中国直销市场研究（pdf 130页）内容简介
Contents
Contents..............................................................................................1
1 Direct Marketing: Introduction ...................................................................7
1.1 DefinITions & Report Coverage .............................................................8
1.2 Executive Summary ...........................................................................8
1.3 Relevant Reports From Access Asia ..................................................... 12
2 Direct Marketing: Operating Environment................................................... 13
2.1 OvervIEw ...................................................................................... 14
2.1.1 China’s New Consumers .............................................................. 14
Focus Box: 19 Things to Know About DM .................................................. 15
2.2 Mail Order..................................................................................... 16
2.2.1 Mail Order: Current Environment................................................... 16
2.2.2 Mail Order: Foreign Investment .................................................... 16
2.2.3 Mail Order: Official RecognITion ..................................................... 16
2.3 Mail Inserts ................................................................................... 16
2.3.1 Mail Inserts: Print Publications OvervIEw ......................................... 17
2.3.2 Mail Inserts: Restructuring of Print Publications Sector ....................... 17
2.3.3 Mail Inserts: Subscription Services Via the Post Office ........................ 18
2.3.4 Mail Inserts: Current Environment ................................................. 18
2.3.5 Mail Inserts: Inserts and Testing ................................................... 19
2.4 Direct Mail ..................................................................................... 19
2.4.1 Direct Mail: OvervIEw ................................................................. 19
Table 2.1 Direct Mailing Statistics in China, 2002 .................................... 20
2.4.2 Direct Mail: China Post................................................................ 21
Case Study: Selling Home Computers ....................................................... 22
2.4.3 Direct Mail: Postal Rates.............................................................. 22
2.4.4 Direct Mail: Postal (Zip) Codes...................................................... 22
2.4.5 Direct Mail: Address Formats........................................................ 23
2.4.6 Direct Mail: Window Envelopes ..................................................... 23
2.4.7 Direct Mail: Outer Envelopes and Colour Printing .............................. 24
2.4.8 Direct Mail: Business Reply (BR) Envelopes...................................... 24
Case Study: Launching a New Mobile Phone............................................... 25
2.5 Door-to-Door ............................................................................. 26
2.5.1 Door-to-Door: OvervIEw .............................................................. 26
Focus Box: Less Door-to-Door, More Retail ................................................ 27
2.6 Telemarketing ................................................................................ 27
2.6.1 Telemarketing: OvervIEw............................................................. 27
2.7 SMS............................................................................................. 28
2.7.1 SMS: Current Environment........................................................... 28
2.7.2 SMS: Marketing OpportunITIEs....................................................... 28
2.7.3 SMS: Working wITh Chinese Copy .................................................. 29
2.7.4 SMS: Government Controls .......................................................... 29
2.7.5 SMS: Market Outlook .................................................................. 29
Case Study: Coke’s SMS Success ............................................................. 30
2.8 Direct Response Print Advertising ....................................................... 30
2.8.1 Direct Response Print Advertising: Print Sector OvervIEw .................... 30
2.8.2 Direct Response Print Advertising: Current Environment ..................... 31
2.8.3 Direct Response Print Advertising: Offline Versus Online ..................... 32
2.8.4 Direct Response Print Advertising: Lead Times and Standby Rates........ 32
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© The China Direct Marketing Association/Access Asia 2003 2
2.8.5 Direct Response Print Advertising: Standby Advertising ...................... 33
2.8.6 Direct Response Print Advertising: PosITioning .................................. 33
2.8.7 Direct Response Print Advertising: SplIT Run Testing and Inserts........... 33
Focus Box: Testing, Testing, One…Two…Free!............................................ 34
2.8.8 Direct Response Print Advertising: QualITy ....................................... 34
2.8.9 Direct Response Print Advertising: Creative Ads for the Consumer ........ 34
Case Study: Dow Jones and the Chopsticks................................................ 35
Focus Box: Do You Copy?...................................................................... 36
2.9 Lists and List Brokers ....................................................................... 37
2.9.1 Lists and List Brokers: OvervIEw.................................................... 37
