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1、CONTENTS Error! No text of specified style in document. June 2011 | 1-800-330-3772 | IBISWorld Industry Report 7440 Advertising Agencies in China June 2011 About This Industry . 2 Industry Definition . 2 Main Activities . 2 Similar Industries 2 Additional Resources 2 Industry Performance 4 Executi
2、ve Summary 4 Key External Drivers . 4 Current Performance 4 Industry Outlook 7 Industry Life Cycle 9 Products Europe billboard advertising; and transport advertising. Focus Media Holding Ltd. Founded in 2003, Focus Media Holding Ltd. is the leading commercial audiovisual media firm in China. It prov
3、ides a broad portfolio of media advertising platforms, including commercial location networks, in- store networks, poster frame networks, mobile handset advertising networks (through Focus Media Wireless) and outdoor LED networks. Focus Media sells commercial TV advertising time slots on their netwo
4、rk of flat-panel TV screens located in high-traffic areas in commercial locations throughout China. At present, the companys commercial location network is the largest commercial TV advertising network in China and covers approximately 20,000 commercial buildings in 44 major cities. In 2008, its ope
5、rating revenue increased to $369.6 million. In 2010, the companys advertising revenue was $516.3 million. Jiangsu DAHE International Advertising Group Established in 2000, Jiangsu DAHE International Advertising Group is located in Nanjing city, Jiangsu province. The company has total assets of $91.1
6、 million with a registered capital of $16.7 million and about 1,200 employees. DAHE is a well-known outdoor advertising enterprise that offers one-stop advertising services, with well- equipped advanced printing and production facilities. The group operates its outdoor advertising service network in
7、 about 50 cities via subsidiaries, branch companies and service centers, providing a full range of specialized outdoor advertising services for clients. The group focuses on the design and production of outdoor advertisements and accelerates development of the dissemination of outdoor and media adve
8、rtising in China. Main clients of the company include HSBC, LG, Nokia, Sony, Hyundai, B (2) Approval is required for the advertisements of tobaccos and outdoor advertisements from the AIC; and, (3) Approval is required for the advertisements of pesticides and animal drugs from the government departm
9、ents of agriculture. China Advertising Association (CAA) China Advertising Association (CAA) is a self-regulatory entity for all advertising agencies set-up under the supervision of the State Administration for Industry (2) Having administrative personnel familiar with advertising control legislatio
10、n and personnel able to undertake the design, production and editing of advertisements; (3) Having full-time accounting personnel; and, (4) Having the ability to provide relevant services if applying to undertake contract work for or to act as an agent for foreign businessmen who come to China to ad
11、vertise. Regulations on the Establishment of Foreign-Funded Advertising Enterprises Promulgated by the SAIC and the Ministry of Foreign Trade and Economic Cooperation in 1994, these regulations were formulated to promote the opening of Chinas advertising business to the outside world and make sure t
12、hat the quality of foreign-funded advertising enterprises reach a certain standard so as to guarantee the healthy development of the countrys advertising sector. The foreign-funded advertising enterprises should be established in accordance with “The Law of the Peoples Republic of China on the Chine
13、se-Foreign Joint Equity Ventures“, “The Law of the Peoples Republic of China on the Chinese-Foreign Joint Contractual Ventures“, “Advertising Law of the Peoples Republic of China“, “Regulations on Control of Advertising“, “The Ratified Phraseology Standards for Advertisers Natural Endowment Norms an
14、d Advertising Scope“ and other relevant laws, decrees and regulations. For establishing a foreign-funded advertising enterprise, foreign participants must have the following qualifications, apart from conditions required by relevant laws and regulations: (1) They must be legal persons which are enga
