With Chinese characteristics "boring marketing"

Hot perm by the blue ocean strategy "to the global business community to provide a new competitive thinking mode, one of the many viewpoints Kai-provoking. From the methodological point of view, the "blue ocean strategy" does have a very good framework and tool support. However, from practical point of view, or lack of good are required. The lack of practice is the blue ocean strategy "a book by a major soft ribs.

In addition, the China market is a 13 million population of huge market, which in the world economy is unprecedented in the history. Then, the "blue ocean strategy" is not used in the Embroidered Pillow? business practice guidance role of? is there a compelling case for localization practice?

Now the world's first book "blue ocean strategy" China practice version has been published, that is my 2006 new books — the blue ocean strategy localization practice law. Use local practice to teach you how to create a "Blue Ocean" Chinese style, it is the blue ocean strategy localization practice of difference and value.

The blue ocean strategy localization practice book contains mostly I and Centennial intelligence team handed operation blue case, Chinese enterprises pioneer of excellence one by using their wisdom to create a piece by endless "Blue Ocean", we draw on management, marketing, treasure of wisdom. And Jiangnan spring and his focus media myth that pioneered by creating wealth, comes with Chinese characteristics, "boring marketing", is also a typical local "Blue Ocean" case.

NASDAQ Opening Bell for the first person in China

13 July 2005 in the morning, focus media holding limited official in the United States NASDAQ market trading transactions, code for "FMON.". Focus media and therefore became the first landing United States NASDAQ market Chinese pure advertising media stock.

Focus media's stock issue price set at $ 17 per share, higher than the prior set of 14 ~ 16 dollar price range. Day 19-jump to $ 2, closing at $ open, $ 20.20, first day up 18.8%. Calculation in accordance with the date of closing prices, its market value has been exceeded 8 million, more than the three companies in Hong Kong-listed shares of outdoor media white horse, MR and Tongcheng city values sum.

The focus of this release 1010 million shares, will raise 1.72 billion. It is understood that this focus media financing scale created the concept of NASDAQ stocks in China. United States time 14 July morning half past nine, focus media's CEO Jiangnan spring was invited by ringing the NASDAQ Opening Bell to be enjoyed the honor of the first corporate leaders.

Segment of the market, while also creating an overnight billionaire myth: has close to 30% of the shares of the company founder and CEO Jiangnan spring skyrocketing, according to the previous day's closing price of $ 20, he owned wealth worth more than $ 200 million. According to Forbes China mainland report criteria, Jiangnan Spring flows into 60% or even more than the digital hero Charles Zhang Sohu.

And in 2006, focus combined with assembling, message publishing day, focus media's stock by mutual negotiations of soaring all the way to the $ 30 to 42 dollars worth nearly 15 million become secondary to NetEase, Baidu is the market value of the highest Chinese stocks.

What is the "Blue Ocean" into?

From initiation to completion of a creative, a media empire, from the find a pattern to the company a market value of $ 200 billion in personal wealth — all this in only 3 Jiangnan spring. From nothing, Jiangnan spring is how to create his "Blue Ocean"?

1973 born in Shanghai Jiangnan spring, 1991 entered East China Normal University and Chinese language and literature. At that time of Jiangnan spring like writing poetry, he said: "I'll keep an eye on the afternoon before the table schoolgirls and seriously as she writes reviews, in the evening I usually get up the courage to set foot in a school dance or be easily by love, no matter how it is that question to the windy, moonless, I must be alone and returned to the bedroom, easily write up the beta. "From Jiangnan spring blog can see him at the time of poetry, or very little. And to commercial success, good multimedia like to call him a poet. In fact, I can understand the Jiangnan spring, he is far from a poet's personality, in his own words, he was not "the suffering of the world, and as suffering and night disturbing", he just has a unique men in Shanghai, romantic. On the contrary, his utilitarian, practical philosophy has become increasingly apparent that led him to accidentally enters the marketplace a duck.

The end of 1992, Jiangnan spring came to shangying factory advertising companies that show superior business development and execution, in 1993, Jiangnan spring was the advertising agency in Shanghai advertising industry rankings into the 31-bit, 400 million a year gross income, including river individual contribution reached 150 million. At this point of literary youth also accidentally became wealthy, then campus huadongshida Chinese Department ladder classroom desk also adds a 4 million Yuan's "big brother".

In 1994, Hong Yong yi group invests 100 million let Jiangnan spring established Yong yi communication company. The 21-year-old students began to beat his own enterprises everywhere. 1995 outdoor advertising opportunities to venture of Jiangnan spring scouring the first pot of gold.

In late 1995, Yong yi and IDG, by agreement with Jiangnan spring start competent IDG business in Shanghai to expand IT media market. Rely on IDG tree, Yong yi quickly developed into the IT sector on the beach, the largest advertising agencies. In 1998, Yong yi has accounted for over 95% of the area of advertising agency in Shanghai IT market, the turnover reached 60 million ~ 7000 RMB. Yong yi's business development in 2000 the Internet reached its peak when the climax. At that time, Yong yi agents seven website of advertising, including securities star, LYCOS, CTRIP, turnover reached 1.5 billion yuan.

