Original Title:
Department of Industry and Information Technology of Shandong Province, Department of Education of Shandong Province, Department of Commerce of Shandong Province, Department of Culture and Tourism of Shandong Province, Shandong Provincial Administration for Market Regulation, Shandong Provincial Bureau of Radio, Film, and Television, Shandong Broadcasting and Television Station
Notice on Issuing the "Implementation Opinions on Accelerating the High-Quality Development of the Audiovisual and Electronics Industry in Shandong Province"
Lu Gongxin Dianzi [2024] No. 149
To the Bureaus of Industry and Information Technology, Education, Commerce, Culture and Tourism, Market Regulation, Radio and Television, and Radio and Television Stations of all cities:
We hereby issue to you the “Implementation Opinions on Accelerating the High-Quality Development of the Audiovisual and Electronics Industry in Shandong Province.” Please carefully organize and implement these opinions in accordance with local conditions.
Shandong Provincial Department of Industry and Information Technology
Shandong Provincial Department of Education
Department of Commerce of Shandong Province
Department of Culture and Tourism of Shandong Province
Shandong Provincial Market Supervision Administration
Shandong Provincial Bureau of Radio, Film, and Television
Shandong Radio and Television Station
July 11, 2024
(This document is publicly released)
Implementation Opinions on Accelerating the High-Quality Development of the Audiovisual and Electronic Industry in Shandong Province
The audiovisual electronics industry refers to the collective term for technologies, products, and services related to the production, presentation, and application of audio and video content. It serves as a vital tool for driving the digital transformation of the economy and society, a key vehicle for realizing a better life for the people, and a priority sector for development in our province. To implement the "Guiding Opinions on Accelerating the High-Quality Development of the Audiovisual Electronics Industry" jointly issued by the Ministry of Industry and Information Technology and six other departments, and to further stimulate product innovation, strengthen global competitiveness, and foster new productive forces within the province’s audiovisual electronics industry, these Implementation Opinions are hereby formulated.
I. General Requirements
Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era and thoroughly implementing the spirit of the 20th National Congress of the Communist Party of China, we will take the “chain leader system” as the primary mechanism. By adhering to innovation-driven development, market-oriented approaches, leadership by industry leaders, and standardized, orderly operations, we will propel the province’s audiovisual electronics industry toward continuous advancement in high-end sectors and comprehensively enhance the resilience and competitiveness of industrial and supply chains.
By 2025, the revenue of the province’s audiovisual electronics industry will exceed 300 billion yuan, with an average annual growth rate of approximately 10%. Breakthroughs will be achieved in a number of core and key technologies in fields such as new-generation displays, virtual reality, and smart terminals. Products such as televisions and electroacoustic devices will maintain a global market share ranking among the top three, and a number of globally renowned benchmark brands will be established.
By 2027, the province’s strengths in the “visual” and “audio” industries will be further highlighted, corporate core competitiveness will be significantly enhanced, application scenarios will be comprehensively diversified, and the resilience and security of industrial and supply chains will be markedly improved. The province will have essentially established a nationally leading and globally influential cluster for the audiovisual electronics industry, as well as a new hub for integrated applications.
II. Key Areas
(1) Strengthening New Advantages in High-End Televisions. Accelerate the enhancement of the intelligence and eco-friendliness of existing leading products such as LCD televisions, continuously increase the market share of high-end products, and consolidate and expand our leading position. Further diversify the range of laser television products, actively develop products such as smart projectors, and continuously expand market capacity. Achieve breakthroughs in key technologies for new display technologies such as Micro/mini-LED, and quickly establish the capacity for industrialization and large-scale market promotion.
(2) Promote a New Leap in Virtual Reality. Support cities such as Qingdao and Weifang in expanding the production scale of virtual reality (VR) devices. Enhance the ability of the National Virtual Reality Innovation Center (Qingdao) to aggregate innovation resources across the entire industrial chain. Establish a public distribution service platform to drive the deep integration of VR products into commercial and consumer markets, thereby building a complete industrial chain covering key components, sensing devices, and content production.
