By M. Bergstrom
All Eyes East: How chinese language formative years will Revolutionize worldwide advertising and marketing offers manufacturers seeking to capitalize in this new global order with the perception they should comprehend and seize the world's strongest viewers. Bergstrom presents insights into chinese language early life, revealing what makes them particular from their opposite numbers round the world.
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Additional info for All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth
These hopefuls from the post-80s generation are helping to pioneer entrepreneurship in China, even more so than their older comrades. 1 A young entrepreneur in Shenzhen builds his dance studio brand. Photo by Feng Lei (Ayu) PROGRESS 37 desired to own their own businesses, and 39 percent of those born in the 1950s had similar aspirations. 2 This burst of upstart enthusiasm has come after a long hiatus that started in 1949 and lasted until the 1980s. Although the Chinese Communist Party only officially recognized private entrepreneurs in 1988, the idea has moved quickly from the margins to the mainstream.
The renewed value of formal education went hand in hand with new employment opportunities; the 1980s opened new work/life paths for youth to explore and conquer. To make room for a more diversified economy, the state relaxed its role as sole provider and opened doors for private enterprises to be established. Previously, the state-as the primary employer-determined workers' location, function, and mobility. As compensation, workers could expect that the state would provide housing, rations, and security.
At this stage, Chinese audiences have seemed open-minded towards branded entertainment and more tolerant of overt marketing than Westerners. Consumption isn't a dirty word; rather, it's a commonly accepted social value. ANT TRIBES Popularization of the office worker fantasy has equated the idea of being an urban white-collar employee with being on the road to PROGRESS 47 happiness. This notion has enticed young dreamers to pack up life in smaller towns to take their shot at success in the big city.