Since the first quarter of 2022, a media outlet has been evaluating the information dissemination performance of new media platforms operated by Shenzhen municipal state-owned enterprises and listed companies where Shenzhen state-owned capital holds controlling or significant stakes. The assessment focuses on readership as a primary indicator of account influence, resulting in the "Shenzhen State-Owned Enterprise New Media Information Dissemination Watchlist." The initiative aims to identify and analyze outstanding communication cases, summarizing operational and dissemination experiences to foster the robust development of these platforms. This month's release covers the watchlist for February 2026.
The evaluation covers 31 primary accounts of Shenzhen state-owned enterprises and 23 WeChat public accounts of listed companies associated with Shenzhen state-owned capital, totaling 54 accounts. Notably, several of the 31 state-owned enterprise accounts belong to already listed companies.
**Primary State-Owned Enterprise Accounts: Publication Volume Generally Contracts, Public Service Leads While Specialized Sectors Face Pressure** In February, the 31 public accounts collectively published 722 articles, a decrease of 77 compared to January. Leading accounts such as Shenzhen Bus Group and Diyi Talent maintained growth in their publication volume. Regarding readership, the total overall read count declined month-over-month, influenced by decreases at several accounts. Readership for Shenzhen Metro and Shenzhen Bus Group saw varying degrees of reduction. Conversely, accounts like Shenzhen Investment Holdings, Shenzhen Energy, and Shenzhen Gas experienced growth in readership against the trend. Overall, the operational performance of accounts diverged significantly in February.
By total article count, the top three were Shenzhen Bus Group (70), Shenzhen Metro (56), and Diyi Talent (52). Those at the bottom were Shenzhen Duty Free (5), Shenzhen Smart City Group (5), and SEZ Construction & Development Group (1). Shenzhen Metro entered the top three, yet was the only account among them to reduce its publication volume. Shenzhen Energy, Shenzhen Investment Holdings, and Shenzhen Institute of Public Safety & Emergency Management showed significant declines in article count compared to the previous month, with Shenzhen Energy seeing the largest drop of 24 articles.
From a readership perspective, Shenzhen Metro, Shenzhen Eastern Bus, and Guosen Securities led the list with reads exceeding 774,000, 124,000, and 119,000 respectively. Shenzhen Metro's performance was particularly notable, with articles like "Good Morning, Liuxiandong!" and "Friends Who 'Broke Up' at Jiahe Wanggang, Come to Shenzhen to 'Turn Over'!" surpassing 100,000 reads each. Shenzhen Institute of Public Safety & Emergency Management, Zhenye Sunshine Procurement, and SEZ Construction & Development Group were at the bottom of the list with reads of 1,265, 472, and 47 respectively.
In terms of likes, the leaders were Shenzhen Metro (7,270), Shenzhen Bus Group (1,509), and Guosen Securities (798). Shenzhen Metro's total likes have grown for two consecutive months since December last year. Zhenye Sunshine Procurement (1) and SEZ Construction & Development Group (0) ranked at the bottom with single-digit figures. For recommendations, Shenzhen Metro, Shenzhen Eastern Bus, and Guosen Securities were top with 2,828, 307, and 298 respectively. Compared to January, the total recommendations for Shenzhen Eastern Bus and Guosen Securities saw minor declines. Zhenye Sunshine Procurement and SEZ Construction & Development Group trailed with zero total recommendations.
Amid the overall contraction, Shenzhen Energy reduced its article count by nearly 40%, yet achieved growth in total reads, average reads, and interaction data, demonstrating a strategy of "reducing quantity while improving quality." A specific analysis of its January and February performance and content strategy follows.
**Shenzhen Energy Public Account Analysis** The Shenzhen Energy public account is positioned to release major group updates, showcase corporate development achievements, and communicate cutting-edge industry information. Its content focuses on the company's strategic layout, project progress, and technological breakthroughs, targeting internal employees, industry professionals, and citizens interested in the energy sector. In February, the account exhibited the "reduce quantity, improve quality" characteristic: article count decreased by 24, but total reads increased by 5,953, average reads rose from 874 to 1,547, and interaction metrics like likes and recommendations grew concurrently.
