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China Periodicals Industry Commercial Mode and Investment Strategic Planning Report, 2013-2017

Last Update:2014-05-03

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Preface

Table of Content

A great progress has been made in China periodicals industry in recent years. Since its market scale has been kept expanding and economic benefits has been sharply improved, it has become an inevitable strength in the economic growth of China media. In 2011, China periodicals industry reaches 22.17 billion Yuan of total output value, which is far higher that the 2% in the year before, with a 10.6% growth rate, among which the ad turnover is about 3.51 billion Yuan in the whole year, up by 14% over a year ago, and the circulation income is 18.66 billion Yuan, up by 10%. All in all, the periodical retail market shows a development momentum that all superior media gather together, in particular for brand periodicals.

In “Twelfth Five-year” Development Plan for News Publishing Industry, constructing a publishing power has become an important strategic goal for China’s whole news publishing industry. The Plan clearly points out that the total printing will reach 4.22 billion copies, and achieve the 3.1 copies of annual per capital volume during the “Twelfth Five-year” period; vigorously promote the content innovation, focus on grasp national major publishing programs and key academic periodical programs, etc. The periodicals industry, as an import part of news publishing industry, ushers into a promising stage during the “Twelfth Five-year” period.

With the rapid development of Internet, telecommunication, and cable TV, 3G and 4G Technologies, etc., new emerging media is occupying the fixed traditional media market. Digitalization has become an inevitable trend for the development of periodical industry. Compared to traditional publication, digital publication is rather weak nowadays, but it develops very fast, and has become a direction for traditional publication’s upgrading. Today, some traditional publishing industries cooperate with technical providers, or develop it by themselves, or cooperate with some organizations to crack the digital publication market. For more publishers, how to do digitalization transformation for periodicals industry, or how to operate all media, have become the most important issues.

The report mainly analyzes the current development trend for periodicals industry, and what kinds of development opportunities that all media age brings to periodicals industry. Besides, under the background of industry transformation, the report points out the future business model trends and strategies for periodical enterprises. More detailed are listed below: the development environment for periodicals industry; the innovation cases and experiential learning of foreign periodicals industry; the operation status and business model of China periodicals industry; the digital background and transformation strategies for China periodicals industry; the development of market segments in China periodicals industry; the regional market opportunities for China periodicals industry; the development trend and prospects forecast for China periodicals industry; the investment and financing opportunities for China periodicals industry; and the operation of China’s leading periodical enterprises.

This report will help periodical publishing institutions, periodical technical platform providers, terminal equipment manufacturers, and investment enterprises precisely grasp the latest development trend, and find the blank, opportunity, growth, profit spots and others in the market of industry in advance, and grasp the market demand and trends that has not been found in the perspective of forward-looking. It also helps form a sustainable development advantage, effectively avoid investment risks in the industry, effectively consolidate or extend according strategic target markets, and firmly hold the initiative right to compete.

Here, we would like to express our sincere gratitude to General Administration of Press and Publication of the People’s Republic of China, China Periodical Association, Ministry of State Information Center, Bureau of Statistics of China, International Information Research Institute, Chinese Academy of International Trade and Economic Cooperation, Tsinghua University Library, Development Research Center of the State Council and Beijing Essence Forward Research Center, for their great support when we conduct this report!

Notice: All the market data, especially corporations’ ranking data in the report, only for business reference. Please do not take the data for enterprise publicity. Thank you! Or Forward shall not take any responsibility for any consequences!

Special tips: Ignoring some subtle hints in the violent change of external environment, and failure of updating strategic decisions timely will finally lead to the loss of competitive advantage. A true successful company will make scientific researches on external environment consciously or unconsciously, so as to formulate a key scientific operating strategy!

Best wishes for every enterprise with a big dream that can draw up a high-quality operating decision, to effectively avoid the risks and continuously gain the success.

