Research on the Strategy and Impact of the Brand “She Economy”

Marketing Model in the Era of Social Media

Chaoran Cheng

, Hongshuo Xu

, Huiru Yang

3,*

and Fangshuo Zhao

Guilin University, Guilin, Guangxi, 541006, China

Business School, Qingdao University of Technology, Qingdao, Shandong, China

International Business School, Xi'an Jiaotong Liverpool University, Suzhou, Jiangsu, 215028, China

Rossde High School, Jinan, Shandong, 250000, China

Keywords: Social Media, Business Analysis, She Economy.

Abstract: The issue of brand marketing has received widespread attention, but there are still shortcomings in guiding

female consumers to consume. This article analyzes the marketing strategies adopted by brands in expanding

female consumption and the impact they bring. It is concluded that in the social media environment, brands

often expand their brand influence and enhance user interaction by giving more attention and encouragement

to women, such as paying attention to the development of women's ideological concepts, the needs of the

female era, and the emotional needs of women. In this process, they meet women's pursuit of wealth and

power and even become a powerful force in promoting the social economy. However, gender-discriminatory

marketing, creating anxiety, inducing consumption, and false advertising are still common occurrences. Based

on this, this article proposes the following suggestions: it is necessary to enhance women's awareness of

independent consumption in terms of consumption concepts, promote healthy aesthetic standards, cultivate

rational consumption habits in product purchasing decisions, and improve the integrity of brand promotion in

terms of advertising and marketing.

1 INTRODUCTION

With the rapid entry of various social platforms into

the field of vision of contemporary people, people use

various social platforms for brand marketing, and the

products and services brought by the rise of Internet

companies have gradually met the consumption

habits of modern people. China has the highest

proportion of women in entrepreneurship and

entrepreneurship in the world. Secondly, women's

willingness to start a business is 5-8 percentage points

higher than that of men, and the status of women is

steadily improving both in society and economically.

There are nearly 400 million female consumers aged

20-60 in China, who control up to 10 trillion yuan of

consumer spending every year. "She economy" is a

new term based on the era of integrated development

of economy and networking, which shows the

amazing consumption power and economic

imagination of the "her" group, which is the central

link of consumption and promoting the development

Corresponding author

of "She Economy" can bring huge profit space to

enterprises (Bai, 2021). In addition, grasping the

market outlet of "She Economy" and adopting

targeted marketing strategies have become the key to

market transformation and development (Na, 2023).

In the context of the "She Economy", the

development of gender cognition of the audience has

been promoted, the boundaries of occupational

gender have been broken, and an open relationship

between occupation and gender selection has

gradually been formed (Qian, 2024). However, in the

context of "She Economy", there is still room for

further research on how women's anxiety and

emotional needs are defined and explored, what are

women's real consumption motives, and how to

promote and standardize marketing in good faith.

Based on the above elaboration, this paper will focus

on the strategy and impact of the "She Economy"

marketing model of brands in the era of social media.

Cheng, C., Xu, H., Yang, H. and Zhao, F.

Research on the Strategy and Impact of the Brand “She Economy” Marketing Model in the Era of Social Media.

DOI: 10.5220/0014280200004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 765-769

ISBN: 978-989-758-791-7

765

2 MARKETING

CHARACTERISTICS AND

POSITIVE IMPACT OF "SHE

ECONOMY"

2.1 Marketing Characteristics of "She

Economy"

2.1.1 Focus on the Development of Women's

Ideological Concepts

In the new era, under the catalysis of various media,

women's independent consciousness has awakened.

More and more modern women aspire to be seen as

independent individuals and to receive attention. This

change in mindset has been responded to in the

consumer market, giving rise to many innovative

products. Therefore, as more and more women

continue to explore, reflect, and awaken themselves,

the consumer market for women holds enormous

potential, and the idea of calling for women's

independent consciousness is constantly being

applied in different consumer fields. Therefore, in the

context of the "She Economy", incremental brands

are paying attention to the thoughts and preferences

of female consumers. For example, niche brands and

other brands that echo women's new ideas and

concepts are emerging in succession, and increasing

brands are emphasizing their uniqueness to attract

more female consumers.

2.1.2 Focus on the Needs of the Female Era

With the continuous awakening of women's self-

awareness and the continuous improvement of their

social status, an increasing number of women have

higher expectations for their value. With the joint

efforts of social awareness, corporate promotion, and

media advertising, women's consumption has given

rise to more autonomy and self-enjoyment

Nowadays, the term "middle-aged women's era" is

very popular, perfectly showcasing the female era. It

not only represents the awakening of self-meaning

but also represents the improvement of women's

consumption ability and workplace status. In the

future, women will continue to shine in various fields

and enhance their influence.

