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中国国际电视台——40年40人:江南春的“分”销之道 | Focusing on Ad

来源:CGTNOfficial 中国国际电视台


Jason Jiang Nanchun, founder and CEO of Shanghai-based Focus Media, ranked the 58th on the Hurun China Rich List in 2018, with the wealth of 39 billion yuan (5.7 billion U.S. dollar). The 46-year-old explains how the philosophy of opportunity and thinking intersects with his own experience.

201810月,分众传媒创始人、董事长江南春以390亿元资产位列2018年胡润百富榜第58位,较去年飙升了17位。46岁的他用自身经历道出了机遇与思考相辅相成的人生哲理。


The wave of reform and opening up promoted tremendous social development. Jiang, a sophomore in college in 1992, wanted to be part of the trend so he used his literary skills to enter the advertising industry. Three years later, his company's revenue reached 5 million yuan. In 1996, Jiang expanded to the rising field of information technology (IT), winning most of the IT advertising market in Shanghai.

改革的浪潮推动着社会发展。1992年,正在念大学二年级的江南春凭借着不错的文学功底,开始涉足方兴未艾的广告业。1995年,江南春的公司营业收入达到了500万元。翌年,他又把公司资源全面铺到了迅速崛起的信息技术领域,拿下了上海大部分的广告。


The successful story of Jiang’s company lasted until 2001, when the Internet bubble burst, decimating his customer base. The IT market went from an expanding market to a great challenge almost overnight. In order to maintain the company's operation, Jiang even started to write advertisements for local restaurants.

看似风和日丽的日子一直持续到2001年。随着互联网泡沫的破灭,江南春公司的互联网客户全线“消失”,营收大受影响。为了维持公司的正常运转,他甚至接起了餐厅的小广告。

In 2002, a decade after working in the advertising industry, Jiang decided to start a new business. After observing how people wait for elevators, and seeing this as a perfect place for targeted advertising, Jiang established Focus Media in Shanghai in 2003. In 2017, the company’s income from advertising hit 12 billion yuan.

2002年,进入广告业第十年的江南春决心转型,重新创业。电梯媒体广告的创意就在江南春的细心观察中应运而生的。2003年,分众传媒在上海宣告成立。2017年,公司的广告收入约为120亿元。

“分众一直做电梯媒体和影院媒体。电梯是城市的基础设施,所以分众选择了电梯媒体,这个变成了引爆主流的设施。为什么叫分众?(我们)只覆盖两三亿的消费主力人群,”江南春说。

Focus Media realized that consumers must use their elevators every day and, during that time, were in the perfect position to see and engage with advertising. Why are we called Focus Media? Because we target 200-300 million consumer groups.


At the beginning, the company had less than 20 people. Nobody knew whether elevator ads in China were worth investing in, but they still persevered with enthusiasm and determination. “When a group of people are especially committed to doing something, they could be fearless,” Jiang recalled.

创业之初,公司规模不足20人。没人知道“电梯媒体”前景如何。是满腔热情和坚定的信念让他们坚持了下来。“当一群人特别投入地在做一件事情的时候,可能心里是无所畏惧的,”江南春回忆道。

During the 40 years of reform and opening up, China's advertising industry has made rapid improvements. Urbanization, in Jiang’s eyes, is an important driving force for economic development, which also brings unprecedented opportunities for enterprise development. In the future, Jiang wants to get involved in more ways to help young entrepreneurs realize their business dreams.

改革开放的40年间,中国的广告行业呈现出了爆炸式的增长。在江南春看来,城市化是经济发展的重要推动力,也为企业发展带来了前所未有的机遇。未来,他希望以身体力行的方式来承担更多的使命和社会责任,帮助更多的年轻创业者实现创业梦想。

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