Xi’an City Snapshot

Bell Tower, Xi’an

The two Chinese characters in the name “Xi’an (Chinese: 西安)” literally mean Western Peace. This name derives from the Ming Dynasty, when the city’s name changed from its former title of “Chang’an (Chinese: 长安)”.

City Overview:

Xi’an is the capital of the Shaanxi province in China and a sub-provincial city. As one of the oldest cities in Chinese history, Xi’an is one of the Four Great Ancient Capitals of China because it has been the capital (under various names) of some of the most important dynasties in Chinese history, including the Zhou, Qin, Han, the Sui, and Tang dynasties. Xi’an is the eastern terminus of the Silk Road and known as the site of the Terracotta Army, made during the Qin Dynasty.

Economic Overview:

Since the 1990s, as part of the economic revival of interior China especially for the central and northwest regions, the City of Xi’an has re-emerged as an important cultural, industrial and educational center of the central-northwest region, with facilities for research and development, national security and China’s space exploration program. Xi’an’s strong industries are: software industry, service outsourcing industry, business process outsourcing industry, telecommunication industry, game industry and aerospace industry.

Source: Wikipedia

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Fast Facts (All statistics from 2007):

Land Area (Units: sq km): 10,108

Population (’ 000s): 8,225

Households (’ 000s): 2,070

Gross Domestic Product (Units: RMB billion): 147

Source: China Statistical Year Book 2007; Xi’An Statistical Year Book 2007

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

Liquid Milk: 12.1%

Cooking Oil: 12.0%

White Wine: 8.6%

Nonalcoholic Beverages: 7.2%

Yogurt: 6.2%

Skin Care: 6.0%

Powder Milk/Powder Soymilk: 4.9%

Beer: 4.0%

Solid Drink: 3.8%

Paper Tissue: 3.3%

Source: TNS Worldpanel China

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

Jiangzhong (Medicine/Health Care): 348.5

Olay (Skin Care): 233.3

Gaizhonggai (Tonic/Vitamin): 187.2

Hutong (Medicine/Health Care): 172.6

Bishengyuan (Medicinal Tea/Health Care): 165.4

Source: CTR Market Research – Media Intelligence

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

China Telecom (Communication Equipment & Service): 8.7

China Mobile (Communication Equipment & Service): 3.3

China Unicom (Communication Equipment & Service): 2.2

Kingfa (Investment Group): 1.9

Beijing Hyundai (Automobile): 1.8

Source: CTR Market Research – Media Intelligence

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

Gome (Electrical Appliance Retailer): 19.1

Suning (Electrical Appliance Retailer): 15.6

China Mobile (Communication Equipment & Service): 13.0

Kaiyuan (Department Store/Retailer): 8.5

China Unicom (Communication Equipment & Service): 6.9

Source: CTR Market Research – Media Intelligence

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

Maybelline (Skin Care/Cosmetic): 4.1

Shiseido Urara (Skin Care/Cosmetic): 3.0

Loreal (Skin Care/Cosmetic): 2.2

Mentholatum (Health Care): 2.0

Chinfie (Skin Care/Cosmetic): 1.7

Source: CTR Market Research – Media Intelligence

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

Kangshifu (Food/Instant Noodles): 18.6

Lenovo (Computer Product): 6.5

Xifeng (Restaurant): 5.2

China Citic Bank (Banking Service): 4.6

Samsung (Electrical Appliance): 4.3

Source: CTR Market Research – Media Intelligence

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

Chinese Business View (45.0%): 1,145,454

Xi’an Evening News (17.4%): 443,133

Sanqindushibao (8.7%): 220,848

Titan Weekly (5.0%): 127,664

Cankaoxiaoxi (4.5%): 113,991

Source: CTR Market Research – CNRS

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2006 TOP 5 Websites by Monthly Reach Ranking:

www.baidu.com (32.3%): 821,093

www.sohu.com.cn/www.sohu.com (28.6%): 728,840

www.sina.com.cn/www.sina.com (22.7%): 578,696

cn.yahoo.com (17.9%): 456,042

www.xaonline.com (14.3%): 363,401

Source: CTR Market Research – CNRS

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2006 TOP 5 Outdoor Ad Format by Monthly Reach Ranking:

Bus Body Ads (59.0%): 1,308,402

Signpost (51.2%): 1,137,142

Bus Station Ads (44.4%): 986,079

Lightbox (43.6%): 968,325

Outdoor Wall (41.4%): 919,130

Source: CTR Market Research – CNRS