I. Concentration of enterprises in the industry
Looking at the top 50 companies in terms of turnover in 2015, the region is mainly concentrated in East China, accounting for 54%, among which Shanghai has a large number of companies, followed by North China, accounting for 16%, and the western region, accounting for only 4%, has a lower proportion. Overall, enterprises are mainly concentrated in East China, with little difference between North China, South China and Central China.
II. Analysis of sales concentration in industry markets
Judging from the size of the outdoor advertising market in the outdoor media industry, the market is mainly concentrated in four areas: commercial buildings, airports, buses and subways. Among them, the market size of commercial buildings accounts for a relatively high proportion, at 30.77%. The main reason is that shopping malls and other buildings have large LED screens, and the advertising area is large, which can accommodate many advertisements; subways account for 7.23%. The main reason is that subways in many cities in my country are still under construction, and the penetration rate needs to be improved.
III. Analysis of regional consumption concentration in the industry
The overall placement of outdoor media advertising in my country has shown a significant increase since 2004. Its rise was particularly pronounced in 2008 and 2010, when it rose by 65% and 32% respectively from the previous year. The amount of outdoor media advertising is directly proportional to the city’s consumption capacity. In terms of city level, Beijing, Shanghai and Guangzhou, as first-tier cities, are still the main destinations for outdoor advertising spending. In 2010, outdoor advertising in first-tier cities increased by 45%; outdoor media advertising in second-tier cities increased by 24%; and outdoor media advertising in third-tier cities showed little change. This shows that outdoor advertising spending is increasingly concentrated in first-tier cities.
In recent years, my country’s economy has maintained steady and rapid growth. Under the favorable macroclimate, the outdoor media advertising market has also shown rapid growth. In 2012, the number of outdoor media advertising media in my country became the second largest advertising media after television, and the overall advertising volume increased by 10%-15% compared with 2011.
In 2013, traditional outdoor advertising (excluding subways) saw a slight increase, while urban outdoor advertising continued to adjust on a large scale, and the fluctuation period continued. In the first half of 2015, the outdoor media market remained fiercely competitive, with traditional outdoor media and emerging forms of digital outdoor media each striving to find room for growth amidst competition and cooperation. Overall, the outdoor media market is moving steadily, but commercial building advertising and cinema video advertising are performing relatively well. In 2015, the market size of the outdoor media industry reached 51.66 billion yuan.