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1、CONTENTS Error! No text of specified style in document. April 2012 | 1-800-330-3772 | IBISWorld Industry Report 8823 Magazine and Periodical Publishing in China April 2012 About This Industry . 2 Industry Definition 2 Main Activities . 2 Similar Industries . 2 Additional Resources . 2 Industry Per
2、formance 3 Executive Summary . 3 Key External Drivers 3 Current Performance . 4 Industry Outlook 5 Industry Life Cycle . 7 Products & Markets . 8 Supply Chain . 8 Products & Services 9 Demand Determinants . 11 Major Markets 12 International Trade 12 Business Locations 14 Competitive Landscape . 17 M
3、arket Share Concentration 17 Key Success Factors . 17 Cost Structure Benchmarks . 18 Basis of Competition 19 Barriers to Entry . 20 Industry Globalization 21 Major Companies 22 Beijing Rayli Magazines . 22 Trends Magazines . 23 Seeking Truth Magazine 23 Zhiyin Media Group . 23 Duzhe Publishing Limit
4、ed 24 Other Players 24 Operating Conditions 25 Capital Intensity . 25 Technology & Systems 25 Revenue Volatility 26 Regulation & Policy . 26 Industry Assistance . 26 Key Statistics . 28 Industry Data . 28 Annual Change 29 Key Ratios . 30 Jargon . 30 Magazine and Periodical Publishing in China WWW.IB
5、ISWORLD.COM.CN Magazine and Periodical Publishing in China April 2012 2 About This Industry Industry Definition The Magazine and Periodical Publishing industry in China publishes a wide range of periodicals and magazines. The printing, wholesaling and retailing of periodicals and magazines are inclu
6、ded in other downstream industries. Main Activities The primary activities of this industry are: Magazine publishing Periodical publishing The major products and services in this industry are: Natural science and technology periodicals Social science and philosophy periodicals Culture and education
7、periodicals Literature and arts periodicals Other magazines Business periodicals Childrens magazines Pictorials Similar Industries 2311 - Book, Magazine and Periodical Printing in China This industry includes firms that print newspapers, magazines and periodicals. 8821 - Book Publishing in China Thi
8、s industry publishes printed books, maps, pictures and other printed articles. 8822 - Newspaper Publishing in China This industry publishes newspapers. Additional Resources For additional information on this industry: China Direct Marketing Magazine General Administration of Press and Publication
9、of the Peoples Republic of China National Bureau of Statistic China WWW.IBISWORLD.COM.CN Magazine and Periodical Publishing in China April 2012 3 Industry Performance Executive Summary Competition within the Magazine and Periodical publishing industry in China has intensified significantly in recen
10、t years. Increased computer usage has negatively affected demand for printed magazines and periodicals. In addition, many companies have shifted some of their advertising budgets from industry products to the started to the internet to reach a more select audience. However, due to strong growth acro
11、ss the Chinese economy, the industry is still growing, albeit at a slow rate. Industry growth is mainly attributed to increasing demand for magazines and rising advertising revenue. Revenue generated from advertising accounts for a large share of the industrys total revenue, about 26.5% in 2012. Ind
12、ustry revenue is expected to total $2.9 billion in 2012, up 4.8% from 2011, and reflecting annualized growth rate of 6.2% since 2007. Industry profit has also been stable, accounting for about 8.0% of industry revenue. Over the next five years through 2017, industry revenue is forecast to increase a
13、t an average annualized rate of 4.5% to reach $ 3.6 billion. There is a lot of potential for increased magazine and periodical penetration rates in China. Many publishers are changing the content of magazines and periodicals to segment the market and attract more advertisers. In particular, magazine
14、s about fashion, lifestyle, entertainment, and technology are anticipated to increase and account for larger shares of industry revenue over the next five years. These publications generally have large amounts of advertising and can be highly profitable. Revenue generated from industrial periodicals
15、 will also increase significantly due to their more defined audience and increased readership. Key External Drivers The key sensitivities affecting the performance of the Magazine and Periodical Publishing industry include: Competition from other Industries External competition from e-publishers can
16、 reduce the number of industry consumers and advertisers. Economic Indicators - Advertising Revenue generated from advertising accounts for a large share of total industry revenue. Increasing advertising demand in China will therefore stimulate future industry revenue growth. Government Purchasing P
