On the afternoon of February 16, the 2022 annual work conference of Shanghai Poster Industry Group was held in the group headquarters building. Li Yun, secretary of the party committee and president of the group, made a work report entitled "Taking the lead in bursting out the determined light and strength".
Li Yun pointed out in the report that with the joint efforts of all the reporters, the Group has delivered wonderful answers in the past 2021 from four aspects, such as highlighting the guidance of mainstream public opinion, highlighting the drive of cutting-edge science and technology, highlighting the integration and development of undertakings and industries, and highlighting the overall leadership of the party. The Group's operating income and net profit achieved "double growth" in 2021. In terms of the total economic scale of the national newspaper and periodical publishing group, the reporting group continues to rank first.
Striving for a new era and a new journey, how can the Poster Industry continue to write a new legend of media integration? In the report, Li Yun conducted in-depth analysis and judgment on the "uncertainty vs certainty" of the media industry, and put forward the work goals of "two more focused" in 2022: focusing on the overall national strategy and the overall development of Shanghai, keeping the right innovation, focusing more on the "red line" and "main line", promoting the deep integration of the media to a higher level; focusing more on the "new track" and "new kinetic energy", and promoting the high-quality development of the group's business and then innovating the bureau.
Review of 2021: Operating Income and Net Profit Achieve "Double Growth"
Looking back at the work results in 2021, the report group achieved "double growth" in operating income and net profit in 2021, of which the total revenue increased by 16.6% compared with 2020. In terms of the total economic scale of the national newspaper and periodical publishing group, the reporting group continues to rank first.
Li Yun introduced in his speech that in 2021, the reporting group highlighted the guidance of mainstream public opinion and celebrated the centenary of the founding of the party with high-quality works. The media under the group grasp the main tone of propaganda, build a solid ideological main position, and continue to create a number of influential and influential media products, only the centenary of the founding of the party, the total number of times the network has been disseminated more than 10 billion times.
By the end of 2021, the Group has a total of 319 ports in various new media forms such as website, client, Weibo, WeChat public account, mobile newspaper, etc., covering more than 774 million users. Short videos, H5, news creative posters and other integrated production, innovative expression results are fruitful.
In the past year, the reporting group has highlighted the integration and development of business industries, and the innovation income has continued to enlarge. From the data point of view, the Group's new media business revenue in 2021 increased by 10.34% year-on-year, and the proportion of new media revenue in the Group's main media business revenue reached 64.31%. The income structure is more optimized. The revenue of innovative services such as content ecological services, copyright content services, content distribution transaction services, and financial information and data services in the media industry chain increased by 29.43% year-on-year, significantly leading the group's main revenue growth.
Outlook 2022: Take the "Media Hussar" as the starting point to activate the production of media content
The cities of the future must be prosperous because of the digital economy. Every traditional industry has the opportunity to become a new type of digital technology-driven industry, but the harsh reality is that if you don't revolutionize yourself, others will definitely come in and subvert you.
Li Yun said that combined with the media industry, our basic judgment is that the development of media integration is entering the second 10-year cycle. With a new round of digital technology changes and the incubation of a new generation of digital terminals, digital technology innovation is becoming an important driving force for changes in media ecology and communication pattern. The new round of digital technology reform is a brand new stage after the development of media integration has gone through the two technical stages of PC Internet and mobile Internet.
"Being the first to find certainty in the midst of uncertainty is a test and a requirement for us." Li Yun proposed that the reporting group put forward the "two more focused" work goals in 2022: focusing on the overall national strategy and the overall development of Shanghai, keeping the right innovation, focusing more on the "red line" and "main line", and promoting the deep integration of the media to a higher level; more focusing on the "new track" and "new kinetic energy", and promoting the high-quality development of the group's cause and then innovating the bureau.
This year, in the news and publicity work, the media under the reporting group should focus on making special highlights: for example, Jiefang Daily highlights the authoritative ideology, and launches a series of videos on the practice of the general secretary's governing philosophy in Shanghai. Based on humanistic positioning, Wen Wei Po will do a good job in the "Reasons to Love Shanghai - Urban Soft Power Telling Series". Xinmin Evening News continued to publicize Shanghai's new measures and achievements in increasing the protection and improvement of people's livelihood, and launched the "Overseas Employees Look at China" 100-set media products. The Paper explores the establishment of a global shooting system and creates a global fact-checking platform "Surging Mingcha".
