Most think gold-jewelry ads belong on TV and in malls. Look closer: gold brands run to stations faster than anyone. MOKINGRAN signed with Zhaoxun Media, blanketing 214 cities, 456 stations, 5,499 screens. SAIFEE dominates stations every Spring Festival — Beijing West, Shenyang North, Shenzhen North. LIUGUIFU named a train and ran LED across 20+ Northeast stations. Jewelers don't just wait on the high street; they grab people at the station.
1. Why stations
Station crowds skew business, high-income, high-spend — the gold-buying core. The station carries state-infrastructure trust; a jeweler hung there rides the tone up a notch. MOKINGRAN used Zhaoxun's screens to push "high-purity craft gold," and as youth become the main buyers, the brand wants face time with mainstream travelers.
▲ Yulin North hall light box — premium, long dwell, good for a jeweler's trustZhaoxun's network tops 1 billion annual reach. For a jeweler, one buy covers hundreds of cities — far cheaper than building brand store by store.
2. Yulin's gold buyers meet that crowd
Yulin people value face and ties; weddings, first-month, gifts all need gold. Each Spring Festival the Nan-Yu line peaks; returnees land with mother-in-law expectations and year-end bonuses, heading straight to jewelers. Yulin North now runs 5–6k daily; after Yu-Cen opens end-2026 and full line 2027, it climbs to 10–20k, returnees and visitors doubling.
Local jewelry shops face this flowing crowd. A station appearance beats a city screen — travelers see the brand before leaving Yulin.
▲ Yulin North's 152㎡ LED — first screen for a jeweler's launch and presence3. Three stations, three crowds
Yulin North meets out-of-town buyers and returnees — flagship image, new lines. Xingye South serves county towns — wedding sets, trade-in. Hengzhou draws tea traders and visitors — store pointer, in-store gift.
Mix: LED for presence, light boxes for long hold, screens for specific styles. One station, one message.
4. Don't make it a blight
Copy under eight characters, key visual over 70%, QR in the corner for trade-in or gift. Skip "purest" "No.1" — the Ad Law bounds that. A real piece beats text blocks; one glance shows the style.
5. Lock before the line, now cheapest
The Nan-Yu line carried 2.75M in year one. The three-station package floor is 700k/year on a six-year term: 97 light boxes, 152 sqm LED, 14 screens — a clear media list. Once Yu-Cen opens, flow doubles, good slots go to brands first, then price rises. The package can still be negotiated; wait and the best are gone.
—— Guangxi Lianping Media, exclusive operator of Nan-Zhu Nan-Yu rail advertising (Yulin North, Xingye South, Hengzhou) | Li Hongxin 18878774848 (WeChat same)