Qianzhan Business Information Co., Ltd. Industry Research Center
Research Team of Periodicals Industry

Chapter 1: Analysis of Development Environment for Periodicals Industry

1.1 Overview of Periodicals Industry

1.1.1 Definition of Periodicals Industry

1.1.2 Classification of Periodicals Industry

1.1.3 Position of Periodicals Industry

1.2 Policy Environment for China Periodicals Industry

1.2.1 Management System of Periodicals Industry

1.2.2 Policies Related to Periodicals Industry

1.2.3 Development Planning of Periodicals Industry

1.3 Economic Environment for China Periodicals Industry

1.3.1 Relation between Industry and Economic Environment

1.3.2 Impact of Financial Crisis on Industry

1.3.3 Forecast for International Macro-economic Trend

1.3.4 Forecast for Domestic Macro-economic Trend

1.4 Social Environment for China Periodicals Industry

1.4.1 Analysis of Resident’s Income Growth

1.4.2 Analysis of Resident’s Cultural Quality

1.4.3 Analysis of Resident’s Cultural Consumption

1.4.4 Analysis of Resident’s Reading Habit

1.5 Technology Environment for China Periodicals Industry

1.5.1 Development of Traditional Publishing Technology

1.5.2 Impact of New Media on Industry

1.5.3 Impact of Triple Play on Industry

1.5.4 Development Digital Publishing Technology

Chapter 2: Innovation Experiential Learning from Global Periodicals Industry

2.1 Development Overview of Global Periodicals Industry

2.1.1 Development Overview of Global Periodicals Industry

2.1.2 Operation Situation of Global Periodicals Industry

2.1.3 Latest Features of Global Periodicals Industry

2.1.4 Development Trend for Global Periodicals Industry

2.2 Analysis of Development of Periodicals Industry in Major Countries

2.2.1 Analysis of Development of US Periodicals Industry

2.2.2 Analysis of Development of UK Periodicals Industry

2.2.3 Analysis of Development of France Periodicals Industry

2.2.4 Analysis of Development of Sweden Periodicals Industry

2.2.5 Analysis of Development of Germany Periodicals Industry

2.2.6 Analysis of Development of Netherlands Periodicals Industry

2.2.7 Analysis of Development of Australia Periodicals Industry

2.3 Analysis of Innovation Commercial Modes for Global Periodicals Industry

2.3.1 Analysis of Development Mode for Tablet Magazine

2.3.2 Analysis of Development Mode for Mobile Magazine

2.3.3 Analysis of Development Mode for Social Magazine

2.3.4 Analysis of Development Mode for Demand-based Magazine

2.3.5 Analysis of Development Mode for Touch Magazine

2.3.6 Analysis of Development Mode for On-line Newsstand

2.3.7 Analysis of “Pay Wall” Operation Mode

2.3.8 Magazine Extends to E-commerce

2.3.9 Analysis of Combination Application of Magazine and LBS

2.3.10 Combination Application of Magazine and 3D Technology

2.3.11 Analysis of Application of QR Code in Magazine

2.3.12 Combination of Magazine and Game/ Video

2.4 Experiential Learning for World’s Well-known Periodicals

2.4.1 Forbes

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.2 Time

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.3 Business Week

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.4 Psychologies

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.5 National Geographic

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.6 Better Homes and Gardens

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.7 Seventeen

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.8 ELLE

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.9 Marie Claire

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.10 VOGUE

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.11 Playboy

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.12 GQ

(1) Profile of Development History

(2) Analysis of Operation Situation

(3) Analysis of Reader Positioning

(4) Analysis of Content Style

(5) Analysis of Brand Strategies

(6) Periodical Issuer and Operation Modes

(7) Analysis of Profit Modes

(8) Analysis of Development of New Media

(9) Competitive Strategies in China

2.4.13 Summary of Successful Experience in Foreign Periodicals

2.5 Reader’s Digest Bankruptcy Enlightenment about China

2.5.1 Profile

2.5.2 Causes for Bankruptcy

2.5.3 Enlightenment of Bankruptcy

Chapter 3: Analysis of Development Status of China Traditional Periodicals Industry

