Analysis of marketing strategies under the trend of “her economy”!

• Introduction•

The purpose of female consumers buying a product is not just for life needs. Phenomena like "there is always a piece of clothing missing in the wardrobe" and "women are always missing a lipstick" refer to the fact that female consumers' emotional needs when it comes to shopping are far greater than their actual life needs.

"She Economy" is one of the 171 new Chinese words announced by the Ministry of Education in August 2007. With the improvement of women's economic and social status, unique economic circles and phenomena have been formed around the perspectives on women's financial management and consumption.

Because women advocate consumption, it is called "her economy". Modern women have a lot of education and opportunities. They believe that "work is to enjoy life better" and "shopping is more for happiness." Shopping has become an important channel for contemporary women to vent stress.

"A woman is always one lipstick short and one perfume short" really speaks to women's consumer psychology. No matter how many cosmetics and beautiful clothes they have, they will always feel that they have nothing to wear in their closet, and a new lipstick color will always be more suitable for them. In addition, the ubiquitous "planting of grass" on contemporary social networks makes it even more difficult for women who are naturally defenseless against beautiful things to control their desire to consume.

Women in China's mobile Internet population account for 47% of the entire network, and the user scale is growing faster than the entire network. Women born after 2000 have become a new force, with a total scale of over 40 million and a growth rate of 18%, which is three times the growth rate of the entire female group.

Ms. Shi Qingqi, a famous economist, proposed the concept of "female economy", or "her economy". Ms. Shi Qingqi pointed out that more and more businesses are beginning to identify their consumer groups from the perspective of women and research and develop new products.

From the perspective of demand and consumer groups, women's consumer demand shows an "expanding consumption desire", which has led to a series of new consumption trends, provided unlimited opportunities for brands, but also posed greater challenges.

The consumption behavior trends under the "She Economy" are reflected in the following six aspects:

1. Emotional

With the improvement of economic level, female consumers pay more attention to emotional pleasure and satisfaction while paying attention to product quality and practicality. The purpose of female consumers buying a product is not just to meet their life needs. Phenomena like "there is always a piece of clothing missing in the wardrobe" and "women are always missing a lipstick" refer to the fact that female consumers' emotional needs when it comes to shopping are far greater than their actual life needs.

"Women are emotional animals, especially when they encounter things and people they like. If you think a woman is very rational, there is only one reason, that is, she has not encountered things and people that make her heart beat fast."

Modern women prefer products or services that resonate with their own psychological needs. Men often find it difficult to understand why women buy a product, because women make purchase decisions based on the product's appearance and the sense of happiness and ritual it brings. Differences in the product's name, appearance, color, and consumption environment may all become factors that lead women to impulsive and induced purchasing behavior. Therefore, merchants targeting the "her economy" pay more attention to the appearance of goods and the consumption environment. Happiness and ritual are also the principles of attracting consumers that merchants try their best to come up with.

2. Diversity

Due to the improvement of social and economic status, contemporary women are no longer satisfied with a monotonous life and love a stereotyped image. They pursue diversity in life, hope to try different lifestyles, hope to experience a different life through different commodities and consumption experiences, and change their identities to experience other people's lives, commonly known as a sense of immersion.

Female consumers hope that brands can meet their diverse demands, being as quiet as a virgin at work and as agile as a rabbit after get off work. This has also led to the low brand loyalty of female consumers today. If brands want to increase consumer loyalty to the brand, they must go with the flow and present a diverse side.

3. Personalization

More and more women are beginning to pursue personalized clothing brands. Whether it is the national trend style or the hip-hop style, female consumers hope that these clothes can show their own personality.

The reason why a brand is so popular among consumers is that when customers use the product, they feel an improvement in their personalization, which is a personalized shopping experience. In the era of personalized consumption, the role of commodities has become more social. Simply put, they are social business cards. The way one dresses reflects one's taste and can also reveal one's personality and character.

4. Ritualization

Ritual consumption shines brightly under the "she economy". For female consumers, "ritual" is a manifestation of women's inner self-improvement and a tool for self-suggestion in life.

The sense of ritual can not only soothe women's inner needs for emotional expression, such as the sense of happiness brought by small household appliances and the sense of ritual brought by hand diaries, but also the sense of ritual consumption poeticizes the beauty of life.

Moreover, people can gain a sense of accomplishment by “checking in” on social media. The emergence of vlogs has pushed ritual life to the standard throne of “good life” on social networks. Countless young boys and girls try to imitate the ritual “good life” of vloggers, and ritual consumption has become crucial.

5. Leisure

With the development of science and technology and the improvement of production efficiency, many women have begun to change their identities. The traditional female image required by society is no longer applicable in today's era. Even the words "traditional women" and "traditional men" have become a roundabout way of insulting people. Women are liberated from heavy and trivial housework and have significantly more time for themselves.

Leisure is not only a major feature of female consumers in the new era, but also a major consumption trend guided by the "her economy". According to incomplete statistics, Chinese female white-collar workers aged 25 to 40 prefer fitness or beauty treatments in their spare time, and most of them have gym or beauty treatment cards.

