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11.08-Cosmopolitan China-4P1D Analysis  

2014-11-15 21:28:27|  分类: 飓风笔记 |  标签: |举报 |字号 订阅

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The copyright cooperation between Hearst and Trends Media Group (a leading magazine publisher in China) was reported by Times as a landmark event in the process of China’s reform and opening up. Cosmopolitan (China), established in 1993 in China, was reborn in April, 1998 because of the cooperation. Cosmopolitan (China) states that the magazine “becomes the first choice among white-collar women and enjoys the leading brand name of premium class magazines” as well as “one of the most favorite partners for many famous international brands” in China, and it introduces not only “the latest information about fashion and beauty at the first moment, but also pays attention to women’s career, relationship and lifestyle” (“Trends’ publications”, 2008)

4P1D

()Positioning

3F

()Product

1.Content

2.Printed Magazines

3.E-magazines

()Place& Distribution

1.Printed Magazines

2.E-magazines

3.E-commerce

()Price

1.B to C

2.B to B

(V)Promotion

1.Free issues

2.Outdoor ads

3.New media

4.Fashion awards

5.Lecture series

6.Collaboration in some media events

7.Pop stars

8.Cooperation with E-commerce

2.1.1.1 Positioning

The late 1990s witnessed the rise of female white-collar group. While Cosmopolitan (China) caught the opportunity. The target audiences of Cosmopolitan (China) are well-educated, professional women from25-28 who have more purchasing power, want to closely follow the latest trend.

Cosmopolitan(China)adheres to the slogan of "Fun, Fearless and Female" of the US Cosmopolitan positions itself as the best and first female fashion magazine, and the most favored collaborator for all famous international brands.

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

2.1.1.2 Product

2.1.1.2.1 Content

Cosmopolitan(China)including several parts: Fashion, Beauty, Feature, Cosmo Fun, Youyouyou-relationship, and Youyouyou-lifestyle, not only provides women with stylish, metropolitan fashion information about cloth body and skin care, also presents bold topics about sex life, latest gossips, relationships between colleagues, and encouraging women to live an enjoyable life. Since Cosmopolitan(China)is a hybrid creation of Trend Media Group and Hearst targeting to Chinese readers, 80%of the contents are donated by local Chinese editors while rest are selections from premium contents of cosmopolitan all over the world.

2.1.1.2.2 Printed Magazines

In 2012, Cosmopolitan (China) split into double issues per month with the same price 20 RMB.

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

 

 In 2005, Mini Cosmopolitan (China) came out, compared with the main book with Bleed Size of 285mm X 224mm, Mini Cosmopolitan (China) with Bleed Size 230mm X 180mm is much more convenient for readers to carry with.

2.1.1.2.3 E-Magazines

In 2011Cosmopolitan (China) also has digital versions on iPhone and iPad to meet the needs of users who prefer e-magazines. Shishang? Cosmopolitan for iPad won the APC (Asian Publishing Convention) Best use of screen tablet platform award in 2011.

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

2.1.1.3 Price

2.1.1.3.1 B2C

As positioning as a first-class female fashion magazine, from psychological aspects Cosmopolitan (China) refuses to use low price to attract readers in case that readers and advertisers may regard it as a low level magazine. Compared with competitors such as FIGARO, ELLE, Rayli Lady, 20 RMB for 2 main books, and 15RMB for one mini Cosmo per month is an average price. And readers will get a discount for subscription for a whole year.

Lower prices for printed magazines offered by different e-shops on E-commerce websites vary from 8 to 20 RMB per month, 146 to 216 RMB per year (postage excluded).

 

 11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

   

For digital magazines, Cosmopolitan (China) for iPhone and iPad cost less than printed magazines at a cost of 12RMB per month, 128RMB per year (subscription for a year is only available before the first edition of the year coming out) which is also using discount to encourage more subscription.

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

 

2.1.1.3.2 B2B

For business companies, the price of advertising in certain page is strictly classified as the advertising rates shown below.

Compared with its competitors, such as Rayli Fashion& Beauty, VIVI, ELLE, and SELF etc, Cosmopolitan (China) uses high price to highlight its high-end positioning in order to attract top grade brands.

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

 

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

 

2.1.1.4 Promotion

2.1.1.4.1 Free Issues

In order to attract attention from target audiences Cosmopolitan(China)are given out free in some places where target audiences usually show up, such as airport VIP lounge, five-star hotels, beauty and hair salons, college libraries, high-end office buildings(offices of fortune 500 companies) etc.

