In Beijing, three giant billboards are sending a positive message to women consumers. One reads, “The most attractive time for women is not when they have fulfilled their will”. The next follows up with, “but the process of becoming strongly determined.”
China’s biggest e-commerce platform JD.com erected the billboards to honor women this International Women’s Day, which falls on Mar. 8. As with any major holiday that relies more on emotion than history, brands and companies are using the opportunity to cater to female consumers and their loved ones who may be in the market for a present.
Women, especially in China, have an increasing amount of purchasing power. Boston Consulting Group released a 2016 report that said women are the leading consumers in Chinese households, accounting for 62% of spending. This number has undoubtedly increased over the past year, especially considering the rise in national disposable income. The overall market for female consumption reached $2.6 trillion in 2015.
So what are e-commerce platforms doing to simultaneously commemorate International Women’s Day and encourage female consumers to flex their muscles?
JD.com started an event called Butterfly Day in 2014 which features discounts on cosmetics, clothes, and electronics. L’Oréal, Olay, and Maybelline launched custom gift boxes for the day.
Amazon China is also promoting beauty products for women’s day. It formed strategic collaborations with beauty brands Borghese, Sekkisei, and L’Oreal, who launched flagship stores on Amazon China.
Chinese luxury brand platform Secoo has collaborated with Parson’s department store to launch a 10 day-long event named the Goddess Festival. Targeting affluent women, the event features promotions and special gifts from luxury brands including Hermes, Louis Vuitton, Gucci, Cartier, YSL, and Chanel.
By March 6, According to Quartz, sales records on Alibaba’s luxury platform Tmall had already surpassed Women’s Day sales from last year.