The China Daily reports on Visiting Scholar Jacky Jin introducing the high-end magazine Robb Report to China.

“The Robb Report collects information on Chinese elites and reaches out to them one by one. In the US, however, the magazine can be subscribed to through a wide database provided by banks, luxury hotels and high-end supermarkets. China has at least 100,000 people with 100 million yuan in capital and Robb Report’s target group is much bigger, Jin says. He is confident the magazine can attract 100,000 subscribers within three years. Jin has successfully introduced two male magazines for the Trendsmag Group – For Him Magazine (FHM) and Men’s Health. FHM, which entered China three years ago, has a circulation of 400,000 copies, similar to many female fashion magazines.
‘Materialism at the moment dominates peoples’ consumption behavior in China, including rich people,’ Jin says. For example, many of the elite use high-end goods to show off their wealth and social status.”

Read the full story HERE.