Chapter 12 The advertising genius born by Yongyi Communication

Jiang Nanchun, who is independent and strong by nature, does not want to work for others step by step.So with the help of Yongyi Communication Company, a career development platform, the smug Jiang Nanchun switched his 21-year-old dream to the channel of corporate governance and entrepreneurship. In July 1994, Jiang Nanchun was appointed as the general manager of Yongyi Communication Company.Later, Yongyi Communication Company also became one of the most well-known local advertising companies in China. In 2001, Yongyi Media's annual sales reached a record 150 million yuan. "We did Lenovo's Shanghai business and talked to Yang Yuanqing." Recalling those initial customers, Jiang Nanchun showed excitement.It was these clients who became Jiang Nanchun's good teachers and helpful friends in the future, and promoted his success in the field of advertising media.Because of doing SHAMPOO commercials, Jiang Nanchun met a friend who brought him commercials from Taiwan. "The boss of SHAMPOO (Taiwan client) brought me 14 advertising books, which were very inspiring." Perhaps, it was these advertising books that were rare in the mainland market at that time that allowed Jiang Nanchun to establish his own life trajectory and future career prospects .

Jiang Nanchun, who was always in the limelight in college, "felt the pressure" when he was about to graduate one year later.In order to escape, or even challenge the pressure, Jiang Nanchun cooperated with a like-minded friend and established Dongguang Advertising Company.The successful operation of this company largely reflects the vision of the two young people.At that time, Wuxi was carrying out municipal construction with great fanfare. Inspired by the brightly lit Nanjing Road in Shanghai, their company won the lighting project in Wuxi with the plan of "making Wuxi bright".

"Use Shanghai's 'Lighting Renovation Project' to lobby the Wuxi Municipal Government to set up light box advertisements in prosperous commercial locations. The cost is only one million yuan, but the income is six to seven million. Of course, the image of the city has also been truly changed. "Jiangnan Chun said.In fact, they did not invest a penny in the project of these 500 light boxes, because the initial production cost was a loan from the Wuxi Municipal Finance Bureau for the municipal project.Borrow your money, and then make the product you need. After the product is ready, you can buy it back at the price I ask.Bring it when I come? ?Creativity and competence, and walked away with money in their pockets.Relying on this wonderful method of "borrowing chickens to lay eggs", and relying on the unremitting efforts and drive to earn this sum of business, Jiang Nanchun owned the first 500,000 yuan.

The business opportunity of outdoor advertising brought Jiang Nanchun the first pot of gold.In less than two years, Jiang Nanchun, who had not yet graduated from university, had already established his own company with a deposit of 500,000 yuan, and he was less than 22 years old at that time.Later, Jiang Nanchun, who had a small success in starting a business, returned to Shanghai from Wuxi, transferred the business focus from Dongguang Advertising Company to Yongyi Communication Company, and began to concentrate on managing Yongyi Communication.At this time, Jiang Nanchun's dream has been upgraded to one day to cooperate with an international 4A-level advertising company (4A, the abbreviation of the American Association of Advertising Agencies. The concept of 4A has been widely spread in the process of American advertising's global expansion. And become a valuable term for advertising companies in other countries and regions) to compete.

It is said that Jiang Nanchun is a strong man in advertising, but he is actually a workaholic - an out-and-out advertising maniac who regards work as his own responsibility. When Yongyi's employees commented on their boss, Jiang Nanchun's ability to make the company so big has something to do with the "workaholic spirit".His working hours are from nine in the morning to two or three in the morning, weekends are no exception.Although, what Jiang Nanchun really longs for in his heart is a "rich and idle person". "I think fate comes from your previous personality. My father had two very important comments about me. The first sentence is 'all troubles come from the strong'. Sometimes I feel restless in my heart. I don't have this ability. I wasn't originally This seedling is not this green onion, but it is very troublesome to fight for it. The second sentence is 'people need a little willpower'. When I was a child, I stayed in bed in the morning, and my father said to me This sentence. From now on, I will deliberately do things with my own temper behind my back. I think these two sentences are a good portrayal of me." Jiang Nanchun explained his hard work in this way.Talking about the past, Jiang Nanchun always emphasizes that his success is not the so-called romantic and creative feelings, but "continuous and uninterrupted work".People describe him: he is crazy, he still works every day besides work, if someone gets off work at 6 o'clock, he will think it is a problem of work attitude.Jiang Nanchun himself said that his efforts and caution were even a bit excessive, which stemmed from his fear of failure.Only by working harder can we find peace of mind.

