Shanghai Newspaper Group: Firmly launch the battle against systemic changes in mainstream media

2024 is the year of solving the problem of systemic transformation of Shanghai Newspaper Group, and 2025 is the year of key breakthroughs. The three major battles of content innovation, technological leadership, and high-quality development will be comprehensively launched. On February 11, Shanghai Newspaper Group held its annual work meeting. Li Yun, Secretary of the Party Committee and President of the Group, said in a speech entitled Innovation, Seeking to Break the Waves and Determined to Fight the Future and Firmly Launch the Battle of Systematic Change in the mainstream media that starting from January 1, the three major newspapers of Liberation, Wenhui and Xinmin have been integrated into one. The new Shangguan News has made a wonderful appearance, building the flagship mobile communication platform of Shanghai media and the leading brand of provincial party newspaper news clients across the country, and fired the first shot; On the first day of the Spring Festival, the Paper News has been optimized and adjusted with the greatest intensity since its launch; All media have responded in accordance with the Group’s systemic change plan, launched intensive and intensive efforts to start the topic. From in-depth research to program polishing to the launch of new products, systemic changes continue to advance and reporting speeds are running out!

Harvest in 2024

Li Yun said that in 2024, Shanghai Newspaper Group will hold high the banner, promote the theme, strive for transformation, and operate against the trend. The group’s media won 29 national awards including the first prize of 2 China News Awards. The number of clicks (views) on the entire network for 124 works exceeded 100 million, and the number of clicks (views) on 1264 works exceeded 10 million. 817 accounts have settled on third-party platforms, with a total of 450 million fans. The number of fans on the two major video platforms of various media has increased by 26% and 8% respectively compared with 2023. The average daily video production is 805 minutes (excluding Live broadcasts), with 4600 + live broadcasts throughout the year, building a new highland for integrated communication. As of the end of last year, the number of fans on overseas accounts in various media outlets in the group totaled 11 million, and the total number of readers on overseas accounts exceeded 1.5 billion. At the same time, Shanghai Newspaper Group actively promoted the transformation of media operations to a news + full-case service model, actively expanded the cultural + industrial layout, strengthened supervision and revitalized resources and strictly controlled risks. Last year, it exceeded the group’s annual revenue and profit targets, of which new media revenue accounted for 73.09% of the main media revenue, and innovative services revenue accounted for 50.75% of the main media revenue.

Li Yun said that in 2024, systemic changes will break the ice and open the way, and the “Work Plan for the Group to Further Promote the Systematic Change of Mainstream Media” has been formulated and promulgated, with the goal of building a strong core competitiveness of the media and building an evaluation system that adapts to all-media production and communication as the yardstick., based on building an all-media business model that meets market demand, we will be upright and innovative, establishing first and then breaking down. Liberation Daily continues to strengthen current affairs, comment, and in-depth reporting, and strengthen the top content of current affairs. Wen Wei Po integrates “Literary News” and focuses on improving its advantages in the field of humanistic thought. Xinmin Evening News launches a brand of people’s livelihood content and focuses on serving urban governance. The Paper News has undergone a comprehensive transformation and is deeply specialized, and continues to maintain its leading edge in original Internet news media across the country. Interface Financial Union serves the construction of Shanghai International Financial Center, strives to build a financial information service platform, and actively moves towards the capital market. The Morning News focuses on building an information service platform for cultural, tourism, business and sports exhibitions. Shanghai Daily explores a payment model for premium Internet content subscriptions for specific groups. Dongfang. com has transformed into a digital content services and cultural and creative product operator with cultural communication characteristics.

“In the past year, we have strengthened our consciousness of self-revolution, without fear, hesitation, or slackening, and firmly created new momentum and new advantages for development in reform and innovation. After this year, we have become more convinced that as long as we persist in doing the right thing and doing things correctly, all problems and challenges will be solved. We are also more determined. Confidence does not fall from the sky. Only by solving real problems and really solving problems can we have confidence and hope! rdquo; Li Yun said.

Focus on 2025

Li Yun revealed that the overall requirements for reporting the group’s work in 2025 are: Comprehensively implement the spirit of the Third Plenary Session of the 20th Central Committee of the Communist Party of China, focus on the requirements of building the best practice place for Xi Jinping’s cultural thoughts, and under the strong leadership of the Municipal Party Committee and the Propaganda Department of the Municipal Party Committee, serve the overall situation, seize opportunities, take the initiative to change, and accelerate the construction of an all-media communication system based on content construction, supported by cutting-edge technology, and guaranteed by high-quality development, demonstrates its responsibility with performance, strengthens the iron army with actual combat, and continues to be a pioneer in leading the systemic transformation of mainstream media.

