“Thirty years ago, Guangzhou was the city with the largest and largest outdoor advertising in the country. At that time, the Chinese economy had just started, we witnessed and participated. And one day two years ago, I walked on Dongfeng Road and looked around and was surprised. I couldn’t see an advertisement in the stone forest with tall buildings. I suddenly asked myself, is this Guangzhou?†Zhang Xiaoping, the president of the Guangzhou Advertising Industry Association, wrote an article.
Outdoor LED advertising can bring benefits to the city from an economic and social level. This is the consensus in the industry. In Guangzhou, its industry development is facing some problems.
Some insiders have analyzed that if the city is excessively pursuing economic benefits, outdoor LED advertising is prone to flooding; on the other hand, it will be demolished before some important inspections, and it will be killed. In order to make the outdoor LED advertising industry standardized and bigger, we should look at domestic and international, and draw useful factors from the operational solutions of other cities.
Beijing: Rules and regulations to improve the regulations
Outdoor LED advertising is allowed next to major urban traffic trunks, and there are specific rules for operation.
According to Zhuang Lieyong, Director of Business Development of Kaidihao Advertising (Shanghai) Co., Ltd., which is owned by Group Group, the number of outdoor LED advertising screens in Guangzhou is not as good as that in Beijing and Shanghai. “It may be related to the distribution of business districts. ".
He said that the outdoor LED advertising industry in Guangzhou is not developing at a fast pace. "At present, the development of the market in Beijing and Shanghai has been very prosperous. It has already produced a large number of promising advertising companies, but we have not seen them in Guangzhou. This situation. He believes that this situation has something to do with the government's philosophy and guidance.
On April 1st, 2012, the “Regulations on Outdoor Advertising and Signboard Setting in Guangzhou†was officially launched. Among them, “completely prohibiting the establishment of outdoor advertising on the roof†and “no outdoor electronic display advertising within 50 meters of the main road†were triggered. Business disputes. The industry believes that the "one size fits all" regulations will have some impact on the outdoor LED advertising industry in Guangzhou. One month later, the “Special Plan for Outdoor Advertising Layout (2010-2015)†was approved and effective, and the requirements for outdoor advertising normative setting were proposed for different areas of Guangzhou. According to the plan, many public areas in Guangzhou such as People's Park, Haizhu Square, Huacheng Square, and Guangzhou Tower are prohibited from setting up outdoor advertising. The areas such as Zhujiang New Town, Jiefang Road and Jiangnan Avenue North also strictly control the setting of outdoor advertising. To a certain extent, it fills a blank area in outdoor advertising planning.
It is understood that regarding the management of outdoor advertising, Beijing's regulations and standards are relatively perfect compared to other cities. According to different management priorities, Beijing has issued four management regulations, including the “Beijing Municipal Appearance and Environmental Hygiene Regulationsâ€, “Beijing Urban Outdoor Advertising Management Measuresâ€, “Beijing Outdoor Advertising Card Technical Specificationsâ€, and “Beijing Outdoor Outdoorsâ€. Ad Settings Specification, etc.
Unlike the regulations in Guangzhou, outdoor LED advertising is allowed in Beijing next to major urban traffic trunks. In its "Technical Specifications for Outdoor Advertising Facilities (Opinion Draft)", it is stipulated that outdoor advertising set on both sides of the main road of the city shall not play the active picture. The display time of each fixed picture shall be greater than 15 seconds, and the screen should be switched slowly. the way. "With these rules, everyone is more acceptable."
In addition, Beijing and Shanghai have no regulations prohibiting the installation of outdoor LED billboards on the roof. Zhuang Lianyong said that the south is relatively long in the rainy season, and it is obviously affected by the typhoon. There is a certain risk in setting the outdoor LED advertising screen on the roof. Considering the wind resistance factors, the outdoor advertising market near Jiangsu and Zhejiang is also more cautious.
Shanghai: Planning specific location is clear
Specific to each road, even each building, every advertising space is legal, it is marked.
According to reports, almost one or two LED advertising screens are installed in almost every commercial district in Beijing. In many second-tier market cities, the concentration of LED advertising screens is relatively large. "For example, Shanghai Xujiahui has concentrated about 8 LED advertising screens." In some places, the quality of the advertising screen is concentrated at the same time.
In 2008, Huangpu District of Shanghai formulated a very specific outdoor advertising plan. “Specific to each road, even if each building and every advertising space is legal, what is the scope of the removal should be marked outâ€. In addition to special plans such as the “Outdoor Advertising Facilities Planning in Some Key Areas of Shanghai Central Cityâ€, there are also many urban areas in Shanghai that have developed similar specific outdoor advertising plans.
However, the reporter did not find the document after searching on the website of the Huangpu District Government in Shanghai. In this regard, Zhuang Lieyong revealed that the outdoor advertising plan specific to streets and building properties was not announced, but only within the government. "As an advertising company, we can check it out, but we can't take it. It is not visible on the website, but it does have such a plan."
In December 2010, the new version of the "Shanghai Outdoor Advertising Facilities Management Measures" was announced. Zhuang Lieyong said, "This general plan, because of the very large scope involved, is mainly due to the role of a general principle. There are some restrictions on the terms. As long as these principles are met and the position (advertising property party) provides a certificate of conformity, Generally, the approval document can be obtained.†Huang Minen, the key project department of the Guangzhou Urban Planning and Design Institute, mentioned in the discussion that when formulating the outdoor advertising plan, it should be divided according to the environmental location characteristics, commercial grade and building nature of Guangzhou. Different policy levels, such as key setting areas, moderate setting areas, strict control areas, and prohibited setting areas, from loose to severe, adopt different measures to regulate outdoor advertising settings.
