13 July, the focus is a special significance in the moment, focus media finally United States Nasdaq trading, stock code FMCN, this is the first in the United States listing of pure advertising media unit, is so far the Chinese in the NASDAQ market's largest IPO, financing scale set near 1.8 million new records. 14 July in the morning, I was invited to the NASDAQ opening activities organized specifically to become the first ringing the NASDAQ Opening Bell's corporate CEO.
Focus media's CEO Jiangnan spring after the listing to a friend's letter, cannot disguise the fact that feeling of excitement and a sense of accomplishment. On the day of the closing price at or above the city, focus media market value of $ 7.7 billion. NASDAQ describe focus: China outdoor video advertising market leader; some even this prophecy: focus media in NASDAQ's listing, the Chinese advertising industry focus, advertisers media investment more specialization and rational.
Daytime TV advertising media
A year ago, Shanghai Hengshan Road, a teahouse, Jiangnan spring himself in front of a seat by the window, told reporters: I was in the seat out business premises LCD TV advertising creative. I was as excited about this idea, which the audience night watch Subversion TV advertising of inertial thinking. This daytime television advertising media not only target audiences more clearly, and blocked out much lower degree of interference is truly effective advertising platform.
Now, we discuss the success of the focus, the focus of creative successfully caught 2/8 principles in the richest 20% of Community consumption levels of eyeball attention. But in fact, Jiangnan spring more admirable, business start-up are necessary for his strong execution skills.
In January 2003, focus media establishment, for the first time in Shanghai launches business premises hookup, we at that time was a office buildings, a building, Office building in attack. Jiangnan spring memories. Two years, focus media China business premises hookup from Shanghai to Beijing, Guangzhou, Shenzhen, Nanjing, Hangzhou, Chengdu, Chongqing, Wuhan, etc more than 50 cities, from building to building, 20000 covers more than 10 million Chinese cities, high-income people, advertising from 100 million to month advertising revenue reached 50 million, a decade China new media market in the fastest growing.
Focus media companies make impression profound is Jiangnan spring's cohesion, our core team members have no one to leave the company. The focus of the public relations director JI hairong on this very proud. Press more than once heard focus staff describe Jiangnan spring: he lives a very low energy Superman, if you see a LCD TV screen screws loose, will soon take off suit put screws tightened.
This strong execution also in flexibility when encountering obstacles. The company is developing so fast, Jiangnan spring a, second-tier cities such as direct marketing, three-tier cities join way to explore the national market; by television network broadcast approval formalities, the threshold is too high, focus will play taken is to hire someone to each building regular delivery make good advertising for CF cards ... Jiangnan spring really will be the new media has made the Chinese characteristics.
It is because of this advantage, the first segment of the prospectus, published in 2004, operating income of approximately $ for assembling 2.4 media 3850 $ 6 times. According to the latest building CTR TV market share survey, the number of buildings in coverage, focus media to 70% of the top first, its leadership position difficult to shake.
Recently, the assembled media in Publisher building TV industry standards, to renounce the sale plan, focusing on development of apartment buildings and convenience stores. On this Jiangnan spring admits: 2003 I considered apartment building project, but in the end did not treat it as a key, largely because we do market research, apartments compared to write sub floor elevator elevator man flow only 1/10, and the apartment building as people rarely, there is no normal period, so every time the waiting time of less than 1/10 office buildings, the value is not in the same breath. But convenience store more and building TV make-ups. Some companies recognize flat TV on the side you want to selectively target 30 high populations, while paradoxically the convenience store full on building television network, building up both TV coverage access advanced Office of business owners and managers, and down to convenience store to buy a large front door of cigarettes, the migrant workers, the buildings are there exist on TV?
From the trend of high-end to wins the Terminal
With the focus on the success of the listing, a lot of people in the industry to focus on the future development of the potential into question and concern. At present, domestic major cities of upscale commercial building resources are basically has been focus and finished assembling the two development, focus media in the direction of future business expansion? what focus media will rely on to maintain stocks in the NASDAQ's good performance?
Jiangnan spring finds listings just focus: taking the first step in the international capital market, we will set off a new round of wave development will extend throughout the video advertising network building, built around the middle and high-end crowd of lifestyle, enhanced coverage, increase the number of the TV program to further reduce costs, increase CPM advertisers ROI.
In the company for the criterion of the new media, the focus being developed golf hookup, beauty salons hookup, airport bus hookup, store TV hookup, build a clear and around consumer lifestyle advertising medium pyramid. Jiangnan spring admits that these newly developed media, he sells the field TV hookup prospects most confident that this year will definitely begin to profit!
Store TV hookup will LCD and plasma TV sets in the Mall retail terminals, in the consumer shopping process directly stimulate consumers ' desire to buy, thus to consumers ' purchase decisions.
For fast moving consumer goods, consumers are vulnerable to the effects instead of Terminal
Variable purchase decisions, more than 64% of consumers in the Terminal have once more unplanned impulse shopping behavior, 70% of consumers at the moment of the last pay before deciding to purchase what brand. Many quick consumer brands can usually rely on a huge advertising worked hard to build brand awareness and preference, because some of the factors and the Terminal and the lip, consumers not forget to buy is turned to other brands. It is no exaggeration to say that the Terminal is a fast moving consumer goods sales. From the analysis of the current business environment, enterprises in the terminal are often in promotions and products placed on the comparison done in place, but due to the lack of effective communication platform, advertising has always been the weak link.2004 October focus media investment of 30 million dollars in the establishment of the National Mall Division, start building stores video ads system. It is reported that up to now, the focus has been the national 1000 hypermarket in nearly 600 Agency, at the same time, more than 2000 standard supermarket and convenience store also included in the focus of national of marketplace advertising hookup.
Focus media marketplace TV hookup is 17LCD and 42PDP, LCD and plasma TV screens in selling sites sited in the up and down the stairs from the door to cleaning products, cosmetics, food products, frozen food, fresh food shelves, channel, and then to the cashier, full coverage of the consumer's buying process. If you sell field of daily chemical products area, looking all the way TV screen are playing a brand of advertising, but also the sound and picture, this is what the consumer feel the brand? sales will have any effect? Jiangnan spring excitedly.
In fact, in the marketplace to place your TV advertising is not the first Jiangnan spring, the supermarket chain has been installed above the cash Department on television advertising information try, but results are not good. Jiangnan spring analysis, one is the supermarket is a single behavior, it is difficult to scale effect to communicate with advertisers; more importantly, focus on the marketplace in the installation of the TV screen number, and the TV screen is parallel to the audience's eyes, can form a mandatory program and enhance the impact, this is the real effective advertising media.
It can be said that stores the hookup to build not just an advertising contact point, which is perfected the focus provides customers with integrated marketing platform. For example, if a brand need to improve in white-collar consumer groups in brand awareness and brand preference, you can use the focus of business premises hookup, if you need to directly stimulate the sales of a product and seasonal promotions, you can use marketplace hookup. We can provide customers a range of packages, to help them achieve marketing objectives. Jiangnan spring fun to say.
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