2.9.2 Lists and List Brokers: Telephone DirectorIEs ................................... 37
2.9.3 Lists and List Brokers: China Post .................................................. 38
2.9.4 Lists and List Brokers: Undeliverables ............................................. 38
2.9.5 Lists and List Brokers: LimITed Options ........................................... 38
2.9.6 Lists and List Brokers: Build Your Own............................................ 39
2.10 Home Shopping ............................................................................ 39
2.10.1 Home Shopping: Obstacles......................................................... 39
2.10.2 Home Shopping: Foreign Investors .............................................. 40
Case Study: TVSN’s First-Mover Advantage................................................ 41
2.11 Interactive & Pay TV ...................................................................... 41
2.11.1 Interactive & Pay TV: Obstacles .................................................. 41
2.11.2 Interactive & Pay TV: Foreign Investors ........................................ 42
2.11.3 Interactive & Pay TV: Shanghai Cable Network ............................... 42
2.12 E-commerce................................................................................. 42
2.12.1 OvervIEw................................................................................ 42
2.12.2 E-commerce: Payment Methods .................................................. 43
Case Study: TradITional Payments Still the Best........................................... 44
2.12.3 E-commerce: China Post............................................................ 44
2.12.4 E-commerce: Postal Saving and RemITtance Bureau (PSRB)............... 44
2.12.5 E-commerce: Market Forecast..................................................... 45
Table 2.2 Total B2C E-commerce ExpendITure by Country, 1997-2004.............. 45
2.13 Web Marketing ............................................................................. 46
2.13.1 Web Marketing: Current Environment ........................................... 46
Case Study: E-Marketing Beverages wITh Xianzai......................................... 46
2.13.2 Web Marketing: Relationship Marketing......................................... 47
Case Study: China Interactive Gets Personal .............................................. 47
2.13.3 Web Marketing: Online Advertising............................................... 47
Table 2.3 Users’ Preferred Advert Formats, 2002......................................... 48
2.14 Cards, Clubs and Points .................................................................. 48
2.14.1 Cards, Clubs and Points: Card Issuers........................................... 48
2.14.2 Cards, Clubs and Points: Joining Clubs and Earning Points ................. 48
2.14.3 Cards, Clubs and Points: Using the Data........................................ 49
2.14.4 Cards, Clubs and Points: An Undeveloped Market ............................ 49
Case Study: Which Card Buys Loyalty?...................................................... 51
2.15 Radio.......................................................................................... 52
2.15.1 Radio: OvervIEw ...................................................................... 52
2.15.2 Radio: TradITional Government Medium......................................... 52
2.15.2 Radio: BenefITs for Consumer-Goods Firms .................................... 52
2.15.3 Radio: Foreign Investment......................................................... 53
2.16 cinema ....................................................................................... 53
2.16.1 cinema: OvervIEw .................................................................... 53
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© The China Direct Marketing Association/Access Asia 2003 3
2.16.2 cinema: Foreign Investment....................................................... 54
2.16.3 cinema: On-Screen Advertising ................................................... 54
2.17 Outdoor and Mobile/Transport.......................................................... 55
2.18.1 Outdoor and Mobile: Outdoor OvervIEw......................................... 55
2.18.2 Outdoor and Mobile: Transport OvervIEw....................................... 56
2.18 FIEld Marketing/Face-to-Face ........................................................... 56
2.19 International Direct Marketing .......................................................... 56
3 Direct Marketing: Infrastructure ............................................................ 58
3.1 Postal Services ............................................................................... 59
3.1.1 Postal Services: China Post .......................................................... 59
Table 3.1 China’s Post Offices and Postal Services, 2002 .......................... 59
3.1.2 Postal Services: China Post’s FacilITIEs by Province............................. 60
Table 3.2 Postal Services FacilITIEs by Province, 2001 ................................... 61
3.1.3 Postal Services: China Post’s Postal Volumes.................................... 62
Table 3.3 China Postal Service Volumes, 2002......................................... 62
3.1.4 Postal Services: Per CapITa Use..................................................... 62
Table 3.4 Postal Services: Business Volume by Province, 2001................... 63
3.1.5 Postal Services: Express Mail Delivery............................................. 63
