Female influencers empower China's "She Economy."

2024 has been widely recognized as the "Year of Feminist Content" in China. This year witnessed a significant surge in feminist narratives across various media, with movies such as Good Things, The Decision to Leave, and Preliminary Evidence dominating discussions, especially around International Women's Day. These cultural phenomena underscore the growing influence of female consumers in shaping market trends and content consumption.

As a marketing consultancy specializing in the Chinese market, Double V Consulting has long focused on consumer insights and brand strategies, particularly in female consumer segment. Through close collaboration with influential female content creators on Chinese social media, we have observed distinct trends and strategies that brands can leverage to connect with female consumers.

This article delves into the strategies of three prominent female influencers on Xiaohongshu, analyzing their content approaches and brand partnerships. By understanding their impact and engagement strategies, brands can gain valuable insights into navigating China’s evolving social media landscape and optimizing their collaborations for deeper audience connections.

@Who is A-Jian

 (@谁是阿尖)

Account Overview:

● Positioning: Travel vlogger, solo female backpacker, and cultural explorer.

● Follower Count: 375K

●Audience Demographics: Over 80% of her followers are women aged 18-34, predominantly students, young professionals, and freelancers eager to explore the world but often constrained by financial or time limitations.

Content Strategy:

● Empowerment through Travel: A-Jian’s core message revolves around “Freedom Begins with Departure.” She challenges societal constraints on women’s physical and emotional autonomy by sharing personal narratives of solo backpacking across the globe.

● Cultural Narratives: Her content integrates local cultures, traditional attire, and human connection stories, reinforcing the idea that “travel is about relationships.”

● Practical Travel Advice: She provides actionable travel tips, from budget-friendly backpacking strategies to versatile wardrobe recommendations, appealing to young women seeking adventure on a budget.

Brand Collaboration: 

Proya International Women’s Day Livestream

To celebrate the International Women's Day, on March 7, Chinese leading skincare brand Proya hosted a special livestream event in collaboration with Xiaohongshu, featuring diverse female voices, including A-Jian. The event, She Lives, Her Live, focused on empowering women through storytelling.

A-Jian shared real-life encounters with inspiring women, such as a scientist studying seaweed sounds and a 60-year-old female backpacker. By aligning with Proya’s “Experience is Power” ethos, the campaign successfully merged feminism with brand messaging. This case exemplifies how authentic storytelling can transform brand engagement, creating not just visibility but deep emotional resonance with audiences.

@Aya Wen

 (阿文就是Aya)

Account Overview:

●Positioning: Travel vlogger, solo female backpacker, and cultural explorer.

●Follower Count: 375K

●Audience Demographics: Over 80% of her followers are women aged 18-34, predominantly students, young professionals, and freelancers eager to explore the world but often constrained by financial or time limitations.

Content Strategy:

● Women’s Health Education: Aya simplifies complex medical topics using infographics, visual storytelling, and interactive explainer videos in pastel tones, balancing professionalism with accessibility.

● Engaging & Relatable Tone: She adopts a “digital mom” persona, addressing followers as “my dear” to create a warm and reassuring learning environment.

● Holistic Self-Improvement: Beyond health, she shares insights on personal development, including language learning, fashion, and career planning, making her a well-rounded lifestyle influencer.

Brand Collaboration:

 Purcotton Feminine Hygiene Products

Aya partnered with Purcotton, a Chinese personal care brand, to elevate sanitary pad marketing from product promotion to an advocacy-driven campaign centered on female self-care. In a video that garnered over 1.96M impressions and 320k views, Aya shared her personal struggle with menstrual irregularities, fostering an emotional connection with viewers.

By breaking down complex product benefits into digestible content, she helped demystify technical aspects of feminine hygiene products while reinforcing Purcotton’s commitment to women’s well-being. This approach exemplifies how brands can integrate educational content with storytelling to drive deeper consumer trust.

@Olga

 (Olga姐姐)

Account Overview:

●Positioning: Former senior executive turned career coach, focusing on professional development and women’s empowerment.

●Follower Count: 602K

●Audience Demographics: Primarily women aged 25 and above, including young professionals (seeking career growth), mid-level managers (interested in leadership skills), and mature professionals (pursuing career transitions).

Content Strategy:

● Executive-Level Career Advice: Leveraging 35 years of corporate experience, she provides strategic workplace insights rarely covered by conventional career influencers.

● “Big Sister” Mentorship Approach: Her conversational, Taiwanese-accented delivery makes high-level career advice accessible to a broad audience.

● Women’s Leadership Advocacy: Through her My Brilliant Female Friend interview series, she highlights inspiring female professionals, reinforcing her position as a mentor and advocate.

Brand Collaboration: 

CHAGEE Tea Shop

In a unique campaign, Olga visited a CHAGEE store to deliver an impromptu job interview workshop, demonstrating how candidates can showcase their analytical skills to stand out. This innovative integration of a career lesson with brand storytelling resulted in 830K impressions and over 300K views.

This collaboration exemplifies how brands can seamlessly embed their products within educational content, creating both brand awareness and meaningful consumer engagement.

Double V Tips: :

●The Rise of "She Economy" on Xiaohongshu：

With 34 billion views under the #Women’sGrowth hashtag and 50 million views under #GirlsHelpGirls, content focused on female empowerment and self-improvement has become a dominant force on Xiaohongshu. Brands must adapt their influencer partnerships to align with this shift.

●Moving Beyond Traditional Beauty Influencers：

Instead of solely working with beauty influencers, brands should consider collaborations with niche content creators who integrate lifestyle, education, and career growth into their messaging. Influencers like A-Jian, Aya Wen, and Olga resonate deeply with their audience by offering content that blends practical value with emotional connections.

●Content-Driven Brand Positioning：

Modern female consumers in China are shifting from “I need this” to “I deserve this.” To build trust and loyalty, brands should focus on value-driven content—whether through storytelling, educational insights, or personal empowerment narratives—positioning themselves as partners in women’s self-improvement journeys rather than mere product providers.

By leveraging the strategies outlined above, brands can navigate China’s evolving digital landscape more effectively, ensuring meaningful engagement with female consumers on Xiaohongshu.

Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.

If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out by click the "Read more" link below.