China has undergone drastic changes in its spending habits these past 10 years. The main factors contributing to the change in Chinese consumerism is the rise of disposable income, social pressure and everything going digital. It used to be that men held the wallets and gave their credit card to their wife/girlfriend/mistress(es). Now, things have changed, girls and young women do it themselves, and they already have deep-rooted habits.
Girls go online, and they hold the wallet now!
As a Fashion or a cosmetic brand, you need to be aware of the young ladies behavior to use the right place to send the right message. Two words here: social networks. This is especially true for the 18 to 30-year-olds that truly love shopping online. Wide offers, lower prices, tons and tons of advice on how to best use the products they use and wear. The Internet is THE way for them. It has been shown that they have become the biggest spenders in relationship to their wages (e-commerce China). Lastly, Chinese women see e-commerce as a fun part of their lifestyle. Now, where do they go to get information before actually buying fashion or cosmetics?
Chinese girls like to go on Wechat to get a first impression of a brand or give feedback telling their friends how good the product was.
A company’s Wechat official account allows a brand to stay close to its users and share content and latest news. According to the Tencent report, Wechat is directly responsible for USD 232 million in spending. Wechat is a great tool for spreading the word about your business through high-quality content. 41% of Wechat users follow the official account to stay up to date with the latest information.
Wechat is the main network Chinese netizens like to be on, men and women alike.
Meilishuo is a shopping guide for Chinese. It was founded in 2009. The platform specializes in women’s fashion and cosmetics. In Chinese, its name means “conversation about beauty”. Meilishuo helps women find cosmetics, clothing, bags, and footwear. Users can find experts, shops, make group purchases, share shopping links and learn more about their favorite products.
When users go on Meilishuo, it’s like going to a mall.
Meilishuo numbers since its launch in March 2010:
- 3.2 million users
- 164 million page views
- An average of 51 page views per user
Meilishuo focuses on working class women ages 20 – 25; they’re the ones with the most of the purchasing power in China. 35% of platform users are in cities like Beijing and Shanghai. (Crunch base)
Founded by Chen Qi, Mogujie focuses on fashion and accessories like bags and beauty products and cosmetics. It was acquired in 2013 by Alibaba for USD 200 million. This site receives income based on the number of users redirected to Taobao.
Unlike Taobao, Mogujie wants to control the platform so to not harm the sales of each store, this while Taobao has more mass market offering. What makes the originality of the concept Mogujie according to comments received by the China Daily, is the opportunity to receive advice even as we make shopping online. Such as what are the trendiest cosmetics in use or what is best for who.The main users of the site are looking for fashion and cosmetics that they can’t find on Taobao. The success of Mogujie relies on Taobao’s inability to provide services to fashion consumers. Mogujie, even though bought by Alibaba, remains a candidate to be reckoned with as the flagship platform of Alibaba.
Weibo is an open social network that allows brands to stay close to their huge community.
Chinese girls love to stay in touch with the latest news about their favorite news and brands through Weibo, the Chinese equivalent of Twitter…Well, sort of. Weibo integrates features found on Facebook and Twitter such as the ability to transfer and comment on content that has been shared.
Chinese girls use products and discuss it, like with the post above and its 951 replies to content posted by French brand Yves Rocher. Weibo is a great media to develop big communities like Yves Rocher at 108,000 members and still counting.
Nice: the new Weibo app
Recently Weibo has launched its own app allowing people to find each other based on their tastes. Through this app they can share pictures and be part of a huge community.
Finally, of course, they sync with QQ, Instagram and other social networks with the touch of a button.