Qingdao City Snapshot

Zhan Qiao Pier, Qingdao

Qingdao (Chinese: 青岛), best known in the West by its Postal map spelling Tsingtao, the character 青 (qīng) in Chinese means “green” or “lush,” while the character 岛 (dǎo) means “island.”

City Overview:

Qingdao is a sub-provincial city in eastern Shandong province. It borders Yantai to the northeast, Weifang to the west and Rizhao to the southwest. Lying across the Shandong Peninsula while looking out to the Yellow Sea, Qingdao today is a major seaport, naval base, and industrial center. It is also the site of the Tsingtao Brewery. Qingdao was recently named China’s 9th-most livable city by China Daily.

Economic Overview:

Internationally, Qingdao is perhaps best known for its Tsingtao Brewery, which German settlers founded in 1903, and which produces Tsingtao beer, now the most famous Chinese beer. It is also home to Haier, a large white goods manufacturer, and Hisense, a major electronics company. In 2002 guitar manufacturer Epiphone opened a factory at Qingdao.

In 1984 the Chinese government named a district of Qingdao a Special Economic and Technology Development Zone (SETDZ). Along with this district, the entire city had gone through amazing development of secondary and tertiary industries. As an important trading port in the province, Qingdao flourishes with foreign investment and international trade. South Korea and Japan in particular made extensive investment in the city.

In terms of primary industry, Qingdao has an estimated 50,000 acres (200 km²) of arable land. Qingdao has a zigzagging pattern coastline, and thus possesses an invaluable stock of fish, shrimp, and other sea resources. Qingdao is also home to a variety of mineral resources. Up to thirty different kinds have been mined. Qingdao’s wind power electricity generation performs at among the best levels in the region.

Source: Wikipedia

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Fast Facts (All statistics from 2007):

Land Area (Units: sq km): 10,654

Population (’ 000s): 8,249

Households (’ 000s): 2,433

Gross Domestic Product (Units: RMB billion): 321

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

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

Liquid Milk: 12.5%

Food Oil: 11.4%

Beer: 11.2%

Spirit: 7.8%

Yogurt: 6.5%

Solid Drink: 5.9%

Liquid Drink: 3.8%

Paper Tissue: 3.4%

Biscuits: 3.1%

Source: TNS Worldpanel China

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

Olay (Skin Care): 86.7%

Gaizhonggai (Tonic/Vitamin): 78.7%

Hutong (Medicine/Health Care): 69.9%

KFC (Fastfood & Takeaway): 53.7%

Crest (Toothpaste & Oral Hygiene): 36.0%

Source: CTR Market Research – Media Intelligence

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

Gome (Electrical Appliance Retailer): 24.5

Suning (Electrical Appliance Retailer): 7.9

Mykal (Department stores): 18.6

China Mobile (Communication Equipment & Service): 17.8

Tsingtao (Alcohol/Beer): 15.2

Source: CTR Market Research – Media Intelligence

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

Haier (Electrical Appliance): 7.8

Tsingtao (Alcohol/Beer): 6.2

China Mobile (Communication Equipment & Service): 5.8

China Netcom (Communication Equipment & Service): 4.8

China Unicom (Communication Equipment & Service): 4.1

Source: CTR Market Research – Media Intelligence

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

Banddaodushibao (63.8%): 1,184,629

Qingdao Morning News (19.9%): 369,625

Qingdao Evening News (14.4%): 267,892

Qingdao Radio & Television Guide (6.5%): 121,446

Qingdao Daily (5.0%): 93,443

Source: CTR Market Research – CNRS

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2006 TOP 5 Websites by Monthly Reach Ranking:

www.baidu.com (28.0%): 520,089

www.sina.com.cn/www.sina.com (21.9%): 406,958

www.sohu.com.cn/www.sohu.com (21.3%): 395,325

cn,yahoo,com (17.1%): 318,252

www.163.com (14.9%): 276,350

Source: CTR Market Research – CNRS

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2006 TOP 5 Outdoor Ad Format by Monthly Reach Ranking:

Bus Body Ads (50.3%): 427,103

Lampost Ads (42.2%): 358,428

Building LCD (41.3%): 351,201

Inside Bus Ads (37.7%): 320,439

Bus Station Ads (35.4%): 301,113

Source: CTR Market Research – CNRS