3.1 Development Overview of Periodicals Industry

3.1.1 Development Review

3.1.2 Development Features

3.1.3 Influencing Factors

3.2 Analysis of China Periodical Publishing Situation

3.2.1 Periodical Species

3.2.2 Periodical Average Printing Quantity in each Period

3.2.3 Periodical Total Count

3.2.4 Total Number of Periodical Printing Sheet

3.3 Operation Situation of China Periodicals Industry

3.3.1 Periodical Total Pricing

3.3.2 Periodical Issuing Revenue

3.3.3 Periodical Ad Revenue

3.3.4 Gross Output of Periodicals Industry

3.3.5 Total Profit of Periodicals Industry

3.4 Analysis of Import and Export of China’s Periodicals

3.4.1 Analysis of Periodical Export Situation

(1) Species Number of Exported Periodicals

(2) Volume of Exported Periodicals

(3) Value of Exported Periodicals

3.4.2 Analysis of Periodical Import Situation

(1) Species Number of Imported Periodicals

(2) Volume of Imported Periodicals

(3) Value of Imported Periodicals

3.5 Research on Reading of China Traditional Periodicals

3.5.1 Comprehensive Reading Situation of Periodicals

(1) Importance of Reading

(2) Desire for Increasing Reading Volume

(3) Comprehensive Reading Rates of Periodicals

(4) Reader’s Preference for Reading Ways

(5) Reader’s Reading Habits

(6) Reader’s Selection for Places to Read

3.5.2 Paper Periodical Reading Situation

(1) Reading Rates of Paper Periodicals

(2) Reading Volume of Paper Periodicals

(3) Contact Duration of Paper Periodicals

(4) Reading Duration of Paper Periodicals

(5) Affordable Price of Paper Periodicals

3.6 Competition Intensity of China Periodicals Industry

3.6.1 Competition among Current Companies

(1) Market Structure of Periodicals Industry

(2) Market Concentration of Periodicals Industry

3.6.2 Threats of Potential Entrants

(1) Release of New Periodical Species

(2) Entry of Off-trade Capital

(3) Entry of Foreign Periodical Groups

(4) Threats Brought by Periodical Import

3.6.3 Competition Pressure from Industry Substitutes

(1) Source of Substitute Competition Pressure

(2) Level of Substitute Competition Pressure

3.6.4 Bargaining Power of Supplier

3.6.5 Bargaining Power of Buyer

(1) Analysis of Reader’s Bargaining Power

(2) Analysis of Ad Customer’s Bargaining Power

Chapter 4: Analysis of Commercial Modes for China Traditional Periodicals Industry

