Direct Marketing In China - A Market Analysis

1 Direct Marketing: Introduction
1.1 Definitions & Report Coverage
1.2 Executive Summary
1.3 Relevant Reports From Access Asia

2 Direct Marketing: Operating Environment
2.1 Overview
2.1.1 China’s New Consumers
Focus Box: 19 Things to Know About DM
2.2 Mail Order
2.2.1 Mail Order: Current Environment
2.2.2 Mail Order: Foreign Investment
2.2.3 Mail Order: Official Recognition
2.3 Mail Inserts
2.3.1 Mail Inserts: Print Publications Overview
2.3.2 Mail Inserts: Restructuring of Print Publications Sector
2.3.3 Mail Inserts: Subscription Services Via the Post Office
2.3.4 Mail Inserts: Current Environment
2.3.5 Mail Inserts: Inserts and Testing
2.4 Direct Mail
2.4.1 Direct Mail: Overview
Table 2.1 Direct Mailing Statistics in China, 2002
2.4.2 Direct Mail: China Post
Case Study: Selling Home Computers
2.4.3 Direct Mail: Postal Rates
2.4.4 Direct Mail: Postal (Zip) Codes
2.4.5 Direct Mail: Address Formats
2.4.6 Direct Mail: Window Envelopes
2.4.7 Direct Mail: Outer Envelopes and Colour Printing
2.4.8 Direct Mail: Business Reply (BR) Envelopes
Case Study: Launching a New Mobile Phone
2.5 Door-to-Door
2.5.1 Door-to-Door: Overview
Focus Box: Less Door-to-Door, More Retail
2.6 Telemarketing
2.6.1 Telemarketing: Overview
2.7 SMS
2.7.1 SMS: Current Environment
2.7.2 SMS: Marketing Opportunities
2.7.3 SMS: Working with Chinese Copy
2.7.4 SMS: Government Controls
2.7.5 SMS: Market Outlook
Case Study: Coke’s SMS Success
2.8 Direct Response Print Advertising
2.8.1 Direct Response Print Advertising: Print Sector Overview
2.8.2 Direct Response Print Advertising: Current Environment
2.8.3 Direct Response Print Advertising: Offline Versus Online
2.8.4 Direct Response Print Advertising: Lead Times and Standby Rates
2.8.5 Direct Response Print Advertising: Standby Advertising
2.8.6 Direct Response Print Advertising: Positioning
2.8.7 Direct Response Print Advertising: Split Run Testing and Inserts
Focus Box: Testing, Testing, One…Two…Free!
2.8.8 Direct Response Print Advertising: Quality
2.8.9 Direct Response Print Advertising: Creative Ads for the Consumer
Case Study: Dow Jones and the Chopsticks
Focus Box: Do You Copy?
2.9 Lists and List Brokers
2.9.1 Lists and List Brokers: Overview
2.9.2 Lists and List Brokers: Telephone Directories
2.9.3 Lists and List Brokers: China Post
2.9.4 Lists and List Brokers: Undeliverables
2.9.5 Lists and List Brokers: Limited Options
2.9.6 Lists and List Brokers: Build Your Own
2.10 Home Shopping
2.10.1 Home Shopping: Obstacles
2.10.2 Home Shopping: Foreign Investors
Case Study: TVSN’s First-Mover Advantage
2.11 Interactive & Pay TV
2.11.1 Interactive & Pay TV: Obstacles
2.11.2 Interactive & Pay TV: Foreign Investors
2.11.3 Interactive & Pay TV: Shanghai Cable Network
2.12 E-commerce
2.12.1 Overview
2.12.2 E-commerce: Payment Methods
Case Study: Traditional Payments Still the Best
2.12.3 E-commerce: China Post
2.12.4 E-commerce: Postal Saving and Remittance Bureau (PSRB)
2.12.5 E-commerce: Market Forecast
Table 2.2 Total B2C E-commerce Expenditure by Country, 1997-2004
2.13 Web Marketing
2.13.1 Web Marketing: Current Environment
Case Study: E-Marketing Beverages with Xianzai
2.13.2 Web Marketing: Relationship Marketing
Case Study: China Interactive Gets Personal
2.13.3 Web Marketing: Online Advertising
Table 2.3 Users’ Preferred Advert Formats, 2002
2.14 Cards, Clubs and Points
2.14.1 Cards, Clubs and Points: Card Issuers
2.14.2 Cards, Clubs and Points: Joining Clubs and Earning Points
2.14.3 Cards, Clubs and Points: Using the Data
2.14.4 Cards, Clubs and Points: An Undeveloped Market
Case Study: Which Card Buys Loyalty?
2.15 Radio
2.15.1 Radio: Overview
2.15.2 Radio: Traditional Government Medium
2.15.2 Radio: Benefits for Consumer-Goods Firms
2.15.3 Radio: Foreign Investment
2.16 Cinema
2.16.1 Cinema: Overview
2.16.2 Cinema: Foreign Investment
2.16.3 Cinema: On-Screen Advertising
2.17 Outdoor and Mobile/Transport
2.18.1 Outdoor and Mobile: Outdoor Overview
2.18.2 Outdoor and Mobile: Transport Overview
2.18 Field Marketing/Face-to-Face
2.19 International Direct Marketing

