Management Practice of Henan Daily Newspaper Group

Henan Daily Newspaper Group is a pilot unit of cultural system reform determined by the central government. After the new Party Committee of the Group was established in 2007, the goal of "striding from newspaper group to media group and cultural group" was defined, and the "3368" stage task was put forward, and eight enterprises with annual income exceeding 100 million yuan were built by the end of 2008.

Give full play to the advantages of the newspaper industry, implement the brand extension strategy, and carry out serialization, integration and related diversified operations.

In the choice of diversified management, we should make full use of and give full play to the advantages of resources, information, talents and self-owned funds of the newspaper industry on the basis of existing conditions. Most importantly, the newspaper group has accumulated considerable popularity and brand effect because of its unique conditions. Brand is reputation, brand is market, brand is wealth and brand is immeasurable intangible assets. On the one hand, the newspaper group has the unique political advantage of the party newspaper, which is convenient for gathering resources in a wider scope and serving diversified operations; On the other hand, owning Dahe newspaper, which has a certain influence in the domestic newspaper market, can implement the brand development and operation strategy of Dahe newspaper series.

With the help of the brand effect of the party newspaper, we have turned the nature of four plots of land into commercial land in recent years, and then invested in development. The Group established Henan Ruiqi Real Estate Development Co., Ltd., and in 2007 and 2008, it successively developed two properties, Ruiyuan and Dongruiyuan, with a total construction area of more than 300,000 square meters. Due to the good reputation and credibility of the Party Newspaper Group, the real estate sales are smooth. It is estimated that the total sales revenue of these two properties is about 654.38 billion yuan, and the real estate industry has become a pillar industry of the Group. With the influence of the party newspaper, the Group invested tens of millions of yuan to build nearly 500 reading columns of the party newspaper in cities such as Zhengzhou-0/4 in the whole province, forming a new position for outdoor advertising communication, achieving a cumulative sales income of more than 40 million yuan and achieving considerable social and economic benefits.

Dahe Daily is a comprehensive urban daily newspaper sponsored by Henan Daily Newspaper Group with the aim of "paying attention to people's livelihood, advocating fashion, being close to life and serving the public". Dahe newspaper, as the first brand in the newspaper market of Central Plains, has been selected as one of the top 100 newspapers in the world for five times and one of the top 500 most valuable brands in China for five times, with a brand value of 65.438 billion yuan. Using this brand with great market value to extend the industrial chain, Henan Daily Newspaper Group basically advances along three routes:

1. serialization operation. Based on Dahe Daily, a series of sub-newspapers and sub-magazines have been set up, forming a complete newspaper group. Relying on Dahebao Advertising Center, Dahebao Media Information Planning Co., Ltd. was established to undertake planning and exhibition activities. Relying on Dahe Newspaper Distribution Center, Dahe Newspaper Advertising Co., Ltd. was established. Actively develop logistics distribution and DM direct advertising business, and become the main operator of Zhengzhou DM direct advertising. In 2008, Dahe Daily Digest and Dahe Daily Health were separated from Dahe Daily and operated independently, striving to build a national digest newspaper with a circulation of one million copies and an influential health newspaper in the industry.

2. Integrated operation. That is, cross-media management, newspapers, networks and other different media forms constitute the enjoyment and use of three-dimensional resources, and brands and channels enjoy each other. Integrated operation is the mainstream mode in the world, and the mixed operation of the international media industry has become a reality. Especially under the general trend of the rapid development of new media such as online media, a realistic and feasible choice for the survival and development of traditional media is cross-media management. In 2006, the original Henan newspaper network was integrated with the Dahe network belonging to the former Provincial Party Committee Propaganda Department to form a new Dahe network. After re-integration, Dahe.com has built more than 40 channels, becoming the largest and most authoritative news portal in Henan Province. With the approval of the State Administration of Radio, Film and Television, Dahe.com has also been allowed to provide online audio-visual programs, entering a new era of multimedia news dissemination. The Group first set up a mobile newspaper in China, and all mobile newspapers in the country set their own charging standards with reference to "Henan Pricing", with more than one million users in Henan. On the basis of reading the newspaper column of the Party newspaper, the "Dahe Multimedia Information Port" was independently designed and developed, and more than RMB 10 million was invested in marketing. This new media can not only relay TV programs, but also access Dahe.com, read newspapers and provide information services, which is very powerful. The annual income of each newspaper column reaches 6.5438+0.5 million yuan, and nearly 100 newspapers have been installed and built in Zhengzhou, and are extending to the city. The construction of this new media not only forms a new information distribution channel, but also builds a new advertising distribution platform covering the whole province.

