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ORGANIC CHINA The Movement, The Motivation!

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.!

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THE ORGANIC MOVEMENT

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 UniversityAuthor 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.

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THE ORGANIC DOUBTS

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.!

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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

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!!

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