12 Jul 09 China Outdoor Advertising Market under the Economic Shocks(3)

Advertising industry ups and downs

In the economic climate of tight, short, frequent, fast mode of popular propaganda. Big pieces of the past legislation marked a LOGO, a cast image of the strategy for several years, in the round after round of training has been the impact of high pressure. Among them, the first to spread to large outdoor advertising is the real estate industry. Data show that the weak real estate invest, on the one hand the first time from Beijing ranked in the top ten out of the industry, on the other hand, in Guangzhou the same period last year also reduced the amount of four into.

Domestic automobile industry has not been an international brand impact of the insolvency crisis, but at the beginning of 2009 ushered in “暖春.” According to the National Bureau of Statistics data, from the end of last year, many countries introduced policies to stimulate the automotive consumer countries, as well as the beginning of the fuel tax reform in China, car sales rose year-on-year, inspired the confidence of automobile manufacturers. Transit data show car brand basic outdoor publicity strategy in line with sales trends, Beijing-type car ad trend has also shown up. In Shanghai and Guangzhou, despite the impact of demolition license, single and airport media obviously low budget, but the video media, an increase of 2 times higher than the same period last year.

Before and after the Spring Festival, posts and telecommunications industry to tighten the purse homeopathy – Beijing’s mobile phone brand and website advertising cut the same period last year, the website of Shanghai brand advertising and telecommunication services fell down the overall lead, Guangzhou Baiyun Airport in the mobile, telecommunications, image ads for the same period last year by八成. Nevertheless, the state’s liberalization of 3G services, indicates that the major network operators around the business started advertising the upcoming battle.

In clothing, home appliances, food and other industries have been transferred from the primary market advertising budget at the same time, the Shanghai advertising cosmetics and personal products are discharged into the top ten. According to Bureau of Statistics data, said some high-end consumer goods as a result of lower import tariffs, imports increased related products. Shanghai Automotive, watches, cosmetics, cameras and digital cameras and the amount of imports showed a high-speed growth. From the days of observation on the outdoor market, also can be seen, Shanghai cosmetics and watch the amount of outdoor advertising grew faster than advertising brand in Beijing and Guangzhou. Locked in the main target audience of white-collar subway, especially in cosmetics, the media in the subway, running as high as 130 percent year-on-year growth. (See Figure 7, Figure 8, Figure 9)

20090624163318926