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 ogura@shueisha.co.jp

©2016 SHUEISHA INC, 68