Editor | Houlang Finance
2020 is the first year to discuss women's issues. From "Braving the Wind and Waves" to "Nothing but 30" to "Hi, Mom", whether it is a variety show or a film and television work, all women's topics must be hot searched. According to the Hurun Women Entrepreneurs List 2020, the total wealth of the top 50 women entrepreneurs in China has reached 1.924 trillion yuan, an increase of 577 billion yuan or 43% over last year.
From consumer women to consumer women.
The continuous improvement of women's status is a social phenomenon. In the consumer market closest to social life and the entrepreneurial field that constantly brings new changes to the consumer market, the rise of women's power is equally remarkable. This phenomenon is named "her economy".
Baidu Encyclopedia's economic explanation for her is that with the improvement of women's economic and social status, a unique economic circle and economic phenomenon have formed around women's financial consumption. But in this era when everyone has a microphone, netizens have more right to speak. Her Economy reflects that women are becoming more and more economically independent and have more consumer market value.
In the early film and television works, all the themes of the works with women as the main characters are without exception the disputes between mother-in-law and daughter-in-law, housewives, husbands and children. In the past two years, except for "Widowed Husband" with the theme of promoting urban women's fighting spirit, attacking male chauvinism and advocating women's rights in the 1930s, we can clearly see the changes of women's social status.
From the consumer market, during the Republic of China, "beautiful women" were the protagonists of advertisements, and they attracted male consumers with their enchanting posture and good looks. Now Dior has launched a series of movies with the theme of "Natural Self", which conveys the exemplary strength of tenacity and freedom, inspires women to be high-spirited and truly realizes the transformation from consumer women to consumer women. Topics are more active on major social platforms, which also makes various businesses start to make a fuss about catering to women's consumption.
65438+1On October 22nd, the first program of "Braving the Wind and Waves 2" was officially launched. On that day, nearly 30 related topics appeared on the hot search list of Weibo. But Sister Lang 2 is not as good as Sister Lang 1. Sister 1 is called the phenomenal variety show in 2020, which is not only reflected in the household name of the program, but also intuitively reflected in the financial statements of Mango Hypermedia. The company expects the annual performance to rise in the same direction in 2020, and the expected net profit returned to the mother is 65.438+0.9 billion yuan-2 billion yuan, up 64.32%-72.97% year-on-year. At the same time, the number of effective members of Mango TV, a long video platform owned by Mango Hypermedia, has reached 36 1.3 million by the end of TV2020, nearly doubling from the beginning of the year.
Women hold the lifeblood of consumption.
On the eve of March 8, Tmall released the report "Her Power", which showed that 2020 was a difficult year under the epidemic and a year when new consumer brands broke out. A number of new brands such as Perfect Diary, POP MART, Sandun Half, Wang Baobao, etc. Financing has been obtained in succession, and new consumer brands are thriving.
I have to admit that behind the rise of new consumer brands, it is Qian Qian's "chopping hands". "Among the susceptible people of Tmall's new brand, women account for 70%; More than 80% of the new head brands are related to female consumption. The total turnover of Tmall's new brand exceeded 76 million yuan, of which 53.2 million yuan came from the consumption of female consumers.
These data are enough to show that women have mastered the economic lifeline. The employment rate of women in China has reached 70%, and three-quarters of women are in charge of family financial management. The ability of economic independence and the power of family financial management allow women to control their own consumption power, which is one of the most important reasons why women become consumers. Which world is not a woman's, namely "Yan value economy", "hot mom economy", "slimming economy" and "fan economy", should have been a game market dominated by men, and women began to make money.
"Last year's clothes don't deserve me this year." In the face value economy, the scale of China cosmetics market has reached 800 billion in 2020, and the myth of hyaluronic acid has also been achieved in the medical and beauty industry. The average monthly consumption of women is as high as 7.2 times.
After 95, I like being a mother. "Hot mom economy" has become a new trend. After 95, the Buddhist babies made them become the main force in the maternal and child consumption market. Some institutions have even launched one-stop services such as production, month-end center, postpartum slimming and early education, specifically to solve the problem of novice mothers who have money to do things.
"Female powder fighter, Pick loves beans and flowers." Luhan 20 1 1 ranks second in Forbes celebrity list in annual income. TFboys is a birthday present, and fans sent prime-time advertisements to Times Square in new york. This is all thrown out by female fans with money.
"Not just brothers, but sisters." Playing games is no longer a male pastime. There are more than 1 100 million female players in the glory of the king, accounting for 54% of the total. In 2020, the market size of women's games will reach 56.84 billion yuan. Since 20 15, the miracle has started the era of "her game", and the "her game" market has maintained the rhythm of one or two explosions a year, and "Love and Producer" even set off a market boom. Women are not only half the sky of the family, but also half the sky of the consumer market in China.
With the rise of "her economy", "her marketing" has reached a climax.
Looking back on this year's March 8 Women's Day marketing, the marketing concepts of major brands are mainly to break the female prejudice, pay tribute to women, and gain the value recognition of female consumer groups, thus improving the exposure and increasing sales. As a domestic head real estate platform-Anjuke, insight into women's issues and brand building will be extremely simple and skilled.
Digging deep into women's inner strength and independence, centering on the theme of "every female homeowner is a big woman", Olivia, Fu Seoul and other stars are selected as spokespersons to gain insight into women's choice of housing for a better life, and to complete the emotional projection between female users and their families, which has been strongly drained in Weibo and two popular platforms. Two days after the launch, the reading volume and discussion volume of the two platforms exceeded 700 million, and the strength exceeded 339,000.
The brand-new marketing advertisement launched by Tencent Map has torn off the stereotype that women are "road killers" and explained that good drivers have nothing to do with gender, but only with good habits. Tencent found the social pain point perfectly and triggered a strong buzz, which effectively enhanced the brand goodwill of consumers.
With the arrival of Mother's Day, "Thanksgiving Economy" began to recover.
The afterheat of the May Day promotion is still there. Mother's Day is coming, and filial sons and daughters also take action, setting off a "Mother's Day" consumption boom. Thanksgiving Economy began to recover, which is another marketing pk competition around Her Economy. Recently, search terms such as "Mother's Day" and "Mother's Gift" on Taobao have been constantly exploded. The default entry of Taobao was changed to "Mother's Day gift for mother" and "Mother's gift is very practical", so the children on Taobao ignited the "Thanksgiving Economy" on Mother's Day. Weibo Topic # What Gift to Give Mom on Mother's Day # The reading volume is over 520 million.
Every Mother's Day, all kinds of women's clothes, flowers and greeting cards are bound to become "Taobao TOP3 explosions". Different from previous years, this year's flower express business has increased significantly, and the post-85 s and post-90 s consumer groups have become the absolute main force, with a per capita consumption of about 65.4 yuan. Not only like to buy carnations, lilies, roses and other flowers, but also fashionable eternal flowers, elegant corsage and durable dried flowers have squeezed into the mainstream of consumption this time.
At 7: 30 pm on May 3rd, a special live broadcast of Mother's Day was held in Li Jiaqi. The number of live viewers was as high as 9.997 million, and the products covered mother's day gifts such as massage supplies, jewelry and health care products. In addition to traditional gifts, TomFord and vivo brands are also involved.
Whether you admit it or not, "her economy" has become a huge export. If the emerging "other economy" enterprises grasp the core female users, it is equivalent to grasping the core of household consumption. But then again, this is a proposition around women. In today's society, the prejudice against women has not been completely eliminated, and there is still a long way to go to re-examine "her economy".
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