TONG recently hosted an our first in-person event of the year last week, exploring the rise of China’s emerging female consumer communities, particularly the emerging Spicy Mums trend. Driven by China’s shifting social and economic norms, a new generation of post-90s professional women are increasingly discerning in their engagement with brands across China’s fashion, beauty and childrenswear sectors.
From analysing the consumer sentiment behind this emerging trend to sharing fresh insights from consumer interviews, our market specialists and KOL panel demystified China’s modern female consumer in the post-Zero Covid era.
Commercial Lead Rebecca shared insights into the shifting priorities of China’s modern women, from female self-fulfilment to modern parenting methods.
TONG’s research revealed that despite being fiercely independent, modern mothers in China increasingly rely on peer to peer support groups. This shift in consumer sentiment is driving new trends such as “Sharenting”, alongside unique consumer sub-groups within China’s mother and baby sector.
The panel discussion was led by Ivy, a RED influencer who also works part-time and helps brands build communities in the Chinese market, and Fanny, a RED influencer who has also worked with many brands.
Through a range of topics, including female customer attitudes, behaviours, and purchasing motivations in 2023, the discussion showcased advice for brands on how to engage with China’s Gen Z women through an integrated approach across product, brand, and community building.
KOLs Ivy and Fanny opened up about their personal consumer experiences as new mothers. Ivy described her decision making process when shopping for her son:
“I love to research and review products, it makes me feel as though I already own the product. I get quite excited as it really feels like shopping for myself, but I am buying them for my child! I need it to be beautiful, fashionable, so that I can use it in the future. Not too bright or a difficult colour to match with my outfit.”
Fanny provided insights on her priorities and purchasing motivations when shopping for mother and baby products:
“Of course a product should be quality and safe for children, but realistically they don’t need to last for more than a year. So whilst I’m willing to spend on these products I do prioritise value for money. It doesn’t have to be perfect.”
