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by THE BERGSTROM GROUP on April 24, 2013
According to L2’s report on fashion brands’ digital performance in China last year, independent B2C has increased its share from 6% in 2011 to 22% in 2012 in online apparel spend. Despite the growth however, not one brand from L2's study earned the “genius” rank yet, indicating a slow execution across the board in digital performance (site, social media, mobile, and digital marketing).
by THE BERGSTROM GROUP on March 12, 2013
On Women’s Day, many white collar females are given half a day off from work. In stores, retailers are exploring ways to lure in shoppers. Here are some of the sales we noted:
by THE BERGSTROM GROUP on February 26, 2013
Renting a girlfriend/boyfriend for Chinese New Year is no longer surprising news. Group purchase website Meituan.com took the idea a step further by launching a “Raffle a Partner for New Year” activity on its “Dreams Come True” (“美梦成真”) platform. Here, where users participate and compete for free products regularly, the promotion attracted over 240,000 participants.
by THE BERGSTROM GROUP on January 15, 2013
This year we see an increased interest in building walls around information. This filtering of information can take more than one form and serves two purposes: to keep important information at the forefront and to relegate other information out of sight. As you will see in the list, in some instances, a wall can highlight users in small communities; it can help build connection, reputation, and enable self-preservation. In other cases, it can make consumers more informed by highlighting their own interests and muting the world outside.
by THE BERGSTROM GROUP on September 20, 2012
Our team went back to school and asked college students and recent graduates to describe their looks:
Cheer, 21, f, college student major in new media
This semester my style is more refreshing (or qingxin) in design and color than it was last year.
Cheer, 21, f, college student major in new media
This semester my style is more refreshing (or qingxin) in design and color than it was last year.
by THE BERGSTROM GROUP on September 20, 2012
As fall fashion season is upon us, we asked three of our trendspotters to give us their opinions on what will be hot for young men and women in China. Overall, these “chao” (潮 meaning trendy) youth agree that safe colors will be "out." See more of their predictions for men and women below:
Zhou Wei, 26, m, Taobao menswear shop owner, Shanghai (via Nantong)
For guys just graduating, I suggest simple and clean-cut outfits that fit well to graduate from the more sporty looks they had in school. I select products for my store based on fashion information I absorb from magazines, Weibo and fashion shows worldwide. 60% of my customers come to the store without knowing what to buy or what is suitable for them so learning more also helps me guide my customers’ tastes. – Zhou Wei
The Bergstrom Group is an insights consultancy with a passion for telling the story of new China.
We (literally) wrote the book on marketing to youth in China. Get beyond the headlines with All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth to understand the attitudes and behaviors that drive the most dynamic population of our time.