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Pushing Premium Trends In Hotels, Wines, and Retail!

As Chinese consumers become more accustomed to the idea of luxury, they are looking for a deeper, more personal connection to specific brands and experiences. Consumers are no longer satisfied with run of the mill luxury; they are looking for something unique that incorporates specific values that accompany a higher classed lifestyle. !!

CHANGING PERCEPTIONS

!   Younger generation dislikes how Louis Vuitton is so widely accessible now, stating that “even a housekeeper” can buy an LV purse!

!   Louis Vuitton’s popularity is faltering amongst the younger generation, who favor less well-known, less widely accessible luxury brands!

!   Read our original post here �

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BILLIONAIRE MATCHMAKERS�

!   Wealthy billionaires have hired a third party group to help them find the perfect wife: “high-caliber mothers of the second generation of the rich” !

!   Recruiters evaluate female applicants for education level, natural appearance, and personality!

!   Read our original post here �

Luxury hotels look for ways to reinvent what it means to live in luxury… !

Brands Respond

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LOCAL TASTES + INT’L STANDARDS

!   Luxury hotels attract a new segment by combining traditional Chinese culture with contemporary lifestyle and technology!

! Ahn Luh Dujiangyan in Chengdu offers a tai chi center, dim sum breakfasts, regional goods in the boutique, and traditional Chinese medicine!

!   Read our original post here!

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LAMBORGHINI BOUTIQUE HOTELS

!   The first Lamorghini family owned luxury boutique hotel comes to Suzhou!!   The hotel doesn’t match up with many expectations for a “Lamborghini”

hotel!!   Read our original post here �

TRENDSPOTTERS IMAGINE…�!   It must be a car-themed hotel. I would expect them offering free one-day

Lamborghini car drive experiences in the city. Having a car-shaped bed and color theme (yellow and black) in the room would be nice too. - Eric, 25, male!

!   I would imagine a Lamborghini hotel would be a boutique, smaller sized hotel. There wouldn't be a reception counter. Instead, reception desk staff would check customers in one-on-one with an iPad. They should avoid being similar to a standard five-star hotel. A discounted rate for renting Lamborghini would be good and free Lamborghini cars could also be offered for wedding usage in the hotel. - Jenny, 38, female!

Brands understand that consumers want to incorporate the concept of luxury in their daily lives’, but without paying a hefty price. Some brands push

premium into unexpected places and categories.!

Affordable Luxury

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PREMIUM IN MESSAGES IN CONVENIENCE STORES

!   For food and beverage, quality means more than surface appeal, there is a price on safety!

!   Read our original post here �

ONLINE WINE COMMUNITIES�

!   Part exclusive social network, part online shopping site, TasteV encourages members to explore and learn about different types of affordable wines. The invite-only membership takes part in selecting the inventory for the site. Their selections come from evaluating those chosen by sommeliers and vintners!

!   Read our original post here �

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Who We Are�

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 STORY

Thought Leadership

All Eyes East: !Lessons from the Front

Lines of Marketing to China’s Youth !by founder, Mary Bergstrom!

!+ Foreword by Chairman of Omnicom China!

+ Commentary from leaders at GM, PepsiCo, McDonald’s, Converse, Li Ning, JWT, Interbrand, etc.!

+ Nominated for Marketing Book of the Quarter, Executive Programme by Expert Marketeer"

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