goodbye publisher, hello publisher - amazon web...

Goodbye Publisher,

Hello Publisher

Brand Marketing Division / Direct Marketing Team / General Manager

Chie Ogura

©2016 SHUEISHA INC, 1

fashion magazine comics books


1.2 billion US$

The largest publisher in

Japan for 7 years


annual sales

55 million US$

registered members

750,000.

Brand Marketing Division


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


No.1 retail website run by a publishing company in Japan


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


Goodbye Publisher,

Hello Publisher


LOW RISK LOW RETURN

Online retailing is not a traditional business

for a publisher.

Outsourcing to a third party


Online retailing is not a traditional business

for a publisher.

HIGH RISK LOW RETURN

Outsourcing to a third party


HIGH RISK HIGH RETURN

To own and run online retailing

by ourselves


Publishers do not have a resource

of specialists

who can run an online retailing


56


5

56


MD Marketing Engineering

Online business needs

specialists

Product

Planning Fulfillment


Publishers do not have

their own online retailing system


System of publishing

Online retailing


A versatile system for online business.

3 million US$ investment for 6 years

relatively much less


The culture of publisher is to venture to

create contents of 100% accuracy.


100%

Degree of perfection

Cost

50%

Print Web

System renewal

Mobile friendly

Marketing automation


COST


Sales trend of flag shop

Total

Mobile


MOBILE


A publisher is a mainstream

media company.


Mainstream media

CONTENTS


personalized

CONTENTS


Deliver a content in a ‘One to One’ way.

Behavior data

Buying data

Marketing automation


The rate of new visitors’

registration

50％UP!

Only for a new visitor


ONE to ONE


To invest a good deal of money and time

was taken granted


Today’s ‘Most Purchased’ ranking

LATEST INFOMATION

New arrivals


AUTOMATIC


Publishers didn’t appreciate

data analysis in the past.


VISITS PURCHASE

RATE

UNIT

PURCHACE

PRICE

Sales of online retailing


To know your customers


MARKETING


Publishers didn’t know

what is a successful clothing company.


Developed good partnerships and

trust with business divisions

of clothing companies for 9 years

200,000 items as stock.


M OBILE MARKETING

O NE TO ONE

C OST

A UTOMATIC


Goodbye Publisher,

Hello Publisher


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


Supported by

many loyal magazine readers


Loyal

magazine readers

Loyal customers


FLAG SHOP COMPETITOR

140US$ 40US$

50% 20% NET PRICE

PURCHASE DURING

SALES PERIOD

UNIT PURCHASE

PRICE


AUDIENCE


Take advantages

from our magazine contents in

4 ways


1. Quality of photographs


2. Selling products from tie-up ad pages


3. To use regular editorial pages


2．HOW？

FLAG SHOP EDITORIAL PAGES


http://flagshop.jp/more/shop/pages/gmcts266.aspx

4. Re-packaged contents


SALES

4 million

CIRCULATION

100,000


MAGAZINE


Original products

Publishers’

traditional network


ORIGINAL


M AGIZINE

O RIGINAL

A UDIENCE

C REDIBLITY


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


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


Thank you [email protected]


goodbye publisher, hello publisher - amazon web...

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