1. Comprehensively launch the battle against content innovation

In 2025, the Group will actively promote the transformation, rejuvenation and improvement of the three major platforms of Shangguan News, The Paper News, and Interface Financial Union. At the same time, within the framework of the group’s reform plan, other media will be promoted to pool resources and troops based on their own endowments to improve and strengthen vertical and advantageous fields. At present, we must focus on four aspects of work:

First, we must enhance the guidance of public opinion. Closely focusing on the Party Central Committee’s major policies and decision-making arrangements, focusing on the effectiveness of Shanghai’s first reform and leading opening-up measures, we will accurately set topics, strengthen communication and linkage, seize the initiative and take the lead, and launch a number of content reports with both professional depth and emotional warmth., explain clearly the logic behind the effectiveness of policy measures. Grasp the timeliness and efficiency, effectively respond to social concerns, pay close attention to micro feelings, put people first, reflect the body feeling behind the numbers and the people’s sentiments behind the focus, actively and effectively convey information, resolve doubts, and avoid temperature differences, gaps, and contrasts. Strengthen comments, promote young and new forces to be good at speaking out on the Internet, have a deep and accurate basis, create a review brand matrix, and create a constructive public opinion supervision brand. Build a strong think tank, turn more articles into documents, plan influence plans, integrate countermeasures into decision-making, and provide golden ideas for scientific decision-making by the party and the government. Strengthen originality, establish a strong awareness of high-quality products, focus on their respective unique positioning and advantageous areas, draw creative inspiration from the fertile soil of Chinese culture and Shanghai’s international metropolis, systematically plan and plan, and strive to produce several books every year that shine with the light of the times, reflect ideological tension, and highlight cultural aesthetics.

Second, we must enhance the influence of the platform. The battle against content innovation must continue to deepen and advance from building platforms to expanding influence. Liberation Daily should strengthen the theory of commentary and refine the way of people’s words, thoughts and beliefs, Shanghai enterprises and other highly recognized party media brands overseas. Wen Wei Po builds a literary and artistic criticism matrix, strengthens professional IP such as Wenhui Theory and a series of humanistic video trump products such as the narration of everyone’s urban soft power. Xinmin Evening News builds a people’s livelihood brand matrix and creates people’s livelihood work groups such as live broadcasts of citizens ‘sports and sports Shangguan News focuses on core development issues such as stabilizing expectations, strengthening confidence and promoting consumption, building new quality productivity and people’s cities, highlighting authoritative and in-depth perspectives, improving the quality of live video broadcasts, and increasing user audience stickiness. The Paper News continues to create a series of IPs such as new engines running super companies and super industrial chains, and strongly launches important plans such as where the confidence of 50 people in China and Europe came from in the past 50 years to find Kissinger’s in-depth political and economic observation and understanding of the City 2.0 Plan ‘s generous talks. Interface Financial Union focuses on launching a series of plans such as people going to sea, prophets taking the lead in layout and forging ahead, and strengthens Invest China’s investment in international communication projects such as connecting China to the market and communicating with the world Shanghai Daily focuses on building MagHub economic publicity accounts, expanding opportunities for China’s introduction to foreign publicity, and strives to enhance the international influence of foreign media in viewing the work IP of stars such as China. The Morning News focuses on incubating Shanghai Chance ‘s 100 treasure shops on the Modudang Road and other approved tourism and sports exhibitions. Dongfang. com focuses on vertical video and ModuCity integrated media studios.

Third, we must enhance the combat effectiveness of the country. Fully transform Shanghai’s comprehensive advantages into discourse advantages and communication advantages, and comprehensively promote all-field, full-platform, full-process, and multi-subject international communication. Create a flagship project, guided by Why China Shanghai Voice, report the international communication matrix to a large scale, focus on creating a group of external publicity brands with high recognition and strong communication power, and strive to achieve the goal of doubling the influence of overseas social media accounts on the Group’s external publicity platform. Build a service platform, conduct home diplomacy based on Shanghai, continue to expand platform functions such as SIXTHTONE, CNS, IP SHANGHAI, and foreigner storytelling, strive to influence influential people, and make everyone who has been to Shanghai a wonderful communicator in Shanghai. Do a good job in economic publicity, create the first choice source for international media to report on China, promptly and comprehensively clarify my country’s economic situation and policies, refute the West’s negative and bearish arguments with reasonable evidence, and guide the international community to objectively understand China. Accelerate the establishment of overseas websites, further seize the lead in public opinion at the source, and improve the sense of presence and launch rate of major international news.

