The advertising industry is an important part of modern service industry and cultural industry. It plays an important role in guiding consumption, expanding domestic demand, promoting economic growth and driving social and cultural development, serving as the “barometer” of economic development. In recent years, Wuhan Municipal Government took advantage of the situation to spare no effort to build “five cities” and the National Innovation Center. Wuhan Administration for Industry & Commerce focuses on the government’s central task and fully performs its duties to take promoting innovative development of the advertising industry as the new starting point and new highlight to drive local economic and social development and pay attention to real practice and solid work, achieving remarkable results. On December 6, 2015, the municipal government issued Opinions Supporting Innovative Development of Advertising Industry in Wuhan (WZ No. 59 [2015], hereinafter referred to as the Opinion), providing policy support for promoting the implementation of advertising strategy in the city. By the end of 2015, the city’s advertising operating income reached 10.102 billion yuan; by the end of October 2016, the number of advertising business operators in the city reached 40,800.

I. Guide the construction of the park and do a good job in functional orientation to promote agglomeration development of advertising industry

In June 2012, the Hanyangzao Culture Creative Industry Park led by the Administration was approved as the national advertising park pilot project under the strong support of the municipal government, and also obtained the special fund support from the Central Finance for three years in a row, totaling 80 million yuan. On April 14, 2014, the SAIC issued a document to approve of the Hanyangzao Culture Creative Industry Park officially upgrading into a national advertising industry park, serving as the first national advertising industry park in Hubei Province. In June of the same year, “Chutian 181” Cultural Industry Park was awarded the provincial advertising industry park by the provincial Administration for Industry & Commerce. In addition, the Administration places emphasis on doing a good job of supervision and guidance. As a result, it guides the Hanyangzao National Park and “Chutian 181” Provincial Park to play a leading and exemplary role according to the principle of “each park has its own policy” to improve the construction and functions of the advertising public service platform, do a good job of functional orientation and investment guidance for the park and achieve differentiated development, so as to form a cluster for advertising development with themes of new TV and film media, traditional media and creative design. In 2013, the Administration joined the team of the Government of Hanyang District to issue Several Opinions on Promoting Development of Advertising Creative Industry and other documents, while guiding the Industrial and Commercial Bureau of Hanyang District to prepare and distribute the Implementation Suggestions for Promoting Development of Advertising Industry Park, providing preferential policy support in a tailor-made way in terms of financial support, tax preference, talent service and market access, etc. At present, the Hanyangzao Park has 10 public service platforms including the advertising studios and advertising culture exhibition centers which have been completed and are under construction, attracting Aibote Advertising, Yunlei Creative Media Science and Technology and other enterprises, and the Fortune 500 company such as Zhenwei Group and the Chinese media Phoenix TV also have interest in investing in the park. There are 100 enterprises in the park, of which advertising enterprises and enterprises directly related to advertising account for more than 80%. In addition, “Chutian 181” Provincial Advertising Industry Park has attracted 64 advertising enterprises and enterprises directly related to advertising with an annual advertising operating revenue of 600 million yuan, where the effect of intensive development on the city’s advertising industry park is prominent. In June 2015, Director of Advertising Division of the SAIC Zhang Guohua paid a special field visit to the Hanyangzao Park during the research period in Wuhan, fully affirming the achievements made in promoting the construction of the park.

II. Support key enterprises to further grow and improve and enhance the comprehensive competitiveness

In recent years, the Municipal Administration of Industry & Commerce has been actively supporting advertising enterprises to launch projects and create brands, so as to continuously enhance the comprehensive competitiveness and industry influence. In 2015, the Administration carried out the determination activity for leading enterprises in the service industry in the city jointly with the municipal DRC, and elected 6 advertising leaders including Hubei Shengshi Deru Media to participate in appraising after meticulous organization and guidance and cultivation, and they were recognized by the municipal government and given the priority to have access to the financial support to guide the development of service industry. The Administration also supported 3 advertising enterprises including Hubei Guanggu Tianxia Media to be recognized as hi-tech enterprises; guided Hubei Shengshi Deru, DOSN Media, Deyi Life Science and Technology and other advertising enterprises to apply for and be recognized as provincial and municipal famous trademarks; assisted two advertising talents Zhang Peiwen of Weimeng Culture Media and Chen Guoqing of Deyi Chutian to be elected the “Wuhan Talent” Plan for special review and acceptance and get the venture capital support of 1.3 million yuan. It has also established “four databases and three bases” in relation to advertising in the city (Advertising Enterprise Database, Advertising Leading Talent Database, Advertising Development Project Database, Advertising Research Expert Database and Advertising Industry Incubation Base, Advertising Talent Training Base and Advertising Creation Base) to constantly consolidate the development foundation for advertising industry. After interview and investigation to know the real situation about the advertising business operators, advertising projects, outstanding talents and experts in the advertising industry, it established the databases, covering 6619 enterprises included in the databases, 7 advertising development projects, 23 advertising leading talents and 7 advertising research experts, and 6 advertising bases including Wuhan Tan Hualin Microfilm and Advertising Creative Base were approved by the provincial administration of Industry & Commerce to cultivate and construct “three advertising bases”.

III. Solicit Government Support to Introduce Policy and Optimize Top-level Design of the Industry

In order to well implement the provincial government’s Opinions on Accelerating Development of Advertising Industry in the Province and effectively solve the constraints existed in development of the city’s advertising industry, the Administration started investigation and survey at the beginning of 2015, fermented to draw the policies and opinions to support innovative development of the city’s advertising industry and formed Opinions of the People’s Government of Wuhan on Supporting Innovative Development of Advertising Industry in the City (Draft for Review) to appeal to the municipal government for introduction of policies as soon as possible. The draft for review was highly valued by the leadership of the municipal government, and Mayor Wan Yong and Deputy Mayor Zhang Guangqing gave instructions in succession and modified some content personally to contribute the official issue of Opinions of the People’s Government of Wuhan on Supporting Innovative Development of Advertising Industry in the City (WZ No. 59 [2015]), providing strong policy support for the development of the city’s advertising industry. The Opinions provides an overall planning of the development goals for the advertising industry in Wuhan during the period of “13th Five-year Plan”, puts forwards that the government shall promote innovative development around seven major tasks including “promoting industrial restructuring and resources integration in the advertising industry” and offers supports in eight aspects such as “softening market access conditions, implementing tax preference policies” and so on, thereby to vigorously enhance the independent innovation power and market competitiveness of the city’s advertising industry and turn Wuhan into a city with “three centers and one highland” (Advertising Industry Cluster Center, Advertising Talent Cultivation Center, Advertising Marketing Communication Service Center and Advertising Science and Technology Innovation Highland) for advertising in central China. It is expected that the city’s advertising industry will achieve “a double increase” in market subjects and advertising operating revenue by 2020, reaching up to 50,000 subjects and 20 billion yuan, respectively, so that it will become an important field for mass entrepreneurship and innovation.