Case Study: Fighting for Express Mail ....................................................... 64
3.2 Telecom Services............................................................................ 65
3.2.1 Telecom Services: Telephone Penetration........................................ 65
Table 3.5 Telecom Services in China, 1997-2002......................................... 66
3.2.2 Telecom Services: Telephone Lines Per Household ............................ 66
3.2.3 Telecom Services: Telecom Operators ............................................ 66
Table 3.6 Mobile Telecom Services Data, 1999-2001 ............................... 68
3.2.4 Telecom Services: Technology ...................................................... 68
3.2.5 Telecoms: Wireless Pagers........................................................... 68
Table 3.7 Pager Services Data, 1999/2000................................................. 69
3.3 Internet Infrastructure ..................................................................... 69
3.3.1 Internet Infrastructure: OvervIEw .................................................. 69
3.3.2 Internet Infrastructure: Users in China ........................................... 69
Case Study: Driving Consumers to Product Trial.......................................... 70
3.3.4 Internet Infrastructure: Personal Computers .................................... 71
Table 3.8 PC Ownership per Urban Household, 1995-2001 ............................ 71
3.4 Television Infrastructure ................................................................... 71
3.4.1 TV Infrastructure: OvervIEw ......................................................... 71
Table 3.9 China TV Statistics, 2002...................................................... 72
3.4.2 TV Infrastructure: TV Penetration.................................................. 72
Table 3.10 % Growth in Urban Household TV Ownership, 1997-2002........... 72
Table 3.11 Urban Household TV Ownership, 1997-2002 ............................ 72
3.4.3 TV Infrastructure: Terrestrial Television .......................................... 72
3.4.4 TV Infrastructure: Cable Television ................................................ 73
3.4.5 TV Infrastructure: SatellITe Television ............................................. 73
4 Direct Marketing: SWOT Analysis ............................................................. 75
4.1 SWOT Analysis: Strengths................................................................. 76
4.2 SWOT Analysis: Weaknesses ............................................................. 76
4.3 SWOT Analysis: OpportunITIEs............................................................ 77
4.4 SWOT Analysis: THReats ................................................................... 77
5 Direct Marketing: Regulatory Environment ................................................. 78
5.1 Government Organisations ................................................................ 79
5.1.1 Ministry of Commerce (MOFCOM).................................................. 79
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© The China Direct Marketing Association/Access Asia 2003 4
5.1.2 State Postal Bureau (China Post)................................................... 80
Table 5.1 China Post Structure ................................................................ 80
5.1.3 Ministry of Information Industry (MII) ............................................ 81
5.1.4 State Administration of Radio, Film and Television (SARFT)................. 81
5.1.5 China Radio, Film & Television Group (CRFT) ................................... 82
5.1.6 China Advertising Association (CAA)............................................... 82
5.2 Regulatory Environment ................................................................... 83
5.2.1 Regulatory Environment: OvervIEw ................................................ 83
5.2.2 Regulatory Environment: Consumer Privacy Legislation ...................... 84
5.2.3 Postal Legislation ....................................................................... 88
5.2.4 Advertising Legislation ................................................................ 89
Focus Box: Prescription Drug Laws........................................................... 89
5.2.5 Regulatory Environment: Internet Legislation................................... 90
5.2.6 Regulatory Environment: Direct Selling Legislation ............................ 91
5.2.7 SMS Legislation ......................................................................... 93
6 Direct Marketing: Demographics .............................................................. 94
6.1 Regions of China............................................................................. 95
6.2 Demographics................................................................................ 96
6.2.1 Demographics: Total Population .................................................... 96
Table 6.1 Total Population, 1996-2002 ................................................. 96
6.2.2 Demographics: Population by Location ........................................... 97
Table 6.2 Population by Urban-Rural Divide, 1996-2002 ........................... 97
6.2.3 Demographics: Population Breakdown by Location ............................ 98
Table 6.6 Population Breakdown by Urban-Rural Divide, 1996-2002............ 98
6.2.4 Demographics: Population by Province ........................................... 98
Table 6.4 Population by Province, 1999-2002......................................... 99
