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by THE BERGSTROM GROUP on May 7, 2013
Taxi ads in Shanghai have recently been promoting the difference between real and fake wines (a mounting problem in China?).
by THE BERGSTROM GROUP on May 5, 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.
by THE BERGSTROM GROUP on April 24, 2013
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.
by THE BERGSTROM GROUP on April 24, 2013
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.
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.
by THE BERGSTROM GROUP on April 24, 2013
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).
by THE BERGSTROM GROUP on April 23, 2013
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.
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.
The Bergstrom Group is an insights consultancy with a passion for telling the story of new China.
We (literally) wrote the book on marketing to youth in China. Get beyond the headlines with All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth to understand the attitudes and behaviors that drive the most dynamic population of our time.