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China Venture and Investment Professional Portal After the Spring Festival, the message that a unicorn can land in advance of the A-shares ignited the entrepreneurial circle and the investment circle. Which companies have the best chances? There are many people in the investment community who say: Who is the unicorn, to see the Focus, who will become The unicorn also visited Focus. This time we interviewed Jiang Nanchun, the founder of Focus Media, and exclusively described how the unicorn was made. 'There are four kinds of commercial wars in China. You have to choose your style according to market position: The boss is fighting a defensive battle. When the industry does not have a leading brand, you have to block the category, become synonymous with the industry, build brand barriers, such as 'nature is enough'; The second child usually plays an offensive game, attacking the boss, for example, “Just use JD.”, occupying the characteristics and embodying his own differential value; The third is to fight guerrilla warfare, focus vertically, and establish their own base areas. For example, the Vipshop 'a website dedicated to special sales' will not be easily defeated if it is done in the subdivided areas. The fourth is to play a lateral battle, landing in no man's land, opening up new categories, and the second and third oldest are e-commerce companies. With the strong methodologies and numerous cases accumulated over many years, Jiang Nanchun often helps entrepreneurial companies analyze his competitive strategy. The Focus Media established in 2003, after returning to A-shares in 2015, currently has a market value of nearly 200 billion yuan and dominates the elevator media. Brand advertising revenue is second only to CCTV. CTR CCTV Research believes: Chinese advertising has entered The traditional TV commercials represented by the Central Government, Internet advertising represented by BAT, and the era of life space media represented by Focus Media. So, why did domestic unicorn companies choose Focus Media? The investment community interviewed Jiang Nanchun for your exclusive disclosure of how he saw unicorns grow exponentially. He also described how Focus helps boost unicorns in time. To win the key battle.  (Photo courtesy of Jiang Nanchun) How to detonate and boost the unicorn? When Zhang Ziyi used advertising to teach people to recognize and identify each major star in his elevator, Jiang Nanchun said with a smile: 'Look at the ads, Focus has been grabbed from the dolls.'  (Photos from Zhang Ziyi's Weibo screenshot) The president of Trout, Deung Long, thinks watching TV consumers want to watch shows, watching mobile consumers look at content, and watching 200 million people on the Internet is even willing to pay for members to advertise. This shows that in the vast majority of cases, Consumers do not want to see advertisements. In addition to waiting for elevators and taking elevators, consumers will take the initiative to read advertisements. Because waiting time for elevators and elevators, advertisements have become a good way to get bored. For 15 years, This is how the media caught the audience in a boring time and space and led the public. 'Guayazi used car, no middleman to make the difference', 'Hungry do not call mother, called hungry yet', 'flying crane milk powder, more suitable for Chinese baby's constitution' 'a worry to rent from such as '... in the Focus of the elevator In the media, we created a lot of brands that were unfamiliar in the past and we are now familiar with. The products and services of these brands are completely changing the way we live today, thinking carefully and fearing that the advertising of Focus is affecting each day. The city's mainstream crowds eat, wear, live, fashion, shopping, and entertainment...leading consumer trends. It is understood that 5,400 brands such as Alibaba, Tencent, Jingdong, Didi, Midea, Hungry, and Youxin have all chosen to advertise on Focus Media. How does Focus Media detonate and boost Unicorn? In March 2018, the investment community compiled a list of current domestic unicorns based on publicly available data and found that the vast majority of unicorn enterprises are users of Focus Media, such as: Xiaomi, US Mission, Hungry, Chain, Homeland Rabbit, Car Rental in China ... Unicorn booster or will become Focus Media's second largest label outside the elevator media. The reason is related to the product of the unicorn enterprise itself. Most of the products of our unicorn enterprise are faced with the urban mainstream population. They are opinion leaders and word-of-mouth champions. They are new users and early adopters. , Seize them and seize the future. These people are busy with work, life is rich, they are edgy, they seldom watch TV, watch videos like to buy members to advertise, they look at Weibo WeChat news but they basically only look at the content Letting to see ads, but they always go home, go to work, take the elevator, and Focus is the most central and high-frequency medium that affects the crowd of these cities. On the other hand, it is also related to the shorter and shorter time window of current entrepreneurship. As a successful entrepreneur, Jiang Nanchun believes: 'The time window of business warfare is very important. Enterprises wanting to become unicorns must undergo thrills. A leap, from weak to solidified, this leap is solidified in the minds of consumers. 'We generally recommend that when the company has a stable business model, recognized business value, and more adequate financing, you want to expand users before you can advertise. ' Jiang Nanchun believes that this time the company In a time window that leaps into a unicorn, 'Technology, business models can often be imitated. The real barriers are the saturation attacks you take in the time window created by the technology and business models, making you preoccupied with the consumer's mind. A category or feature. ' Jiang Nanchun further explained: 'For example, when the used car of the melon seeds was introduced, it saturates the attack. In the consumer's mind, the used car of the melon seeds is equal to the C2C car. There is no middleman to make the difference. The time battlefield is very cruel. Many wars. It's two months and six months to end the war. For example, the most important promotional campaign invested in Focus in 2015 was Orange Monday's money on Monday. We are all mines. The drop orders are very short, ranging from 50 to 600,000 to 1.5 million singles. The drop captures the time window. An extremely successful saturation attack establishes the leader's advantage. Uber is not Can turn over again. ' In short, companies must create a category or a feature. The role of Focus Media is to help many companies seize the window of time and bring this value of differentiation into the minds of consumers and establish intellectual property rights. Nowadays, the decentralization brought by the mobile Internet has instead made Focus more centralized. The mobile Internet has created too many choices, while Focus Media has penetrated the brands into the living scenes of the mainstream people in the city, such as apartment buildings and office elevators. In the long-term stability of this kind of life scene media exists in the mainstream of the crowd's life and work scene, the most able to achieve the concentrated influence of the mainstream crowd. In the era of fragmentation of the media has become the preferred method of innovation brand detonation.  (Photo courtesy of Jiang Nanchun) 'Because the essence of the audience lies in oblivion, and the essence of advertising is repetition. The elevator is the best detonation facility. Through high-frequency exposure, new perceptions are created in the minds of consumers to achieve the brand's detonation.' Jiang Nanchun believes that the audience The elevator media has influenced the 'key crowd' - China's 200 million urban mainstream wind crowds, occupying the apartment building office elevators as a 'core scene' that consumers must pass every day, and become the 'infrastructure' for high-frequency arrivals of concentrated explosive brands. In the second half of the Internet, the entrance of the Internet is the WeChat circle of friends and the news client. The entrance to the offline traffic core is the elevator entrance to the office building of the apartment building. Jiang Nanchun concluded that the biggest change in China in the past fifteen years has been urbanization. The most basic facility for urbanization is elevators, so Focus Elevator Media has become an infrastructure for high-frequency brand reach and detonation of mainstream urban crowds. Turn 'anti-humanity' into 'rationalization' Name Jiang, Fajianan, Spring, Jiang Nanchun gets its name. The deep literary literacy and natural pursuit of the details made him entertained in the advertising industry. After he was 19 years old, he started from the commercial director. Become 'king of advertising'. 'Everybody's success is not what they do today, what to do, but what trends you saw 15 years ago. 'The original intention of Focus Media was that Jiang Nanchun observed 'a trend and two opportunities'. , that is, the urbanization trend, the opportunity of crowding and the elevator scene. Jiang Nanchun said: 'Advertising is anti-human, no one will pay attention to advertising. Everyone is paying attention to the content. The lift is the only one I have found so far. It will make people take the initiative to focus on the advertising scene. Urbanization makes high-rise buildings stand out and elevators become The standardization has also changed the popular era towards a decentralized society. The white-collar workers and the middle class have become the mainstream social class. Our thought was to use this trend to occupy the scene and seize the crowd. '15 years later, it turns out , Jiang Nanchun 'bet on it'. However, 'creating a differentiated thing' is just the first step for Focus Media to become an industry leader. Subsequently, Jiang Nanchun formed a large-scale advantage using capital methods. In 2003, Focus Media was established and successfully went to the US IPO in 2005. Prior to the listing, without BP, relying solely on its own in-depth insight into the media industry, Jiang Nanchun received financing from first-tier venture capital institutions such as Softbank with a total amount of US$50 million. . After the IPO, at the end of the same year, Focus reached the acquisition agreement with the largest competitor, “Before the acquisition of the crowd, we were 70% of the market, and the crowd was 28% of the market. After the acquisition, the industry competition was over. The market pattern has been the same The. ' In the current capital market, mergers and acquisitions, mergers seem to be the only way to stabilize the market structure of each industry. Before the merger, the “burn money war” is also an indispensable bridge between the head companies. 15 years ago, this phenomenon was not universal. In response, Jiang Nanchun felt that 'I and Ni Feng were both Shanghainese. Both of them are focused on creating value for users and are unintentionally engaged in battles, so the merger is smooth and avoids a lot of Unnecessary losses also create a healthy market environment. In April 2010, the former CEO of Juju Media Co., Ltd. combined with several entrepreneurs to set up a private equity fund, the Yunfeng Fund, with Nicholas as the chairman of the fund. It is worth mentioning that in the LP, Jiang Nanchun was impressively listed.  (Photo courtesy of Jiang Nanchun) Unable to predict change, firmly grasp the same 'Partitioners made mistakes. ' As a company that ranks first in the industry in its industry, the audience itself is a media and has always been shot in the spotlight. The founder Jiang Nanchun never thought that he would be obsessed with Yu in the face of failure. Accept calmly, reflect carefully, and stop decisively. In 2006-2008, the audience ran out of their own field to acquire many internet marketing companies including Ye Hao. 'M&A took a lot of money, and it took a lot of money. Finally it was lost. This is the detour we took.' The bottleneck is the problem that every company has to face in the development process. To a certain extent, the more vertical companies, the more bottlenecks they encounter. When the vertical growth is weak, people will habitually Looking horizontally, but the detours taken by Focus have allowed Jiang Nanchun to firmly believe that Focus's greatest success lies in its focus on vertical development. He found that 'when we are vertically focused on the main business, continue to dig deep into the value of our main business, and constantly think about creating advertiser value or creating consumer value, our business has always been growing. Jiang Nanchun wants to use his own experience to tell entrepreneurs who are at a bottleneck and be overwhelmed. 'When you are researching and digging every day, you will find that these bottlenecks can all be overcome. A false bottleneck, just like when you run to a pole, when you run through this pole, you will feel full of strength and can continue to run for a long time. This is a false bottleneck. In the ever-changing Internet age, Jiang Nanchun is not sure what the changes in the next decade will be, 'either embrace change or bet against the same,' he chose the latter, 'people will not change when they go home to work, elevators will come The more people there are, the more middle-class people will be, and these are all fixed. Therefore, as long as we follow the development of elevators and bind the development of elevators, we will resolve the battle. At the annual meeting of Focus Media's 15th anniversary, Jiang Nanchun predicted: 'The brand focus will be higher and higher in the next 10 years, and many 100 billion brand names will be born. This is the biggest opportunity for Focus. 'And in order to firmly seize this opportunity Focus Media’s new goals are: To reach at least 500 cities, 5 million terminals, and 500 million new cities.  (Photo courtesy of Jiang Nanchun) Use controlled scenes and content to control uncontrollable advertising According to the “Advertising Concern Research in China” report released by Nielsen in late 2017, China’s advertising fell by 2.9% in 2015, and China’s advertising fell by 0.6% in 2016. In the context of the overall decline of traditional media, only Internet advertising and Focus Elevator Advertising and Cinema Advertising continues to rise at high speed. In addition, Nielsen China President Yan Xuan pointed out: Internet advertising, television advertising, elevator advertising has become China's three major advertising platforms, and its audience is also relatively biased, Internet advertising is more concentrated in the 18-35-year-old youth market, middle-income, TV advertising more Concentrated on the middle-aged and elderly markets over the age of 45, the income is lower than average, elevator advertising is more concentrated in the 26-45-year-old, higher income. So, how does Focus Media control the advertising effectiveness of elevator advertising? Advertising is composed of two parts: media and content. '150 cities, 1.5 million terminal coverage, 50% market share of urban population, 70%-80% purchasing power, 90% of spending opinion leaders' Focus Media With strong media resources, it also pays special attention to the control of content. Because the cost of advertising mainly comes from uncertainty, the uncertainty of the media has been solved by the popularity, the necessity, the high frequency and the low-interference of our elevator scene; in this aspect, we use the theory of communication positioning. Control. Precise positioning can help companies to express differentiated value, and applies to the current fierce competitive environment. ' Jiang Nanchun’s strategy is to let variables infinitely close to a fixed value, thus reducing costs, and also maximizing the effectiveness of advertising. 'A product with distinct differentiation + a well-targeted advertisement + Focus Media saturation attack = audience Mental occupation'. Conclusion Advertising is of social value. As an advertiser, Jiang Nanchun is convinced of this. However, as consumers' tolerance for advertising becomes weaker and weaker, the effect of advertising is getting worse and worse. The social value of advertising is Weak and weak. The elevator provides a correct scenario for advertising, 'This scene is natural in the consumer's life, everyday presence in the consumer's natural living space. He does not think you are an interruption or interference, he thinks you It is natural existence. In that scene, consumers will take the initiative to see the advertisement. 'Restoring the original value of advertising should be re-respected'. This is Focus Media’s core values and Jiang Nanchun’s career.
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