Shanghai outdoor advertising industry unforeseen shuffle

Every reporter Zhongchunhui from Shanghai to Shanghai World Expo held about 300 days, the Shanghai outdoor advertising industry unforeseen shuffle. According to the policy restrictions issued recently, the Shanghai ground advertising will almost sweep and "net".　　Industry insiders believe that the policy will make the outdoor advertising industry shuffle cleaning is imperative. According to the "Daily economic news" survey, including car LCD, ship led, including the new media outdoor advertising in the rectification of the list, and involved the media, the media and other emerging media enterprises.　　But the impact on small and medium-sized outdoor advertising firms is much greater than for these big companies. Shanghai outdoor advertising industry faces rectification "This is the risk of uncertainty." I'm running outside. Customers, to discuss how to change the contract signed.　　"Advertising company salesman Juan for nearly half a month has been busy doing this thing, he works in the outdoor media advertising companies are withdrawing all the banner ads, and also removed their frame, there will be no new replacement up." This is a common sight in Shanghai's outdoor advertising companies recently. Before the end of July, the metropolis of Shanghai Colorful "neon" will encounter a rectification, ground traffic light boxes, high pillars, sidewalk advertising lights must be removed.　　Near the Expo Countdown 300 days, the standardization of outdoor advertising in the city is an important work. According to regulations, 3 kinds of cases of outdoor advertising face reorganization: 1, the comprehensive demolition of the "Shanghai outdoor advertising facilities set up position planning" identified as the prohibition of the area of public transport shelters and telephone booths outside the various types of outdoor advertising facilities; 2, demolition of the display area, control areas within the scope of the planning requirements of the roof, wall outdoor advertising facilities; 3.　　Remove all kinds of outdoor advertising facilities except bus shelters and telephone booth advertisements on the ground roads, including high post advertisements, sidewalk advertisements, electric light bars advertising, bridge tunnel advertisements, etc. The completion time of the above three work is 50% before July 4, 2009, all dismantled before the end of July.　　For the failure to deal with the time and requirements of the violation of regulations, by the urban management of law enforcement departments to investigate and punish, the violation of the unified rectification, and according to the municipal Department of Administrative regulation 5000~50000 yuan fines. "After all, more than 90% of advertising companies are seriously affected by the business, and even some small companies may collapse." Juan said that his company's main lamp light box and the flag advertising two business, according to the new policy, light box advertising is completely out of the banner of advertising can still do.　　Other smaller companies, which already have only three or four advertising tablets, are almost stuck in a business-free predicament because they are in a no-fly zone. Several joys and sorrows. Under the Tom Group, mainly rely on bicycle shed ads and police reports advertising the U.S. and Asia media in the face of this restrictions are struggling, the main layout in the shelter of the White Horse advertising and the main layout of the phone booth in the advertising has become the policy changes in the "slip through the road."　　Think of the Expo period is expected to get advertisers big customers, after the two company executives and salesman laugh together mouth. Juan to the daily economic news, a similarThe situation of the sudden issuance of policy bans in the outdoor advertising industry has occurred, advertising companies can only negotiate with customers to change the contract, the remaining advertising conversion into the form or transfer to the unrestricted place. "This is not a breach of contract, if the client really does not agree, we will not be reparations, can only return the advertising balance."　　"At the moment, Juan's advertising agency has not yet planned more responses, but is busy trying to retain existing customers," he said.　　Cleaning up the new media company A spokesman for the industry said that if a rare global financial crisis caused "pneumonia" in outdoor media advertising, sudden policy restrictions would be like "heart attack". Mainly engaged in taxi ads in the touch of the media to encounter the "mined area." In April this year, Shanghai Traffic Port bureau issued the "Shanghai Taxi compartment Advertising set regulations," said clearly in the future of the new taxi compartment can not be set up to publish car information video ads, and the existing taxi car video will be gradually removed. has been in the taxi inside the screen nearly million touch the media was embarrassed.　　