Chinese youth are undergoing a change in assumptions about dating, money, and love.

1. LOVE IN CHINA
CHANGING ATTITUDES
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2. Introduction
Chinese youth are undergoing a change in
assumptions about dating, money, and love.

3. Embracing Old Taboos
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4. SPOTLIGHT ON SINGLE WOMEN
Until recently, being a single woman was socially unacceptable. Whether by
choice or by circumstance, finding oneself outside of marriage could be an
uncomfortable and lonely place. But like most things in China, change is
afoot. We have noticed media recently that gives a voice and personality to
two roles that have traditionally been swept under the rug: older
bachelorettes and single moms.
Read our original post here.

5. WHY WOMEN ARE LEFT OVER
In “我知道你是怎么剩下的" ("I Know Why
You Are Left Over" in Mandarin), author
and relationship columnist Wu Di presents
a different angle on the phenomenon. The
book presents reasons behind women's
shift from tradition (difficulty managing
relationship problems, choosing between
love and career, and integrating new
ideas about marriage and divorce) and
exposes uniquely Chinese circumstances
that have helped develop China's first
generation of single women.
Wu Di told us, shengnv is a product of the increasing
GDP. This definition impressed me. It helped me to
feel confident about being a shengnv because it
helped me see that I am the one that chose to be left
over. - aishanglyl
Read our original post here.

6. MAPPING GENDER IMBALANCE
Baidu launched a special feature for its
mobile and PC map services called, the
“Map of Love” in honor of Valentine’s
Day. At the end of the holiday, the map
relayed more than a love tale; it
illustrated China's gender imbalance. A
reported 70,205 single men had left love
messages compared to only 13,532
single women.
Read our original post here.

7. SEXUAL REVOLUTION
"Red Light Revolution" is the comedic film about an out-of-work Beijing taxi
driver who opens a sex shop. The fact that the film passed censors says
something about the subject's quickly fading taboo -- and the fact that there
is no nudity. But it also points to a change in people's attitudes and appetite
for conversing openly about sexuality.
Read our original post here.

8. CELEBRATING MISTRESS DAY
The day before Valentine's Day,
Mistress Day, has drawn attention.
In Hebei province, billboards and
banners reminded the public,
“don’t have an affair on Valentine’s
Day. Bring your love home.”
Online, some cheeky youth poked
fun at Mistress Day while other
enterprising girlfriends showed off
their loot from boyfriends who
gifted on both Mistress Day and
Valentine's Day.
Read our original post here.

9. HIGH END SEX BOUTIQUE
Lin Degang, the founder of Oyeah.com.cn established his site in 2003 and
went on to make it the biggest online retailer of sex toys and lingerie in
China by marketing sex as fun. Lin hopes to attract young, affluent
consumers ready to embrace their sexuality. He describes these shoppers
as “urban professionals,” “Chinese yuppies who value the finer things in life,”
and “the kind of people who enjoy red wine.”
Read our original post here.

10. Who We Are
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11. OUR STORY
Established in 2006, The Bergstrom
Group has developed a reputation for
providing vivid customer immersions for
brands and agencies. We began our
commitment to China by focusing on
young consumers.
Based in Shanghai but spread across
China, our on-the-ground team of subject
matter experts, researchers,
trendspotters and creatives is dedicated
to telling the story of new China in a way
that is both authentic and actionable.

12. OUR BOOK
All Eyes East: Lessons from the Front
Lines of Marketing to China’s Youth
by Mary Bergstrom
Published in 2012, this book leverages five
years of analysis, expert interviews, and photo
journalism to tell the story of the world’s most
powerful consumer group.
Foreword by Chairman of Omnicom China
Commentary from leaders at GM, PepsiCo,
McDonald’s, Converse, Li Ning, JWT,
Interbrand, etc.
www.alleyeseastchina.com

13. Get Closer
Shanghai PRC
T: +8621 6431 4027
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www.alleyeseastchina.com
www.thebergstromgroup.com