MEDIA KIT 2019

EDITORIALS MULTIMEDIA EVENTS

YOUR WAY TO CHINA

Facilitating cooperation and the

creation of exchanges between China and Italy is the inspiration of our work.

Through specific know-how and a consolidated network of relationships, we provide taylor

made services to support companies in establishing and maintaining

economic relations with China.

WHO WE ARE

The magazine Cina in Italia is the Italian edition of China Newsweek, a periodical published by China News - the Chinese government press agency - whose website chinanews.com has 40 million page views per day.

The editorial project began in 2001 with the creation of a multi-thematic monthly magazine in Chinese, which immediately became the point of reference for Chinese communities in Italy.

In 2007, the magazine implemented its first major transformation, becoming bilingual, expanding its audience to Italians and companies that look to China with interest and increasingly assuming the role of bridge between the two cultures.

A central role, which in 2011 led the magazine to be accredited by China News among the foreign editions of its magazine, in addition to those of the United States, United Kingdom, South Korea, Japan and Southeast Asia.

The community grows, expanding in 2013 its horizons to the world of the web, with the creation of the website cinainitalia.com and its official social media channels (Facebook, Instagram, Twitter and WeChat).

In 2018, at the historic Roman district of S. Lorenzo, Cina in Italia inaugurated its own events space, Roma 9: a location on two levels designed to give substance to the issues of exchange and interaction between the two countries.

In recent years Cina in Italia has established itself as a meeting point, virtual and physical, between China and Italy. The multimedia platform guarantees a privileged point of view to all those who want to deepen the exchanges between China and Italy in economic, cultural and business terms.

The magazine is distributed throughout the country in selected newsstands, in the VIP lounges of airports, in the business class of the Rome-Shanghai flights of China Eastern Airlines, in embassies and consulates, in cultural institutes, online and at the editorial office in Rome.

THE PUBLISHER

Cina in Italia is the brainchild of Hu Lanbo, a Chinese journalist and writer who has lived in Italy for over twenty-fi ve years.

In 2014, for her deep and constant commitment to the exchange between the two countries, she was awarded the title of Knight of the Order of the Star of Italy by the President of the Italian Republic.

In 2015, Milano Finanza included her in its special MF International China/Italy in 13th place among the 50 most authoritative Chinese personalities in bilateral relations between China and Italy.

MEDIA PLATFORM

MAGAZINE

SOCIAL MEDIA

EVENTS

WEB

SITE

Cina in Italia is a multimedia platform, which guarantees pervasive communication, creating strong engagement.

The platform allows to intercept and involve the target audience composed of politicians, diplomats, entrepreneurs, import/export managers, lovers of China in Italy and lovers of Italy and products made in Italy in China.

