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1、TAG Heuer 2016 Q4 vs. 2015 Q4 Comparison ReportUpdated on January 5th, 2017 Content2016 PR HighlightsMedia Results OverviewPR Retainer Performance and AnalysisPR Project Performance and AnalysisDMR AnalysisBest Clipping 3 PR Highlights of 2016 Q4A total amount of 758 media clippings in print, online

2、 and TV has been generated in 2016 Q4, with total ADV reached to RMB 25,534,999 . Successfully planned and executed 4 media events , XX interviews and 12 press release; Fully leveraged the cooperation of TAG Heuer and CSL, TAG Heuer and CNSA to deliver localization message and impress China market;

3、.Fully utilized brand ambassadors to maximize the media buzz for TAG Heuer, especially Li Yifeng, has e a symbol of brand choosing the right ambassador and helped brand reach more target audience. Successfully developed and maintained a good relationship with Sports media especially on football sect

4、ion. 4Media Result - OverviewOverviewA total amount of 758 clippings and RMB 25,534,999 AD value have been generated in 2016 Q4. (including 166 new media), in which 14 media value comes from projects.Online media shows a much better performance compared with other media channels. ItemPrint MediaOnli

5、ne MediaTV & Video SharingClipping Number 64 507 21 AD Value 8,100,120 13,913,433 18,834,132 Notice: online media including online portals, media Weibo, Wechat, APP(Toutiao),etc. 5Media Result - Retainer vs ProjectRetainer vs ProjectIn 2016 Q4, the overall clipping number of retainer and projects ar

6、e basically at the same level, although projects has won 2.58 times PR value than retainer overall. Main reason is print and TV/Video share a big part of projects media value which is very few for retainer.ItemRetainerProjectClipping Number495263AD Value7,959,985 17,575,014 Media Result - Comparison

7、ComparisonCompared to 2015 Q4, the 2016 Q4 media result increased in clipping number , but decreased in media value:Clipping number increased by 0.3 %ADV decreased by 14%ItemClipping NumberADV20152016758 25,534,999 Media Result - ComparisonComparison - Online MediaTAG Heuer PR team has long started

8、working closely with them, especially in 2016 Q4, we have strengthened the in-depth online communication in major grand events and farm trips. Compared with 2015 Q4:Clipping number increased by XX%ADV increased by XX%ItemClipping NumberADV20152016507 25,534,999 Comparison - TV & Video Media2016 Q4 h

9、as received a balanced TV & Video performance compared with 2015 Q4. It mostly because of the massive voice of XXX. Compared with 2015: Clipping number increased by 21% Media value decreased by 6% ItemClipping NumberADV2015201621 18,834,132Comparison - Print Media Compared with 2015 Q4:Clipping numb

10、er decreased by XX%ADV decreased by XX%ItemClipping NumberADV2015201664 8,100,120 Media Result - ComparisonWhy? Overall, the print ADV has decreased 1% in 2016 compared with 2015.The shrink of watch editorial space, esp. publications from DMR, the space has decreased 528 pages and account for a 14 %

11、 decline rate, updated by Oct. 2016. Part of 2nd cities publications has shifted from their report content from print to digital platformsClosed Publications and Editorial space. Hublot has less in-depth coverages from project, due to the less national scale events , clipping numbers of Print has de

12、clined 22%, and value decreased by 37%. (But with the outstanding of online, video and TV, the total project No. clipping rises 10% with a decline of 10% in value.) Item2016 Q42015 Q4Compared with 2015Out-of-Beijing & Shanghai Events2 Invited media139OOT mediaJCB & CEO opportunitiesInterviewMedia Re

13、sult - Interview2016 InterviewsManagementAmbassador OthersJean-Claude BiverLeo PoonLoic BiverLi YifengG.E.M.XXXPrintOnline TV/VideoSub-TotalTotal0We have delivered XX media interviews in 2016 Q4.Jean-Claude Biver only offers Hublot Basel and Swiss Polo interview chances this year.CEO came to Beijing

