As the Spring Festival approaches, there is a noticeable increase in passenger flow at major transportation hubs across cities. Recently, the promotional campaign for the industrial intellectual property (IP) titled "Made in Foshan" continues to gain momentum. Following its debut at Beijing Capital Airport, Beijing Daxing Airport, and Guangzhou Baiyun Airport at the end of last year, on January 10, 215 screens at high-speed railway stations in Beijing, Guangzhou, Shanghai, Chengdu, and Changsha lit up with the theme posters of "Made in Foshan".

"Made in Foshan" promotional posters have been displayed at Beijing South Station.

"Made in Foshan" promotional posters have appeared at two major city airports and five major city high-speed railway stations.

In the waiting hall of Guangzhou South Railway Station, the attention of travelers is drawn to vivid red posters adorned with bas-relief patterns of lion dance. A total of 41 diversified home furnishing enterprises from Foshan, including renowned brands such as Midea, Kito, and Hannecey, unite under the common theme of the "Made in Foshan" industrial IP. The prominent display of the impactful slogan "Made in Foshan" on these posters underscores the confidence and vitality of Foshan's comprehensive home furnishing industrial.

"Made in Foshan" promotional posters have been displayed at Guangzhou South Railway Station.

As per the information available, promotional posters featuring "Made in Foshan" have been prominently displayed at three international airports: Beijing Capital Airport, Beijing Daxing Airport, and Guangzhou Baiyun Airport. In addition to this, as part of the current campaign, these posters have been strategically placed at high-speed railway stations in five cities, totaling 278 locations. Apart from these focal points, short films showcasing the industrial IP of "Made in Foshan" are scheduled to make successive appearances on notable TV programs, including CCTV's "Finance World" and "Economic News". This year, Foshan is also planning to organize events like the 2nd "320 International Happiness Day, Beautiful Home Festival," and the "Home Renewal Consumer Season," maintaining a consistent effort to elevate the prominence of the "Made in Foshan" industrial IP.

"Made in Foshan" theme posters have been displayed at high-speed railway stations in five major cities: Beijing, Guangzhou, Shanghai, Chengdu, and Changsha.

The spokesperson for the Foshan Municipal Federation of Industrial and Commerce stated that the current promotion of "Made in Foshan" industrial IP is based on the characteristics of the household industrial and the distribution of consumer groups. The campaign strategically conducts IP promotion in areas with high foot traffic, such as airports and high-speed railway stations, following a geographical layout of "East, West, South, North, and Central," represented as "2+5." Here, 2 signifies the major city airports in Beijing (Capital Airport and Daxing Airport) and Guangzhou (Baiyun Aieport), while 5 represents the high-speed railway stations in Beijing, Shanghai, Guangzhou, Chengdu, and Changsha. The objective is to amplify the impact of the "Made in Foshan" industrial IP.

The promotional posters of "Made in Foshan " have made their debut at Beijing Capital Airport, Beijing Daxing Airport, and Guangzhou Baiyun Airport.

The spokesperson emphasized the collaborative efforts between the government and enterprises, aiming to construct a three-dimensional promotional framework. The goal is to elevate the "Made in Foshan" industrial IP from an industrial level to a city brand. This strategy seeks to distill Foshan's home furnishing industrial into a tangible, widely appealing, and influential super symbol.

Government and enterprise's collaboration transforms industrial IP into a city synonym

To embed the "Made in Foshan" brand deeply into people's minds and make it widely recognized, Foshan has initiated a series of branding actions. According to statistics, Foshan has already hung industrial IP lightbox signs in over 6,000 stores. The "Made in Foshan"-branded high-speed train officially commenced operation on November 29 last year. The brand is also prominently featured at the Foshan "La Liga" sports event, with dedicated exhibition halls, and it sponsors events such as the National Trend Music Carnival (Foshan Station) and the Autumn Parade Float. Additionally, at the 2023 Macau Global Legal and Sustainable Wood Industry Summit, Foshan Furniture Industry Association showcased under the backdrop of "Made in Foshan", aiming to convey the image of Foshan manufacturing to the world.

Currently, the promotion of the "Made in Foshan" industrial IP has started to show initial effectiveness. An increasing number of Foshan brands are gaining recognition globally, enhancing the competitiveness of businesses in domestic and international operations. Simultaneously, the industrial IP has established standards for sector development, propelling continuous advancements and paving the way for high-quality, intelligent, and green development, finally emerging as a leader in the national home industry.

It is reported that the Foshan Municipal Committee and Government has attached great importance to the development of the home furnishing industry, especially in response to the current situation where the home furnishing industry has a large scale. In May 2023, the Foshan Municipal Government established a Leading Group for the High-Quality Development of the Home Furnishing Industry and issued the "Implementation Plan for Promoting the High-Quality Development of the Home Furnishing Industry in Foshan (2023-2025)." This plan encompasses 18 initiatives aimed at promoting the branding, standardization, intelligence, integration, health, and green development of the home furnishing industry.

Reporter | Serena

Revisor | Lynn, Eleanor

Photo | Foshan News and Media Center