(3) Explore new opportunities in audio-visual and electronic components.Support enterprises in continuously strengthening communication and collaboration with domestic and international device manufacturers, accelerating the consolidation of existing markets and the expansion into emerging markets. With greater intensity, integrate into the industrial and supply chains of leading domestic and international enterprises to continuously increase the market share and value-added of acoustic products—such as wireless headphones, microphones, MEMS acoustic sensors, and miniature speakers/receivers—as well as optical products like light guides and opto-mechanical devices. Achieve stable and healthy industrial development by promoting market diversification.
(4) Focus on new application scenarios for commercial displays. Focus on the needs of industry scenarios such as education, conferences, transportation, exhibitions, healthcare, and entertainment to increase the production scale and technical proficiency of products including interactive screens, electronic whiteboards, large LED screens, medical displays, and laser projectors. Support enterprises in transitioning from product sellers to providers of multi-scenario solutions.Promote equipment upgrades in the cultural and tourism sectors. Support the construction and upgrading of facilities such as ultra-high-definition outdoor screens, 3D display screens, and digital light shows in tourist consumption hubs, cultural and tourism leisure districts, and public cultural venues to create immersive cultural and tourism experiences.
(5) Develop the in-vehicle audiovisual sector. Seize the opportunities presented by the development of intelligent and connected vehicles. Support enterprises in strengthening cooperation with new energy vehicle manufacturers, targeting application scenarios such as environmental integration interaction, driving information interaction, and entertainment interaction. Expand the scale advantages of high-end display and high-end audio products, actively develop a series of products including in-vehicle entertainment, cabin acoustics, head-up displays, and touch interaction, and accelerate the market penetration of in-vehicle audiovisual systems.
(6) Enhance the quality of new content production. Encourage television stations and film and television enterprises to utilize ultra-high-definition (UHD) technology to upgrade existing classic audiovisual works, and support the production and transmission of UHD television programs covering sports events, documentaries, films and television series, and cultural and technological content. Relying on film and television industry clusters such as Qingdao’s “Oriental Movie Metropolis,” establish high-quality audiovisual content production bases. Support enterprises in building content aggregation and distribution platforms using big data and artificial intelligence (AI) technologies to promote the multidimensional integration and presentation of high-quality audiovisual content.
III. Key Tasks
(1) Enhancing Independent Innovation Capabilities.
1. Build High-Level Innovation Platforms. Strengthen and effectively utilize major innovation platforms such as National Key Laboratories and National Manufacturing Innovation Centers to fully aggregate industrial innovation factors, leverage the role of innovation entities, and address weaknesses in the industrial chain. Actively promote the establishment of provincial-level platforms—such as Provincial Key Laboratories and Engineering Technology Centers—in the audiovisual and electronics sectors to solidify the backbone of industrial innovation, and encourage eligible provincial-level platforms to strive for national-level status.
Box 1 Action Plan for Innovation Platform Development
Leveraging the National Innovation Center for High-End Intelligent Home Appliances, the National Virtual Reality Innovation Center (Qingdao), the National Engineering Laboratory for Virtual Reality Technology and Applications, the Hisense National Key Laboratory of Digital Multimedia Technology, and the Provincial Key Laboratory of Virtual Reality, we will establish and refine a network of audiovisual electronics technology innovation platforms to promote the enhancement of independent innovation capabilities and the industrial application of research outcomes.
2. Implement Major Science and Technology R&D Initiatives. Support enterprises in actively applying for and undertaking major innovation projects such as the National Industrial Foundation Restructuring Program. Leverage national innovation resources to enhance technological R&D capabilities and product manufacturing standards. Promote provincial science and technology programs to utilize various mechanisms—such as open challenges and competitive selection—to support enterprises in generating a range of foundational and cutting-edge innovation outcomes, thereby facilitating the transformation of scientific and technological achievements into real productive capacity.