Qiming Venture partner Gan Jianping, who has been involved in leading investment in the media, told the Daily economic news that the policy changes were unpredictable and irresistible, and that the Government was able to guarantee that the media would continue to carry out the advertising business during the contract period and then dismantle them in batches. The new media advertising "Big Brother" media outlets in the first quarter of 2009, but also because the ban on outdoor advertising has been questioned.　　Xu Xian, vice president of Media finance, in response to analysts ' questions, acknowledged that changes in policy had had an impact on the audience. He revealed that the public media parade on the Huangpu River led advertising ship was asked to stop advertising business, advertising ships can now only dock in the port, advertising operation has temporarily stopped. The net book value of the ship's led advertising was around $12 million trillion, with revenues of around $300,000 in the fourth quarter last year. In addition, the focus of the media Shanghai Xujiahui area part of the LED advertising network is also required to stop advertising business.　　However, Xu Xian that in the fourth quarter of 2009, the two advertising revenue in the 400,000 to 500,000 U.S. dollars, so the impact on the audience is not big.　　The loss of the two quarterly total price of about 70, 800,000 U.S. dollars in the outdoor advertising business, may be bucket for the audience, but for other small and medium-sized outdoor advertising companies, may be a fatal impact. "The time for the tide is coming again," the insiders said. "Similarly, in the face of policy changes, large companies because of strong financial strength, business layout and geographical distribution divergence, the ability to resist the risk of relatively strong, the government to clean up the outdoor advertising to large outdoor advertising operators may be an opportunity."　　The personage predicts, the policy change will make the outdoor advertisement entire industry existing nearly 80,000 companies also undergo some adjustment shuffle, through the elimination and the Merger, the future years, the Chinese outdoor advertisement industry's brand concentration degree will further enhance. 16,000 outdoor ads will be demolished during the year. Shanghai is one of the most developed areas in the advertising industry in China, and it began to be widelyTo regulate the regulation. 2005, starting from Shanghai, the wind of outdoor advertising clean-up quickly spread across the country, and then the country's other cities have followed, the outdoor advertising to take the form of, tender, auction management.　　In April 2008, Shanghai's campaign to "wash" outdoor advertising has sparked a complain in the outdoor advertising industry. In this respect, Jingan Trade and Industry bureau in charge of advertising and other affairs, explained that part of the reason is due to outdoor advertising hindered traffic and travel, partly because of the aesthetic needs, "Messy street light boxes, superscript ads and other damage to the image of Shanghai international Metropolis." He said that 2008 Shanghai's big overhaul of outdoor advertising is to tie in with "the Expo 600 days plan", and according to the "Shanghai outdoor advertising facilities set position planning", 2008-2010 years, Shanghai will focus on the existing outdoor 48,000, a total area of more than 500,000 square meters of outdoor billboards and shop signs to carry out a comprehensive clean-up work.　　2009 Shanghai plans to demolish about 16,000 pieces of outdoor advertising. He also revealed that the Pudong district, Huangpu, Xuhui and other outdoor advertising is the most stressful place, "the Expo is coming, the façade to be beautiful."　　June 13, we also held a ' World Expo demolition of illegal advertising promotion Conference ', the city attaches great importance to this work. The Industry and Commerce Bureau believes that the ban on outdoor advertising is not only the behavior of Shanghai, Beijing during the Olympic Games to clean up the advertising is not soft.　　However, he did not answer the question of whether and when the advertising companies ordered to stop could regain their right to operate. Lawyer Yunting that must be wary of three aspects: first, selective law enforcement, that is, compared to radio and television and public transport, outdoor advertising practitioners mostly private capital, the implementation of relevant policies should pay attention to the same, pay attention to consultation; Second, the stability of the policy, and a small government ban may also affect an industry, China's attitude to the outdoor advertising industry has always been the first to monitor the planning, so to prevent the unpredictable, the third is to protect the market economy environment, that is, to allow outdoor advertising companies to terminate the customer, can use the policy of "force majeure" to defend.