The current situation and development trend of outdoor advertising 1000 words help help rush rush rush rush

30 years of reform and opening up, China's outdoor advertising industry after the first 15 years of recovery and growth of the nascent stage, the "Southern Patrol speech" along with the vigorous development of the market economy and the rapid growth of the foundation stage, into the new century after the successive double-digit ultra-high-speed growth of the development stage, has entered the integration and enhancement of the optimization stage. The company has entered the optimization stage of integration and enhancement.

China's outdoor advertising industry currently has nearly 60,000 operating companies, of which more than 98% are private enterprises. The top 10 larger outdoor media companies in the industry account for only 20% of the media resource share. Despite the obvious trend of industry centralization, traditional outdoor media resources are still very loose. Because outdoor media is not considered a fixed asset in China, its legal status as a legal person's property is ambiguous, requiring the approval of a variety of different government departments, and the time it takes to be approved for use is generally shorter, coupled with the lack of urban planning or frequent adjustments, the industry has been in a state of unsecured, sloppy, and rudimentary operations.

In recent years, the networked outdoor digital media has been fully developed due to its relatively clear property rights and less government remediation, driving the overall rapid growth of China's outdoor advertising industry, and the rapid development momentum of outdoor media scale and networking.

At present, China's outdoor advertising business totaled 40 billion yuan, accounting for about 15% of the total business of China's advertising industry. Outdoor advertising has been playing an irreplaceable role in promoting market circulation, guiding public consumption, beautifying urban space, and creating an urban atmosphere.

According to the statistics of CODC and CTR, in 2007, the overall growth of China's outdoor advertising industry stagnated, and all kinds of outdoor media had a high growth rate and continued to decline, which was bittersweet and worrying.

China's outdoor advertising industry has entered a phase of optimization and development, and the ecological environment in which it operates remains: "Large suppliers are actively merging and acquiring in order to expand their scale; small suppliers are proliferating, and each one is expressing how its media can grab the attention of consumers even if it is just for a few moments; the research companies are still hard at work to complete an irrelevant but self-justifying new media effectiveness research; the clients' media effectiveness research is still being done; the clients' media are being used by the media companies; and the clients' media are being used by the media companies. Research firms are still hard at work completing disconnected, but necessarily self-explanatory, research studies on the effectiveness of new media; and clients' media investment allocations continue to be torn between rationality and emotion due to a lack of holistic evaluation data" (Dr. Tan Zewei's description quoted here).

2.1 New Spring of Outdoor Advertising due to Changes in Audience's Lifestyle and Mode of Travel

2.1.1 Continuous Rise of Audience's Total Demand and Consumption Structure

The bulletin of the National Bureau of Statistics of China (NBSC) shows that in 2007, the Engel's Coefficient of China's urban households was 0.36, and that of rural households was 0.43, which is in the middle of the transition from a well-off to an affluent one. 0.43, at a stage of transition from well-off to affluent. As the economy and society continue to develop, the quality of life of Chinese families that have long since said goodbye to subsistence continues to improve, non-basic consumption expenditures continue to increase, and consumer personality and awareness of the main body are rapidly expanding. The amplification of the total consumer demand and consumption structure of the leap, requiring the rapid development of secondary and tertiary industries, which will inevitably drive the secondary and tertiary industries on the outdoor advertising demand.

2.1.2 The changing times of the audience's traveling mode gives outdoor advertising more space for dissemination

Statistics show that more than two-thirds of the time of modern citizens is spent outside their homes, and out-of-home advertising (OOH) is seen by more people, and outdoor media is becoming the mainstream media in China that is directly in front of the public, and the amount of investment is lower than that of TV, but closer to that of newspapers.

Surveys show that nearly 81% of citizens mostly have relatively fixed travel routes, and the precise communication function of OOH media has been accepted and widely adopted by advertisers.

