The Influence of the Rise of Chinese Feminism on the Marketing Strategy of Beauty Products

Abstract

This research study is based on the realistic background of the rise of feminism in China, which noticeably influenced female consumers, specifically through the spread of the internet. Due to the high activation of the topic of feminism, this study plans to discover its influence on the beauty market in China, as female consumers occupy a relatively higher proportion in this market. This research has a deep background of the development of the Chinese beauty industry since reform and opening up in China. The marketing principles in the Chinese beauty market are then discussed and analyzed while supported by a questionnaire based on the "snowball" sampling method. It leads to Chinese consumer segmentation based on consumers' definitions of feminism. Throughout the research, consumers' willingness to see feminist elements in beauty advertisements and the variety of feminism that consumers have defined have been discovered. It hints at the future patterns of "how to market" to beauty organizations in the Chinese market. This research study can help widen the range of research in the academic marketing field and provide more ideas to academicians in future marketing coupled with a way to think from a new angle. It could also possibly help business people who work in the beauty industry in the Chinese market to have an idea of how to present consumers and potential consumers think and how to manipulate and reflect under the condition of fast development on feminism.