Female Consumption May Be Late But Never Absent.

If a public number has 80% female fans, its commercial value is much higher than that of the public number with the same quantity and male fans. If a brand has not formulated a marketing strategy specifically for the female market, the product will often be difficult in the market; of course, if a male star does not respect the female group, it will become a black wash. History...

Once upon a time, a woman's ability to hold up half the sky became universal universal value. But now, women can easily make the whole consumer market easy.

Data show: "China has nearly 400 million women aged 20-60 years old. If they are calculated in terms of population size alone, they will form the third largest economy in the world. They have annual consumption expenditure of up to 10 trillion yuan, which is enough to form the third largest consumer market in the world, close to the total retail market in Europe, Germany, France and the United Kingdom "(Accenture: smart win her economy).

Faced with such a huge market, smart businessmen will also first choose the female market. As the only festival for women in a year, the 38 International Women's day will naturally be more and more valued by them.

Affected by the epidemic this year, women's consumption demand has been in a state of depression. Now, with the gradual recovery of logistics, and the early discounts of merchants, they finally "live" in the "buy and sell" business.

This article tries to illustrate the truth from the perspective of women's retaliatory consumption demand, the evolution stage of female consumption, and the creation and marketing of women's products in the future: Women's consumption may be late but never absent.

　　 1 nothing will suppress their buying and buying nature.

The epidemic makes everyone wear masks, but don't naively assume that this will reduce the demand for female consumers.

Let me give you an example. In the Middle East, because of religious reasons, many women usually need to cover their faces. So many people take it for granted: "what cosmetic needs do you have in such a market? But it turns out that strict dress restrictions make makeup an important way for Middle Eastern women to express themselves, especially eye makeup. Women in many Middle East cities need to buy Mascara almost every month.

It's not difficult to explain, because beauty is always a woman's nature. It is never possible to have any customs and outbreaks, which will suppress women's demand for beautiful consumption.

Once the epidemic has eased, the depressed consumer demand for female consumers will rebound at the first time and show retaliatory consumption. Consumer behavior has long given countless explanations to "female consumption".

For example, revenge consumption of category. The epidemic will not only reduce the demand for lipstick, but on the contrary, it will also bring other products of fire.

Such as time point revenge consumption. Earlier, Tencent advertising had a set of data shows: Tanabata consumers shopping demand far more than Valentine's day. This is probably because Valentine's day follows Christmas, new year's day and Spring Festival. Similarly, the consumption demand of new year's day and Spring Festival has been suppressed for a long time. The justification for impulsive consumption may have to wait until May 1 and July 7. So if they see a little discount, they will not be soft hearted.

Another example is the vengeful consumption of the changing season. When the company starts to go back to work, it always needs a few new clothes to reward the self indulging in steamed buns and making cakes.

Another example is social retaliatory consumption. Return to the workplace, makeup is covered by mask, but clothes can not make any mistakes.

And so on. Believe: as long as women find the reasons for consumption, 100 are not enough. In short, women's consumption time and category may be changed, but nothing can suppress women's consumption demands.

　　 2 female consumption: "where to come from" - "where to go"

However, women's consumption is not formed in a day. In many books, women's consumption is summarized into three stages.

　　 The first stage: a good wife and a good mother.

At this time, the most significant feature of female consumption is consumption for others and for family members. Even buying some clothes and products that you like, even in the pedantic sense of "women are pleased with themselves". Brand advertisements often highlight such identities as "mother" and "wife".

　　 The second stage: female soldier type.

At this point, women's consumption begins to take account of themselves and others. "Do not love red makeup, love arms". Women enter society and transform from family to society. At this time, the women's image that people yearn for will often be the heroine of the women's TV series in the workplace, and a series of marketing copyrights that are concerned about the pressure of women in the workplace are also very hot. For example, SK-II's famous advertising blockbuster "she finally went to blind date".

　　 The third stage; ego type.

After a long period of self constraining and releasing, women finally began to examine their needs and value their emotions, and slowly began to define their roles and return to themselves.

Among them, the representative performance is "self satisfied consumption". More and more women are finally willing to please themselves. Coupled with the emergence of the only generation and the satisfaction of material life, "Yue self" has gradually become the main theme of all products and marketing practices. For example, today's Tmall's slogan is "love yourself is great."

Secondly, more and more people begin to discover and love the "UN defined beauty". It is hard for people to be willing to use a stereotype to define female groups. Personalized, diversified and differentiated brands are becoming popular, and to some extent, they coincide with the characteristics of Japan's "third consumer society".

The third obvious feature is that the consumption characteristics of male and female consumers are becoming more and more the same because of the gender difference.

You may have heard some double eleven Tmall and other electricity supplier reports, male consumption groups have begun to rise. For example, men began to join the ranks of cosmetic consumers. The men's cosmetics market is becoming a new blue ocean market, perfume, foundation liquid, lipstick and so on. But don't forget that these are the rest of the women's play. More and more women now like not only to buy cosmetics, but also to collect bags, they also like to collect sneakers, play games, buy game equipment, and taste all kinds of technology products.

Data show that the scale of female gamers has been rising, even with male players. Dyson had seen the tremendous influence of the female market on the hairdryer, and was ready to release the new hairdressing black technology again.

You see, once women get up in the game, black technology and so on, the money for men is only sprinkled.

　　 3 fourth consumption era to create their own way of life and consumption.

Of course, this is not the final stage. Now more and more female consumers are moving towards the fourth stage.

The most notable characteristics of Japan's "fourth consumer society" are brand orientation, local inclination and so on. In this era, people spend money on shopping not only for "eliminating" and "spending", but for creating. That is to say, to consume in order to create one's own way of life. In short, consumers are no longer passive, but a creative and powerful initiative.

At this stage, women do not even pursue popularity or brand, but are willing to spend "self enlightenment and inner enrichment". And then... By the way... Changing the world.

For example, inner self improvement: let me give you a very simple example. Earlier data showed that users of Apple phones tended to outnumber men. But Apple has another official news recently: Apple App Store, Apple Music, iCloud and other Apple products continue to create brilliance. Last night, during the eve of Christmas Eve, users spent a record $1 billion 420 million on App Store. Although there is no direct data, how many products do female users buy APP? But at least there is a possibility that more and more female consumers are willing to spend money to get "inner enrichment".

Another example is the need for healthy fitness: data from the online fitness brand Keep show that during the epidemic period, women account for over 6 of the active users on Keep. On Keep, 41% of female users began to learn dance classes, Zumba, ballet and so on during their home stay. All these can support the trend and direction of female consumption.

　　 Above

You see, women can not only affect the trend of the whole consumer market, but also show different characteristics at different times. A history of female consumption is the history of women's growth.

Therefore, when we build products and make marketing brand, we should return to the needs, motives and trends of female consumers to find the direction. Although they are keen on buying and buying, they often appear irrational or near crazy. But if products and brands fail to grasp their inner thoughts, they often present the other side of "careful calculation" and "hesitation".

Business has always been a materiality expression of demand.

Good products, only with consumers' empathy and market trend, can lead to panic buying by consumers. Perhaps only in this way can we better interpret the saying: "the ultimate meaning of consumption lies in how to live a more fulfilling life".