6.2.5 Demographics: Population DensITy by Province................................100
Table 6.5 Population DensITy by Province, 1999-2002.............................100
6.2.6 Demographics: Population Concentration .......................................100
6.2.7 Demographics: Population by Gender............................................101
Table 6.6 Total Population Breakdown by Gender, 1996-2002...................101
6.2.8 Demographics: Population by Age Group........................................102
Table 6.7 Population by Age Group, 1996–2002 ....................................102
Table 6.8 Population by Age Group (%), 1996–2002 ..............................102
6.3 Consumer AttITudes ........................................................................103
6.3.1 Consumer AttITudes: OvervIEw.....................................................103
6.3.2 Consumer Attitudes: Response to PolITical Change............................103
6.3.3 Consumer AttITudes: Response to Economic Change.........................104
6.3.4 Consumer AttITudes: Changes in Lifestyle .......................................105
6.4 Consumer Wealth ..........................................................................111
6.4.1 Consumer Wealth: GDP and Cost of Living .....................................111
Table 6.9 GDP and Cost of Living Index, 1996–2002*.............................113
6.4.2 Consumer Wealth: Provincial Differences in GDP..............................113
Table 6.10 GDP Ranked by Province, 1996–2002*...................................114
6.4.3 Consumer Wealth: GDP Growth by Province ...................................114
Table 6.11 GDP Growth Ranked by Province, 1996–2002*............................115
6.4.4 Consumer Wealth: GDP Per CapITa by Province................................115
Table 6.12 Per CapITa GDP Ranked by Province, 1999-2002.......................116
6.4.5 Consumer Wealth: Concentration of Wealth by Province ....................116
6.4.6 Consumer Wealth: The Major citIEs ..............................................116
Table 6.13 Leading citIEs: Key Economic Indicators, 2002............................117
China and Direct Marketing - The Industry Report 2003
© The China Direct Marketing Association/Access Asia 2003 5
6.5 Households ..................................................................................118
6.5.1 Households: OvervIEw of Household CondITions ...............................118
6.5.2 Households: Total Households by Size...........................................118
Table 6.14 Number of Households by Size, 1996–2002................................119
6.5.3 Households: Total households by Urban/Rural SplIT ..........................119
Table 6.15 Number and Size of Households by Location, 1996–2002 ..............120
6.5.4 Households: Income Earners Per Household ...................................120
Table 6.16 Average Number of Income Earners per Household, 1996–2002 .....120
6.6 Employment .................................................................................120
6.6.1 Employment: Number of Workers by Sector....................................120
Table 6.17 National Employment by Sector, 1996–2002...............................121
6.6.2 Employment: Growth by Sector....................................................121
Table 6.18 Growth in Employment by Sector, 1996–2002.............................122
6.6.3 Employment: Number of Workers by Gender ..................................122
6.6.3 Employment: Number of Workers by Habitation...............................123
Table 6.19 National Workforce by Habitation, 1996–2002.............................123
6.6.4 Employment: Urban Unemployment..............................................123
Table 6.20 Urban Unemployment Rates, 1996–2002...................................123
6.7 Consumer Income..........................................................................124
6.7.1 Consumer Income: Average Incomes by Sector...............................124
Table 6.21 Average Incomes by Sector, 1996–2002....................................124
6.7.2 Consumer Income: Growth by Sector............................................125
Table 6.22 Growth in Average Incomes by Sector, 1996–2002 ......................125
6.7.3 Consumer Income: Average Incomes by Region ..............................125
Table 6.23 Average Incomes by Region, 1998–2002 ...................................126
6.8.4 Consumer Income: Growth by Region ...........................................126
Table 6.24 Growth in Average Incomes by Region, 1998–2002......................127
6.8 Consumer Market...........................................................................127
6.8.1 Consumer Market: Spending Trends..............................................127
Table 6.25 Consumer ExpendITure* by BrOAd Sector at Current Prices, 1996-2002
......................................................................................................128
6.8.2 Consumer Market: Per Capita Consumer ExpendITure ........................128
Table 6.26 Per Capita Consumer ExpendITure* by BrOAd Sector at Current Prices,
1996–2002 .....................................................................................128
6.8.3 Consumer Market: Retail Sales and Consumer Spending ....................128
Table 6.27 Retail Sales as a Proportion of Consumer ExpendITure, 1996–2002129
6.8.4 Consumer Market: Urban Income and Spending Compared ................129
Table 6.28 Urban Average Annual Income/ExpendITure, 1996–2002 ...............129
..............................