Box 2 Action Plan for Breakthroughs in Key Core Technologies
Accelerate the implementation of provincial-level major scientific and technological innovation tasks in virtual reality, new display technologies, and intelligent infrared imaging. Focusing on urgent industrial needs, support equipment manufacturers in collaborating with relevant research institutes and supporting enterprises to achieve major breakthroughs in key chips—such as terminal SoCs, audio-video processing, and video codecs—as well as core technologies including thermal imaging devices, optoelectronic devices, sound-transmitting devices, and interactive devices, thereby continuously enhancing the industry’s core competitiveness.
3. Advance Intellectual Property and Standards Strategy. Support enterprises in high-quality patent creation and utilization within cutting-edge audiovisual electronics fields; encourage enterprises to participate in or lead the formulation of domestic and international standards such as HDR Vivid and Audio Vivid; accelerate industrial applications; achieve synergistic development of technology, patents, and standards; and further enhance the industry’s influence. Strengthen the construction of international intellectual property risk early warning and prevention mechanisms, and establish a sound guidance system for addressing overseas intellectual property disputes.
(II) Optimize the Industrial Development Layout.
1. Strengthen the “Three Core” Cities. Building on existing industrial strengths, we will continuously cultivate and enhance core industrial competitiveness. We will support Qingdao in further strengthening its leading position, promoting the extension of industrial chains upstream and downstream, and comprehensively solidifying its leading advantage in smart living audiovisual technologies; we will encourage Weifang to further expand domestic and international markets and consolidate and expand the scale of its audio-visual and lighting component industries; and we will guide Jinan to accelerate the expansion of its industrial layout in areas such as audiovisual software tools, display modules, and high-quality content.
Box 3 Action Plan for Improving Regional Layout Quality
Expanding Qingdao’s Core Competitive Edge: Support Qingdao in building upon its established strengths in industries such as televisions and virtual reality to continuously enhance production capacity for upstream products like display modules and display materials. Vigorously cultivate new growth areas such as smart commercial display systems, in-vehicle audiovisual systems, and educational and conference audiovisual systems. Actively explore new display technologies including Micro/mini-LED and laser displays, accelerate scale expansion and brand enhancement, and establish a nationally leading hub for audiovisual equipment manufacturing.
Strengthening Jinan’s Soft Power: Support Jinan in leveraging its status as the provincial capital and its abundant cultural and educational resources to encourage cultural and media enterprises to closely follow market demands and focus on enhancing audiovisual content production capabilities. Guide software companies to actively develop supporting software for real-time rendering, audio and video editing, and production. Accelerate the improvement of display chip design capabilities, actively establish production of display modules and components, and build distinctive industrial strengths.
Unleashing Weifang’s Audio Potential: Support Weifang in leveraging its traditional strengths to further strengthen service and support for enterprises. Building on the consolidation and expansion of the scale of electroacoustic components such as smart earbuds and miniature microphones, promote the extension of the industrial chain into areas such as integrated electroacoustic solutions, acoustic devices, and virtual reality equipment. Make every effort to tap into the potential of domestic and international markets and foster the intrinsic momentum of industrial development.
2. Cultivate Regional Distinctiveness. Support Yantai City in maintaining its advantages in liquid crystal materials while encouraging enterprises to expand into new display materials. Support Zibo City in innovating and expanding into fields such as intelligent audio-video capture systems. Support cities like Weihai and Rizhao in intensifying efforts to attract both investment and talent in project development and emerging sectors such as consumer electronics. Support other cities in leveraging their resource endowments to strengthen the cultivation of application scenarios, using deepened applications to drive industrial development and create new growth momentum.
3. Establish Industrial Agglomeration Zones. Encourage finished-product manufacturers to open up their market, supply, and innovation chains, attracting a cohort of high-tech supporting enterprises and ecosystem partners with strong synergistic potential to form advanced manufacturing clusters characterized by highly concentrated resources and close division of labor and collaboration. Support relevant functional zones in strengthening industrial planning and factor inputs in the audiovisual electronics sector, guiding the aggregation of leading enterprises, major engineering projects, and key initiatives to build specialized and distinctive industrial parks.
