服装销售企业年终总结.ppt

1、Source: Catalyst China, 2006 Market: Shanghai,%,Fashion Shoppers window-shops before deciding walking into a shop to try and to buy but Magazine e.g. Espirit better rating/coverage/content Maintain ratecard for media, keep CPM/CPRP for buyer Shake-up is the only market equilibrium,Year of digital TV

2、 2010: cover key cities 2015: shut down analog,Different Levels of TV Coverage,Data Source: CSM/Target 25-55/ Whole day average viewing,China TV Channel Share By City Tier,National level, CCTV viewing share ,Tier 1: Local TV maintain stronghold,Tier 2: Satellite TV steals share from Local TV,Time Sp

3、ent Watching TV Is Steadily Declining As TV Fights For Consumer Attention. We Need To Integrate Communication Messages With Other Media,Source: CINIC NB: User defined as person who accesses Internet at least 1 Hour per week. If individual accesses from multiple outlets counted each time,Number Of In

4、ternet Users Soaring,My Consumption Habit Has Changed,Time Spent On Media (Hours),Source: CMMS S/S 2006, People 18 - 39,46% Of All People Look At The Internet First For Information,Source: CMMS S/S 2006,We are Sourcing Information Faster,More Than 60% Connected Through Broadband 6.2 Billion Hours/Mo

5、nth Are Spent On The Net,Did You Know Internet Consolidation of Starcom and ZenithOptimedia Chinas buying resources to CMX,China Media Exchange (CMX):The Biggest Media Buyer In China,Help Clients Own Win-Win Solutions with the biggest TV Negotiation Team, biggest Print & OOH teams in 4A agencies, mo

6、st diverse Digital team with Planning & Production capability as well as Integrated offerings like Sports, Events & Content Management,Negotiation + Operation (Scheduling + Booking),Negotiation (30 Staffs In BJ & SH),Operation - Scheduling (40+ Staffs In BJ, SH & GZ),Deal Negotiation Rate Value/Reso

7、urces PR crisis support Payment crisis support Contract Media relationship,Collect Media Information Collect Competitors Information Print Media evaluation & Consultant Scheduling Optimization Material Requisition Material Censorship Innovative Buying New Opportunity Recommendation PR Crisis Support

8、 Media relationship,Operation - Booking (20 Staffs in BJ & SH),P&R Booking Material Delivery First Day Checking (NP) Monitoring Report Voucher Copy Collection Regular Payment Requisition Media Relationship,Print - Extensive Operation Support,Servicing + Negotiation + Operation (BJ + SH + GZ = 40+ St

9、affs),Account Servicing + Planning,Negotiation + Buying,Understand Clients needs OOH strategy development & OOH mix recommendation Campaign coordination, from briefing to on-aired. Regular reporting on monitoring & budget control Proactively Suggest Proprietary Research for clients,Sourcing & identify site/media owners Benchmarking market price & obtain competitive rates Market and New Opportunity Analysis Booking and Preparing MR Co-ordinate Material Delivery Regular Reporting on Completion Reports, Media Scene, etc.,Operation Management