KONCIERGE MEDIAKIT 2016
- 1. REDISCOVER PRESTIGE MEDIA KIT 2015/2016
- 2. In early 2014, based on the assessments of the World Banks International Comparison Program, China has overtaken the United States and is now officially the worlds largest economy. Studies by the Australian Bureau of Statistics show there are over 1.3 million people of Chinese heritage living permanently in Australia, and as a result of Tourism Australias 2020 strategy, the number of Chinese travellers is expected to reach over 1 million, with an estimated spend of AU$13 billion annually by the end of the decade. Chinese visitors to New Zealand rose by 16% last year to over 228,928 and total spending rose by 7% to NZ$723 million. 84% of these visitors were dual destination travellers who also visited Australia. China Market MEDIA KIT 2015/2016 43 KONCIERGE
- 3. Who are they and what do they want? Affluent Chinese consumers are 10-15 years younger than their American or European counterparts. They are financially abundant and want unique, authentic experiences, actively seeking opportunities to build a modern lifestyle in both China and abroad by acquiring prestigious product offerings from the West. China now boasts over 200 Billionaires and one million Millionaires. Travel remains the preferred leisure activity for Chinese high net- worth individuals, and more than 80% of Chinese tourists say that shopping is vital to their plans. (Huron report 2014) There is an old Chinese saying that goes: value comes from scarcity. Chinese consumers that shop abroad are also looking for exclusive products that can differentiate them from buyers in China. Source: Affluent Consumers and their travel plans 2013: A Unity Marketing Luxury Trend Report. When Chinese consumers travel they earmark 65% of travel budget to shopping and they spend six times more than when they stay at home 5 KONCIERGE MEDIA KIT 2015/2016 6
- 4. Positioned next to Vogue, GQ and worldwide premium luxury travel and lifestyle magazines by media planners and public relations professionals. The bi-annual KONCIERGE magazine is the ultimate guide to Shop, Stay & Play offering a premium Chinese (Mandarin) language concierge service to affluent Chinese consumers, showcasing the best of the best from luxury lifestyle, fashion, beauty & grooming, luxury destinations, to haute couture, diamonds, modern gentlemens life, luxury homes & cars, watches and cultural etiquette. Since its inception in 2010, the team at KONCIERGE has dedicated their unwavering commitment to developing a meaningful dialogue with affluent Chinese travellers visiting Australia, New Zealand and the Pacific, and with domestic Chinese residents living permanently in Australia and New Zealand. The magazine is divided into three distinct sections SHOP, STAY and PLAY. KONCIERGE is about allowing the perfect harmony between creativity and material desires, merging seamlessly to offer a moment of contemplation and escape for our affluent Chinese readers, enabling them to develop a deep connection with our publication that will lead to taking inspired actions. Editor in Chief Chao Xian Yang KONCIERGE Magazine MEDIA KIT 2015/2016 87 KONCIERGE
- 5. Chinese Shoppers Represent 25 Percent of the Worlds Luxury Goods Spending. BLOOMBERG BUSINESS, MARCH 2015 Shop Chinese consumers make more than half of their luxury purchases outside of China. While consumers avoid high tariffs, there is also a real cachet to items purchased abroad and shopping overseas is one of the main drivers for Chinese travellers. Australia and New Zealands reputation for fashionability, authentic luxury products and the opportunity for unique purchases make these destinations ideal for shopping. 58% of Chinese shoppers make purchasing decisions before they reach the store. KONCIERGE 9 10 MEDIA KIT 2015/2016
- 6. Affluent Chinese travellers desire unique experiences that reflect the quintessential Australian, New Zealand and Pacific lifestyles. KONCIERGE Stay Section has become the trusted and go-to travel companion for discerning Chinese travellers, covering the key stages of planning and travel. KONCIERGE Stay sets an unprecedented benchmark with its bespoke content, creating deep engagement with the niche, high spend visitor to our region. Stay Going abroad is the favorite leisure activity for Chinese people, with 55 million travelling overseas last year, this number is expected to swell to 100 million by the year 2020. 11 KONCIERGE MEDIA KIT 2015/2016 12