14、 to have 4 local media interview this year. Pitch Beijing and Shanghai media interview repeatedly for Lang Lang and Chen Man. In 2015 Q4, there were totally XX interviews conducted. The national events hold in Guangzhou, Shenyang and Chengdu, attract more local medias interests in the interview with

15、 Brand Executives. Two ambassadors announcement also drives in-depth interviews.Type Year2016 Q42015 Q4Print64Online 507TV/Video21TotalInterviewRetainer Analysis11Media Result - RetainerRetainer - OverviewA total amount of 495 clippings with RMB 7,959,985 AD value has been generated.Timely responded

16、 XX media requests, including: XXX editorial pitching and XX photo shooting. Total XX press releases have been distributed in 2016 Q4 mainly focused on seasonal releases, new partnership, global events, new product etc.ItemEditorial & ShootingPress ReleaseClipping NumberMedia ValueMedia Result - Ret

17、ainerKey Product - AnalysisTop 10 ProductsNo.Product nameClippingADV12345678910Product in the seasonal greetings is more likely to get higher media voice.New product launched along the events can generate more media exposure.Product with distinguished design from Basel will win good exposures. Press

18、 release - AnalysisPress Release Ranking 1Monza x GPHG1692TAG Heuer x Ali723TAG Heuer x Guardian464Mikrograph4252016 Christmas watch396Premier League Special Edition377TAG Heuer xAlec Monopoly288UCI Road World Championships229TAG Heuer x C.Ronaldo18In 2016 Q4, the top 3 press releases focus on the t

19、opic of Monza GPHG, TAG Heuer x Ali and TAG Heuer x Guardian;Press release matches with media editorials and tight follow up could generate more clippings and value;Press releases coupling with worldwide/local big news such as European cup and AFC could also attract local medias attention; Internati

20、onal press releases are normally harder to publish by Chinese mainstream media unless either the watch or the event can match with current editorial.7Editorial - Analysis8Watch Media：Editorial topics focus on sports , co-branding or hot topics could generally gain larger exposure. Such as GPHG, coop

21、eration with music etc. Editorial topics focus on professional function/sections are hard to pitch big reports, such as 复杂机芯，复杂工艺，特殊材质，女表（缺乏色彩和镶嵌） etc. Highly supported media: Time Square, TrendsTime, IT TimeFashion & Lifestyle Media：Due to the editorials nature of fashion magazines, TAG Heuer shows

22、 a better competitive strength on colors, sports, hot topics and cooperation etc.Highly support media: GQ, Esquire, Madame Figaro , ELLE, U+ Weekly, FHM, ComfortsPhoto shooting - Analysis9In 2016, photo shooting we have matched are mainly focused on sports , bright colors, and simple outline. Editor

23、 created features with hot topics will have high exposure, such as Olympics, European Cup, Seasonal topics, GPHG etc.Shooting with celebrities is also an important part of photo shooting. TAG Heuer has been participated in shooting with Yuan Hong, Duan Yihong, Chen Long in 2016.Highly supported medi

24、a: GQ, Esquire, Leon and MilkProject Analysis10Media Result - ProjectProject - OverviewA total amount of 263 clippings with RMB 17,575,014 AD value have been generated in all 2016 Q4 projects.ItemMusicMovieMarsMedia Project 121Clipping Number5978126AD Value2,321,575 825,000 14,428,439In 2016 Q4, we

25、have organized 4 projects, mainly focused on sports, including football, Ski, Auto, basketball and running. Among all projects, the cooperation with CSL and CNSA have left media a very good and strong impression.2 CSL and 1 CNSA related projects also gained the top 3 media value overall .*As of Dec

