According to an Accenture report, Chinese female consumers control up to 10 trillion yuan in consumer spending every year.

Among Tmall’s top new HE Tuber brands, 80% focus on women’s consumption needs; 70% of the new brands’ susceptible groups are women.

Capturing female consumers has become the key for brands to seize new growth.

1. Do you really understand female consumers?

Li Mingshou, a former vice president of Baidu, once said that an effective market must meet at least these four conditions:

①Have a group of actual customers;

②These customers generally have certain needs;

③Have a range of products and services to meet their needs;

④Consumers in the market refer to each other when deciding to purchase.

Looking at the female consumer market, we can see the actual existence of 400 million female consumers. Their actual needs for maternal and child care, personal care, household cleaning, etc. have also given rise to a number of new talents such as bebebus, Jiao Nei, and Ubras. brand.

The most important thing is Article 4, consumers in the market refer to each other. This is the key for most new product companies to successfully launch into the market.

Among them, young women are the most representative. For example, for the popular beauty products on the Xiaohongshu App, the ladies would either post to ask for recommendations for exquisite products, or show off the buyers’ exquisite lifestyles.

With mutual reference, they also contribute to the brand's reputation fission and rapid rise.

Perfect Diary has grabbed the bonus. As early as September 2019, Perfect Diary launched a batch of new products. In this month, it promoted 1-2 of its products on Xiaohongshu.

At one time, Perfect Diary had more than 1 million fans on Xiaohongshu, and the number of notes taken by ladies and sisters reached 100,000+. This helped Perfect Diary become Tmall’s first cosmetics brand with sales exceeding 100 million that year, and its all-day performance made it the first domestic brand to top Tmall’s Double 11 cosmetics list.

Among the many notes, three behavioral characteristics of female consumers are generally shown:

The first is to focus on the sophistication and practicality of products.

In Xiaohongshu, there are more than 8.74 million notes about "exquisiteness", including exquisite women's daily, exquisite food, exquisite camping, exquisite goodies...

iiMedia Consulting, through data analysis of underwear, maternal and infant, health care, passenger cars, sports shoes and clothing, low-alcohol wine and other fields, concluded that women are more willing to pay for "practical and exquisite".

Secondly, there is the rise of women’s self-contained consumption.

The "2022 Women's Consumption Trend Report" shows that the proportion of women's self-pleasure consumption has increased significantly in 2021. The amount of self-pleasure consumption exceeds family consumption, accounting for 54%, and the transaction value increased by nearly 30% year-on-year.