This document provides a branding and service design strategy for Lenovo to address the female mobile phone market in China. It begins with an introduction explaining the growing economic power of women in China and the opportunity this presents. It then outlines the objectives of identifying Lenovo's current position, understanding female consumers, examining other brands targeting women, and establishing a branding and design approach. Research findings are presented on Lenovo's market share and competitors' strategies. Customer research shows factors women consider when buying phones and preferences for online searching. Possible brand strategies are evaluated and a conclusion recommends a sub-brand strategy using viral branding on Sina Weibo, emotional branding, and an experiential service design approach.