3 Direct Marketing: Infrastructure
3.1 Postal Services
3.1.1 Postal Services: China Post
Table 3.1 China’s Post Offices and Postal Services, 2002
3.1.2 Postal Services: China Post’s Facilities by Province
Table 3.2 Postal Services Facilities by Province, 2001
3.1.3 Postal Services: China Post’s Postal Volumes
Table 3.3 China Postal Service Volumes, 2002
3.1.4 Postal Services: Per Capita Use
Table 3.4 Postal Services: Business Volume by Province, 2001
3.1.5 Postal Services: Express Mail Delivery
Case Study: Fighting for Express Mail
3.2 Telecom Services
3.2.1 Telecom Services: Telephone Penetration
Table 3.5 Telecom Services in China, 1997-2002
3.2.2 Telecom Services: Telephone Lines Per Household
3.2.3 Telecom Services: Telecom Operators
Table 3.6 Mobile Telecom Services Data, 1999-2001
3.2.4 Telecom Services: Technology
3.2.5 Telecoms: Wireless Pagers
Table 3.7 Pager Services Data, 1999/2000
3.3 Internet Infrastructure
3.3.1 Internet Infrastructure: Overview
3.3.2 Internet Infrastructure: Users in China
Case Study: Driving Consumers to Product Trial
3.3.4 Internet Infrastructure: Personal Computers
Table 3.8 PC Ownership per Urban Household, 1995-2001
3.4 Television Infrastructure
3.4.1 TV Infrastructure: Overview
Table 3.9 China TV Statistics, 2002
3.4.2 TV Infrastructure: TV Penetration
Table 3.10 % Growth in Urban Household TV Ownership, 1997-2002
Table 3.11 Urban Household TV Ownership, 1997-2002
3.4.3 TV Infrastructure: Terrestrial Television
3.4.4 TV Infrastructure: Cable Television
3.4.5 TV Infrastructure: Satellite Television

4 Direct Marketing: SWOT Analysis
4.1 SWOT Analysis: Strengths
4.2 SWOT Analysis: Weaknesses
4.3 SWOT Analysis: Opportunities
4.4 SWOT Analysis: Threats

5 Direct Marketing: Regulatory Environment
5.1 Government Organisations
5.1.1 Ministry of Commerce (MOFCOM)
5.1.2 State Postal Bureau (China Post)
Table 5.1 China Post Structure
5.1.3 Ministry of Information Industry (MII)
5.1.4 State Administration of Radio, Film and Television (SARFT)
5.1.5 China Radio, Film & Television Group (CRFT)
5.1.6 China Advertising Association (CAA)
5.2 Regulatory Environment
5.2.1 Regulatory Environment: Overview
5.2.2 Regulatory Environment: Consumer Privacy Legislation
5.2.3 Postal Legislation
5.2.4 Advertising Legislation
Focus Box: Prescription Drug Laws
5.2.5 Regulatory Environment: Internet Legislation
5.2.6 Regulatory Environment: Direct Selling Legislation
5.2.7 SMS Legislation

