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| “颜如玉”与“黄金屋”冲突吗？时下，越来越多的VC和企业家们开始对女性消费市场表达出深厚的兴趣。一场没有硝烟的“产业性别革命”悄然来临。 | |
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 桓挂了电话后，一时难以掩饰内心的激动。如果单从年龄上看，他和马上进入“耳顺”之年的王佳芬之间或许有代沟，但如果从两人共同关注的兴奋点来说，他们可以算是知己了。王佳芬，正是那位曾执掌光明乳业15年、被业界称之为“乳业女皇”的女强人。她2008年离开光明后，进入风险投资（VC）行业，任纪源资本投资合伙人。 张桓，尚道营销投资公司董事长，被称为“中国女性营销第一人”，以咨询的形式投资入股哎呀呀、仟佰惠等连锁企业，可谓独辟蹊径。 王佳芬有意参股中国最大印饰品连锁品牌之一的哎呀呀，于是向张桓取经；饰品是一块“蓝海市场”。一份调研报告称，中国的女性饰品人均占有率不足一成，而韩国、马来西亚、泰国等亚洲国家这一比例都在50%以上，日本更是高达近七成。难怪王利芬有些动心了。 细数起来，越来越多的VC和企业家们对女性消费市场表达出浓厚的兴趣。联想投资参股了流行美和星期六鞋业，清科创投投资了女性内衣零售商梦芭莎，史玉柱对婚恋网站表现出深厚的兴趣…… |
这些趋势背后，有着怎样的逻辑和隐喻？ 爱江山，更爱美人 2010年初，史玉柱将进军婚恋网站行业的消息被坊间所热议。巧合的是，彼时中国婚姻家庭研究会等机构发布了一份《2009中国人婚恋状况调查报告》，报告的主要意思是，中国正经历一场前所未有的“单身潮”，其中超过4成的未婚女性担心自己嫁不出去。 “如果把男性分为甲乙丙丁四个级别，女性分为ABCD四个级别，”报告很形象地称，“结果总是A女和丁男剩 |
聪明的史玉柱，正是看到了其中的契机，亦欲从中分得一杯羹。艾瑞咨询预测，2010年的网上婚介市场规模将增长到12亿元，是6年前的60倍。非常有趣的是，史玉柱自从1990年代初与妻子董春兰离异后，至今未娶。他对婚恋市场的热爱，是“爱江山，更爱美人”另一种形 式的注解。 史玉柱对女人的热爱这几年升温迅猛。两年前，他曾放出豪言，称要将网游《巨人》打造成一款“女性玩家最多的游戏”，而2010年上半年，又入股了范冰冰工作室，范冰冰除了以“史女 |
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| 下最多。” 看看湖南卫视《我们约会吧》和江苏卫视《非诚勿扰》节目的火爆，就知道婚恋市场多有前景。即使此类节目有炒作和包装之嫌，但“剩男剩女”着实成为了一道城市风景线。其产生的原因多种多样，而金融危机后房价反弹，婚姻观与经济条件进一步挂钩，从一定程度上加速了这一现象像病毒一样蔓延。 |
郎”身份代言史玉柱旗下网游《万王之王3》外，还将在同名3D电影中出演女一号。 尚道营销投资公司董事长张桓对史玉柱将引发的蝴蝶效应喜闻乐见。尚道，这家成立时间只有4年的咨询公司，口号是“得女人者得天下”，打造出了一条专注于女性营销咨询的产业链，是德国管理学家赫尔曼•西蒙眼中 |
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| 的隐形冠军。王佳芬想投资哎呀呀，把沟通和重点环节之一放在了尚道，也是“千里马常有，而伯乐不常有”的一处商业隐喻。 王佳芬对女性消费市场很是偏爱，或许与王佳芬自己曾是位女性企业家有关，她敏锐，干炼，对寻找“猎物”和整合资源均非常在行。2008年，纪源资本在中国只投了3个项目，而到了2009年，项目数达到10个，其中就有一项与女性有关——碧生源。据碧生源网站上介绍，其常润茶和减肥茶年增长率达60%，又到登陆资本市场的意愿，这引起了王佳芬的深厚兴趣。 史玉柱和王佳芬之外，更多的中国企业家和VC对“女人”都情有独钟。2009年9月，联想投资宣布入股“流行美”，这是一家与哎呀呀相似，十多年前还是一家夫妻店，如今中国最大的女性饰品公司之一。 今年3月，富太亚洲风险投资基金富达生物科技基金（其美国姊妹基金）投资逾千万美元，入股中国妇产科领域最大医 |
刊和洛克菲勒基金会共同联合发起了一项调查。结果显示，女性成为美国社会的一支中坚力量，美国历史上首次出现了女性职工占大多数的情形——这与美国不久前一份名为“妻子崛起”的报告一脉相承。 中国何尝没有经历着同样的性别革命。“妻子崛起”使得女性消费这一蓝海  |
的一片海岸线长达80公里的海滩只为女性开放，而古巴一家雪茄公司今年初推出为女性量身订做的雪茄产品。 显然，“产业性别革命”的影响之一是，越来越多的企业开始认同“先有供给，再有需求”的理念——做别出心裁的潮流的引导者。 令人瞠目结舌的案例之一是，巴西一家内衣品牌公司推出了一款安装了全球卫星定位系统(GPS)的内衣，坦言顾客群为追求科技时尚、且收入不俗的都市女性；设计师称，虽然价格昂贵，但在一些暴力频发的国家，“让丈夫知道自己的准确位置，会增加不少安全感。” 中国企业亦不甘落后。深圳一家汽车GPS导航生产商也打出女性牌，尽管只在外表和使用特点上加以了改进，但至少开启了一种新思维。笔者在采访今年4月在A股上市的国内最大的GPS生产和销售商合众思壮董事长郭信平时，他也称正在开发专门针对女性的新产品。 同样，热水器市场，无论是电热水器还是太阳能热水器，不少企业也在从性别上细分市场，一家江苏热水器生产商告诉我，他们研制的无论在外形还是在功能（能边洗澡边听MP3）上都为城市单身女性订制的热水器已投产。 2009年年中在香港上市的霸王集团也可圈可点，一开始其主打产品是“霸王”洗发水，打的是中药养发牌，代言人是成龙，为避免作茧自缚，霸王董事长陈启源、万玉华夫妇推出“追风”品牌，高价聘请王菲为代言人。值得关注的是，他们看到广东凉茶行业风生水起后，也涉入这一行业，反正IPO之后“不差钱”嘛。这一思路一出，无论是起初在董事会还是在投资者当中，均引起了不少争议，万玉华心里长忐忑，于2010年6月中旬找到张桓问道。 “是否可以将霸王凉茶定位为专门针对女性的产品，”张桓开门见山，“王老吉主要是男士消费品， |
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| 疗器械经销商和服务提供商之一的英硕力公司，在行业内亦引起了不少的震动。 “女性市场被细分出来，这是一场产业性别革命。”张桓说。 先有鸡，还是先有蛋 “产业性别革命”是一个意味深长的概念。首先让人想到的是“性别革命”，人们常拿美国《时代》周刊的一个段子来解释这是怎样的一场变革——40多年前，一位美国女性购买《时代》周刊基本上要丈夫来埋单，大选时丈夫的偏好也影响到妻子，但这一形势近十年间产生了明显变化，2009年10 |
月，《时代》周 市场更蓝——女权主义会进一步助推女性消费。 不少商家注意到了这一趋势，所以开始有意作市场消费的潮流引导者。典型的一个案例是2007年英国一位年轻的企业家创建世界上第一条女性专属航线，一家规模不大，但时尚味十足的“粉红航空”公司诞生，顾客只限女性，并聘请英国著名的咨询公司做营销推广，利物浦一位知名女歌星签约成为“粉色航空”的形象代言人…… 产业打性别牌，打出专属女性的产品与服务，成为近些年来全球各地区企业乐此不疲的新尝试。据说意大利米尼附近 |
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| 霸王如果能站在王老吉的‘对立面’，可能会产生先声夺人的效果。” 万玉华紧皱的眉头舒展了开来。 是馅饼，有陷阱 传统观念认为，女性的财政越自由、独立，离婚的风险越高，但今年年初，纽约时报一篇报道推翻了这一观点：“统计数据更显示，在一般情况下，女性经济上越独立，学历越高，她维持婚姻的可能性也越大。而据美国2009年的一份报告也显示，在较少妻子有受薪工作的美国州份，离婚率也倾向较高。” 很有趣的是，中国针对女性企业家、女性营销、女性经济等的话题和评也越来越热门， 2009年10月底，第五届“中国女性消费高层论坛”在北京举行，一项针对女性消费的调查显示，过半受调查者在2009年参与了股票、基金、房产等投资，且消费支出不断增长。“要引导妇女在家庭消费决策中唱主角”，全国妇联副主席黄晴宜说，“充分挖掘女性的消费潜力。” 但是，女性消费市场在内需及女权等因素的刺激下风生水起，但对企 |