Personalized consumption has given rise to differentiated marketing strategies for brands, and the development of the city's changing, diverse life circles corresponding to the life trajectories of different classes, provides a basis for outdoor advertising both mass and niche advertising, and China's outdoor advertising industry is bidding farewell to sloppiness, and continues to extend its reach in the process of networked, precise, and short-term, and to efficiently apply more outdoor space.

2.2 China's sustained and rapid economic growth has led to both supply and demand in China's outdoor advertising industry

2.2.1 China's economy continues to grow, and the industrial structure continues to be optimized

In recent years, China's economy has maintained double-digit growth in recent years, and its economy has been ranked the fourth in the world, and the third ranked by the difference between Germany. While maintaining steady economic growth, the Chinese government is striving to improve the quality and content of economic development, making great efforts to optimize its industrial structure, relying on scientific and technological innovation, reducing its dependence on and destruction of resources, and following the path of sustainable scientific development. The perpetual prosperity of China's economy is the fundamental premise and strong guarantee for the sustainable development of outdoor advertising. In the development process of the transformation of China's manufacturing to China's creation, outdoor advertising has great potential.

2.2.2 The mode of economic growth from externally-oriented to domestic demand-based

The reform and opening up quickly narrowed the gap between China and the developed regions of the world. With the further deepening of reform and opening up, and in the face of globalization competition based on high standards, the foreign trade-oriented economic pattern of primary products will inevitably evolve into an all-round expansion of high-level products and a focus on domestic demand. The expansion of domestic demand to stimulate the prosperity of the mainland economy and upgrading, but also promote the outdoor advertising industry from the coastal cities to the inland second and third-tier cities to accelerate the extension.

2.2.3 The shift from unbalanced to balanced development strategy

The era of "letting some people get rich first" has long since passed, and with China's 30 years of reform approaching, it is time to vigorously manage social imbalance. China's social structure from the pyramid type to the olive transformation process, the emergence of a large number of middle class, leading to social rationality and stability, but also bring the enhancement of consumption and prosperity, will be strong support for the sustained development of secondary and tertiary industries and prosperity and progress, which as a pioneer industry outdoor advertising naturally like a fish out of water, the scenery is infinite.

2.2.4 The Olympic Games, World Expo is the largest outdoor advertising campaign

2008 is China's Olympic year, 2009 is the 60th anniversary of the founding of the country, 2010 is China's World Expo year, event after event. The Olympic Games is the top sports, but also the top outdoor communication campaign, the World Expo itself is a large-scale outdoor advertising with the country as the main body. After the baptism after the Olympic Games and the World Expo, "sports, make life better", "city, make life better", "outdoor advertising, make the city better".

2.3 Changes in urban philosophy and livable city construction prompted the optimization and transformation of the outdoor advertising industry

2.3.1 Ecological civilization and a harmonious society livable city concept

The period of large-scale construction will eventually be over, and the theme of the city in the post-construction era is bound to be livable. Ecological civilization and harmonious society are the minimum requirements for a livable city. In the process of creating a livable city, as the carrier of the city's culture and taste, outdoor advertising is not only indispensable, but also immediately visible.

2.3.2 Outdoor advertising can be optimized and transformed in the process of serving livable cities

In the process of creating livable cities, the function of outdoor advertising will be rediscovered and redefined. Outdoor advertising will not only be used as a kind of environmental media, but also become a kind of humanistic media, and become a window of the urban mind that can communicate between the city and the citizens, and liaise between the spirit and the material. China's outdoor advertising industry in the process of urban evolution of its own will be optimized and transformed to better adapt to the new needs of livable cities and new changes in the life of the audience.

2.4 New Rural and Urbanization Construction Brings Huge Expansion Space for Outdoor Advertising

2.4.1 Comprehensive Advancement of China's New Rural and Small Town Construction

Abolition of Agricultural Taxes, Long-term Contracting of Farmers' Land, and Marketization Fundamentally Ensure the Development of Agriculture and Prosperity of Rural Areas. As the construction of China's moderately affluent society advances in full swing in the new century, a large number of the agricultural population is entering the towns and cities, and the pace of urbanization is unstoppable. With the ruralization of the urban affluent class and the urbanization of the rural surplus class, the construction of China's third- and fourth-tier cities will soon become the focus of China's next rapid development.

