Jiang nanchun, CEO of Focus Media: no money is the greatest motivation for social progress.

This Friday, LinkedIn and bimba of Peking University National Development Research Institute jointly held the second series of "LinkedIn influence" themed "the peak of the times and the trade-off between life. Mr. Jiang nanchun, CEO and chairman of the board of directors of Focus Media, gave a speech titled "revolutionizing yourself and moving forward forever, can you ?" With a humorous growth story and history deconstruct, Mr. Jiang nanchun said that he would review everything with the spirit of doubt and criticism to conduct disruptive innovation and reconstruct the story and business model. What is blue ocean strategy? First, there must be a professional background, and innovation without a professional background will not happen out of thin air; second, there must be suspicion, and third, there must be disruptive ideas.

 

Today, I want to share with you the entire process of my career.

No money is the greatest motivation for progress

I have been thinking about it since I was a child,No money is the greatest motivation for social progress.When I was in the second year of college, I became the student union chairman of the school. What are the greatest benefits to my life? The whole school resource is controlled, and I have tasted the sweetness from the resource.

At that time, the company needed to recruit part-time jobs through student unions. The company gave us the posters and pasted them out. Everyone saw the posters to contact the company. One day, I received a poster. A company recruited 300 yuan for an advertisement salesman. 300 yuan was a very high number for us at the time. I put the poster in silence, take the poster to the company. Therefore, market monopoly is very important (Laugh ). I told the other party that although there is only one person, it is also the highest level representing China Normal University. After a month, I made a few orders, not only taking 300 yuan, but also earning 1000 or 2000 yuan.

At that time, I got 1000 or 2000 yuan in my hand and thought I could not afford it. I quit the student union chairman and started my advertising career. In 1994, when I was in the third year of college, I started my own advertising company. At that time, I earned 50 thousands or 60 thousands yuan a year in college and 100,000 yuan later, which is no problem to solve my livelihood. By 2002, I found that at that time I had earned 50 million RMB, a lot, but it seems that I can only make this money every year. Your career development does not see anything (maybe ).

At that time, I started to work in the morning, until seven o'clock, and after seven o'clock, I organized a group of comrades to eat and sing. Every day seems quite happy. Over time, do you think my life is like this? Is singing in hot pot?

One day, I finally decided to start a new business. I think we can either turn over the revolution, go back to the next class, or shut down the company and enjoy the achievements of 50 million.

 

Qu Yuan's story brings about disruptive thinking

There was a psychological expectation when I started my second business. This could be my life, because the competition in the advertising industry was fierce. When I give up these services,When I started my second business, I thought it would be very difficult to do a ready-made business today. Can I subvert it?It seems that it will not succeed, but (in fact there is still hope for a career), it is very early to die.

So I rethink the opportunities that this industry may have. This is thanks to lectures in the university era. Professor Zhu once told us an interesting case that has a great impact on my business thinking.

He asked, "Do you know how Qu Yuan died ?" Do we know this? He committed suicide! He said he jumped to what river to commit suicide? We said that he had committed suicide. But he asked me, what is the evidence to prove Qu Yuan's suicide? Do we need evidence? Later, our teacher Zhu overturned our ideas and used the course time.

He first told us about the poem "Qu Yuan is a suicide"-after Qu Yuan committed suicide, someone got a suicide note on his desk, so some people inferred that Qu Yuan committed suicide after writing this poem.

However, Mr. Zhu compared the huge differences in writing methods between this poem and several other poems such as Li Sao, however, the poems written by the dead won't be different from the conventional works. It is inferred that Qu Yuan's suicide note was written by future generations, which subverts my idea.

Mr. Zhu said that he believed that Qu Yuan was murdered and died of male-gender relations. What evidence did Mr. Zhu take? First, Qu Yuan wrote a letter before his death, expressing his relationship with a female. Therefore, he inferred that Qu Yuan, the scholar-doctor, was actually infected with the princess (Zheng sleeve) of Chu Huai Wang. After the death of Chu Huai Wang, Qu Yuan and Zheng sleeve tried to cooperate internally and externally to subvert the existing regime. As a result, the scholar-class members joined hands to kill Qu Yuan. Qu Yuan ran away and ran to the edge of the river. What should he do? He ran by boat, and the assassin chased me. On the river, you chased me, and it became a Dragon Boat Race. When he finally surrounded Qu Yuan's boat, take the sacks and put Qu Yuan in the sacks. Then there will be the backend dumplings.

