服装销售企年终总结.ppt

?Starcom Worldwide Source: Catalyst China, 2006 Market: Shanghai % Fashion Shoppers window-shops before deciding walking into a shop to try and to buy but Magazine TV also greatly influence their fashion choice… IS THIS REFLECTED IN COMPETITORS MEDIA CHOICE? Euro ‘000 Mass Brands; e.g. Espirit Giordano have higher spending versus the upscale brands… Source: Nielsen Media Adquest Euro ‘000 Source: Nielsen Media Adquest Expected Seasonality – S/S and F/W Peak... Total Spending Euro 2,122,900 Unit: Euro’000 2005 Total Spending Euro 2,172,100 2006 YTD Print – Magazine is THE Choice of Medium for Fashion Retail Advertisers… Source: Nielsen Media Adquest Increasing OOH Media Exposures… Data Source: China Media Marketing Survey 2006 S/S Wave Source: Catalyst China, 2006 Market: Shanghai % Apart from Magazine, TV, Newspaper Internet also offer high Potential Reach to target the Fashionable Group… Milestone Of TV Development In China 1978 ~ 2000 Mass Media Boom… 2000 2001 2002 2003 2004 2005 Start of media consolidation in view of WTO, anticipating foreign threat but # channels still growing… Political driven consolidation ‘failed’… Central Govt. step in to speed up market consolidation SARFT # 17 Sellers/Buyers looking for strong media for effective communication; better rating/coverage/content Maintain ratecard for media, keep CPM/CPRP for buyer… Shake-up is the only market equilibrium… Year of digital TV… 2010: cover key cities 2015: shut down analog Different Levels of TV Coverage… CCTV Satellite TV Provincial TV Local City Terrestrials 16 Channels… National roll-out, cost efficient 200+ Channels… Cost effective regional coverage 33 Provincial Satellite Channels Secondary National Coverage 2000+ Terrestrial Channels… High Reach and Frequency... Enhance efficiency frequency Data Source: CSM/Target 25-55/ Whole day average viewing China TV Channel Share By City Tier… National level, CCTV viewing share ↑ Tier 1: Local TV maintain stronghold Tier 2: Satellite