2.4.2 Historical Opportunities for the Expansion of Outdoor Advertising Industry to Third- and Fourth-Tier Cities

As of the end of 2007, there were 287 prefectural-level cities in China, of which 22 had a population of more than 2 million, and 33 had populations of 1 million to 2 million. The rest of the third- and fourth-tier cities, totaling more than 200, provide a broad stage for the subsequent development of China's outdoor advertising industry. The remaining third- and fourth-tier cities with a total population of more than 200 provide a wide stage with great potential for the subsequent development of China's outdoor advertising industry. In the historical process of China's urbanization, hundreds of millions of farmers will leave the land and go to the city, leading to the sustained and rapid development of all walks of life, which provides unprecedented opportunities for the development of China's outdoor advertising industry.

2.5 Innovation and massive application of science and technology add vitality and vigor to outdoor advertising

2.5.1 Science and technology will blur the boundaries of traditional media while giving birth to new media

Science and technology has never been as important to outdoor media as it is today, or even a matter of life and death. The space is still the same space, the location is still the same location, the technical form of a change in the concept also followed the change, the effect is immediately different. Some originally inaccessible space or difficult to use the location, but also because of the emergence of new technologies and become fragrant. From hand-painted canvas to airbrushed canvas, from the photo version to the three-sided flip, from LED to LCD to OLED, from static to dynamic, from wired to wireless, from one-way to interactive, outdoor advertising billboards with the dance of science and technology, catering to the audience to seek a new and changing the norm. Technology has become the ever-changing coat of outdoor media today, and people can no longer imagine what it looks like without it? The initial definition and boundaries of outdoor media are beginning to blur. In a variety of media types, outdoor media is the strongest compatibility, the application of technology facilitation of the largest space media, outdoor media and high-tech mutual needs, complement each other, the prospect is wonderful.

2.5.2 The use of technology makes outdoor communication more interesting and efficient

What is commonplace, people tend to ignore. To give full play to the communication effect of outdoor advertising, it is necessary to continue to innovate with the help of technology. Technology can create a new type of media that is curious and desirable. Technology and its re-creative innovation in time to revolutionize the outdoor media performance form, and constantly on the old media to make interesting local changes or functional additions to attract the discerning eye, to reach the heart of the participation, to strengthen the brand penetration.

2.5.3 Evolutionary trend of media digitization makes outdoor communication enter a new realm

Media digitization seems to have been the trend that will bring major changes in the way outdoor advertising is disseminated and the mode of operation, guiding China's outdoor advertising industry to enter a completely new stage of development. The digitization of outdoor media and the scale of transformation, networked operations to promote each other, outdoor digital media and radio, television and other traditional media and the Internet, cell phones and other new media platforms for the full integration, but also will lead to the communication industry as a whole, the subversion of the original media industry ecosystem, the public's daily life has a huge impact.

2.6 Economic Integration to Optimize Outdoor Advertising Resources in the Global Market

2.6.1 Global Economic Integration to Promote the Free Flow of Industrial Factor Resources

Outdoor media resources are hard to replace and rooted. Under the impetus of global economic integration, the circulation of the communication element market is becoming more and more convenient, the scope is getting wider and wider, the world's top capital, talent, customers, technology, creativity and other resources can be used for me, which will certainly enhance the utilization efficiency of China's outdoor media resources and the operation level, so that China's outdoor advertising industry chain can be extended to a wider range and growth.

2.6.2 Openness and exchanges keep China's outdoor advertising industry youthful and energetic

Being stuck in a rut and reproducing internally is a taboo for success and development. China's outdoor advertising industry and the world's advanced level there is still a big gap, in order to develop themselves better, it is necessary to both go out, and welcome in, in the openness of the development, in the exchange of enhancement, and always maintain the youth and vitality.