17、olicy - Books and Magazines The governments purchasing policies on magazines and periodicals can influence industry demand. Household Disposable Income Increasing household disposable income levels stimulate demand for magazines and publications, as more people are able to afford discretionary produ
18、cts. Industry Systems and Technology - Services to Printing Improving printing technology promotes the development of the industry by decreasing costs and enhancing quality. Pervasive Technology - Internet Connections The development of internet technology decreases demand for printed periodicals as
19、 more people will read articles or collect information from the internet. WWW.IBISWORLD.COM.CN Magazine and Periodical Publishing in China April 2012 4 Current Performance During the five years through 2012, industry revenue has been increasing at an annualized rate of 6.2% to total $2.9 billion. Th
20、e number of magazine and periodical publishers has shown low but steady growth, rising 1.9% annually from 2,582 in 2007 to 2,835 in 2012. High barriers to entry, strict government regulations, and a limited range of magazine and periodical titles limits the number of new entrants to the industry. Th
21、e industry is also subject to regional development disparity. Many large-scale publishers are located in cities, such as Beijing, Shanghai and Guangzhou, as higher consumption levels in these areas increase profit margins. Several magazine and periodical publishers have relocated to these cities in
22、recent years. The industry has a low concentration level, despite increases in recent years. Certain magazine and periodical publishers dominate specific fields as companies prefer to advertise in publications with large circulations to reach a selected audience. For example, most cosmetics manufact
23、urers advertise in RayliMagazine due to its prominence. Revenue streams Advertising revenue accounts for about 26.5% of industry revenue in 2012. This share is expected to increase in future years. Advertising revenue was negatively affected by the global financial crisis, although domestic demand f
24、or magazines and periodicals continued to increase. Publishers are developing new specialized publications to target niche audiences and attract more advertising revenue. In fact, some new periodicals are being developed to target advertiser-specified audiences. For example, publishers of some new i
25、ndustrial periodicals selected their audience according to the requirements of advertisers. Then they researched the content needs of these readers. Meanwhile, new commercial periodicals were established by advertising agencies specifically as advertising vehicles. In addition to advertising publica
26、tions in this industry generate revenue via sales and distribution. Periodicals with circulation of over 250,000 include government publications (34.3% in 2008), educational periodicals (17.1%), and commercial magazines (41.6%). Government institutions publish periodicals related to the goings-on in
27、 various government departments. These are distributed to administrative organizations and their branches across the country. Industry profit The industrys profit is relatively high at a steady 8.0%, as advertising margins are relatively high. Magazine publishers have increased total paper consumpti
28、on volumes in recent years to devote more space to advertising. This has helped to maximize profit in the industry. The rapid development of the Chinese economy has been one of the main drivers of industry revenue and profit growth. As disposable incomes increase, people will spend more on magazines
29、 and periodicals. However, the improvement of technology will influence the revenue in the industry negatively. The rising number of internet users in China will affect the industrys expansion as magazine and periodical publishers face greater internal and external competition. More publishers in th
30、is industry started to develop niche markets and offer a wider range of publications for smaller market segments. WWW.IBISWORLD.COM.CN Magazine and Periodical Publishing in China April 2012 5 Industry Outlook ACMR-IBISWorld forecasts that in the five-year period through 2017, revenue of the Magazine
31、 and Periodical Publishing industry in China will increase at an annualized rate of 4.5%, amounting to $3.6 billion. Industry profit is expected to decline slightly, accounting for about 7.5% of revenue in 2017. Demand for periodicals will increase due to improving educational levels in China, as we
32、ll as rising household disposable incomes. More people will be able to afford magazines, which will stimulate the circulation of fashion, lifestyle and entertainment publications. Revenue generated from advertising will also increase steadily, despite downward pressure on advertising rates due to in
33、creasing competition. The number of magazines about fashion, lifestyles, entertainment and technology is expected to increase and account for larger shares of industry revenue. These types of publications carry the most advertising and are highly profitable. Revenue generated from industrial periodi
