Decoding “She” Marketing — Brands and Feminism Collaborating for Mutual Success in China
Along with the continuous rise of feminist topics, numerous brands are actively engaging in feminist-related marketing discussions, viewing it as a challenging yet potentially highly rewarding avenue for traffic. In 2023, hailed as the inaugural year of feminist marketing in China, brands are facing a crucial decision: whether to continue focusing on commodity feminism, leveraging the dividends of feminist marketing, or to become a genuinely women-friendly brand that engages in meaningful dialogues with women.
If whether to continue focusing on commodity feminism, leveraging the dividends of feminist marketing, or to become a genuinely women-friendly brand that engages in meaningful dialogues with women.
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Co Authored: Lily Zhou, WanQing Zhang
However, not all brands are suitable for adopting feminist marketing strategies. Before deciding to take this step, brands need to carefully consider several aspects:
1. **Excellence in Brand Experience:** Examine the overall product experience from the perspective of female consumers, including design, functionality, quality, price, and after-sales service. By deeply listening to the needs of female consumers in different life stages, lifestyles, and aesthetic preferences, integrate these requirements into key aspects of product innovation, providing more segmented and specialized products.
2. **Sustainability of Brand Values:** Highlighting female empowerment should not be limited to a specific period or event. To ensure that the brand's values resonate with users, the brand needs to embody respect, understanding, and support for women in every decision, product, and service. This requires continuous listening to the needs, expectations, and challenges of women.
3. **Women-Friendly Internally:** The female audience that brands face includes not only female consumers targeted in marketing but also internal female employees. To build a genuinely women-friendly brand, consider whether the brand is friendly enough in terms of gender equality, providing fair compensation, and offering equal opportunities for promotion. This not only impacts employee job satisfaction and loyalty but also strengthens the trust and recognition of the brand among female consumers.