Phoenix Chinese Channel China Business Executives Survey 2014 in 8 cities.

Phoenix Chinese Channel

China Business Executives Survey 2014in 8 cities

CBES - Methodology

• China Business Executives Survey (CBES)• Conducted by CVSC-TNS Research Co. Ltd. (CTR)• Face-to-face interview• 8 cities – Beijing, Shanghai, Guangzhou,

Shenzhen, Hangzhou, Dalian, Wuhan and Chengdu

• Target audience – Middle and top management of enterprises.

• Samples represent a population of 1,240,930 business executives nationwide.

CBES Scope – Corporate Executives

Corporate Executives with the company of 50 employees from 24 industries, including: banking and financial institutions, insurance companies, business schools, Fortune 500 companies in China, international audit and law firms, and hotels. •CEO/ GM/ MD/ President/ Chairperson (or equivalent)•Deputy GM/ VP (or equivalent)•Head of Finance/ Accounting•Head of Domestic Marketing/ Sales/ Advertising•Head of International Marketing/ Sales/ Operations•Head of Production/ Operations/ R&D•Head of IT•Owners or Partners

Phoenix Chinese is No.3 nationwide channels amongst Business Executives

33.0

28.7

25.022.8

21.5 21.0 20.9

17.0

14.7 14.412.8 12.7 12.6 12.3

37.2

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TV-1

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TV-1

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TV-2

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TV-6

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TV-4

% watched yesterday

Source: CTR CBES 2014; National/ satellite channels watched yesterday.Business executives in 8 cities in China (1,240,930)

40.8

36.1

30.8

26.4 25.7 25.022.5

20.918.8 18.6 18.5

16.614.6

13.1 13.1

47.3

Phoeni

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Phoenix Chinese is No.1 nationwide channels amongst Affluent Business Executives

% watched yesterday

Source: CTR CBES 2014; National/ satellite channels watched yesterday.Business executives with annual household income RMB 700,000+ in 8 cities in China (102,037)

Phoenix Chinese is No.3 nationwide channels amongst General Manager/ President/ CEO/

Director

11.413.913.914.314.515.115.516.3

19.0

24.124.627.1

31.2

36.1

41.1

CC

TV-1

CC

TV-1

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Phoenix

Chin

ese

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Phoenix

Info

New

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Phoenix

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ese

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TV-2

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TV-4

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TV-6

% watched yesterday

Source: CTR CBES 2014; National/ satellite channels watched yesterday.Business executives who are general manager/ president/ CEO/ direct, in 8 cities in China (504,548)

Phoenix Chinese is No.1 oversea regional channel amongst Affluent Business Executives

8.9

8.3

6.6

5.6

5.2

5.1

5.0

5.0

4.6

4.3

3.9

2.9

2.4

1.8

1.4

3.6

13.9

16.130.0

49.155.6

3.7

3.8

Phoenix Chinese or Phoenix InfoNews

Phoenix Chinese

Phoenix InfoNews

Xing Kong Wei Shi

Phoenix Movies

China Entertainment TV

Discovery

TVB8

STAR Sports

CNN

BBC

ESPN

MTV

TVB Xinghe

Channel [V]

Sun Satellite

Disney

CNBC

Bloomberg

Cartoon Network

STAR World

MASTV

FOX

% watched in past 7 days

Source: CTR CBES 2014; Regional channels watched in past 7 days.Business executives with annual household income RMB 700K+ in 8 cities in China (102,037)

Phoenix Chinese is No.1 oversea regional channel amongst General Manager/ President/ CEO/

Director

5.8

2.6

1.9

1.9

1.6

1.6

1.5

1.4

1.2

1.1

1.1

0.9

0.5

0.2

0.9

1.0

1.0

38.9

35.2

17.0

10.3

6.7

1.0

Phoenix Chinese or Phoenix InfoNews

Phoenix Chinese

Phoenix InfoNews

Xing Kong Wei Shi

Phoenix Movies

China Entertainment TV

Discovery

CNN

MTV

TVB8

ESPN

Sun Satellite

STAR Sports

Bloomberg

CNBC

BBC

TVB Xinghe

Disney

Channel [V]

STAR World

Cartoon Network

MASTV

FOX

% watched in past 7 days

Source: CTR CBES 2014; Regional channels watched in past 7 days.Business executives who are general manager/ president/ CEO/ direct, in 8 cities in China (504,548)

Phoenix Chinese viewers are top management, affluent and decision makers

39.0

46.0

29.6

27.0

34.1

37.7

24.7

21.6

Legal Representatives/Shareholders/ Owners or

Partners

Decision makers ofcompany annual budget

RMB 1million+

Personal annual incomeRMB 300K+

Household annual incomeRMB 500K+ Phoenix Chinese viewers

CBES respondents

Profile %

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Chinese in past 7 days (411,911)

