Focus Media Q-card decisive battle mobile Internet is not enough innovation

Is the audience already out? "When the average person in a crowded bus to fight, for himself to win a little space and feel good, Chen flyover has been sitting on no one rob the empty car to go, so you do not." "In 2006, one night in Shanghai, Jason was hit by the legendary agent Chen Tianqiao. Later he also went to get an empty car, called the audience. Only in 2008, the empty of Jiangnan spring began to anchor. In 2011, the empty car of the idol Chen Bridge also broke down. These two men, who were most obsessed with business models, were fated to hit 2011 years. Chen Tianqiao opted for a shock-type treatment for privatization, while Jason began to reunite after a long solitude of healing. This time, he painstaking's new book called Q Card. However, the mosaic in the elevator mouth of the audience, now need to compete with the hurricane Dash of the mobile internet age race. Jiangnan Spring Q card New generation of interactive LCD screen and matching Q card in the seven major cities, activation volume has more than 2.5 million. Financial Weekly Call Jiangnan Spring, but the phone that he has been "very busy", and "I set down, this year just want to do their own things, do not want to say anything." Before and after 2011 Spring Festival, many office buildings in Shanghai began to appear a kind of seemingly inexplicable gift "Q card". This card is produced by Jiangnan Spring. It must be explained that Q card and QQ does not matter. Jason is so to say Q card is doing: consumers need first in a certain office of the advertising screen there, through the key to obtain a Q card, and then send text messages to the Q-card activation platform, so that the Q card and mobile phone binding. Then, in the absence of consumption, to find any one of the nearest to the LCD screen, in the sensor area under the screen card, so that the surrounding food, education, photography, beauty, online shopping, fitness and other aspects of the discounted information will be sent to the binding mobile phone. "Interactive screen Q card Business", its business model is somewhat curved, no longer like in the building between a piece of advertising box that simple and clear, a stunning. Although Jason often shirtless to peers and customers to explain, but Q card This thing is what things, many people still do not understand. Jason to the financial weekly explanation, using a string of more trance letters and numbers: "SOLOMO+O2O." "Now in the mobile internet age, what the audience is exploring is actually solomo+o2o." Solomo,social (social), location (location), mobile, the combination of the 3 hottest words is agreed to be an important trend in media development. The future mobile end will be more networked, social, and mobile positioning information, will be the traditional business model into mobile commerce, this wave is bound to be more ferocious than the last. And with O2O, that is, online to offline, line online under the linkage, enhance user experience. In this way, from a formal point of view, the audience seems to be transformed from an advertising agency to a digital media company. This thing makes Jason very fascinated. It is said that the 2008 RiverSince South Spring began to heal, in addition to marry the Taiwanese beauty anchor Chen Yujia, there is no second thing to make him so busy. "He is very busy now, basically like this, Friday flew to Taichung Home, Monday Noon to work in Shanghai, two days in Shanghai, two days in Beijing." Shanhairong, Vice president of the division, said. October 2011, the new generation of interactive LCD screen and matching Q card in Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, Hangzhou, Chengdu, the seven major cities unveiled. It is understood that the focus of the media is currently engaged in the next generation of interactive screen number of 30,000 units. and changed the LCD TV is put to Yantai, Linyi, Xuzhou and other three or four-line cities. "Up to now Q card activation volume has more than 2.5 million, our start should say is good." In the future, we will continue to expand the number of Q card users. "Jason said. New creations or new bets? From an innovative point of view, Q card business is far less than the elevator building advertising model. In Jiangnan spring, there is a Q card, the original piece of rigid LCD advertising screen has become an interactive screen. "The interactive screen of the audience has realized three major changes, one is from the existing broadcast to the interactive and then to the O2O, the consumer to the physical store terminal." The second is through the use of Q card records to analyze the preferences of different consumers, so as to achieve from the public to the audience to one-on-one accurate information transmission. Third, the focus on the city's consumption and brand-preference information from the distribution of LCD end to the mobile end. "He thinks it's a new innovation in the media based on the resources available to the audience." In this respect, famous IT research expert Xingdong expressed the conservative view, he said: "This business to form the scale still need a certain amount of time, in essence, the mode of transmission or a traditional media, emerging