Economic fluctuations call for necessary innovation in China's OOH space

黄卓颖（Abby Wong）

Unemployment rate is rising, the growth of total retail sales of consumer goods is slowing down, and liquidity is restricted. These adverse effects will continue. This has also led to ups and downs in media investment, especially outdoor media, such as cinema media, large-scale building media, etc. , Undoubtedly suffered heavy losses, but outdoor is actually a media field that has been brewing innovative forms for a long time. During the recovery of the overall economy, the marketing industry must first examine the changes in the surrounding environment before finding the next development opportunity in the outdoor field.

This article is part of a series on Spotlight China Focus: The Economic Repercussions of the "Long Epidemic" Era. Click to go to the topic page to read more about it.

Seeing the impact from a series of economic data

All parts of the world have been hit by the epidemic to varying degrees in the past two years, and the Chinese market has achieved relatively rare growth compared with other regions despite the headwind. The 2022 government work report sets the GDP growth target at 5.5%, and all provinces and cities strive to achieve it. However, the...

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