Jason Jiang: The second innovation FocusSource: Entrepreneur Magazine sort / staff reporter YE Oral / chairman Jason Jiang of Focus Media Focus has been an innovation, is now facing a second innovation. Change is not racking our brains to come out, but because society has changed. Now the most important audience is 70, 80, consumers between the ages of 22 to 45 is the most valuable Chinese consumers, because after 50, 60 fixed to many brands have to develop awareness, advertising is not enough influence their views. But after 70, 80 after the Internet generation, is being digitized, outdoor screen surrounded by generation, of their lives here. They can not have television, but not without the phone. So ad distribution trend from television, newspapers to the Internet, cell phones change, this change is very large. People information mode, lifestyles diversify, fragmented from a single. How do we focus on this population more accurate segmentation? Combination of active and passive characteristics of the Internet is interactive rather than mandatory, and Focus mandatory but do not interact. Advertisers say, can not form a separate group after reading an ad click enter, even to improve the visibility of the product, but to buy things is not exactly a direct correlation, so the first issue of Focus face is how to force the media to do ? I put 20 years of more interactive media experience boils down to two words: active and passive. Initiative of a person's information model, consumers will spend a lot of time on the information, such as microblogging. Passive is a human living space. A typical 90, his information model is the QQ, all networks, online video, online games, living space is a bedroom, dining room, library. 'Rounding up' a consumer group, from his main mode of life, spatial patterns cut. The benefits of information model is that consumers will spend a lot of time, but he has a lot of choices; and consumers want content, rarely see ads. So click on the interactive Internet, to some extent is a false proposition. When really necessary, Baidu search can be. But because consumers spend a lot of time, so you can make branded, many things are spread up. Such as Durex, create a lot of exciting content, by microblogging, forwarding the letter. In the interaction, we intend to do first NFC phone. I think two or three years, NFC should be a standard trend. You can then broadcast advertising by mobile sensors; in addition, for example through the microblogging interaction, through inaudible high-frequency ultrasound, such as when playing a cosmetics ad, appear small screen prompts, you can now open microblogging receiving the cosmetics coupon, you have to do is open a private letter to accept the coupons. Also, you buy something at the mall, see a brand, which prompts you to open microblogging can accept the relevant coupons. In addition, we need to do content changes, Internet companies often talk about improving the experience, we need to improve next screen experience that allows consumers to see the screen when not because of boredom but Air Jordan Women because of fun. In the future we want to make this media more content on the LCD, entertainment content, to customized content, which is we have to do next year. Changes in customer targeting audiences are changing, customer orientation is changing. Each company must identify their most important customer group, Focus the first to Procter \u0026 Gamble, Unilever, L'Oreal and other companies positioned as the most important customers, a dozen customers of more than billion. In 2003, we are a 'Little Three' in the advertiser side - a necessary complement. Later he struggled for five years listed, in 2010, we became a 'second wife' - an important combination. Why do we not done 'main building'? Some customers have three billion yuan a year in advertising, for we are close to 200 million yuan, accounted for only 6%. If we say that we are their main house, no one will believe; we say they are doing it, and no one believes. The future we will be a lot of focus on the amount of advertising 30 million yuan to 80 million yuan, growing customers. For example, China Auto Rental. China Auto Rental began in September 2010 when the vote in advertising, had intended to television, newspapers, outdoor, and so do both, but only 80 million of the cost. Later, we convinced them, the main budget in the building TV and frameworks, and above the airport, because we believe that local rental buildings and framework to do, because the one who always wanted to go home to go to work, should be done off-site airport car rental Our shops are at the airport. After locking the three main living space, we find China Auto Rental Beginning in September 2010, the original and competitors on the consolidated level, are starting at about 1000 cars, have not done a TV, not done newspapers, the Internet has not done, relying on a combination of building television, the three space frame and the airport quickly will significantly increase their market share. As of last year, China Auto Rental has more than 48,000 vehicles, is the sum of 2-10 bits competitors. As another example Kara, Kara also put all the budget all on the frame, so that millions of people know about Kara, and Kara has become one of the third-party payment industry's leading brands. Focus has done a lot of these cases, 30 million -8000 million customers to nearly major budget are on the Focus, and Focus on their own living area media group focused marketing, concentrating beat them up, and then became Focus good case, and these customer's own market value has brought us more customers. Precision big data era