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T Illustration / Gigi Chang

Are Female-targeted

New-Style Tea

Drinks Really

friendly?

N ew-style tea drinks are often linked with female my, an idea put forward by the famous economist Mrs. Shi
Before we go further, let’s have a look at female econo-
consumers, making women the main target for
reminders and questions on milk tea addiction.
needs and groups, and to promote a more specific and con-
But this strong stereotype does not come from Qingqi to define consumption trends based on consuming
nothing. As indicated in an analysis carried out sumer-friendly market. Recent data shows that the female
by iiMedia Research, from 2018 to middle 2019, up to 70.6% consumption trend in China has changed and is becoming
of milk tea consumers in China were female. parallel with the international one. For example, as JD’s Female
Mrs. Pengxin, founder of the successful milk tea brand Consumption Trend Report 2020 shows, more female con-
Nayuki, once claimed that “women are always the driving sumers start to care about health control, leading to a 200%
force for consumption upgrading”. Guided by her claim, increase in consumption of professional exercise equipment
the brand has targeted at white-collar women from 25 to like barbells and waist supports, as well as products like an-
30 and designed a series of specific products, marketing tioxidants, pedometers and body fat analyzers.
strategies and emotional advertising. Though many brands As early as in September, 2009, Harvard Business
haven’t shown how much they rely on female customers, Review had a discussion on female economy, in which the
their intention has been implied by their female-attracting journal took female exercise as a promising business, and
products, cute design and advertising on extra functions concluded that companies meeting female needs were more
of their drinks. likely to grab the brass ring.

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