In the vicinity of Zhenru Town Street in Putuo District, there used to be such a "people's livelihood depression", with backward industrial structure and sluggish economic development. Nine years later, in this mud, the "hope" for the development of Putuo's digital advertising industry has grown.
As a benchmark demonstration area for Shanghai's digital advertising industry, in recent years, Putuo has taken advantage of digital transformation to seize new tracks, develop the digital advertising industry, and set off a boom in the digital advertising industry agglomeration with the digital advertising industrial park in the region (hereinafter referred to as the digital advertising park) as the carrier.
Reliable policies to build a stable platform
How to plant the sycamore tree of the "Digital Advertising Industrial Park"?
"Policy guarantee is the 'root', talent training and introduction are 'soil', and industry exchanges and cooperation are 'water'. The three support each other and work in the same direction to help create a 'distinctive' highland for the development of Putuo's digital advertising industry. The relevant person in charge of the Putuo District Culture and Tourism Bureau introduced.
In April this year, Putuo District issued the "Implementation Plan for Promoting the High-quality Development of the Digital Advertising Industry in Putuo District", integrating inclusive policies and special policies in the district's "3+5+X" policy system, including a total of 10 support methods and 22 specific measures, covering upstream and downstream links such as industrial agglomeration, industry exchanges, talent team construction, and financial services.
The high-quality development of the economy is inseparable from professional talents, and this is especially true of the digital advertising industry. To this end, Putuo District reached a consensus with the School of Journalism of Fudan University, the School of Communication of East China Normal University, the School of Journalism and Communication of Shanghai University, the School of Film and Television Media of Shanghai Normal University, and the School of New Media Art of Shanghai Institute of Visual Arts, and signed the "Strategic Cooperation Agreement on Talent Training". Wang Hongxing, deputy director of the Putuo District Bureau of Culture and Tourism, said: "In the future, the park will rely on the resources of colleges and universities to build a talent training base, explore a new model of industry-university-research cooperation, give priority to providing excellent graduate resources for the region, empower the construction of the talent training system in the park, and promote the park to become a talent cultivation place for the digital advertising industry." ”
In the recent Shanghai International Advertising Festival, Putuo District Shuguang Park as a branch venue, successfully held the University Advertising Education Dean Forum, the International Short Video Exhibition, and was awarded the "Shanghai Digital Advertising High-quality Development Innovation Case (Promoting Industrial Cluster)", during which the "Shanghai International Advertising Festival Organizing Committee" and "Shanghai Advertising Association" officially settled in the Shuguang Park; this year, the second Shanghai International MCN Conference and Quality Life Festival was upgraded to attract more than 1,500 professionals to participate in the conference. More than 20 MCN institutions participated in the exhibition, covering about 32 million people.
The full-chain support policies and high-quality platforms continue to stimulate the innovation vitality of Putuo's digital advertising industry and help the transformation of the digital economy take off. According to statistics, in the first three quarters of this year, the advertising enterprises in Putuo District achieved revenue of 20.221 billion yuan, a year-on-year increase of 29.6%, ranking fourth in the city. It can be said that with the strong support of high-quality enterprises, industry branding and government policies, digital advertising has become a branded, characteristic and professional regional "industrial business card" in Putuo.
The "head" enterprises are concentrated, and the cluster effect is highlighted
Walking into the real realm, there are commercial and office buildings lined up one after another, parks, apartments, and shopping malls are scattered, and Shuguang Park is also located here. The park is composed of two parts: the core area is the real project, and its public space is located on the 12th and 16th floors of Hongqi Center, with a construction area of 40,000 square meters. After the core area is initially formed, it will further break through the limitations of physical space, actively explore the radiation extension of service space, development space and policy space, and the model of "one park and multiple districts" to form a brand effect.
Up to now, there are more than 1,000 digital advertising main business enterprises in the park, gathering a number of industry leading enterprises such as Drama Star Media, Leo Digital, Kuaishou Magnetic Engine, Yuanlong Yatu, Feishu Shennuo, etc., covering all fields of the industrial chain such as new media platforms, MCN institutions, and integrated marketing platforms.
Under the influence of the "head" agglomeration effect, high-quality enterprises such as Chusong Culture, Changxin E-commerce, Jansi Brand Management, and Xiangshi Trade have landed successively.
"Before landing in Putuo Digital Park, we conducted a comprehensive evaluation of a number of parks in Shanghai from various angles, such as whether they are close to the upstream and downstream enterprises of digital advertising, whether they have a good business environment, transportation convenience, talent concentration, etc., from these perspectives, digital advertising relies on the unique policies and geographical location of Putuo District have unique advantages. Li Xinyuan, general manager of Shanghai Changxin E-commerce Co., Ltd., is full of confidence for future development.
The high-level industrial carrier also brings more possibilities for enterprise cooperation. Lin Qinglin, President of Qianma Network Operations, said frankly: "Settling in Putuo is to establish a new 'circle of friends' and strive to achieve 'circle-breaking' development. "In a sense, Shuguang Park breaks the space constraints. "In the past, the loose state of the advertising industry chain brought excessive communication costs between brands, agents and downstream agencies. Today's clustering of parks seems to be competitive, but in fact it is a tacit balance. First, as an agent, we also want to pay more attention to the development of downstream institutions, so as to better recommend them to the brand; second, the upstream and downstream are in one area, which can well improve communication efficiency and reduce communication costs, and business opportunities may be in the 'upper and lower stairs'. ”
"In the next step, Putuo will continue to build a 'gathering place for industrial elements, a place for leading enterprises to settle in, a place for well-known awards, and a place for professional talents', and leverage the innovation engine role of the 'Haina Town' digital transformation demonstration zone to provide digital advertising companies with a broad development space, an active communication platform, and strong technical support. Wang Hongxing said that Putuo District will take Shuguang Park as the starting point, continue to introduce high-quality enterprises, accelerate the construction of a talent system, actively plan brand activities, continue to optimize the business environment, and create a digital advertising industry ecology with core competitiveness and demonstration and leadership.