The organic movement is taking interesting form in China. Here, we tell the story by exploring representations in media, business, and among consumers. Happy reading!
1. ORGANIC CHINA
The Movement, The Motivation!
www.thebergstromgroup.com!
2. Introduction
Although consumers are motivated to layer food
safety protections and explore a new lifestyle
trend, organic ideas are true unchartered territory
here. As consumers’ personal interests tie to larger
social issues, it becomes an opportunity to
demonstrate how brands can educate and add to
new aspiration models.!
4. THE APPEAL OF AN ORGANIC LIFESTYLE
! A change from “eating for
safety” to “having an organic
lifestyle”!
– When organic is mentioned, most
people immediately think of
“healthy” -- but also “expensive.” !
– Organic products in China have
been regarded as a guard against
food safety issues. However, some
young tastemakers prefer organic
products for other reasons. !
! Read our original post here.
5. THE VALUE AND THE STATUS
! My colleague and I order organic vegetables, meat, and tofu via organic farms online
regularly. It’s not just about how it tastes; it’s about how it makes you feel. My boss
and colleagues have a great influence on how my life could be. I often don’t find
similarities between me and my boss because she is not a post-80s. But I look up to
her for how she values her life quality and balance between work and leisure time.
The lifestyle she has is my goal, and starting with organic
products makes me feel closer to that balance. – Yishu, 25, female,
Shanghai (via Changzhou)!
! My general perspective would be that previously in China no one cared due to the
higher price points, but now that is not the case - there is a niche market … In China
organic also has status considerations tied up in its perception to a fairly large
degree. It's becoming a marker for upper class consumption...
– Giana M. Eckhardt, PhD
Associate Professor Marketing Suffolk University
Author of "The Myth of the Ethical Consumer"
6. TV SHOW PRESENTS GREEN
! A much more "hands-on" approach to organic than has thus
far been presented in the media!
– The hero in “Go Amy”, Zhang Heping, is a “sea turtle" (someone who
returns to China after studying or living abroad). What makes him
strikingly different from Amy's other love interest is his down-to-earth
lifestyle (LOHAS-like).!
! Read our original post here.
7. REAL ESTATE: FROM GOLD TO GREEN
! Looking to own a future vision of organic rather than an idea
embedded in the past!
– A new housing compound in Nanjing called Chengwang Lidu (骋望骊
都) is calling itself the “leading organic housing.” For Chengwang Lidu,
this leadership means an interpretation of a green and healthy lifestyle
fitted with high technology.!
! Read our original post here.
9. TOOTHPASTE BRAND'S ORGANIC CLAIMS
! An “alternative” organic seal on the packaging!
– The brand Darlie “黑人”(meaning black person; previously known as
Darkie - seriously) has gone green.!
! Read our original post here.
10. CONCERNS BROUGHT UP
! Issue #1: Uncertain claims!
– I don’t know how to tell if it’s really organic products and I have
never heard of organic certifications. I have a hard time trusting seal
given by Chinese authority. Compared to China, America has a much
stricter regulation for giving seals to brands with organic products or
ingredient; and products are much cheaper there. And here, brands just
say what they want to say.!
! Issue #2: Where organic fits into lifestyle!
– If it’s not too expensive, I would like to give it a try. We need to use
toothpaste every day after all. Organic is good but I don’t think
organic ingredients for toothpaste is necessary. I prefer organic fruits
because I eat them without cooking. It feels healthier and more direct.!
! Issue #3: Selling long term benefits to a consumer base
accustomed to instant gratification
11. MUDDLING THROUGH ORGANIC SEALS
! 2 organic seals and 23
organizations authorized to
certify products with the
official seals!
– Most of these 23 organizations
have their own unique seal.!
– Additional seals connoting
exportability or different countries
of origin or organizational
approval.!
! Read our original post here.
!
13. 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. !
14. OUR BOOK
All Eyes East: !
Lessons from the Front
Lines of Marketing to
China’s Youth !
By Mary Bergstrom!
!
!
+ Foreword by Chairman of Omnicom China!
+ Interviews with leaders at GM, PepsiCo,
McDonald’s, Converse, Li Ning, JWT, Interbrand, etc.!
!
+ Nominated for Marketing Book of the Quarter,
Executive Programme by Expert Marketeer!
!
15. GET
CLOSER
www.thebergstromgroup.com
www.alleyeseastchina.com