Goodbye Publisher,
Hello Publisher
Brand Marketing Division / Direct Marketing Team / General Manager
Chie Ogura
©2016 SHUEISHA INC, 1
©2016 SHUEISHA INC, 2
fashion magazine comics books
©2016 SHUEISHA INC, 3
1.2 billion US$
The largest publisher in
Japan for 7 years
©2016 SHUEISHA INC, 4
annual sales
55 million US$
registered members
750,000.
Brand Marketing Division
©2016 SHUEISHA INC, 5
ADVERTISING Sales trends
of 5 mainstream medias in Japan
Web
Magazine
Newspaper
Radio
TV
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
©2016 SHUEISHA INC, 6
No.1 retail website run by a publishing company in Japan
©2016 SHUEISHA INC, 7
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
55 MILLION!
FLAG SHOP SALES TRENDS (2006~2016)
60 MILLION
45 MILLION
30 MILLION
15 MILLION
0
©2016 SHUEISHA INC, 8
©2016 SHUEISHA INC, 9
Goodbye Publisher,
Hello Publisher
©2016 SHUEISHA INC, 10
Goodbye Publisher,
Hello Publisher
©2016 SHUEISHA INC, 11
LOW RISK LOW RETURN
Online retailing is not a traditional business
for a publisher.
Outsourcing to a third party
©2016 SHUEISHA INC, 12
Online retailing is not a traditional business
for a publisher.
HIGH RISK LOW RETURN
Outsourcing to a third party
©2016 SHUEISHA INC, 13
HIGH RISK HIGH RETURN
To own and run online retailing
by ourselves
©2016 SHUEISHA INC, 14
Publishers do not have a resource
of specialists
who can run an online retailing
©2016 SHUEISHA INC, 15
56
©2016 SHUEISHA INC, 16
5
56
©2016 SHUEISHA INC, 17
MD Marketing Engineering
Online business needs
specialists
Product
Planning Fulfillment
©2016 SHUEISHA INC, 18
Publishers do not have
their own online retailing system
©2016 SHUEISHA INC, 19
System of publishing
Online retailing
©2016 SHUEISHA INC, 20
A versatile system for online business.
3 million US$ investment for 6 years
relatively much less
©2016 SHUEISHA INC, 21
The culture of publisher is to venture to
create contents of 100% accuracy.
©2016 SHUEISHA INC, 22
100%
Degree of perfection
Cost
50%
Print Web
System renewal
Mobile friendly
Marketing automation
©2016 SHUEISHA INC, 23
COST
©2016 SHUEISHA INC, 24
©2016 SHUEISHA INC, 25
Sales trend of flag shop
Total
Mobile
©2016 SHUEISHA INC, 26
MOBILE
©2016 SHUEISHA INC, 27
A publisher is a mainstream
media company.
©2016 SHUEISHA INC, 28
Mainstream media
CONTENTS
©2016 SHUEISHA INC, 29
personalized
CONTENTS
©2016 SHUEISHA INC, 30
Deliver a content in a ‘One to One’ way.
Behavior data
Buying data
Marketing automation
©2016 SHUEISHA INC, 31
The rate of new visitors’
registration
50%UP!
Only for a new visitor
©2016 SHUEISHA INC, 32
ONE to ONE
©2016 SHUEISHA INC, 33
To invest a good deal of money and time
was taken granted
©2016 SHUEISHA INC, 34
Today’s ‘Most Purchased’ ranking
LATEST INFOMATION
New arrivals
©2016 SHUEISHA INC, 35
AUTOMATIC
©2016 SHUEISHA INC, 36
Publishers didn’t appreciate
data analysis in the past.
©2016 SHUEISHA INC, 37
VISITS PURCHASE
RATE
UNIT
PURCHACE
PRICE
Sales of online retailing
©2016 SHUEISHA INC, 38
To know your customers
©2016 SHUEISHA INC, 39
MARKETING
©2016 SHUEISHA INC, 40
Publishers didn’t know
what is a successful clothing company.
©2016 SHUEISHA INC, 41
Developed good partnerships and
trust with business divisions
of clothing companies for 9 years
200,000 items as stock.
©2016 SHUEISHA INC, 42
M OBILE MARKETING
O NE TO ONE
C OST
A UTOMATIC
©2016 SHUEISHA INC, 43
M OBILE MARKETING
O NE TO ONE
C OST
A UTOMATIC
©2016 SHUEISHA INC, 44
Goodbye Publisher,
Hello Publisher
©2016 SHUEISHA INC, 45
6% 20%
Clothing companies’ sales
from mail-order service
Japan US & Europe ©2016 SHUEISHA INC, 46
CREDIBLE
FLAG SHOP
26.2%
18.2%
14.5%
B A ©2016 SHUEISHA INC, 47
CREDIBILITY
©2016 SHUEISHA INC, 48
Supported by
many loyal magazine readers
©2016 SHUEISHA INC, 49
Loyal
magazine readers
Loyal customers
©2016 SHUEISHA INC, 50
FLAG SHOP COMPETITOR
140US$ 40US$
50% 20% NET PRICE
PURCHASE DURING
SALES PERIOD
UNIT PURCHASE
PRICE
©2016 SHUEISHA INC, 51
AUDIENCE
©2016 SHUEISHA INC, 52
Take advantages
from our magazine contents in
4 ways
©2016 SHUEISHA INC, 53
1. Quality of photographs
©2016 SHUEISHA INC, 54
2. Selling products from tie-up ad pages
©2016 SHUEISHA INC, 55
3. To use regular editorial pages
©2016 SHUEISHA INC, 56
2.HOW?
FLAG SHOP EDITORIAL PAGES
©2016 SHUEISHA INC, 57
4. Re-packaged contents
©2016 SHUEISHA INC, 58
SALES
4 million
CIRCULATION
100,000
©2016 SHUEISHA INC, 59
MAGAZINE
©2016 SHUEISHA INC, 60
Original products
Publishers’
traditional network
©2016 SHUEISHA INC, 61
ORIGINAL
©2016 SHUEISHA INC, 62
M AGIZINE
O RIGINAL
A UDIENCE
C REDIBLITY
©2016 SHUEISHA INC, 63
M AGIZINE
O RIGINAL
A UDIENCE
C REDIBLITY
©2016 SHUEISHA INC, 64
MAKE THE BEST OF BIGDATA
B
PUBLISHER
B
SALES AGENCY
C
CUSTOMER
to to to
to
BOOKSTORE
B
C
CUSTOMER
B
PUBLISHER ©2016 SHUEISHA INC, 65
TOGETHER
©2016 SHUEISHA INC, 66
KEY OF SUCCESS ON THE WEB PUBLESHRES competitiveness
M OBILE MARKETING
O NE TO ONE
C OST
A UTOMATIC
M AGIZINE
O RIGINAL
C REDIBLITY
A UDIENCE
MOCA
©2016 SHUEISHA INC, 67
Thank you [email protected]
©2016 SHUEISHA INC, 68