Presentation on theme: "FTChinese.com The FT’s award-wining Chinese language website targeting China’s business elite."— Presentation transcript:
1FTChinese.comThe FT’s award-wining Chinese language website targeting China’s business elite
2OverviewFTChinese.com is the Financial Times’ Chinese language business news information site serving the mainland China market. Launched in 2005, it has grown to become one of China’s leading sources of international business news and analysis.FTChinese.com offers access to the FT’s award-winning news and commentary, giving its users a global perspective with a local flavour. A site refresh in Oct 2009 introduced multi-media content, discussion and blogging functions, and extensive search and archiving capabilities. Busy executives on the go can now access FTC thru various mobile platforms
3FTC reaches the China’s top business people and decision makers Monthly pageviewsMonthly unique usersRegistered usersMonthly trafficAs of may’2012Average age - 35 years82% maleHighly influential - 51% Business decision makersHighly educated - 82% have bachelor’s degree or aboveHighly affluent – Monthly income of RMB42,000+ (6 times the professional average in BJ and SH) average total household asset is up to RMB 2.42 million, 52% of which is RMB 1 Mill+Strong regional exposure – 82% lived or traveled aboardPursuing a luxury lifestyle – 58% owns 1+ high-end expensive watch, 65% owns 1+ carsAverage of 6 trips in a year , 31% flies either first/ business class.Source: Millward Brown 2010 & 2011
4Degree holder or above + The FTChinese.com Business User at a Glance…FTC reaches China’s top business people and influential decision makersIn China46%82%¥42kDirectors or aboveDegree holder or above +Average MPIHigh EarnersRMB42,000 average personal income52% household assets over RMB$1Million+Well Educated82% College Degree +Active investor & Luxury Lifestlyle29% hired or hiring professional finance consultant58% owns 1+ high-end expensive watch54% taking 11 trips on averageGender82% Male18% FemaleAvg. Age35Highly-Affluent61% earning over US$100,000Active in career advancement82% have experience living or traveling abroad77% plans to advance their education75% wants to study abroad.Mobile Savvy82% performs daily task (ie. search, , IM etc) through mobile phonesSource: MillWard Brown 2010 & 2011
5About the parentPearson is the world's leading learning company, providing educational materials and services, business information through the Financial Times Group, and consumer publishing through the Penguin brand. Pearson serves learners of all ages around the globe, employing 36,000 people in more than 70 countries, and is listed on the London and New York stock exchanges. For more information, visit
6Uniquely FTFTChinese provides Chinese business decision makers with authoritative, independent world business intelligence. FT offers unparalled access to world's business and political leaders such as President Obama, Premier Wen Jiao Bao, Chairman of Lenovo, Mr Liu Chuanzhi, and Zhang Rui Min, CEO of Haier Group. As well as providing in-depth interviews, FT's content moves markets. FTC brings you the best of the FT's Lex Column, and Special Reports on global events that shape the world, from the G20 Summit, to COP15, to Davos. See what world leaders have to say on our video channel with View from the Top, and discover how the world business elite enjoy their downtime with our Lifestyle and 9am to 5pm columns. FTC's unique breadth and depth of coverage create a truly integrated online media platform delivering global business intelligence to an elite Chinese readership.Mr. Li Shufu, Founder and Chairman of Geely Holding GroupSpecial Advisor to the Managing Director of the International Monetary
7Powerful local insights with global perspective Exclusive interview with Chinese Premier Wen Jiabao by Chef editor of the Financial Times, Lionel Barbar and Editor of FTChinese.com, Zhang Lifang, on global financial crisis vs. maintaining the economic sustainability.
9Co-branded events gathering leadership thoughts Qingdao Finance Forum (4th)focus on regional economy, concentrate on urban development, expand rapid finance industry and modern service industry by means of Ocean economics in Shangdong Province.A highly engaged Global luxury event sponsored by Rolex focusing on opportunities and challenges with today’s top business women.FTChinese Annual Forum ( )
10Important issues matter to the top business people and decision makers in ChinaSome featured content that have received significant positive response and triggered insightful opinions sharing within the banking and finance community on the site…Special report: China Shapes the WorldSpecial report: the first decade of the 21st centurySpecial report: Sino-US relationsSpecial report: China property marketSpecial report: Cancún environmental conferenceSpecial series: European sovereign debt crisis2011 Davos Special Report2011 China Report
11SOPA 2011This year’s SOPA (Society of Publishers in Asia) awards, the FT won six honours for its China and India coverage, including excellence in opinion writing and multimedia news presentation. The awards recognise the FT’s unrivalled commitment to high-quality global news reporting, commentary and analysis.Excellence in Opinion WritingExcellence in Opinion Writing (FTChinese.com)Excellence in Feature WritingExcellence in Multimedia News PresentationExcellence in Human Rights ReportingExcellence in Reporting on the Environment
12Excellence in Opinion Writing : FTChinese.com’s column - 專欄－剃刀邊緣 An exceptional work on politics and economics with case studies and theories, strong arguments, touching context. Short and "sexy" and daring.A column featured in FTChinese.com hosted by 老愚.
