Reporter | Tang Jun
Passengers who often take the high-speed rail may notice that there are more and more advertisements on the high-speed rail. In addition to advertisements displayed on the planes such as body, table boards, luggage racks, etc., the form of "naming" is also becoming more and more common, and such broadcasts can often be heard: "XX naming high-speed rail train has departed."
Recently, YTO purchased the naming rights of a whole train of high-speed rail. On January 13, the "Yuantong Express" high-speed railway departed from Shanghai and headed for Ganzhou.
Yuantong told Interface News that the title high-speed rail is mainly to show the brand image of the Hangzhou Asian Games and YTO Express through the channel of "China's high-speed rail".
The train will be put into a number of high-speed rail lines connecting Beijing, Shanghai, Hangzhou, Nanjing, Wuhan, Chengdu, Xi'an and other key cities. YTO can not only reach passengers through advertisements placed on the train, the act of "naming high-speed rail" itself is also an excellent marketing material, and a number of logistics industry media have reported on the naming of YTO, increasing brand exposure.
Interface news inquiries found that the enterprises with the title of high-speed rail are mostly from liquor, tea, electrical appliances, home decoration, tourist attractions and other industries facing mass consumption.
A person engaged in high-speed rail advertising and marketing told the interface news reporter that in addition to enterprises, cities are also large customers of high-speed rail advertising, especially tourist cities, which are usually responsible for the local cultural and tourism bureau.
Interface News inquiry public information found that in January 2022 alone, there were guiyang, Phoenix, Huaihua, Ganzhou, Huangshan, Ruijin, Heyuan, Shengzhou and other cities named high-speed rail trains debut.
High-speed rail is naturally related to travel and tourism, and these cities are named high-speed rail, which can improve the visibility of the city and drive the development of tourism.
On December 10 last year, the Ganzhou-Shenzhen high-speed railway was opened; on January 14 this year, the "Ganzhou Shiquan Shimei Shicheng" high-speed rail EMU was sent from Ganzhou West Railway Station. Zhang Xiaochuan, county magistrate of Shicheng County, Ganzhou City, believes that the named high-speed rail will become a mobile business card and mobile culture corridor that shuttles between Ganzhou and Shenzhen, better publicize the characteristic cultural tourism resources of Shicheng, and further enhance the popularity and reputation of Shicheng cultural tourism.
An important purpose of urban propaganda is to attract foreign passengers. Shannan, Tibet Autonomous Region, previously chose the route from Shanghai to Guangzhou when naming the high-speed train, passing through Zhejiang, Jiangxi, Hunan and other provinces. Shannan Tourism Development Bureau said that through the naming of high-speed rail trains, the beautiful scenery of Shannan will be transmitted to all parts of the motherland, helping Shannan's tourism brand upgrade and reputation to enhance.
How much does it cost to name a high-speed train?
Interface news reporter consulted a high-speed rail advertising agency as a customer, he told reporters that the high-speed rail title is divided into large title and small title, the big title includes voice broadcast + running horse information screen + glass door sticker + pillow towel + table sticker + poster + luggage rack color sticker a total of 7 media forms, small title includes voice broadcast + running horse information screen + glass door sticker 3 forms of media.
The quotation provided by the agent shows that the price of the big title is 1.8 million yuan / quarter, and the small title is 500,000 yuan / quarter, both of which are three months from the investment, and the discount is 1-2 discount. That is to say, the price of the big title in the first quarter is about 200,000 or 300,000 yuan.
In addition to purchasing the title package, advertisers can also choose to deliver separately, such as only the external body color sticker, about 800,000 yuan a year; only the pillow towel media, the price is 50,000 / column / month.
The person said that the specific prices of different lines are different, and they need to be reviewed by the railway bureau before they are launched, and the railway department will control the advertising content, both to consider the needs of the brand side, but also to consider whether it is in line with the image of the railway itself and the acceptance of the public.
The person also mentioned that the "Harmony" train can run all forms of advertising, and the "Fuxing" train can only put pillow towels, table stickers and posters, and cannot add color stickers to the body. The railway department wants to protect the brand value of the "Fuxing" itself, and does not want external body advertising to cause interference.
In addition to high-speed trains, the train station is also full of advertising space. The above-mentioned high-speed rail advertising agencies revealed that large high-speed rail stations usually have hundreds of screens to advertise, such as Chengdu East Railway Station has more than 200 advertising screens, and the price depends on the size and location of the screen.
How much does railroad advertising earn each year? The financial report released by the State Railway Group only has brief financial data, and does not disclose the specific revenue structure, but from the listed company Beijing-Shanghai high-speed rail (601816. SH) can be seen in the detailed financial report.
The Beijing-Shanghai high-speed railway adopts the mode of entrusted operation, and its financial report shows that in 2020, the commercial asset use income of the Beijing-Shanghai high-speed railway and the Shanghai Bureau, beijing bureau, Jinan bureau and two other advertising companies of China Railway totaled 209 million yuan, while the commercial asset use income in 2019 was 195 million yuan. It can be found that although the epidemic occurred in 2020, the advertising revenue of the Beijing-Shanghai high-speed railway has increased.
The operating income of the Beijing-Shanghai high-speed railway in 2020 is 25.238 billion yuan, and the proportion of commercial advertising revenue is not high in general. But for China's railways, which are losing money overall, it is crucial to broaden the source of revenue as much as possible. The Beijing-Shanghai high-speed railway also said that it will actively study and explore the business model of commercial assets at the station.