"Fusion Media Light Cavalry" is the first guiding project launched by the group in 2022, empowering the vast number of editors and editors to change to "one specialty and multiple capabilities", recording the era with new weapons, transforming the planning ability and observation perspective of text reports into lens language, and creating an "iron army" of fusion media that can write with a pen, speak to the mirror, and shoot with a function.
This year, it is necessary to take the "media light cavalry" as the starting point to activate the production of media content and create a number of media integration "terminal products" with weight, depth and communication power. Stimulate new vitality in content production, promote media to practice actual combat on a larger scale in major battles such as the 20th National Congress of the Party, the Two Sessions of the National People's Congress, the 12th Municipal Party Congress, and the Fifth Ciie Expo, and seize the new track of integrated reporting. Strive to create a new path of video transformation, replicable and promotion of text journalists through the practice of the whole year.
In addition, this year, the reporting group will vigorously implement the "fusion media studio" plan to stimulate the "source of living water" of content production and build a new ecology that adapts to the law of Internet communication. For example, Jiefang Daily should develop a news original image system and establish two full-process production lines for documentary original video production and hot news aggregation and distribution. Wen Wei Po wants to create a "Wenhui Video" humanistic short video creation matrix. Xinmin Evening News should focus on the "Xinmin Help Nong" media series products with live broadcast and video as the main form. The surging news should increase the production capacity of original short videos, exert efforts on medium- and long-term videos, and accelerate the construction of a "surging system" content ecology. The morning newspaper should take the thoughtful App as the main body, the morning number matrix and the Chenjia service product group as the two wings to create a digital content provider and a people's livelihood consumer service provider. Shanghai Daily should further deepen its overseas social media platforms and refine its own communication channels.
Li Yun said that it is necessary to strengthen the first-mover advantage of the layout of intelligent media. Focus on the direction of artificial intelligence-assisted content production, visualization, copyright protection, database, intelligent algorithm, digitization of cultural and tourism resources, etc., and continue to iterate on the basis of the existing layout. Such as Jiefang Daily intelligent auxiliary creation system, Wen Wei Po user behavior analysis system, Xinmin Evening News intelligent error correction robot project, Oriental network blockchain copyright management platform, surging algorithm and Qingqiong content risk control platform, interface financial association News Xingmin financial database platform, etc.
Under the premise that the total amount is "stable", the core indicators should "advance" against the trend
In 2022, under the premise of "stability" of the total amount, the reporting group should "advance" against the trend and improve quality and efficiency on the core indicators that are most valued such as the growth rate of innovative revenue and the proportion of structure.
With the two major new media platforms as the engine, we can better play the role of the market mechanism. The Paper wants to complete the B round of financing and accelerate the construction of an all-media content provider with global influence and a content ecological service provider in the whole industry chain. Promote the optimization of the governance system. The Interface Financial Associated Press should promote strategic node goals such as listing, and create a benchmark for the influence of new financial media and a new type of financial service provider. Consolidate the leading position in the national financial media, and better serve Shanghai's national strategy of building an international financial center. The two major new media platforms should seize the window period and actively promote cooperation in external special management unit projects.
In 2022, the Reporting Group will take the Reporting and Media Valley as the benchmark to gather the Group's new media resources, absorb core TMT industry projects, and introduce Internet media "head enterprises" to create a whole industry chain ecosystem covering the production and dissemination of Internet content, and better serve the integrated economic development of the Yangtze River Delta region. It is necessary to continue to optimize the reporting, chuanyuefang, reporting · IMC, ReportIng Suhefang and other cultural industry parks will promote key projects such as the upgrading and transformation of Lingang Science and Technology Innovation Center, the upgrading of Xinhuayuan and the landing of Xinhuayuan Qingpu Branch, explore the new park operation mode of "culture + park + media", and form a digital, three-dimensional and ecological park industrial development strategy.