AUDIENCE

MAGAZINEFrequency: monthly

Distribution: national

Circulation: 2,000

Readers: 8,000

SOCIAL MEDIAFollowers: 34,000

Follower growth: +32%/year

Reach: 305,000

unique users/month

Engagement: 26,150

unique users/month

WEBSITEUser: 30,000/month

Page view: 56,000/month

Frequency: +60 post/month

EDITORIAL CONTENT

FIXED HEADINGSACTUALITY

ECONOMY

ITALIAN-CHINESE EXCHANGES

ARTS & EXHIBITIONS

BOOKS

TOURS

WELLNESS

KITCHEN

APPOINTMENTS

HIGH TECH

FOOD & BEVERAGE

DESIGN

SOYBEAN EXPORT

TAOIST IMMORTALITY

HISTORY OF THE CHINESE COMMUNITY IN MILAN

HISTORY OF GUANGZHOU, FOSHAN AND THE ZUMIAO TEMPLE

PEKING OPERA TURANDOT

BILATERAL RELATIONS BETWEEN ITALY AND CHINA

BUBBLE TEA

BRAND AND CULTURAL APPROPRIATION

DIGITAL IN CHINA

MAR

CH

FOCUS

APRI

L

FEAST OF QINGMING

ANCIENT CITY OF CICHENG

DEMOLITIONS IN BEIJING

TRADITIONAL CEREMONY OF ZHUA ZHOU

VISIBILITY ON MAGAZINE: ADVCarpineti Pubb_Layout 1 22/01/19 18.00 Pagina 1

FULL PAGE*

20 X 25

DOUBLEPAGE

40 X 25

* 2A 3A 4A cover and inside pages

VISIBILITY ON MAGAZINE: ADVERTORIAL

CINA IN ITALIA

世界中国53

结果。事实上，在马克·卡尔比耐迪庄园

中找不到除草剂、化学肥料和合成产品，

在绝对意义上为消费者保证了优质葡萄酒。

目前公司占地约52.5公顷，其中41公

顷园地在种植葡萄，11.5公顷在种植橄榄。

“赌注”被证明是成功的，因为只有这片

土地上像隐藏宝藏一般的，隐藏着一些不

知名的葡萄藤种。一直种植的Bellone白葡

萄品种，一种几乎在该地区消失的名为

Greco Moro希腊葡萄。 那些有红色浆果的

品种Nero di Cori、Montepulciano和Cesanese。

由专业 人士周密策划，南部，西南部风味

的葡萄分别在四个庄园开发：Capolemole，

Pezze di Ninfa，San Pietro和Antignana。 通过

新酒窖中的尖端设备处理葡萄。 目前公司

正在蓬勃发展，为产品转型、储存、精制

和成熟，为待客和品酒提供了充足的空间。

意识到中国在数量和价值方面的重要

性，公司最近开始在中国市场迈出第一步。

“中国有巨大的潜力，但有一些困难，特

别是从立法和后勤方面的角度来看。马克

·卡尔比耐迪对《世界中国》说，“这是

一个对进口酒精有严格限制的国家，在物

流层面你必须计划一切，以便产品不会在

集装箱内放太多时间，因此有一个知道市

场的对话者是必不可少的。”尽管最初存

在困难，但可以肯定的是，“中国将成为所有

决定出口到亚洲的公司的参考点，这些公

司是亚洲大陆最重要的酒类贸易中心。”

为了在中国市场取得成功，卡尔比耐

迪公司打算专注于基础的质量和价值。为

了受到中国人的欢迎，马克强调，“拥有

范围广泛的产品，我们可以尽可能接近中

国消费者的口味。中国正在经历的全球化

也体现在消费者的新口味中，消费者越来

越倾向于寻找新的和具有某些特点的东

西。”因此，目标是从千禧一代开始，满

足不同消费者的需求。 “我们相信，对于

国内市场，中国在未来几年也将需要不同

的，更简单，但同时优雅，成熟时间更短

的饮品。我们相信，我们的产品将满足更

广泛和不同市场的需求。”马克总结道，

“未来几年我们面临中国市场的挑战将是

出口可识别的高品质产品。”

翻译：蔡爱乐

piena espansione, dispone di consistenti spazi per la trasformazione, lostoccaggio, l’affinamento e la maturazione del prodotto, nonché perricevimento ospiti e degustazioni. Di recente l’azienda ha iniziato a muovere i primi passi nel mercato cinese,consapevole dell’importanza della Cina in termini di volumi e valore. «LaCina ha enormi potenzialità, ma non mancano le difficoltà, soprattutto dalpunto di vista legislativo e logistico – racconta a Cina in Italia MarcoCarpineti –. È un Paese con leggi molto restrittive per le importazioni dialcol, a livello logistico bisogna pianificare tutto affinché il prodotto nonpassi troppo tempo all’interno di container ed è fondamentale avere un in-terlocutore che conosca il mercato». Nonostante le difficoltà iniziali, però,c’è la certezza che «la Cina diverrà in futuro il punto di riferimento pertutte le aziende che decidano di esportare in Asia, rappresentando il più im-portante hub per il commercio di alcolici del continente asiatico».Per affermarsi nel mercato cinese, Carpineti intende puntare sulla qualità,valore alla base dell’azienda. E per conquistare i palati dei cinesi, sottolineaMarco, «avendo un’ampia gamma di prodotti, possiamo delineare deiprofili che siano il più vicino possibile ai gusti dei consumatori. La globa-lizzazione che sta vivendo la Cina è percepibile anche nei nuovi gusti deiconsumatori, che stanno andando sempre più verso la ricerca di qualcosa dinuovo e che abbia determinate caratteristiche». L’obiettivo, quindi, è quellodi soddisfare le richieste dei diversi target di consumatori, a partire dai mil-lennial. «Crediamo che, come per il mercato interno, anche la Cina neiprossimi anni richiederà prodotti differenti, più semplici da bere, ma allostesso tempo eleganti e con tempistiche più brevi per quanto riguarda lamaturazione. Siamo certi che i nostri prodotti risponderanno all’esigenzadi soddisfare un mercato più ampio ed eterogeneo – chiosa Marco –. Lanostra sfida per il mercato cinese nei prossimi anni sarà quella di esportareprodotti di alta qualità e che abbiano un carattere di riconoscibilità».