Contents..............................................................................................1
1 Direct Marketing: Introduction ...................................................................7
1.1 DefinITions & Report Coverage .............................................................8
1.2 Executive Summary ...........................................................................8
1.3 Relevant Reports From Access Asia ..................................................... 12
2 Direct Marketing: Operating Environment................................................... 13
2.1 OvervIEw ...................................................................................... 14
2.1.1 China’s New Consumers .............................................................. 14
Focus Box: 19 Things to Know About DM .................................................. 15
2.2 Mail Order..................................................................................... 16
2.2.1 Mail Order: Current Environment................................................... 16
2.2.2 Mail Order: Foreign Investment .................................................... 16
2.2.3 Mail Order: Official RecognITion ..................................................... 16
2.3 Mail Inserts ................................................................................... 16
2.3.1 Mail Inserts: Print Publications OvervIEw ......................................... 17
2.3.2 Mail Inserts: Restructuring of Print Publications Sector ....................... 17
2.3.3 Mail Inserts: Subscription Services Via the Post Office ........................ 18
2.3.4 Mail Inserts: Current Environment ................................................. 18
2.3.5 Mail Inserts: Inserts and Testing ................................................... 19
2.4 Direct Mail ..................................................................................... 19
2.4.1 Direct Mail: OvervIEw ................................................................. 19
Table 2.1 Direct Mailing Statistics in China, 2002 .................................... 20
2.4.2 Direct Mail: China Post................................................................ 21
Case Study: Selling Home Computers ....................................................... 22
2.4.3 Direct Mail: Postal Rates.............................................................. 22
2.4.4 Direct Mail: Postal (Zip) Codes...................................................... 22
2.4.5 Direct Mail: Address Formats........................................................ 23
2.4.6 Direct Mail: Window Envelopes ..................................................... 23
2.4.7 Direct Mail: Outer Envelopes and Colour Printing .............................. 24
2.4.8 Direct Mail: Business Reply (BR) Envelopes...................................... 24
Case Study: Launching a New Mobile Phone............................................... 25
2.5 Door-to-Door ............................................................................. 26
2.5.1 Door-to-Door: OvervIEw .............................................................. 26
Focus Box: Less Door-to-Door, More Retail ................................................ 27
2.6 Telemarketing ................................................................................ 27
2.6.1 Telemarketing: OvervIEw............................................................. 27
2.7 SMS............................................................................................. 28
2.7.1 SMS: Current Environment........................................................... 28
2.7.2 SMS: Marketing OpportunITIEs....................................................... 28
2.7.3 SMS: Working wITh Chinese Copy .................................................. 29
2.7.4 SMS: Government Controls .......................................................... 29
2.7.5 SMS: Market Outlook .................................................................. 29
Case Study: Coke’s SMS Success ............................................................. 30
2.8 Direct Response Print Advertising ....................................................... 30
2.8.1 Direct Response Print Advertising: Print Sector OvervIEw .................... 30
2.8.2 Direct Response Print Advertising: Current Environment ..................... 31
2.8.3 Direct Response Print Advertising: Offline Versus Online ..................... 32
2.8.4 Direct Response Print Advertising: Lead Times and Standby Rates........ 32
China and Direct Marketing - The Industry Report 2003
© The China Direct Marketing Association/Access Asia 2003 2
2.8.5 Direct Response Print Advertising: Standby Advertising ...................... 33
2.8.6 Direct Response Print Advertising: PosITioning .................................. 33
2.8.7 Direct Response Print Advertising: SplIT Run Testing and Inserts........... 33
Focus Box: Testing, Testing, One…Two…Free!............................................ 34
2.8.8 Direct Response Print Advertising: QualITy ....................................... 34
2.8.9 Direct Response Print Advertising: Creative Ads for the Consumer ........ 34
Case Study: Dow Jones and the Chopsticks................................................ 35
Focus Box: Do You Copy?...................................................................... 36
2.9 Lists and List Brokers ....................................................................... 37
2.9.1 Lists and List Brokers: OvervIEw.................................................... 37
