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China Advertising Spend Report 1st February 1999
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An awakening China is possibly the world's newest and most high potential advertising market worldwide at the moment, especially with it's comparative resilience to the Asian and international crisis and the backward moves in Eastern Europe and Latin America recently.However, the advertising market is not that sophisticated yet. Chinese Income levels are still very low compared to Western and Asian levels, but the romance with consumer goods is well established. The anti smoking drive not having made an influence on China, China boasts a major proportion of the world's puffers. Consumer goods, electronics and computers, food and beverages and real estate seem to predominate among those goods and services attracting the most advertising revenues. According to a SurfChina report, China's advertising spending in 1998 is 4.8 billion dollars ranked No. 9 in the world, while the U.S. is 112.4 billion and ranked No. 1. Certainly it is a market that cannot be ignored. The following table is available on SurfChina's Web site which provides much fee based survey information useful for those researching the China market.
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The views expressed here may not necessarily reflect those of Orient Pacific Century or partners of the Asia Pacific Management Forum
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