很多本地老板问：手头就10万，能不能投高铁站广告？这个问题最近被问得特别多。
能。但别想包场。10万块钱在高铁站做广告，买的是组合拳，不是包圆。先想清楚一件事：这10万是为了让人记住品牌，还是为了让人到店，又或者只是为了长期占位。
想清楚了，再决定LED大屏、刷屏机、灯箱这三样怎么分。
一、三种媒体，各司其职
LED大屏是站里的C位。玉林北站候车厅正对座椅区的那块大屏，旅客坐下抬头就能看到。画面大、亮度高、能放视频。缺点是单价贵，按周或按月租，预算少了撑不住。
▲ 玉林北站候车厅LED大屏，正对座椅区，是站内视觉焦点刷屏机是高频提醒。进站口、候车厅、检票口附近都有，一块一块竖屏轮播。旅客路过时扫一眼，一天能被提醒好几次。价格比LED低，适合反复曝光。
▲ 候车厅刷屏机分布在旅客必经动线，可高频轮播灯箱是静态占位。进站通道、候车厅墙面、出站通道都能装。画面固定，24小时亮着，成本最低，适合做长期形象。缺点是不能动，信息必须简单。
▲ 候车厅灯箱长期亮灯，适合做静态品牌形象二、10万预算，三种分法
按目标不同，10万可以拆成三种打法。
方案A：品牌曝光型
LED大屏 50%（约5万）
刷屏机 30%（约3万）
灯箱 20%（约2万）
适合新品上市、品牌升级、招商节点。LED大屏打声量，刷屏机补频次，灯箱做收尾。按玉林北站日均五六千客流估算，LED大屏一个月曝光量约15万人次，适合需要集中发声的品牌。
方案B：精准触达型
LED大屏 20%（约2万）
刷屏机 40%（约4万）
灯箱 40%（约4万）
适合本地餐饮、家居、建材这类需要反复提醒的行业。不追求一炮而红，追求让旅客在安检、候车、检票三个节点都看到品牌。旅客停留30到40分钟，多次触达更容易留下印象。
方案C：长期占位型
LED大屏 0%
刷屏机 30%（约3万）
灯箱 70%（约7万）
适合预算有限、更看重长期曝光的品牌。灯箱月费低，签3个月或6个月，平均每天成本更低。像地产、金融、汽车品牌就喜欢这种打法，长期占住进出站通道。
三、周期怎么选
一个月适合打节点。新品上市、开业、展会前，短期高频，集中爆破。钱要花在刀刃上，画面信息要简单直接。
三个月适合做市场教育。同一批往返旅客反复看到，慢慢建立认知。适合刚进入玉林市场的新品牌。
六个月适合品牌建设。灯箱长期占位，旅客每次进站都看到，形成稳定印象。本地老字号、区域龙头常用这个周期。
四、别只看刊例价，隐性成本也要算
很多品牌主拿到报价单只看一个月多少钱，忽略了制作费、上刊费、画面设计费、合规审核费。
一块灯箱画面制作成本几千到一万不等。LED视频素材要重新剪辑，不能直接搬抖音视频。高铁站LED屏一般按15秒一轮播制作，太长会被截，太短信息说不完。画面里出现“最佳”“第一”这类词，还得改，否则上不了刊。
有些媒体方会把制作费拆成画面设计、喷绘、安装多个项目，分开报价看起来便宜，加起来可能比全包价高出20%。签合同前务必让对方列明全部费用。
签合同前，让媒体方把所有费用列清楚。总价除以总曝光人次，算出真实CPM，再决定值不值。
五、玉林北站现在投，算不算早？
南玉高铁2026年1到5月累计发送旅客123.82万人次。玉林北站作为断头路站，日均客流五六千。这个基数不算大，但人“跑不掉”——旅客进站后停留30到40分钟，必须经过候车厅、检票口、通道。
现在的五六千客流里，商务、探亲、务工人群占大头。这些人正是本地家居、建材、餐饮品牌的目标客户。只要广告内容对口，转化率不会差。
更关键的时间节点是年底。玉岑段预计2026年底开通，到时候玉林北站不再是断头路，客流大概率会翻几倍。现在签约、年底上刊，等于用现在的价格锁住未来更高客流的位置。
六、谁来对接执行？
建议品牌主指定一个内部对接人，负责素材、审核、上刊确认。高铁站广告不是付了钱就完事，画面设计、法务审核、上刊拍照、异常处理都需要配合。
媒体方这边要有专人跟进每个点位、每个时段。联屏传媒的做法是：素材提前一周提交审核，上刊当天提供照片，投放中定期巡检，结束提供下刊凭证。
素材最好提前一周确认，避免上刊前临时修改导致档期延误。高铁站广告是排期制，一个环节卡住，整个档期都会受影响。
结语
10万预算投高铁站广告，不是不能投，而是不能乱投。
LED大屏打声量、刷屏机做提醒、灯箱长期占位。按自己的目标拆分预算，把周期和隐性成本算进去，这笔钱就能花在刀刃上。
品牌不是一天建成的。但在高铁站这种“必须看”的场景里，10万块的组合拳，足以让旅客记住你。
—— 广西联屏传媒，南珠高铁南玉段广告独家运营方 | 李洪鑫 18878774848（微信同号）
English Version
A lot of local business owners ask: I only have 100,000 yuan. Can I still advertise at a high-speed rail station? This question keeps coming up.
Yes. But don't expect to own the place. With 100,000 yuan, you're buying a combination, not a takeover. First, answer one question: is the money for brand awareness, driving store visits, or simply holding a long-term position?
