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WHAT'S
                            SEXY?
                            CHINESE YOUTH
                            SHOW & TELL



 PERSPECTIVE
www.thebergstromgroup.com          telling the story of new China
INTRODUCTION Being sexy is not just about
                            girls sporting skimpy outfits. We notice that as young
                            people become more open about sex, their ideas about
                            what is sexy evolve as well. We asked youth from around
                            China to introduce us to what they find sexy.




www.thebergstromgroup.com                                          telling the story of new China
I think Shanghai is the sexiest city. Shanghai is a modern city which is just like
                 a sexy young lady, while Beijing is a different story., All the old stories and
                 historical architecture make Beijing mysterious and mature, it’s like a middle-
                 aged woman emitting the charm of maturity.
                 – Sunny, 25, female, Shanghai



www.thebergstromgroup.com                                                                     telling the story of new China
China's Top 10 Sexiest Cities
   17.3% respondents ranked Shanghai number one because of the city’s metropolitan
   style, prosperity, famous landmarks and being able to hold many big events like the 2010
   World Expo.




      The survey polled 6,600 people between the ages of 18-60 across 30 cities in China, by Horizon Research Consultancy Group.


www.thebergstromgroup.com                                                                                 telling the story of new China
What makes a city sexy?
Shanghai - modern cosmopolitan city, strong
economy
Hong Kong – celebrities, foreign influence
Chongqing – beautiful girls
Beijing – capital city, history and culture
Guangzhou – open-minded, easy to accept new
things
Shenzhen – special economic zone, opening up
Hangzhou – beautiful West Lake, pleasant climate,
pretty girls
Sanya – charming beaches, sub-tropical scene
Dalian – beautiful surroundings
Macao – gambling city, rich night life




www.thebergstromgroup.com                           telling the story of new China
Consumers tell:
   what youth find sexy

   Being sexy has nothing to do with skin
   or sex. I think a woman who knows
   how to enjoy life is very sexy. I like to
   treat myself to a nice, relaxing spa or
   a cocktail with friends after a long
   week at work. I don’t really have a
   sexy body but when I look into the
   mirror, I truly feel good about myself.
   -Rita, 24, female, Shanghai




   -Collage from The Bergstrom’s Group’s
   original research

www.thebergstromgroup.com                      telling the story of new China
For me, sexiness is beyond words. It has few things to do
    with sensory stimulation. A word, a language or eye contact
    can be sexy too! I think South America is sexy. People from
    Columbia, Cuba and Argentina speak a sexy language and
    their passion for life makes them sexy. Every time I see
    flamenco, I can’t help saying ‘wow, that’s so sexy and tasty!’
    - Vicky, 21, female, Beijing




                              To me, sexiness is a state of mind. I think I’m sexy because I feel
                              confident about my body and my appearance. If you think you are sexy,
                              people around you can definitely feel it. I know how to make full use of
                              my assets and promote them by dressing up.
                               - Xi, 22, female, Beijing



www.thebergstromgroup.com                                                                telling the story of new China
How youth represents sexy,
                            Chinese style
                            The incorporation of Chinese elements – lotus
                            flowers, embroidery, references to blue and
                            white porcelain, by young fashion student
                            friends in Inner Mongolia.




www.thebergstromgroup.com                               telling the story of new China
Sexy Avatars
We interpret it as a
mix of sexuality
becoming more
acceptable and
youth’s ongoing
reliance on the
Internet as a safe
place to experiment
with identity.




www.thebergstromgroup.com   telling the story of new China
I have changed my Renren avatar 86 times since 2008, the year I joined renren.com. It’s a way to get
     my friends’ attention, and also a way to show people and myself how I have changed physically. Plus, I
     don’t like to see one picture for long.
     - Genie, 20, female, Nanjing (via Rugao)




www.thebergstromgroup.com                                                              telling the story of new China
How do perceptions of sexiness effect
      branding? What is acceptably sexy to Chinese youth may not be the
      same as what is embraced outside China – or even what was acceptable in
      China a year ago. The findings speak to Chinese youth’s changing respect
      for celebrities, their awareness of those around them and their increased
      expectations regarding creativity.




www.thebergstromgroup.com                                                  telling the story of new China
3 denim brands:

    #1: BRAPPERS
    (Taiwanese superstar) Little S’
    seductive postures and close-ups
    of her low-cut-top are almost
    inappropriate for minors, not
    appropriate for men either if your
    girlfriend is with you. I think she is
    too flirtatious in this ad, but easily
    draws the audience’s attention.
    - Nothing, 24, male, Suzhou