业家和VC们来说，爱女人无可厚非，但不能“滥爱”。仍拿婚恋网站来说，这个行业在经过了一个轮回后，现在不少人进入，各种资本也纷纷抛出绣球，但是众网站的商业模式创新实在乏善可陈，试想，如果有一天腾讯这类手里攥在庞大的潜大需求客户的门户网站自己做起婚恋网站，如果你没有一己之长，势必会被淘汰——蓝海顷刻变红海。 还有一类企业是“激进型”。事实上，尽管王佳芬和张桓都对哎呀呀情有独钟，哎呀呀也大有以迅雷不及掩耳之势进入各大城市主流商圈的趋势，但问题是，你的团队是否和管理模式是否稳健，危机处理和应急机制是否健全？ 中国连锁企业一个通病是，成为资本的宠儿后，娇嗔、激进的劣根性暴露无遗。哎呀呀董事长叶国富2009年在中国企业“未来之星”年会上“许多企业多元化的成功仅仅是生意方面的成功，也是阶段的成功，包括李嘉诚” 真正伟大的企业莫不是如哎呀呀等专注某一个行业的企业”等言论显然理不糙，但狂傲风格尽现，令人唏嘘。 |
要知道，资本的本性是逐利的，风投推你IPO，禁售期一过可能就撤了——人家做的是生意，而你做的是事业，如果盲目乐观，特别是签下自己都不明不白的对赌协议，等于种下了随时可能引爆的地雷。 第三类是偏执地下注女性市场的企业或机构。张桓对号称“女性手机第一品牌”的朵唯手机并不看好，他甚至直指朵唯女性手机背后的策划人——被称为“中国策划广告第一人”的叶茂中，称其“不了解女性”。 “女人真的需要专属手机吗，”张桓说，“叶茂中为其定制的‘漂亮又安全’的口号，有种鸡肋的感觉——是女人还是男人更需要信息安全和保密呢？” 张桓的言论在坊间也引发了一定争议，有支持者，但也有批评者，有趣的是批评角度——称虽然张桓如今和叶茂中一样成为了营销策划界的先锋人物之一，但作为后起之秀，是不是应该有份谦卑之心？ “这是两回事，”张桓说，“我想说的是，营销咨询行业同样需要市场细分，大而全的时代过去了。” |
| Entrepreneur who loves women |
| Freelance Writer ZHANG Huan | ||
| Zhang Hua IC | ||
| ZHANG Huan hanged up the telephone, not concealed excitement. There might be generation gap between he and WANG Jiafen who immediate enter ‘Er Shun’ age if only from the terms of age, however they can be best friends by the same exciting point. WANG Guifen who used to be in charge of Bright Diary for 15 years, known as ‘Queen of Diary’ within the market field. After left Bright Diary at 2008 she then entered VC industry, as the investment partner of GGV Capital; ZHANG Huan, the Chairman of Thindo Marketing Investment Company, known as ‘the first Female Marketing person in China’, invested chain cooperation like Aiyaya and Canbah by the form of consultancy, can be described as inventive. WANG Jiafen intentionally invested into Aiyaya which is the top chain store brand in accessory market field, so she asked ZHANG Huan; Accessory market is a ‘blue ocean market’. The procession of female accessory among Chinese women was less than 10 %, while this rate is over 50% among Asian countries like South Korea、Malaysia according to one survey report, especially 70% in Japan. There is no doubt that WANG Jiafen showed her interests. |
More and more VC and entrepreneurs show their rich interest. Legend Capital took part into Beauty in Fashion and ST&SAT Shoes, Zero2IPO Capital invested female underwear retailer Moonbasa, SHI Yuzhu showed his rich interest on love & marriage website… what are the logic and metaphor after such trend? Loving beauty is more than Power人 Early 2010, the case of SHI Yuzhu entered love& marriage website market was heat discussed among the society. Coincidentally ‘Survey Report Chinese Marriage Status of 2009’ has been released by institutions like China Marriage and Family Institute, the main content indicated Chinese people had encountered unprecedented ‘single storm’, including 40% single female were worried about their marriage situation. ‘If divided male and people into four grades separately’ the report visually indicates ‘the result shows top group in female and bottom group of male remained the largest amount.’ Let’s take a look at the popularity on shows like ‘Let’s go for a date’ of Hunan TV and ‘If you are the one’ of Jiangsu TV, you may see the future of love and |