Phoenix Chinese viewers love drinking

65.5

41.8

30.9

24.0

10.2

54.8

34.4

20.3

16.0

7.7

Consumed Wine in past12 months

Consumed Chinese WhiteWine in past 12 months

Consumed Whisky in past12 months

Consumed Brandy in past12 months

Consumed Vodka in past12 months

Phoenix Chinese viewers

CBES respondents

Profile %


Phoenix Chinese viewers love digital products

88.9

47.6

89.3

20.9

56.2

22.2

84.5

37.8

90.3

14.4

53.9

16.2

Owned digital camera

Owned digital video camera

Owned laptop computer

Planned to buy laptopcomputer next 12 months

Owned Tablet PC

Planned to buy Tablet PCnext 12 months


CBES respondents

Profile%


Phoenix Chinese viewers are frequent flyers

83.3

59.8

70.5

75.3

46.1

63.9

Air travel in past 12 months

Business air trip in past 12months

Leisure air trip in past 12months


CBES respondents

Profile%


Phoenix Chinese viewers are more likely to stay with 4-star or above hotels

20.3

47.7

29.8

4.3

13.9

37.7

34.2

6.2

Five-star hotel

Four-star hotel

Three-star hotel

Lower than three-starhotel


CBES respondents

Profile%

Type of hotel usually stay with during business or leisure trips


Travel Destinations for the Next 12 Months46.7

32.9

27.0

21.0

19.7

17.1

16.3

14.8

10.9

9.1

45.4

25.0

22.3

17.1

14.5

11.8

13.1

9.8

7.7

8.4

Mainland China

Hong Kong/Macau

European Countries

SG/MAL/THAI/Indonesia/PHIL

Korea

Australia/New Zealand

Taiwan

Japan

North American Countries

Other Asian Countries


CBES respondents

Profile%


Phoenix Chinese viewers are more likely to take First or Business Classes on air travels

Class taken in most of the time on the plane

38.6

44.7

27.6

47.7

First / Business Class

Economy Class

Phoenix Chinese viewersCBES respondents

Profile%


Phoenix Chinese viewers are more likely to travel with packages or tour groups

How do you normally travel

42.6

40.8

37.3

29.8

2.8

36.3

35.2

31.4

22.1

3.6

Package Travel

Tour Groups

Self-driving Tours

Tours with Work Units

Others

Phoenix Chinese viewersCBES respondents

Profile%


Luxury watches potential buye more than half of luxury watch buyers watch Phoenix Chinese

0 5 10 15 20 25 30 35 40 45 50 55 60

Planning to buy a watchworth > RMB 10,000+

Planning to buy a watchworth > RMB 30,000+

Planning to buy luxurywatch*


Profile %Based on the potential

watch buyers

Source: CTR CBES 2014; Planning to buy luxury watch* (62,654); Planning to buy a watch worth > RMB10,000+ (93,752); Planning to buy a watch worth > RMB30,000+ (40,673)

*including any of the followings – Bvlgari, Piaget, Cartier , Longines , Rolex , Rado , Omega , IWC , Chopard , Audemars Piguet , Van Cleef & Arpels , Jaeger Le Coultre , Vacheron Constantin

Phoenix Chinese viewers make investment

39.7

39.6

18.2

16.8

13.6

13.2

8.8

8.6

8.4

8.2

6.1

4.1

4.0

31.9

29.8

10.7

9.3

9.1

6.4

7.1

6.3

6.5

6.7

3.4

2.0

2.0

Domestic A Stock

Funds

Insurance Investment

National Debts

Gold & Jewelry

Enterprise Bonds

Real Estate Investment

Enterprise/Company Shares

Collection

Domestic B Stock

Foreign Exchange

Domestic or Foreign Futures

Hong Kong and Other Foreign Stock


CBES respondents

%


Personal Investment Activities Done in past 12 months

Phoenix Chinese viewers are more likely to own private cars at home

89.1

30.5

87.2

19.1

Own Private Car(s) athome

Intend to buy Car(s) athome in next 12

months


CBES respondents

Profile %


Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)CBES respondents who Own imported cars at home (234,054); who intend to buy cars in next 12 months (236,597); who intend to buy imported cars (97,792); who intend to buy RMB300K+ cars (121,813)

more than 44% of imported private car owners watch Phoenix Chinese Channel

More than 53% of potential car buyers watch


55% of potential buyers who are planning to purchase imported cars watching


Nearly 60% of potential buyers who are planning to purchase RMB300K+ private cars watching Phoenix Chinese Channel

Phoenix Chinese viewers are more likely to attend postgraduate education

41.9

42.3

29.4

30.7

Currently AttendingPostgraduate Education*

Planning to AttendPostgraduate Education* in

Next Year


CBES respondents

Profile %

Source: CTR CBES 2014; Business Executives in 8 cities in China (1,240,930)Watched Phoenix Chinese in past 7 days (411,911)*Remarks: MBA/EMBA/ EDP/ MPA/ Professional Qualifications (e.g. CPA)/ Foreign Language Training/ Postgraduate Programme/ Others

Phoenix Chinese viewers lead a quality lifestyle

82.3

82.3

76.2

69.5

62.3

76.0

77.0

68.7

57.4

52.0

I chose high-tech productbecause it makes me

efficient

I like to keep up the trendof technologicaldevelopment.

It's worth paying extra forquality goods

I would like to spend moremoney on brand products

I'd like to buy foreignbrands even they're

expensive Phoenix Chinese viewers

CBES respondents

Agree / Strongly agree %


Phoenix Chinese Channel China Business Executives Survey 2014 in 8 cities.

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