6. Autonomy

The proposition that "women are born insecure" seems to never have an answer, but modern women are proving through their own actions that a sense of security is something that one gives oneself. More contemporary women are starting to buy their own homes and cars.

Traditional concepts hold that buying a house and a car is a man’s job, and women are only responsible for supporting the family, having children, and being beautiful. Today, the rate of loans for women buying houses and cars is rising sharply, and buying a house is considered to be one of the most promising areas of consumption for modern women.

Self-reliance is a characteristic of contemporary women, so businesses can try to understand women's consumption concepts from a masculine perspective. For example, houses, cars, e-sports, boxing and other items are all consumption items that contemporary women will consider.

Contemporary women are all pursuing "beautiful and strong, sweet and salty."

Analysis of marketing strategies under the "She Economy":

Based on the analysis of consumption trends under the "she economy", brands should focus on product appearance, product functions, and consumption environment, focus on grasping the psychological development trends of female consumers, continuously satisfy the "complex women's hearts", and continuously exceed the psychological expectations of female consumers.

1. Change the traditional corporate image and become friends with users

If companies want to accurately target the "she economy", they must change their traditional market positioning strategies and should carry out a new market positioning based on the independence and autonomy of contemporary women to make the corporate image more in line with consumer expectations.

The communication theme of Ubras’ Queen’s Day marketing is #My comfort has no circle#. The poster shows 6 women of different ages, identities and body shapes, using their different stories to interpret a common concept #My comfort has no circle#.

1. The inner monologue of a new working mother: "My children and work are my sense of security, a warm home, and a strong shell." 2. The inner monologue of a female skateboarder in the workplace: "A well-fitting suit cannot restrict my freedom to skateboard." 3. The inner monologue of a girl with social anxiety: "I want more friends like it, who are not awkward even if we don't talk." 4. The inner monologue of a solo travel expert: "Blow a dandelion to the world map, and it will tell me where to go next." 5. The inner monologue of a chubby dancer: "How can a chubby girl dance well? She can dance well only when she is happy." 6. The inner monologue of a resigned international student: "I am saying goodbye to my ordinary self by resigning to study abroad, which I have been planning for a long time."

Ubras targets different types of women in modern life and expresses the values ​​and world outlook of contemporary women with copywriting that is closest to their inner voices.

The heart-touching copy expresses the voice of modern women. When conducting market positioning, brands must first understand their target users. Traditional marketing concepts require brands to understand user needs, and new-era marketing concepts require brands to understand the "itch points". The marketing concept under her economy requires brands to understand the difficulties and anxieties of female users, be a listener, speak out their voices, be a quiet listener, and make friends with users.

2. Focus on the emotional appeals of female consumers

The natural differences between men and women result in men's consumption being more rational and women's consumption being more emotional.

In today's picture age, taking photos has become a necessity for women, and Meitu phones are targeting this emotional appeal of female consumers.

In 2012, most people's mobile phones were still priced between 3,000 and 4,000 yuan, but Meitu phones were priced at 5,000 yuan. Before the Meitu phone came out, most female users knew about the Meitu XiuXiu app.

According to relevant data, 70% of Meitu XiuXiu users are women. There is no doubt that the success of Meitu mobile phones is mostly due to the user foundation laid by the Meitu XiuXiu software.

When choosing a mobile phone, female consumers consider more the phone's camera function, unlike male consumers who consider more the phone's performance and cost-effectiveness. Therefore, Apple and Samsung phones have more female supporters than Vivo and OPPO.

It is important to understand the thoughts of female consumers and pay attention to their emotional appeals. The brand marketing strategy under her economy is to create a "brand that understands women's hearts".

3. Help women achieve their “best side”

Both male and female consumers hope that products can show their "best side", and female consumers have stronger demands in this regard. Brands must know how to grasp the potential needs of users.

From the "Olay Sister" who was popular all over the country in the 1990s to the "Fearless of Age" who is now dominating major social platforms, OLAY has always had its own distinctive brand personality.

OLAY’s “Next Stop, No Fear of Age” anti-forced marriage inspirational video for this year’s Spring Festival presents the confident attitude of contemporary women, truly describes the current views of women on marriage and love, grasps the emotional needs and pain points of female consumers, and reshapes the value of women.

On this year's International Women's Day, OLAY invited four spokespeople including Gao Yuanyuan, Lin Chiling, Song Qian, and He Sui, as well as other amateur women from all walks of life and different identities to talk about their own "digital definitions" and share 100 stories of fearlessness of age with consumers. This commercial has been called "the most successful Women's Day marketing case in history."

• Conclusion•

Grasping the psychological needs of female consumers, focusing on grasping the psychological development trends of female consumers, constantly satisfying the "complex woman's heart", and constantly exceeding the psychological expectations of female consumers, this is the way of brand marketing under the "her economy".

Author: Clockwork Brown

Source: PR Home