26、21th, CSL Official Referee Board and Mars events are still accumulating. Event result Overview 补全11No.EventLocationMedia invitedClippingsAD Value (RMB)Q41Li Yifeng MarsTianjin4712614,428,4392OneRepublic Press conferenceShenzhen2359 2,321,575 3BJ movie media gatheringBeijing4078825,000 4SH movie medi

27、a gatheringShanghai29Different topic events comparison - OverallFootball related events have generated the most clippings among all events.Basel is still a very important part for overall clipping and PR value;Auto events have shown a very competitive PR value due to the contribution of TV channel U

28、ltimate on Monaco event.13Project Highlight Li Yifeng Mars Project - AnalysisIntroduction: On Sep.23rd 2016,at Beijing TAG Heuer together with Brand Ambassador Li Yifeng unveiled the new official referee board for Chinese Football Association Super League (Chinese Super League) with the Carrera chro

29、nograph exteriors at Beijing .Media Results: Total 126 clippings collected and RMB14,428,439 media value generated.Print NumbersPrint ValueOnline NumbersOnline ValueVideo & TV NumbersVideo & TV ValueTotal NumbersTotal value13747,080 67530,000 124,553,021 126 14,428,439 24Time Square2016-11Beijing Yo

30、uth Weekly 2016-11Famous Watch2016-12Best ClippingProject-Li Yingfeng x MarsProject Highlight OneRepublic Press conferenceProject - AnalysisIntroduction: Shenzhen, China 10 November, 2016 TAG Heuer announced an exciting new partnership with American GRAMMY-nominated band OneRepublicMedia Results: To

31、tal 59 clippings collected and RMB 2,321,575 media value generated.Print NumbersPrint ValueOnline NumbersOnline ValueVideo & TV NumbersVideo & TV ValueTotal NumbersTotal value7235,036 40357,811 61,668,728 592,321,5752523Best ClippingProject-OneRepublic Press conferenceCity Zine2016-12Life Style-Guan

32、gzhou2016-11MODERN 2016-12Project Highlight BJ&SH movie media gatheringProject - AnalysisIntroduction: On Dec.20 and 22nd 2016,TAG Heuer hold two movie media gatherings in Beijing and Shanghai respectively. Media Results: Total 78 clippings collected and RMB 825,000 media value generated.Print Numbe

33、rsPrint ValueOnline NumbersOnline ValueVideo & TV NumbersVideo & TV ValueTotal NumbersTotal value130,000 64605,000 0078825,0002425Best ClippingProject-BJ&SH movie media gathering 2016-12Beijing Youth Weekly 2016-12 2016-12Social Hot TopicSocial Hot Topic27To catch and work with the new trend on soci

34、al media, social hot topics is a very good way to gain more exposure online. In 2016, TAG Heuer have caught and followed up with 2 ultra-popular social hot topics and have shown a very competitive result on important social media.Ambassador Li Yifeng airport photo for departing to New York Fashion W

35、eekKorean TV series 28Social Hot TopicIn 2016, we pitched LYF Airport shooting in overall online and social mediaMadame Figaro 09-13Forward: 631 Comments: 178 Like: 815Sohu 09-12Forward: 2,135 Comments:1,625 Like: 13,314 29Social Hot TopicIn 2016, we pitched Korean TV series for both online and soci

36、al media. KOL- Gogoboi has introduced in his Wechat and Weibo, received more than 10W page viewsTAG Heuer Monaco，Carrera have high exposure. DMR Analysis31DMR - OverviewItemYearPageRankingValueRankingEditorial201574.82201,761,001182016123.77172,853,25916Advertising201516.521391,874262016535147,66135

37、The overall performance of TAG Heuer on the DMR in 2016 Jan-Oct is shows a very comparative result compared to 2015, especially after August.Pages ranking increased from No.20 to No.17, with a total page increasing 48.95P, about 65.4% compared with 2015.Media Values ranking increased from No.18 to No.16 with RMB1,092,258, about 62.02% 32 Highlights： The ranking of Esquire , Modern Lady have remarkable