On May 10-11, 2023, the Railway Working Committee of the China Advertising Association (hereinafter referred to as the Railway Advertising Committee) organized 16 internal member units, 12306 network, and 14 external member units to hold the 5th General Assembly of the Railway Working Committee of the China Advertising Association and the Railway Advertising Innovation and Development Seminar in Chengdu. The meeting held a general election and discussed the current situation, existing problems, and development direction of the railway advertising market. The meeting minutes are as follows: 1、 The work report of the 5th General Meeting of the Working Committee of the China Advertising Association has been reviewed and approved, and a new leadership team and members of the working organization of the Railway Advertising Committee have been elected. 2、 During the conference, Chengdu Railway Culture Media Co., Ltd. gave a presentation on the theme of "; Building a Dream of Southwest Railway, Creating a Better Future Together; Series project promotion; Xinjiang Railway Tourism Development Group Co., Ltd. has created a theme titled '; Hand in hand for common development, gather strength for win-win and create the future; Recommendation speech. 3、 The Railway and Radio Commission invited Professor Tian Tao and Director Liu Hang from Zhongguang Rongxin Media Consulting Co., Ltd. to give special analysis and speeches on the development trends of high-speed rail media industry and the value evaluation system of railway media. 4、 Off road member units have had a heated discussion on the development process and existing problems of railway advertising industry, especially the factors affecting the development of high-speed railway advertising under the current situation. The key points are summarized as follows: One is railway advertising media resources The source transfer method is too single, and the advertising media prices deviate from the market, which is not conducive to the stability and sustainability of the railway advertising market operation. Secondly, due to the impact of epidemic control measures, local governments have more or less introduced corresponding policies to reduce advertising land occupation fees. However, railway bureaus have been slow to respond and have not been able to provide corresponding relief policies. Thirdly, the value of media needs to be cultivated over time, and the limited operating period increases the operating costs of the enterprise. Fourthly, the medical and health industries are the future trend, but the railway authorities prohibit the publication of such advertisements. The fifth issue is that the submission time is too long and the submission time is not fixed, especially during major holidays such as May Day, National Day, and Spring Festival, which are not allowed to be published, making it difficult to serve major marketing hotspots for customers and increasing the burden on enterprise operations. Sixth, the publication of high-speed rail videos is still in the stage of manual publication, and there is no exact publication time, resulting in the inability to guarantee the timeliness of publication. While pointing out the shortcomings, off road member units have also put forward some suggestions for the future development of high-speed rail advertising. Firstly, it is suggested that railway resource units establish a scientific media value evaluation system to avoid deviating from the market due to excessively high or low prices during resource allocation. This can also provide a basis for brand owners to conduct marketing budgets and effectiveness evaluations, which is of great significance for the healthy and stable development of high-speed rail advertising. Secondly, it is suggested to introduce corresponding reduction and exemption policies to realistically alleviate the operational pressure on advertising operators. Thirdly, it is suggested to have more flexible cooperation methods, including railway resource units investing in point assets and sharing profits with advertisers separately; Or it can be a high-quality customer business negotiation system, which classifies advertising cooperation agents based on their performance ability, overall strength, etc; Alternatively, joint ventures or project marketing can be adopted to complement each other's strengths, jointly operate, and explore innovative cooperation models, and appropriately relax the advertising operation period. Fourthly, we hope that the railway can strengthen its service awareness, further simplify and standardize the approval process, and make advertising operations more efficient. The fifth is the scenarization of media marketing. Currently, media communication channels are becoming increasingly fragmented, and we should keep up with the trend and promote the MAX mode of scenarios. We should use creative marketing that includes regions, themes, and experiences to bring passengers extraordinary experiences. The sixth is the artisticization of advertising, using sculptures, installations, displays, etc; Art” The technique of setting up advertisements is to make them no longer rigid, but interesting expressions, making them a scenery. The seventh is media specialization. In addition to brand promotion, media also needs to carry and convey the city's brand image, highlighting regional cultural characteristics. The eighth is the intelligentization of media, adopting world leading digital technology and working together with smart high-speed rail to create a new and modern“ A digital visual feast;. For economically underdeveloped city stations, especially those with a daily average of less than 600 passengers, it is better not to develop them as a whole instead of leaving them vacant for a long time after development. If development is needed, it should also be customized according to customer needs, such as theme high-speed railway stations. The tenth is to hope for cooperation and coordinated operation between the industry, and to jointly achieve the new goal of high-speed rail advertising development. Eleventh, we hope that the Railway and Radio Commission can provide opportunities for media, tourism, and business exchanges. 5、 Organized a visit to learn about the experience of Chengdu Railway Culture Media Co., Ltd. in corporate culture construction and integrated development of advertising culture. The railway advertisers in attendance had an immersive experience of Chengtie Media's various practices in building corporate image, planning cultural and creative brands and products with railway cultural core, and integrating multiple business sectors, leaving a deep impression on everyone. 6、 Enter one Step Hair Make good use of the existing information promotion platform of the Railway Radio and Television Commission; The role of railway advertising network as a network platform is to enrich relevant knowledge content such as laws and regulations, marketing ideas, and advertising cases. Gradually carry out the promotion and investment promotion of railway station and vehicle media on railway advertising websites, and promote the sales of idle media. 7、 Finally, the member units of the railway had in-depth discussions and exchanges on the development process and problems of high-speed rail advertising over the past decade, and proposed ideas for the future development of high-speed rail advertising: One reason is that the development of high-speed rail has limited benefits for advertising development, and the era of supply shortage has passed. This means that relying on an increase in media volume to achieve business development has become a thing of the past. Some regional market leaders have turned their attention to large screens in major commercial districts, and the enthusiasm for high-speed rail advertising has weakened. The second issue is the lack of pricing mechanisms for advertising media, which makes it difficult to convince advertisers. Thirdly, there is a certain lag and resistance in the development, construction, publication, and image approval process of advertising media. Fourthly, the development of railway advertising is unbalanced and insufficient, and the integration of advertising with digitalization and technology is not fully developed, without a unified strategic plan. My vision for future development: Firstly, I hope that the new Railway Advertising Commission can attract more emerging advertising companies and member units through extensive exchanges, achieving diversification and transformation of railway advertising. The second is to hope that organizations can learn from each other, enrich their marketing methods, and try the integration of advertising, shops, tourism, and other business models to achieve good business performance. Thirdly, we hope that the Railway Advertising Commission will call on relevant management departments and units within the railway to further simplify and standardize the approval process, and improve the efficiency of advertising release. The fourth is to organize various training and exchanges, guide railway advertising enterprises to carry out professional learning for all staff, set an example for leaders, and carry out market-oriented marketing work from top to bottom to better improve The marketing effectiveness of media. Fifth, we hope to further clarify the development direction of railway advertising, unify industry standards, promote the integration of big data and advertising in an orderly manner, and do a good job in macroeconomic regulation of major policies under the guidance of the Railway Advertising Commission. Sixth, the relevant railway bureau media companies shared successful cases and processes of effectively recovering accounts receivable through legal means, preventing and controlling risks and debts, which have strong reference and guidance value.       this time The conference was rich in content, concise and efficient, completed the election of the new president, organized seminars and discussions, promoted the participation of representatives to further understand the situation of the high-speed railway advertising media market, understand the problems existing in railway advertising, put forward positive and pragmatic ideas and suggestions, and guided the future development of railway advertising with important enlightening significance. The conference achieved Complete success. Scan the QR code for more information Special statement: Part of the public data collected by this website comes from the Internet. 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