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如何打动“中女”?价值认同才是留住中女的理由
3 6 Ke·2025-08-19 11:29

Core Insights - The "emotional economy" in China is on the rise, with a market size projected to reach 2.3 trillion yuan in 2024 and exceed 4.5 trillion yuan by 2029 [1][3] - The primary consumer group driving this trend consists of middle-aged women, particularly those aged 30-65, who are well-educated, financially stable, and willing to pay a premium for brands that align with their values [5][11] - The concept of "middle-aged women" (referred to as "中女") transcends age and wealth, representing women with maturity, self-awareness, and independence, who are redefining consumption based on personal values rather than societal expectations [6][9] Consumer Demographics - The largest demographic group in China is currently aged 30-65, with a rising median age expected to reach 40.1 years by 2025, significantly higher than the global average [3][5] - The millennial generation is increasingly focused on experiential consumption, with health and wellness becoming popular categories, while the "middle-aged women" group emerges as a key consumer force [5][11] Brand Engagement Strategies - Brands targeting middle-aged women must avoid stereotypical marketing strategies and instead engage in equal and understanding communication, reflecting the consumers' aspirations and identities [14][25] - Successful brands are those that resonate with the values and experiences of middle-aged women, using relatable figures and narratives to foster emotional connections [20][24] Market Trends - The trend of emotional consumption indicates that consumers are looking for brands that understand and reflect their identities, rather than just selling products [25][26] - Brands that focus on meaningful narratives and authentic representation are likely to build long-term loyalty among middle-aged women consumers [26][27]