2022
0
China Marketing to Modern Women Market Report 2022
2023-01-07T03:02:44+00:00
OX1101427
3695
159157
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Report
en_GB
“The concept of what makes a good woman is evolving, and modern women have a strong desire to achieve self-development through continuous learning. They are driven by the new principle,…

China Marketing to Modern Women Market Report 2022

£ 3,695 (Excl.Tax)

Description

The China Marketing to Modern Women Market Report 2022 examines women’s preferences in selecting particular purchasing channels, challenges and opportunities brought by the changes in women’s consumption attitudes and advertising styles than can resonate with women effectively. This report provides a comprehensive overview of marketing to the modern woman, along with market projections, segmentation and current industry trends and innovations.

Understand Quickly

  • Modern women’s financial freedom across different demographics and their purchasing power.
  • The dynamic choices of purchasing channels across different categories.
  • Women’s preferences in selecting particular purchasing channels.
  • The types of advertising styles than can resonate with women effectively.
  • Trends in women’s interests and hobbies in leisure time.
  • The challenges and opportunities brought by the changes in women’s consumption attitudes.

Expert Analysis from a Specialist

This report, written by Gloria Gan, a leading analyst in the consumer lifestyles sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The concept of what makes a good woman is evolving, and modern women have a strong desire to achieve self-development through continuous learning. They are driven by the new principle, of striving to be more independent both in finance and in their personal life, and savvier in terms of making purchase decisions. It is time for brands to start a heart-to-heart conversation with modern women. By responding to women’s unmet demands for relaxing during leisure time and developing healthier hobbies, advertisements that echo their pursuit for inner peace and beautiful lives, and show support for diversity in women’s self-achievement will give brands an opportunity to align with women’s changing perceptions and preferences.”

Gloria Gan
Research Analyst

 

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definitions
  2. Executive Summary

    • The market
    • The facts of gender imbalance and the “She economy”
      • Figure 1: Population of men and women at the end of the year, 2002-2021
    • Women’s developed resistance to uncertainty
      • Figure 2: Financial confidence, by gender, 2020-22
    • Women’s spending remains steady despite of the impact of COVID-19
      • Figure 3: Consumption trends, 2020-2022
    • Breaking the beauty anxiety for women
      • Figure 4: Dove’s campaign ‘My Beauty. My Say’ (“我的美,我说了算”)’, 2022
    • Actively promoting new lifestyle value of modern families
      • Figure 5: Proya’s campaign ‘Visible Only to Mums (仅妈妈可见)’, 2022
    • Small appliances for the needs and tastes of women
      • Figure 6: Philips’ Fragrance Wind hairdryer, 2021
    • The consumer
    • Married women take big roles in family finances
      • Figure 7: Monthly personal income and disposable personal income, by marital status, 2022
    • Women’s leisure consumption needs reveal dynamic of purchasing channels
      • Figure 8: Usage of new retailing channels, 2022
    • Creative product introductions become the key in social ecommerce and short video platforms
      • Figure 9: Benefits of selected purchasing channels, 2022
    • Real-life harmony is more revered than fantasies
      • Figure 10: Favourable advertising style, by gender, 2022
    • Variety shows/TV series are the best sources of entertainment
      • Figure 11: Interested leisure activities, 2022
    • Keep learning remains one of the most important attributes for a “good woman”
      • Figure 12: Qualities of good man and woman, 2022
    • Modern women become smarter consumers
      • Figure 13: Changes in consumption attitudes, 2022
    • What we think
  3. Issues and Insights

    • Encouraging confidence and diversity in women’s self-development
    • The facts
    • The implications
      • Figure 14: Zhiben’s campaign ‘Be whoever you want to be(想打什么牌,随自己。想成为什么样,随自己)’, 2022
    • To inspire creativity in the consumption as a form of leisure
    • The facts
    • The implications
      • Figure 15: CHALI’s DIY menu collaborating with KOLs, 2022
    • To arouse interest in a de-stressing and gamified way
    • The facts
    • The implications
      • Figure 16: Luckin Qi Xi campaign, 2022
      • Figure 17: Benefit x XiaoGuo Fun Factory, 2021
  4. Market Factors

    • The facts of gender imbalance and the “She economy”
      • Figure 18: Population of men and women at the end of the year, 2002-21
    • Women’s developed resistance to uncertainty
      • Figure 19: Financial confidence, by gender, 2020-22
    • Women’s spending remains steady despite of the impact of COVID-19
      • Figure 20: Consumption trends, 2020-2022
    • Desires for luxury products seen slight rise
      • Figure 21: Desire for luxury, 2020-22
    • Empowering women through fashion
  5. Marketing Activities

