Campaign Consumer Segmentation

Demographics & Geographics

The target audience for this campaign is female Millennials aged 30 to 40. They live in China’s leading luxury fashion hubs and first-tier cities such as Shanghai and Chengdu (Ellwood, 2018). Inhabited by sophisticated consumers with increasing levels of affluence, first-tier cities refer to the largest and most developed urban centres in the country (Wong, 2019). This consumer group are high income earners as a result of working in leadership roles as well as being highly educated, having completed a university and masters degree (Yu, 2023). These women are married but yet to start a family, instead they are pursuing their career opportunities. Due to being affluent and upper class they align with the segment ‘The Privileged’ according to China’s modern social class hierarchy (Lu, 2014). Focused on career advancement coupled with their family dynamic, they have a high level of disposable income (Barroso, Parker and Bennett, 2020, para 7).

Psychographics & Behavioural

Being Millennials these consumers are tech savvy utilising socials such as Douyin and WeChat to discover new brands, trends and products (HSBC, 2018). In Asia, the use of online shopping channels are increasing however 85% of luxury goods are bought in-store so despite being digital natives they still prefer to shop domestically and in-person (Schneider and Lee, 2023; Lee, 2023; Statista, 2023d, p.30). In line with Douyin’s (2024) luxury shopper types, they are classed as ‘prospective buyers’, early adopters that indulge in the purchase of handbags and clothes. Despite being affluent, this demographic is “displaying increased sophistication and discernment in their purchasing decisions”, favouring quiet luxury, classic designs and quality craftsmanship (Vogue Business and Tencent Marketing Solution, 2023). When purchasing luxury goods this audience seeks individual value over social value splurging on items that provide pleasure and self-gratification (Kim, Hsu and Yuen, 2020). The top three priorities for Chinese consumers are health, family and their career therefore they are becoming increasingly conscious of their environmental impact as a means of future proofing (Accenture, 2022). More and more shoppers in China are opting for an eco-friendly lifestyle, desiring products that are “beautiful as well as sustainable” meaning they are willing to pay more for sustainable products (Crabbe, 2023; Cui, 2023).