What you need to know about regional differences and local pride to grow your brand among Chinese youth. It is more than physical attributes, locality also decides who is in and who is out. - The Bergstrom Group

1. REGIONAL PRIDE IN CHINA:
YOUNG CONSUMERS DEFINE HOME
PERSPECTIVE
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2. INTRODUCTION Regional differences are more
than objective, external attributes. In China, they also help
define who is “in” and who is out. Beyond spoken dialects,
media makes sure the definitions are universally
understood and Internet language maintains boundaries
online.
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3. From I China to I Shanghai
On a cold December morning, Shanghai radio station Moving 101's "Music Breakfast"
program was being broadcast. Hosts Xiao Jun and Xiao Chang were chatting in
Shanghainese dialect, joking with the audience during a break in the music.
An audience member sent an SMS message to the show: "I beg you guys to stop
speaking Shanghainese, I hate you Shanghainese people!"
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4. The DJ replied on air: "...to this audience member, please roll yourself into a ball and
then roll yourself out of this city you hate and the presence of these people you hate!"
After this bomb exploded, people online were quick to take a stance.
SNS users changed their profile images to "I love Shanghai" and shared photos and
messages to support their hometown.
Shanghai people themselves were from other cities back in the old days. The thing
Shanghainese talk about most is WDR's bad manners.
- Jimmy, 23, male, Shanghai
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5. Language of Exclusion
" 门槛精 (Men Kan Jing)", meaning
"being smart and not easily duped" in
Shanghai dialect, is often used by people
from other pats of China to describe
Shanghainese people. Tit for tat,
Shanghainese have developed slang to
refer to non-Shanghainese too - 外地
(Wai Di Ren - people from outside of
Shanghai) or 乡下人 (Xiang Xia Ren
–
country bumpkin).
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6. Using the term WD (Wai Di) was
censored by online community
KDS because of the issue's
sensitivity. Still eager to
communicate their position,
KDS users started using YP, an
abbreviation for "Yingpan",
meaning hardware in
English. What does hardware
have to do with it? There is a
famous hardware company
West Digital, which is
abbreviated to WD. Sly,
eh?
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7. In the Culture
Shanghai Dialect Input Method Editor is an application that allows users to type
in Shanghainese. The tool was created by Professor Qian Nairong, a strong
advocate for preserving the language by making it modern and accessible.
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8. Shanghainese-dialect rap song "99 Reasons Why I Love Shanghai"
上海是所有宁咯 FAMILY Shanghai is everyone's family
才讲上海闲话 We all speak Shanghainese.
上海一年一个样 The face of Shanghai changes every year.
上海咯明朝会得越来越可爱 The future of Shanghai will be so amazing.
阿拉咯上海 大家一道 say Hey! Our Shanghai, let's say Hey together!
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9. Brands Go Native
Keeping regional dialects alive of course is not only a means of excluding outsiders, it
is also a means of establishing an inner circle. Speaking these languages connotes
that you are in the know, you come from a common place and share a set of
expectations about the future.
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10. Shanghainese beer brand Reeb touted its Shanghainese roots in a TVC spot. It is an
ode to the city and a reminder that the brand's belonging.
Lyrics:
上海是我长大成人的所在 Shanghai is where I was born and grew up,
带着我所有的情怀 and have all my memories.
第一次干杯 The first drink,
头一回恋爱 the first love,
在永远的纯真年代 they remain in the age of innocence.
好日子 好时代 Wonderful days, wonderful times,
我在上海 力波也在 I am in Shanghai. So is REEB.
To see the ad (within China), visit here.
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11. MOVIES
"CRAZY STONE"
AND
"CRAZY RACER"
WERE
RELEASED IN
A MIX OF
MANDARIN,
SICHUAN,
QINGDAO,
GUANGDONG
AND
NORTHEASTERN
DIALECTS
Dialects Rule
Shanghai people are trying their best to preserve and develop their culture including the
dialect. Of course, Shanghai is just one example. Every regional dialect has its own
culture and fans.
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12. TAKE AWAYS
Understanding what regional identities exist and what
connotations they have is critical for brands hoping to gain
favor – without alienating.
How can your brand be part of the local scene? How can
you adopt visual and verbal cues that demonstrate that
you know your consumers and fit into their lives better
than your competition?
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13. ..
ABOUT US
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14. 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 and lower tier consumers.
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.
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15. GET CLOSER
www.thebergstromgroup.com
info@thebergstromgroup.com
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