- 7. MEDIA KIT 2015/2016 Australia and New Zealands pure natural environment, world class education and overall exceptional quality of living makes the region extremely attractive to Chinese high net-worth individuals for long term investment and as a preferred destination to establish an additional home base in the West. China is the worlds biggest factory of billionaires and millionaires. ACCORDING TO A RECENT HSBC REPORT. Chinese investors and newly arrived immigrants have spent about $24 billion on Australian property over the past seven years and it is expected that Chinese nationals will sink around $44 billion into Australian residential real estate over the next seven years. THE CREDIT SUISSE REPORT KONCIERGE Play is dedicated to providing inspiration through a curated selection of investment opportunities from property to contemporary art, luxury vehicles to bespoke adventures, meeting the demand from affluent readers who are embracing a modern lifestyle. Play MEDIA KIT 2015/2016 1413 KONCIERGE
- 8. Are culturally refined, affluent, motivated and savvy. They are passionate shoppers, especially of well-known Western brands and are moving towards an experience-based choice model, away from a price-based model. They are willing to pay for better value and quality and are spending more time researching and exploring product nuances. KONCIERGE Target Market Primary Target Market is aged between 24 and 34 Secondary Target Market is aged between 35 and 45 Aspirational Readers are aged between 18 and 28 Target audience is a combination of domestic Australian Born Chinese (ABC), 1st Generation Migrants, and frequent Chinese travellers. KONCIERGE Readers Readers on average are aged between 24 - 34 70% of KONCIERGE readers are female 30% of KONCIERGE readers are male KONCIERGE readers are from wealthy families that hold an average of $1.6 million in assets. KONCIERGE primary target audience is the affluent 24-34 year old with an annual disposable income above AUD$350,000 KONCIERGE Aspirational readers earn an annual income of $91,639 KONCIERGE Readers 18% travel First Class, 60% travel Business Class and 22% Travel Economy Class. KONCIERGE Readers travel with family and friends. 19% travel 1-2 people, 69% travel with 3-10 people, and 12% travel with more than 11 people. Average Monthly Clothing Spend AUD$4500 (Domestic) Average Monthly Spend on Grooming and beauty AUD$2300 (Domestic) Average Annual Jewellery and Accessories spend AUD S75,000 (Domestic) Average Monthly Spend on Wine and Liquor Collection AUD $2700 (Domestic) Average spend when purchasing a car AUD $250k (Domestic) Average spend when purchasing a home AUD $2.5 M (Domestic) Average annual spend on Investment Art AUD $150k (Domestic) Average Spend on Furniture per item above AUD $15,000 (Domestic) The Aspirational Market aspire to the very affluent lifestyle. Certain luxury items like designer fashion, cosmetics, fragrances, skin care, etc., although in the luxury sector, attract predominantly aspirational consumers. Luxury brands rely on the aspirational consumer for 80% of their sales. KONCIERGE Magazine Readers 16 MEDIA KIT 2015/2016 15 KONCIERGE
- 9. Distribution KONCIERGE distribution model covers pre-arrival, in transit and in-market distribution. Bi-Annual Readership 150,000 per issue Circulation 75,000 per issue Strategic partners and collaborators in China, Australia and New Zealand Online Subscriptions Available at 347 Newsagents nationally in Australia Available at 5 Star Hotels and Resorts in-room and at concierge desks, in business centers and at in-house restaurants. Distributed by China National Publications Import & Export (Group) Corporation in China and Gordon & Gotch in Australia. Qualified Travel Agencies in China (pre arrival) Digital Campaigns TiTchmo, the publishers of KONCIERGE partners strategically with Tencent, the colossal Chinese social media network. Tencent is the third largest Internet Company in the world behind global giants Google and Amazon with over 800 million active users. is the ninth most visited website in the world. WeChat is the fastest growing Social Media on the planet and is number one in all Asian markets. TiTchmo has facilitated successful social media campaigns in Australia, New Zealand, New York and China for prestigious brands including Mercedes-Benz Fashion Week and Hamilton Island that generated over 54 million unique views and 20 million+ conversations in the social media space. Combining TiTchmos digital know how and the massive reach of Tencents social media platforms, including Tencent Weibo, WeChat and , we are able to effectively position brands and projects in front of millions of affluent Chinese consumers. KONCIERGE Reach 18 MEDIA KIT 2015/2016 17 KONCIERGE
