“A great mind is androgynous,” said Virginia Woolf.
In this era, no matter our gender role, we all have the freedom of choice in appearance, personality, career, marriage, etc. We no longer yield to traditional social values. More and more people choose to put aside their own gender and show different, or even opposite, images.
Among them, many Chinese women feel proud to call themselves “The Wo-men,” meaning they are like men, with a strong external and a tender inner appearance, yet they don’t lose feminine sex appeal. All that, just to prove to the outside world their independent performance. For example, Dong Mingzhu, chairman and CEO of Forbes’ globally ranked GREE Group, is hailed as a “legendary business woman”, who conceals her gender. She believes the process of maintaining to leading a society can reflect the power of women. Another example, is famous Chinese actress Fan Bingbing, dubbed “Fan Ye” (Mr. Fan), who once declared: “I don’t want to marry into the purple, I am rich.” She is ranked as the fourth in the list of Forbes Global 2015 highest-paid actresses.
In the era of aesthetic diversity, the emergence of “Wo-men” injects a new connotation for the modern woman’s independence. At the same time, the Chinese and even broader Asian market economies are changing. Recently, Asian Women Online Research, published by The EIU, pointed out that new Asian women are getting richer, financially independent and confident: 43% are in important business positions, 83% contribute to the household income and 15% pay for online shopping for their partners.
So, how do we capture this group of “Wo-men” through marketing?
- Improve the visual aesthetic perception of new media. The use of photos on social networks is extremely popular, and that visual experience makes a lot of sense to women. We need to enrich our approach to pushing out that content, and put more attention toward the improvement of both photo and form.
- Tell the stories from the perspective of women. With the following hot topics— Sunshine Boys, Green Tea Bitches, Fifty Shades of Grey, Cinderella— it‘s not hard to see that women are often the keystones of stories. Although “Wo-men” have a strong appearance, in their heart, there is a deep need for affection.
- Try to shape an image of the Sunshine Boy. Nowadays the gender relationship is no longer the traditional “Cinderella and the Prince.” As women’s strength grows, the definition of the male image by women is also changing. The Sunshine Boy is not a feminine man. He is full of energy, capable of many things and knows about love and caring. If we can move the heart of a woman, we don’t need to worry as much about the degree of brand content we are communicating.
All in all, in a world where women are getting stronger and men are getting gentler, marketing will be more and more interesting!
To download this article in Chinese, click WoMen Era Downloadable PDF.