Looking at read distribution, February had 5 articles exceeding 3,000 reads, two more than January. The top-read article, "Shenzhen Energy and NARI Group Sign Cooperation Framework Agreement," reached 7,740 reads, a significant increase over January's top article. Content-wise, articles on major meetings and strategic collaborations contributed substantially to readership. This type of formal content maintains stable readership, reflecting user interest in major corporate developments and high-level interactions. Furthermore, Spring Festival-themed planning significantly supported traffic peaks. Multiple holiday-related articles surpassed 3,000 reads, with "Shenzhen Energy Delegation Visits Ghana for Spring Festival Greetings and Research" and "Shenzhen Energy Group | New Year Greetings" ranking second and third in February reads by effectively combining corporate warmth with the festive atmosphere, achieving good user acceptance.
Overall, Shenzhen Energy maintains a clear, "event-driven" positioning. Major events and festival planning are key levers for boosting readership. Future efforts could strengthen festival planning, appropriately diversify content formats, and increase popular science and service-oriented content to further expand the user base.
**Listed Companies with Shenzhen State-Owned Capital: Publication Volume Continues Decline, Leading Players Reshuffle, PING AN Leads Against Trend** In February, the overall activity of the 23 listed company public accounts declined, with decreases普遍 in both publication volume and readership. Only PING AN achieved growth across multiple metrics against the trend. In total article count, the 23 accounts published 154 articles, 44 fewer than in January. Shenzhen Airlines led with 24 articles, retaining the top spot. Tellhow Information and Shenzhen Special Type Force tied for second with 14 articles each. China Energy Conservation Ironman and Shenzhen Investment Holdings did not update this month. Regarding change, four companies, including TYC and Sunell, saw positive growth. Eight companies, including CIMC and Leaguer, saw decreases exceeding 5 articles. The number of companies reducing publication volume increased from 13 in January to 17, indicating a continued overall decline in activity.
In total readership, PING AN surged to first place with over 106,000 reads, an increase of nearly 70,000 from January. Shenzhen Airlines (82,593) and CIMC (36,575) ranked second and third. Only five companies achieved positive growth, while the other 18 experienced declines. Etern, Hytera, and Leaguer all saw drops exceeding 19,000 reads. The number of companies with negative readership growth increased from 10 in January to 18.
For likes, PING AN (1,707) nearly tripled its count from January, jumping from fourth to first place. CIMC (640) and Shenzhen Airlines (340) ranked second and third, but saw decreases compared to January. Eight accounts had like counts exceeding one hundred. China Energy Conservation Ironman and Shenzhen Investment Holdings recorded zero likes for the second consecutive month, while Shenzhen Special Type Force (8) and Infinova (4) remained at low levels.
Regarding recommendations, PING AN (1,473) also nearly tripled its count from January, leading strongly. CIMC (297) and Duoss Intelligent (192) placed second and third, but both declined compared to January. Only three companies had recommendation counts over one hundred, while nine had counts below ten. China Energy Conservation Ironman and Shenzhen Investment Holdings recorded zero recommendations, indicating further concentration among top performers.
In summary, February's data for Shenzhen state-owned enterprise new media platforms showed an overall trend of "general decline with persistent divergence." Among primary accounts, public service-oriented ones led while specialized sectors faced pressure. Among listed companies, most declined except for PING AN, which led against the trend. Shenzhen Energy achieved readership growth through its "reduce quantity, improve quality" strategy. Ultimately, data performance is just one assessment dimension; the key lies in whether it aligns with the account's own positioning. For listed companies, fulfilling core functions like information disclosure and investor communication constitutes their primary value. For primary state-owned enterprise accounts, "content relevance" and "operational systematization" remain core factors influencing performance—public service accounts need data to verify public connection effectiveness, while specialized sector accounts should focus on efficiently delivering information to and fulfilling functions for their specific target audiences.
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