"I don't envy Jiang Nanchun. He is really tired. If you know how tired he is, you will know the price of success. There are many things he can do that I can't do." Jiang Nanchun's college classmate The classmate said so.Jiang Nanchun only goes home for two or three days every year during the Spring Festival and National Day.When he was a child, he was the hardworking son of his parents, he never let his parents worry about him, and he was a good helper at home.During Chinese New Year, Jiang Nanchun often cooks in the downstairs kitchen, while his parents and relatives eat there. "Every time I cook a dish, I put a spoonful into the small bowl next to it, and then eat while cooking the second dish." Jiang Nanchun doesn't like to go out to play, he can be alone in front of the briquettes stove, listening to the radio , Countless egg dumplings were spread out in two afternoons.

Jiang Nanchun’s employees described the boss in their minds like this: “As long as he is in Shanghai, Boss Jiang always arrives at the company around nine o’clock. The night is one or two in the morning, and there is basically no concept of weekend rest.” Jiang Nanchun couldn't find casual clothes in his closet, they were all shirts, because for more than ten years his life seemed to be only work. "My only pastime is foot massage. If I can, I would like to do it almost every day," Jiang Nanchun explained. "This kind of pastime can make phone calls non-stop, and at the same time feel quite worthy of myself."

"For my parents, the two elders must still feel a sense of loss. Because they can't see me often, they have a kind of contradictory idea. Sometimes they think it's good to have an ordinary child, and they can often go home and sit and have a look; Sometimes I think it’s good to have a famous son, and it’s very beautiful that people can often mention it. These two feelings are alternating, but in fact they can’t have both.” "Although I may not be the hardest working person in China, I must be one of the 100 hardest working people in China. The entrepreneurs I know, such as Chen Tianqiao, Ma Yun, Li Yanhong... really have not succeeded easily, no one I live very comfortably, and everyone feels very tired, although sometimes it is very exciting to talk about starting a business. The pressure of growth is great." Jiang Nanchun added.

If success must have a price, then Jiang Nanchun's price is time, personal hobbies and even character.In his own words, he "became a very one-sided person". "I think work can change a person's character. When I was writing poetry in college, I would write 'a group of love poems dedicated to a female college student in New China' and post them on the door of their dormitory... I was still very passionate. Later After working and doing commercials, I knew that things should be measured and measured, so I stopped playing. I never fell in love after I left college. I concentrated on falling in love in college and finished it.” During his tenure as the general manager of Yongyi Media, Jiang Nanchun felt that work was his only choice.After all, he has completely transformed from a student-style poet into an advertising madman based in the field of advertising media.

Through Jiang Nanchun's personal efforts and the sincere cooperation of all employees of the company, Yongyi's turnover has soared. In less than two years, the company's operating income has reached about 5 million yuan. In 1995, in Shanghai at that time, there were not many advertising companies that could achieve 5 million advertising revenue. In the campaign led by Jiang Nanchun to dominate the IT advertising market in Shanghai, what must be mentioned is his most soul-stirring IT advertising campaign - "LG Future Window". In 1998, the Korean electronics giant LG had just entered the Chinese mainland market. When Yongyi Communications bid for LG's advertising agency, Jiang Nanchun aimed the advertising plan at the product "LG Future Window". "At that time, everyone thought that this product was a flat-panel display, and no one would buy it. At that time, LG also had many ordinary products, but I think our preparations must be for the 'future'."

