The rapid development of China's high-speed railway has changed the lifestyle of a generation, and has also made economic and cultural exchanges between regions closer.
A few days ago, a girl took the high-speed rail to work across provinces every day, which triggered a discussion among netizens. Binbin (pseudonym), one of the post-90s generation, bought a house in Kunshan, Jiangsu Province, and worked in Shanghai. Every day she commuted to and from work by taking the high-speed rail and transferring to the subway. It takes more than 50 minutes for her to walk from home to the high-speed railway station, 17 minutes to take the high-speed railway, 20 minutes to take subway, and then 8 minutes to walk to the company. She spends more than 50 minutes in single commuting trip, which is even shorter than the time spend by some of her colleagues commuting in the same city.
From “Four Vertical Trunks and Four Horizontal Trunks” to “Eight Vertical Trunks and Eight Horizontal Trunks”
The crisscross high-speed rail network greatly shortens the space and time distance of major cities along the rail line, strengthens the connectivity between regions, and provides more choices and opportunities for young people's career planning. Many urban white-collar workers and high-end business travelers like Binbin commute to different cities by high-speed rail every day in metropolitan areas of Yangtze River Delta, Pearl River Delta and Beijing-Tianjin-Hebei.
As an important national infrastructure and popular means of transportation, railway plays a vital role in China's economic and social development. Since the first high-speed railway was put into operation in China in 2008, China's high-speed rail network of "Four Vertical Trunks and Four Horizontal Trunks" has been fully completed in more than ten years, and the high-speed rail network of “Eight Vertical Trunks and Eight Horizontal Trunks” is being densified. By the end of 2021, the total operating mileage of China's railways exceeded 150000 km; the operating mileage of high-speed railway has exceeded 40000 kilometers, ranking the first in the world.
According to China's national railway network planning, China's railway operating mileage will reach 165000 kilometers by 2025, of which the high-speed rail mileage will increase to 50000 kilometers. Efforts will be made to basically connect the main high-speed rail channels of "Eight Vertical Trunks and Eight Horizontal Trunks", and the high-speed rail will cover more than 95% of cities with a population of more than 500,000.
According to relevant analysis, China has built the global largest high-speed railway network, which has far more influence than the railway industry itself, and has also brought about the growth of industries such as high-speed railway media advertising and tourism, as well as the promotion for regional economic growth.
High-speed Rail Media Boosts the Accelerated Growth of Brands
As a leading high-speed rail digital media operator in China, Mega-info Media (301102.SZ) has been deeply involved in the industry for 15 years. It has formed media resource areas covering the high-speed rail arteries of "Eight Vertical Trunks and Eight Horizontal Trunks" such as Beijing- Shanghai High-speed Railway, Beijing-Hong Kong High-speed Railway, Railway Along Yangtze River and Land Bridge Passage as well as economically developed regions such as Yangtze River Delta, Pearl River Delta, circum-Bohai-Sea and Southeast Coast areas. Mega-info Media has independently constructed a high-speed railway digital media network with an annual passenger flow of more than 1 billion person-times covering 30 provincial administrative regions in China.
This is not only conducive to the rapid development of regional markets for advertisers, but also to the realization of cross-regional linkage communication; the mobility of high-speed rail can also be used to quickly establish coverage, build linkage between multiple markets, achieve nationwide coverage of media, and continuously improve the brand communication influence.
At present, it is the season for walnut ripening. The brand of "Ningguo Chinese Walnut" in Anhui Province has been upgraded by accurately launching the high-speed rail media at Hefei South Railway Station to achieve the remarkable upgrading of brand. On the one hand, in the regional selection, the provincial capital city is selected to effectively radiate the huge consumer groups in different "circles" among cities in Anhui Province; on the other hand, in the marketing node, the ads are released in the long period by covering the "National Day", "Harvest Festival", "Spring Festival Travel" and other passenger transport peak periods. Relying on the high mobility of a large number of traveling passengers, Mega-info Media will boost agricultural products to go out of Anhui, radiate the economic circle of the Yangtze River Delta, and communicate the brand "Ningguo Chinese Walnut" to all parts of the country and directly influence the target market.
According to relevant analysis, with the surging tide of "transportation power" and "new infrastructure" of high-speed rail, China's high-speed rail network will still maintain a high-speed development trend. The sustained and rapid growth of high-speed rail construction is ushering in a broader development prospect for the high-speed rail media advertising market where Mega-info Media is located.