All Eyes East Lessons from the Front Lines of Marketing to China's Youth [Hardcover]

All Eyes East: How Chinese Youth will Revolutionize Global Marketing provides brands looking to capitalize on this new world order with the insight they need to understand and capture the world's most powerful audience. Bergstrom provides insights into Chinese youth, revealing what makes them unique from their counterparts around the world.Acknowledgements Introduction 1. The New (R)evolutionaries: 70s, 80s, and 90s Generations 2. Progress: Mapping New Roads to Success 3. Tipping Gender: From Boys Rule to Girl Power 4. About Face: Seeing New Beauty Codes 5. Speaking Up: The Seeds of Activism 6. Creative Sub-cultures: Building Outside The Mainstream 7. Re-branding Chineseness: New China, New Identity

All Eyes East is the first work I have seen that identifies the fundamental motivations of China's 'new generation.' Rather than lapse into cliche about spending power or growing individualism, she uncovers the tension between modern values and Chinese tradition that make this age cohort such a fascinating subject of exploration. - Tom Doctoroff, author of Billions and What Chinese Want

There is much to understand about Chinese youth. It is a complex and ever changing audience that requires more than the occasional focus group or standard market research. Bergstrom goes on the road, looks into the cupboards, shops, and talks to Chinese youth in a way that cuts through the red tape and the standard Q&A. Hanging out with influencers, she uncovers what will be the next big thing years ahead of others. If you want to know about Chinese youth, start here. - Frederique Covington Corbett, Chief Marketing Officer, Microsoft, AsiaPac

A lot has happened since the world unearthed China's 'Little Emperors.' In All Eyes East, Bergstrom reveals new ways to segment this 500 million deep army of young consumers, along the way showing us how brands are successful (or not). We need to get closer to this unique group of confident, creatils.