- 11. KONCIERGE Luxury Weddings Magazine Launching 2016 On the back of the successful KONCIERGE, a brand new magazine will launch in 2016. The annual KONCIERGE LUXURY WEDDINGS magazine is a game-changing initiative, infused with the DNA of KONCIERGE. CHINESE WEDDING MARKET Getting married overseas is becoming increasingly popular among the younger Chinese seeking a wedding celebration, which is unique to them. The booming wedding industry in China is worth $80 billion per year. Last year, 12 million couples tied the knot in China, and it is expected to increase this year by 5%. A recent survey by Expedia Hong Kong finds that 80% of couples would rather host their dream wedding overseas than in Hong Kong. Some 174 million Chinese tourists are expected to spend $264 billion by 2019 in comparison with the 109 million who spent $164 billion in 2014, according to new analysis by Bank of America Merrill Lynch, Bloomberg reports. The Australian wedding industry, currently generates AUS $2 billion with 116,000 weddings annually. Our primary target audience is the affluent 20-30 bilingual, bi-culturally aware woman of mainly Chinese heritage who intends to marry in the not too distant future. She is inspired by love and romance and dreams of a fairytale wedding, and has the financial means and resources to live out her fantasy. She is sure of who she is and desires only the very best. She buys luxury brands, wears current season fashion, is comfortable in couture, purchases investment jewellery, and is well travelled. This woman wants bespoke experiences, unique to her and is willing to pay the price for exclusivity. Our secondary target audience is the aspirational market. MEDIA KIT 2015/2016 2221 KONCIERGE
- 12. Rate Card Single Booking Multiple Booking x 4 (Disc 10%) Upfront Premium Position Cover Gatefold $38,120 $34,310 Inside Front Cover $29,500 $26,550 Double Page Spread $25,935 $23,340 Full Page $11,720 $10,550 Premium Position Internal Gatefold $34,310 $30,880 Double Page Spread $23,340 $21,000 Full Page $10,055 $9,050 Outside Back Cover $12,970 $11,670 All rates are GST and Agency Commission exclusive. Currency: AUD We offer bespoke advertising packages to suit your requirements and budget. We welcome the opportunity to discuss this with you. 23 KONCIERGE MEDIA KIT 2015/2016 24
- 13. On-Sale Dates and Deadlines KONCIERGE issue #6 Booking Deadline Monday 26th October 2015 Material Deadline Monday 2nd November 2015 On Sale Date December 2015 KONCIERGE issue #7 Booking Deadline Monday 21st March 2016 Material Deadline Monday 4th April 2016 On Sale Date May 2016 KONCIERGE issue #8 Booking Deadline Monday 22nd August 2016 Material Deadline Tuesday 5th September 2016 On Sale Date October 2016 KONCIERGE LUXURY WEDDINGS Launch Issue Booking Deadline Monday 25th January 2016 Material Deadline Monday 8th February 2016 On-Sale Date - March 2016 KONCIERGE 25 26 MEDIA KIT 2015/2016
- 14. Seasonality December to February Traditional peak season; Christmas, Chinese New Year, Valentines Day; peak gift and special occasion purchase season May, June, October & January Key planning and booking period; golden season to target actively planning readers; July, August, October, December, January & February Active travelling and purchasing period; October Chinese National Day Golden Week and August Chinese Valentines Day. KONCIERGE 27 28 MEDIA KIT 2015/2016
- 15. Single Page Size 297H x 225W mm (trim size) - please add bleed 307H x 235W mm (includes 5 mm bleed) Double Page Ads must be supplied as two single pages clearly marked left and right. Please provide artwork as a high-resolution single page CMYK 300dpi PDF file including 5mm bleed and trim marks. (Please see detailed Print Specifications Guide before submitting artwork) Print Specifications KONCIERGE 30 MEDIA KIT 2015/2016 29
- 16. We only ever create KONCIERGE for just one reader the individual who strives to be brilliant and embrace the ideal of being the one who has everything in life. CHAO XIAN YANG EDITOR IN CHIEF Contacts advertising@titchmo.com +61 450 570969 editorial@titchmo.com +61 400 327 951 MEDIA KIT 2015/2016 32 KONCIERGE 31