The first thing you should smell Xun Tian. They are demanding - and expensive. Dunhill London Eau de Parfum to be exact, which is obviously modern, feminine and chic. Rich, dark and surprisingly fruity, according to the statement. Up to 1,300 yuan Leather Shoes Red Wing, this man reeks of style.
But this is not always the case.
Three years ago, Tian was just a regular guy, a product from an ordinary family in the province of Jiangxi, happiness, and smart enough to graduate with a degree in management.
Very early on showed an interest in media, publishing a school newspaper before serving in traditional journalism. Then he took the break, many dreams, but take only a few.
At 26, currently editor of Esquire trend, a fashion bible for young people of the city. And it embodies everything it represents.
It is a symbol for a new generation, a point not yet reached the cultural revolution (1966-1976), while their parents' generation.
Instead, it is the vanguard of social transformation with millions of fans very different young men.
Trends Esquire senior reputation management magazine in China since 1999. It is part of the trend, one of the largest fashion companies in mainland China and the partners of copyright by the famous magazine Esquire.
But life at the top is not easy. The effort is always someone, do your pedestal. Tian is constantly under pressure to maintain its position on the face of aggressive marketing of the publication of its competitors.
Now, captions and articles should be revised several times before their publication, he said with a sad smile.
Since 2008, almost all the major fashion magazine publishing groups for men of the continent in a desperate search for a piece of the lucrative action implemented.
Bazaar Style by human tendencies, Modernism by Hachette Filipacchi, L'Officiel Hommes, L'Officiel, HisLife by SEEC Media, Leon de Rayli published - all these came early last year. Stable in October last year, the Chinese version of GQ, the magazine of the most successful at Conde Nast, which landed in Beijing.
And all are designed to work together - the growing interest in style and fashion for young, ambitious people in cities.
Last year, the trends Esquire Rose, known for a serious, socially and culturally relevant editorial line over its rivals, part of the operation about 20 pages over 30
The Big Shoot took the latest trendy clothes and accessories by top models.
Invited to March 2009, the paper by Jia Zhangke, one of the most famous directors in China, a Big Shoot directly to his hometown in Shanxi Province in north central China.
It was the first time a big star who sent the photo of a fashion magazine for men, said Tian.
In the context of growing interest, four new columns loaded fashion to discuss the latest trends and addresses of Chinese men how to dress in a modern way. Writers wrote about the recent trends of the season and how the business elite had fun.
Editorial recommended best single article. An element of fun with articles, how to save, dress embarrassing gaffe by injection.
Fashion is now the indispensable basis of these magazines and an important criterion to judge whether the publication of quality and taste, said Tian. The Board also refers on advertising, is no small consideration in a strong competitive market.
When trends are difficult Esquire look Dad, the way light and another man known magazine in the top team trends also changed tactics and is a great revival.
That magazine FHM mag based on the British market and sell the best of its kind in China caused the content sexy legend on the back of the magazine and to end more worthy material in the victory.
In the first half of 2008, we began to put some sexy content on their backs, making the state more attractive and practical. This really works. Since then ceased to increase advertising revenue and our clients very happy, said Geng Lei , publisher of the equipment of the magazine, which has a Cadillac sedan next to an old ox-cart to a brand of luxury photo shoot in the old and new, change can be brutal significant opposition.
Geng said that every issue is now more concentrated, with the bases closer relationship with readers. We are his brother - his brother and shares the experiences of fun, he said.
According to the consultation on the strategy for the start of the third quarter of 2009, For Him Magazine topped the sales, which account for 22.09 percent of total market share trends at Esquire and the health of men, belonging also Trends Group, which represents 13 per cent and 11.27 per cent followed.
Style Bazaar human in fourth place with 7.71 percent and 0.57 percent higher than that of Leo Rayli group.
As the former head of competitive strategy, new arrivals from abroad to be re-sized market.
The magazines Men in China cited very similar to the woman, China Business News, Wang Feng, the editor of GQ China, which started in October to life, as I said.
The magazine is aimed at young male readers to the wages of more than 70,000 yuan ($ 10,248) per year. Will be made to an uncle cool is for readers to try to stand by the original taste of the international upscale.
The Chinese players are very practical things that deal with very practical ideas and useful, which is said to apply to their lives , Jonathan Newhouse, chairman of Conde Nast International Ltd, which owns the GQ. It's probably more interested in this aspect in the lives of people in other countries and cultures. We try to meet the needs of readers in this country, while maintaining a high level. It's magic and the art processing and publication of a magazine.
The first edition of GQ also sold more for Him Magazine.
It's a very good performance, said Wu Zhou, Senior Research Director of the Strategic Approach. More updates service date is not available.
It could break Zou said that the virtual monopoly of the development team in fashion magazines for men with strong contenders such as Conde Nast, Hachette Filipacchi, and even Rayli within two or three years.
He added that despite the arrival of other major market players were far from saturated and there was enough space for small and medium-sized magazines to survive by focusing on specific market segments.
Xiao Wu, director of advertising trends Esquire, told the press on the Chinese market for men is still full of possibilities.
Despite the fact that early last year, the advertising budget has declined in the first step of each brand by the end of the year went very well.
The budget has increased for some luxury brands by nearly 100 percent, he said.
But Zhou Zhou, head of editorial at the Trends Esquire said the market for men's magazines had become overheated, given the limited number of players and insufficient development of the fashion industry.
We eat into future profits in this game is highly competitive, he said.
Newhouse said emerging economies such as China and Russia, the company magazine and its development is still very strong, unlike America, where it was difficult for all publishers and some magazines have been closed.
The success of fashion (in China in 2005 to life) and autonomy has been called (from 2007) had a significant influence on the team, he said.
In April this year, the Group entered the U.S. Portfolio magazine. On October 5 the group of four other magazines in the U.S.: Gourmet, Cookie, Elegant Bride and Modern Bride.
Only four days later, he published the Chinese version of GQ in the stables on the first tier cities in mainland China.
Most take the world signals that China is the huge losses stemming from the economic crisis, presenting an increased burden on the Chinese market, in fact accelerate the development of fashion magazines in China and attract more and more global players here where money, says Tian trends Xun Esquire.
In 2009, China, the United States has the second largest market for luxury consumer goods behind Japan.
A report published by Ernst & Young states that the market continues at a rate of 10 percent in 2009 to increase in 2015.
Access to the latest fashion for young men shows no end in sight.