Once you know that, decide how to split it among LED screens, digital panels, and lightboxes.
1. Each medium has its own job
The LED screen is the center of attention. In Yulin North Station's waiting hall, the big screen faces the seating area. Passengers look up and see it. It's large, bright, and can play video. The downside is the price. Renting it by the week or month eats budget fast.
▲ The LED screen in Yulin North Station's waiting hall faces the seating area, the station's main visual focus.
Digital panels are for repeated reminders. They're placed near the entrance, waiting hall, and ticket gates, rotating ads on vertical screens. Passengers glance at them as they walk by and get reminded several times a day. The price is lower than LED, so they work well for repeated exposure.
▲ Digital panels sit along the passenger route and rotate ads at high frequency.
Lightboxes are static positions. They go in entry corridors, waiting hall walls, and exit passages. The image stays fixed and stays lit 24 hours a day. The cost is the lowest, so they're good for long-term brand image. The downside is no motion, so the message has to be simple.
▲ Lightboxes stay lit around the clock and suit static brand images.
2. Three ways to split 100,000 yuan
Depending on the goal, the same 100,000 yuan can be split three ways.
Plan A: Brand exposure
LED screen 50% (~50,000 yuan)
Digital panels 30% (~30,000 yuan)
Lightboxes 20% (~20,000 yuan)
Best for new product launches, brand upgrades, or investment promotion. The LED screen creates noise, digital panels add frequency, and lightboxes close the loop. Based on Yulin North's current daily flow of five to six thousand passengers, a one-month LED placement can deliver roughly 150,000 impressions.
Plan B: Targeted reach
LED screen 20% (~20,000 yuan)
Digital panels 40% (~40,000 yuan)
Lightboxes 40% (~40,000 yuan)
Best for local restaurants, home furnishing, or building materials that need repeated reminders. You're not trying to go viral; you're trying to show up at security, waiting, and ticket-checking. Travelers stay 30 to 40 minutes, so multiple touches are more likely to stick.
Plan C: Long-term hold
LED screen 0%
Digital panels 30% (~30,000 yuan)
Lightboxes 70% (~70,000 yuan)
Best for brands with limited budgets that want long-term exposure. Lightbox monthly fees are low. Signing for three or six months brings the daily cost down further. Real estate, finance, and auto brands often prefer this approach, holding entry and exit corridors over the long run.
3. How long should the campaign run?
One month fits a focused moment: product launch, store opening, or pre-event push. Short, high frequency, concentrated impact. The message has to be simple and direct.
Three months fits market education. The same returning travelers see the ad again and again, slowly building recognition. This suits new brands entering the Yulin market.
Six months fits brand building. A lightbox stays in place, so passengers see it every time they enter the station, forming a stable impression. Local established names and regional leaders often use this cycle.
4. Look beyond the rate card; hidden costs matter
Many brand owners only look at the monthly rate and forget production, installation, design, and compliance review.
A single lightbox print can cost a few thousand to ten thousand yuan. LED video material has to be re-edited; you can't just reuse a Douyin video. High-speed rail LED screens usually rotate in 15-second slots, so anything too long gets cut and anything too short can't deliver the message. If the creative uses words like "best" or "number one," it has to be changed or it won't be approved.
Some publishers split production fees into design, printing, and installation, making each line look cheap while the total can run 20% higher than an all-in quote. Before signing, ask for a complete cost breakdown.
Before signing, ask the publisher to list every cost. Divide the total by total impressions to get the real CPM, then decide if it's worth it.
5. Is it too early to advertise at Yulin North Station?
From January to May 2026, the Nan-Yu high-speed railway carried 1.2382 million passengers. As a stub-end station, Yulin North currently handles around five to six thousand passengers a day. That base isn't huge, but the people can't escape—they stay in the station 30 to 40 minutes and must pass through the waiting hall, ticket gates, and corridors.
Among those five to six thousand daily passengers, business travelers, family visitors, and migrant workers make up the bulk. These are exactly the target customers for local home furnishing, building materials, and restaurant brands. As long as the creative matches their needs, conversion is realistic.
The bigger timing point is year-end. The Yulin-Cenxi section is expected to open by the end of 2026. Once that happens, Yulin North will no longer be a dead end, and passenger flow will likely multiply. Signing now and going live at year-end means locking in today's price for tomorrow's higher traffic.
6. Who handles execution?
The brand should assign an internal contact for creative, review, launch confirmation, and issue handling. High-speed rail advertising isn't a pay-and-forget deal. Creative design, legal review, launch photos, and anomaly handling all need coordination.
On the publisher side, there should be a dedicated person for every site and every time slot. Our workflow at Lianping Media is: submit creative one week in advance for review, provide launch photos on the first day, conduct regular inspections during the run, and provide takedown proof at the end.
Confirm creative at least one week before launch. Last-minute changes can delay the whole schedule. High-speed rail ads run on fixed schedules; if one step gets stuck, the whole slot is affected.
Conclusion
A 100,000-yuan budget can work for high-speed rail advertising. The trick is not to waste it.
LED screens create noise, digital panels deliver reminders, and lightboxes hold long-term positions. Split the budget by your goal, factor in the cycle and hidden costs, and the money lands where it matters.
Brands aren't built in a day. But in a forced-viewing environment like a high-speed rail station, a well-planned 100,000-yuan mix is enough to make travelers remember you.
— Guangxi Lianping Media, exclusive operator of Nanzhu High-Speed Rail Nanyu section ads | Li Hongxin 18878774848 (WeChat same number)