China's Two Or Three Line Female Consumer Market Is Growing Rapidly.

October 27th, China

Annual global

Once a 5000 year old "female weak man strong", now the women's revolt women are liberated, and men are forced to become "family cooks".

In twenty-first Century, Chinese women's self-consciousness began to awaken, and women's strength emerged. The consumption status of wives in Chinese families may be rare in the world. Most Chinese women have financial power and become the leading force in the consumer market.

Nowadays, in China's front-line market, the decision-making power of Chinese women's consumption has long grown from traditional groceries, cosmetics and clothing to tourism fitness, cultural education, entertainment and digital products.

Therefore, it can be no exaggeration to say that consumption in the Chinese market has entered "Herstory".

In the face of consumption "her era", enterprises should make full efforts to study the consumption characteristics of women, do well in the marketing strategy of "consumption era", and grasp unlimited business opportunities.

Commodity "she"

As the saying goes, "a woman's business will not lose money". This commercial proverb is no longer a patent for cosmetics and fashion. Today, when women have mastered their wallets, who holds the consumptive psychology of female consumers will have unlimited potential business opportunities.

Therefore, in this consumption "her era", the products of enterprises should be "she", that is to say, try to "cater for" women who master the decision-making power of consumption.

The "fashion" of commodities.

God creates women's face, and women give themselves a face. Women are fashion worshiping animals, enjoying life and pursuing fashion. So when they buy cosmetics, clothing and other products, they focus more on product design, appearance packaging, and care about the effect of beauty. They expect to emphasize the uniqueness of themselves through the use of fashionable, fashionable, novelty and exotic products.

Commodity "feminization".

That is to say, products try to satisfy the "subdivision" market of female consumers, try to maximize the aesthetic taste of female consumers, such as fashion small household appliances, health care products for women, a large number of cartoons and color laptops for office women.

The most typical market is Hsu Chi's "Duo" female mobile phone, whose brand concept is exclusively female mobile phones.

Commodities are "affordable".

For many products, many female consumers are "calculating". Therefore, they try to give them the sense of "economy and practicality" in packaging design, container capacity, product copy, product price, product efficacy and so on, so as to increase sales force of products.

This phenomenon is particularly evident in China's two or three line female consumer market, and enterprises need to study and deal with it.

Terminal "she"

Female consumers are careful not only in shopping but also in shopping environment.

Some special environments will also stimulate consumers' desire to buy. Therefore, merchants will try to "she" in the terminal channel and product display, so as to attract female consumers to come shopping and shopping.

So, we see WAL-MART, Carrefour, big RFA and other KA stores, and strive to create "she" shopping environment, let Grandma, aunt, girl, girl, "happy"; more STARBUCKS star bus, KFC KFC, MCD McDonald and other marketing and consumption places, try our best to create "she" consumption environment, let lovers, men and women, friends, girls, girls choose them again and again.

In the store, "commodity display" is silent dissemination and promotion, the level of means will greatly affect the sales ability of products.

In the "consumer era", commodity display should take into account the characteristics and needs of female consumers in display height, color matching, display style, lighting, decoration, POP and so on.

Moreover, women's pursuit of beauty is endless. Therefore, "commodity display" often needs to be changed to "new faces" to attract customers.

"I perceive" is the last temptation of the terminal, such as clothing products, try to show products to female consumers through models. Women's purchase desire is greatly influenced by intuition, and it is easy to purchase behavior because of emotional factors.

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Promotion of "she"

The rational and pragmatic side of women's consumption is that when products are being promoted, such as washing powder (liquid), shower gel, detergent, edible oil and other products, we must make more use of conventional sales promotion methods such as "buying gifts, discounting, increasing quantity and not increasing the price", so as to attract women's desire to buy and try to satisfy their psychological needs of "living".

The irrationality and impulsiveness of women's consumption, when enterprises promote products, such as cosmetics, clothing and other products, must ensure that the products are fashionable and beautiful, and enterprises must give full play to the "three inch tongue" to guide shopping, break the characteristics of women's consumption that is easy to be influenced by others, and try to use the "Star" strategy to praise consumers.

Impulse is the "devil" of women's psychology. Impulse consumption accounts for 20% of the total expenditure of women, especially in 18-35 year old women, and the number of impulsive consumption is as high as 93.5%.

Therefore, many female consumers will have dozens of pairs of shoes, full of toiletries, clothes full of wardrobe, but always feel less clothes.

This "impulse consumption" mentality largely explains the irrational nature of women's "enjoying life and pursuing fashion".

In addition, the annual sales promotion activities such as Valentine's day, 3.8 women's day, mother's day and Christmas day are the best opportunities for enterprises to implement the promotion of "she".

Dissemination of "she"

In the era of consumption in China, media communication has also changed to "she". Women pay more attention to all kinds of media advertisements than men, and the sensitivity to advertisements is generally higher than that of male consumers.

Therefore, enterprises naturally need to study and face the dissemination of "she".

TV pmission "she".

Television is still the most important communication at present. In the era of consuming "her era", enterprises still have a high degree of dependence on TV advertisements in terms of brand building, product promotion and promotion.

Therefore, the selection of TV series, variety shows, emotional programs, family life programs and other advertising can effectively get the ratings and advertising purchasing power of female consumers.

Plane communication "she" turns.

In magazines / newspaper communication, women are interested in entertainment and leisure magazines, and enterprises should be more "good at them."

Network dissemination "she" turns.

In 2009, Taobao, pat, Dangdang, TOM eBay, Amazon and other five shopping, the proportion of female users between 40-47%, "credit card online shopping" has become a new way of consumption of modern women.

Therefore, enterprise advertising must be "she" and "weaving net".

The terminal spreads "she".

Whether it's TV pmission or plane communication, the final decision to purchase is "terminal is on the door", so the "she" dissemination in the outdoor or terminal will greatly improve the sales force of products.

Consumption "her era", marketing "her era", spread "her era".

Catering to this rising Chinese women's consumer market, your brand will grow rapidly and win greater market share.