{"id":9803,"date":"2022-03-27T07:30:47","date_gmt":"2022-03-27T07:30:47","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=9803"},"modified":"2025-04-23T09:43:02","modified_gmt":"2025-04-23T09:43:02","slug":"how-to-create-a-campaign-that-resonates-with-female-consumers-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-create-a-campaign-that-resonates-with-female-consumers-in-china\/","title":{"rendered":"How to create a campaign that resonates with female consumers in China"},"content":{"rendered":"

China’s female consumers have demonstrated growing purchasing power in recent years, and brands are tapping into this with tailored campaigns. Qing Na<\/strong> from Dao Insights<\/strong> looks at some successful International Women\u2019s Day <\/b>campaigns from this year that captured the attention of female consumers<\/h2>\n

The fast growth of China\u2019s so-called \u2018She Economy\u2019 has drawn the attention of many brands, with International Women\u2019s Day becoming the most important event of the year in the competition to win over China\u2019s female consumers. In the lead up to International Women\u2019s Day (8 March) this year, women of different age groups drove up consumption in sectors ranging from household products to strength training equipment to smart home devices. However, rushing to join the race to capture the attention of China\u2019s highly coveted female consumer doesn\u2019t guarantee a win. It’s therefore worth looking at some successful examples of see how others have managed it.<\/p>\n

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Proya: Gender is never a boundary, prejudice is<\/h4>\n

Following the success of its campaign last year<\/span><\/a>, the Chinese cosmetics brand Proya revived its hit campaign titled \u201cGender is never a boundary, prejudice is.\u201d The brand continued to challenge the assumptions made about women based on long-standing gender roles. Other brands from a wide range of industries also participated in the themed event, including women\u2019s sportswear brand Maia Active, baby product maker Babycare and toy maker Kidsland, as well as short video platform Kuaishou and Chinese food delivery giant Meituan.\u00a0<\/span><\/p>\n

In addition to the campaign, Proya produced a short film called Lion Dancing Girls and a special mini-documentary discussing the urgent need for better sex education. The short film features a women\u2019s lion dancing team from Guangzhou, and was narrated by Wang Shuang, a Chinese female footballer. Through this campaign, Proya played on the country\u2019s sports pride, especially the recent rise in support for women\u2019s football following their victory at the AFC Women\u2019s Asian Cup earlier this year.<\/p>\n

https:\/\/focus.cbbc.org\/wp-content\/uploads\/2022\/03\/Proya.mp4<\/a><\/video><\/div>\n

These campaigns have also set Proya apart by highlighting that gender issues should not be exclusive to women, but are equally important for men too. While women can be as strong as a lion, men shouldn\u2019t be judged for being soft or delicate, or for displaying any of the traits that are traditionally associated with women. This helped the campaign resonate with more sections of society.\u00a0<\/span><\/p>\n