Make every effort to dock the layout of urban cultural brand building. Launch the "Xinhua Cultural Creation" brand and enhance brand awareness in strategic cooperation with Xuhui, Hongkou and Qingpu Districts. Expand the total revenue of the cultural and creative industry, continue to run the China Shanghai International Children's Book Fair, deepen the art training cooperation of the China Welfare Association, enhance the influence of IP, and create a children's cultural and artistic industry exchange platform with international influence. Help the construction of Shanghai Design Capital, promote cooperation with internationally renowned fashion design institutions, and develop cultural innovation increments. Formed the "Xinhua Growth Space" space management series brand.
Create a new space for urban cultural consumption. Complete the layout adjustment of Xinhua Media Bookstore, with the layout of "5+5+1+N" bookstores as the core, explore the digital upgrading of community bookstores "City Bookstore", focus on promoting the transformation project of Shanghai Book City, complete the site selection and reconstruction of the four major book cities in the central urban area, and fully promote the construction of projects such as the five new city flagship stores of "Jiangnan Bookstore", the "Courtyard of Jiangnan Bookstore" and "1927 Lu Xun and Neishan Memorial Bookstore" of Chuanyuefang to create a new landmark of urban culture.
Relive the "Tao ZhengSheng Yuan", extraordinary years should have extraordinary efforts
The enterprise spirit of the reporting group is four words - "the road is right and far away". "Tao" refers to the original source and original intention, and "sound" shows the responsibility and mission. Li Yun stressed: The past eight years have been eight years in which the Poster industry has overcome thorns, overcome difficulties, and revolutionized the past. Today, in the face of new situations, new changes, and new challenges, and revisiting the four words of "the right way and the sound of the distant future", we must put forward higher requirements for ourselves:
We must always be exuberant, full of passion, creative, and courageous to take responsibility, create and report new development legends in the new great era, and create long-term sustainable and irreplaceable core competitiveness; we must always adhere to the original mission, keep in mind why we started, carry forward the tenacity and hard work of "holding on to the green mountains and not relaxing", unswervingly strive towards the goal, never give up, and make long-term achievements; we must always strengthen cultural self-confidence, maintain strategic determination in the great changes, and let innovation be driven for a long time. Let creativity continue to flow, let creativity burst forth, and use the power of news to create a better life; we must continue to lead the majority of employees to think diligently and learn, move the classroom to the front line of integration and reform, and enhance the ability to view the overall situation, understand the overall situation, and seek great things; we must be a good and strong group platform, so that every employee can shine on the big platform, effectively enhance everyone's sense of achievement, sense of gain and happiness, and work together to create a new legend to report, while realizing the value of life and personal ideals.
The most important thing is talent. The initiative and creativity of talents need to be discovered, activated, and cared for. The reporting group requires the main force of the standard media era, the structural problems of the mainstream media talent team are still prominent, and there is an extreme shortage of composite talents in multiple fields.
Therefore, the Group should establish various types of talent resource pools to promote the full coverage of the chief position to the technical, operational, design and other professional fields. It is necessary to fully understand the characteristics and personalities of media talents that are different from other fields, be more people-oriented, actively innovate in terms of training concepts, training methods, management methods, etc., lead a large number of young backbones to grow rapidly, and build an incentive mechanism that reflects the value of innovative elements. It is necessary to further strengthen the building of a contingent of high-quality cadres. Practice and expand the reporting culture of "the right way and the sound of the voice" in the entrepreneurship of the officers.
Li Yun finally said that there should be extraordinary efforts in an extraordinary year. At the beginning of 2022, 50 "light cavalry" were reported to set an example for the whole group with practical actions! This kind of vigor, courage and ambition will be ignited and activated within the group like a spark of stars, and guide the majority of cadres and workers to embark on a new journey of media integration and development with a new posture. With such a screaming team, our development boom will not be reduced, the pace of progress will not stop, and the Poster industry will have the opportunity to continue to lead, embrace various external uncertainties, and take the lead in bursting out of certain light and strength.