     I’m pretty tired of this. In this ad, she is swaying her hips from the beginning to the end. It’s
    unclear to me what the company wants to sell. It seems like everything on her body could be
    a point of sale.
    - Cynthia, 24, female, Shanghai




www.thebergstromgroup.com                                                                    telling the story of new China
#2: LEVI'S
  This group of young beauties dancing behind the windows of a building attracts passers-by’s attention.
  The slogan ‘Did you read our hips?’ reveals Levi’s two emphases – the meaning of the word hip as in
  butts and as in trends. This is a brilliant sexy jeans ad without being too hot or overly conservative.
  - Michael , 26 , male, Nantong


www.thebergstromgroup.com                                                               telling the story of new China
#3: JASONWOOD

                                                                  This ad’s focus is on the fingers and
                                                                  pockets. I don’t think jeans ads
                                                                  necessarily have to be sexy. Close-up of
                                                                  the model’s fingers is an awesome idea
                                                                  since so many brands are using sexy
                                                                  models to attract an audience. Jasonwood
                                                                  presents a young and optimistic lifestyle. I
                                                                  would be interested in trying that.
                                                                  - Kiki, 24, female, Shanghai via
                                                                  Changzhou




       Honestly, I don’t see any special points in the Jasonwood’s advertisement. It is dry
       and boring, like a copy of an iPod campaign.
       - Eric, 24, male, Shanghai




www.thebergstromgroup.com                                                                 telling the story of new China
Openness to sexuality creates new markets

                                                Amy’s Bedroom is a female-owned sex shop in
                                                Shanghai’s French Concession district designed
                                                to appeal to a younger, more fashionable
                                                clientele. As Chinese youth become more open-
                                                minded about sex, Amy’s Bedroom welcomes
                                                more and more local customers.




      There is nothing to be ashamed of. If a toy can
            make us happier, why don’t we get one?
                         - Kevin, 26, male, Shanghai




www.thebergstromgroup.com                                                        telling the story of new China
..
 ABOUT US
www.thebergstromgroup.com   telling the story of new China
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 youth and have since broadened our scope to
    include women across lower tier to tier one.

    Based in Shanghai, our on-the-ground team of subject matter experts, researchers,
    trendspotters and photographers is dedicated to telling the story of new China in a
    way that is both authentic and actionable.




www.thebergstromgroup.com                                                                 telling the story of new China
GET CLOSER
                     www.thebergstromgroup.com