SCAMBI ITALO-CINESI 中意交流

52 CINA IN ITALIA

世界中国

拉齐奥葡萄酒公司开始面向中国市

场，决心用优质葡萄酒征服中国。

“我们的产品将满足广泛和不同市

场的需求”

马克·卡尔比耐迪公司位于拉

齐奥古老城镇科里（Cori）

的 蒙 蒂 莱 皮 尼 （ Monti

Lepini）山坡上，其历史可以追溯到公元

前4世纪。马克·卡尔比耐迪公司位于罗马

以南56公里处，在海拔约400米的古老土地

上蓬勃发展并壮大起来。卡尔比耐迪家族

几代人，自1986年以来，马克以真正的激

情和生活在完整环境中的愿望为动力，掌

握了自己的力量，使其成为目前蓬勃发展

的模范公司。1994年采用有机农业方法的

最重要变化，是创造真正健康产品愿望的

L’azienda laziale si affaccia sul mercato cinese, decisa aconquistarlo con i suoi vini di qualità. «I nostri prodotti ri-sponderanno all’esigenza di soddisfare un mercato ampioed eterogeneo»

Alle pendici dei Monti Lepini, a Cori, antica cittadina lazialerisalente al IV secolo a.C., 56 chilometri a sud di Roma, a circa400 metri di altitudine, su un territorio antico, fiorisce e cresce

solida l’azienda Marco Carpineti. Appartenente alla famiglia Carpineti dadiverse generazioni, dal 1986 è Marco che, spinto da autentica passione edal desiderio di vivere in un ambiente intatto, ne prende in mano le redini e

ne fa un’azienda modello e al mo-mento in piena espansione. Nel1994 il cambiamento più rilevantecon l’adozione dei metodi di agri-coltura biologica, frutto della vo-lontà di realizzare prodotti vera-mente sani. Diserbanti, concimichimici e prodotti di sintesi, infatti,non trovano asilo nella tenuta diMarco Carpineti, garanzia per iconsumatori di vini di qualità insenso assoluto. Attualmente l’azienda si estendeper circa 52,5 ettari, di cui 41 col-tivati a vigneto e 11,5 a uliveto.La scommessa, che si sta dimo-strando vincente, punta su alcunivitigni sconosciuti, che solo questoterritorio ha conservato come untesoro nascosto. Vitigni a baccabianca da sempre coltivati sono il

Bellone e una varietà di uva Greco, chiamata Greco Moro, quasi scomparsanel territorio. Quelli a bacca rossa sono il Nero buono di Cori, ilMontepulciano e il Cesanese. Curati da professionisti scrupolosi, i vigneticon esposizione sud-sudovest si sviluppano in quattro tenute: Capolemole,Pezze di Ninfa, San Pietro e Antignana. Le uve vengono trasformateattraverso attrezzature all’avanguardia nella nuova cantina. Al momento in

Marco Carpineti punta sulla Cina卡尔比耐迪酒庄面向中国市场

For more in-depth communication, we host and support the creation of editorial content, with translation and adaptation in Chinese (1 or 2 pages).

SPECIAL CONTENTS

To increase the impact of campaigns you can imagine exclusive and personalized content, such as inserts, gadgets, booklets, bookmarks, etc..

WEB VISIBILITY: ADV

Skin 1600x1200px Box 300x250px Leaderboard 728x90px Box 300x250px

HOME PAGE ARTICLES

Our editorial staff and a team of SEO experts (search engine optimization) who guarantee maximum support for the creation of editorial content, with high performance indexing on search engines.

WEB VISIBILITY: ADVERTORIAL

WEB VISIBILITY: CHINESE SECTION

Our website hosts a section in language dedicated to Chinese readers. Through a service of translation and revision of the contents, we offer the possibility to extend the advertising campaigns to this type of target audience.

SOCIAL VISIBILITY

Photos in which the brand is present in relation to a topic of the magazine “Cina in Italia”.

GIF (animated images) in which the brand is present (product placement)

Post links to articles (interviews, news about the brand) on the website www.cinainitalia.com

Facebook Surveys

Card on Facebook (recipes, quotes, bullet point)

Video news or interviews in which the brand is present (product placement)

Instagram StoriesLive coverage from events where the brand is present

Relay on Twitter and Live Tweet from events

SOCIAL VISIBILITY: WECHAT

WeChat is the most widely used social networking and messaging app in China. Our team is available to create dedicated content and graphics, to be disseminated throughout our WeChat page.*

* The institutional WeChat page is coordinated by the publisher Hu Lanbo

EVENTS - ROMA 9

Aware of the growing importance of the experiential side of marketing, our 200 sq.m. two-level location is designed to

bring companies and consumers together.

A boutique showroom ideal for food and wine tastings, product presentations, press conferences and for

implementing cross-media strategies that involve direct contact with our audience.

We offer the possibility to extend campaigns within exclusive partner spaces.

CROSS-MEDIA STRATEGIES

In close collaboration with our customers, we carry out communication and marketing

campaigns that, in a uniform style, are conveyed through our online,

offl ine and onsite channels.

CONTACT

adv@elephantconsultingroup.com

www.elephantconsultingroup.com