Phoenix Media(SH:601928) Nan Fang Du Shi Bao·2025-12-25 14:00Core Insights - The outdoor advertising rights for the Guangdong Foreign Trade and Economic Building were auctioned, with the final bid reaching 104.835 million yuan, significantly exceeding the starting price of 14.935 million yuan, marking a record high for public auctions in Guangzhou [1][2] - The auction reflects the immense potential of premium outdoor advertising in Guangzhou's core business districts, indicating a strong market demand despite challenges faced by the industry [2][3] Industry Developments - The Guangzhou Municipal Bureau of Urban Management has implemented various measures to support the high-quality development of the outdoor advertising industry, focusing on resource optimization and ensuring safety and quality [2] - The release of 37 premium advertising locations and 699 advertising boards in key areas like the Guangzhou Tower and Baiyun Airport aims to boost industry confidence and maximize the value of urban space [2] Market Dynamics - The competitive bidding process for the advertising rights was described as the most intense in the history of outdoor advertising rights auctions, showcasing the high demand for quality advertising spaces [2] - The successful bid by Phoenix Media reflects a strategic investment in Guangzhou, highlighting the city's economic resilience and the attractiveness of its core commercial areas [2][3] Value Creation - The high transaction price for the advertising rights signifies a maturation of urban public space resource management, providing a benchmark for asset pricing in the outdoor advertising sector [3] - The establishment of a public auction system in Guangzhou is seen as a model for other major cities to optimize outdoor advertising management and enhance the utilization of public space resources [3]