today, Focus margins of 20% to 30%, while Baidu has 50%, not to mention our profits, market profits are formed, representing the degree of market acceptance of your core is the value you give customers. Customers must want to hit 10 dollars a want, but never hit with five dollars a man who does not know, for your precise segmentation capabilities demanding. A media platform, the more accurate one subdivision, the higher the profit margin, the business model is different, different market value. So I say the world's best models, this model is Baidu. Baidu has a huge eye, but the eye is not enough light has mass, precise segmentation capabilities behind the data, the next big data era. Today is a big data behind Baidu, Taobao is also behind a big data is accumulated by a lot of traffic out of the data. Our mistake is to buy a major good Lord. Do not believe Cookie tracking only as Baidu, Taobao can be called accurate analysis and judgment of the database based on your historical behavior, such as Baidu know what you found is the key word, Taobao know what product Air Jordan 10 you bought in the past, the use of which brand, but also Have you ever been traced to what stores. Online media can be so precise, accurate offline media how? Actually behind is a database that we signed with the property when asked 82 issue. Such as Gome, Suning to cell handover occupancy rate is just below 30% of the cell, the BMW to the property at about 5 million cells, POLO is a residential property 15,000 to 2 million. In addition also different district position, which is much better than Cookie tracking, the most important question is what is the tracking method. Recently, we have a second reform, called the establishment of garbage analysis, through analysis of garbage to study brand positioning. We give community health administrator with a scanner, barcode saw garbage to sweep, so the district will know what is the main drinking water, what oil, understand the district consumer preferences and brand preference category, and then for these brands do positioning. Today, we change, change is largely done by the accumulation of a large database form. In this larger process of change, we face many challenges and opportunities: for example the elevator, we have long tried facial recognition, but for office buildings, the elevator is no way to identify, because it is a group. When a person able to identify the age, in order to determine what ads to put him. But a group judged more complicated. Many of the new technologies of the future, might make a higher accuracy. The use of new technologies, so that we are more than today's television, there are more segments of ability. Another three-screen interaction is three-screen linkage. China's consumers face a multi-screen era, attention has been diversification. Television advertising market was 150 billion yuan, about 10 billion yuan building TV, the Internet is 10 billion yuan, but do you think consumers see ads of the time really is 15: 1:? 1 do not, I think it is in big cities 4: 3: 3. Chinese media and advertising volume will not increase in the future, but the restructuring will happen. Dispersed individuals Nike Heels Boots to multi-screen when the multi-screen advertising should also be decentralized. Three-screen linkage way that the lowest cost, or make the same money for maximum efficiency. According to System Mixreach Millward Brown and second hand system was developed: Within Mixreach system TV, Internet and television building, according to different proportions among the three screen delivery to achieve the rate calculated result, a medium-sized advertisers to the original 100% for conventional TV put the budget reallocation, such as 622 (do TV 60%, 20% of the Internet, 20% of the combination building TV) 1+ (after the ad aired, the public has been seen 1 times) arrival rate from 62% pure TV launch to 77%, 3 + (after the ad aired, the public has been seen 3 times) arrival rate from 40% to 50%. Meanwhile, data analysis is a very important finding is that multi-screen media mix delivery can save costs. When using a combination of more than 622, the same arrival rate situation, it could save 25 percent of costs. The survey also found that for small advertisers, because the budget is only tens of millions, often requires bold mix of non-television-screen delivery strategy, because television costs are very high, simply put traditional television, to achieve good results require expensive cost, if the switch building television screens and the Internet screen to play multi-frequency arrive, the cost is much lower, with special cost advantages. I quite understand the Internet in general, and in the exchange process, I often ask why the company on the Internet never do offline media? Networks cast online advertising, traffic came down, right and proper. But only on-line advertising, the company will do great? Not necessarily. Now a lot of online companies are doing work offline. Whether or Jingdong, Suning Tesco, has appeal for brand awareness, rather than the light flow not. Baidu is like a medicine, the benefits are immediate eat, you create company needs traffic, you need medicine to help you solve the problem quantitatively, but also easy to count the cost. But can not deny the existence of traditional Chinese medicine, Western medicine eat eating Chinese medicine, deficiency of two different strengths, different conversion rate. Similarly an ad hits with brand awareness is absolutely positive relations, brand awareness is high, the ad's click-through rate is high, then click to the 100 people, left the number, but also depends on him for you brand awareness. When