Chapter 57 Adhere to the faith, persistent pursuit

The sword is slanted, betting on an accident.It is accidents beyond logic that make Jiangnanchun sensitive and knowledgeable. In other words, it is Jiangnanchun's understanding of human nature and courage that help him seize the market opportunities of new media technology and drive him to take the lead in building commercial building TV media The industrial chain has created the commercial value of Focus Media. However, there is an old proverb: "If you fail, you will succeed, so don't let go." It is also an accident beyond logic that permeates Jiang Nanchun's persistence and paranoia.

Here's another little-known little story: Wang Dunmin, the manager of Dongfeng Yueda Kia's advertising department, still clearly remembers that when Jiang Nanchun first started Focus Media, he had a lot of rejections in order to persuade his Korean boss to invest in building TV advertisements. Because his Korean boss hadn't seen how much influence TV commercials in buildings had on the target customer base.Although their customer base is indeed mid- to high-income earners who come and go in and out of office buildings, the boss believes that most of them are the hardest-working people who come home early and return late, and there is almost no need to stop and watch the TV in the building to pass the boring time of waiting for the elevator. Or they may not necessarily have a building TV on when they commute.For this reason, Jiang Nanchun cleverly arranged for his boss to get on and off the elevator during lunch, dinner and the busiest office hours many times, so as to experience the role of this focused advertising form.

The excited Korean boss originally planned to launch only one issue to try out the effect, but it was out of control. In 2005, Focus Media has become the most important advertising partner of several important products of Kia. Wang Dunmin described their cooperation with Focus in this way: "The consumers of cars are mainly high-income groups. From the perspective of the lifestyle of this group of people, due to their busy work, they spend much less time in contact with traditional media such as newspapers and TV than ordinary people. , if we continue to use traditional media to cover these audiences, a lot of budget will be wasted on the wrong people. Before the launch of the Kia Cerato, we used Focus Media’s commercial building TVs for pre-heating publicity. It won more than 500,000 votes in the vote of the popularity index, becoming the most popular newly listed car brand in 2005. For ordinary people, Focus's building TV is a focused media, but for middle- and high-income groups, it is also a popular media. Yes. Now we also see that almost all car brands use Focus Media as one of the most important media combinations because it fully covers the possible consumers of cars.”

In the past 3 years, such examples have occurred continuously in Jiang Nanchun's company. At the same time, "Never give up spreading to anyone at any time" has also become another persistent belief of Jiang Nanchun in advertising.In the more than two years since the establishment of Focus Media, he has only done one thing - let his LCD TV advertising machines spread all over the commercial buildings in various cities. The emerging advertising market of 1 billion yuan. Jiang Nanchun, who has worked in the advertising industry for more than ten years, relied on his unswerving judgment on the trend of fragmentation in the development of the advertising industry, found a unique way, and staged a story of rapid wealth creation with an almost crazy "stubborn" spirit. In just 3 years, we have completed the whole process of an industry from establishment to growing, until occupying a higher market share.

With a deep understanding of the old market and calmness, he perseveres in promoting the ideas he recognizes. In Jiang Nanchun's words, business is unequal in the face of a persistent idea. In 2006, the steadfast Jiang Nanchun set his sights on mobile phones. In 2007, Focus merged with Allyes, and Jiang Nanchun began to set foot in the Internet field. Relying on Allyes' advantages in database, it accurately targeted the audience and made Focus's business comprehensive.