1. REDISCOVER PRESTIGE
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2. In early 2014, based on the assessments of the
World Bank’s International Comparison Program,
China has overtaken the United States and is now
officially the world’s 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
Australia’s 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
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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’’
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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 gentlemen’s 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
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5. “Chinese Shoppers Represent
25 Percent of the World’s
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 Zealand’s 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
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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.
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7. MEDIA KIT 2015/2016
Australia and New Zealand’s 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 world’s 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
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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 – 17% travel First Class, 58% travel
Business Class and 21% Travel Economy Class.
KONCIERGE Readers travel with family and friends. 20% travel
1-2 people, 72% travel with 3-10 people, and 13% 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
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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. QQ.com 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 TiTchmo’s digital know how and the massive reach
of Tencent’s social media platforms, including Tencent Weibo,
WeChat and QQ.com, we are able to effectively position brands
and projects in front of millions of affluent Chinese consumers.
KONCIERGE
Reach
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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.
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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.
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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
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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.
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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
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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
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