Third, trend forecast

3.1 Resource concentration and monopoly to accelerate the completion of the

Branding operations and in-depth marketing has become the focus of the industry's development

3.1.1 focus on the development of light marketing of the resource expansion of the pattern of crude growth will be a rapid transformation

In recent years, after a series of directional development, financing and mergers and acquisitions, property rights, clear, strong stability of resources, and easy to use.

In recent years, after a series of targeted development, financing and mergers and acquisitions, property rights, resource stability, easy to standardize the replication of the network of outdoor media in China's mainstream cities to achieve the integration of the scale of regional monopoly began. 2008, under the pressure of the capital, the trend of this concentration is more obvious, in addition to first-tier cities to pick up the pieces of the outside, the focus of the tug-of-war will be concentrated in the second and third-tier cities.

The relatively high profits, the probability of remediation, the integration of the big names of the media, in 2008, there will still be a variety of integration of new attempts, certain concepts clear block local integration results or will surface to lead the future.

After the division and concentration of resources come to an end, the importance of marketing is becoming increasingly important, the company's pattern and focus will also change, and the rough expansion of resources from now on will no longer be the mainstream of the industry.

3.1.2 Effectiveness is king, the media monopoly returns to rationality after the game with the market

The cooling of the economy after the 08 Olympics will lead to more idle media resources, and the competition between different media monopolies will start to be strong. The tightening of market consumption has prompted customers to be more and more rigorous in advertising, and the size of the effect is the only criterion for how much to put in. The strong media resource monopoly must also examine the situation, objectively face the competition of other media, rationally think about the return on investment, respect the law of communication, and return to the core of advertising.

3.1.3 The advent of the era of branding and in-depth marketing

For customers, China's media is in serious oversupply, and any media can find a substitute. How to stand out from the crowd and how to create their own media irreplaceability, branding and in-depth marketing is imperative. China's outdoor advertising industry is to help customers establish a brand, but their own brand awareness is not strong, and most of them still stay in the price war on the shallow level. Brand operation is based on the interests of customers, digging, cultivating and enhancing the communication value of their own media, so as to separate various other media. In-depth marketing is based on the interests of the audience, analyzing, capturing and responding to the needs of the audience and their changes, and establishing a long-term positive interactive relationship between the media and the audience. Brand operation and in-depth marketing is the inevitable direction of China's outdoor media suppliers in 2008.

3.2 Further match the audience orientation, to provide specialized placement services,

is the core competitiveness of China's outdoor advertising company's future development

3.2.1 to the audience as the axis of three-dimensional interaction, the effect of the evidence of the precision of the placement of the trend

Audience is the starting point of all communication and home, outdoor advertising, high interference, should be more audience-centered, and should be the core, the results are based on the precise placement of the trend

Audience is the starting point and home, outdoor advertising, high interference. Outdoor advertising is highly intrusive and should be centered on the audience to effectively echo and accurately match. For the information age, the audience's eyeballs drift uncertainty, to the audience turning eyeballs as the axis to plan the trajectory of the media, in the multi-dimensional open space (environment) to capture its focus and excitement, looking for, and analyzing the eyeballs swimming law, and then targeted to carry out a three-dimensional interactive tracking marketing, the effect can be expected.

The development of technology has provided a variety of possibilities for eye tracking marketing. In the near future, the outstanding outdoor media company relying on the development of new technologies, the development and application of outdoor media and specific audience groups of eye movement trajectory effectively docked, the grid tracking marketing, will maximize the effect of outdoor advertising. Other networked and modular marketing innovations will continue, scientific and effective outdoor advertising monitoring and evaluation will also prevail, and professional services will become the fundamental basis of China's outdoor advertising companies.

