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Outdoor Digital Media in China: Tulip Mega Media in the Run-Up to the Beijing Olympics  
Product Ref: 09/417C Company: Tulip Mega Media

Product Type: Case Industry: Advertising Media

Related Product(s): Teaching Note
Authors: Qiu Cheng   Josephine Lau
In the run-up to the Beijing Olympics, China's US$5.714 billion outdoor advertising market, like the city itself, underwent a major overhaul. With the advancement of communication technologies, China's outdoor media scene saw the arrival of more and more digital-driven media formats geared toward capturing a population that was increasingly on the move. The government initiative to overhaul the city landscape had facilitated significant consolidation of China's previously decentralised outdoor media market and redefined the competitive landscape, giving rise to a handful of major players.

Tulip Mega Media was founded by retired Chinese Olympic swimming champion Zhuang Yong (??) and partner Wang Min (??) in 1998. By July 2008, Tulip Mega Media's footprint not only covered Beijing, Shanghai, Guangzhou and Shenzhen, but stretched to a total of some 12 major cities in China. Its head-on competitor, Advision, another Shanghai-based outdoor digital media company, was racing against Tulip Mega Media in acquiring prime media sites and in attracting funding from the capital market. Could Tulip Mega Media rise to the challenge and replicate the success of some of its predecessors, such as Focus Media and AirMedia?
Functional Area : Marketing
Strategy & General Management

Issues: Tightened regulatory control, capital-intensive market, low entry barrier
Length: Text: 9 pages
Exhibits: 6 pages
Country: China (People's Rep. of)

Pub. Year: 2009 Level of Difficulty: 2
This product type is available in the following language(s):      English   Spanish
Related Information: N/A
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