Box 4 Cluster and Agglomeration Development Initiative
Leveraging the Jinan-Laiwu Smart Optoelectronics Industrial Park and the Inspur Ultra-HD New Display Manufacturing Base;the Qingdao Haier Kaoas Industrial Internet Eco-Park, Hisense Information Industry Park, Goertek Microelectronics Industrial Park, Qingdao Virtual Reality Industrial Park, and New Display Technology Industrial Park; as well as the Weifang Goertek Optoelectronics Park, Smart Hardware Industrial Park, and Optical Industry Park, we will intensify efforts in enterprise cultivation, technological innovation, and ecosystem development. This will continuously enhance industrial concentration and brand influence, creating a number of pilot zones for high-quality development and innovation hubs within the audiovisual electronics industry.
(3) Strengthening the Support of Industrial Entities.
1. Refine a range of high-end products. Adhere to the integration of product manufacturing and typical applications. Focusing on key sectors such as home, automotive, and commercial applications, strengthen the integrated application of technologies like artificial intelligence. Cultivate and launch a series of pioneering products that feature major breakthroughs in principles, structure, and performance, and possess broad market prospects. Help innovative products build brand recognition and expand markets, thereby establishing a sound mechanism where application drives quality improvement.
2. Strengthen a group of high-quality enterprises. Support leading enterprises in further expanding production capacity and enhancing brand value, continuously strengthening their influence on the industrial ecosystem. Support key enterprises in focusing on building distinctive product advantages, continuously enhancing market competitiveness, and accelerating the expansion of growth opportunities. Support small and medium-sized enterprises in pursuing specialized, refined, distinctive, and innovative development, vigorously enhancing their capabilities in technological and product innovation, and playing a greater supporting role in the high-quality development of industrial and supply chains.
3. Implement a series of major projects. Strengthen the planning of audiovisual and electronic projects, focusing on the construction of major projects characterized by large investment scale, high technological content, and a significant role in driving industrial development. Actively include eligible projects in the provincial list of key digital industry projects, continuously enhance support for resource factors such as land, energy, and environmental protection, and accelerate the realization of tangible project progress.
Box 5 Major Project Construction Initiative
Focus on strengthening existing strengths: Accelerate the construction of projects such as the Jinan Micro/Mini-LED Module Project, the Qingdao LED High-Definition Display Terminal Smart Manufacturing Project, the Yantai Infrared Imaging System Project, and the Weifang High-End Virtual Reality System Product Key Technology R&D and Industrialization Project to rapidly achieve industrial scale. Focus on addressing weaknesses: Promote the development of projects such as the Jinan Semiconductor Laser Project, the Yantai High-Performance Image Processing Chip Project, and the Weihai Image Sensor Project to enhance the industry’s core competitiveness.Focus on fostering new growth areas: Support projects such as Jinan’s optoelectronic display sector, Weifang’s automotive electronics manufacturing and testing capacity upgrades, and the construction of smart automotive module upgrade and expansion projects to cultivate new drivers of industrial growth.
(4) Expand market application opportunities.
1. Build and enhance high-end brands. Lead enterprises in launching special campaigns to expand product varieties, improve quality, and create brands. Guide enterprises to accelerate technological iteration, continuously improve internal management and quality control standards, and refine brand development strategies. Encourage enterprises to obtain third-party high-end quality certifications, implement quality grading systems, and accelerate the enhancement of brand image and influence, thereby creating a group of regionally distinctive brands and internationally renowned brands.
2. Unleash consumer potential. Establish a number of application experience centers, such as virtual reality centers, to optimize the consumer experience and boost consumer vitality. Leverage policy support for “first-of-a-kind” equipment and “first-version” software to guide enterprises in increasing the supply of intelligent, eco-friendly, and age-friendly products, launching a range of personalized customization solutions, and creating new consumption scenarios for audiovisual electronics. Promote the trade-in of old home appliances and encourage home appliance manufacturers and retailers to conduct various promotional activities.
