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by THE BERGSTROM GROUP on April 15, 2013
We have been interested in the premiumization of every day FMCG for a long time (check out our report on the topic) and Crest’s 3D-LUXE toothpaste recently caught our eye as a poignant example of this trend.
by THE BERGSTROM GROUP on March 11, 2013
Convenience store brand 7-11 recently launched a promotion for their so-called “affordable luxury” coffee. Customers get a second cup of coffee for only 1 RMB if they provide name cards.
by THE BERGSTROM GROUP on February 27, 2013
We took a trip to a local supermarket and noticed how made-for-New-Year products from Eastern and Western brands differ in visual delivery. FMCG brands from Asia emphasize more text-based messaging by adding traditional Chinese characters; while those from the West seem to be more graphic in expressing wishes.
by THE BERGSTROM GROUP on February 26, 2013
Renting a girlfriend/boyfriend for Chinese New Year is no longer surprising news. Group purchase website Meituan.com took the idea a step further by launching a “Raffle a Partner for New Year” activity on its “Dreams Come True” (“美梦成真”) platform. Here, where users participate and compete for free products regularly, the promotion attracted over 240,000 participants.
by THE BERGSTROM GROUP on February 25, 2013
As the Year of the Snake approached, Media Markt launched a new online game “You reduce pressure, I add pressure/lucky money” (“你减压，我加压”). The goal of the game was to ease consumers’ pre-holiday stress and allow them to win shopping cards. The game is rather simple; by beating mythical figure Nian, players have the chance to win up to 100 RMB in in-store credit. What caught our attention was the stress options players could select before starting the game – career, health, relationship, and study.
by THE BERGSTROM GROUP on January 15, 2013
Often referred to as the "Apple of China," we have watched Xiaomi's launch with a lot of interest. Looking back at our original post from September 2011, we remember the excitement of queuing up online hoping to get one of the first models. We weren't alone; at one point, 300,000 pre-orders were placed in 34 hours. The company recently announced that it sold 7.9 million headsets in 2012 (US $2B in sales) and is hoping to sell more than 10 million phones in 2013. To do this, Xiaomi has hinted at expansion plans (including Hong Kong and the US).
The Bergstrom Group is an insights consultancy with a passion for telling the story of new China.
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