Disclaimer
A Notice on Copyright
Table of Contents
Foreword
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's 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 Organizations
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每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每2002
6.6.2 Employment: Growth by
Sector
Table 6.18 Growth in
Employment by Sector, 1996每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每2002
6.6.4 Employment: Urban
Unemployment
Table 6.20 Urban Unemployment
Rates, 1996每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每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每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每2002
6.8.3 Consumer Market: Retail
Sales and Consumer Spending
Table 6.27 Retail Sales as a
Proportion of Consumer Expenditure, 1996每2002
6.8.4 Consumer Market: Urban
Income and Spending Compared
Table 6.28 Urban Average
Annual Income/Expenditure, 1996每2002
Appendix Direct Marketing in China: Post Office Interview
Shanghai 2003
The Authors
Barry Colman
Christopher Torrens
Relevant Reports From Access Asia