Using customer gender bias to increase sales is an inappropriate and unsustainable strategy, because it may cause customer disgust and is not conducive to long-term brand image and business relationships. Gender bias is an unfair stereotype. For example, it is believed that men are more inclined to consume rationally and buy technological products, while women are more inclined to consume emotionally and buy beauty and clothing. The following is an analysis of some so-called “techniques” that are not recommended but may be misused.： ### For men -**Highlight the value of reason**： -**Skills**: Emphasize the rational attributes of the product such as practicality, functionality, durability and cost performance. For example, when promoting electronic products, it focuses on the product's high-performance processor, long battery life, rugged housing and other characteristics, as well as more favorable prices compared with competing products. -**Analysis**: In the traditional concept, men are considered to pay more attention to rational consumption, and highlighting these rational values may attract male customers. But excessive emphasis may make female customers feel that the product lacks other important elements such as emotional care or fashion sense. -**Demonstrate a sense of technology and control**： -**Skills**: Attract men by demonstrating the advanced technology of the product, intelligent operation, and the sense of control it can bring. For products such as smart watches, drones, etc., professionals can be arranged to demonstrate on-site how to remotely control the device through a mobile phone APP to demonstrate its powerful technological functions and unique operating experience. -**Analysis**: Men are usually more interested in technological products and new technologies, and this kind of display can stimulate their desire to buy. However, some female customers also have demand and interest in technology products, and ignoring them may lose part of the potential market. ### For women -**Emphasize emotional and aesthetic factors**： -**Skills**: Create a warm, romantic and beautiful shopping atmosphere, highlighting the emotional and aesthetic value of products. For example, soft lighting and soothing music are arranged in women's clothing stores, and costumes are matched into different scenes to display, emphasizing that wearing these clothes can make women more confident, beautiful, and improve their quality of life. -**Analysis**: Women tend to pay more attention to emotional experience and aesthetic feelings, and this kind of creation can resonate with them. However, if the store only focuses on these elements, it may make male customers feel unattractive and reduce the store's inclusiveness to male customers. -**Use socialization and identity**： -**Skills**: Emphasize that products can help women build social advantages or show a specific identity. For example, when promoting a high-end handbag, it is advertised as a well-known designer brand, which is used by many ladies and fashionistas. Owning this bag can make women more outstanding in social situations and highlight their status. -**Analysis**: Meeting women's psychological needs for socialization and identity may prompt them to buy. But this kind of marketing based on external labels may make female customers feel materialized, and it may also give people the impression of being too vain. In the modern business environment, we also advocate positive and healthy marketing strategies based on individual customer needs, providing high-quality products and services, and establishing good communication and trust relationships to increase sales, respect the diversity of different genders and various types of customers, and abandon improper practices that use gender bias.