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Published by: Access Asia
Published: Mar. 1, 2004 - 150 Pages
Table of Contents
Disclaimer
A Notice on Copyright
Table of Contents
Foreward
Section 1 Direct Marketing in China: Introduction
1.1 Definitions & Report Coverage
1.2 Executive Summary
The DM Challenge in China
China’s Strengths
Outlook for DM in China
1.3 Relevant Reports From Access Asia
Section 2 Direct Marketing in China: The Industry Today
2.1 The Market
2.1.1 The Market: China’s New Consumers
Focus Box: 19 Things to Know About DM
2.2 The Market: Market Size
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 Inserts and Testing
2.4 Direct Mail
2.4.1 Direct Mail: Overview
Table 2.1 Direct Mailing Statistics in China
2.4.2 Direct Mail: Major Players
Bertelsmann
Dangdang
Joyo
Mecox Lane
OA 365
Xiaokang
2.4.3 Direct Mail: The Post Office - China Post
Case Study: Selling Home Computers
2.4.4 Direct Mail: Postal Rates
2.4.5 Direct Mail: Postal (Zip) Codes
2.4.6 Direct Mail: Address Formats
2.4.7 Direct Mail: Window Envelopes
2.4.8 Direct Mail: Outer Envelopes and Colour Printing
2.4.9 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
Case Study: Coke’s SMS Success
2.7.5 SMS: Market Outlook
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: Major Players
Bertelsmann
Ctrip
Dangdang
Eachnet
Joyo
2.12.6 E-commerce: Market Forecast
Table 2.2 Total B2C E-commerce Expenditure by Country
2.13 The Internet
2.13.1 The Internet: Current Environment
2.13.2 The Internet: Relationship Marketing
Case Study: China Interactive Gets Personal
2.13.3 The Internet: Online Advertising
Table 2.3 Users’ Preferred Advert Format
2.14 Email
2.14.1 Email: Current Environment
Case Study: E-Marketing Beverages with Xianzai
2.14.2 Response Rates
2.15 Cards, Clubs and Points
2.15.1 Cards, Clubs and Points: Card Issuers
2.15.2 Cards, Clubs and Points: Joining Clubs and Earning Points
2.15.3 Cards, Clubs and Points: Using the Data
2.15.4 Cards, Clubs and Points: An Undeveloped Market
Case Study: Which Card Buys Loyalty?
2.16 Radio
2.16.1 Radio: Overview
2.16.2 Radio: Traditional Government Medium
2.16.2 Radio: Benefits for Consumer-Goods Firms
2.16.3 Radio: Foreign Investment
2.17 Cinema
2.17.1 Cinema: Overview
2.17.2 Cinema: Foreign Investment
2.17.3 Cinema: On-Screen Advertising
2.18 Outdoor and Mobile/Transport
2.18.1 Outdoor and Mobile: Outdoor Overview
2.18.2 Outdoor and Mobile: Transport Overview
2.19 Field Marketing/Face-to-Face
2.20 International Direct Marketing
Section 3 Direct Marketing in China: Infrastructure
3.1 Postal Services
3.1.1 Postal Services: China Post
Table 3.1 China’s Post Offices and Postal Services
3.1.2 Postal Services: China Post’s Facilities by Province
Table 3.2 Postal Services Facilities by Province
3.1.3 Postal Services: China Post’s Postal Volumes
Table 3.3 Postal Service Volumes in China
3.1.4 Postal Services: Per Capita Use
Table 3.4 Postal Services: Business Volume by Province
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
3.2.2 Telecom Services: Telephone Lines Per Household
3.2.3 Telecom Services: Telecom Operators
3.2.4 Telecom Services: Technology
3.2.5 Telecom Services: Wireless Pagers
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
3.4 Television Infrastructure
3.4.1 TV Infrastructure: Overview
Table 3.9 China TV Statistics
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
3.4.3 TV Infrastructure: Terrestrial Television
3.4.4 TV Infrastructure: Cable Television
3.4.5 TV Infrastructure: Satellite Television
Section 4 Direct Marketing in China: SWOT Analysis
4.1 SWOT Analysis: Strengths
4.2 SWOT Analysis: Weaknesses
4.3 SWOT Analysis: Opportunities
4.4 SWOT Analysis: Threats
Section 5 Direct Marketing in China: Regulatory Environment
5.1 Regulatory Environment
5.1.1 Regulatory Environment: Overview
5.1.2 Regulatory Environment: Consumer Privacy Legislation
Consumer Privacy
Direct Sales
“Bonus”, “Gift” and Discounted Products and Services
Product Recalls
Consumers’ Right of Safety
Return and Refund
Punitive Damages
Administrative Penalties
5.1.3 Postal Legislation
5.1.4 Advertising Legislation
Focus Box: Prescription Drug Laws
5.1.5 Regulatory Environment: Internet Legislation
5.1.6 Regulatory Environment: Direct Selling Legislation
Notice of the State Council on the Prohibition of Direct Marketing Business Activities, April 18th 1998.
