Anhui Xinhua Media (AXM) was listed as a China Well-Known Brand in 2012, according to a phone-video conference on brand strategy held March 22. Anhui Xinhua Media is the first Anhui-based China Well-Known Brand in the cultural industry.

In recent years, the Anhui Department of Industry and Commerce has optimized the market admission and development environment for cultural enterprises in order to speed up the development of cultural enterprises. Anhui also encourages, supports and attracts social capital to start cultural enterprises. Meanwhile, a special fund was established for cultural enterprises creating their own brands.

As of the end of last year, the number of registered brands exceeded 100,000, with well-known brands hitting 117.