China female groups reportedly hold around 10 trillion RMB household expenditure, which has become the dominant target audience for brands. As the rise of female consumption has rightly been the key focus in China society, Hylink Digital Solution, together with the other leading consulting and digital marketing firms, recently released the SHEconomy report regarding Chinese female consumer preferences and branding opportunities.
The SHEconomy is mostly driven by the emotional decision-marking combined with the rational thought. It refers to meet the functional demand of female consumers while creating the emotional resonance with them.
We’ve developed four main insights for the brand communication under the SHEconomy, here comes the first two points:
#1 Understand HER emotional needs in every aspect
Research indicates that females have higher emotional intelligence ability (Brackett & Salovery), meanwhile, literature shows that females have an advantage in detecting facial expressions (Farrelly & Austin). Hence, building the BRAND TRUST and BRAND affinity is so important. That is to say, when the brand cooperates with the brand ambassador and influencers; the brand should consider if the chosen person can deliver the exact brand value and resonate with the female audiences properly.
#2 Deliver HER customized message
Data analysis from the interactive social platforms indicates that females prefer one-to-one communication and long-term proactive networking maintenance (Muscanell&Guadagno). To build a long-term relationship with female consumers, brand must embrace a more customized CRM system with a more authentic customer service focus.
