Target Users and She-Economy Analysis Behind Brand Creative Communication

The Case of Hope Water

Abstract

In the contemporary era, as the internet continues to evolve, numerous cutting-edge brands are emerging. Among these, Hope Water has stood out like a dark horse, gaining prominence in just a few years. This success can largely be attributed to the accurate positioning of its target audience and a deep understanding of the current She-economy trend. Not long ago, Hope Water's "Macho Marketing", which promoted the concept of "Drink See Hawthorn when eating spicy", took the internet by storm, leading other brands like Luckin Coffee and Shuyi Tealicious to follow suit. This paper will analyze the rapid rise and popularity of Hope Water by examining the consumption characteristics and consumption philosophy of its target audience, Generation Z, as well as the brand strategy under the She-economy.