Our group identified the target audience as the younger generation of women (20s to 30s) in mainland China by combining brand idea deconstruction, product research, social platform investigation, and user analysis. Initially, we have the following comprehensive considerations: In terms of region, the brand equity, which includes brand recognition, loyalty, and brand association, has a lot of room to grow in the mainland China market as an emerging brand. Its use of Chinese social media platforms is also worth comparing to those of other countries, ensuring we can better plan and customise content based on local social media in practice. Moreover, we are aware of the enormous effect of China’s “her economy” (the female economy) on the age group of customers. With the awakening of spiritual aspirations and consumer consciousness, Chinese women, particularly the younger generation, are playing a significant role in driving consumption and the economy, resulting in a slew of new consumer trends, and driving businesses to offer more personalised and humanised goods and services from a more feminine perspective. (Sun & He, 2022)
In the next stage, we conducted a more detailed consumer profiling study of this group to formulate our marketing plan. Specifically, In China’s “Her economy,” younger women lead vibrant and ambitious lifestyles characterised by unique qualities and personalities. Firstly, they strive for financial independence, emphasising their prowess in financial management and independent spending decisions. Secondly, they value social interactions, actively engaging with others, and sharing sentimental content on social media platforms. Fashion and personal image hold great importance to them as they ardently follow fashion trends and their clothing and aesthetics as a means of self-expression. Additionally, they embrace a healthy lifestyle, actively participating in sports activities and showing enthusiasm for researching nutritious cuisine. Above all, younger women in mainland China demonstrate an independent spirit and firm convictions as they champion their ideals and actively participate in social and equality issues.