13Awards in China Excellence in Business Reporting awarded by SOPA Best Growing Media awarded by Nanfang Weekend (2006)Excellent Explanation Report awarded by SOPAMedia Website of the Year awarded by New WeeklyExcellence in Opinion Writing awarded by SOPAExcellence in Feature Writing awarded by SOPABest Growing Website awarded by iResearchPioneer Leadership Award of New Media by iResearchMost Influential Financial Media by China Finance &Finance Media ForumExcellence in Business Reporting awarded by SOPA
14More efficient, user-friendly site navigation The Home Page design features an easily navigable skyline, horizontal navigation bar, hot links and cover story links guiding users thru the site, highlighting the most critical and relevant content every hour of every business daySkylineHorizontal Navigation BarHot LinksCover Story1324
15contents by industries More Channels, higher relevance means better targetingImproved content specialisation, with easy to navigate channels. Over 50+ subchannels specialising in the hottest daily topics:Companies news by categories, from IT to Energy to LogisticsIn-depth Travel section for business and leisure travellersBeefed up lifestyle sections featuring arts & entertainment, “Indulgence”, “Smart shoppers” and “Smart Spender” etc.Global Markets news with individual sections on stocks, funds, foreign exchange, commodities etc.contents by industries
16More information resources for career advancement A full range of business education resources to help you find the best programme for youIn a knowledge-driven economy, maintaining and adding to your skills base and that of your employees has never been more important.Featured multi-media contents with highly respected FT.com’s business school rankings, based on extensive research with current and former pupils. You’ll also find news and features on the latest developments in business theory and practice, news on education sector developments and much moreDemo Only
17Extensive commentary and analysis from renowed global experts and China columnists Martin Wolf, associate editor and chief economics commentator at the Financial TimesLucy KellawayFT’s management columnistDing Xueliang, political sociologist and influential public intellectual in ChinaWu Xiaobo, famous finance scholar, Authoritative Expert of Research of Chinese Enterprise
18Global markets data section on Home page Enriched data, charts and interactive charts keeping users informed of the latest market movements in global equities, commodities, currencies and bonds1342Markets Data Section on Home PageGlobal Stock ChartsCurrencies ChartsCommodities Charts
19Enhanced Search and Archive Function Allowing users to efficiently locate desired content by key words, tags, author’s names or publication date. Users can access all of FTC’s archived content from the past 4 yearsSearch by keyword (China Stock)All articles related to China stock will be listed and categorized by news, analysis, feature, video, letters from readers, column or otherSearch by publishing date ( )All articles on Sept 23 will be automatically aggregated onto a single page
20More PersonalizationNew article pages allow FTChinese readers to personalize their online evironment, from font size to background colour1. Font Size122. BackgroundLarger Font SizeArticle Background in preferred colour
21More multimedia content Including improved technology video player, photo slideshows, timelines and interactive maps, graphs, data and rankings“Users’ top 10 article ranking” by day, week and month,across news, video and commentaryVideo channelsInteractive slide showSlide show: “Made in Vietnam, the next global manufacturing base”Interview with Mr.David (Yi) LI, Chairman of UBS ChinaContent ranked by user engagement, feedback and commentary
23new Lux Avenue – gateway to the Chinese wealthy consumers FTChinese.com just launched a new channel called “乐尚街” or Lux Avenue which offers readers profiles and stories about the luxury industry, highlights new trends in luxury products and provides a window into an international designer lifestyle. “China’s rapid economic growth and rising interest in and consumption of luxury goods, particularly among the business elite and aspiring middle class, means that it’s an ideal time to launch this new section on FTChinese.com. Through Lux Avenue, we will leverage the Financial Times’ global resources and award-winning glossy ‘How To Spend It’ magazine to bring our readers and clients insightful, high quality content and access to rising trends and leading personalities in the luxury lifestyle sector,” said Angela Mackay, managing director, Asia Pacific, Financial Times.
