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by THE BERGSTROM GROUP on April 22, 2013
During a recent retail audit, we encountered two young shop assistants from Rope Picnic, a newly launched Japanese fashion brand. The mainland Chinese assistants had been given style training from Japanese representatives to best represent the brand's aesthetic. Once looking Rope Picnic-ready, these young fashionistas become models for the brand's Weibo accounts. When customers go to the store, they can likely meet these relatable brand ambassadors.
by THE BERGSTROM GROUP on January 15, 2013
This year we see an increased interest in building walls around information. This filtering of information can take more than one form and serves two purposes: to keep important information at the forefront and to relegate other information out of sight. As you will see in the list, in some instances, a wall can highlight users in small communities; it can help build connection, reputation, and enable self-preservation. In other cases, it can make consumers more informed by highlighting their own interests and muting the world outside.
by THE BERGSTROM GROUP on August 15, 2011
Branded music channels are nothing new on Douban FM, but now Burberry is sliding Chief Creative Officer Christopher Bailey's personal picks into the mix. The brand's station "Burberry Music MHz," gives young Chinese a way to know more about British music, the brand and the designer.
Burberry's emphasis on social media in China was reported by the Wall Street Journal,
Burberry has also set up accounts on Chinese social-networking sites Kaixin001.com and Douban.com, and on Internet television site Youku.com Inc. It is tapping two Chinese celebrities to send out comments through its account on Sina Weibo, a Twitter-like microblogging service where it has more than 90,000 fans.
Many of China's shoppers rely on blogs and other forms of social media for information about brands, said Colleen Cheng, senior vice president and national business director, Ogilvy Public Relations Worldwide China.
"Engaging in these channels through influencer engagement and conversation management, therefore, is critical for any brand that hopes to make an impact in this market," Ms. Cheng said.
by THE BERGSTROM GROUP on June 28, 2011
On June 21, a post-90s girl, Guo Meimei caused outrage among netizens by posting ostentatious photos of her villa, several luxury sports cars, and a dozen or so colorful Hermès handbags. When netizens investigated this flaunter's identity, they saw on her Sina Weibo personal profile that Guo claimed to be the general manager of Red Cross Commerce. Ay yo! Now there are rumors being swung online suspecting the Red Cross of misusing funds. A host of companies, brands and people are being connected to the scandalous rumors (which are mind you, rumors).
A Sina micrblogger made a relationship chart tying Guo Meimei to various companies, brands, organizations and celebrities, helping people better understand how the situation got complicated after the “Guo Meimei incident” exploded online.
A Sina micrblogger made a relationship chart tying Guo Meimei to various companies, brands, organizations and celebrities, helping people better understand how the situation got complicated after the “Guo Meimei incident” exploded online.
by THE BERGSTROM GROUP on May 30, 2011
There is no doubt that the group purchase space is crowded in China these days. To differentiate in a commodity market, brands are looking to recruit popular celebrities.
Group purchase site Manzuo.com is looking to cash in on the popularity of the American sit com The Big Bang Theory with Chinese audiences. Recently, they scored one of the lead actors Jim Parsons as spokesperson. Competitor site Lashou.com has not slouched either, having leveraged famous mainland movie actor Ge You in its campaign.
by THE BERGSTROM GROUP on April 28, 2011
While Jennifer Lopez was voted American People Magazine's "World's Most Beautiful Woman," she was recently given a style thumb's down when compared to China's own Fan Bingbing.
A video clip from Fashion Police, an American fashion talk show, has travelled quickly across Sina Weibo. The hot topic is the hosts' raving about Chinese celebrity Fan Bingbing’s styling of an Elie Saab dress. Fan's sparkly turban and cardigan combined with miles of gold bracelets was compared to Jennifer Lopez’s simple styling in the show's section "Bitch Stole My Look." To the delight of Chinese netizens, Fan Bingbing won. Hosts described Fan Bingbing as “the No.1 star in China” and were awed by how she styled a camisole on her head as a turban.
Check out the video clip:
A video clip from Fashion Police, an American fashion talk show, has travelled quickly across Sina Weibo. The hot topic is the hosts' raving about Chinese celebrity Fan Bingbing’s styling of an Elie Saab dress. Fan's sparkly turban and cardigan combined with miles of gold bracelets was compared to Jennifer Lopez’s simple styling in the show's section "Bitch Stole My Look." To the delight of Chinese netizens, Fan Bingbing won. Hosts described Fan Bingbing as “the No.1 star in China” and were awed by how she styled a camisole on her head as a turban.
Check out the video clip:
The Bergstrom Group is an insights consultancy with a passion for telling the story of new China.
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