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ORGANIC CHINA
  The Movement, The Motivation!




        www.thebergstromgroup.com!
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.!
THE ORGANIC
 MOVEMENT


  www.thebergstromgroup.com!
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.
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"
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.
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.
THE ORGANIC DOUBTS



      www.thebergstromgroup.com!
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.
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
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.
!
WHO WE ARE



  www.thebergstromgroup.com!
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. !
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!
            !
GET
CLOSER
   www.thebergstromgroup.com	
  
     www.alleyeseastchina.com	
  
                             	
  

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Organic China: The Movement, The Motivation

  • 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.!
  • 3. THE ORGANIC MOVEMENT www.thebergstromgroup.com!
  • 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.
  • 8. THE ORGANIC DOUBTS www.thebergstromgroup.com!
  • 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. !
  • 12. WHO WE ARE www.thebergstromgroup.com!
  • 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