Want to impress 2021’s Chinese woman?

You’re not alone! There are 682 million women in China currently being inundated with marketing messages. More and more of these are by Chinese brands which, unsurprisingly, understand their target audience very well. In fact, 80% of Tmall’s top new brands in 2020 were focused on female consumer’s needs, all trying to harness the ‘She Power’ 她力量. How can Western brands cut through the noise AND avoid increasing dangers of landmines?

You’ll need some background

Consumer preferences and behaviours of Chinese female consumers are not the same as their counterparts’ in the West. You may already be aware of social pressures, ‘leftover women’, marriage markets, and know about the impacts of the one-child policy. Let’s chat about these, the effects they’ve had, and how consumer and brand conversations have evolved in 2021. Yes, this International Women’s Day saw some campaigns we didn’t think possible a few years ago – let's discuss a couple of those together.

Tapping into the She-Economy

By highlighting recent brand and platform successes in the sphere, we’ll talk about winning strategies and narratives for 2021 and beyond. Expect juxtapositions of shopping festivals vs meaningful messages. Is there a winning formula? We’ll find out together!

Speakers: