to explore market trends and community subcultures from online parenting to single motherhood and female self-fulfilment. Join us to learn more about:

• Female customer attitudes, behaviours and purchasing motivations in 2023
• Deep diving into China's new female consumer and how brands can engage through an integrated approach across product, brand and community building
• How to create winning customer experience strategies and solutions by understanding different perspectives of China's female consumers
• Opportunities and challenges in China’s female consumer market today with a lens on the future

Speakers/panelist: TBC