"Shanghai Yangpu makes a big move: Excellent UP owners get a maximum subsidy of 2 million yuan for home purchases."

Note: UP host, uploader, that is, the uploader or content creator, an online buzzword, refers to the person who uploads video or audio files on video websites, etc.

In the past two days, a well-known blogger with millions of fans posted a video on platforms such as Douyin and Bilibili, which was accompanied by screenshots of the above official report.

According to the official information platform of the Yangpu District Investment Promotion Office, on the afternoon of May 8, Yangpu District held the 2025 Yangpu District Talent High-Quality Development Conference and released a series of policies including the "Yangpu District's Implementation Rules on the "Excellent Enjoyment Plan" of Global Internet Quality Content Creators" (hereinafter referred to as the "Rules").

The policy mentioned that qualified Internet high-quality content creators can enjoy housing subsidy support when purchasing houses in Yangpu District, among which strategic creative talents can receive up to 2 million yuan in housing purchase subsidy.

0 1

The lowest number of fans is in the top 8% of the platform

The "Detailed Rules" are mainly to support high-quality Internet content creators working and living in Yangpu District, implement a gradient talent plan, and launch a total of ten major measures, including talent housing security, incubation platform co-construction, creative incentive support, and talent salary rewards.

Source: Yangpu District People's Government Official Website

In terms of talent housing security, for those who purchase the first self-occupied commercial housing in Yangpu District, the district talent bureau and employers will provide a one-time housing subsidy of 500,000 to 2 million yuan in accordance with the same proportion. Among them, strategic talents can earn up to 2 million yuan, leading creative talents can earn up to 1 million yuan, and potential creative talents can earn up to 500,000 yuan.

According to The Paper, high-quality Internet content creators move into the Scientist Community and other certified high-quality talent communities in Yangpu District, giving priority to housing supply and providing rental subsidy support of up to 8,000 yuan per month, with a maximum subsidy time of up to 3 years. Among them, strategic creative talents will be subsidized by 8,000 yuan per month, leading creative talents will be subsidized by 5,000 yuan per month, and potential creative talents will be subsidized by 3,000 yuan per month.

How to divide the hierarchical standards of UP owners? The "Detailed Rules" stipulate that creators are divided into three levels according to their popularity, influence and contribution to Yangpu's economic and social scale: strategic creative talents, leading creative talents, and potential creative talents.

Strategic creative talents are top talents who can promote the high-quality development of the digital content industry in accordance with one of the following conditions: digital content works have a leading level in the entire network communication and influence at home and abroad, or their works have won major international awards; the number of accounts is the top 1% of the Internet platform; other talents equivalent to the above-mentioned level.

Leading creative talents are high-end talents who can grasp the orientation of the digital content industry and play an innovative demonstration role in: digital content works have a high level of communication and influence on the entire network, or their works have won major national awards; the number of accounts is the top 5% of the Internet platform; if talents are newly introduced by institutions, they should promise to serve the application and rely on the unit for 3 years; other talents equivalent to the above-mentioned level.

Potential creative talents are innovative talents who meet the following conditions and have great development potential: digital content works have certain communication and influence on the entire network, or their works have won major provincial (municipal) awards; account attention is the top 8% of the Internet platform; digital creation content has been recognized by peer experts, has a certain reputation in the industry, and has the potential to become a leading talent in the field; talents who are newly introduced by institutions should promise to serve for 3 years in the application and rely on the unit; other talents equivalent to the above-mentioned level.

In terms of application process, Internet high-quality content creators implement recommendation and certification, which can be applied throughout the year and will be reviewed and certified through joint meetings.

In fact, the reporter of "Daily Economic News" noticed that on July 10 last year, the official website of the Yangpu District Government issued the "Implementation Opinions on the "Excellent Enjoyment Plan" for Global Internet Quality Content Creators (Trial)" and stated that it is the first of its kind nationwide.

Source: Yangpu District People's Government Official Website

02

"We still have to work hard"

The "Detailed Rules" has attracted the attention of content creators on the Internet platform.

The reporter of Meike found the aforementioned blogger. On May 10, he told the reporter of Meike through text that although according to the rules, the new measures of housing purchase subsidies cannot benefit him, he still applauded Yangpu District. Self-media has developed into a large-scale industry, but we have never seen favorable policies for practitioners. The Yangpu District's measures this time expressed respect for practitioners.

Another real estate blogger in Yangpu District lamented to the reporter of the China Business News via phone that "it's too early to buy a house." He said that the measures to directly provide housing subsidies will help encourage content creators to view houses and promote the development of the regional real estate market. However, this policy targets limited housing purchase groups. In other words, it is difficult to get this subsidy. "Internet content creation is very simple. To reach the top level of the platform, I may have to work hard (myself)."

In recent years, Yangpu District has gathered headquarters of many leading domestic Internet companies, such as Bilibili, Dewu, Meituan, etc., bringing a large number of young Internet practitioners and creators. In addition, major projects such as China Energy Conservation Shanghai Headquarters, Douyin Group Shanghai Riverside Center, and Super Heshenghui are also accelerating.

Song Hongwei, co-dean of Tongce Research Institute, analyzed that industries in digital economy and new quality productivity have tight demand for talents, and localities have strong driving force in this regard and are constantly introducing measures to attract talents.

"The cycle of content production and creation is actually relatively long, and there are many uncertainties. The business and living costs in first-tier cities are high, and it will be difficult to survive without subsidies." Song Hongwei said.

In the view of Lu Wenxi, a market analyst at Shanghai Zhongyuan Real Estate, housing purchase subsidies play a great role in attracting and retaining high-end talents. Objectively speaking, the housing prices and rental costs in the Yangpu area are no longer low.

According to incomplete statistics, last year, Yangpu District sold residential land in total 8 times, all of which were sold at a premium, with the highest premium rate reaching 23.2%, and the prices of some new houses exceeded 100,000 yuan per square meter.

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Notice: The content above (including the videos, pictures and audios if any) is uploaded and posted by the user of Dafeng Hao, which is a social media platform and merely provide information storage space services."

[Editor in charge: Yuan Xindi PF182]