2.1.3 Focus on Women's Emotional Needs

Whether it's the "sense of ceremony" that people talk

about now or the buzzwords like "big female lead"

that are constantly promoted to women, they all point

to "loving oneself". Whether online or offline,

businesses advise women to pamper themselves and

satisfy themselves. Encourage women to satisfy

themselves and "love" themselves through

consumption through extensive promotion of

festivals. Women's Day on March 8th has been

transformed into "Goddess Day", and the Spring

Festival has also been transformed into "New Year's

Goods Festival". At the same time, in online live

streaming, the targeting of women is more

pronounced. Women have richer emotions compared

to men. Online hosts interact closely with users

during the sales process, thereby promoting

emotional connections (Bai, 2021). Specific titles for

female consumer groups, such as "Meimei" and

"Xiaobao", can narrow the psychological distance

between female users and encourage female

consumers to consume in live streaming rooms.

Meanwhile, these different expressions generated

from diverse scenarios allow different women to

catch a feeling of involvement, which could invoke

empathy (Shi, 2024).

2.2 Positive Impacts

The emergence of the term 'She Economy' has

demonstrated the improvement of women's social

status and the enhancement of women's self-

awareness. For women living in a patriarchal society,

it is an encouragement. In addition, the stimulation

and promotion of consumer behavior have a huge

driving force on the social economy, and the self-

pleasure and satisfaction brought by consumption can

inspire more women to pursue wealth and even power

within their capabilities.

3 PERSPECTIVE ON THE "SHE

ECONOMY" ISSUE

3.1 Catering to 'Others'

The purchasing, consumption, and enjoyment

behaviors of women as the main consumers are

mostly focused on "beauty consumption". According

to data released by JD Consumer and Research

Institute, the transaction volume of cosmetics,

hairdressing, and medical beauty products has grown

rapidly. In terms of clothing consumption, women

also attach great importance to the fashion sense and

personalized expression of clothing. In the era of the

"She Economy", popular terms such as "high-end

face", "first love face", "revenge consumption", and

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"exquisite ugliness" strongly prove the improvement

of women's independent consumption ability and the

prominent phenomenon of narrowing aesthetic

cognition under social media. One of the reasons for

this phenomenon in the context of social media is that

brands, to expand consumption, imply in their

advertisements that the value of women lies in their

appearance and pleasing others, reinforcing

traditional gender roles and encouraging women to

engage in beauty consumption to meet social

expectations. In addition, people's overestimation of

the value of appearance is often reflected in the

"beauty" content displayed on the platform, which is

more likely to attract attention, love, and career

opportunities. This gender-discriminatory marketing

not only harms the interests of female consumers but

also hinders the healthy development of the industry.

3.2 Doubting the 'Self'

Body image disorder "is a manifestation of public

appearance anxiety, mainly manifested in individuals'

excessive attention to physical details (Shen & Fang,

2024). In this article, "body image disorder" is mainly

manifested in women's distress towards appearance

anxiety. With the deep integration of the Internet and

life, brands will use the Internet to overemphasize the

importance and imperfections of women's

appearance, such as promoting the concept of "no one

will love you if you don't lose weight", so that women

are forced to consume because of their lack of

confidence in their appearance. Over time, people's

praise for women's appearance has transformed into

an appreciation for the "landscape", and every detail

in women's appearance has been alienated into a

"landscape", causing them to lose their original self-

worth. Excessive makeup, frequent use of beauty

cameras for photography, and even cosmetic surgery

to change one's appearance are all ways of "doubting"

oneself. This marketing strategy that creates anxiety

not only increases the psychological burden on

women, triggers blind consumption, and destroys

healthy consumption concepts but also distorts social

aesthetics and value orientation in the long run.

3.3 Product 'Trap'

In the context of contemporary consumer culture, e-

commerce live streaming continues to innovate and

develop, and the user base continues to expand. The

rise and development of live-streaming e-commerce

platforms precisely cater to the psychological needs

of female consumers who pursue discounts and are

"stingy with every penny" (Qian & Cao, 2024). By

introducing limited-time discounts, exclusive

coupons, and other methods to artificially stimulate

female consumers' desire to purchase, the promotion

technique of "restoring the original price after the live

streaming ends" is used to "package" live streaming

and products using the "sensitivity" of female

consumers and the "scarcity" of products, inducing a

sense of "missing out" among female consumers and

creating a sense of urgency that if they do not act

immediately, they will miss the opportunity, thereby

achieving an increase in the activity of live streaming

and the value and profit of products. Inducing

consumption can easily lead consumers to make

irrational purchases, causing economic burden and

resource waste, as well as damaging the market

integrity environment and hindering the healthy

development of the industry.

3.4 Brand Promotion

In the process of promoting products or services,

brands convey information that does not match the

facts. False advertising, exaggerating product

functionality, and other behaviors seriously mislead

consumers, causing them to make purchasing

decisions based on incorrect information. This not

only causes economic losses but may also affect their

mental health due to the use of products that do not

achieve the expected results. Meanwhile, false

advertising undermines the fair competition

environment in the market and damages the interests

of honest brand management. Over time, this will

weaken consumers' trust in the entire industry.

