The Bergstrom Group http://www.thebergstromgroup.com Fri, 31 Oct 2014 19:47:31 +0000 en hourly 1 http://efclan.org/ McDonald’s Recruits New Chinese Workers http://www.thebergstromgroup.com/new-blog-view/mcdonalds-recruits-new-chinese-workers/ http://www.thebergstromgroup.com/new-blog-view/mcdonalds-recruits-new-chinese-workers/#comments Fri, 14 Jun 2013 09:40:20 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/mcdonalds-recruits-new-chinese-workers/

McDonald’s just finished its second annual nationwide recruitment week with a new slogan “麦当劳 我最好的职业第一棒 (McDonald’s, my best first job)”. The campaign was aimed to be a massive recruiting effort and enhancement for the employer brand. We took a look at both on and offline components.]]>
Unlikely Activists Take to the Streets http://www.thebergstromgroup.com/new-blog-view/unlikely-activists-take-to-the-streets/ http://www.thebergstromgroup.com/new-blog-view/unlikely-activists-take-to-the-streets/#comments Fri, 07 Jun 2013 08:27:24 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/unlikely-activists-take-to-the-streets/

Recently, we noticed a very unusual event in China -- a street protest. Whereas social activism online and protests against a brand have become common, rarely do we see citizens broadcasting social complaints in public.]]>
Consumers Report: How To Tell Fake vs. Real Wine http://www.thebergstromgroup.com/new-blog-view/consumers-report-how-to-tell-fake-vs-real-wine/ http://www.thebergstromgroup.com/new-blog-view/consumers-report-how-to-tell-fake-vs-real-wine/#comments Tue, 07 May 2013 01:05:16 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/consumers-report-how-to-tell-fake-vs-real-wine/

Taxi ads in Shanghai have recently been promoting the difference between real and fake wines (a mounting problem in China?).]]>
Youth-Led Sichuan Earthquake Relief 2013 http://www.thebergstromgroup.com/new-blog-view/youth-led-sichuan-earthquake-relief-2013/ http://www.thebergstromgroup.com/new-blog-view/youth-led-sichuan-earthquake-relief-2013/#comments Sun, 05 May 2013 01:01:51 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/youth-led-sichuan-earthquake-relief-2013/

The 2008 Sichuan earthquake was the starting point for today's confident youth activism efforts so we were especially excited to see a group of youth hit the streets of Chengdu recently. Inviting the public to support earthquake relief, the informal group requested monetary donations and provided blank postcards so that people could write words of encouragement to those affected.



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Importing UK Homemaker Culture to China http://www.thebergstromgroup.com/new-blog-view/importing-uk-homemaker-culture-to-china/ http://www.thebergstromgroup.com/new-blog-view/importing-uk-homemaker-culture-to-china/#comments Wed, 24 Apr 2013 07:44:23 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/importing-uk-homemaker-culture-to-china/ Haier Looks to Connect Style and the Environment). DIY would be part of the lifestyle and emerging housewife culture.]]>

Cath Kidston entered China’s market recently with a unique offering for local xiao qing xin fans (小清新 or little freshness, for more: Haier Looks to Connect Style and the Environment). DIY would be part of the lifestyle and emerging housewife culture.]]>
Top 10 Retail Priorities: 2013 Edition http://www.thebergstromgroup.com/new-blog-view/top-10-retail-priorities-2013-edition/ http://www.thebergstromgroup.com/new-blog-view/top-10-retail-priorities-2013-edition/#comments Wed, 24 Apr 2013 07:18:02 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/top-10-retail-priorities-2013-edition/ Women’s Wear Daily and 2010 results in AdAge).

We have been able to encapsulate on point priorities and mark fluctuations during this time. In 2008, youth were risk takers, eager and willing to travel and branch out to discover new brands. In 2010, consumers had already moved on from retail tourists to efficiency enthusiasts. No longer willing to travel, youth looked for convenient, tried and true options.]]>


We have been tracking the key factors youth consider when buying in a store since 2008 (check out our 2008 results in Women’s Wear Daily and 2010 results in AdAge).

We have been able to encapsulate on point priorities and mark fluctuations during this time. In 2008, youth were risk takers, eager and willing to travel and branch out to discover new brands. In 2010, consumers had already moved on from retail tourists to efficiency enthusiasts. No longer willing to travel, youth looked for convenient, tried and true options.]]>
The Rise (and Fail) of Luxury Brands Online http://www.thebergstromgroup.com/new-blog-view/the-rise-and-fail-of-luxury-brands-online/ http://www.thebergstromgroup.com/new-blog-view/the-rise-and-fail-of-luxury-brands-online/#comments Wed, 24 Apr 2013 03:48:39 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/the-rise-and-fail-of-luxury-brands-online/

According to L2’s report on fashion brands’ digital performance in China last year, independent B2C has increased its share from 6% in 2011 to 22% in 2012 in online apparel spend. Despite the growth however, not one brand from L2's study earned the “genius” rank yet, indicating a slow execution across the board in digital performance (site, social media, mobile, and digital marketing).]]>
Top Memories From The 2013 Shanghai Auto Show http://www.thebergstromgroup.com/new-blog-view/top-memories-from-the-2013-shanghai-auto-show/ http://www.thebergstromgroup.com/new-blog-view/top-memories-from-the-2013-shanghai-auto-show/#comments Tue, 23 Apr 2013 14:46:04 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/top-memories-from-the-2013-shanghai-auto-show/ Mini Cooper's John Cooper line was manned by foreign men and women in racing gear while the brand's regular line was staffed by local youth in British styled, casual clothing. Customizable colored parts (similar to fixed gear bike options), photo booth displays, and driving games were popular participation destinations.]]>

Storytelling
Mini Cooper's John Cooper line was manned by foreign men and women in racing gear while the brand's regular line was staffed by local youth in British styled, casual clothing. Customizable colored parts (similar to fixed gear bike options), photo booth displays, and driving games were popular participation destinations.]]>
Restaurant 2.0: Magazine-d Menu and Phone Apps http://www.thebergstromgroup.com/new-blog-view/restaurant-2-0-magazine-d-menu-and-phone-apps/ http://www.thebergstromgroup.com/new-blog-view/restaurant-2-0-magazine-d-menu-and-phone-apps/#comments Tue, 23 Apr 2013 00:20:51 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/restaurant-2-0-magazine-d-menu-and-phone-apps/

Restaurants in China are finding more creative approaches to enhance diners’ in-store experience, including launching menus that look like magazines and smart phone apps.]]>
Shop Assistants As Brand Ambassadors http://www.thebergstromgroup.com/new-blog-view/shop-assistants-as-brand-ambassadors/ http://www.thebergstromgroup.com/new-blog-view/shop-assistants-as-brand-ambassadors/#comments Mon, 22 Apr 2013 03:28:33 +0000 Bergstrom Trends http://www.thebergstromgroup.com/new-blog-view/shop-assistants-as-brand-ambassadors/

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.]]>