to mobile phones, the Internet as the representative of the development of new media, must be to a certain extent squeeze the market space of the audience; in addition, Now many of the advantages of new media companies are actively cooperating, for the market, the audience may not necessarily be seen how much development space, and Q card mode is not a breakthrough, the future trend of media development is instant, interactive, anytime, anywhere. "Q Card mode is very easy to associate to the city, but Shanhairong said they are not the same:" One is located in a different geographical location, a large scale, a wide range, concentrated in the elevator buildings, and the city of Victoria is more in the subway station. Second, the positioning of different, focus on brand information, more is a big brand customers, and the city is more of the catering services. "In the face of the Jiangnan spring of the alumni of China Normal University, Zhang Yibin, general manager of the city, said he would do his current business, the key lies in the brand trust, rather than preferential efforts." At present, the number of members of the Victoria network reached 6.6 million, and the development of only a few months Q card members through vigorous promotion quickly reached 2.5 million people. The involvement of the audience will undoubtedly stir up the existing market, but it is still a mystery when it is possible to throw in so much money to promote the profit. An insightful opinion comes from a person who is familiar with Jiangnan spring, he commented that Jiangnan Spring "Q Card + Interactive screen" New model hides a hugeAmbition, in effect, is to leelawadee a business model of lbs (location-based services), group buying, coupons, niche ads, and even Macaulay's mode of delivery (which can send gifts and shopping coupons, etc.). "With the word solomo+o2o, you know Jason is scratching the scalp to come out." "It sounds beautiful, but I don't know how to define it," he said. One of the best business models must be very concise. Combination of concessions, promotions, group buying and other ways of the O2O model is not the first Jiangnan spring, only he is based on the original resources of the deepening, from the perspective of innovation, Q card business is far less than the elevator building advertising model. "It's hard to avoid the old old 2007 's high-priced takeover of internet advertising and the loss of resale, Jason was accused of profiting from it." Obviously, Jiangnan Spring is still the business model tireless pursuit. To Jiangnan Chunlai said, the trouble is outside. Q Card business to Jiangnan spring meaning like reengineering. He carefully placed it in a company called the "Hedonic Gang", which was Jason personal control. One of the listed companies in the Media holdings 15%, Jiang individual shareholding 34%. But it just hit the muzzle of the famous American hedge. Q Card Business and the distribution of the media between the related transactions are outside the question. According to the Nasdaq regulation, more than 20% subsidiaries are required to enter the performance of listed companies, so the media listed companies only invest in hedonic state 15% of the shares, its performance does not need to be incorporated into the listed companies. So Jason first registered a company to operate its own Q card business, and introduced other strategic shareholders. The point of view is that Jason Q card business by Jason own operation, because this is in the incubation period of business at least 2 years can not be profitable. Muddy Waters and many investors have many reasons to question this, because Jiangnan spring has a lot of use of capital leverage arbitrage of the track. The 2007 's high bid for Internet advertising and the loss of resale had made the industry an uproar, and recently the Muddy water company had been using it as a reason to short a niche, believing that Jason was profiting from it. Faced with the question of financial weekly reporter, the vice president of the Shanhairong clarified that Jiangnan spring early in the 2000 is a good angel investors, so in the decision to buy and resell a good network does not have the right to vote. Jason has long not mentioned these old things, but the past has not spared him. When it comes to the core elements of the success of the Jason, he says: The success of the audience lies in the clear insight and grasp of the three trends in Chinese media, the first is the media from the popular to the division, precision development trend; second, the media time and space change, consumer life more and more diversified and fragmented, so the media will break the original fixed time and space , and appears in the consumer's different life track; The third is the opportunity of media channels, consumers are originally looking at the content, the good content to attract attention, and then see ads, but we also found that when consumers in more boring than advertising time and space, advertising is seen. "Jiangnan SpringBreak the traditional media "content is king" of the practice, against its way high "channel for King" mode. In the distribution of this expansive advertising platform, Jiangnan Spring will be its marketing capacity and resource integration means to play to