3. Diversification of related industries. The resources provided by the media have created a new market, and related industry activities have enhanced the vitality of related industries through the amplification of the original credibility of the media, and expanded the media and related industries with greater resource allocation.

Dahe Jinjiang Hotel is a typical example of Henan Daily Newspaper Group using Dahe brand to enter the non-media industry. In 2002, the group invested in the construction of a four-star hotel, Dahe Jinjiang Hotel. Dahe Jinjiang Hotel relies on the powerful comprehensive strength of the newspaper group and the advantages of media coverage, and its operating income is increasing at the rate of 8 million yuan per year, achieving extraordinary and leap-forward development, creating a number of firsts in the tourist hotel industry in Henan Province, and its operating indicators such as operating income, operating profit, average room occupancy rate and average house price are among the best in four-star hotels in Henan Province. In 2008, the pace of management, talents and brand export of Daiwa Jinjiang was accelerated, and Daiwa International Hotel, Daiwa Mansion Hotel and Daiwa Business Hotel were successively opened through independent investment, leasing and trusteeship. Formed a hotel management service network with Yamato Jinjiang as the leader, and the brand effect is more prominent. In 2008, the operating income of the hotel industry of the Group exceeded 654.38 billion yuan.

The Group also established Henan Daheda Graphic Communication Co., Ltd. in the form of joint-stock cooperation with Henan University Press, which is controlled by the newspaper group and mainly engaged in book publishing planning, wholesale and retail business.

The group also established Dahe Bookstore, which mainly focuses on teaching materials, and as the only newspaper group in China, it obtained the "National General Distribution Right of Newspapers, Periodicals, Books and Electronic Publications", with a sales income of 30 million yuan in 2008.

Since 2007, the Group has gradually integrated the existing newspaper distribution network, established Dahe newspaper distribution business network with Dahe newspaper distribution network as the core, and developed from single newspaper distribution to multi-newspaper distribution, and from simple newspaper distribution to agency distribution, business express delivery, logistics distribution, chain operation and old newspaper recycling.

Relying on brand advantages to expand diversified businesses, Henan Daily Newspaper Group has formed three major networks: publishing business network, book and newspaper publishing network and hotel management service network. The operating income of Henan Daily, Dahe Daily, Rich Group Real Estate Company, Dahe Jinjiang Hotel and Dali Advertising Company all exceeded 100 million yuan. The "3368" plan has achieved remarkable results, and the strength and anti-risk ability of the group have been significantly enhanced.

Accelerate the pace of reform, enter the capital market, and promote the diversification strategy at a higher level.

The media industry is a high-input and high-output industry. From the experience at home and abroad, the formation and rapid expansion of cross-industry, cross-media and cross-regional media groups are mainly realized through capital operation. For the newspaper groups in China, it is almost impossible to establish multinational media groups such as News Corporation and Gannett Company only by their own accumulation. Using the capital market to accelerate expansion is the only way.

In order to implement capital operation and strive for listing, in April 2008, we established Yamato Investment Management Company, which not only undertakes the restructuring of the group company, but also undertakes foreign investment and builds a non-bank financial business platform. Since its establishment, the company has inspected a number of enterprises to be listed in the province, prepared to participate in the operation, took the opportunity to go public, and strived to achieve stable and considerable economic benefits.

Our reform plan is to divest the assets of Henan Daily Party newspaper and make it an independent institution. The remaining assets of the Group will remain in Henan Daily Newspaper (Group) Co., Ltd. and be renamed Dahe Media Group Co., Ltd. For this reason, the Group has invited three well-known domestic intermediaries to design a restructuring plan.

In short, it is impossible to become a big newspaper group and then leap to a media group or a cultural group through administrative means, nor can it accumulate on its own. Capital operation is a higher form of newspaper diversification. Only through market means and capital operation can 1 cent be changed into 1 yuan. We are convinced that opening the door to capital operation will usher in a new era of large-scale low-cost expansion and greater capital appreciation.