Meet China’s ‘middle women’ changing brand playbooks

One of the China’s most compelling consumer stories today centers on “middle women” (中女): females in their 30s and 40s whose taste, spending power, and demand for authenticity are reshaping the country’s fashion market. This shift is not just a consumer trend. It’s transforming how domestic brands position themselves and how global luxury houses rethink engagement in a maturing market. Homegrown brands ride the ‘middle-women’ wave Despite a sluggish macro retail environment, a new generation of Chinese brands is thriving by catering to this group. These women are driving a quieter but more sustainable boom — one based on elevated basics, premium fabrics, and refined storytelling over fast-moving trends. Songmont, a Chinese accessories label founded in 2013, is a standout example. Built around stories of craft and maturity, Songmont frequently highlights artisan grandmothers from rural China and launched a podcast in 2024 featuring the voices of female creatives. Its inclusive branding has made it a favorite among urban working women. According to consulting firm Mktindex, Songmont surpassed 500 million RMB ($70 million) in GMV on Tmall last year, with average prices rising from 1,660 RMB ($230) to 2,213 RMB ($307) — a signal of growing confidence in premium pricing. Ready-to-wear labels like AmandaX, Chicjoc, and Keigan are also riding this wave. Their appeal lies in a consistent formula: premium materials, subtle styling, and accessible luxury prices in the low hundreds. They understand that this type of consumer shops thoughtfully and expects more than just product — they want meaning. “A brand that wins with middle women needs to understand her mindset,” says Kyle Yang, business director at Guangzhou-based agency DataStory. “From a merchandising standpoint, she values functionality and fabric. From a marketing perspective, she’s looking for values and lifestyle alignment.” AmandaX, founded by influencer-turned-entrepreneur Xie Minli, is a case in point. Known for her chic travel posts and polished styling, Xie launched AmandaX to fill a gap: contemporary, high-quality pieces for Chinese women aged 30 to 50. Today, the brand ranks as Tmall’s second-best-selling influencer brand, with over 709,000 subscribers and more than 40,000 sold monthly units. AmandaX’s product listings speak volumes. Instead of trend buzzwords, they’re filled with technical fabric specifics and lifestyle references: the “Napa Valley Club” shirt in 42-momme Shatong silk ($108), the “Winter in Oslo” Mongolian alpaca sweater ($220), and the “Shanghai Nostalgia” five-stitch mercerized cotton crewneck ($110), are among the store’s bestsellers. International brands are catching on The “middle women” cohort’s rising influence hasn’t gone unnoticed by global brands. Their spending power, taste maturity, and cultural resonance have made them a strategic priority at a time when younger consumers are showing signs of spending fatigue. Global houses have taken notice. With Gen Z shoppers showing signs of fatigue and unpredictability, the maturity and spending power of China’s middle women now represent a more strategic growth opportunity. In 2024, Prada tapped comedian and filmmaker Jia Ling for a campaign focused on strength and self-definition — marking a clear pivot away from youthful celebrity endorsements. That same year, Ferragamo debuted its “Big Female Leads” series, spotlighting artists, brand founders, and cultural figures whose stories resonate beyond fashion. This shift demands more than new faces. It requires a rethinking of tone. “Brands used to talk about inspiring consumers,” says Yang. “Now, it’s about aligning with them. These women want to feel seen — and they expect brands to reflect their values back.” A new kind of influencer leads the way Amplifying this shift is a new generation of influencers — women who lead not with hype but with credibility, life experience, and emotional depth. They’re shaping not just consumer preferences, but also brand behavior. Here are five leading “middle women” influencers brands should be watching: @TeresaCheung (章小蕙) 2.2 million followers on Xiaohongshu. A former actress from Hong Kong and widely regarded as China’s original tastemaker. Known for her sharp eye and decades-long relationship with luxury fashion, she remains one of the most respected voices on beauty and style. @AmandaX 530,400 followers on Xiaohongshu. The 46-year-old founder of her namesake brand, AmandaX, combines understated elegance with lifestyle authority. Her content spans fashion, parenting, travel, and wellness — delivered with a confident, “old money” sensibility. @OlgaSister (Olga姐姐) 628,100 followers on Xiaohongshu. With a tagline that reads “Being 59 and feeling unlimited,” Olga shares insights from her career as a former Fortune 500 executive, touching on aging, reinvention, and midlife dating with candid wisdom. @AnnieYi (伊能靜) 3.3 million followers on Xiaohongshu. A former Taiwanese pop star turned social media force, Annie Yi connects deeply with followers through content on aging, motherhood, and personal growth, all presented with warmth and authenticity. @NihaoZhuzi (你好竹子) 518,000 followers on Xiaohongshu. One of the first-gen Chinese vloggers, Zhuzi is known for her bold fashion, emotional openness, and reflections on juggling entrepreneurship, motherhood, and cross-cultural marriage. These women are not exceptions — they’re signals of a broader cultural reset. They’re reflections of what today’s consumer power looks like in China: educated, expressive, and less interested in shallow branding. And for brands willing to evolve, these middle women aren’t just a viable audience. They’re the ones writing the next chapter.

Sectors

Insights

Company

Meet China’s ‘middle women’ changing brand playbooks