By M. Bergstrom
All Eyes East: How chinese language adolescence will Revolutionize worldwide advertising presents manufacturers trying to capitalize in this new international order with the perception they should comprehend and catch the world's strongest viewers. Bergstrom presents insights into chinese language early life, revealing what makes them designated from their opposite numbers round the world.
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Extra info for All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth
CHAPTER 2 PROGRESS: MAPPING NEW ROADS TO SUCCESS You may not always succeed even if you work hard, but you will fail if you give up.! -Yao Ming, former NBA basketball player, born in 1980 , I interviewed a group of young entrepreneurs for a client to better understand their motivations and direction. One young man who piqued my interest was Lifu, a hip-hop aficionado born in 1989 who had turned his love of dance into a studio called Speed Control. But he wasn't content to stop at teaching youth in Shenzhen how to bust a move.
Buick, GM's first brand sold in the mainland, had been very successful, but with such a large territory and multiple consumer groups to cover, there was a danger of stretching Buick's value too thin. To keep pace, the portfolio now includes Cadillac for luxury, Buick for premium, and Chevrolet for mainstream consumers. To prepare for a faster-paced, more demanding future car market, GM is also cooperating with the Pan Asia Technical Automotive Center (PATAC), the first Sino-foreign automotive engineering and design joint venture in China.
Although they may have less direct experience, young car enthusiasts are extremely well informed about their options. Leveraging a plethora of official and user-generated THE NEW (R)EVOLUTIONARIES 29 sites and communities online, young buyers often know as much as the salespeople about the vehicles on the floor. Not limited to one brand, however, they are versed in foreign as well as domestic product lines and often know more about future models than cohorts in other countries. With domestic models that offer a good price-performance value, GM knew that Chevrolet had to make an emotional connection to compete.
All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth by M. Bergstrom