The Annual Report on Development of New Media in China (2025), widely known as the Blue Book of New Media, was released on December 2 in the Changzhou Economic Development Zone. Under the theme “Embrace change, ignite an intelligent future,” the event also featured a seminar examining the breakout success of this year's Jiangsu Football City League—nicknamed “Suchao” by netizens. Experts and researchers from leading national institutions gathered to discuss how mainstream media can navigate the surge of technological transformation, seize emerging opportunities, and enhance their capacity for content production and communication. The seminar also took a closer look at the driving forces behind the wide-reaching influence of “Suchao.”

The event was attended by Liu Li, deputy director of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences; You Jian, deputy director of the Office of the CPC Jiangsu Provincial Cyberspace Affairs Commission; Chen Zhiliang, member of the standing committee of the CPC Changzhou Municipal Committee and head of the publicity department; and Tu Fa, deputy general manager of Phoenix Publishing and Media Group.

Chen Zhiliang presented Changzhou’s progress in advancing integrated media reform and building an all-media communication system. Leveraging the promotional momentum of the “Suchao” league this year, Changzhou developed a communication model led by mainstream media, strengthened by self-media creators, enriched through interaction with online influencers, and enhanced by international communication. This approach expanded the city’s online visibility, converted public attention into consumption, and contributed to real economic growth—producing a strong example of innovation in new-media communication.

According to available data, during the “Suchao” season Changzhou generated 656 trending topics, surpassed 15.5 billion online views across platforms, and accumulated more than 250 million views on major match live streams. The league progressed from a local highlight to a national trending story. Experts, researchers, and industry peers at the seminar concluded that the success of “Suchao” lies in co-creation, emotional resonance, and shared benefit.

At the seminar, the Changzhou News Media Center also shared its practical experience in promoting systematic reform within the city’s mainstream media organizations.

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