|Motif For All Eyes East|
In China there are 500 million young people all under 30 years of age and it is a population that will play a vital part in the world economy. The book “All Eyes East” analyzes their tastes and consumer habits and is an essential guide for companies looking at these youngsters as a target market.
This is the first time that this group has been subject to such an analysis and the company strategies necessary to successfully penetrate this sector of China’s population.
All Eyes East, published by the Bergstrom Group, is an interesting guide created from real life stories which reveal the way in which young Chinese see themselves and the rest of the world. It deciphers key questions about this youth such as the phenomenon of the emergence of powerful new generations, the meaning and the manifestations of Oriental subculture and the new order that has emerged as a result of a dramatic disequilibrium in the country.
The author, Mary Bergstrom, explains how and why these changes have taken place and covers successful and failed cases of companies along with a futuristic vision of what is on the horizon.
Upon interviewing the brand leaders that have operated successfully in China for decades such as is the case of Pepsi, General Motors, Li Ning. McDonalds, Converse, JWT or Interbrand, Bergstrom offers personal details of the best practices and lessons already learned.
What is China’s youth seeking?
Many companies see China’s youth as the salvation to compensate for the freezing and decline of sales in the West. Born under the single child policy in an economy only recently opened up to the world, young Chinese consumers are consumers par excellence, almost as a birth right.
With the support of their parents and four grandparents, they are in a situation where they can buy new cars, luxury products and consumer goods well before their peers in other countries. It is the accumulated power of youth which is catapulting China into becoming the world’s Number #1 consumer market.
For more information go to: www.thebergstromgroup.com
Information courtesy of PinkerModa. Translated from Spanish by Richard Smith