Marketing to Chinese women is not easy. Brands should be very cautious about perpetuating stereotypes. Tmall, for example, faced a lot of backlash for their 2018 Women’s Day campaign “Living with Feminine Power”, as their idea of “feminine power” included things like dealing with a blister from high-heel shoes, and exercising to try to lose weight. Also, brands should not be tokenistic, and launch a campaign simply for the sake of being feminist. An impactful campaign is one that builds upon the existing brand identity and storytelling. Brands should consider how to relate their story to women in a positive way.

Read More