4.1 Analysis of Market Positioning of China Traditional Periodicals Industry

4.1.1 Implication of Periodical Market Positioning

4.1.2 Key Factors of Periodical Market Positioning

(1) Positioning of Reader

(2) Positioning of Style

4.1.3 Periodicals’ Major Routes to Position Themselves in the Market

(1) Determine Market Positioning via Research

(2) Correct Market Positioning via Test Issue

(3) Adjust Market Positioning via Making Changes for Periodicals

4.2 Analysis of Profit Modes for China Traditional Periodicals

4.2.1 Analysis of Profit Modes for Periodicals Industry

(1) Mode for Issuing Revenue

(2) Mode for Ad Revenue

(3) Payment of Review/Revenue of Page Charges

(4) Profit of Providing Value-added Service

4.2.2 Profit Mode Combination for Periodicals Industry

4.3 Analysis of Operation Modes for China Traditional Periodicals Industry

4.3.1 Decentralized Operation Mode and Its Disadvantages

4.3.2 Intensive Operation Mode and Its Advantages

(1) Advantages of Intensive Operation

(2) Necessities for Intensive Operation

(3) Ways of Intensive Operation

(4) Case Study of Intensive Operation

(5) Experience and Strategies of Intensive Operation

4.4 Analysis of Marketing Mode for China Traditional Periodicals Industry

4.4.1 Issuing Modes for China Traditional Periodicals

(1) Agent Selling by Post Office

(2) Self-issuing

(3) Third Party-issuing

4.4.2 Subscription Channels for China Traditional Periodicals

(1) Post Office

(2) Activity Planning

(3) Subscribe via Network

(4) Traditional Media Effects

(5) Channel Partners and Issuing Companies

(6) Group Subscription

(7) E-mail Subscription

(8) Letter of Subscription

4.4.3 Retail Channels for China Traditional Periodicals

(1) Supermarket/Convenience Store

(2) Traffic Site

(3) Bookstore

(4) Newsstand

(5) Other Channels

4.4.4 Market Strategies with Different Life Cycles

(1) Marketing Strategy for Founding Period

(2) Marketing Strategy for Development Period

(3) Marketing Strategy for Mature Period

(4) Marketing Strategy for Recession Period

Chapter 5: Digital Background Industrial Chain Integration of China Periodicals

5.1 Digitalization of Periodicals and Its Impact

5.2 Analysis of Digital Background of Periodicals

5.2.1 Internet Popularity

(1) Popularity Rate of Internet

(2) Size Change of Netizen

(3) Internet-enabled Devices for Netizen

(4) Network Application for Netizen

5.2.2 Popularity of Reading Terminals

(1) PC

(2) Tablet PC

(3) Smartphone

(4) E-reader

(5) PDA

(6) MP4/MP5

(7) DTV

5.3 Analysis of Reading on Nationals’ Digital Reading

5.3.1 Digital Reading Rate

5.3.2 Digital Media Contact Rate

5.3.3 Digital Media Contact Duration

5.3.4 Change of Digital Reading Volume

5.3.5 Affordable Price for Digital Reading

5.3.6 Features of Digital Readers

(1) Age Distribution of Readers

(2) Education Features of Readers

(3) Rural and Urban Distribution of Readers

5.3.7 Causes for Selecting Digital Reading

5.3.8 Regional Disparities among Digital Reading

5.4 Analysis of Industrial Chain of Digital Periodicals

5.4.1 Composition of Industrial Chain of Digital Periodicals

(1) Hardware Equipment Provider

(2) Digital Content Provider

(3) Technical Platform Provider

(4) Channel Operator

(5) Downstream User

5.4.2 Features of Digital Periodical Industrial Chain

5.4.3 Integration of Digital Periodical Industrial Chain

5.4.4 Bottlenecks in the Construction of Industrial Chain

5.5 Analysis of Environment for Periodical Digital Copyright

5.5.1 Definition of Periodical Digital Copyright

5.5.2 Features of Periodical Digital Copyright

5.5.3 Disputes of Periodical Digital Copyright

5.5.4 Good Trends for Digital Copyright Protection

(1) Laws and Regulations on Copyright Gradually Be Improved

(2) Great Efforts from Government Made to Protect Copyright

(3) Technical Environment for Copyright Protection Be Improved

Chapter 6: Analysis of China Periodical Digitalization Status and Commercial Modes