    • Breaking the beauty anxiety for women
      • Figure 22: Dove’s campaign ‘My Beauty. My Say’ (“我的美,我说了算”), 2022
      • Figure 23: Nweiwai’s campaign ‘No Body is Nobody’, 2020-22
    • Actively promoting new lifestyle value of modern families
      • Figure 24: Proya’s campaign ‘Visible Only to Mums (仅妈妈可见)’, 2022
      • Figure 25: OMO’s sponsor of variety show ‘Mr. Housework (做家务的男人)’, 2022
    • Cultural engagement through immersive omni-channel experiences
      • Figure 26: LV’s new offline store in Chengdu and brand’s game ‘Mah Jump’, 2022
    • Introducing women’s power in digital and virtual world
      • Figure 27: PUBG Mobile female virtual spokesperson’s talk, 2022
  6. New Product Trends

    • Small appliances to the need and taste of women
      • Figure 28: Philips’ Fragrance Wind hairdryer, 2021
      • Figure 29: Bear’s exclusive humidifier collaborating with Winona, 2022
    • Green package calling for “small but influential” efforts
      • Figure 30: CHOCDAY’s package showing zero sugar and sustainability effort, 2022
    • Babycare re-designed baby care products for daddy
      • Figure 31: Babycares’ diaper bag and building table for man, 2022
  7. Financial Freedom

    • Married women take big roles in family finances
      • Figure 32: Monthly personal income and disposable personal income, by marital status, 2022
    • The more financial independence, the less share of financial freedom
      • Figure 33: Monthly personal income and disposable personal income, by monthly personal income, 2022
    • Regional gaps in financial freedom are narrowing
      • Figure 34: Monthly personal income and disposable personal income, by region, 2022
  8. Increased Usage of New Retailing Channels

    • Women’s leisure consumption needs reveal purchasing channel dynamics
      • Figure 35: Increased usage of new retailing channels, 2022
    • Social ecommerce gets increasingly popular among 30-49s
      • Figure 36: Increased usage of selected channels – social ecommerce platforms, by age, 2022
    • Usage of beauty brands’ official website/apps mainly stay within tier 1 cities’ young women
      • Figure 37: Increased usage of selected channels – Brands’ official website/apps (beauty/personal care products), by city and age, 2022
  9. Recognised Benefits of Shopping Channels

    • Creative product introductions become the key in social ecommerce and short video platforms
      • Figure 38: Benefits of selected purchasing channels, 2022
    • Quick and short introduction style in short video even more welcomed in tier 1 cities
      • Figure 39: Selected benefits of selected purchasing channels – Attractive introduction to the product, by city tier, 2022
    • A great desire for offline experiences regardless of the young and the old
      • Figure 40: Selected benefits of selected purchasing channels – Brick and mortar stores, by age, 2022
  10. Favourable Advertising Style

    • Real-life harmony is far more revered than fantasies
      • Figure 41: Favourable advertising style, by gender, 2022
    • Inspirational stories of success less engaging to the young
      • Figure 42: Selected favourable advertising style, by age, 2022
    • Stories of charity touch high-income female consumers in lower tier cities
      • Figure 43: Selected favourable advertising style, by city tier and monthly household income, 2022
  11. Leisure Time and Hobbies

    • Variety shows/TV series – the best source of entertainment
      • Figure 44: Interested leisure activities, 2022
    • Families desire more healthy and outdoor activities
      • Figure 45: Selected interested leisure activities, by living situation, 2022
    • Cooking and bakery become mom’s favourite
      • Figure 46: Selected interested leisure activities, by marital status, 2022
  12. Perceptions of Good Men and Women Attributes

    • Keep learning remains one of the most important attributes for a “good woman”
      • Figure 47: Qualities of good man and woman, 2022
    • Cooking skills are more important for a good man than for a good woman in the eyes of young women
      • Figure 48: Selected qualities of good man and woman (selected), by age, 2022
    • Women of middle and high income have higher expectation on men’s self-discipline capabilities
      • Figure 49: Selected qualities of good man (selected), by monthly personal income, 2022
  13. Changes in Consumption Attitudes

    • Modern women become smarter consumers
      • Figure 50: Changes in consumption attitudes, 2022
    • Young women aged 18-29 are savvier in purchasing while women in their 40s focus on health and sustainability
      • Figure 51: Changes in selected consumption attitudes, by age, 2022
    • One in four young women become wary of push marketing
      • Figure 52: Changes in selected consumption attitudes, by age, 2022
  14. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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*databooks not available with UK B2B Industry reports.

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