3.2.2 Post-resource era, the competition between companies is more of a service level competition

When the various outdoor media resources are divided up, China's outdoor advertising company's center of gravity will be a natural extension of the two ends? Market research and planning before release, and effect monitoring and third-party evaluation after release. Continuously improve the level of service will be the main axis of competition between companies in the post-resource era.

3.3 Compatible and meet the needs of the competition in various aspects,

Outdoor media in the function and application of continuous upgrading and modernization

3.3.1 Outdoor media will both carry the city's functions, but also to meet the needs of the multifaceted dissemination of

Outdoor advertising in the city of the public **** space as a carrier is a stake in the city's tastes, public travel, urban consumption of the real direct face of the comprehensive communication project. The comprehensive communication project of the public, its obvious appearance of decorative effect, complex multi-dimensional environmental correlation and open compatibility, difficult to replicate the exclusivity of the zone is incomparable to other advertising media. After the space resources are largely divided up, outdoor media companies must expand in the future, either to the traditional media, new media or allied with the field, in order to cater to the needs of the customer's full-media; or to the public welfare areas of the city or the direction of the function of supporting the extension to meet the government to serve the public, to provide citizens with outdoor more convenient needs. Modern outdoor media should be both environmental media, but also humanistic media, both communication tools, but also urban furniture, multi-integrated, become an indispensable symbol of the modern city facilities, livable city vivid image of the mind window, commodity social effect of the brand guide.

3.3.2 The eyeballs are more wandering, multi-dimensional focus, network linkage of the integrated application of the group media has become inevitable

Information explosion, the emergence of endless brands, pluralistic values, personalized consumption, ......, the audience's eyeballs loaded with too much, fast wandering. Multi-dimensional focus, network linkage, based on the discovery and analysis of the law of eye movement, emphasizes the application of three-dimensional combination of multiple media types in multiple regions to maximize the tracking of the movement trajectory and produce the ideal full network full focus effect. With the deepening of the understanding of the law of eye movement, on the basis of precise audience segmentation, multi-dimensional network linkage of group media integration strategy will become the mainstream of the investment.

3.3.3 Outdoor media itself will be updated more and more frequently

The speed of social development and change is accelerating, technological development is changing rapidly, new products quickly on the market? All this affects people's pace of life and consumer mentality, which in turn drives faster development in all aspects. Technology has become a fashionable coat of outdoor media, the integrated use of group media and short-term rapid delivery will also become mainstream, outdoor media itself will naturally be updated more and more frequently to meet the audience's new and changing inner needs and fast-paced life movement. Outdoor media as the eye catcher, inevitably with the help of technology and creativity, always changing.

3.4 Expansion of new growth space on a high new starting point,

Outdoor advertising industry to accelerate the synchronization of the second and third tier cities

3.4.1 Rapid mobility of groups of people to make the dissemination of different regions to keep in sync

High-speed highways, fast railroads, intensive flights, so that the intercity crowd a large number of people, the rapid flow of first-line cities and the second and third tier cities. The psychological distance between first-tier cities and second- and third-tier cities is shrinking, and the popularity of culture and consumption can be synchronized. In line with this, the synchronization of advertising communication, accelerating China's outdoor advertising industry in the latest starting point to the second and third-tier cities synchronized advancement, the second and third-tier cities will get leapfrog development.

3.4.2 The level of development and speed of advancement of second-tier cities will exceed traditional expectations

At present, the market in China's first-tier cities has become saturated and the cost is getting higher and higher, and more and more companies are recognizing the huge market potential of second- and third-tier cities, and the demonstration areas for the construction of new rural areas. With the increasing pace of China's urbanization and new rural construction, the third and fourth tier cities will become China's new economic growth pole, attracting many manufacturers forward. Internet era, information and commodity consumption of urban and rural differences are becoming smaller and smaller, advertising communication across space and time to maintain synchronization, it can be predicted that, in the pull of domestic demand and investment, outdoor advertising to the second tier of the following cities to promote the speed of people's expectations, the industry's future as a new point of profit growth.