15、ged in a major advertising business as their main undertaking; (2) They can import advanced international advertisement producing technology and advertising equipment; (3) They shall have the ability of market survey, advertising planning and advertising effect monitoring; (4) They can train Chinese
16、 employees in advertising planning, creating, designing, producing and management; and, (5) Their registered capital for the enterprise is no less than $300,000. A foreign-funded advertising enterprise which applies for the establishment of affiliations should have the following qualifications: (1)
17、It has paid all the registered capital; (2) Its annual business turnover is no less than $2.63 million; and, (3) There must be more than three comparatively regular advertising clients in the area where the affiliation is located. The Guideline Catalogue for Industrial Restructuring (2011 Version) I
18、n April 2011, State Development and Reform Commission issued The Guideline Catalogue for Industrial Restructuring (2011 Version), during which advertising creative, advertising plan, advertising design and advertising production is listed in the encouraging catalogue. WWW.IBISWORLD.COM.CN Advertisin
19、g Agencies in China June 2011 28 Industry Assistance The level of industry assistance is low and the trend of industry assistance is steady. There are no specific tariffs for this industry. There are no specific tariffs for this industry. The industry receives little assistance from government bodie
20、s. Since 2004, the central government and local governments have developed regulations to attract more investment from foreign advertising companies. According to the Regulation on Investment in Advertising Enterprises by Foreign Investors jointly promulgated by the State Administration of Industry
21、and Commerce and Ministry of Commerce of China, foreign majority ownership in domestic advertising enterprises was permitted from March 2004, with the maximum foreign ownership of 70%, a rise from 49%. Wholly foreign-owned advertising companies were permitted from December 10, 2005. In addition, loc
22、al departments of industry and commerce have also developed various regulations, to streamline the procedures for advertisement examination and approval. However, government regulation of other industries can affect this industry. For example, advertising revenue will decrease accordingly if governm
23、ent controls the real estate industry and limits the market price of houses. On July 22, 2009, the Revitalizing Plan of Culture Industry was passed at the executive meeting of the State Council. According to this plan, eight culture sub-industries, including the Advertising industry, are listed as i
24、mportant industries to be developed. Seven measures including encouraging multi-industry alliances, promoting cultural consumption, and promoting cultural industries, will be implemented to support the development of important culture industries. WWW.IBISWORLD.COM.CN Advertising Agencies in China Ju
25、ne 2011 29 Key Statistics Industry Data Revenue IVA Establish- ments Enterprises Employ- ment Exports Imports Wages Total Assets (US Million Dollars) 2002 17,468.9 6,114.1 41,658 21,306 354,097 - - 1,379.4 8,277 2003 19,067.0 6,864.0 55,239 28,054 497,152 - - 2,011.0 10,531 2004 20,829.3 7,665.1 76,
26、451 35,615 741,000 - - 2,780.9 12,627 2005 22,923.1 8,710.9 92,582 42,738 925,822 - - 3,447.3 15,140 2006 24,296.0 9,475.4 107,118 49,149 1,049,752 - - 4,150.5 17,570 2007 25,966.1 10,386.5 121,793 55,538 1,157,030 - - 4,945.9 19,493 2008 30,510.1 12,671.5 140,792 63,869 1,295,289 - - 5,808.0 22,612
27、 2009 34,781.5 14,825.7 154,871 70,256 1,372,781 - - 6,766.3 25,778 2010 40,172.8 17,568.5 171,907 77,844 1,482,603 - - 7,916.6 29,644 2011 45,997.8 20,467.2 187,551 84,227 1,587,868 - - 9,222.8 33,350 2012 51,747.5 23,639.7 202,930 90,207 1,692,667 - - 10,606.3 37,185 2013 57,439.7 26,476.4 218,149
28、 95,980 1,797,612 - - 12,038.1 40,904 2014 62,896.5 29,124.1 230,802 101,067 1,900,076 - - 13,482.7 44,585 2015 68,557.2 31,890.8 242,111 105,716 1,998,880 - - 14,965.8 48,375 2016 74,041.8 34,601.6 251,796 109,839 2,094,827 - - 16,387.5 52,245 WWW.IBISWORLD.COM.CN Advertising Agencies in China June
29、 2011 30 Annual Change Revenue (%) IVA (%) Establish- ments (%) Enterprises (%) Employ- ment (%) Exports (%) Imports (%) Wages (%) Assets (%) 2003 9.1 12.3 32.6 31.7 40.4 N/C N/C 45.8 27.2 2004 9.2 11.7 38.4 27.0 49.0 N/C N/C 38.3 19.9 2005 10.1 13.6 21.1 20.0 24.9 N/C N/C 24.0 19.9 2006 6.0 8.8 15.
