东外经贸大厦现状和设计效果图。 受访者供图 新快报讯 记者李佳文 通讯员成广聚报道 近日，广东外经贸大厦裙楼户外广告位置4年10个月使用权历 经8小时13分、1013轮激烈角逐，从1493.5万元底价飙升至1.04835亿元，最终由凤凰都市传媒（广州） 有限公司竞得。这次交易创造了广州市户外广告位置使用权公开出让最高增值率，成交价格创新高。 近年来，户外广告行业传统模式承压、市场活力不足，同时城市空间品质提升面临挑战。广州市城市管 理和综合执法局通过政策松绑、资源挖潜、前瞻规划的系统性组合拳，为户外广告行业发展拓宽发展空 间。今年以来，广州城管通过出台政策激活行业创新活力，先后释放广州塔、白云机场等重点区域共37 处优质点位、699块广告牌，以优质资源供给提振行业发展信心。 据了解，本次拍卖的户外广告点位，位于天河区天河路与体育东路交界的广东外经贸大厦裙楼。该大厦 裙楼朝向西南，与天河体育中心、正佳广场、万菱汇等天河路商圈建筑隔路相望，平日有不少车辆和行 人经过。该裙楼现况设有相对简易的商户招牌；按照广州市城管部门的规划方案，承载户外广告的裙楼 外立面，将改造为一处设有曲面显示屏的外立面。 这个竞价结果体现了 ...

Core 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]