The emperor paid off, LG finally accepted the advertising plan of Yongyi Communication, and Jiang Nanchun also began to invest money in the product "LG Future Window".In the first year, Yongyi Media advertised a lot of "LG Future Window", but the product did not see any major improvement.In the second year, Jiang Nanchun withstood the pressure and threw a lot of money for the "LG Future Window" advertisement. As a result, the product sales suddenly opened up a gap. "In the first year, only 50,000 units were sold; in the second year, it rose to 660,000 units, and in the third year it reached 890,000 units. By 2000, 'LG Future Window' had become the 'spokesman' of flat-panel displays. " A reporter once asked Jiang Nanchun: "Throwing so much money on advertising, it didn't improve, and you still make it. What kind of judgment are you based on?" Jiang Nanchun's answer was: "I thought about two things at the time: first, I think LG is in There is no advantage in the market for traditional products, and the channel is not competitive. There is no way to compete with Samsung and Philips. It is better to enter the highest end of this market to compete, establish the highest end image, and then drive the sales of other products; second, As long as LG actively grabs a flat-panel display market first, I believe that within two or three years, flat-panel displays will definitely replace spherical displays. From the perspective of industry trends, this is an inevitable development, and our strategy is very clear. So, your follow-up The product must adopt a very anti-logical method, and it must not be done according to normal logic, the safest is the most dangerous, and the most unique method is the most effective.” From this battle, we can clearly see that one of Jiang Nanchun's "passwords" for success is his "anti-logic strategic vision."For so many years, every night, Jiang Nanchun read professional books and magazines for an hour when he got home.Focus on one point, replenish "nutrients" in a timely manner, and then "play cards not according to common sense" supported by analysis and data, coupled with hard work, opportunities and success will naturally not let people like Jiang Nanchun go, and Yongyi will also Under Jiang Nanchun's "anti-logic strategic vision" strategy, he gained fame in Shanghai's advertising industry. However, it was an accidental "marriage" that really made Yongyi become the overlord of IT advertising in Shili Yangchang in Shanghai.Jiang Nanchun has an alumnus of East China Normal University who is in charge of IDG's venture capital business in East China. IDG was a world-renowned IT publishing group at that time, invested a lot of IT media in China, and wanted to set up a site in Shanghai to promote its business.Jiang Nanchun has known this IDG friend in private for a long time, and has often met him on many occasions, and has become quite familiar with him after going back and forth.This friend suggested that Jiang Nanchun cooperate with IDG, and then jointly develop the advertising market in China's IT field. In fact, Jiang Nanchun has already planned to enter the new advertising market.Although the annual turnover of Yongyi Communication Company reached about 5 million yuan in 1995, it was considered a medium-sized advertising company at that time, and it also had many advertising clients in Shanghai, including internationally renowned companies such as Lenovo. There are not too many fixed core major customers and businesses, and there is no core industry to rely on, so Jiang Nanchun clearly understands that at this time, Yongyi, "if it continues to develop like this, many problems will arise." Before that, Jiang Nanchun knew nothing about IT products.After several years of advertising career, he has become accustomed to mass advertising of consumer products, and has not divided his business so finely.Although at that time, Jiang Nanchun already had various IT network resources, such as meeting Yang Yuanqing and acting as an agent for Lenovo's advertising in Shanghai, Jiang Nanchun had no idea what IT companies such as Intel were thinking and doing. No way.However, Jiang Nanchun, who is keenly aware that the IT industry will grow into a huge emerging industry in the near future, did not let go of such a coincidence.Jiang Nanchun was not only shrewdly aware of the weight of the "big tree" IDG, but also with the poet's sensitivity, he could easily smell the future development of the IT advertising market, so he began to adjust the business direction of Yongyi Communication , Concentrate on attacking the IT advertising market. "At that time, IDG Media Group wanted to acquire some advertising companies to serve their media industry, and what I did was an advertising company. The president of IDG Media Group also had a very good evaluation of me personally. Therefore, at the end of 1995, IDG decided to acquire Yongyi .” However, such an opportunity was not realized due to policy restrictions.According to the policy at that time, foreign capital was not allowed to enter China's advertising industry.But at the end of 1995, Yongyi Communication and IDG still? ?The cooperation was carried out through an agreement, and Jiang Nanchun, who didn't get a penny of salary, became the director of IDG's Shanghai office. On January 1, 1996, Jiang Nanchun joined IDG Media Group and organized the Shanghai office for them. Yongyi naturally became the most important advertising agency of IDG Media.Imagine that IDG has invested in a lot of IT media in China, and Yongyi Media has accumulated a large number of IT customers in Shanghai. On the one hand, Jiang Nanchun has the right to speak in IT media; Being both a "referee" and an "athlete", Jiang Nanchun's Yongyi Communication can't do without making money.Within a short period of time, Yongyi Media has become the largest advertising agency in the IT field in Shanghai.