30、7 15.0 13.4 N/C N/C 20.4 16.0 2007 6.9 9.6 13.7 13.0 10.2 N/C N/C 19.2 10.9 2008 17.5 22.0 15.6 15.0 11.9 N/C N/C 17.4 16.0 2009 14.0 17.0 10.0 10.0 6.0 N/C N/C 16.5 14.0 2010 15.5 18.5 11.0 10.8 8.0 N/C N/C 17.0 15.0 2011 14.5 16.5 9.1 8.2 7.1 N/C N/C 16.5 12.5 2012 12.5 15.5 8.2 7.1 6.6 N/C N/C 15
31、.0 11.5 2013 11.0 12.0 7.5 6.4 6.2 N/C N/C 13.5 10.0 2014 9.5 10.0 5.8 5.3 5.7 N/C N/C 12.0 9.0 2015 9.0 9.5 4.9 4.6 5.2 N/C N/C 11.0 8.5 2016 8.0 8.5 4.0 3.9 4.8 N/C N/C 9.5 8.0 WWW.IBISWORLD.COM.CN Advertising Agencies in China June 2011 31 Key Ratios IVA/revenue (%) Imports/ demand (%) Exports/ r
32、evenue (%) Revenue per employee ($000) Wages/ revenue (%) Employees per est. Average wage ($) 2002 35.0 0.0 N/C 49.3 7.9 9 3,895.5 2003 36.0 0.0 N/C 38.4 10.5 9 4,045.0 2004 36.8 0.0 N/C 28.1 13.4 10 3,752.9 2005 38.0 0.0 N/C 24.8 15.0 10 3,723.5 2006 39.0 0.0 N/C 23.1 17.1 10 3,953.8 2007 40.0 0.0
33、N/C 22.4 19.0 9 4,274.7 2008 41.5 0.0 N/C 23.6 19.0 9 4,483.9 2009 42.6 0.0 N/C 25.3 19.5 9 4,928.9 2010 43.7 0.0 N/C 27.1 19.7 9 5,339.7 2011 44.5 0.0 N/C 29.0 20.1 8 5,808.3 2012 45.7 0.0 N/C 30.6 20.5 8 6,266.0 2013 46.1 0.0 N/C 32.0 21.0 8 6,696.7 2014 46.3 0.0 N/C 33.1 21.4 8 7,095.9 2015 46.5
34、0.0 N/C 34.3 21.8 8 7,487.1 2016 46.7 0.0 N/C 35.4 22.1 8 7,822.8 Figures are inflation-adjusted 2011 dollars NOTE: UNLESS SPECIFIED, AN ASTERISK (*) ASSOCIATED WITH A NUMBER IN A TABLE INDICATES AN IBISWORLD ESTIMATE AND REFERENCES TO DOLLARS ARE TO US DOLLARS. Jargon ADVERTISING REVENUEBillings af
35、ter deducting expenses paid to media for advertising publishing. It is the taxable income amount for advertising agents. BILLINGS Advertising agents actual revenue from advertising planning, designing, producing, publishing, factoring and other businesses relating to advertising. INDUSTRY REVENUE Th
36、e sum of industry participants advertising revenue, rather than billings. WWW.IBISWORLD.COM.CN Advertising Agencies in China June 2011 32 Disclaimer This product has been supplied by IBISWorld Inc. (“IBISWorld”) solely for use by its authorized licenses strictly in accordance with their license agre
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