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.
on May 8, 2012
"The Chinese consumer market is really only a single generation old. (...) So this whole idea of marketing and consumption is very, very new and the rules are yet to be written."
(extract from an interview between M. Bergstrom and T. Minges)
The above says it all.
At present there's very little literature about the fast-evolving chinese society. This book provides a broad perspective on the different generations with their particular attitudes, and combines this with detailed and recent case materials.
Even after having lived 5 years in China, this book provided new and deeper insights.
Highly recommended, and a must for anyone who wants to learn anything about marketing & branding in China.