"Guangzhou Bus Culture ｜ Body Advertising ①" Xie Jun: Bus body advertisement witnessed a city development and change

Keywords in this issue: [Body Advertising]

Bus is a landscape of a city, and it is also a window for urban civilization. A smart and jumping body advertisement not only adds a beautiful stroke to the urban environment, but also shows the social, economic and human connotation of a city, and also witnessed the development and change of the city and cultural charm.

In this issue of Guangzhou bus text, professional professionals engaged in the design of body advertising, through their description of the humanistic landscape we used to be familiar with our lives, evoking people's common memories, and continuing the historical context of the city.

Xie Jun: The bus body advertisement witnessed a city development and change

Text/Yangcheng Evening News all -media reporter Ma Cantu/Interviewee provided

"If we don't keep keeping pace with the times, then we may be eliminated at any time!" Recently, Xie Jun, deputy general manager of Guangzhou Treasure Advertising Co., Ltd., admitted in an interview with Yangcheng Evening News reporters.

The new ideas lead the new era, and the new goal will start a new journey. As an exclusive company that operates Guangzhou Treasure (White Horse) Group's buses, Guangzhou Treasure Advertising Co., Ltd. has witnessed the brand charm of the thousand -year -old business capital with the development of the industry, and also witnessed the new achievements of Guangzhou's economic and social development.

Today, Treasure Advertising is stepping on the drums in the new era, playing an innovative movement, and fighting forward ...

Witness the development of the times and create a better future

In September of Golden Autumn, the reporter from the Yangcheng Evening News came to the 24th floor of Taikoohui, Tianhe District, Guangzhou, and walked out of the elevator. The red -bottom wall shape was inlaid with a pattern design of the "treasure advertisement". The five -star red flag is particularly dazzling. Entering the gate, various honorary certificates and plaques on the walls or hanging or placed, people feel the surging atmosphere of the company's high -quality development.

Xie Jun said that the best place to take pictures is the company’s gate, because red represents faith and victory

"Our treasure and bus body is particularly suitable for advertising!" Speaking of body advertising, Xie Jun is like a unremitting dream -chasing struggler -professional, persistence and wisdom.

The reporter learned that in August 2004, Guangzhou Treasure Advertising Co., Ltd. (hereinafter referred to as "Treasure Advertising") was officially established. It specializes in the full -body advertising business of high -quality buses. It is one of the strong bus media operators in Guangzhou.

At the end of 2009, Australia's Australian Star Co., Ltd., which belongs to the Australian Network Media Group, conducts partial equity mergers and acquisitions on Treasure Advertising. Therefore, the company became the first foreign -funded Chinese -foreign cooperative advertising company in Guangdong at that time.

Xie Jun said that buses are advertising as a "image spokesperson" of a city. Compared with other outdoor media forms, it has the characteristics of "active and active" in spreading methods. For example, the buses are made into a "flowing civilization classroom" that is transmitted to civilization, quality, and harmonious, so that civilizations "flow" in the city and further brighten the background of the city's civilization. Due to the extensive flow of urban public transportation, the active appearance, and the large number of people, the effect of buses' advertisements is significant among the many forms of advertising.

As a thousand -year business capital, Guangzhou is inherited from the veins and is prosperous. In July 2021, Guangzhou City was approved to carry out the cultivation and construction of international consumer center cities. As the only non -municipal cities and South China cities in the first batch of international consumer cities, Guangzhou's consumption level, consumption quality, gathering global consumption resources, leading new trends in international consumption, and building a new consumer system have been fully affirmed.

This new honor contains the huge vitality of Guangzhou as a millennium business capital, and has witnessed the growth of Guangzhou's business in the past 10 years. Xie Jun believes that the prosperity of the business industry has brought a strong consumer market, and the thousand -year -old business has been brilliant, which has always been an important position for brand promotion. Development and strength have always been our core idea. "

Clear goals, firm confidence, show the competitive wisdom and feelings of treasure advertisements, and eventually become the tide of the times. As of September 2022, the company has served many well -known domestic and foreign enterprises, especially with major banks and broad banks. Pharmaceutical Group, Shangpin House Products, Dinghu Mountain Spring, etc. remain closely cooperating. For example, "Red Apple Furniture", which was founded in Hong Kong in 1981, established a production base in Shenzhen in 1987. It has developed as one of the large Chinese furniture enterprises in China.