3. Expand application scenarios. Accelerate the maturation and implementation of 4K/8K ultra-high-definition technology, and encourage the adoption of products such as 4K/8K televisions, projectors, laser televisions, high-quality audio systems, virtual reality terminals, and naked-eye 3D display terminals in households. Collect a series of pioneering application cases and publish a list of recommended products, support enterprises in actively participating in the construction of innovative scenarios such as smart cities, smart homes, smart mobility, smart factories, smart sports, and smart health and elderly care, and intensify product promotion efforts.
(V) Fostering a Healthy Industrial Ecosystem.
1. Enhance the resilience of industrial and supply chains. Organize a series of activities to integrate and strengthen industrial chains, supporting enterprises in collaborating with domestic upstream and downstream suppliers to conduct joint R&D, integration and adaptation, and optimization and migration. This will foster systematic capabilities characterized by application-driven whole-machine development, matched chip production capacity, functionally compatible components, and a robust standards ecosystem, thereby solidifying the industrial foundation and building a secure and resilient industrial and supply chain system.
2. Improve infrastructure development. In accordance with national policies, construct a number of data centers compatible with the demands of multi-audiovisual scenarios. Leverage the roles of the Jinan and Qingdao national Internet backbone interconnection points to lead and drive the construction and upgrading of gigabit cities, increase the penetration rate of gigabit optical networks to households and 5G coverage, and enhance capabilities for high-speed transmission, flexible scheduling, and intelligent adaptation, thereby providing support for the development of high-bandwidth audiovisual services such as ultra-high-definition video.
3. Establish public service platforms. Following a model of government guidance, social co-construction and sharing, and market-oriented operation, support specialized social organizations in collaborating with relevant industrial clusters to establish public service institutions. Create cross-regional and cross-industry communication and coordination channels to provide services such as technology transfer, product testing and certification, intellectual property protection, and standard system optimization, thereby promoting orderly integration and coordinated cooperation between upstream and downstream sectors of the industrial chain as well as between supply and demand sides.
IV. Support Measures
(1) Strengthen Coordination and Collaboration. Relying on the provincial “chain leader system” mechanism for the next-generation information technology industrial chain, we will enhance coordination between provincial and municipal levels and inter-departmental collaboration to jointly address major scientific and technological innovation challenges, the construction of major engineering projects, and the promotion of applications in key industries. We will implement national policies and measures related to integrated circuits and new display technologies to avoid low-level duplication of construction and guide the healthy and stable development of the industry.
(2) Strengthen fiscal, tax, and financial support. Implement tax preferential policies for the integrated circuit and software industries, and ensure eligible enterprises receive tax reductions and exemptions in accordance with laws and regulations. Based on the urgent needs of the audiovisual electronics industry, implement fiscal incentive policies to increase support for the sector. Direct the Provincial Fund for the Transformation of New and Old Growth Drivers and the Special Fund for Digital Economic Development toward the audiovisual electronics sector, deepen financial partnership mechanisms, and precisely enhance financing support for the industry.
(3) Strengthen Talent Development. Further leverage the integrated mechanism of the “four chains” (talent, education, industry, and innovation), support key enterprises in taking the lead, and collaborate with universities and research institutes to carry out initiatives such as joint talent recruitment and sharing, industry-education integration for collaborative talent cultivation, and joint research on key technologies, thereby attracting and cultivating a group of high-end talents. Support relevant institutions in strengthening the development of disciplines related to the audiovisual electronics sector to better align talent cultivation with industrial development needs.
(4) Deepen international exchange and cooperation. Support enterprises in pursuing global and high-end development, build international marketing service systems, optimize the structure of export products, and increase their value-added. Organize industry-matching and exchange events such as the Consumer Electronics Expo, Virtual Reality Innovation Conference, and Laser Display Conference to high standards; further expand the reach of major events; establish platforms for investment and talent recruitment as well as talent-capital matching; and fully aggregate and utilize domestic and international resources to empower the development of our province’s industries.
