Chapter 4 Preface

The world is changing at a dizzying pace. 2005 was the year when "Super Girl" was on fire, and it was also the year when Jiang Nanchun's career reached its pinnacle. Also in this dazzling and impossible-to-follow e-age, the seemingly small-probability miraculous event of getting rich overnight is happening around us almost every day. On July 13, 2005, Focus Media landed on the NASDAQ stock market, creating a myth that an advertiser became a billionaire overnight: Jiang Nanchun, the founder and CEO of the company who owned 30% of the shares at that time, skyrocketed, approaching 3 At the same time, he was also invited to ring the bell for the opening of the NASDAQ market, thus becoming the first domestic entrepreneur to receive this honor.Subsequently, Focus Media successively acquired Frame Media, Juzhong Media, Dotad, Allyes... several times broke the record for the highest amount of Chinese media mergers and acquisitions.Focus Media not only "dominated the world" in the outdoor video advertising market, but also expanded its business to a wider range of all-digital media within two years after listing.

For the vast majority of Chinese people, Jiang Nanchun may still be a young rich man who "suddenly" appeared; while for Focus Media, many people are still relatively unfamiliar, but after a little guidance, they will suddenly realize that Focus Media has long been By my side, the LCD advertising video screen at the elevator entrance is the masterpiece of Focus.What is also surprising is that Focus Media has a history of only 4 years, and Jiang Nanchun himself is only 34 years old. If Jiang Nanchun's leadership of Focus Media is the glorious spoils of more than ten years of fighting in the business world, then we have reason to believe that the significance of Focus Media to Jiang Nanchun has already surpassed the imagination of ordinary people to some extent.While Jiang Nanchun is carefully and step by step shaping Focus, Focus is also subtly shaping and even reshaping Jiang Nanchun himself.

Jiangnan Chunchun is free-spirited, maverick, and has reached a height and realm that ordinary people can hardly match.No wonder some people joked that Jiang Nanchun is the "super boy" in the Chinese advertising industry - "vanity", young and rich.Compared with Jiang Nanchun's wonderful life history, such a title is quite appropriate to a certain extent.He talks humorously, witty, responsive, well-dressed.Playing poetry, Jiangnan spring breeze, flowers, snow and moon, unique coquettish; doing media, Jiangnan spring is in the sky, unrivaled. Among advertising companies in China today, Focus Media is a myth of entrepreneurship, and it is also a hot topic in the entire advertising industry, because the rise of the Focus Media empire stems from a simple idea. Jiang Nanchun himself often said that "creativity Create a business" has also become a famous entrepreneurial saying.The idea of ​​building TV commercials originated from the advertising posters that Jiang Nanchun saw on the elevator door of the Pacific Department Store in Xujiahui, Shanghai 4 years ago. He had a sudden idea to turn the posters into TVs.Over the next two years, beside these elevators that were neglected by advertisers, he tried his best to do only one thing—to spread his LCD TV advertising machines all over commercial buildings in various cities.Over the next year or so, he led Focus Media to successively enter sales terminals, apartment communities, the Internet, mobile phones and other communication spaces, and has always been a leader in China's new media industry.

What makes a company rise so quickly in such a short period of time, and how did this young CEO quickly grow into the leader of China's second generation of entrepreneurs with billions of assets?What kind of story is hidden behind Jiang Nanchun's success?Like many successful people, Jiang Nanchun, who started his business from university, has a legendary, tortuous and magnificent entrepreneurial experience.As a senior media strategy consultant specially hired by Jiang Nanchun, I am often moved by Jiang Nanchun's passion, talent, self-confidence and persistence. There is always a sprout in my heart. People go to read Jiangnanchun and Focus Media, so as to understand the true meaning of success.The writing of this book has been carefully cooperated by Jiang Nanchun, but he advocates writing less about individuals and more about Focus Media.Indeed, Jiang Nanchun "has no life, only work, and work is the only pleasure", and Focus Media is the whole of his life.Therefore, this book does not have many interesting life stories to share, but it reveals to you the growth of Focus, the trajectory and mystery of success, and you have seen how much Jiang Nanchun has paid for it.

When the book was finished, Jiang Nanchun sent a message to young readers: "I want to share five words with you, that is, passion, creativity, confidence, attitude, and details: try to cultivate and sway your passion in your youth, Constantly try and practice what you want to do with passion; use more creativity to enrich life, because the efficiency and concentration of life in front of creativity are different; be a person and do things with confidence, confidence can infect others and even yourself ;Maintain a correct attitude in dealing with things, because it is related to motivation, which will affect your fundamental way of thinking and behavior; in addition, learn to observe and control details in the process of trying, and attention to details may be the key to doing any business. An essential quality and ability."

In the process of writing this book, I got the support of Mr. Yang Weiguang, member of the Standing Committee of the National Committee of the Chinese People's Political Consultative Conference, deputy director of the Science, Education, Culture and Health Committee, vice chairman of the China Federation of Literary and Art Circles, chairman of the China Television Association, former deputy director of the Ministry of Radio, Film and Television, and director of CCTV. Mr. Li Jun's enthusiastic encouragement, Ji Hairong, vice president of Focus Media, Wu Xiaojing and Wu Fei from the public relations department, Xue Peinuo, secretary of Jiang Nanchun, etc. gave me a lot of help.My friends Chen Xinhua and Wang Yongqian, and my colleagues Zhengming, Xiao Wu, Wen Hui, Liang Zhong, and Ai Hong all helped me do a lot of work.After the completion of this book, Mr. Huang Shengmin, Dean of the School of Advertising, Communication University of China, Mr. Sun Xianhong, author of "Mengniu Insider", famous planner, and vice president of Mengniu Group, Mr. Xu Zhiming, chairman of Longzhimei Advertising Culture Bookstore, director of Hong Kong Sun Biotechnology, Mr. He Chuanli, the former vice president of marketing of Huiyuan Group, Mr. Xiao Zhuqing, the marketing president of Hong Kong Zhansheng Group China, and the former planning director of Wahaha Group, reviewed the manuscripts in the midst of busy schedules, and enthusiastically recommended them to readers, and sincerely thanked them.

In today's world, success only belongs to those who keep learning, striving and innovating.I think this book uses real cases to tell you not only interesting entrepreneurial stories, but also many thought-provoking management arts, competitive strategies, and life philosophies—the success of others may be your success tomorrow. This book gives you The greatest value of the book lies in this, and my original intention of writing this book lies in this.I hope this book can provide some valuable references and references to friends in corporate management, advertising, media, and marketing circles, and give useful inspiration to college students and young intellectuals who are interested in entrepreneurship.

It is for sequence.