marriage market. Although there were hype exist on those TV shows, remaining men and women become the urban landscape by then. It might be caused by many reasons, such as rebounding of housing price after financial crisis, view of marriage further link together with economic conditions, this phenomenon spread like virus to some extent. SHI Yuzhu was so clever that he saw the inside momentum, also eager to take advantage from this business. iResearch forecasted the online marriage market size would expand to 1.2 billion Yuan in 2010, 60 times of the figure of 6 years old. There was also another interesting point that SHI Yuzhu had not married after divorced with his ex-wife DONG Chunlan in 1990. His enthusiasm for marriage market was another explanation of ‘loving beauty is more than power’. SHI Yuzhu’s enthusiasm towards women was swiftly and violently warmed up during these years. He rhetoric said he would build online game ‘Ju Ren’ to be the ‘most female player choices’ two years before, and at the first half of 2010 he invested studio of FAN Bingbing, and FAN was not only represents ‘KOK3’ under SHI Yuzhu’s cooperation, but also acting as leading actress on the |
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| 3D film of same series. ZHANG Huan the Chairman of Thindo Marketing Investment Company loves to see and hear the butterfly effect caused by SHI Yuzhu. Thindo, the 4 year old consultancy company with the slogan of ‘win the female market leading the victory of the whole market’, build a chain specialized for female marketing consultancy, the invisible champion from the view of German Management Scientist Hermann Simon. WANG Jiafen focus on communication and one of the main part on Thindo for her investment on Aiyaya, which also regarded as one commercial metaphor‘Talents are everywhere, however seldom can they be recognized.’ WANG Jiafen has preference in female consumer market, probably relates to the fact that she is a woman entrepreneur. She is shrewd and experienced for seeking ‘prey’ and resources integration. GGV Capital only invested 3 projects in China in 2008, however this figure arrives to 10 in 2009, including one related to female ——Bi Sheng Yuan. According to their official website, the annual growth rate has reached 60% between Chang Run Tea and Diet Tea. The desire of landing on domestic market attracts WANG Jiafen’s rich interests |
Besides SHI Yuzhu and WANG Jiafen, there are many Chinese entrepreneurs and VC shows their only preferences to ‘women’. Legend Capital announced to invest ‘Beauty in Fashion’ in September 2009, this cooperation is similar to Aiyaya, which was a conjugal shop ten year ago but one of the largest female accessory enterprises in China nowadays. March this year Fidelity Funds(Sister fund in the USA) invested over 10 million US dollars into TCT Medical which is one of the biggest medical appliances dealers and service suppliers in the field of obstetrics and gynecology in China, this news occurred a shock in the industry. ‘Female market has been subdivided, that is the industrial gender revolution.’ ZHANG Huan said. Which came the first, the chicken or the egg? ‘Industrial gender revolution’ is a meaningful concept. ‘Gender revolution’ comes the first on people mind, they always explain the transformation by a talk in ‘Times’ the USA version ——Basically husbands paid for their wife’s’ ‘Times’ magazine 40 years ago in the USA, and husbands preferences also affected wives during the |
period of general election, however this situation has been an apparent change during the recent ten-years time. The result of the survey launched by ‘Times’ magazine and Rockefeller Foundation shows that women became the backbone in the US society, it was the first time in the history when number of female employees has majority proportion, it was in the same line as another report called ‘wife rise abruptly’ published not long before. There had actually experienced the same gender revolution in China before. ‘Wife rise abruptly’ makes the blue ocean market become bluer in female consumption, then feminism further advanced female consumption. Many businesses had noticed this trend, so they began their intention as the fashion guide among market consumption. A typical case is the first female special air route was established in 2007 by an English young entrepreneur, the ‘Pink Airline’ which has small scale but full of fashion elements was launched, customers only can be female, they also invited a famous consultancy company for marketing promotion together with a popular female singer as image representative…… |
