By M. Bergstrom
All Eyes East: How chinese language early life will Revolutionize worldwide advertising presents manufacturers seeking to capitalize in this new international order with the perception they should comprehend and seize the world's strongest viewers. Bergstrom offers insights into chinese language formative years, revealing what makes them distinct 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
The post-80s, on the other hand, preferred to eat at a popular buffet-style restaurant and then pop over to a club called Babyface to party. For gifts, Swarovski and Louis Vuitton topped their list. Last, the post-90s set out to meet friends at McDonald's and play video games. The presents they asked for included Red Bull and Durex condoms. Even in this brief example, we can see how the post-70s are reputed to be more traditional and focused on family, how the post-80s are perceived as white-collar status seekers, and how the post-90s are viewed as fast kids on a mission to push the limits.
I5 The white-collar dream was highly alluring in an era when production and consumption were being established as core social values. SPENDING TOMORROW'S MONEY TODAY New values fueled by increased disposable income allowed youth to be the first in line to experience the recently imported consumptiondriven lifestyle. Having grown up in an era of economic expansion, youth assumed that their personal incomes would continue to rise as well. With little concern for being laid off or preparing for the worst, saving became less relevant.
THE NEW (R)EVOLUTIONARIES 19 As each generation has altered its relations with the collective, its members have developed their own identity as separate from the group. In attitudes and actions, each generation has created its own legacy. The evolution maps as follows: the post-70s represented a more traditional point of view, while the post-80s ushered in a new mainstream and the post-90s bucked this mainstream to foster their own non-mainstream. THE ECONOMIC BACKDROP In many ways, the evolution of the generations in China can be charted alongside China's economic development.