20150728 mint edition investor proposal [digital ver]
1. min
Social life
The Big fiSh foo
Show BringS yo
gaSTronomic Trea
To SuiT all BudgeT
交与活动: 大鱼美食推荐不
算的美味
deSTina
caTch The The
Summer Sun w
Trip To The Bea
counTy of cor
康沃
抓住夏日最后
LUXURY LIFE & STYLE MAGAZI
英国时尚生活专刊
MINT
EDITION
faShion & BeauTy
geT your wardroBe ready
for auTumn wiTh SelfridgeS
exchange Square mancheSTer
探索曼彻斯特SelfridgeS交易广场店,
为你的金秋衣橱置换当季最时髦的新装。
diScover The STory Behind 120
yearS of claSSic BriTiSh STyle
royal warranT Brand
探索120年历史的英国经典品牌daKS
FEATURES
MINTEDITION
LUXURYLIFE&STYLEMAGAZINE
AUTUMN2014
UKEDITION
The
aaron KwoK
inTerview
Big Fish meets the Asian superstar to talk about his
stellar career, performing in the UK, and whether
he now has his sights set on the bright lights of
Hollywood
郭富城:天王驾到,只“享”为你载歌载舞
亚洲天王郭富城与大鱼敞开心扉,畅谈了他对事业领悟,对英国演
唱会的期许及对进军好莱坞的计划。
Mint Edition
Investor Proposal
MINT
EDITION
2. ABOUT MINT EDITION
Mint Edition magazine is dedicated to showcasing the very best in fashion, beauty and lifestyle
experiences on offer in the UK to globally affluent Chinese consumers who aren’t just visiting the
UK, but those who are also living in the UK whether it be for work or study. Published quarterly,
it is available through direct mail, digital download and placement throughout the UK in hotels,
corporates and commercial venues, as wells as on board UK bound flights from China. As such
Mint Edition isn’t just perfectly positioned to reach affluent Chinese consumers, but is actually
read by such individuals as evidenced by the high level of readership engagement on social media,
high attendance at reader events and BPA Worldwide validated readership profile.
Mint Edition has become a recognised and trusted editorial space, not just for luxury brands
but also for the very top ranks of Chinese celebrities, with the likes of Yang Mi, Li Bing Bing and
Aaron Kwok already appearing on our cover. We have recently signed an exclusivity agreement
in China that gives us the rights to promoting many more celebrities through the publication and
as brand ambassadors.
MINT EDITION INVESTOR PROPOSAL
MINT
EDITION
3. OUR READERS
Affluent Chinese Consumers are a demographic profile that is notoriously difficult to identify
outside of China, and even more difficult to engage with regardless of media type. However, Mint
Edition does this and more through a combination of targeted distribution that understands our
target readers’ movements and interconnecting print distribution with appropriate digital social
media platforms and offline reader events. Our 2015 readership survey show the evidence of
this, and third party validation by BPA Worldwide provides reassurance of its authenticity.
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
4. READERSHIP AGE GROUPS
24% MALE
76% FEMALE
60%
30%
6%
4%
<24yrs 25-34yrs 35-44yrs >45yrs
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
5. READERSHIP NATIONALITY
56% UK VISITORS
44% UK RESIDENTS
MAINLAND CHINESE
GREATER CHINA (Hong Kong, Taiwan, Macau)
OVERSEAS CHINESE & OTHER
90%
5%5%
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
6. READERSHIP HOUSEHOLD INCOME
85% PLAN TO EITHER
MAINTAIN OR INCREASE
THEIR CURRENT LEVEL
OF LUXURY SPENDING
<£50kpa
£50kpa-£100kpa
£100-£500kpa
£500kpa-£1mpa
>£1mpa
40%
31%
22%
4%3%
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
7. READERSHIP FREQUENCY
98% of readers report
that they will continue
reading Mint Edition
47%
26%
27%
NEW READERS (First Issue Read)
EXISTING READER (Second Issue Read)
REGULAR READERS (>2 Issues Read) MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
8. THE OPPORTUNITY
(AND OUR PLAN TO GRASP IT!!)
Europe and America lack an omnichannel media platform for the increasing
numbers of affluent international Chinese travellers and consumers. Affluent and
HNW free independent Chinese travellers arrive in the UK, Europe and US in
increasingnumbersaseithereducationaltouristsortraditionaltourists.However,
no media brand has established itself as the market leader for engaging with this
demographic. Existing platforms are limited to English only publications and
Chinese publications that are simply translated from English. All of which fails
to address the specific needs and preferences of Mainland Chinese travellers. As
these free independent traveller groups grow to surpass the group traveller, they
are becoming more fragmented for marketeers. Aggregating this consumer onto
a single multiplatform media brand will simplify and maximize both paid for
brand engagement and paid for consumer products.
Key Points
●
Chinese language media platforms such a Vogue and Marie Claire are only
successful in China with little to no crossover in the West. They are also still
seen as foreign media platforms.
●
Western platforms are only successful in the west and to westerners, although
a number are testing infrequent Chinese language supplements (Independent
and FT)
Our Plan To Grasp The Opportunity
To create the fist omnichannel platform for the internationally mobile Chinese
traveller/consumer by leveraging the success and market reputation of the Mint
Edition brand as the no.1 media platform for the Chinese travelling outside of
China. Starting in the UK and Europe, with further international expansion
opportunities,andfurtherproductdevelopentaimedatmaximisingB2Crevenue.
