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All Eyes East
Book

All Eyes East

Lessons from the Front Lines of Marketing to China's Youth

Mary Bergstrom
Palgrave Macmillan, 2012

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Editorial Rating

8

Qualities

  • Innovative

Recommendation

Marketing your products or services in China can be baffling. Westerners and East Asians, including the Chinese, perceive reality differently from each other. This makes it difficult for Westerners to execute a campaign or commercial that hooks Chinese consumers. Messages that appeal to one group of consumption-oriented young Chinese will likely alienate another group. Shanghai-based consultant Mary Bergstrom expertly scrutinizes China’s young people, mapping their likes, dislikes, motivations and aspirations – everything Western firms must know to market to this vast audience. getAbstract recommends Bergstrom’s often surprising advice to those who want to sell in China or learn more about the moneyed youth of the Middle Kingdom.

Take-Aways

  • Western companies need to know what motivatesChina’s newest generations of consumers and what lifestyle choices appeal to them.
  • The rules of engagement with consumers in China can be confusing and change rapidly.
  • The Chinese classify population groups according to the decade of their birth.

About the Author

Mary Bergstrom heads The Bergstrom Group, a Shanghai-based consultancy that has developed a network of trend spotters and subject matter experts from across China.

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