2.9.2 Lists and List Brokers: Telephone DirectorIEs ................................... 37
2.9.3 Lists and List Brokers: China Post .................................................. 38
2.9.4 Lists and List Brokers: Undeliverables ............................................. 38
2.9.5 Lists and List Brokers: LimITed Options ........................................... 38
2.9.6 Lists and List Brokers: Build Your Own............................................ 39
2.10 Home Shopping ............................................................................ 39
2.10.1 Home Shopping: Obstacles......................................................... 39
2.10.2 Home Shopping: Foreign Investors .............................................. 40
Case Study: TVSN’s First-Mover Advantage................................................ 41
2.11 Interactive & Pay TV ...................................................................... 41
2.11.1 Interactive & Pay TV: Obstacles .................................................. 41
2.11.2 Interactive & Pay TV: Foreign Investors ........................................ 42
2.11.3 Interactive & Pay TV: Shanghai Cable Network ............................... 42
2.12 E-commerce................................................................................. 42
2.12.1 OvervIEw................................................................................ 42
2.12.2 E-commerce: Payment Methods .................................................. 43
Case Study: TradITional Payments Still the Best........................................... 44
2.12.3 E-commerce: China Post............................................................ 44
2.12.4 E-commerce: Postal Saving and RemITtance Bureau (PSRB)............... 44
2.12.5 E-commerce: Market Forecast..................................................... 45
Table 2.2 Total B2C E-commerce ExpendITure by Country, 1997-2004.............. 45
2.13 Web Marketing ............................................................................. 46
2.13.1 Web Marketing: Current Environment ........................................... 46
Case Study: E-Marketing Beverages wITh Xianzai......................................... 46
2.13.2 Web Marketing: Relationship Marketing......................................... 47
Case Study: China Interactive Gets Personal .............................................. 47
2.13.3 Web Marketing: Online Advertising............................................... 47
Table 2.3 Users’ Preferred Advert Formats, 2002......................................... 48
2.14 Cards, Clubs and Points .................................................................. 48
2.14.1 Cards, Clubs and Points: Card Issuers........................................... 48
2.14.2 Cards, Clubs and Points: Joining Clubs and Earning Points ................. 48
2.14.3 Cards, Clubs and Points: Using the Data........................................ 49
2.14.4 Cards, Clubs and Points: An Undeveloped Market ............................ 49
Case Study: Which Card Buys Loyalty?...................................................... 51
2.15 Radio.......................................................................................... 52
2.15.1 Radio: OvervIEw ...................................................................... 52
2.15.2 Radio: TradITional Government Medium......................................... 52
2.15.2 Radio: BenefITs for Consumer-Goods Firms .................................... 52
2.15.3 Radio: Foreign Investment......................................................... 53
2.16 cinema ....................................................................................... 53
2.16.1 cinema: OvervIEw .................................................................... 53
China and Direct Marketing - The Industry Report 2003
© The China Direct Marketing Association/Access Asia 2003 3
2.16.2 cinema: Foreign Investment....................................................... 54
2.16.3 cinema: On-Screen Advertising ................................................... 54
2.17 Outdoor and Mobile/Transport.......................................................... 55
2.18.1 Outdoor and Mobile: Outdoor OvervIEw......................................... 55
2.18.2 Outdoor and Mobile: Transport OvervIEw....................................... 56
2.18 FIEld Marketing/Face-to-Face ........................................................... 56
2.19 International Direct Marketing .......................................................... 56
3 Direct Marketing: Infrastructure ............................................................ 58
3.1 Postal Services ............................................................................... 59
3.1.1 Postal Services: China Post .......................................................... 59
Table 3.1 China’s Post Offices and Postal Services, 2002 .......................... 59
3.1.2 Postal Services: China Post’s FacilITIEs by Province............................. 60
Table 3.2 Postal Services FacilITIEs by Province, 2001 ................................... 61
3.1.3 Postal Services: China Post’s Postal Volumes.................................... 62
Table 3.3 China Postal Service Volumes, 2002......................................... 62
3.1.4 Postal Services: Per CapITa Use..................................................... 62
Table 3.4 Postal Services: Business Volume by Province, 2001................... 63
3.1.5 Postal Services: Express Mail Delivery............................................. 63
