20150728 mint edition investor proposal [digital ver]

mint-edition.com1

Social life

The Big fiSh food

Show BringS you

gaSTronomic TreaTS

To SuiT all BudgeTS社

交与活动：大鱼美食推荐不同预

算的美味体验

deSTinaTion

caTch The The laTe

Summer Sun wiTh a

Trip To The BeauTiful

counTy of cornwall

康沃尔之旅，

抓住夏日最后一抹阳光

LUXURY LIFE & STYLE MAGAZINE

英国时尚生活专刊

MINT

EDITION

faShion & BeauTy

geT your wardroBe ready

for auTumn wiTh SelfridgeS

exchange Square mancheSTer

探索曼彻斯特SelfridgeS交易广场店，

为你的金秋衣橱置换当季最时髦的新装。

diScover The STory Behind 120

yearS of claSSic BriTiSh STyle

royal warranT Brand

探索120年历史的英国经典品牌daKS

FEATURES

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XU

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LIF

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20

14

UK

ED

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The aaron KwoK

inTerview

Big Fish meets the Asian superstar to talk about his

stellar career, performing in the UK, and whether

he now has his sights set on the bright lights of

Hollywood

郭富城：天王驾到，只“享”为你载歌载舞

亚洲天王郭富城与大鱼敞开心扉，畅谈了他对事业领悟，对英国演

唱会的期许及对进军好莱坞的计划。

UK

EDITION

AUTUMN

2014

Mint Edition invEstor ProPosal

MINT EDITION

ABOUT MINT EDITIONMint Edition magazine is dedicated to showcasing the very best in fashion, beauty and lifestyle experiences on offer in the UK to globally affluent Chinese consumers who aren’t just visiting the UK, but those who are also living in the UK whether it be for work or study. Published quarterly, it is available through direct mail, digital download and placement throughout the UK in hotels, corporates and commercial venues, as wells as on board UK bound flights from China. As such Mint Edition isn’t just perfectly positioned to reach affluent Chinese consumers, but is actually read by such individuals as evidenced by the high level of readership engagement on social media, high attendance at reader events and BPA Worldwide validated readership profile.

Mint Edition has become a recognised and trusted editorial space, not just for luxury brands but also for the very top ranks of Chinese celebrities, with the likes of Yang Mi, Li Bing Bing and Aaron Kwok already appearing on our cover. We have recently signed an exclusivity agreement in China that gives us the rights to promoting many more celebrities through the publication and as brand ambassadors.


MINT EDITION

OUR READERSAffluent Chinese Consumers are a demographic profile that is notoriously difficult to identify outside of China, and even more difficult to engage with regardless of media type. However, Mint Edition does this and more through a combination of targeted distribution that understands our target readers’ movements and interconnecting print distribution with appropriate digital social media platforms and offline reader events. Our 2015 readership survey show the evidence ofthis, and third party validation by BPA Worldwide provides reassurance of its authenticity.

MINT EDITION


READERSHIP AGE GROUPS

24% MalE76% FEMalE60%

30%

6%4%

<24yrs 25-34yrs 35-44yrs >45yrs

MINT EDITION


READERSHIP NATIONALITY

56% UK visitors44% UK rEsidEnts

Mainland CHinEsE

GrEatEr CHina (Hong Kong, taiwan, Macau)

ovErsEas CHinEsE & otHEr

90%

5%5%

MINT EDITION


READERSHIP HOUSEHOLD INCOME

85% PLAN TO EITHER MAINTAIN OR INCREASE THEIR CURRENT LEVEL OF LUXURY SPENDING

<£50kpa

£50kpa-£100kpa

£100-£500kpa

£500kpa-£1mpa

>£1mpa

40%

31%

22%

4%3%

MINT EDITION


READERSHIP FREQUENCY

98% of readers report that they will continue reading Mint Edition

47%

26%

27%

nEW rEadErs (First issue read)

EXistinG rEadEr (second issue read)

rEGUlar rEadErs (>2 issues read) MINT EDITION


THE OPPORTUNITY (AND OUR PLAN TO GRASP IT!!)

Europe and America lack an omnichannel media platform for the increasing numbers of affluent international Chinese travellers and consumers. Affluent and HNW free independent Chinese travellers arrive in the UK, Europe and US in increasing numbers as either educational tourists or traditional tourists. However, no media brand has established itself as the market leader for engaging with this demographic. Existing platforms are limited to English only publications and Chinese publications that are simply translated from English. All of which fails to address the specific needs and preferences of Mainland Chinese travellers. As these free independent traveller groups grow to surpass the group traveller, they are becoming more fragmented for marketeers. Aggregating this consumer onto a single multiplatform media brand will simplify and maximize both paid for brand engagement and paid for consumer products.

KEY POINTS● Chinese language media platforms such a Vogue and Marie Claire are only successful in China with little to no crossover in the West. They are also still seen as foreign media platforms.

● Western platforms are only successful in the west and to westerners, although a number are testing infrequent Chinese language supplements (Independent and FT)

OUR PLAN TO GRASP THE OPPORTUNITY

To create the fist omnichannel platform for the internationally mobile Chinese traveller/consumer by leveraging the success and market reputation of the Mint Edition brand as the no.1 media platform for the Chinese travelling outside of China. Starting in the UK and Europe, with further international expansion opportunities, and further product developent aimed at maximising B2C revenue.

