By M. Bergstrom
All Eyes East: How chinese language formative years will Revolutionize international advertising and marketing offers 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 certain from their opposite numbers round the world.
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Additional resources for All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth
As post-90s consumers have moved into the spotlight, the brand has had to seek new meaning with younger consumers. While the post-70s and post-80s remember the brand's founder bringing home China's first Olympic gold medal in 1984, the moment is ancient history for the post-90s. For Li Ning, the challenge is to go beyond what the brand meant in the past in order to create new associations. As Chen explains, "The post-90s know who he [Li Ning] is, but they did not experience the moment [when he won China's first Olympic gold medal in 1984] so that affinity isn't there for the younger consumers.
Each generation offers its own opportunities and traps. 2 ALL EYES EAST Chevy Cruz's Old Boys video draws on post-80s' memories of Michael Jackson small. Understanding the generations is a critical part of this strategy. Joan Ren, executive deputy director of Marketing and Distribution Department, and deputy general director of Chevrolet Sales and Marketing Department of Shanghai General Motors (GM), makes an apt comparison: "They say America is a nation of nations. "l7 GM's product line reflects the need to diversify to meet the increasingly splintered market.
Growing up, the post-80s were cornered by societal pressures; their access to new experiences and consumption power came at a high price for these Little Emperors. Schools and parents created a competitive environment with a narrow margin for deviation from the norm. Their failure or success was a reflection on the family. Burdened by constant comparison and supervision, the post-80s grew up under a microscope. With little time to themselves outside of structured school and family agendas, the post-80s had few opportunities to express or experiment with independence.