Case Study: Fighting for Express Mail ....................................................... 64
3.2 Telecom Services............................................................................ 65
3.2.1 Telecom Services: Telephone Penetration........................................ 65
Table 3.5 Telecom Services in China, 1997-2002......................................... 66
3.2.2 Telecom Services: Telephone Lines Per Household ............................ 66
3.2.3 Telecom Services: Telecom Operators ............................................ 66
Table 3.6 Mobile Telecom Services Data, 1999-2001 ............................... 68
3.2.4 Telecom Services: Technology ...................................................... 68
3.2.5 Telecoms: Wireless Pagers........................................................... 68
Table 3.7 Pager Services Data, 1999/2000................................................. 69
3.3 Internet Infrastructure ..................................................................... 69
3.3.1 Internet Infrastructure: OvervIEw .................................................. 69
3.3.2 Internet Infrastructure: Users in China ........................................... 69
Case Study: Driving Consumers to Product Trial.......................................... 70
3.3.4 Internet Infrastructure: Personal Computers .................................... 71
Table 3.8 PC Ownership per Urban Household, 1995-2001 ............................ 71
3.4 Television Infrastructure ................................................................... 71
3.4.1 TV Infrastructure: OvervIEw ......................................................... 71
Table 3.9 China TV Statistics, 2002...................................................... 72
3.4.2 TV Infrastructure: TV Penetration.................................................. 72
Table 3.10 % Growth in Urban Household TV Ownership, 1997-2002........... 72
Table 3.11 Urban Household TV Ownership, 1997-2002 ............................ 72
3.4.3 TV Infrastructure: Terrestrial Television .......................................... 72
3.4.4 TV Infrastructure: Cable Television ................................................ 73
3.4.5 TV Infrastructure: SatellITe Television ............................................. 73
4 Direct Marketing: SWOT Analysis ............................................................. 75
4.1 SWOT Analysis: Strengths................................................................. 76
4.2 SWOT Analysis: Weaknesses ............................................................. 76
4.3 SWOT Analysis: OpportunITIEs............................................................ 77
4.4 SWOT Analysis: THReats ................................................................... 77
5 Direct Marketing: Regulatory Environment ................................................. 78
5.1 Government Organisations ................................................................ 79
5.1.1 Ministry of Commerce (MOFCOM).................................................. 79
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© The China Direct Marketing Association/Access Asia 2003 4
5.1.2 State Postal Bureau (China Post)................................................... 80
Table 5.1 China Post Structure ................................................................ 80
5.1.3 Ministry of Information Industry (MII) ............................................ 81
5.1.4 State Administration of Radio, Film and Television (SARFT)................. 81
5.1.5 China Radio, Film & Television Group (CRFT) ................................... 82
5.1.6 China Advertising Association (CAA)............................................... 82
5.2 Regulatory Environment ................................................................... 83
5.2.1 Regulatory Environment: OvervIEw ................................................ 83
5.2.2 Regulatory Environment: Consumer Privacy Legislation ...................... 84
5.2.3 Postal Legislation ....................................................................... 88
5.2.4 Advertising Legislation ................................................................ 89
Focus Box: Prescription Drug Laws........................................................... 89
5.2.5 Regulatory Environment: Internet Legislation................................... 90
5.2.6 Regulatory Environment: Direct Selling Legislation ............................ 91
5.2.7 SMS Legislation ......................................................................... 93
6 Direct Marketing: Demographics .............................................................. 94
6.1 Regions of China............................................................................. 95
6.2 Demographics................................................................................ 96
6.2.1 Demographics: Total Population .................................................... 96
Table 6.1 Total Population, 1996-2002 ................................................. 96
6.2.2 Demographics: Population by Location ........................................... 97
Table 6.2 Population by Urban-Rural Divide, 1996-2002 ........................... 97
6.2.3 Demographics: Population Breakdown by Location ............................ 98
Table 6.6 Population Breakdown by Urban-Rural Divide, 1996-2002............ 98
6.2.4 Demographics: Population by Province ........................................... 98
Table 6.4 Population by Province, 1999-2002......................................... 99