6.1 Analysis of Development Modes for China Periodical Digitalization

6.1.1 Analysis of Publishing Modes for China Periodical Digitalization

(1) Network Platform

(2) Developing and Marketing Digital Products

(3) Digital Cooperation

(4) New Promotion Ways of Utilizing Digitalization

6.1.2 Analysis of Operation Subjects of Digital Periodicals

(1) Provider and Operator of Database Technology

(2) Traditional Newspapers and Periodicals Publication Enterprises

(3) Operators of Online Periodical Platform

(4) IT-based Enterprise

(5) Celebrity or Star

6.1.3 Analysis of Digitalization Transformation Modes for Traditional Publication

(1) Transform into E-book Provider

(2) Transform into Professional Database Provider

(3) Transform into Social Network

(4) Extend to Be Platform Provider

6.2 Analysis of Publication Platform for China Digital Periodicals

6.2.1 Necessary Conditions for Digital Publication Platform

6.2.2 Advantages and Disadvantages of Different Potential Platforms

(1) Traditional Publication Manufacturer

(2) Third-party Platform

(3) Operator

(4) Reader Terminal Trader

(5) Internet-based Enterprise

6.2.3 Major Types of Digital Publication Platform

(1) Telecommunication Operator-based Platform

(2) Technology and Service Operator-based Platform

(3) Literature Creation-based Platform

(4) Internet Gateway/Information Service-based Platform

(5) E-commerce-based Platform

6.3 Analysis of China Periodical Digital Publication Status

6.3.1 Periodical Digital Publication Status

6.3.2 Analysis of Development of Internet Periodicals

(1) Publication of Periodicals on the Internet

(2) Revenue Scale of Periodicals on the Internet

(3) Market Pattern of Periodicals on the Internet

(4) Market Distribution of Periodicals on the Internet

(5) Application Situation of Periodicals on the Internet

6.3.3 Analysis of Digital Periodical Reading Market

(1) Analysis of China Mobile Reading Market

(2) Tablet PC Periodical Reading Market

(3) Mobile Phone Periodical Reading Market

(4) Analysis of Other Periodical Mobile Reading Markets

6.3.4 Analysis of IPTV Periodical Reading Market

6.4 Profit Mode and Profit Share of China Digital Periodicals

6.4.1 Current Profit Modes for Digital Periodicals

(1) Mode of Pay-to-read

(2) Ad-supported Revenue Mode

(3) Service-supported Revenue Mode

(4) Brand-extension Mode

6.4.2 Profit Share Mode for Digital Periodicals

(1) Share Revenue between Periodical Groups and Editorial Offices

(2) Get Earnings by Contracting Exclusive Copyright

(3) Revenue Share of Subscription for Electronic Periodicals

(4) Distribution of Periodical Mobile Phone Reading Copyright

6.4.3 Expanding Thoughts about Profit Modes for Digital Periodicals

(1) Expand Personalized Service Mode

(2) Utilize Cross Subsidy Mode

(3) Improve Extension Mode for Industrial Chain

6.4.4 Problems in Profit Distribution of Digital Periodicals

Chapter 7: Any Media Publishing Transformation Strategies for China Periodicals Industry

7.1 Features of Any Media Age

7.1.1 Integration and Complementation among Media

7.1.2 Full Competition among Media

7.2 Feasibility Analysis of Any Media Publication for Periodicals Industry

7.2.1 Necessity for Any Media Publication

7.2.2 Opportunities for Any Media Publication

7.2.3 Economic Benefits for Any Media Publication

7.2.4 Social Benefits for Any Media Publication

7.3 Case Study and Experiential Learning of Any Media Operation for Periodicals

7.3.1 Chinese National Geography

7.3.2 Duzhe (literally: Readers)

7.3.3 Rayli

7.3.4 COSMOPOLITAN

7.3.5 Caijing Magazine

7.3.6 Home Doctor

7.4 Analysis of A Media Integration Practical Case from A Periodical Group

7.4.1 Top-level Design for Media Integration Practice

7.4.2 Construction of Media Integration Channel Platform

(1) Cross Diversified Platform

(2) Integration Interactive Platform

(3) Mobile Experience Platform

7.4.3 Bring in and Integrate All Sources Governed by the Group

(1) Copyright Cooperation

(2) Interaction of Network

7.4.4 Construct Integrated-based Organization Structures

(1) Set up A Integrated Organization Structure

(2) Add An Any Media Department

7.4.5 Gradually Transform toward A Diversified Direction

(1) Tactical cooperation

(2) Property Combination

(3) Cross-border Cooperation

7.5 Strategies and Suggestions for Any Media Operation of Periodical Enterprises

7.5.1 Fundamental Problems in Operational of Periodicals in Any Media Age

7.5.2 Conditions of Constructing Any Media Forms and Preparation

7.5.3 Cultivate Core Capability for Periodicals in Any Media Age

7.5.4 Integration Strategies for Periodicals Industry in Any Media Age

7.5.5 Prevention for Mistaken Zones in the Operation of Periodicals in Any Media Age

Chapter 8: Market Segmentation Status and Operation Strategies of China Periodicals Industry

8.1 Type Structure of China Periodicals

8.2 Analysis of China Digest-type Periodicals Market

8.2.1 Definition of Digest-type Periodicals

8.2.2 Development History of Digest-type Periodicals

8.2.3 Sales Statistics of Digest-type Periodicals

8.2.4 Market Pattern of Digest-type Periodicals

8.2.5 Development Space for Digest-type Periodicals

8.2.6 Development Trend for Digest-type Periodicals

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