After hearing a lecture from instructor Zhu, our college students in their early twenties discovered that,There is another benefit of going to college-it can subvert your mind.This story remains in my mind. I think this story tells a concept of Blue Ocean Strategy.

What is blue ocean strategy? At the core of the blue ocean, you must have a professional background. innovation without a professional background will not happen out of thin air. Second, you must be skeptical, and third, you must have disruptive ideas.

Mr. Zhu was first knowledgeable. Without professional ability and detailed insights, he would not have thought of this. The second is the spirit of suspicion. He does not believe what he has written in textbooks. As a result, he re-examines what he sees with the spirit of doubt. Finally, use disruptive ideas to reconstruct the story.

 

If the whole world is engaged in mass content, can we achieve revenue sharing?

The blue ocean strategy breaks down all the order and restructured it into a new thing.When Focus Media started its business, its core was to subvert its original ideas. I have been engaged in the advertising industry for ten years, so I have some fixed ideas. However, as I keep writing poetry in my mind, I often hear the instructions of these professors and I have some logic to think about, so there are some new ideas.

What was the core of our traditional advertising business at that time? Mass media. However, I think that in the future, when products are increasingly subdivided to meet different consumer groups, media segmentation will inevitably occur, not the public, but the public.When talking about the masses throughout the world, let's talk about the crowd.

There is also a traditional concept. At that time, people thought that the content was important to the media. It attracted attention from the content. Consumers had a choice (in the case of a choice) and the content would not work if it was not done well. But in fact, some magazines, such as Eastern Airlines, may have the largest revenue in advertising, but they have no content at all.

Must the media set the content to King? Why can't I use channels as king?Let's turn all the media definitions and definitions to the opposite of them.

At that time, I thought that the whole industry was going to be outdoors (advertising). The geographical location was very important, but good geographic locations were all stolen by people with relationships. What should we do? In fact, people's lives have certain rules. They can be in Xujiahui or Wangfujing. We are chasing the lives of these people. Some people may go to Wangfujing. One person wants to go to work, go home, and watch movies at the cinema. In fact, when you look at the paths of human life, (Market Competition) is actually a blank space.

We have transformed the elevator into a media. office buildings are an office space and can also be turned into media. Buildings and TVs placed at the elevator ports have become media touchpoints. The idea behind the crowd was to chase people's life tracks and become an integral part of life. This type was later called "China's largest media of life circles" and is also a brand new definition.

In today's China, I have summarized that ten years later, the media has two directions: active, passive, active, information, and living space. The information mode is QQ for 90 s and TV for people over 45 years old. Living space is a community or store. Grasp the information mode with the left hand and the space with the right hand.

In the Information Model era in China, we found that there are two things in our real life: one is Baidu, which is hard to skip. When information explosion occurs, consumers can only remember two things. The first is a major social event. Today's media advertisements cannot be implanted into the core of consumers' life, and there is no possibility of success. Second, remember the content and cannot remember the advertisement. Do you remember the sound? But do you remember the large advertisements interspersed in the middle of the program? Because jiadobao is named. This is what we are talking about. Consumers remember the content.

 

Creativity and imagination create your profit margin

Two years ago, Weibo was very strong. Now, what will happen in five years? The world's information model is changing. How can advertisements be embedded into consumers' lives?The core issue for areas that do not seem to have the opportunity is that you turn it over and think about it to see if it can be successful with disruptive thinking.

The emergence of mobile Internet poses a great challenge. I used to like to watch all kinds of advertisements on the road, but later I found that my career habits were also impacted. I got on the bus and went back to the mail to finish the mail, all of these are done, and the airport will arrive.

If you have more than 10 minutes of boring time, you will surely take out your mobile phone. Taking the bus or the subway, taking out a cell phone for half a day, the action is very comfortable, so the bus and the subway (advertising) screen, the impact is very great.

Since the mobile Internet has eaten 14% of our viewers, we can see that the screen of the crowd is related to the Internet (can it. Consumers have data in their browsing habits on a mobile (Internet) building. I want to know which category people in this building are interested in, we can combine the data in a building into a tag analysis to tag the building. After some analysis, we can know what they are most concerned about.

I believe that in the future mobile Internet era, there will be no distinction between online and offline. Everything will be different under the disruption of the mobile Internet.The core of business is creativity.Creativity and imagination create your profit margin.

Thank you!

Jiang nanchun, CEO of Focus Media: no money is the greatest motivation for social progress.