Summary of All Eyes East

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

Palgrave Macmillan, more...

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All Eyes East book summary
Westerners selling to Chinese youth must understand their culture, perceptions and generational differences.


8 Overall

7 Applicability

9 Innovation

9 Style


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
  • What issues Western businesses have to consider when marketing their products and services to Chinese youth


China Transforming
Within a few years, China will be the world’s second-biggest consumer market. It is already the world’s largest car market and has the most cellphone subscribers of any nation. Some 54% of Chinese adults younger than 30 indicate that they plan to set up their own companies...
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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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    Advertising in China
    To 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.

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