Mary Bergstrom's All Eyes East is the first work I have seen that identifies the fundamental motivations of China's "new generation." Rather than lapse into cliché about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration. - Tom Doctoroff, CEO of JWT Greater China and author of Billions, Selling to the New Chinese Consumer
There is so much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Mary Bergstrom goes on the road, looks into the cupboards, shops and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers, she uncovers what will be the next big thing years ahead of others. Sharing beauty secrets with moms, daughters and grandmothers, she uncovers why Chinese youth think about beauty in a completely different way than previous generations. On a photo fashion shoot, she decomposes the values of Chinese youth on “fake” vs. “genuine” brands. If you want to know about Chinese youth start here. - Frederique Covington Corbett, Chief Marketing Officer Microsoft, AsiaPac
A lot has happened since the world unearthed China’s ‘Little Emperors.’ In All Eyes East, Bergstrom reveals new ways to segment this 500 million deep army of young consumers, along the way showing us how brands are successfully (or not) “going red.” We need to get closer to this unique group of confident, creative youth; they may well be steering our world into the future. This is the China must-read book of 2012. - Ian Stewart, Asia Pacific Marketing Director for Converse
Chinese youth are the audience of today AND tomorrow. Any brand that wishes to market to them should not miss this book. - Arlene Ang, CEO, Digital, OmnicronMediaGroup China
Mary Bergstrom’s book has by far provided one of the most fully grounded and highly inspirational analyses for China’s ‘Bird’s Nest Generation. ’ Through her lens of the changing ‘identity politics’ in the spheres of nation, class, gender, and popular culture in contemporary China, Bergstrom will re-orient the global vision of a newly rising superpower and proves a solid and distinctive insight for any serious scholar of integrative marketing. - Dr. Anbin Shi, Professor and Associate Dean, School of Journalism and Communication, Tsinghua University, Beijing
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.