Shanghai City Snapshot

The Bund, Shanghai

The two Chinese characters in the name “Shanghai”, (上, shang; and 海, hai) literally mean “up, on, or above” and “sea”, respectively, evident of Shanghai’s location next to the East China Sea. The earliest occurrence of this name dates from the Song Dynasty (11th century), at which time there was already a river confluence and a town with this name in the area. There are disputes as to how the name should be interpreted, but official local histories have consistently said that it means “the upper reaches of the sea”. Due to the changing coastline, Chinese historians have concluded that in the Tang Dynasty Shanghai was literally on the sea, hence the origin of the name. However, another reading, especially in Mandarin, also suggests the sense of “go onto the sea,” which is consistent with the seaport status of the city. A more poetic name for Shanghai switches the order of the two characters, Haishang (海上), and is often used for terms related to Shanghainese art and culture.

City Overview:

Shanghai is the largest city in China in terms of population and one of the largest metropolitan areas in the world, with over 20 million people. Located on China’s central eastern coast near the mouth of the Yangtze River, the city is administered as a municipality with province-level status. Shanghai is also known by the nickname of the “Pearl of the Orient”.

Economic Overview:

Shanghai is often regarded as the center of finance and trade in mainland China. Modern development began with the economic reforms in 1992, a decade later than many of the Southern Chinese provinces, but since then Shanghai quickly overtook those provinces and maintained its role as the business center in mainland China. Shanghai has increased its role in finance, banking, and as a major destination for corporate headquarters, fueling demand for a highly educated and modernized workforce; it has recorded a double-digit growth for 15 consecutive years since 1992.

Source: Wikipedia

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Fast Facts (All statistics from 2007):

Land Area (Units: sq km): 6,341

Population (’ 000s): 18,150

Households (’ 000s): 5,982

Gross Domestic Product (Units: RMB billion): 1,037

Source: China Statistical Year Book 2007; Shanghai Statistical Year Book 2007

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2007 TOP 10 Categories by Market Share (in Millions of RMB):

Liquid Milk: 11.5%

Cooking Oil: 9.6%

Nonalcoholic Beverages: 8.1%

Yogurt: 6.3%

Skin Care: 5.2%

Biscuits: 4.6%

Solid drink: 4.1%

Beer: 3.6%

Powder milk/Powder soymilk: 3.4%

Nutrition Powder: 3.4%

Source: TNS Worldpanel China

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2007 TOP 5 Advertisers – TV (in Millions of RMB):

KFC (Fast food & Takeaway): 453.7

Olay (Skin Care): 380.9

Mcdonalds (Fast food & Takeaway): 173.9

Sanchine (Tonic/Vitamin): 206.3

Loreal (Skin Care/Cosmetic): 193.3

Source: CTR Market Research – Media Intelligence

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2007 TOP 5 Advertisers – Radio (in Millions of RMB):

Wahaha (Tonic/Vitamin): 81.0

China Mobile (Communication Equipment & Service): 80.9

Hengshoutang (Tonic Vitamin): 75.1

Cobtt (Tonic Vitamin): 58.9

Roewe (Automobile): 51.2

Source: CTR Market Research – Media Intelligence

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2007 TOP 5 Advertisers – Newspaper (in Millions of RMB):

China Mobile (Communication Equipment & Service): 102.5

Yolo (Electrical Appliance Retailer): 86.7

Gome (Electrical Appliance Retailer): 71.6

Suning (Electrical Appliance Retailer): 68.3

PPG (Clothing & Accessories): 61.8

Source: CTR Market Research – Media Intelligence

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2007 TOP 5 Advertisers – Magazine (in Millions of RMB):

Loreal (Skin Care/Cosmetic): 28.3

Lacome (Skin Care/Cosmetic): 22.1

Estee Lauder (Skin Care/Cosmetic): 20.9

Christian Dior (Skin Care/Cosmetic): 19.1

Biotherm (Skin Care/Cosmetic): 16.0

Source: CTR Market Research – Media Intelligence

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2007 TOP 5 Advertisers – Outdoor (in Millions of RMB):

China Telecom (Communication Equipment & Service): 81.3

Rose (Hospital/Health Care): 62.8

China Mobile (Communication Equipment & Service): 45.2

Samsung (Electrical Appliance): 33.8

Apollo (Hospital/Health Care): 27.7

Source: CTR Market Research – Media Intelligence

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2006 TOP 5 Newspapers by Average Issue Readership (AIR):

Xinmin Evening News (38.8%): 3,795,478

Shanghai Morning Post (23.3%): 2,275,931

Jiefang Daily (11.5%): 1,127,950

Shanghai Times (10.1%): 991,609

Youth Daily (10.1%): 983,599

Source: CTR Market Research – CNRS

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2006 TOP 5 Websites by Monthly Reach Ranking:

www.sina.com.cn/www.sina.com (24.1%): 2,357,503

www.baidu.com (23.5%): 2,295,823

www.online.sh.cn (20.3%): 1,985,943

www.sohu.com (19.7%): 1,927,348

cn.yahoo.com (11.2%): 1,097,037

Source: CTR Market Research – CNRS

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2006 TOP 5 Outdoor Ad Format by Monthly Reach Ranking:

Signpost (53.3%): 3,130,923

Inside/Outside Shop Ads (50.9%): 2,992,811

Lightbox (50.8%): 2,986,322

Outdoor Wall (47.0%): 2,759,342

Large LCD (44.5%): 2,614,105

Source: CTR Market Research – CNRS