the fullest. From 2003, the first time to get a large amount of soft silver financing, the audience began its crazy expansion of the road. July 14, 2005, the 32-Year-old Jiangnan spring in the United States, the Nasdaq rang the opening bell, creating a Chinese media listing myth. And then, with a series of enviable acquisitions, stock prices climbed, once up to 80 U.S. dollars, mergers and acquisitions framework, gather, buy a good yes, Jinkaiwei ads, wireless, CCTV three-dimensional advertising, which let the media involved in commercial buildings LCD TV, store advertising network, apartment elevator poster market, wireless advertising market, Outdoor led color screen and movie theater line media, Jason is gradually building their own life circle of the media empire. But the past, blind acquisition of the drawbacks of the 2008-year concentrated outbreak: 3 15 exposure of spam messages, the May Wenchuan earthquake and the "melamine" incident, the share price fell to 4.8 U.S. dollars per share. And Jason I also retreat: Early 2008 Jason quit the throne of the CEO, the end of the year, ready to hit the bottom of the division to sell to Sina. The final acquisition failed due to failure to pass the audit. In this regard, Xingdong that: "Sina acquisition of the audience is a very strange acquisition, the failure of the acquisition of the audience for Sina's future development is a good thing." "2009, in the face of isolated points, Jiangnan spring decided to comeback, after all, he is a" people do not fit. " The traditional mode of division of the people's lives is definitely behind, and the era of individuality is out of tune. "2008 I quit, 2009 I came back, this year, although it was difficult, but now I think it can be said to be a good experience." After that year of reflection and adjustment, we realize that the expansion of the company does not represent growth, a company's growth should be consistent with its values of sustained, stable and healthy development. An enterprise may not necessarily encounter setbacks, but the adjustment after the setback must be inevitable. On the other side do ' subtraction ' we stripped off the mobile phone, the internet and other non-main business; On the other hand, the audience is also doing ' addition ', focusing on core business. "Jason said. Boil over the Jiangnan spring, began to tell employees a sense of crisis, at a meeting, he even wrote a page of PPT with only 9 words "divided by three years of death"; he began to pay attention to employee training, requiring each supervisor to personally deliver the cake on the day of his staff's birthday; After 7 years of establishment, finally launched the magazine Even within the company set up a coffee bar, and long-term free dumplings and snacks, he no longer to talk about things, more is to say management, let the audience slow down. Asia Pacific business model the first person Lin Weixian the business model to shipbuilding, so the name of the mass media is the ship "debris time." Now, Jiangnanchun is desperately pushing the ship back from the reef. Guoming, dean of the School of Journalism and Communication at Renmin University of China, expressed concern: "and the content of the media is only advertisingWithout content and information, the match between content and audience is getting worse. The acceptance of advertising I feel will be getting lower, this is my focus on the mode of questioning places. "But it is this unique business model that determines its expanding nature." The audience must cover more people to have advertising value, so Jason forced to become obsessed with capital, through the capital lever began to buy wildly. But mergers and acquisitions themselves contain the risk of the most risky projects themselves, the acquisitions themselves and the integration after acquisitions. such as the acquisition of wireless projects, has not taken into account the potential for moral hazard; the purchase of a large sum of money prior to the listing of the seal may prompt other firms to make fraudulent purchases; another risk posed by blind takeovers is the consolidation of risk, the subsequent decline in Prudential's performance after acquisitions and the need for more than 100 million dollars to be consolidated. The failure to buy a good deal, Shanhairong, said: "Because these internet advertising agencies lack the core competitiveness, often the human resource type, these companies are affected by human factors too much." "He further explained that since the acquisition of the network after the top managers have left, although the good performance accounted for more than 20% of the turnover, but very low profit margins, pulling down the overall profit margin." But whether this also exposes the internal management of the audience, the acquisition of the need for the very strong management capacity may be the focus of the current lack of the audience. "The traditional pattern of the audience is certainly behind, not just the kind of constantly relying on capital to expand the scale of the model risk is very large, in essence that is a mandatory sales model, with the era of personalization incompatible." "The interactive screen he's doing now still needs to solve the problem," said the person familiar with the river. ”