Market Scope Headlines
China outbound travellers spent a total amount of $128.7 billion during their trips
overseas in 2013, an increase of 26.8% YoY according to the WTCF report. 98.19
millon person trips were undertaken with 33% of these trips to Europe (23%)
and America (10%) for the primary purpose of shopping (44%) of travellers
surveyed).
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
9. MARKETING OF SERVICES
Client Word of Mouth
This is our best strategy and what the
current business growth has been based
on. The retail industry is very small,
with marketing personnel moving
from one business to another relatively
frequently. The importance of word of
mouth is the key marketing strategy for
business growth Digital PPC Campaigns
- PPC Campaigns provide us with the
mean to drive potential consumers to
the business via online searches.
E-Marketing Campaigns
These monthly campaigns will provide
us with the means to upsell to current
clients and to engage with cold leads.
This method is an informational
approach, providing clients with insider
access and knowledge of the market,
changing trends and consumer profile.
Attendance at Industry
Events
Our sales force will attend regular
consumer events in order to market
the company indirectly and to establish
new leads.
Afflilations & Partnerships
Through our affiliation and
partnerships with non-competing
brands such as GB Tax Free we are
able to raise our brand profile and
perception of size.
Digital & Social Media
Campaigns
Once we launch our client facing digital
products we will utilise the skills of our
in-house digital team to run a digital
sign up campaign with digital ad display
to the 200,000 Chinese living in the
UK and utilising our 9 million audience
reach via Key Opinion Leaders
Positioning
The business has spent the last 3 years
building a strong and consistent market
reputation with the aim of developing
a well known and reputable brand to
business and consumers with the Mint
Edition product.The next 2-3 years is to
focus on leveraging this reputation to
drive stronger sales revenue both B2B
and B2C
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
10. REVENUE GENERATION
Our Consumers
1. Business Customers - Consumer Brands/Organisations
2. Chinese Tourists, Young Affluents and Young Professionals and Business Travellers
UK, European and US Businesses are eager to access the growing numbers of Chinese travellers to
the West for Education, Tourism and Business. These trips are worth combined over £330 Billion
pound to these 3 markets combined with a total number of up to 3 million travelers and students
combined. The UK Currently accounts for the smallest proportion with 250,000 Chinese Travelers
visiting this year alone and over 100,000 Chinese students currently in education here with a
combined market value of 2.7 Billion. France as a European destination with 1.4 million Chinese
visitor per year and 50,000 Students, quickly followed by the US with 1.8 million visitors per annum
194,029 students. These statistics are intended to rise in each demographic region as governments
push for Chinese consumers across the board and as the Chinese middle classes increase and
become more consumerist in nature. Spending abroad is also increased by the nature of taxes in
China which pushes luxury consumer spending abroad.
Market Needs
Our business strategy meets the current needs to the brand for a through the line service which
bridges the gap between the brand and the Chinese consumer, via digital and social media,
advertising spend, PR and media engagement etc. From the perspective of a Chinese consumer we
provide an information platform for for living in and and visiting Europe based around experiences,
offers and events.
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
11. REVENUE PROJECTIONS
FY 2016 FY 2017 FY 2018
£129,000 £260,000 £540,000
£158,000 £200,000 £300,000
£14,500 £30,000 £50,000
£35,500 £52,000 £85,000
£37,000 £52,000 £80,000
£26,000 £149,400 £398,400
£2,200 £50,000 £120,000
£402,200 £793,400 £1,573,400
Mint Edition Magazine (Incl France)
General Consultancy
Press PR & Media Engagement
Social & Digital Media
Events
Digital Consumer Product
Sales Commissions
TOTAL REVENUE
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL
12. THE MANAGEMENT TEAM
Nadezhda Robinson
Strategic business driver for Wei Consulting, having managed budgets over over 1 million in her earlier role as a
Government Consultant Manager. Her role in singlehandedly establishing EastSong Consulting in the UK over 5 year
ago has give her established leads and trust within both the Chinese business community and with Western brands.
She now identifies areas for business expansion and growth opportunities building relationships to grow the business.
Maxwell Higgs
Operations expert, Maxwell provides strategic direction for Mint Edition as a product within the Wei Consulting
brand. His background in film and the fashion industry as well as his project management experience has seen Mint
Edition grow in both quality and readership. Maxwell will oversee the development into B2C revenue streams for the
Mint Edition brand.
Steven Bywater
Steven joined the team over 5 months ago as the Commercial Director bringing his experience of building the Chinese
state owned newspaper China Daily as an Wei-UK Consulting Ltd 6 advertising profitable medium. He is a marketing
and publishing professional with a focus on the Chinese and Luxury markets. He has over 8 years total work experience,
2.5 years agency side public relations and advertising experience, 1.5 years in-house clientside marketing experience
and 4 years in-house media marketing and publishing experience with a Chinese SOE.
Cecilia Yan
Cecilia is a Chinese media professional with over 10 years experience as a journalist in China and the UK. Cecilia has
built the WEI Consulting brand as the Head of Social and Digital Media delivering successful digital and social media
campaigns for luxury brands such as Vertu and Coach as well as growing the Mint Edition following and will be an
essential part of the team to market the
Mint Edition B2C products. Cecila has also utilised her celebrity contacts to change the direction of Mint Edition
securing cover features of Chinese top celebrities visiting the UK, such as Aaron Kwok and Yang Mi.
MINT
EDITION
MINT EDITION INVESTOR PROPOSAL