Cinema's Blue Ocean - Jiang Nanchun's Creative Myth

Author: Liu Shiyin
Publisher:
Publish Date: 2006-07-01
Features: A 33-year-old single man pursuing pure beauty, yet owning nearly $690 million in wealth; a successful CEO who commands the business world, with his greatest interest being writing romantic and aesthetic poetry. This is not a fictional character from a novel, but a real-life individual. He is the Chinese person who rang the opening bell of the Nasdaq—Jiang Nanchun! He dominates China's building advertising market, pioneers a new era of targeted communication in China, and builds the largest media group in China. This book narrates the mythical success story of Jiang Nanchun and his company, Focus Media, recommended by Yang Weiguang, Li Jun, Xiang Bing, Liu Donghua, Huang Shengmin, and Sun Xianhong, among others! This book introduces Focus Media, the most focused media in the industry, and its young CEO, Jiang Nanchun. For this legendary outdoor advertising media company and its leader, the book follows the establishment, growth, and development of Focus Media as the main timeline, while also intertwining Jiang Nanchun's personal entrepreneurial journey. The story not only tells the rise of Focus Media but also Jiang Nanchun's biography, weaving both into an invisible narrative of time and space. Readers can learn about the conditions for a company's growth and development, as well as the essential qualities, management skills, and inevitable factors of success that a young entrepreneur, manager, and organizer should possess. The book is richly illustrated, with some images published for the first time; it is well-researched, with many firsthand materials disclosed for the first time; the content is substantial, the language is elegant and fluent, the stories are vivid and touching, making it highly readable. This allows readers to experience Focus Media's corporate culture and Jiang Nanchun's personal charm from multiple dimensions, enjoying a rewarding intellectual feast.
Replacing dull print ads with lively video ads, Jiang Nanchun adopted a completely different approach to capture investors' attention. As a result, he created a new daytime television market, excluding family time. Similarly astonishing is that Focus Media has only been in business for three years. At a summit forum featuring Focus Media as the main subject, Tian Tao, vice president of CTR (China Research & Evaluation), pointed out: "Among Hunan Broadcasting Group's $1 billion in revenue in 2005, $600 million came from《》and creating 'Super Girl' through Hunan TV. Meanwhile, Focus Media achieved nearly $700 million in revenue in 2005." This shows that Focus Media's performance has already rivaled the influential traditional media, Hunan TV.
What enables a company to rise so rapidly in just three short years, and how did this young CEO quickly grow into a professional advertiser with billions in wealth? "I know that at least half of my advertising budget is wasted, but the problem is I don't know which half," the famous quote by John Wanamaker has long been popular in the advertising industry. However, today, Chinese companies should have an even deeper understanding of this. As advertising spending increases but effectiveness decreases, many companies have fallen into the trap of advertising waste. In marketing costs, the investment in advertising media is undoubtedly the largest. Regardless of the tens of millions of dollars spent by international giants, domestic brands have been competing fiercely to hire celebrities for endorsements, with costs ranging from tens of millions to billions. While intensive advertising bombardment can indeed make a brand household names, for some products, spending a fortune may result in "shooting a cannon at a fly." Many companies face the dilemma in marketing: it's not hard to segment the target audience, but the challenge lies in finding an appropriate communication medium to effectively reach them after defining the target audience. Advertising still relies on the most common and widely used tools like television, print, and outdoor advertising.
Due to these reasons, China has seen the rise of various forms of targeted and niche media in recent years, such as lower-end bus TV and higher-end direct-mail magazines and in-flight advertising. Jiang Nanchun's China Business Building Advertising Network (FOCHSMedia) targets white-collar workers who frequently visit high-end office buildings.
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