Focus Media(SZ:002027) Sou Hu Cai Jing·2026-01-21 22:02Core Insights - The article discusses the challenges and trends in the Chinese elevator advertising industry, particularly focusing on the transition from traditional poster media to digital formats like LCD and smart screens, which pose a substitution risk to elevator posters [2][4]. Industry Overview - The elevator media industry in China is experiencing a shift due to technological advancements and market competition, with elevator posters being the initial form of elevator media but facing replacement by newer technologies [2]. - The average daily contact time for elevator media is approximately 2 minutes, which is higher than traditional media like newspapers and television but lower than elevator TVs and smart screens [4]. Advertising Expenditure Trends - The growth rate of advertising expenditure for elevator posters is declining, with a forecasted growth rate of 14% in 2024, down from the previous year, and expected to drop below 10% in the first half of 2025 [7]. - Despite the decline in growth rates, elevator posters remain a cost-effective advertising option for many brands, particularly in the beverage, food, and cosmetics sectors, which are increasing their advertising spend in this medium [12][13]. Company Landscape - Numerous companies are involved in the elevator poster market, including major players like Focus Media, New Trend Media, and Tongzhong Media, with a significant number of devices and resources deployed across various cities [9][10]. - As of March 2025, Focus Media has approximately 1.8 million elevator poster devices, while New Trend Media has over 1.9 million, indicating a competitive landscape with extensive resource coverage [10]. Sector-Specific Advertising Growth - Specific sectors are increasing their advertising expenditures in elevator media, with notable growth in the cosmetics and bathroom products sector, which has seen an increase of over 30% in advertising spend [13][14]. - The beverage industry has experienced a 6.6% increase in advertising expenditure, while the food industry has seen over a 10% growth [14].