4 SUGGESTION

4.1 Enhance Women's Awareness of

Independent Consumption

In the context of the rapid development of social

media, the "She Economy" brand marketing is facing

many challenges. This requires avoiding over-

emphasizing physical appearance and inherent

gender roles in advertising and marketing, rejecting

sexist marketing, and encouraging women to make

consumption decisions based on their personal needs

and preferences (Gong, 2022). Brands can promote

women's ability to self-identify and choose by

showcasing diverse images of women and

emphasizing their intrinsic worth and personal

achievements. In addition, brands should also

promote healthy and sustainable consumption, help

Research on the Strategy and Impact of the Brand “She Economy” Marketing Model in the Era of Social Media

767

female consumers build self-confidence, and promote

a more equal and healthy consumption environment.

4.2 Promote Healthy Aesthetics

In the era of social media, social media push-related

words bring aesthetic pressure to women from all

sides. To solve the problem of women's self-doubt,

society, and brands should work together to promote

a positive and healthy aesthetic. Brands should avoid

spreading unrealistic beauty standards in their

marketing, such as extreme slimming or facelifts, and

instead emphasize natural beauty and personalized

expression. At the same time, social media platforms

and public figures should also take responsibility for

showing authentic and diverse beauty to alleviate

women's appearance anxiety (Wang, 2022).

Intensified education and public outreach are also

crucial to help women develop a positive self-image

and self-esteem, further promoting mental health and

well-being.

4.3 Cultivate Rational Consumption

Habits

In response to the problem of product inducement,

brands should guide consumers to consume rationally

and cultivate the habit of rational consumption so as

not to be affected by inducing marketing. Brands and

e-commerce platforms should provide transparent

pricing information and authentic product reviews

and avoid misleading promotions. In addition, it is

also important for consumers to disseminate

information about the price of goods and the price of

the industry so that consumers can better understand

the true value of products and make informed

purchasing decisions by disseminating knowledge

about women's identification of various marketing

strategies (Ergin et al., 2024). At the same time,

governments and consumer protection organizations

should strengthen supervision of inducement to

consumption and unfair transactions to protect

consumer rights and interests and maintain the

fairness and integrity of the market.

4.4 Enhance the Integrity of Brand

Promotion

Regarding the issue of false brand publicity, it is

recommended that brands enhance the integrity of

publicity and ensure the authenticity and accuracy of

their marketing information. Brands should comply

with relevant laws and regulations and avoid false or

misleading advertising (Yannopoulou et al., 2024). At

the same time, brands need to actively respond to

consumer feedback and complaints and correct

information errors promptly to maintain brand

reputation and win consumer trust. Consumers should

also be vigilant when receiving promotional

information and think independently and verify.

Regulators need to strengthen the supervision of false

publicity, combine the establishment of Internet

programs with the supervision and supervision of

brands, and punish brands that violate the rules to

promote the healthy development of the entire

industry. By strengthening the integrity of publicity,

brands can not only win the trust of consumers but

also establish a long-term competitive advantage in

the market.

5 CONCLUSION

In the current era of booming social media, the "She

Economy" has released its unique charm and

enormous potential. Many female consumers are

active in the market and have become an important

force driving economic growth. The marketing model

of "She Economy" has a positive impact, such as

focusing on the development of women's ideological

concepts and meeting their demand for independence.

Focusing on the needs of the female era showcasing

the improvement of women's consumption and

workplace status. Satisfy women's emotional needs

and use various marketing methods to make them feel

"love themselves" in consumption. This not only

enhances women's social status and self-awareness

but also greatly stimulates consumption and

effectively promotes socio-economic development.

However, there are also many problems with the "She

Economy" marketing model. For example, in

advertising, some brands cater to the concept of

"others" and emphasize the value of women's

appearance, leading to a convergence of women's

aesthetic cognition. Overrendering appearance

anxiety can lead women into a dilemma of "self-

doubt" and trigger blind consumption; Using product

"traps" such as limited-time discounts in e-commerce

live streaming to induce impulse shopping and create

economic burdens; Even false advertising,

misleading consumers, and disrupting fair

competition in the market. To promote the healthy

development of the 'She Economy', achieve a win-

win situation for both enterprises and consumers and

create a favorable consumption environment, various

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768

measures can be taken. In terms of the consumption

concept, it enhances women's awareness of

independent consumption and encourages

consumption based on their own needs. In terms of

aesthetics, advocate healthy aesthetics and avoid

spreading unrealistic beauty standards. When making

consumption decisions, cultivate rational

consumption habits and avoid being induced to

consume. In terms of brand promotion, enhance

integrity and ensure the authenticity of information.

Through these efforts, the 'She Economy' market will

become more dynamic, and consumers will be able to

have a better consumption experience.

AUTHORS CONTRIBUTION

All the authors contributed equally, and their names

were listed in alphabetical order.

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