Tesco is proud to be launching the first consumer retail magazine in China.
Tesco Lifestyle a free quarterly 72 page magazine launches on June 24th. It will kick off with 750,000 copies circulated in Tesco's Shanghai and Shenyang stores, distributed at the till. The publication will be free to customers.
Tesco China marketing director Paul Morris said: "We are on a journey to build our brand as the most highly valued retailer in China - an international retailer that understands Chinese customers better than anyone and delivers great value."
"Our Customers have told us that we could do more to engage them with our Brand beyond Promotion & Price, and have asked that we find a way to communicate with them away from the busy shop floor, particularly on areas where they are looking for help and re-assurance such as cooking, food safety, healthy eating, smart shopping and helping the environment"
Morris added "The new Tesco Lifestyle Magazine will be a core platform in meeting our customers needs. It will be the first consumer retail magazine in China and will communicate more broadly about our Brand, our promises and show how we deliver these for Customers in an engaging way."
The content will include news and updates from Tesco on beauty, health, food, finance and greener living, together with everyday lifestyle tips and product recommendations.
A special Personal Space section features real-life stories on family care, personal time, travel ideas and other topics to help readers achieve a balanced lifestyle. The Food Book, at the core of the magazine, introduces local and regional recipes using seasonal ingredients and product recommendations. Beauty & Clothing offers female readers the latest in make-up trends and stylish wardrobe pieces from F&F.
The Members Only section helps new and existing members benefit from the Membercard scheme and associated promotional events.The magazine is handled by Cedar Communications, the customer publisher which launched Tesco's UK in-store magazine in 2004. Omnicom-owned Cedar has formed an alliance with Chinese news-stand publishers Yoho! to establish a Shanghai office. Tesco's long-term partner dunnhumby will provide strategic and commercial support.
Cedar won the business after a three-way pitch against UK-and Singapore-based publishers.
Clare Broadbent, Cedar CEO commented: "For Cedar it's a very big step into a very big and challenging market. Now we are open for business in Shanghai, we look forward to flying the flag for international customer publishing".
Issue two will launch in September.