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| Playing gender cards, launch special female product and service become the new attempt among global cooperation during recent years. It is said there is a beach which coastline is 80km only opened to women locates near Milan of Italy. And a cigar manufacturer in Cuba released a female cigar product early this year. Apparently one of the influences of ‘industrial gender revolution’ is there are more and more cooperation identify with the idea of’ demand after supply’, to be the ingenious fashion guide. There is also one gob smacked case, a Brazilian underwear brand released one underwear with GPS installed, frankly announced the target group was urban women who were pursuit of scientific and technological fashion and with high income; Designers explained although the product was expensive, in country of frequent violent ‘will bring more safe to let husband knows the exact location.’ Chinese enterprises unwillingly lag behind. One GPS manufactory of Shenzhen also released female-oriented product, in spite of only surface and characteristics had been improved, at least it had exploited one new idea. When |
the writer interviewed GUO Xinping the Chairman of Unistrong which is the largest GPS producer and dealers in domestic market and listed on A share market in April this year, he said the R&D department was focus on new female product. At the same time many enterprises also subdivided the market by gender on the water heater market no matter by electric or solar energy. One water heater manufacturer in Jiangsu told me their product which specially designed for urban single women (listening to MP3 while having bath) had been put into operation. Bawang Group which has listed on stock market in mid 2009 is also commendable. The main product was ‘Bawang’ shampoo at the very beginning, at the point of hair treatment with Chinese herbal, and Jackie CHAN. To avoid spin a cocoon around them Chairman Couple CHEN Qiyuan and WAN Yuhua launched ‘Royal Wind’ brand, invited Faye WONG as its representative. It deserved special attention that they entered herbal tea industry after they saw this market was under fast developing process, at least after IPO was not short of money. After this idea has been presented there were argument and discussion arose |
no matter among board meeting or investors. WAN Yuhua was on the end of a line, she asked ZHANG Huan in mid June 2010. ‘Can we position Bawang Herbal Tea as specialized product for female’ ZHANG Huan came straight into the point,‘Wong Lo Kat mainly focus on male product, it may cause an impressive start if Bawang stand opposite to Wong Lo Kat. WAN Yuhua unfolded frown afterwards. It is a pie and also trap Higher risk of divorce come with more financial freedom of female under traditional custom , however early this year this view had been overturned by a report from New York Times which stated‘statistical data shows in general situation possibility of maintaining marriage is higher while women have more financial independence and higher education background. From a year 2009 report of USA indicates the trend of divorce rate is higher within states which less wife are employed.’ It is funny that topics and commentary like female entrepreneurs、female marketing and female financial are becoming more popular in China. At the end of October |