5.1.7 SMS Legislation
5.2 Government Organisations
5.2.1 Ministry of Commerce (MOFCOM)
State Economic & Trade Commission
Ministry of Foreign Trade & Economic Co-operation (MOFTEC)
5.2.2 State Postal Bureau (China Post)
Table 5.1 China Post Structure
5.2.3 Ministry of Information Industries (MII)
5.2.4 State Administration of Radio, Film and Television (SARFT)
5.2.5 China Radio, Film & Television Group (CRFT)
5.2.6 China Advertising Association (CAA)
5.3 The China Direct Marketing Association
China DMA members
Benefits of China DMA membership
Events and Conferences
Legal and regulatory issues
Ethics
Education
Information
Commissions
The China DMA Website
Section 6 Direct Marketing in China: Demographics
6.1 Regions of China
Map 1.1 China: Provinces and Municipalities
6.2 Demographics
6.2.1 Demographics: Total Population
Table 6.1 Total Population
6.2.2 Demographics: Population by Location
Table 6.2 Population by Urban-Rural Divide
6.2.3 Demographics: Population Breakdown by Location
Table 6.6 Population Breakdown by Urban-Rural Divide
6.2.4 Demographics: Population by Province
Table 6.4 Population by Province
6.2.5 Demographics: Population Density by Province
Table 6.5 Population Density by Province
6.2.6 Demographics: Population Concentration
6.2.7 Demographics: Population by Gender
Table 6.6 Total Population Breakdown by Gender
6.2.8 Demographics: Population by Age Group
Table 6.7 Population by Age Group
Table 6.8 Population by Age Group (%)
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
Livelihood
Individual loans
Housing
Possessions
Travel
Entertainment
Health and Fitness
Purchasing Influences
Taboos
6.4 Consumer Wealth
6.4.1 Consumer Wealth: GDP and Cost of Living
Dealing with WTO
Confident Shoppers
Table 6.9 GDP and Cost of Living Index
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
6.4.4 Consumer Wealth: GDP Per Capita by Province
Table 6.12 Per Capita GDP Ranked by Province
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
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
6.5.3 Households: Total households by Urban/Rural Split
Table 6.15 Number and Size of Households by Location
6.5.4 Households: Income Earners Per Household
Table 6.16 Average Number of Income Earners per Household
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
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
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
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
Appendix Direct Marketing in China: Post Office Interview
Shanghai 2003
The Authors
Barry Colman
Christopher Torrens
Relevant Reports From Access Asia
AbstractThis report is jointly published by Access Asia & the China Direct Marketing Association The report includes coverage of the following aspects of DM: direct mail, mail order, permission or response-driven marketing, POS marketing, mobile & web marketing.
Executive Summary:
This report is the first census on the state of the DM industry in China conducted by Access Asia and the China Direct Marketing Association.
There is a general lack of research into direct marketing (DM) and its effectiveness in China. This report aims to consolidate all that we know about mainland DM market to date, serving as a benchmark for future reports. The authors hope to encourage those companies and organisations which practise DM in China to help develop the industry by sharing their learnings with the general market.
The report covers the DM industry in China. This is necessarily distinct from the advertising industry, though its lack of maturity in the mainland market means that as yet it has gained little official recognition including specific legislation.
The report includes coverage of the following aspects of DM: direct mail, mail order, permission or response-driven marketing, point-of-sale (POS) marketing, web- or mobile phone-enabled marketing. It takes an in-depth look at China postal and courier, telecoms and Internet sectors, assessing infrastructure and operating environments. It also profiles key government bodies relevant to the DM sector, as well as leading companies involved in the China DM industry.
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