Industry Frontier
The Year of the Rabbit is off to a good start, consumption is booming, many cities ushered in new highs in various data, and business districts in various places are bursting with vitality, adding new year splendor to the development of outdoor LED screens.
New Year’s consumption is hot “opening”
On the fourth day of the Lunar New Year, when Shanghai was hit by a cold wave, the lowest temperature dropped to minus 5°, but the shopping districts such as Nanjing Road Pedestrian Street were crowded with people and bustling.
Near the large outdoor LED screen on Nanjing East Road in Shanghai, there was a constant stream of people coming and going, and the relevant streets even implemented flow-limiting measures because of the crowds.
According to the latest high-frequency indicators such as the “Consumption Heat Index of Offline Business Circles” released by the State Information Center, the prosperity index of China’s retail industry in January 2023 was 50.3%, ending the previous decline and rebounding by 1.6 percentage points from the previous month; including Beijing The indexes of all 83 cities, including key cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, have stabilized and rebounded, and the passenger flow in some cities has even reached a new high in three years.
Outdoor LED media exposure has steadily increased
Since the beginning of 2023, with the hot offline business districts, the outdoor LED large screens in key business districts have also achieved high exposure. According to Alipay data, Hangzhou Hubin Yintai in77, Hangzhou Wulin Business District, Changsha Wuyi Square, Changsha Pozi Street, Xiamen Zhongshan Road China City, Changsha Duzheng Street, Chongqing Jiefangbei, Chongqing Shancheng Alley, Nanjing Confucius Temple, Nanjing New Well-known business districts such as Jiekou are very popular, and the consumption growth rate ranks among the top ten in the country.
Outdoor LED large screens “take root and grow” in urban business districts, and continue to stimulate the growth of consumption. Landmark large screens, as “city facades”, are also continuing to promote the establishment of new consumption scenarios and create urban characteristic consumption formats.
Taking Nanjing Xinjiekou as an example, the renovated Jinling Giant Screen 2688 screen has refreshed a stronger “sense of presence” during the high-intensity crowd flow during the Spring Festival. A new wave of brand advertisements is constantly staged here, adding color to the business district and upgrading the consumption atmosphere. After nightfall, the change of TVC content also adds vitality to the Xinjiekou business district, presenting a magnificent city view.
In the new year, the growth of high-quality consumption will start rapidly.
The New Year is an important moment for the market and brands to show the power to upgrade products and services. In this New Year, consumers have responded to market upgrades by showing higher-quality consumption demand and consumption vitality. It is generally expected that the consumption potential in 2023 will continue to be released.
Brands’ attention to the return of urban people and the development of mainstream business districts have always been important reasons why outdoor advertising can continue to be favored by advertisers. New Year’s outdoor marketing helps brands establish a fresh and concrete brand image in the hearts of the audience, and can help consumers make higher-quality consumption decisions in multiple decision-making paths such as what and how to buy in the present or in the future.
Affected by the repeated impact of the epidemic in the past two years, it will still take time for residents’ consumption confidence and consumption willingness to recover, which requires the continuous output of the bursting energy of consumption scenarios. At this moment, we must pay attention to offline, create a sense of actual consumption, seize this opportunity, and fully release the consumption potential.
The good news that the New Year brings us is that the flow of people is moving, and the outdoor media has demonstrated a super-efficient communication mode in a special period, maintaining a continuous high exposure. It can be said that the outdoor LED large screen is on the front line, making a good start for the new year’s outdoor marketing.
Post time: Mar-15-2023