By M. Bergstrom
All Eyes East: How chinese language adolescence will Revolutionize worldwide advertising presents manufacturers seeking to capitalize in this new global order with the perception they should comprehend and catch the world's strongest viewers. Bergstrom offers insights into chinese language early life, revealing what makes them particular 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
42 ALL EVES EAST IMPORTING THE WHITE COLLAR In 1977, the National Higher Education Entrance Examination (otherwise known as the gao kao) was reinstituted after a ten-year hiatus during the Cultural Revolution. The exam marked a renewed investment in education for the country and a new benchmark for success in society. With it came a tide of hierarchical accomplishment and competition, sweeping up parents and their only children, who were clambering to avoid being left behind. 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.
48 ALL EVES EAST LESSONS FROM THE FACTORY FLOOR The dream of making it big in China is not reserved only for whitecollar college graduates. In 2010, the Shenzhen-based tech factory Foxconn suffered a rash of tragedies when over a dozen (mostly successful) suicide attempts were made by 18- to 24-year-old factory workers. )23 Foxconn is a 60 billion USD manufacturer filling orders for the likes of Dell, Hewlett-Packard (HP), and Apple, employing roughly one million employees across several campuses.
Opportunities also began to migrate back to the cities from their Mao-appointed post in the countryside. As China engaged in new trade relationships, an open-door policy encouraged foreign investment. The first Special Economic Zone (SEZ) was established along the coastal city of Shenzhen and given special permissions in order to enable easy trade. In 1985, tariffs were lowered to further stimulate trade, and by 1989, almost 22,000 joint ventures had been established in China. Among these early entrants were 952 American firms, including the iconic consumer brands Chrysler and Coca-Cola.
All Eyes East: Lessons from the Front Lines of Marketing to China’s Youth by M. Bergstrom