Xie Jun proudly told reporters: "We are like heroes. At first sight, the" Red Apple Furniture "brand promotion has been launched in the buses in Treasure Company since 2012. This year is the 11th year. We cooperate well. Not only do you witness the development of the times, but also hope to work together to create a better future. "

Xie Jun (middle) study advertising design with colleagues

Bus body advertising highlights the unique cultural heritage of the city

Modern cities, high -rise buildings, people are like weaving, roads are vertical and horizontal, and their vision is limited. When the bus was driving on the bustling streets of the city, it inadvertently became the focus of the public's attention, and then became the "fragrant" of outdoor advertising.

"The earliest domestic bus advertisement is a banner advertisement." Xie Jun said that in the early days of reform and opening up, bus advertisements only hung banners on the buses and printed advertisements. Tied to the door or handle.

At that time, the body advertisement almost couldn't talk about design, let alone beauty, and only played a simple publicity or information transmission role. Around 1985, hand -drawn advertisements formed from the improvement of banners became the main form of body advertising at that time. In order to attract advertising customers, fix the wooden board or glass reinforcement board on both sides of the body, draw the advertising content by hand -drawn, or draw the advertisement content directly on the body. Xie Jun said that from the perspective of the industry's development, the expression and production methods of bus advertising at that time were considered rapid progress, "but there are many problems, such as the long production period, the effect of the advertising screen depends on the technology of the painter. More importantly, the more important thing is that it is more importantly. , Due to the great impact of the weather, the screen is prone to fading and dirt loss. The actual effect cannot fully meet the needs of advertisers. "

The wheels of time rolled forward. In the moment, in 2000, the inkww vycelonia was introduced to the country. At first, due to small equipment, high production costs, and not great response. Later, with the popularity of inkjet equipment, the production cost of the inkjet screen was greatly reduced, so the inkjet painting began to be widely used on bus advertisements.

The inkwwing technology is rich in color and the picture is delicate and real. Even the printed complicated patterns, characters, and renderings are not effortless. Therefore, the form of bus advertising has changed. The production form has changed from hand -drawn from the display board to paint+inkjet picture. It uses a simple background to make paint, and the characters and enterprise products use the jet surface. "The buses of the buses are colorful, the picture is realistic, the picture can be restored and enlarged the details of the product, which caused a sensation at the time, and the industry also entered a new period of development." Xie Jun said.

With the continuous development of the inkjet process, the inkjet tape can perfectly fit the different models. The buses' body advertisement no longer uses paint on the paint, but is a full tile. Due to the level of process, the early adhesive screens have poor fit. For a period of time, different degrees of screen damage will occur, which will affect the appearance of the car.

Later, with the improvement of the technical technology, the removal of glue -back material is now significantly improved, which has significantly improved the fit and durability. Whether it is color or intact, the body advertisement can withstand the changes in the four seasons, sun and rain.

As a necessary traffic choice for social life, people see it every day that the rivers flow in the city are endless, and the vivid and perfect visual image, so the communication effect is good, which is favored by major businesses and enterprises. Xie Jun believes that it is not an exaggeration to compare the bus advertisement to the city's "image spokesperson". It not only beautifies the road landscape of the city, but also shows the unique cultural heritage of a city.

Moving forward, the future can be expected. Top bus advertisements have gone through the rapid development of decades. With the diversification of green travel and media forms, new media communication forms bus advertisements a very penetrating outdoor advertising media.

Today, with the rapid development of the Internet, although the body advertisement has been impacted, the bus advertise itself is favored by Internet brand customers. Essence

Xie Jun said that as a more special form of urban advertising, the brand propaganda of bus body media advertising, the targetedness of consumer groups, and the attention of advertising screens are one of the most intuitive and effective media to establish connections between brands and consumers.

Treasure Advertising Design "I Love You China" body advertisement

Face the industry challenge and reshape the new advantage of development

The development of the industry is changing with each other, and the pace of Guangzhou's urban development and business renewal has never stopped. Looking back on November 12, 2010, the 16th Asian Games was grandly opened in Guangzhou. At that time, the three "Asian Games through traffic" of the three rounds of round -trip rounds shuttled through the two places of Sui Port and spread to the Guangzhou Asian Games in Hong Kong, Shenzhen, Dongguan, and Guangzhou along the way. Essence

It is worth mentioning that with the opportunity of the Asian Games, Guangzhou not only makes the city's appearance more beautiful, but also allows the city's economic, cultural strength and comprehensive competitiveness to move towards higher goals. According to reports, at that time, the combination of the needs of the Asian Games with the development of the Asian Games with the development of urban development allowed the urban skeleton to reasonably reconstruct the city skeleton, fully stretch the urban development space, and the urban productivity layout can be scientifically improved.