24Lux Avenue Exclusive sponsorship package starting at US$11,200/month Lux Avenue combines the best of the FT’s international luxury coverage with original content for the FTChinese.com audience. Stories at launch include a report on the rising popularity of yachting among China’s newly rich and a slide show on the fashion of the Duchess of Cambridge, Catherine Middleton.In addition to coverage on fashion, jewellery, watches, beauty, interior design and luxury travel, Lux Avenue will also feature reports on collecting, food and wine, hotels and celebrities. The channel will be updated every Friday. The channel features a unique look and feel that is brand-new to FTChinese.com, with more visual and multimedia presentations as well as photo albums and videos to better showcase products and articles. Monthly page views: 170,000Monthly Unique users of 110,000Exclusive sponsorship package starting at US$11,200/month
251. Community Entrance on Home Page Greater connectivity and media extension – FTC Community and Forum online and mobileFTC brings users together in a topic-based network, encouraging debate and discussion on the most important issues of the day. Exhange investment experiences, share management tips and expand personal and business networks with like-minded business professionals. News and FTC users comments synchoized with major Chinse micro-blogging site online and mobile platform940,000+ followers on Tencent Weibao1. Community Entrance on Home Page122. Forum Front312,000+ followers on sina weibao3FTC news and users comments synchronized with major Chinese micro-blogging site online & mobile platform3. Discussion Room
26FTChinese iPad & Mobile FTC iPad app223k downloads (as of May, 2012)1,200,000 pageviews/monthMonthly sponsorships starts at US$58,000Browse online, or download the FTChinese iPad edition before you leave the house to read offline on your way to work when no connection is available. Access the latest global market data and watch the FT's award-winning video coverage while you are on the run.To reach the ever growing mobile market in China, our newly revamped mobile website provides the latest content to your smart phones and blackberry and is free to air.Daily reach of over 100K subscribers across mainland China delivering latest news updates and commentary from FTChinese.comWith 630,000 pageviews/month on FTChinese smartphone mobile siteQuarterly sponsorship at US$29,000
27MBA Gym on iPadThe Financial Times has launched an MBA Gym app for FT Chinese.com. The new Chinese-language iPad application aims to bring business-savvy global insights to decision makers, business managers and MBA students in China.FTChinese.com has designed the MBA Gym app as a creative education tool with tailored training courses and special articles from the FT. The training courses comprise a total of 12 sessions categorized by different and timely topics, including the Euro Crisis, Bond Markets and China Property Market. Each training session takes approximately 45 minutes to complete and features include:Insightful observations and analysis from leading global economists and financial professionalsInspirational cartoons and informative graphicsAn interactive quiz The new app also offers readers exclusive articles from the FT’s prestigious A-List columnists, including George Soros, Nouriel Roubini and Martin Wolf, Chief Economics Commentator for the FT. All articles are categorized under three sections; “Best from Finance Gurus”, “Best from Economists” and “Best from Global Leaders”, which make it easy and fast for readers to access content they’re looking for.
28FTChinese Advertising Positions FTChinese.com offers an extensive range of cutting-edge advertising formats, and our experienced teams can help you get maximum impact from them.The FTChinese conforms to the Internet Advertising Bureau guidelines on ad unit sizes, offering standard sizes for Leaderboards 728x90, MPUs 300x250 and half-page units 300x600*.We also offer Super Leaderboard 969x90 that expands to 969x400*, Banner under articles 590x90 as well as a Ribbon ad 336x60.*3rd party ad serving is required for expandable, video or other rich media format.
29Run of Site section pages Run of Site article pages FTChinese Advertising Positions – CPMHomepageRun of Site section pagesRun of Site article pagesCPM Rates of the above ad unitsAvailable targeting: Section, Province, Day of Time10% loading for the targeting above respectively30% loading for produce exclusive100% loading for rich media (3rd party tag is required and provided by client)
30Impactful optionsFTChinese.com also offers Impactful ad formats on Homepage such as Homepage Roadblock/ takeover, Intro Ad + Landing Ad, Floating Ad*3rd party ad serving is required for expandable, video or other rich media format.Homepage Takeover: DunhillFloating ad: SamsungIntro Ad: Bank of CommunicationsCrazy Ad: A. Lange & SohneHomepage impactful ad format rates available on requests
31Other Sponsorship Opportunities Video SponsorshipSection SponsorshipBespoke Special Report SponsorshipSponsorship package rates available on requestsBespoke Special Report - Leadership Sponsored by AudiGlobal News section Sponsored by FedexDavos Report with Video content Sponsored by Rolex
32News alert Daily / Weekly Email Sponsorship Free delivery to ALL FTChinese registered usersA summary of links to the highlighted articles of FTChinese every weekday morning and Friday afternoon.Three MPU 300x250 positions in the Daily , two Banner 590x90 in the WeeklyMore than 80k imps delivered for each ad unit.DailyWeeklySponsorship Rates (per day)Daily MPU (Top): US$6,000Daily MPU (2nd): US$5,700Daily MPU (3rd): US$5,600Weekly Banner (Top): US$6,000Weekly Banner (Bottom): US$5,600
33E-mail Marketing Email List Rental Stand-alone blast of advertisers message - eDMDelivery rate: over 95%; Open rate: over 20%Filtering available: Business Position, Area of Responsibility, Industry and ProvinceGROSS Cost: US$250 per 1,000 names(10% loading is required for every 1 additional category of filtering)Minimum buy:US$20,000 for eDM onlyUS$10,000 bundle with online ads on FTChinese.com (min value of US$3,000 in online ads plus min value of US$7,000 in eDM, or vice versa)
34Any questions? For further information please contact: Jeffrey Kwan Associate DirectorFT.com (GCSEA) & FTChinese.com (Int’l)Tel:Christine WongOnline Sales ManagerTel: