Brands Can Now Reach Chinese Readers on Flipboard

Business Blog / May 3, 2016

A man holds a sign advertising a restaurant on a street in Macau, China, on Tuesday, Dec. 1, 2015. Macau's casino revenue fell for the 18th straight month in November, as China's moves to curb illicit money flows from the mainland deterred the high-stakes players who rely on junket promoters for betting loans. Photographer: David Paul Morris/Bloomberg via Getty Images

Photographer: David Paul Morris/Bloomberg via Getty Images

For the first time, we’re offering advertisers the opportunity to extend ad campaigns into China. Many international brands are building a name for themselves in this emerging market and want to engage Chinese audiences.

Flipboard has been developing its product and audience in China for five years. China is the first country outside the United States where we launched Flipboard. From the get-go, we wanted to create a product ‘built by Chinese for Chinese’ with local media partners. Today, we have a dedicated, growing team in our Beijing office that develops a localized edition of Flipboard for our millions of Chinese readers. The most populous country in the world ranks number 2 just behind the U.S.in terms of Flipboard audience size.

According to a report by Bain and Co. there are over one million millionaires in China and CNBC reports there are more billionaires there than the U.S. Moreover, there is a fast-growing middle class that is curious, ambitious and extremely aspirational. Historically it has been a difficult market to reach due to the emphasis on domestic media consumption, but Flipboard is popular among these audiences as a source for international events and lifestyle news, as well as for its beautiful, clutter-free design.

This emergence of China’s middle class has fueled rapid revenue growth in many product categories, according to a Boston Consulting Group report published by the World Economic Forum. The study shows the consumption of luxury goods, wine, automobiles and overseas travel increases sharply as consumers enter the upper middle class. In fact, China Daily recently reported that more than 60 percent of Chinese consumers bought luxury products, including handbags, cosmetics and mobile gadgets — spending $116.8 billion on such goods.

Pedestrians walk past a billboard advertisement for luxury brand Gucci, a unit of Kering SA, in Macau, China, on Tuesday, Dec. 1, 2015. Macau's casino revenue fell for the 18th straight month in November, as China's moves to curb illicit money flows from the mainland deterred the high-stakes players who rely on junket promoters for betting loans. Photographer: David Paul Morris/Bloomberg via Getty Images

Photographer: David Paul Morris/Bloomberg via Getty Images

China is a massive market for luxury brand advertising. Travel, automotive, technology, jewelry and luxury fashion are some of the most popular brand categories on Flipboard. When you flip through Flipboard, you may come across ads from Rolex, Korean Air, Cartier, Louis Vuitton, Van Cleef & Arpels, Samsung, Apple and Lexus. We’re excited that we can bring this valuable opportunity to our existing luxury brand partners so that they and other brands can expand their campaigns on Flipboard China’s mobile app.  

~ChristianC is currently curating I-T-A-L-I-A