On July 8, Beijing's pioneering and nationwide-reaching talent cultivation and entrepreneurial incubation base for the digital advertising industry—"Digital Advertising Innovation and Practice Base" (abbreviated as the Base)—was officially inaugurated at TAL Education Group headquarters in Changping District!

The inauguration ceremony was jointly guided by the Beijing Municipal Administration for Market Regulation and Changping District Government, organized by the Changping District Market Regulation Bureau, hosted by TAL Education Group, and witnessed by representatives from six universities located in Changping District, including China University of Political Science and Law and Beijing University of Posts and Telecommunications, as well as interns.

The Base serves nationwide talent cultivation for the digital advertising industry, as Beijing's pioneering entrepreneurial incubation platform. It aims to leverage in-depth cooperation among government, universities, and enterprises to establish a high-end platform integrating practical operations, innovative research, and employment readiness, accurately matching industry demands with university talent supply. It injects fresh momentum into the flourishing of the digital advertising industry in Changping District and even Beijing. The Base focuses on three core objectives:  

1. Stimulating industry vitality: Integrating government resources, enterprise demands, and university education to drive innovation and upgrades in the digital advertising industry.  

2. Empowering talent growth: Providing 1,000+ practical positions for university students citywide, cultivating digital advertising professionals with hands-on skills and innovative thinking.  

3. Building a sustainable ecosystem: Rooted in practical operations, driven by innovative research, and centered on employment readiness, aiming to form a virtuous cycle of “talent reserve-industry upgrade-regional development.”

Changping District will safeguard the Base with "three full efforts":  

1. Fully optimizing the business environment by introducing special support policies for the digital advertising industry; offering comprehensive services in spatial carriers, data accessibility, and scenario integration.  

2. Fully promoting industry-academia-research collaboration by supporting the Base and universities in co-creating a new model for recruitment, training, and employment, developing a talent cultivation pathway encompassing the whole chain.  

3. Fully stimulating industry vitality by accelerating digital advertising's empowerment across various sectors, illuminating the global landscape with more "Changping Creativity."

Beijing has consistently positioned the advertising industry as an important pillar of modern services and a core medium for cultural dissemination. Notably, during the "14th Five-Year Plan" period, the city's advertising revenues surpassed RMB 400 billion consecutively, with digital advertising accounting for over 75%, leading nationally in growth. On the policy front, measures such as the "Ten Policies for the Advertising Industry" and guidelines promoting high-quality development of the digital advertising sector have been successively introduced. Initiatives include pilot programs for optimized medical advertising supervision, innovations like "Beijing Bright Advertising Loans" specialized financial products, as well as construction guidelines for digital advertising industrial parks—leading to the establishment of three initial industry parks facilitating upstream and downstream development of the digital advertising ecosystem.

The official launch of the Base represents an innovative collaboration among government, academic institutions, and enterprises in talent cultivation and industry development within the digital advertising sector. This initiative not only aligns with Changping District’s response to the national digital economy development strategy and its deepening of industry-education integration but also promises to forge a forward-looking framework for nurturing dynamic industry forces and new growth potentials in the capital and nationwide digital advertising market.

As the enterprise host of the Base, TAL Education Group is integrating government, academic, and enterprise needs, focusing on discovering and cultivating university students in Changping District who aspire to join the creative sector of digital advertising. Several pragmatic measures have been planned and implemented:  

1. The first phase offers over 100 internship positions in areas such as advertising design, development, marketing, compliance, and 900 live-streaming marketing training positions, facilitating smooth transitions from campus to workplace for Changping university students through diverse modes such as regular social practice, concentrated internships during summer and winter vacations, and specialized employment training programs. Positive progress has already been made, with dozens of students entering interviews and obtaining internship opportunities.  

2. A prize pool totaling RMB 500,000 has been set up to host the Changping District University Students’ Digital Advertising Innovation Competition and reward outstanding interns, sparking young creative talent and fostering the emergence of outstanding work and skilled individuals.  

3. Quarterly salon events will be held, inviting industry experts and representatives from successful enterprises to share cutting-edge trends and practical case studies, broadening students’ horizons, and promoting industry exchanges, thereby continuously injecting momentum into regional digital advertising innovation.

With strong support from the government, talent endorsement from universities, and deep engagement from enterprises, the Base will serve as a robust bridge connecting creativity and the market, classroom and practice, talent and industry. It offers a stage for young talents to realize their dreams and provides inexhaustible motivation for the high-quality development of the digital advertising sector.

This article is sourced from: Market Regulation Semi-monthly Salon  

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