In 2001, Internet clients all disappear, IT impacting on the market. This time, Jiangnan spring open

Before that do case agent is a very tired, he no longer persist past desires and international 4A company a short length of dreams, feel should find a own differentiation strategy ...

A journey on the road, only a few key Department. Jiangnan spring and focus media's development and growth, there are two very critical: that is creative and money. Creativity is the software that funds be hardware. No creativity, complete the value innovation, only in the "Red Sea" struggling in; no funds for focus media is concerned, it is impossible to mass "circle", and your competitors scramble limited building resources, with early-stage investment in manufacturing large scale effect and ultimately profitability.

In this sense, Jiangnan spring occasionally burst of television advertising creative and later a large number of venture capital injection, focus media development and growth.

In traditional advertising industry for nearly 8 years of Jiangnan spring, start on the industry to carry out a thorough and meticulous thinking. He was led by Yong yi spread into seven well-known Internet customers for advertising agencies, sales exceeded 5 billion, profits are not synchronized, the market is not the lack of senior management talent, not the lack of experienced sales personnel, but the trend of the market but in the opposite direction. This shows that the success of the respected textbooks has has been used.

One day in 2002, Xujiahui Pacific Department store elevator door on paste ads let, Elevator Jiangnan spring suddenly incredibly excited — building television advertising creative was born. In March, he decided to do the things nobody stem. This summer, 300 $ 8000 worth of LCD TVs have come in 50, senior office. And in March 2003 for the first time out of Shanghai, March into Beijing.

In May 2003, Jiangnan spring simply establish a focus media, focused on building this new TV ads. The so-called focus is frequent these sites earning more than $ 3000 in the audience.

Flat TV advertising model is very simple, that is, in many office buildings elevator hung flat panel television, advertising money. This pattern must be a few key points: convince the target premises installation LCD, convince advertisers on their TV ads, there are early enough investment to prevent breaking the chain of funds, to prevent possible circle of followers beyond competition.

April 2003, has invested more than $ Jiangnan spring, felt the financial pressure, find yourself it's all too easy to play big.

In May 2003, and focus with a building, but in the opposite charge of SOFTBANK Yu wei of Jiangnan spring surprise visit. Just 3 hours they reached a basic framework on investment.

In April 2003, a company called "gathering" of companies with similar playing machine, also began to shop in Beijing buildings, after follow focus to national expansion.

In April 2004, feel the competitive pressures of focus from CDH international six investment institutions such as the introduction of 1250 million second round funding, half a year later in the month of November, Goldman Sachs, the three institutions 3300 million into focus, combined with the rapid growth of advertising revenue, the focus has been rapidly expanding, keep the occupies 70% of the market of office space at the same time extend to the hypermarket.

In July 2005, focus media at NASDAQ, financing 1.72 billion. It also gives the main competitor, is also positive actions listing of assembling a media hit.

In January 2006, forced to volunteer for one thousand, "since the tragic loss of 800", "Red Sea" competition, as well as the investor's pressure, Jiangnan spring and Yu feng in Shanghai jinmao Tower historic handshake, focus media and assembling media officially announced the merger of the former to the latter 3.25 million for 100% of the shares. Focus media CEO Jiangnan spring and assembling Media CEO Yu feng respectively consolidated Board Co-Chair and former two major shareholders. Focus media's stock on the day the message publishing by the two sides negotiated all the way to the $ 30 to us $ 42, Biao, the retail value of nearly 15 million become secondary to NetEase, Baidu is the market value of the highest Chinese stocks.

Since then, Jiangnan spring and Yu feng way with company merged from two titans fate. Malignant competition building TV advertising industry into a monopoly. Jiangnan spring also to heart no distraction of creating his "outdoor life circle media group" ...

Creative creation business, imagination and create profit margins

The "blue ocean strategy" broke Michael Porter's competition for thinking about the theory that the spindle in the traditional market space, in an increasing number of births, the competition is heating up, and the demand growth is slow and even stagnated. As more and more enterprises to divide up and take the limited market share and profit, the disproportionate stresses that reduce costs, improve efficiency, only in the original market differentiation, will eventually fall into the enterprise price competition "Red Sea". So in the "Red Sea" regional competition are bloody.

The "blue ocean strategy" symbolizes the jump out of the traditional market space and traditional competition acts a value innovation management system. It encourages enterprises to completely skip off competitors spell, put the line of sight from the traditional market jumped out of the Competition Act, from the concern and than hyper-competitive actions to deliver value to the buyer, the leap beyond the existing demand, across existing competitors, changing market competition hand rules, the reintegration of market competition elements, reconstruction market and industry boundaries, opening new market potential demand, create new market space, creating non-competitive "Blue Ocean".