the strength of strong brand awareness is high, it will certainly bring rise hits, will also have to expand after clicking eventually happen to your online shopping behavior of human scale. So I proposed a hypothesis, put at 30% of the line brand advertising will result in 70% of online ad spending doubled conversion rates. Facts have proved that my assumption is conservative. By now everyone's basic line and online ratio 4: 6. There are a lot of customers do not believe that the Internet and offline advertising, I tell them that to do two things. Whether an advertisement or 10 seconds 30 seconds, finishing last appeared a LOGO, the Baidu search box followed. After you let the customer interested, go to Baidu search, find your product, and then led him to do more to share opinions. This process must have a few links. Today, if only the ads put out, the last step even search boxes are not, then what can not be considered advertising. I'm online company that fight must next online visibility online and offline ratio hit; the company says the line, the line must take the line down to go, if not the last step, a lot of money is being wasted . Innovation Focus logical than first innovation, this time there is no significant innovation, are innovative details. But I want to say is innovative logic, which is that Nike Air Force 1 no matter which companies have to face in the development. In 2002, I want to do outdoors, then went to Xujiahui, a look full of billboards. If I were to go along the traditional thinking, that is no way out, because I came in late. You can Air Jordan 7 Retro not change a logical? I have a college education in the East China Normal University, when the main line is the 'literature is human science', all the elements that people think in terms of people to follow. Business is the same. What Xujiahui is? It is actually a piece of outdoor billboard passively waiting for the arrival of man. It can turn life trajectories go chasing people? People want to work, go home, go to the store to buy things, watching movies, along this track you will find there are many gaps, such as office space in the absence of advertising, so we Elevator posted after the LCD screen, it becomes a media, with the Focus. Accordance with the usual understanding, mainly in the evening to watch TV, and we in the daytime; TV at home, we on the outside; media with content is king, we places the channel is king. Today, a new Focus is still the age of the Internet to follow the trajectory of people's lives, with better technology and better ways to meet the needs of this population. Entrepreneurial process, we must learn subversive thinking, to learn to walk in the opposite direction. I had a teacher called Zhu Dake, a well-known literary critic, he had the story in class solutions Qu Yuan committed suicide constitute a homicide, Butterfly Lovers deconstruct Brokeback Mountain. Later, after doing business, something I translated the teacher, and he is actually talking about is a question of Blue Ocean Strategy. Blue Ocean Strategy, namely the three essential elements of the three elements of business model innovation: first, the details of professional background under insights. You have to really understand the industry, and then the details of the insight. Second: the spirit of challenge and skepticism. Why do we never doubt? Because from the time reading, we were like education, he accepted the de facto concept. History of Literary Criticism those important people, it is important that they are on the system, values and other issues put forward a very big doubts and challenges. Once formed, the so-called principle of dogma is dangerous. Entrepreneurial spirit of challenge is a challenge to the existing process order and principles. Third, subversive thought. Ma did not know how to do Taobao, to refer eBay, spent two months, he summed up the top ten most successful eBay factor, then go according to the ten points in the opposite direction. If I had the same idea and eBay, there will Taobao. Focus did a screen after a lot of people and do screen. Do not go to repeat those already established a fait accompli, there is no sense that the future of the media will create new space and time, the things you want to start again. Finally, if you see the ground Ludu today, then take a look at the sky, if there is one you have not Air Jordan Women seen overhead. Case Study A dark horse campers do crabs and imported seafood chain, the existing 260 stores, in the second and third tier cities put in the newspaper media, because I think the price is too expensive, Focus, market launch in Shanghai newspaper media and the masses, a competitor. 2012, second and third tier cities also grew, but the Shanghai market advertising less effective. Let the student puzzled how the future should be a combination of advertising. Jason Jiang Reviews crabs eat crabs and buy to give as gifts are all social status of people, they do not have much time to read newspapers, they have changed the way information, so do newspapers still line the city is wrong, it should be all money concentrating so thoroughly framework. Focus is indeed better than some of the smaller companies of high prices, but do not be Nike Shoes cheap advertising, advertising the first consideration is the arrival rate, the target audience to not reach 70% to 80% will be very difficult, if only 5% to 10% , even if effective, sales are not up to orders of magnitude. Not only do office advertising, ground forces should be promoted. A sweep a floor, home sales, if there is no ground troops, even if people remember to no avail. True B2B business, must be person to person business.