MARKET SCOPE HEADLINES

China outbound travellers spent a total amount of $128.7 billion during their trips overseas in 2013, an increase of 26.8% YoY according to the WTCF report. 98.19 millon person trips were undertaken with 33% of these trips to Europe (23%)and America (10%) for the primary purpose of shopping (44%) of travellers surveyed).

MINT EDITION


MARKETING OF SERVICES

CLIENT WORD OF MOUTH

This is our best strategy and what the current business growth has been based on. The retail industry is very small, with marketing personnel moving from one business to another relatively frequently. The importance of word of mouth is the key marketing strategy for business growth Digital PPC Campaigns - PPC Campaigns provide us with the mean to drive potential consumers to the business via online searches.

E-MARKETING CAMPAIGNS

These monthly campaigns will provide us with the means to upsell to current clients and to engage with cold leads. This method is an informational approach, providing clients with insider access and knowledge of the market, changing trends and consumer profile.

ATTENDANCE AT INDUSTRY

EVENTS

Our sales force will attend regular consumer events in order to market the company indirectly and to establish new leads.

AFFLILATIONS & PARTNERSHIPS

Through our affiliation and partnerships with non-competing brands such as GB Tax Free we are able to raise our brand profile and perception of size.

DIGITAL & SOCIAL MEDIA

CAMPAIGNS

Once we launch our client facing digital products we will utilise the skills of our in-house digital team to run a digital sign up campaign with digital ad display to the 200,000 Chinese living in the UK and utilising our 9 million audience reach via Key Opinion Leaders

POSITIONING

The business has spent the last 3 years building a strong and consistent market reputation with the aim of developing a well known and reputable brand to business and consumers with the Mint Edition product.The next 2-3 years is to focus on leveraging this reputation to drive stronger sales revenue both B2B and B2C

MINT EDITION


REVENUE GENERATION

OUR CONSUMERS

1. Business Customers - Consumer Brands/Organisations2. Chinese Tourists, Young Affluents and Young Professionals and Business Travellers

UK, European and US Businesses are eager to access the growing numbers of Chinese travellers to the West for Education, Tourism and Business. These trips are worth combined over £330 Billion pound to these 3 markets combined with a total number of up to 3 million travelers and students combined. The UK Currently accounts for the smallest proportion with 250,000 Chinese Travelers visiting this year alone and over 100,000 Chinese students currently in education here with a combined market value of 2.7 Billion. France as a European destination with 1.4 million Chinese visitor per year and 50,000 Students, quickly followed by the US with 1.8 million visitors per annum 194,029 students. These statistics are intended to rise in each demographic region as governments push for Chinese consumers across the board and as the Chinese middle classes increase and become more consumerist in nature. Spending abroad is also increased by the nature of taxes in China which pushes luxury consumer spending abroad.

MARKET NEEDS

Our business strategy meets the current needs to the brand for a through the line service which bridges the gap between the brand and the Chinese consumer, via digital and social media, advertising spend, PR and media engagement etc. From the perspective of a Chinese consumer we provide an information platform for for living in and and visiting Europe based around experiences, offers and events.

MINT EDITION


REVENUE PROJECTIONS

FY 2016 FY 2017 FY 2018

£129,000 £260,000 £540,000

£158,000 £200,000 £300,000

£14,500 £30,000 £50,000

£35,500 £52,000 £85,000

£37,000 £52,000 £80,000

£26,000 £149,400 £398,400

£2,200 £50,000 £120,000

£402,200 £793,400 £1,573,400

Mint Edition Magazine (Incl France)

General Consultancy

Press PR & Media Engagement

Social & Digital Media

Events

Digital Consumer Product

Sales Commissions

TOTAL REVENUE

MINT EDITION


THE MANAGEMENT TEAM

NADEzHDA ROBINSONStrategic business driver for Wei Consulting, having managed budgets over over 1 million in her earlier role as a Government Consultant Manager. Her role in singlehandedly establishing EastSong Consulting in the UK over 5 year ago has give her established leads and trust within both the Chinese business community and with Western brands. She now identifies areas for business expansion and growth opportunities building relationships to grow the business.

MAxWELL HIGGSOperations expert, Maxwell provides strategic direction for Mint Edition as a product within the Wei Consulting brand. His background in film and the fashion industry as well as his project management experience has seen Mint Edition grow in both quality and readership. Maxwell will oversee the development into B2C revenue streams for the Mint Edition brand.

STEVEN BYWATERSteven joined the team over 5 months ago as the Commercial Director bringing his experience of building the Chinese state owned newspaper China Daily as an Wei-UK Consulting Ltd 6 advertising profitable medium. He is a marketing and publishing professional with a focus on the Chinese and Luxury markets. He has over 8 years total work experience, 2.5 years agency side public relations and advertising experience, 1.5 years in-house clientside marketing experience and 4 years in-house media marketing and publishing experience with a Chinese SOE.

CECILIA YANCecilia is a Chinese media professional with over 10 years experience as a journalist in China and the UK. Cecilia has built the WEI Consulting brand as the Head of Social and Digital Media delivering successful digital and social media campaigns for luxury brands such as Vertu and Coach as well as growing the Mint Edition following and will be an essential part of the team to market theMint Edition B2C products. Cecila has also utilised her celebrity contacts to change the direction of Mint Edition securing cover features of Chinese top celebrities visiting the UK, such as Aaron Kwok and Yang Mi.

MINT EDITION