34、cals will also increase significantly due to increased readership among a well-defined audience. Competition for advertisers and readers will intensify significantly in future years. Publishers in the industry will have to pay more attention to brand building and ways to increase circulation and rea
35、dership. More periodical publishers will increase their investment in marketing activities in other mediums to improve their brand awareness. They will also continue to increase page numbers to reinforce competitiveness. Paper consumption of the industry is therefore forecast to keep increasing in t
36、he future. Fewer new publishers will enter this market in the five years through 2017 compared with the last five years due to the intense competition and high barriers to entry in this industry. Enterprise numbers are estimated at 3,000 in 2017, reflecting an annualized growth rate of 1.1% since 20
37、12. Employee numbers are forecast to increase at an annualized rate of 0.9% in the next five years, totaling around 93,890 in 2017. Industry wages will continue to account for a large proportion of industry revenue22.9% in 2017. This is mainly due to increasing labor costs and improving automation l
38、evels in China that require better skilled workers. State capital will continue to dominate the industry in the five years through 2017,although the share of private capital will grow. Foreign capital, however, is not anticipated to be allowed into the market via direct investment over the next five
39、 years. Instead, foreign companies will establish copyright partnerships with domestic publishers to publish new periodicals or Chinese versions of foreign magazines. Exports and competing imports will remain relatively insignificant to this industry. Exports are forecast at $5.1 million in 2017, wi
40、th annualized growth of 6.6% since 2012. Competing imports are forecast at $277.5 million in 2017, showing annualized growth rate of 5.2%, and making up 7.1% of domestic demand in 2017. WWW.IBISWORLD.COM.CN Magazine and Periodical Publishing in China April 2012 6 WWW.IBISWORLD.COM.CN Magazine and Pe
41、riodical Publishing in China April 2012 7 Industry Life Cycle This industry is in the mature stage of its life cycle. Life Cycle Stage Steady periodical demand increased advertising revenue in recent years Entry of private capital is increasing This industry has a low concentration level Moderate in
42、dustry revenue and value added growth in the five years to 2011 Between 2007 and 2017, value added for the Magazine and Periodical Publishing industry in China has been growing at an annualized rate of 4.7%. Over the same period, growth in Chinas GDP has been almost double at 9.0% year. This indicat
43、es that the industry is in the mature stage of its life cycle. The industry is still subject to a low concentration level, although it has increased in recent years. Some large publishers dominate specific markets, and geographic concentration is high for some products. The Chinese economy has devel
44、oped rapidly in recent years, and consumption levels across the country have therefore improved significantly. More Chinese people have sufficient incomes to purchase magazines and periodicals, stimulating moderate industry revenue growth. Growing demand for periodical advertising in recent years ha
45、s also contributed to increased industry revenue, with profit margins remaining relatively stable. The entry of private capital into the industry intensified industry competition, but also promoted the industrys development. WWW.IBISWORLD.COM.CN Magazine and Periodical Publishing in China April 2012
46、 8 Products & Markets Supply Chain Key Buying Industries 6512 - Supermarkets in China Supermarkets purchase periodicals and magazines for retailing. 6564 - Gas Stations in China Gas stations purchase periodicals and magazines for retailing. Z9901 - Households in China Households are the end-consumer
47、s of periodicals and magazines. Key Selling Industries 2221 - Paper and Paperboard Manufacturing in China Establishments in this industry provide paper as raw materials for magazine and periodical publishing. 2311 - Book, Magazine and Periodical Printing in China Establishments in this industry prov
48、ide printing services for periodical and magazine publishers. WWW.IBISWORLD.COM.CN Magazine and Periodical Publishing in China April 2012 9 Products & Services Business periodicals 2.0% Childrens magazines 1.2% Culture and education periodicals 12.4% Literature and arts periodicals 6.1% Natural scie
49、nce and technology periodicals 50.3% Other magazines 3.3% Pictorials 0.6% Social science and philosophy periodicals 24.1% Natural sciences and technology periodicals In 2012, there are over 10,000 periodicals in China. More than 50% of these are about natural science and technology, including computers, mechanics, astronomy, biology, and mathematics. This segment is expected to account for about 38% of industry revenue for the year. This high sh