6 Direct Marketing: Demographics
6.1 Regions of China
6.2 Demographics
6.2.1 Demographics: Total Population
Table 6.1 Total Population, 1996-2002
6.2.2 Demographics: Population by Location
Table 6.2 Population by Urban-Rural Divide, 1996-2002
6.2.3 Demographics: Population Breakdown by Location
Table 6.6 Population Breakdown by Urban-Rural Divide, 1996-2002
6.2.4 Demographics: Population by Province
Table 6.4 Population by Province, 1999-2002
6.2.5 Demographics: Population Density by Province
Table 6.5 Population Density by Province, 1999-2002
6.2.6 Demographics: Population Concentration
6.2.7 Demographics: Population by Gender
Table 6.6 Total Population Breakdown by Gender, 1996-2002
6.2.8 Demographics: Population by Age Group
Table 6.7 Population by Age Group, 1996-2002
Table 6.8 Population by Age Group (%), 1996-2002
6.3 Consumer Attitudes
6.3.1 Consumer Attitudes: Overview
6.3.2 Consumer Attitudes: Response to Political Change
6.3.3 Consumer Attitudes: Response to Economic Change
6.3.4 Consumer Attitudes: Changes in Lifestyle
6.4 Consumer Wealth
6.4.1 Consumer Wealth: GDP and Cost of Living
Table 6.9 GDP and Cost of Living Index, 1996-2002*
6.4.2 Consumer Wealth: Provincial Differences in GDP
Table 6.10 GDP Ranked by Province, 1996-2002*
6.4.3 Consumer Wealth: GDP Growth by Province
Table 6.11 GDP Growth Ranked by Province, 1996-2002*
6.4.4 Consumer Wealth: GDP Per Capita by Province
Table 6.12 Per Capita GDP Ranked by Province, 1999-2002
6.4.5 Consumer Wealth: Concentration of Wealth by Province
6.4.6 Consumer Wealth: The Major Cities
Table 6.13 Leading Cities: Key Economic Indicators, 2002
6.5 Households
6.5.1 Households: Overview of Household Conditions
6.5.2 Households: Total Households by Size
Table 6.14 Number of Households by Size, 1996-2002
6.5.3 Households: Total households by Urban/Rural Split
Table 6.15 Number and Size of Households by Location, 1996-2002
6.5.4 Households: Income Earners Per Household
Table 6.16 Average Number of Income Earners per Household, 1996-2002
6.6 Employment
6.6.1 Employment: Number of Workers by Sector
Table 6.17 National Employment by Sector, 1996-2002
6.6.2 Employment: Growth by Sector
Table 6.18 Growth in Employment by Sector, 1996-2002
6.6.3 Employment: Number of Workers by Gender
6.6.3 Employment: Number of Workers by Habitation
Table 6.19 National Workforce by Habitation, 1996-2002
6.6.4 Employment: Urban Unemployment
Table 6.20 Urban Unemployment Rates, 1996-2002
6.7 Consumer Income
6.7.1 Consumer Income: Average Incomes by Sector
Table 6.21 Average Incomes by Sector, 1996-2002
6.7.2 Consumer Income: Growth by Sector
Table 6.22 Growth in Average Incomes by Sector, 1996-2002
6.7.3 Consumer Income: Average Incomes by Region
Table 6.23 Average Incomes by Region, 1998-2002
6.8.4 Consumer Income: Growth by Region
Table 6.24 Growth in Average Incomes by Region, 1998-2002
6.8 Consumer Market
6.8.1 Consumer Market: Spending Trends
Table 6.25 Consumer Expenditure* by Broad Sector at Current Prices, 1996-2002
6.8.2 Consumer Market: Per Capita Consumer Expenditure
Table 6.26 Per Capita Consumer Expenditure* by Broad Sector at Current Prices, 1996-2002
6.8.3 Consumer Market: Retail Sales and Consumer Spending
Table 6.27 Retail Sales as a Proportion of Consumer Expenditure, 1996-2002
6.8.4 Consumer Market: Urban Income and Spending Compared
Table 6.28 Urban Average Annual Income/Expenditure, 1996-2002