While Women’s Day has become a prolific shopping holiday in China, brands are taking this opportunity not only to generate sales but to also resonate with female consumers, building emotional bonds. However, foreign brands, are facing a different problem: how to localize the content and build that connection with local female consumers. 

Let’s take a look at Lululemon as an example.

There are a number of female topics brands can target, but choosing the right one is essential if they want to build their links with users. Lululemon China posted a video “Be Yourself” on Weibo, featuring a number of independent individuals wearing different products. The post saw the caption touch on the products’ texture and functions while the video featured product placement.

Simultaneously, Lululemon Global posted a video encompassing womanhood on Instagram. The content was around empowering women and challenging gender injustice. The video itself was more story-centric rather than the product-centric Weibo video. Even though Nialan and Chelsea, the founders of FreedomMarchNYC who are featured in this campaign, are wearing Lululemon in the video, neither the caption nor the camera focused on the products. This content was trying to associate Lululemon with a powerful, independent woman concept by expressing Lululemon’s care for social movement and support for women.

It is quite clear that Lululemon adopted different strategies when creating content for Women’s Day in China. Even though it also conveyed an empowerment message such as being confident and staying true, the content was more pragmatic compared to the global campaign where they didn’t state any information about products. It seems that the Weibo post was generated to drive direct sales while the Instagram content was created to build a brand image.

Such a contrast between the two is interesting as it indicates the brand’s perspective on China consumers. Considering that gender movement is a relatively new and sensitive topic in China, it is reasonable that brands choose the safe option and focus on products and users themselves. However, as the education level of China females and their purchase decision power grows, brands should also look to evolve with consumers. China is growing rapidly with its people, when brands are creating strategies, they must look at the market from a very present perspective, and this requires them to dive deep into the culture and pay particular attention to societal developments.

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