Over the past decade, women in China have become a driving force (pun intended) in car purchases, from compact EVs to high-end luxury vehicles. But how are brands adapting their marketing to meet the needs of female consumers? What trends are shaping their buying decisions?
To help us unpack this, we’re joined by Janice Kok, Head of Strategy, and Reiko Wu, Planning Director, both at GREY & AKQA China. Janice is a seasoned strategist with over 20 years of experience in brand and marketing strategy, particularly in the Chinese market. Janice and Reiko recently released a white paper, “Her Choice, Her Ride, The Rise of Female Automobile Power in China.”
1. What’s the big macro trend in the Chinese auto market right now? Are Gen Z turning away from car ownership?
2. Can you tell us about the methodology of the study? Who did you talk to, and why did you release this report?
3. What are the essential things you focus on to appeal to women in advertising? How do you keep a gender balance?
4. How do you specifically communicate attributes to women in social media? What’s the role of influencers?
5. Does domestic travel and China’s discovery influence car purchase amongst women? What’s the role of domestic well-being?
6. Are there some brands or particular models that are more female-oriented?
7. Foreign brands are taking a beating in China, can targeting specific groups improve sales?
8. How are Chinese consumers different from their counterparts in other parts of the world?
Janice Kok on LinkedIn: https://www.linkedin.com/in/janicekok/
Reiko Wu on Linkedin: https://www.linkedin.com/in/reikowu/
White Paper Link: https://bit.ly/3XKHRtR
About GREY & AKQA CHINA: https://www.linkedin.com/company/grey-china/
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