《2025年"中女时代"品牌营销观察报告》由艺恩数据发布，聚焦"中女"群体的文化崛起与品牌营销实践，系统呈现这一群体的价值主张、传播特征及行业营 销趋势。 "中女"已从单一身份标签升级为象征独立探索的文化符号，指代人生成熟、自我意识清晰的女性群体。这一话题热度持续飙升，近一年社媒声量同比增长 203%，达70.1万条，互动量1.87亿次，#欢迎来到中女时代#成为年度热门话题。小红书是核心传播阵地，贡献91%的相关声量，用户围绕中女偶像、独立成 就、觉醒故事等维度展开讨论，形成多元内容生态。 "中女"话题崛起源于三重驱动力。女性自我意识觉醒是核心，受教育程度提升让女性从被动接受社会角色转向自主选择，健康管理和心理健康成为全年龄段 女性最关注的议题；"她经济"规模超10万亿人民币，女性主导家庭消费决策（82%为主要决策者），在旅行、家居家装等多个品类中消费占比超60%，经济 地位提升带动话语权增强；玄学文化助推，"九紫离火运"象征中女崛起的寓意引发群体共鸣，相关话题社媒互动量达850.7万次。 具象化代表丰富了"中女"形象内涵。荧幕上，宋佳、孙俪等中年女演员凭借《好东西》《蛮好的人生》等作品塑造坚韧独立的角色，白 ...

Core Insights - The rise of the "She Economy" emphasizes women's pursuit of inner comfort and external image, leading to a shift in consumer behavior among women who now seek a unified sense of self [1] - The collaboration between the brand Xiaoyehezi and celebrity Yang Mi represents a fashion declaration of women's self-identity, focusing on functional clothing that provides both physical and mental support for independent women [1][5] Group 1: Brand Strategy and Positioning - Xiaoyehezi was founded in 2021 with the mission to reinvent functional clothing for women, focusing on innovation and product quality [3] - The brand has established a strategic partnership with "Lycra" for three consecutive years, leading to the development of the first legwear socks that incorporate advanced fabric technology [3] - In September 2024, Xiaoyehezi, in collaboration with CBN Data and the Shanghai Garment Industry Association, published the "White Paper on China's Legwear Socks Industry Standards," becoming the first brand to set industry standards in China [3] Group 2: Market Performance and Consumer Engagement - Xiaoyehezi's collaboration with Yang Mi reflects the ideal state of the "middle-aged women" demographic, transforming functional clothing into a representation of comfort and quality fashion [5] - The brand has achieved the leading position in the mid-to-high-end legwear socks market in China for 2024, with its popular product "legwear socks" ranking first in national sales for three consecutive years from 2022 to 2024, with cumulative shipments exceeding 19.5 million pieces [7] - Xiaoyehezi has gained the trust of over 15 million users, demonstrating that when a brand truly understands women's needs for self-expression, consumers respond with loyalty and financial support [7]