Since establishing International Women’s Day in China in 1949, Chinese society has made tremendous progress in gender equality in many aspects such as education, economic welfare, and social status. The recognition of Women’s Day has sparked women’s consciousness and protected many women oppressed by feudalism at that time. Today, Women’s Day inspires people to take action and promote social change to advance gender equality and women’s rights.
Download our report on the She Economy in China
However, in recent years, an increasing number of e-commerce businesses have used it as a gimmick to promote shopping among female consumers, diluting the significance and role of Women’s Day in China by replacing it with “Goddess Day” (女神节). Douyin e-commerce report shows that the volume of female shopping orders on Douyin e-commerce has increased by 65% year-on-year, and the proportion of female users’ consumption turnover exceeds 60%, indicating a significant trend of proactive consumption. With the increasing voice against the stigmatization of “women” (妇女) and the strengthening of feminist consciousness, women have begun to resist “Goddess Day,” a term defined by externality, especially merchants.
Moreover, Sheconomy (她经济) vigorously drives economic growth, and female consumers have become an undeniable force. Brands naturally cannot miss this business opportunity and continuously launch activities and products targeting Chinese female consumers. Although many brands use this as a gimmick, we can also find that many brands use their influence to speak up for women and provide more assistance to them.
Inspiring inclusion: brands taking action this Women’s Day
The theme of this year’s International Women’s Day is ‘Inspire Inclusion,’ underscoring the importance of diversity and empowerment in society. It advocates for society to view women from diverse backgrounds with greater understanding and inclusivity. Simultaneously, it calls for the abandonment of prejudice and stereotypes against women, fostering the creation of a free, pluralistic, and egalitarian society for women, empowering them to fight for their rights.
Purcotton’s menstrual care for all: making a difference in mountainous regions
Purcotton (全棉时代), a local brand in China, is dedicated to utilizing natural cotton to create comfortable, healthy, and environmentally friendly life care products. Guided by the vision of ‘Purcotton changes the world,’ they advocate for a safe, joyful, and sustainable lifestyle centered around cotton. This Women’s Day, in collaboration with the China Women’s Development Foundation, Purcotton launched the ‘Nice For Her‘ (美好予她) menstrual hygiene campaign.
Its sanitary napkin brand, Princess Nice (奈斯公主), is favored by consumers with the characteristics of being made of pure cotton and antibacterial, making it a domestic emerging brand. They provided menstrual products to 12,000 girls in mountainous regions, conducted menstrual education classes, and promoted physiological awareness among children. This initiative addresses poor sanitation issues and encourages acceptance of menstruation. This public welfare activity not only focuses on women’s health but also respects and improves women’s self-awareness and self-worth. Moreover, it also raises awareness among adult women about the importance of embracing menstruation.
Winona’s celebration of strength: honoring the unsung female heroes
Winona(薇诺娜), a local skincare brand in China, has remained dedicated to its professional brand characteristics over the years, earning the trust of consumers. On this special occasion, Winona shone a spotlight on the female employees who contribute to the brand’s success. From process engineers and quality inspectors to warehouse managers, they are the unsung heroes behind Winona, embodying the brand’s strength and integrity.
Through these advertisements, Winona aims to convey the message that beauty is not merely skin-deep but also stems from diligence and dedication. These female employees exemplify the power and allure of women through their actions, serving as a source of pride for both the Winona brand and society as a whole. Consumers’ respect and trust in Winona stem not only from the quality of its products but also from the brand’s commitment to honoring and supporting women. Winona demonstrates its appreciation and respect for women through tangible actions, ensuring that consumers not only purchase products but also feel the warmth and sincerity of the brand.
KANS and Li Yunxiao: empowering women through traditional opera culture
KANS(韩束) is a brand specifically targeting the anti-aging skincare needs of young consumers. Collaborating with well-known celebrities and internet influencers, the brand caters to the demands of young consumers. KANS has long been focusing on women and encouraging women to love themselves. Last year, it released a video focusing on women’s mental health in society.
This Women’s Day in China, KANS joined hands with professional Yue (越) opera actress Li Yunxiao (李云霄) to voice out for traditional Chinese theater female artists whilst showcasing the brand’s unique charm and social responsibility. The short video highlights the hardships faced by female artists behind the scenes and calls on society to pay more attention to the development status of traditional Chinese opera and female artists, providing them with more support and assistance.
Why are these Women’s Day campaigns resonant in China?
With the rise of female empowerment, more women have gained and have begun to reject too much commercialization of Women’s Day and strive to restore China’s Women’s Day to its original meaning. Women are now placing greater value on their abilities and strengths. They are breaking away from traditional definitions and seeking more recognition and support from society, particularly for marginalized and disadvantaged women.
Different professions and hobbies must be understood and supported by the public, with their talents and efforts acknowledged, especially by other women who may be struggling with self-doubt and societal pressures. These advertisements feature women from diverse backgrounds, showcasing their power and limitless potential in the simplest manner possible. These brands not only respect and understand women but also celebrate them. Female consumers may relate to these experiences or feel empowered by the brand’s acknowledgment and support of women, leading to a strong resonance.
Women’s Day in China: The Crucial Role of Brand-Consumer Resonance
- Chinese women are increasingly embracing self-awareness and are actively resisting consumer gimmicks.
- Chinese women play a significant role in driving consumption, and the sheconomy is steadily expanding in size and influence.
- Purcotton works with charities to help girls with menstrual problems in marginalized mountain areas
- Winona focuses on the female employees behind the brand, showing that women’s beauty is more than appearance
- KANS focused on traditional Chinese opera and paid attention to and supported the career status of female artists