Fourth, we must improve the effectiveness of communication. Make every effort to create a scientific evaluation system. On the basis of realizing the scientific proportion of objective evaluation and subjective evaluation, we will further strengthen Internet thinking, establish a performance evaluation system that serves high-quality content, focuses on key projects, and tilts to outstanding talents, and build a performance evaluation system covering all media, all ports, and all aspects. The data acquisition and analysis system, one policy for one media, one method for one category, and uses multi-dimensional indicators such as reading volume, forwarding volume, number of comments, and number of likes to evaluate the effect of content dissemination; Objectively evaluate the influence of new media platforms through downloads, daily activities, duration, etc., further highlighting the role of“ baton” and“” weights and measures. Make every effort to improve content operation capabilities. Equipped with a professional content operation team, use Internet thinking to lead resource allocation, more granular and refined the influence of research content, reduce invalid content, increase investment in influential content, and focus on different platforms and channels. Users need to carry out differentiated operations to achieve accurate matching and maximize value. Large flow, positive energy, and high quality are dialectically unified. Large flow under the premise of positive energy must be adhered to. Those with flow may not be good works, but self-entertainment without flow must not be called good works.

2. Comprehensively launch a tough battle led by science and technology

Before the Spring Festival, DeepSeek exploded the world. Li Yun said that for the media, only by maintaining a high degree of technical acumen, strengthening forward-looking leadership layout, creating new products, and expanding new channels can we catch up with the tide of the times and occupy the commanding heights of communication. For individuals, taking the initiative to learn AI tools and transform them into professional competitiveness support is the most pragmatic solution for survival. This year’s reporting to the group should focus on three aspects of work:

The first is to build a new platform. Build an AI intelligent production communication platform, gather the most advanced production tools, subversively reconstruct and integrate development technology bases, and achieve smarter, more controllable and more efficient new productivity. In the production process, a series of basic tasks such as content verification, voice to text, intelligent soundtrack, automatic translation, and text and picture to video are realized. Based on technologies such as real twins, digital clones, and virtual simulation, the expression innovation of content + technology + inspiration + aesthetics is realized., to help create high-quality products. In the communication process, relying on massive data information to help the media better outline user portraits, establish deep connections, achieve accurate push personalized distribution, carry out user interaction, and guide content planning, operation and promotion. In the evaluation process, communication effect evaluation and data assessment are accurately realized. By capturing the emotional changes of the audience during the viewing process, the appeal of the communication content is judged and the media can improve management efficiency. Integrate and build the group’s media resource database, dig deep into the data value of content resources in the AI era, build the group’s media resource tool platform, form standardized corpus products that meet the research and development needs of large models, and build a dual circulation of content and data.

The second is to seize the new layout. Lay out future communication channels in advance, seize the opportunity in full-scene intelligent ecosystems such as smart cars, smart wearables, and smart homes, and open up a new communication space for human-computer interaction. In the era of everything is media, any smart terminal is not only a content distribution and reception terminal, but also an active subject for human-computer interaction, collaboration, and companionship. At present, The Paper News has reached content ecological cooperation with vehicle and aircraft ecosystem service providers such as Huawei, Tencent Zhixing, and Ali Zebra Zhixing, as well as mainstream car companies such as BYD and Great Wall. It is one of the earliest vehicle and aircraft ecosystem projects carried out by mainstream media across the country. We must further strengthen collaborative cooperation with leading technology companies, major Internet companies, scientific research institutions, etc., build a full-chain innovation incubation and transformation mechanism with media as the core scenario, and create a benign ecosystem that is open and win-win. Explore AI agent application products. AI agents may soon become new platform entrances and may even disrupt existing client software in the long run. We must pay sensitive attention to the fact that AI agents are currently transforming from tools to actors, demonstrating independent decision-making and collaboration capabilities in communication, and forming a new communication relationship mediated by agents. This trend has not only reshaped the role of media, but also brought the user experience into a new stage. We must set foot on the point, take advantage of the momentum, start firmly, and iterate flexibly.