2.1.1.4.2 Outdoor Ads

Millions of money spent on outdoor advertising enable the ads of Cosmopolitan (China) to be seen on the billboard of landmarks, subway stations, skyscrapers bus stops in all major cities.

2.1.1.4.3 New Media

Apart from iPad and iPhone apps, Cosmopolitan (China) is good at to use social media to promote itself. Because facebook, instagram and twitter are not available in mainland China, weibo(Chinese version of twitter), weichat(Chinese version of line) plays an indispensible role in social media promotion. The official accounts of Cosmopolitan(China)on Tencent and Sina weibo have over 100 thousand fans, and weichat official account offers latest fashion news regularly. Cosmopolitan (China) also cooperated with MUI to produce a new app called “fashion pictorial” to provide fashion pictures and information to MUI users from May 2014.

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

 

2.1.1.4.4 Fashion Awards

To enhance its position in fashion magazine market, Cosmopolitan (China) holds various awards related to female fashion. Como beauty awards held every year is treated as the most professional evaluation in the cosmetic industry. This carnival is composed with a series of activities, such as arts exhibitions, campaign in hundreds of shopping malls, voting for beauty pro online, social media campaign and so on. To increase its popularity among target audiences, COSMO Women of the Year, aiming as selecting high achieving and inspirational women is another influential event held annually to inspire and empower women in the new era.

2.1.1.4.4 Lecture Series

To gain more customers, Cosmopolitan (China) collaborates with famous brands to hold lecture series in colleges and offices.

2.1.1.4.5 Collaboration in some media events

Cosmopolitan (China) improves its brand image through collaboration in some prevalent media events, such as supporting the movie ”Painted Skin 2”, and pop singer Li Yuchun’s concerts in 2011, and signing contract with SITV to name one of its fashion channel.

2.1.1.4.6 Pop Stars

During the fashion events Cosmopolitan (China) invites famous pop stars or the most talked-about people of any country to arouse their fans attention. On October 29, 2014, on the Cosmopolitan(China) awards ceremony, Wu Chun(a Brunei singer), Aarif Rahman(a Hong Kong star), Jung Il Woo(a Korean actor), Michelle Chen(aTaiwan actress), Wu Mochou(a Mainland Chinese singer) showed up together as guests. As a good way to promote, Cosmopolitan also using win-win method to to attract attention which is holding some book signings for cover stars? For example, G.E.M, the cover star of the October issue of Cosmopolitan (China), meet her fans at the book signing on September 22nd, 2014 which caused widespread participation.

2.1.1.4.7 Cooperation with E-commerce

The booming of e-commerce in China affect the profit of magazine to some degree, but the challenges are also opportunities for Cosmopolitan (China). Instead of fighting against the trend, fashion magazines decided to take advantage of convenience and wide influence of e-commerce to gain more attention from the audience. Many media groups established campaign with certain helper in e-commerce. (见下图)In July, 2014, Cosmopolitan (China) held a fashion carnival called Goddess Day among 8 second-tier cities in China with VIP.COM which is one of the largest domestic famous brand discount website; In August 2014 Trend Media Group transferred the “New Season” product release of T-mall to a brand new fashion show live on mobile terminals, enabling the user of customers to purchase what they like in the fashion through T-mall as well as watching the show held by Trend Media Group. Besides improving the brand value of Cosmopolitan (China), this new kind of collaboration also developed some potential audience who are T-mall users.

(http://www.fashioninsider.com.cn/8111.html)

 11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

 

(http://icon.trends.com.cn/index.php/uid-769911-action-viewspace-itemid-48228)

2.1.1.5 Place and Distribution

The distribution of all the magazines from Trend Media Group are taken charge by one issuing company named Beijing Shishangxunda Ltd which has 4 main issuing stations and 38 agents controlling the distribution of Cosmopolitan(China)all over mainland China.

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

 

In traditional ways of distribution, 62% of Cosmopolitan(China)was in cooperation with retail kiosk, the second largest part was subscription with14%, while distribution in supermarket, subway stations, airports, stores, and bookstores take percentage of 6%, 6%, 5%, 4%, 3% respectively.

11.08-Cosmopolitan China-4P1D Analysis - catrina1123 - 卡特里娜飓风

 

In order to meet the great need of reading on mobile terminals, and lower its cost, Cosmopolitan (China) app for iPhone and iPad can be found on iTunes where people can download or purchase easily through their smart phones or tablets.

Follow the trend of e-commerce, cosmopolitan also cooperates with some e-commerce websites, for instance, T-mall, Taobao, Amazon, Jingdong etc. making the online purchase another option for their audience.

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