phoenix movies channel china business executives survey 2014 in 8 cities
TRANSCRIPT
Phoenix Movies Channel
China Business Executives Survey 2014 in 8 cities
CBES - Methodology
• China Business Executives Survey (CBES)• Conducted by CVSC-TNS Research Co. Ltd. (CTR)• Face-to-face interview• 8 cities – Beijing, Shanghai, Guangzhou,
Shenzhen, Hangzhou, Dalian, Wuhan and Chengdu
• Target audience – Middle and top management of enterprises.
• Samples represent a population of 1,240,930 business executives nationwide.
CBES Scope – Corporate Executives
Corporate Executives with the company of 50 employees from 24 industries, including: banking and financial institutions, insurance companies, business schools, Fortune 500 companies in China, international audit and law firms, and hotels. •CEO/ GM/ MD/ President/ Chairperson (or equivalent)•Deputy GM/ VP (or equivalent)•Head of Finance/ Accounting•Head of Domestic Marketing/ Sales/ Advertising•Head of International Marketing/ Sales/ Operations•Head of Production/ Operations/ R&D•Head of IT•Owners or Partners
Phoenix Movies is No.4 oversea regional channel amongst Affluent Business Executives
8.9
8.3
6.6
5.6
5.2
5.1
5.0
5.0
4.6
4.3
3.9
2.9
2.4
1.8
1.4
3.6
13.9
16.130.0
49.155.6
3.7
3.8
Phoenix Chinese or Phoenix InfoNews
Phoenix Chinese
Phoenix InfoNews
Xing Kong Wei Shi
Phoenix Movies
China Entertainment TV
Discovery
TVB8
STAR Sports
CNN
BBC
ESPN
MTV
TVB Xinghe
Channel [V]
Sun Satellite
Disney
CNBC
Bloomberg
Cartoon Network
STAR World
MASTV
FOX
% watched in past 7 days
Source: CTR CBES 2014; Regional channels watched in past 7 days.Business executives with annual household income RMB 700K+ in 8 cities in China (102,037)
Phoenix Movies is No.4 oversea regional channel amongst General Manager/ President/ CEO/
Director
5.8
2.6
1.9
1.9
1.6
1.6
1.5
1.4
1.2
1.1
1.1
0.9
0.5
0.2
0.9
1.0
1.0
38.9
35.2
17.0
10.3
6.7
1.0
Phoenix Chinese or Phoenix InfoNews
Phoenix Chinese
Phoenix InfoNews
Xing Kong Wei Shi
Phoenix Movies
China Entertainment TV
Discovery
CNN
MTV
TVB8
ESPN
Sun Satellite
STAR Sports
Bloomberg
CNBC
BBC
TVB Xinghe
Disney
Channel [V]
STAR World
Cartoon Network
MASTV
FOX
% watched in past 7 days
Source: CTR CBES 2014; Regional channels watched in past 7 days.Business executives who are general manager/ president/ CEO/ direct, in 8 cities in China (504,548)
Phoenix Movies viewers are top management, affluent and decision makers
41.2
60.5
40.6
36.2
34.1
37.7
24.7
21.6
Legal Representatives/Shareholders/ Owners or
Partners
Decision makers ofcompany annual budget
RMB 1million+
Personal annual incomeRMB 300K+
Household annual incomeRMB 500K+
Phoenix Movies viewers
CBES respondents
Profile %
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
Profile %
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
77.6
39.4
38.4
33.9
12.4
54.8
20.3
34.4
16.0
7.7
Consumed Wine in past12 months
Consumed Whisky in past12 months
Consumed Chinese WhiteWine in past 12 months
Consumed Brandy in past12 months
Consumed Vodka in past12 months
Phoenix Movies viewers
CBES respondents
Phoenix Movies viewers love drinking
Phoenix Movies viewers love digital products
93.3
57.5
94.3
30.7
56.8
19.4
84.5
37.8
90.3
14.4
53.9
16.2
Owned digital camera
Owned digital videocamera
Owned laptop computer
Planned to buy laptopcomputer next 12 months
Owned Tablet PC
Planned to buy Tablet PCnext 12 months
Phoenix Movies viewers
CBES respondents
Profile%
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
Phoenix Movies viewers are frequent flyers
91.5
75.2
79.2
75.3
46.1
63.9
Air travel in past 12months
Business air trip in past 12months
Leisure air trip in past 12months
Phoenix Movies viewers
CBES respondents
Profile%
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
28.8
48.4
25.1
3.2
13.9
37.7
34.2
6.2
Five-star hotel
Four-star hotel
Three-star hotel
Lower than three-starhotel
Phoenix Movies viewers
CBES respondents
Phoenix Movies viewers are more likely to stay with 4-star or above hotels
Profile%
Type of hotel usually stay with during business or leisure trips
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
53.1
41.3
34.7
28.9
28.5
25.6
22.6
22.2
17.9
16.4
45.4
25.0
22.3
17.1
14.5
9.8
13.1
11.8
7.7
8.4
Mainland China
Hong Kong/Macau
European Countries
SG/MAL/THAI/Indonesia/PHIL
Korea
Japan
Taiwan
Australia/New Zealand
North American Countries
Other Asian Countries
Phoenix Movies viewers
CBES respondents
Travel Destinations for the Next 12 MonthsProfile%
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
Phoenix Movies viewers are likely to take First or Business Classes on air travels
Class taken in most of the time on the plane
48.7
42.8
27.6
47.7
First / Business Class
Economy Class
Phoenix Movies viewersCBES respondents
Profile%
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
Phoenix Movies viewers are more likely to travel with tour groups and work units
How do you normally travel
45.6
42.5
38.5
33.6
35.2
22.1
36.3
31.4
Tour Groups
Tours with Work Units
Package Travel
Self-driving Tours
Phoenix Movies viewersCBES respondents
Profile%
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
Phoenix Movies viewers are more likely to own private cars at home
98.0
39.2
87.2
19.1
Own Private Car(s) athome
Intend to buy Car(s) athome in next 12
months Phoenix Movies viewers
CBES respondents
Profile %
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)
Phoenix Movies viewers are more likely to attend postgraduate education
53.9
52.2
29.4
30.7
Currently AttendingPostgraduate Education*
Planning to AttendPostgraduate Education* in
Next Year
Phoenix Movies viewers
CBES respondents
Profile %
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)*Remarks: MBA/EMBA/ EDP/ MPA/ Professional Qualifications (e.g. CPA)/ Foreign Language Training/ Postgraduate Programme/ Others
Phoenix Movies viewers lead a quality lifestyle
83.0
80.7
80.3
73.9
69.9
77.0
76.0
57.4
68.7
52.0
I like to keep up the trendof technologicaldevelopment.
I chose high-tech productbecause it makes me
efficient.
I would like to spend moremoney on brand products
It is worth paying extra forquality goods
I'd like to buy foreignbrands even they're
expensive Phoenix Movies viewers
CBES respondents
Agree / Strongly agree %
Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Movies in past 7 days (75,072)