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Changning Realizes Full-coverage of Outdoor 5G Infrastructure by End of 2020
06/18/2020

Netizens were unsatisfied with a famous variety show, saying it “aired programs amid commercial breaks”; a talent show on an online platform printed the logos of all sponsors on the program’s cover, because it didn’t get enough media attention. As video contents users increased and consumer needs changed since the epidemic era, the advertising and media sector also met comprehensive changes in content, technology, channel and mode.

 


How to further get through industrial chain in this special era and nurture new opportunities in crisis? Recently, Changning established the first Party building alliance for the advertising and media sector in Shanghai. This alliance gathers resources from 18 enterprises, including Focus Media, China Eastern Airlines Media, BesTV and Iqiyi, and creates a new situation to benefit enterprises through Party building in this constantly changing era.

 


This alliance is established by Jiangsu Road Sub-district. It is the fifth Party building alliance in industry established by Changning apart from the Party building alliance for the aviation industry established by Chengjiaqiao Sub-district, the Hongqiao alliance for fashion and creative industry established by Hongqiao Sub-district, and the “Hongqiao Wisdom Valley” alliance for AI industry and the alliance for “Internet + Life Service” established by Huayang Sub-district. This new alliance has realized full coverage of Party building alliances for important sectors in Changning.

 


“We frequently held Party committee conferences since the Spring Festival holidays this year. We never held so many conferences for the Party committee before”, said He Kongyong, vice president of BesTV IPTV Technology Development Co., Ltd. Since the second day of Chinese New Year, staffs returned to their posts to update film and television contents for users who stayed at home due to the coronavirus epidemic. BesTV offers IPTV service in 31 provinces and cities nationwide, with more than 100 million users. The company also provides “Classroom in the Air”, an online teaching program to over 1.43 million primary and secondary school students in Shanghai.

 


Rapidly increasing needs for online video proposed new requirements for BesTV’s service capacity and explored huge opportunities for the company during the COVID-19 epidemic. “Our business always has close relations with Party building. Now the opportunity comes. We still need to follow a problem-oriented principle and unite with each other to seek joint development,” said He Kongyong. During the epidemic era, BesTV joined hands with Chenshan Botanical Garden and launched an online webcast titled “Cloud Moment in Chenshan Botanical Garden”. Botanists were invited to introduce rare plants to audiences online. Videos showing the beautiful scene in the park were aired online. In late March, when the Shanghai Fashion Week opened in the city, BesTV created airing channels for all platforms. More than 100 fashion brands showed their latest design through “Cloud Fashion Shows and Cloud Webcasts”. During the “Double Five Shopping Season”, BesTV joined hands with several districts in the city, e.g. Changning and Hongkou, and aired promotional videos for the shopping season in various districts.

 


“The COVID-19 epidemic makes us realize a fact that advertising is no longer a traditional mode of media. Intermediate links are decreasing from brands, factories to consumers. Internet drives up the arrival efficiency of opinions, and advertising media has more abundant channels than before,” said He Kongyong.

 

According to Zheng Lifeng, chief of the Party Working Committee of Jiangsu Road Sub-district, this Party building alliance for advertising and media sector aims to help enterprises quickly respond to market changes in a special era and explores opportunities for upper-stream and downstream enterprises to get smooth cycles of industry, market and socioeconomic development. Currently, Shanghai focuses on developing online new economy, constructing new infrastructure, boosting consumption and strengthening new driving forces of development. This alliance helps enterprises focus on intensive changes in urban economic and social structure and find surviving chance for enterprises on the industrial chain.

 

E-business or No Business

 

Recently, Takashimaya Shanghai signed a cooperation agreement with Shanghai Xianshijin Culture and Media Co., Ltd, a member of the Party building alliance for advertising and media sector. According to the agreement, Shanghai Xianshijin Culture and Media Co., Ltd will establish an online E-business system for Takashimaya and provide training to staffs, hoping to realize transformation of business from online to offline channel and boost consumption in the department store. During the Labor Day holidays, Takashimaya, a high-end department store from Japan that almost suspended business before, attracted “new fans” through around-the-clock online webcasts. Japanese food and the imported goods supermarket in the department store became hot topics among consumers.

 

The COVID-19 epidemic created two distinguishing features for Chinese consumers. Some consumers, with decreasing disposable income, show more concern for the sense of trust and sense of security of retail brands, while the high income groups show more concern for quality and style, and have more demands for goods and services conforming to their psychological satisfaction. “Online and digitalization are inevitable trends for all trades. The COVID-19 epidemic makes us understand a sentence more intensively: In the 21st century, an enterprise should focus on E-business. Otherwise, it has no business at all”, said Ji Hairong, executive director and CMO of Focus Media.

 

In the first quarter of 2020, sales on domestic retail market decreased by 25.3 percent, but brands realized unprecedented growth than before through online business. For example, the sales of Shiseido, a cosmetics brand, increased by 200 percent on the “March 8 promotion” on Tmall.com thanks to the discounts it offered and recovery of business in express delivery service. In the fast-moving consumer goods sector, though the growth was only -13.4 percent in the first quarter of 2020, O2O (online to offline) demands for food and groceries increased significantly. “The epidemic makes consumers’ opinions on brands change. Marketing and promotion approaches that brands made since the epidemic breaks out and new appearances they showed for embracing new situation are all the keys for grasping opportunities and attracting consumers”, said Guo Junxin, CCO of China Media Service Line, Dentsu Aegis Network.

 

In 2019, China Telecom Shanghai has signed a “5G + New Media” strategic agreement of comprehensive cooperation on media business with Focus Media. According to Zhu Lixia, the western area’s telecommunications bureau will actively engage in 5G “new infrastructure” projects. Currently, it has finished construction for about 400 5G base stations. By the end of 2020, more than 600 5G base stations will be constructed, and all outdoor areas in Changning will be covered by 5G signals.


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