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.
In this summary, you will learn
- What distinguishes different generations of young people in China,
- How young people are transforming the nation and
- What issues Western businesses have to consider when marketing their products and services to Chinese youth.
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.
Comment on this summary
Contained in Knowledge Pack:
Knowledge PackAdvertising in ChinaTo sell your product in the world's biggest emerging market, you have to advertise – but if you already think China is a wild, wooly commercial frontier, just wait until you try marketing there.
Customers who read this summary also read
Penguin Group (USA), 2012
Joeri Van den Bergh and Mattias Behrer
Kogan Page, 2016
LID Publishing, 2016
Sharon Schweitzer and Liz Alexander