New Media Business Trip China (DRAFT)

New Media Business Trip China 29 march – 5 april 2008

New media business trip china

Shanghai

China Basics
Slightly larger than US, incl. Alaska PRC area: 9,596,960sq km
1.3 billion people
China about twice the
population of EU
90+% literacy
Government focus on English language development
Source: www.worl-gazetteer.com and http://www.cafediverso.com China = 4 x US population

China Basics
China about same size as Europe: PRC area: 9,596,960sq km
EU area: 9,900,000sq km
1.3 billion people
China about twice the
population of EU
90+% literacy
Compared to 94% in Europe
Government focus on English language development
Source: www.worl-gazetteer.com and http://www.cafediverso.com China = 3x population of Europe!

Population

Defining the tiers
First-Tier Cities
Four municipalities: Beijing, Chongqing, Shanghai , Tianjin
Cities with total retail sales of more than RMB30bn, annual per capita income of
RMB11,000 and high per capita retail sales as proportion of income:
10 provincial capitals: Changchun (Jilin), Chengdu (Sichuan), Guangzhou (Guangdong),
Hangzhou (Zhejiang), Harbin (Heilongjiang), Jinan (Shandong) Nanjing, (Jiangsu),
Shenyang (Liaoning), Wuhan (Hubei), Xi’an (Shaanxi)
Four leading cities: Dalian, Qingdao, Shenzhen, Xiamen
Second-Tier Cities
17 provincial capitals: Changsha (Hunan), Chengdu , Fuzhou (Fujian), Guiyang (Guizhou),
Haikou (Hainan), Hefei (Anhui), Hohhot (Inner Mongolia), Kunming (Yunnan), Lanzhou
(Gansu), Lhasa (Tibet), Nanchang (Jiangxi), Nanning (Guangxi), Shijiazhuang (Hebei),
Taiyuan (Shanxi), Urumqi (Xinjiang), Xining (Qinghai), Yinchuan (Ningxia), Zhengzhou
(Henan)
50 prefecture-level cities, including, Ningbo, Suzhou, Wuxi, Wenzhou, Nantong,
Dongguan, Zhanjiang
15 more cities with populations of between 500,000 and 2mn
Third-Tier Cities
Approximately 200 county-level cities
Fourth-Tier Cities
Approximately 400 capitals of county towns

Media landscape

Digital Media Landscape
Approx. 220 million internet users
Approx. 550 million mobile users

Market differences
Much younger internet population
Grass-roots internet usage (entertainment, games)
Strong sense of community (blogs, bbs)
No trust in online payment
Dynamics of a high-growth market (scalability, fast moving competitors)
Perception that non-local internet companies fail (Google vs Baidu, Youtube vs Todou, Netvibes vs Yaawa)

What’s hot in China?
Search in blogs and bbs (eg CIC data)
Entertainment, games, music

Emerging Economies Lead Future Online Growth CAGR of Online Population (2006 to 2011) Online Penetration in 2011 Note: Not all countries are included. Size of bubble indicates relative size of the online population in 2011. World averages in 2011 US UK Australia Japan Germany Singapore Czech Republic Israel Italy Chile Bulgaria Romania Argentina UAE Mexico South Africa Egypt Russia Brazil China India Indonesia Philippines France Netherlands Sweden Saudi Arabia Canada Norway

Advertising market

Online Advertising in China

Mobile coverage China

New Media Business Trip China (DRAFT)

by Marco Derksen

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