6.2.5 Demographics: Population DensITy by Province................................100
Table 6.5 Population DensITy by Province, 1999-2002.............................100
6.2.6 Demographics: Population Concentration .......................................100
6.2.7 Demographics: Population by Gender............................................101
Table 6.6 Total Population Breakdown by Gender, 1996-2002...................101
6.2.8 Demographics: Population by Age Group........................................102
Table 6.7 Population by Age Group, 1996–2002 ....................................102
Table 6.8 Population by Age Group (%), 1996–2002 ..............................102
6.3 Consumer AttITudes ........................................................................103
6.3.1 Consumer AttITudes: OvervIEw.....................................................103
6.3.2 Consumer Attitudes: Response to PolITical Change............................103
6.3.3 Consumer AttITudes: Response to Economic Change.........................104
6.3.4 Consumer AttITudes: Changes in Lifestyle .......................................105
6.4 Consumer Wealth ..........................................................................111
6.4.1 Consumer Wealth: GDP and Cost of Living .....................................111
Table 6.9 GDP and Cost of Living Index, 1996–2002*.............................113
6.4.2 Consumer Wealth: Provincial Differences in GDP..............................113
Table 6.10 GDP Ranked by Province, 1996–2002*...................................114
6.4.3 Consumer Wealth: GDP Growth by Province ...................................114
Table 6.11 GDP Growth Ranked by Province, 1996–2002*............................115
6.4.4 Consumer Wealth: GDP Per CapITa by Province................................115
Table 6.12 Per CapITa GDP Ranked by Province, 1999-2002.......................116
6.4.5 Consumer Wealth: Concentration of Wealth by Province ....................116
6.4.6 Consumer Wealth: The Major citIEs ..............................................116
Table 6.13 Leading citIEs: Key Economic Indicators, 2002............................117
China and Direct Marketing - The Industry Report 2003
© The China Direct Marketing Association/Access Asia 2003 5
6.5 Households ..................................................................................118
6.5.1 Households: OvervIEw of Household CondITions ...............................118
6.5.2 Households: Total Households by Size...........................................118
Table 6.14 Number of Households by Size, 1996–2002................................119
6.5.3 Households: Total households by Urban/Rural SplIT ..........................119
Table 6.15 Number and Size of Households by Location, 1996–2002 ..............120
6.5.4 Households: Income Earners Per Household ...................................120
Table 6.16 Average Number of Income Earners per Household, 1996–2002 .....120
6.6 Employment .................................................................................120
6.6.1 Employment: Number of Workers by Sector....................................120
Table 6.17 National Employment by Sector, 1996–2002...............................121
6.6.2 Employment: Growth by Sector....................................................121
Table 6.18 Growth in Employment by Sector, 1996–2002.............................122
6.6.3 Employment: Number of Workers by Gender ..................................122
6.6.3 Employment: Number of Workers by Habitation...............................123
Table 6.19 National Workforce by Habitation, 1996–2002.............................123
6.6.4 Employment: Urban Unemployment..............................................123
Table 6.20 Urban Unemployment Rates, 1996–2002...................................123
6.7 Consumer Income..........................................................................124
6.7.1 Consumer Income: Average Incomes by Sector...............................124
Table 6.21 Average Incomes by Sector, 1996–2002....................................124
6.7.2 Consumer Income: Growth by Sector............................................125
Table 6.22 Growth in Average Incomes by Sector, 1996–2002 ......................125
6.7.3 Consumer Income: Average Incomes by Region ..............................125
Table 6.23 Average Incomes by Region, 1998–2002 ...................................126
6.8.4 Consumer Income: Growth by Region ...........................................126
Table 6.24 Growth in Average Incomes by Region, 1998–2002......................127
6.8 Consumer Market...........................................................................127
6.8.1 Consumer Market: Spending Trends..............................................127
Table 6.25 Consumer ExpendITure* by BrOAd Sector at Current Prices, 1996-2002
......................................................................................................128
6.8.2 Consumer Market: Per Capita Consumer ExpendITure ........................128
Table 6.26 Per Capita Consumer ExpendITure* by BrOAd Sector at Current Prices,
1996–2002 .....................................................................................128
6.8.3 Consumer Market: Retail Sales and Consumer Spending ....................128
Table 6.27 Retail Sales as a Proportion of Consumer ExpendITure, 1996–2002129
6.8.4 Consumer Market: Urban Income and Spending Compared ................129
Table 6.28 Urban Average Annual Income/ExpendITure, 1996–2002 ...............129
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