Chapter 41 resource strategy

The market economy is a scarcity economy, and the law of value determines that resources always flow unevenly within industry sectors.To plan the growth of the enterprise well, it is necessary to fully explore resources. "Collecting all kinds of resources from all sides to create a business that benefits all directions" is the mission of entrepreneurs, and it also determines the fate of enterprises. The resource strategy is a wing of the enterprise development strategy, without this wing, no matter how good the positioning is, it will not be a great tool.It is necessary to establish a concept of large resources.It is necessary to discover not only material resources but also human resources; not only real resources but also potential resources; not only direct resources but also indirect resources; not only space resources but also time resources; not only Uncover intellectual resources, but also unearth emotional resources; not only unearth tangible resources, but also unearth intangible resources.

What makes Jiang Nanchun different is not only his unique vision, but also his ability to integrate and coordinate resources.The growth and development of Focus is also inseparable from the rapid implementation of resource strategies. Taking in-building TV as an example, the in-building TV advertising industry is a resource-competitive industry.Commercial buildings are very scarce and non-renewable resources.Since the contracts are exclusive, it is often difficult for other companies or individuals to enter whoever occupies them first.With its strong capital strength, Focus has quickly and efficiently occupied this scarce resource across the country.

Focus's resource strategy first emphasizes market share. Market share, also known as "market share", is the percentage of the market in which a business operates.In the West, when a company obtains 25% of the market share, it is generally considered to control the market. Market share is very important to an enterprise. On the one hand, it is one of the most critical indicators reflecting the business performance of the enterprise, and on the other hand, it is the most intuitive reflection of the enterprise's market position.Each company is staring at its own and its rivals' market share -- which means percentages of profits, brands, standards, and pricing power.

By March 2006, the total number of buildings owned by Focus Media across the country had exceeded 30,000.According to a comprehensive survey conducted by CTR and AC Nielsen on the share of operators in the domestic building TV market, the results show that in terms of building coverage, Focus occupies 98%. The impressive market share rewards Focus is the enviable advertising sales volume and development speed. The market capacity of this market alone is enough to support the company's rapid growth. An employee of Focus, who did not want to disclose his name, frowned happily and said: "Focus's current problem is that the market share is too high, the company grows too fast, and the growth figures of our sales are 'shocking'. Therefore, from the most basic level From employees to the entire corporate structure, we have a lot of work to do every day."

Focus's resource strategy is also reflected in the possession of high-quality buildings, which has achieved a rapid increase in its benefits. Focus building economy has become the entry point for it to enhance the agglomeration level of the advertising industry, deepening outdoor advertising from extension to connotation. Any market will not make latecomers encounter such embarrassment like the building TV market.Because, according to the survey of TOP100 office buildings in China's top ten cities provided by AC Nielsen, by March 2006, Focus basically occupied more than 94% of the shares.

After more than three years of "enclosure-style" competition, the most excellent commercial building resources in China have basically been enclosed. However, the number of people who want to enter the market and get a share of the pie continues unabated.However, as "Forbes" magazine said: "Jiangnanchun occupied the main local high-end office buildings at the fastest speed, leaving the remaining market space for imitators who appeared later. But this space is not big anymore." Many advertisers believe that in the current media mix, in-building TV is regarded as an integral part or an effective supplement of TV.Therefore, in the process of media communication with TV as the main body, Focus has achieved the purpose of wide coverage, and the use of building TV is mainly for heavy coverage of target audience groups, or supplementary coverage for target audiences who do not usually watch TV. .Due to its extremely high market share in the building LCD TV market, Focus has become the mainstream communication platform with the most commercial influence.

After the integration of Focus and Juzhong's building resources, its outdoor video platform has been greatly expanded, and the market has been further controlled by Focus. In February 2006, after the reorganization of resource strategy, several suits were subdivided, such as: · China Commercial Buildings Network: Focusing on office building business white-collar workers, it will spread over more than 96 cities across the country, including commercial buildings, apartment buildings, banks, clubs, etc. ·China Leaders Package Network: Focus on general managers, CEOs, presidents, chairman, directors and other high-end figures of major companies, covering high-end venues such as golf courses and airport VIP halls, and has entered 32 major cities.

·China fashion suit network: including high-end department stores, high-end restaurants, KTV, bars, clubs, beauty salons and other entertainment and leisure venues, focusing on urban white-collar fashion crowd, concentrated in Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu. · China business traveler package network: including airport buses, waiting halls and security checkpoints, hotels, focusing on business people who travel frequently, distributed in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou, Qingdao, Wuhan, Tianjin, Xi'an , Kunming, Jinan, Shenyang, Quanzhou and more than 20 cities.

Now, these distinctive channels together with outdoor LEDs, frames, cinema advertisements, etc. constitute Focus’s “Digital Out of Home” sector, maintaining a 98% market share in the field of building TVs and 95% in elevator print media. share.With an absolute advantage in market share and control over resources, Focusun, which is consolidating its achievements and preparing for "unforeseen events", will remain the industry leader now and for a long time to come.What is commendable is that the executives of Focus have always shown a kind of peaceful rigor and low-key confidence.Jiang Nanchun is more completely confident and calm.

Under the guidance of the digital media group's strategic thinking, Focus Media includes media platforms such as Focus Wireless, Internet and theaters, which makes its advertisements extend to each platform.With the help of mobile advertising, Focus has targeted hundreds of millions of wireless WAP users in China, and has also occupied half of the mobile wireless advertising market, covering young white-collar workers and fashion groups in cities.In terms of the Internet, Focus has successively acquired Allyes, the largest Internet advertising operator in China, and iResearch, a domestic network consulting and research organization. Leveraging Allyes' technology and marketing platform, Focus has reached out to a wider and more segmented audience market, making itself The attention time of the affected audience is also greatly increased.

Today, Focus has spanned the three most potential media segments of digital out-of-home advertising, Internet advertising, and mobile wireless advertising, paving the way for future strides forward.