3.5 Urban life communication system based on outdoor media to the deep extension

3.5.1 Outdoor media as the basis of the urban life communication system will be accepted and adopted by more enterprises

Modern citizens are more and more (more than two thirds) of the time outside the home to the advertisement as the main content of the outdoor media in the advertisement dissemination of the status of the audience and time occupation ratio is obviously disproportionate to the audience. The proportion of time occupied by the audience is obviously disproportionate. In today's traditional media advertising effect is deteriorating, outdoor advertising since it has been integrated into the television, radio, newspapers and other traditional advertising media, but also into the Internet, cell phones and other emerging advertising media, then, the future can and should be outdoor media as the backbone, to establish and improve the urban life communication system, so that the public in the urban forest to get relevant, multi-dimensional, timely brand care and life interaction.

City life

The urban life communication system integrates various advertising and communication resources that are scattered and isolated in various parts of the city organically, avoiding idle and wasteful resources, and in particular, maximizing the communication of all citizens to meet the needs of citizens to interact with the city at any time and any place. A widely connected and interactive urban life communication system will become one of the core indicators for the construction of livable cities, and will certainly be accepted and adopted by enterprises? According to the life trajectory of different groups of people to choose their accompanying brand communication chain, to realize the precise niche and depth of marketing, the formation of the core of the city's penetration.

3.5.2 Outdoor media will integrate a variety of media forms to build an all-media communication group

The major changes in the life pattern of modern citizens in the form of travel time and other aspects of the outdoor media has made the outdoor media to become the real direct face of the public, the only mass media. In the case of citizens' increasing awareness of the main body, the trend of consumer personalization is more obvious, a single, local communication has become increasingly difficult to work, integration and application of multimedia forms, the construction of all-media communication group will become inevitable. The inclusiveness of outdoor media, the irreplaceability and the dominance of outdoor media over citizens' time have given outdoor media a new mission, taking outdoor media as an integrated platform to build an all-media communication group in the city is the trend.

3.5.3 Outdoor media externally interpret the consumer fashion and humanistic style of livable cities

Outdoor media, as a communication platform, openly interpret the urban taste, life scenarios, humanistic spirit, business concepts, brand essence, science and technology culture, and become a necessary, diversified, and taste part of a livable city, as well as mutual penetration and integration in the process of brand dissemination or life interactions, will become the best way to build a harmonious society.

Four, development recommendations

4.1 Establish corporate responsibility and brand awareness, and work together to enhance the social status of the industry

● Outdoor advertising industry operators can win the public only when they have a heart for the community, branding operations

4.2 Update the concept of the industry's value, and to create a relaxed external environment for the outdoor advertising industry

● Outdoor advertising is an intrinsic part of livable cities, and will become the best public welfare stage for building a harmonious society. Outdoor advertising is an intrinsic and indispensable part of the modern function of a livable city

● Outdoor media is the only main platform for the construction of the communication system of urban life in the future

● Scientific planning and replacing short-term approvals with long-term planning are the first and foremost prerequisites for the healthy development of the outdoor advertising industry

4.3 Clarify the legal status of the outdoor advertising structures, and protect the legitimate rights of the industry

4.2 Update the concepts and face the value of the industry, and create a relaxed external environment for the outdoor advertising industry legitimate rights and interests

● To establish and protect the property rights of all outdoor media structures based on the Property Law

4.4 Multi-party collaboration, benefit **** enjoy, and substantially promote the construction of outdoor advertising effect monitoring system

4.4.1 The establishment and improvement of the third-party monitoring system is the main symbol of the maturity of the industry

4.4.2 The support of policies

2, the radio in the form of car media and the background sound of the store evolved into a semi-outdoor media.

3, China's outdoor research began to start, and towards the stage of in-depth modeling.

4, outdoor related laws and regulations are gradually improved.

5. The price of outdoor media in big cities continues to strengthen.