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Luxury-obsessed China to get GQ magazine
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Photo by Zach Wang
BEIJING – Publishing giant Conde Nast announced today that it intends to publish a Chinese edition of Gentleman’s Quarterly, or GQ, in the Middle Kingdom. This will be the company’s fourth China title, but its first magazine aimed at men.
“We look forward to continuing to develop our business in the Chinese market,” S.I. Newhouse, Jr., chairman of Conde Nast, said.
GQ, which is currently available in 16 countries, will start in October and will be produced in China by Conde Nast under a copyright cooperation agreement with the China News Service.
Chinese versions of “Esquire” and “Men’s Health” are both popular in China. Copies are routinely available at outlets such as Starbucks Coffee, targeting the country’s surging ranks of middle class citizens.
Despite the economic crisis, China has been a bright spot for luxury retailers and goods. Urban migration, combined with a wealthier overall population, has created sharp attention on luxury, or "haohua" in Chinese, brands. Companies have increasingly focused marketing efforts on Chinese men. Cosmetics giant L’Oreal has a special line of men’s skin care products that the company says is responsible for 12 percent of the company’s revenue in the China market.
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