Zhuang Lieyong believes that outdoor advertising cannot be regarded as a kind of commercial behavior, but should establish a clear direction in the overall planning of the city.
"If the planning is designed and the rules of the game are clearly defined, the market can still be more perfect," he said.
Outdoor LED advertising can bring benefits to the city from an economic and social level. This is the consensus in the industry. In Guangzhou, its industry development is facing some problems.
Some insiders have analyzed that if the city is excessively pursuing economic benefits, outdoor LED advertising is prone to flooding; on the other hand, it will be demolished before some important inspections, and it will be killed. In order to make the outdoor LED advertising industry standardized and bigger, we should look at domestic and international, and draw useful factors from the operational solutions of other cities.
Beijing: Rules and regulations to improve the regulations
Outdoor LED advertising is allowed next to major urban traffic trunks, and there are specific rules for operation.
According to Zhuang Lieyong, Director of Business Development of Kaidihao Advertising (Shanghai) Co., Ltd., which is owned by Group Group, the number of outdoor LED advertising screens in Guangzhou is not as good as that in Beijing and Shanghai. “It may be related to the distribution of business districts. ".
He said that the outdoor LED advertising industry in Guangzhou is not developing at a fast pace. "At present, the development of the market in Beijing and Shanghai has been very prosperous. It has already produced a large number of promising advertising companies, but we have not seen them in Guangzhou. This situation. He believes that this situation has something to do with the government's philosophy and guidance.
On April 1st, 2012, the “Regulations on Outdoor Advertising and Signboard Setting in Guangzhou†was officially launched. Among them, “completely prohibiting the establishment of outdoor advertising on the roof†and “no outdoor electronic display advertising within 50 meters of the main road†were triggered. Business disputes. The industry believes that the "one size fits all" regulations will have some impact on the outdoor LED advertising industry in Guangzhou. One month later, the “Special Plan for Outdoor Advertising Layout (2010-2015)†was approved and effective, and the requirements for outdoor advertising normative setting were proposed for different areas of Guangzhou. According to the plan, many public areas in Guangzhou such as People's Park, Haizhu Square, Huacheng Square, and Guangzhou Tower are prohibited from setting up outdoor advertising. The areas such as Zhujiang New Town, Jiefang Road and Jiangnan Avenue North also strictly control the setting of outdoor advertising. To a certain extent, it fills a blank area in outdoor advertising planning.
It is understood that regarding the management of outdoor advertising, Beijing's regulations and standards are relatively perfect compared to other cities. According to different management priorities, Beijing has issued four management regulations, including the “Beijing Municipal Appearance and Environmental Hygiene Regulationsâ€, “Beijing Urban Outdoor Advertising Management Measuresâ€, “Beijing Outdoor Advertising Card Technical Specificationsâ€, and “Beijing Outdoor Outdoorsâ€. Ad Settings Specification, etc.
Unlike the regulations in Guangzhou, outdoor LED advertising is allowed in Beijing next to major urban traffic trunks. In its "Technical Specifications for Outdoor Advertising Facilities (Opinion Draft)", it is stipulated that outdoor advertising set on both sides of the main road of the city shall not play the active picture. The display time of each fixed picture shall be greater than 15 seconds, and the screen should be switched slowly. the way. "With these rules, everyone is more acceptable."
In addition, Beijing and Shanghai have no regulations prohibiting the installation of outdoor LED billboards on the roof. Zhuang Lianyong said that the south is relatively long in the rainy season, and it is obviously affected by the typhoon. There is a certain risk in setting the outdoor LED advertising screen on the roof. Considering the wind resistance factors, the outdoor advertising market near Jiangsu and Zhejiang is also more cautious.
Shanghai: Planning specific location is clear
Specific to each road, even each building, every advertising space is legal, it is marked.
According to reports, almost one or two LED advertising screens are installed in almost every commercial district in Beijing. In many second-tier market cities, the concentration of LED advertising screens is relatively large. "For example, Shanghai Xujiahui has concentrated about 8 LED advertising screens." In some places, the quality of the advertising screen is concentrated at the same time.
In 2008, Huangpu District of Shanghai formulated a very specific outdoor advertising plan. “Specific to each road, even if each building and every advertising space is legal, what is the scope of the removal should be marked outâ€. In addition to special plans such as the “Outdoor Advertising Facilities Planning in Some Key Areas of Shanghai Central Cityâ€, there are also many urban areas in Shanghai that have developed similar specific outdoor advertising plans.
However, the reporter did not find the document after searching on the website of the Huangpu District Government in Shanghai. In this regard, Zhuang Lieyong revealed that the outdoor advertising plan specific to streets and building properties was not announced, but only within the government. "As an advertising company, we can check it out, but we can't take it. It is not visible on the website, but it does have such a plan."
In December 2010, the new version of the "Shanghai Outdoor Advertising Facilities Management Measures" was announced. Zhuang Lieyong said, "This general plan, because of the very large scope involved, is mainly due to the role of a general principle. There are some restrictions on the terms. As long as these principles are met and the position (advertising property party) provides a certificate of conformity, Generally, the approval document can be obtained.†Huang Minen, the key project department of the Guangzhou Urban Planning and Design Institute, mentioned in the discussion that when formulating the outdoor advertising plan, it should be divided according to the environmental location characteristics, commercial grade and building nature of Guangzhou. Different policy levels, such as key setting areas, moderate setting areas, strict control areas, and prohibited setting areas, from loose to severe, adopt different measures to regulate outdoor advertising settings.
Zhuang Lieyong believes that outdoor advertising cannot be regarded as a kind of commercial behavior, but should establish a clear direction in the overall planning of the city.
"If the planning is designed and the rules of the game are clearly defined, the market can still be more perfect," he said.
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