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The High-End Luxury Media Has Become The 08 Favorite Investment.

2008/8/26 14:21:00 18

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According to ordinary people, the 2008 Olympic Games in Beijing will be a good harvest year for Chinese media.

However, in the eyes of professional investors, the bustling media and advertising feast is just a show; finding the emerging media stars is the real business.

　　來自高盛的關(guān)于中國(guó)奢侈品市場(chǎng)的研究報(bào)告稱，中國(guó)-時(shí)尚126品牌官方網(wǎng)店-

It has become the world's third largest consumer of luxury goods. By 2008, China's luxury consumers will contribute 20% to the total global sales of the industry, accounting for 29% in 2012 and over 28% in Japan.

The prosperity of high-end luxury market also brings new opportunities for China's high-end luxury media.

Electronic magazines such as "UOMO men" and "MANse men's color" are becoming the dark horse of China's high-end luxury media.

　　高端奢侈品媒體商業(yè)模式分析

Buying all kinds of fashion elements and selling dreams to audiences through combination is the business model of high-end luxury media.

Open up a luxury magazine, the eyes are full of luxury, crocodile skin and mink mixed clothing, platinum diamond ring, extended car, European classical restaurant, Chinese Ming Tang literati decoration, all kinds of service that makes you feel honorable and achievement.

It's immersive and has a long history.

According to Goldman Sachs data, in 2003, about 45 million of Chinese consumers had annual purchasing power of over 30 thousand dollars, and consumers aged 20 to 30 were the main consumers of luxury goods in China. The number of Chinese consumers in this age group is 11 times higher than that in Japan.

The high-end luxury media also mainly aim at this kind of people.

The MANse men's color and UOMO men are all over the country, mostly white collar and gold collar families in Beijing, Shanghai, Chongqing, Hangzhou and other major cities. They issue more than 3 million each issue, becoming the largest Internet media portfolio of high-end luxury media in China.

Because of the lasting and deep influence of high-end luxury media, many high-end brands are not stingy about its advertising.

According to the survey, the vitality of a luxury media must be as many times as that of ordinary media.

The longest preserved in many families is luxury magazines.

These top brands know that exposure to an advertisement will bring lasting opportunities and huge benefits.

Therefore, high-end advertising is often put on the market for many years, and high-end luxury media also have the characteristics of high profit and high lifetime value.

But how to weave a dream like atmosphere is not a simple money to stack up to achieve.

High profit, high value and high threshold become the typical characteristics of high-end luxury media.

　　《MANse男色》、《UOMO男仕》：立足于網(wǎng)絡(luò)的高端奢侈品推廣媒體

As the first male fashion consumer electronic magazine in China, MANse male color, which is located in luxury and exquisite taste, has attracted as many as 2 million 200 thousand readers to download and read since it was born in August 2005. It has become the largest male fashion electronic magazine in China.

For the high-end men's taste oriented "UOMO men", it also created a single download reading of 800 thousand people in one year, both of which were launched by Beijing Creative Advertising Co., Ltd.

"UOMO man" editor in chief, Beijing Creative Advertising Co., Ltd. marketing director Lian Zhiyuan believes that in the Internet world, high-end luxury brands need brand promotion.

First of all, the rich media form based on FLASH is more comprehensive than the traditional webpage format. The new form of video and audio combination can make the details of the luxury goods more perfect.

Secondly, high-end luxury goods are becoming more and more popular among the main consumer groups in China, and their heavy dependence on the Internet will change their reading habits. At the same time, online media with high quality content and high-end brand image will become their consumer guide.

Third, information collection and free download reading mode will make it easier for people with high-end luxury consumption ability to accept and be influenced by brand image to establish brand loyalty and reputation.

　　廉志遠(yuǎn)：創(chuàng)造屬于他的極致完美夢(mèng)想

Most of the high-end luxury media are not just introducing products or services, but rather one of the most perfect dreams of human beings, said UOMO, editor in chief of Beijing, and director of marketing for creative advertising Ltd.

Take "MANse men's color" and "UOMO men" as an example. They involve high-end luxury goods, not only the traditional luxury houses, but also some elaborate digital products and a romantic delicious feast, which are also high-end luxury goods.

The sign of luxury should not be too expensive to buy, but whether it can give us a sense of burden and beyond imagination.

The

因此，《MANse男色》和《UOMO男仕》，不僅僅服務(wù)于人們想象-行業(yè)書網(wǎng)-

The "golden collar" has strong ability to radiate down.

NOKIA, BMW MINI and other famous brands in the "MANse men's color" and "UOMO" on advertising, in addition to affecting the decision-making stage of buyers, but also cultivate long-term customer loyalty, has long-term utility.

In the view of Lian Zhiyuan, high-end luxury media have an invisible threshold.

Take "MANse male color" as an example, from building a nucleus.