Time is stunned, and the years have passed. With the rapid development of the city, Guangzhou's comprehensive strength has jumped to a new level. In 2019, with the implementation of the "Outline of the Development Planning of the Guangdong -Hong Kong -Macao Greater Bay Area", the strategic positioning, development goals, and spatial layout of the Greater Bay Area made a comprehensive plan, marking the entry stage of the Guangdong -Hong Kong -Macao Greater Bay Area.

Over the past three years, Guangzhou has accelerated the pace of cooperative development of the Greater Bay Area and condensed strong centripetal force. In this hot soil of the Greater Bay Area, every day, the entrepreneur is to perform the struggle experience of entrepreneurs to enter the construction of the Greater Bay Area and integrate into the development of the country, and continue to write "the story of spring".

In fact, in the past 10 years, it is also a period of rapid development of treasure advertisements. The company has obtained the first -level advertising qualification enterprise in Guangdong Province, the Guangdong Province's contract with the contract, the first -level advertising qualification enterprise in Guangzhou, the top ten advertising enterprises in Guangzhou, and one of the most influential companies in urban bus media. With the acquisition one by one, the achievements are updated, and the growth data is changed. What does not change is the company's development.

In early September 2022, the China Development Research Foundation and PricewaterhouseCoopers jointly released the report of "City of Opportunities 2022". The report pointed out that Beijing, Shanghai, Shenzhen, and Guangzhou are still the four cities with the strongest development and comprehensive strength, and have shown leading advantages in each observation dimension. Among them, Guangzhou, as a national central city, has performed well in terms of intellectual and technological innovation, hub cities, and people's living standards. Among the 10 dimensions of evaluation standards, Guangzhou has been in intellectual capital, technology and innovation, important cities, and cultural culture, and cultural culture, respectively. The top three with life rankings. The data also shows the leading role of Guangzhou as the core engine of the Guangdong -Hong Kong -Macao Greater Bay Area regional development.

Especially in the past two years, in the face of complicated and severe epidemic challenges, Guangzhou has always regarded development as the first priority, scientifically coordinated the epidemic prevention and control and economic and social development, and the development of vitality and toughness has been continuously enhanced.

Xie Jun said that the development of a city is closely linked to the industry. She said that through bus advertising design, it will strive to make the mobile advertising scene into a "landscape line" of the city, so that it can better integrate into the city environment, set off the urban culture, and reflect the urban connotation.

Chunjiang water is warm, see a little knowledge. "From this epidemic, compared with other cities, the effectiveness of urban management in Guangzhou is recognized by the society." Xie Jun said that the treasure advertisement implemented the local epidemic prevention policy while actively transforming and innovating, and actively cope with the impact caused by the epidemic situation. And challenge, survive and develop in adversity. For example, in May 2021, the award -winning works "Coca -Cola", "Ronghua Moon Cake" and "Dinghu Spring" in the National "Golden Bus Bus Advertising Marketing Grand Prix", as well as from 2021 to 2022, at the Guangdong Advertising Creation Competition The award -winning "I love you, China", "Wen's milk" and "Pearl River Beer" are representative works of successful breakout of body advertisements during the epidemic, praised and praised by the industry.

However, it is more difficult to be brave; Treasure Advertising faces the industry's challenges and difficulties, seize opportunities, strives to move forward, and realizes the company's development to a new level. Today, Treasure Advertising has developed into the head of China Bus Advertising. At the same time, Treasure Advertising is striving to promote the exchanges and docking of China and foreign bus advertising corporate resources and corporate culture, with the help of the development opportunities of my country's "Belt and Road", strive to connect with international accommodation in China, spread the culture of Chinese bus advertising companies to the culture of China to the Chinese bus advertising enterprise to all around the world.

(The planning report of "Guangzhou Bus Culture" is original content, and the copyright belongs to the Yangcheng Evening Newspaper. Without authorization, it shall not be reproduced.)

Source | Yangcheng Evening News • Yangcheng School

Planning | Sun Aiqun Liu Yun

Coordinated | Liu Yun Yanyi

Responsible editor | Shi Peilin

Poster | Cai Hong

School pair | Peng Jiye

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