The third is to activate new talents. Comprehensively assist the upgrading of professional capabilities, smooth the growth channels for professional talents, further improve the composite talent evaluation system, and allow content and technical team minds to be connected, jointly create, and share C positions. Actively explore a talent ability system supported by artificial intelligence literacy, help media people quickly master core skills such as data collection, mining, analysis, and visualization, and better be competent in the practice of intelligent editing, production, distribution, and feedback in media scenarios. Comprehensively adjust the production and combat system, vigorously learn from the organizational structure and team culture of Internet technology companies, break down the department wall from top to bottom, and implement new mechanisms such as managers, project teams, and unveiling the list to be more flexible, lighter, flat, and more Open, inclusive, shared, intensively and efficiently gather production factors to stimulate production potential. Subversive changes are within our reach, and it is the last word to use them. AI application is a long-term work. Human-computer collaboration requires a process of building trust and adaptation. Only by taking next action can panic and anxiety be overcome.

3. Comprehensively launch the battle against high-quality development

At present, my country’s economic operation still faces many challenges and difficulties, and it is of special significance to do a good job in economic work this year. To achieve sustainable media development and launch the battle for high-quality development, we must focus on grasping three key points.

First, the business transformation has been deepened.& ldquo; Deep means a deep understanding of market changes and customer needs, deepening the media’s brand advantages, content advantages and communication advantages, and deepening links with emerging industries, diverse fields and a wide audience. It is necessary to further integrate and link Shenzhen, culture, tourism, sports and exhibitions to promote consumption transformation and upgrading; develop deep financial information services to create one-stop information service systems such as information disclosure, brand communication, financing docking, and public opinion management; conduct deep all-media communication and explore New business models such as live broadcasts and Short videos; become a deep media think tank to provide the government with various support and services, and help modernize the national governance system and governance capabilities.

Second, industrial development is moving towards excellence.& ldquo; Excellence means precise positioning, precise execution, improvement of capabilities, and excellence. It is not large but comprehensive, but high quality and efficiency. Shanghai Book City, Jiangnan Bookstore, Xinhua Yuedu, etc. should become leading benchmark brands in Shuxiang Shanghai. Reporting parks, new Chinese creations, etc. must become indispensable cultural forces that empower Shanghai’s urban renewal. Projects such as Haifu, Xiaopan, and Shangyin should help improve the energy level of the regional cultural and education industry. The two major industrial funds, Ruili and Zhongyuan, should better play the hub function of lookout link, realize the coordinated development of media, technology, and capital, and provide sustainable platform support for building a media group that understands most technology. Xinhua Media should actively explore emerging cultural business areas and continuously enhance its influence.

Third, group governance should be implemented. Efforts will be made to improve the professionalism and standardization of group governance. Specialization means scientifically grasping the laws of media, technology, industry, market and enterprise development, continuously improving scientific research and judgment, decision-making and overall planning capabilities; continuously strengthening cost awareness and efficiency awareness, improving enterprise management capabilities, and continuously improving scientific management. The degree of refinement and granularity. Standardization means operating in compliance with regulations and standardized execution; implementing cost-performance management and strengthening the coordination of funds; improving supervision efficiency, effectively preventing and defusing risks, maintaining a solid bottom line of safety, and ensuring that supervision is at the key and management is at the key. Management is competitiveness, and ability to manage is the most important prerequisite for various innovative breakthroughs.

Li Yun finally emphasized that to win the three tough battles, we must always adhere to the leadership of party building. We must take a clear-cut stand in politics, concentrate our efforts to help development, build a team with a long-term perspective, and persevere in style. ldquo; Innovation and exploration, breaking the waves and reaching far! Over the past 11 years, the reporting group has firmly moved forward in accordance with the requirements of the Party Central Committee to promote the integrated development of media. Innovation and change are our most distinctive symbol. There are no standard answers to reform. Whether we can open a new situation and make breakthroughs will test our wisdom; when the reform is not completed, we will be tested in the face of various storms and changes. Faced with new situations, new tasks and new challenges, we firmly believe that if we do ourselves well, Shanghai newspapers will have a future, and those reporting will have a future! rdquo;