                     info@thebergstromgroup.com



www.thebergstromgroup.com                         telling the story of new China

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Sexiness in China

  • 1. WHAT'S SEXY? CHINESE YOUTH SHOW & TELL PERSPECTIVE www.thebergstromgroup.com telling the story of new China
  • 2. INTRODUCTION Being sexy is not just about girls sporting skimpy outfits. We notice that as young people become more open about sex, their ideas about what is sexy evolve as well. We asked youth from around China to introduce us to what they find sexy. www.thebergstromgroup.com telling the story of new China
  • 3. I think Shanghai is the sexiest city. Shanghai is a modern city which is just like a sexy young lady, while Beijing is a different story., All the old stories and historical architecture make Beijing mysterious and mature, it’s like a middle- aged woman emitting the charm of maturity. – Sunny, 25, female, Shanghai www.thebergstromgroup.com telling the story of new China
  • 4. China's Top 10 Sexiest Cities 17.3% respondents ranked Shanghai number one because of the city’s metropolitan style, prosperity, famous landmarks and being able to hold many big events like the 2010 World Expo. The survey polled 6,600 people between the ages of 18-60 across 30 cities in China, by Horizon Research Consultancy Group. www.thebergstromgroup.com telling the story of new China
  • 5. What makes a city sexy? Shanghai - modern cosmopolitan city, strong economy Hong Kong – celebrities, foreign influence Chongqing – beautiful girls Beijing – capital city, history and culture Guangzhou – open-minded, easy to accept new things Shenzhen – special economic zone, opening up Hangzhou – beautiful West Lake, pleasant climate, pretty girls Sanya – charming beaches, sub-tropical scene Dalian – beautiful surroundings Macao – gambling city, rich night life www.thebergstromgroup.com telling the story of new China
  • 6. Consumers tell: what youth find sexy Being sexy has nothing to do with skin or sex. I think a woman who knows how to enjoy life is very sexy. I like to treat myself to a nice, relaxing spa or a cocktail with friends after a long week at work. I don’t really have a sexy body but when I look into the mirror, I truly feel good about myself. -Rita, 24, female, Shanghai -Collage from The Bergstrom’s Group’s original research www.thebergstromgroup.com telling the story of new China
  • 7. For me, sexiness is beyond words. It has few things to do with sensory stimulation. A word, a language or eye contact can be sexy too! I think South America is sexy. People from Columbia, Cuba and Argentina speak a sexy language and their passion for life makes them sexy. Every time I see flamenco, I can’t help saying ‘wow, that’s so sexy and tasty!’ - Vicky, 21, female, Beijing To me, sexiness is a state of mind. I think I’m sexy because I feel confident about my body and my appearance. If you think you are sexy, people around you can definitely feel it. I know how to make full use of my assets and promote them by dressing up. - Xi, 22, female, Beijing www.thebergstromgroup.com telling the story of new China
  • 8. How youth represents sexy, Chinese style The incorporation of Chinese elements – lotus flowers, embroidery, references to blue and white porcelain, by young fashion student friends in Inner Mongolia. www.thebergstromgroup.com telling the story of new China
  • 9. Sexy Avatars We interpret it as a mix of sexuality becoming more acceptable and youth’s ongoing reliance on the Internet as a safe place to experiment with identity. www.thebergstromgroup.com telling the story of new China
  • 10. I have changed my Renren avatar 86 times since 2008, the year I joined renren.com. It’s a way to get my friends’ attention, and also a way to show people and myself how I have changed physically. Plus, I don’t like to see one picture for long. - Genie, 20, female, Nanjing (via Rugao) www.thebergstromgroup.com telling the story of new China
  • 11. How do perceptions of sexiness effect branding? What is acceptably sexy to Chinese youth may not be the same as what is embraced outside China – or even what was acceptable in China a year ago. The findings speak to Chinese youth’s changing respect for celebrities, their awareness of those around them and their increased expectations regarding creativity. www.thebergstromgroup.com telling the story of new China
  • 12. 3 denim brands: #1: BRAPPERS (Taiwanese superstar) Little S’ seductive postures and close-ups of her low-cut-top are almost inappropriate for minors, not appropriate for men either if your girlfriend is with you. I think she is too flirtatious in this ad, but easily draws the audience’s attention. - Nothing, 24, male, Suzhou I’m pretty tired of this. In this ad, she is swaying her hips from the beginning to the end. It’s unclear to me what the company wants to sell. It seems like everything on her body could be a point of sale. - Cynthia, 24, female, Shanghai www.thebergstromgroup.com telling the story of new China
  • 13. #2: LEVI'S This group of young beauties dancing behind the windows of a building attracts passers-by’s attention. The slogan ‘Did you read our hips?’ reveals Levi’s two emphases – the meaning of the word hip as in butts and as in trends. This is a brilliant sexy jeans ad without being too hot or overly conservative. - Michael , 26 , male, Nantong www.thebergstromgroup.com telling the story of new China
  • 14. #3: JASONWOOD This ad’s focus is on the fingers and pockets. I don’t think jeans ads necessarily have to be sexy. Close-up of the model’s fingers is an awesome idea since so many brands are using sexy models to attract an audience. Jasonwood presents a young and optimistic lifestyle. I would be interested in trying that. - Kiki, 24, female, Shanghai via Changzhou Honestly, I don’t see any special points in the Jasonwood’s advertisement. It is dry and boring, like a copy of an iPod campaign. - Eric, 24, male, Shanghai www.thebergstromgroup.com telling the story of new China
  • 15. Openness to sexuality creates new markets Amy’s Bedroom is a female-owned sex shop in Shanghai’s French Concession district designed to appeal to a younger, more fashionable clientele. As Chinese youth become more open- minded about sex, Amy’s Bedroom welcomes more and more local customers. There is nothing to be ashamed of. If a toy can make us happier, why don’t we get one? - Kevin, 26, male, Shanghai www.thebergstromgroup.com telling the story of new China
  • 16. .. ABOUT US www.thebergstromgroup.com telling the story of new China
  • 17. 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 youth and have since broadened our scope to include women across lower tier to tier one. Based in Shanghai, our on-the-ground team of subject matter experts, researchers, trendspotters and photographers is dedicated to telling the story of new China in a way that is both authentic and actionable. www.thebergstromgroup.com telling the story of new China
  • 18. GET CLOSER www.thebergstromgroup.com info@thebergstromgroup.com www.thebergstromgroup.com telling the story of new China

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