Lenovo investment leader Wang Chao Guangyuan train copy focus mode

Compared to the average Focus Media screen only a few seconds to stop time, the LCD screen media characteristics of Guangyuan media put on the train is more abundant

This print journalist Tao Junjie Chen Yupeng.

Hangzhou businessman Mr. Zhou, often need to take the train to the other city business. As a result of regular car, he is very high degree of comfort of train services. In the city before and during the trip, how to send a piece of time during the ride, is a headache for him. His usual choice is to read a newspaper or a little sleep.

Recently, however, he was in a car when the car was found in the "TV" can be seen, "TV" in a number of movies, which makes him very excited. So, in the future he chose to take the train which is a new consideration. When booking, he will ask the ticket clerk: "this train has a" TV "it?"

Mr. Zhou asked after the railway sector will be back to a company called Guangyuan media company. Guangyuan media is the "train" TV company in the car. Talk about the feedback information from the railway sector, a sunny afternoon, Guangyuan media CEO Wang Chao sat in his office building located in Beijing country of "Internet Weekly" said: "we are very pleased to see this situation, this shows that our market is expanding."

Blank segments

Mr Zhou may not realize that the choice of a passenger like him has actually opened up a huge potential market.

Since the first half of this year to the United States Focus Media Jiangnanchun articles NASDAQ listing is successful, people have set their sights on the field of media advertising market segmentation. For a time, the advertising market, especially for the outdoor advertising market segmentation has become a trend and fashion. Later, they have the opportunity to squeeze into the crowd, including the direct competition with the Focus Media building advertising market crowd media, mobile TV installed in buses and taxis.

We have to find in people who have not yet accounted for gaps in the market when a specific train travelers "train TV" into people's attention, and because of its huge market potential and eye-catching. According to the Ministry of railways, by 2010, China's annual passenger volume will reach 2 billion passengers, and by 2020 this figure will reach 4 billion. There is no doubt that such a large crowd will mean for advertisers.

Not only the number of audiences, the other characteristics of this segment also shows the attractive advertising market prospects. "In the train, because the public is the most relaxed, and the surrounding environment is very good, for the absorption of information, these are very positive state." An Advertising Analyst says. In addition, compared to other outdoor media, on the one hand, passengers pay attention to "train" TV time is long several times or even hundreds of times; on the other hand, train during operation is in a relatively closed space, passengers can not change the channel, thus making the "train" TV ratings there is a mandatory. Long viewing time and high arrival rate, no doubt are favorable conditions to attract advertising.

It is for this reason that has been hidden behind the train TV "the tiny LCD screen Guangyuan media, began to enter people's vision.

Copy?

Guangyuan media seems to be along the successful mode of Focus Media forward. To some extent, the characteristics of both of them are very close, for example, they are formed through the segmentation of the media platform, is not found before people and use the platform; they fill in before the radio media can not cover the area; and the like and Guangyuan are trying to seize the public boring waiting time with the LCD screen.

So, people will not consciously take the media by Guangyuan Guangyuan media media, that might be what you want. "We will not copy the demassification, Handan is unlikely to be successful, if Jiangnanchun to repeat, are possible and not the same, not to mention others studied with him." Wang Chao's view of the duplication of public disapproval, our goal is to take a step further. We do not put the listing as a target. The most important thing is to do business development."

In fact, the Guangyuan media compared to the field of railway Focus Media seems inappropriate. Because, compared with the LCD screen the vertical advertising office always in that piece of the floor of the elevator, to Guangyuan media positioning their "train TV" under the far more than this. In the eyes of Wang Chao, Guangyuan media on the LCD screen on the train is not just an advertising platform, in a sense it is more of a "TV", is a pathway of programs and content "".

This position is not surprising. Jason Jiang once joked: "the focus is a boring industry, no one is born to love to see the ads, unless he do more boring than watching ads. Waiting for the elevator is more boring than the time and space to see advertising, so the higher the degree of acceptance of advertising."

However, compared to the average Focus Media screen only a few seconds to stop time, the audience Guangyuan media "train TV before often watch the time up to 10 hours. It's hard to imagine that the audience has been staring at the "boring" ads for so long.

What a long time on the train