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| 2009 the fifth ‘High Level Forum of Chinese Female Consumption’ was held in Beijing, one survey which focused on female consumption shows half of respondents participated into investments such as stock、fund and real estate during 2009, and the consumption was increased. ‘should guide women to be in leading role in family consumption’, HUANG Qingyi the vice-chairman of All-China Women’s federation said,‘to excavate potential of female consumption sufficiently.’ Although women consumption market become popular by elements such as domestic demand and feminism, the term of loving women is beyond reproach but can not be spoiled towards entrepreneurs and VC. For instance regarding marriage website industry, many people step in after transmigration, as well as many capitals show their interests, however the creative of business mode is quite poor. If one day portal site which have huge potential customers on hand like Tencent build up their own love and marriage website without any advantage, it will lost at the end, blue ocean will suddenly change to red ocean. There is also another organization in radical type. Actually although WANG Jiafen and ZHANG Huan have eyes only on Aiyaya as well as Aiyaya has rapidly gone on the trend of entering major main business districts, the question is whether your team and management mode are stable, and crisis solution and emergency mechanism is integrity? |
There is a common failing among Chinese chain businesses which is deep-rooted bad habits fully exposed after being spoiled by capital. YE Guofu the Chairman of Aiyaya gave his speech on annual conference of China Enterprises ‘Future Star’ as ‘many enterprises of multi-line operation only achieved success in business running, which is also the stage success, including K.S. Li’‘the real great organization focus on particular industry and market as Aiyaya’ such opinions on public represented arrogant style. You should know the real nature of capital is chasing profit, VC assists you on IPO, but disappear after lockups. They are doing their business not your career, especially sign unclear gambling agreement equals to plant a detonated mine. The third kind is cooperation or institution of paranoid on female consumption market. ZHANG Huan was not optimistic on Doov mobile phone which claims as the ‘Top brand of female mobile phone’, he even |
pointed out the planner behind Doov female mobile phone YE Maozhong who known as the ‘First person of planning and advertising in China’, said he‘didn’t know women well’. ‘Do women really need special designed mobile phone’ ZHANG Huan said ‘YE Maozhong designed slogan of ‘good-looking and safe’ was a little bit unnecessary —— whether women or men need information safe and security?’ ZHANG Huan’s opinion has risen a certain debate, there were supporters as well as detractors, the interesting part is the critical side —— although ZHANG Huan is one of the pioneers in marketing planning field as YE Maozhong, but should he have humble heart as a budding young talent? ‘That’s totally different’ ZHANG Huan said‘What I wanted to express was it requires market segmentation in the marketing consultancy industry, the era of large and compre |