Jiang Nanchun: I think a successful life should have a greater sense of happiness. And where does happiness come from? I have actually thought about this question for a long time. Does it come from having a successful career? Or have a wife and raise children? Later, I seemed to find some answers. The first blessing is longevity. I think this is what I need. Mortals are generally quite afraid of death. The second blessing is wealth. The so-called "rich" does not mean how rich you are, but when and what situation you are in. I am very satisfied when I work, and I am also very satisfied when I eat a bowl of rice. "Expensive" does not mean how powerful you are, but that you are respected everywhere; the third blessing is Kangning, and "Kang" means being in good health. , be healthy anytime and anywhere, "Ning" means inner peace and being able to maintain a very peaceful state of mind; the fourth blessing is good virtue, "good" means preference, "virtue" is the virtue in the "Tao De Jing", good virtue What it talks about is that you can live according to the natural laws and basic truths of the universe; the last one, I think, is also very important, which is called a good death. When you face death, you feel that you are worthy of this life. I think if a person has these five things, his life will be quite happy.

If I could go back in time, I would still make the same choice, because I think human life is short. As I often say, human beings are faced with the fear of time and space throughout their lives. Because time is limited, people must use their limited time on more important things. I think being a businessman at this stage can better realize my personal value and bring benefits to society and others. If Going back in time, I will still choose to start a business and go into business.

I think I am relatively smooth. In fact, life is full of ups and downs. If you do something without any obstacles, the sense of accomplishment after you achieve it will not be very high. We encounter difficulties every day. When you encounter a little difficulty, and overcome the difficulties encountered that day every day, big troubles will not appear easily. Treating difficulties as a kind of experience and having strong willpower and psychological quality are very important for an entrepreneur.

Jiang Nanchun's "Quotes"

"Business is not unequal in the face of creativity. Imagination creates your profit margin. Subversive creativity can create more wealth. This is my 'success theory' '. "Jiang Nanchun believes that creativity creates business. The final return on investment between creative businesses and uncreative businesses is very different.

“The use of media comes from imagination. The use of media comes not only from the vast market space, but also from the unbridled imagination. Without imagination, the market can only be a pool of stagnant water without any vitality. "Jiang Nanchun believes that if the media process can be reconstructed, it will bring huge business opportunities and extraordinary commercial profits.

"Market pioneers need to educate the market. As a market pioneer, I need to educate the market, so I will also participate in various speeches to express my views."

"Life is the accumulation of many experiences. Happiness is not important, nor is sadness. What is important is the intensity of the experience. If this intensity can be shocking and bring a strong experience to our hearts, it is valuable. When we recall at the last moment that we have experienced complete defeat and great sorrow, this kind of life will be rich."

"Once you give up, you will not know how close you were to success. Only when you cross this line do you know where it is." Recalling the situation when facing the financial gap, Jiang Nanchun today said that he could not imagine what would happen if he gave up at that time.

At 7 pm on June 19, at Shanghai Pudong International Airport, Jiang Nanchun and the company's CFO quietly went south to Hong Kong. Focus's listing journey started in Hong Kong, because Focus's major shareholder and lead underwriter of the listing The Asia-Pacific headquarters of Goldman Sachs, the business and bookrunner, is there, and Jiang Nanchun will receive the final "coaching" before listing in Hong Kong. In the past few years, Ding Lei, Zhang Chaoyang, Wang Zhidong, Wang Leilei and other CEOs who admired Nashi have all gone through this arduous journey.

“In 14 days, I met with more than 300 investors, more than 70 of which were one-on-one. My body can bear it, but my throat can’t stand it!” Jiang Nanchun gave speeches all the way, with a “golden voice” all the way. , "Chen Tianqiao was the smarter one and asked Tang Jun to do this job." A few months before Shanda went public, Chairman Chen Tianqiao hired Tang Jun from Microsoft. When it went public, Tang Jun led the road show and Chen Tianqiao took charge of Shanghai Remote Control.

The hard work is the same, but Jiang Nanchun’s gains are greater than those of his predecessors. Due to active subscriptions, the night before the listing, Focus raised the initial allotment price from the original US$14 to US$16 to US$17 per share, issued 10.1 million shares, and raised US$172 million. This was also the first time for Chinese concept stocks to be listed on the Nasdaq Stock Market. The previous record for the highest round of financing was US$152 million raised by Shanda in May last year. Last Friday, July 22, Focus's closing price rose to US$18.5, with a total market value of approximately US$740 million, equivalent to 6 billion yuan.

Another unexpected gain for Jiang Nanchun was that he was invited to be the first CEO of a Chinese Nasdaq-listed company to ring the opening bell. At 9:30 on July 14, Jiang Nanchun The other side of the ocean feels "cool". "I'm excited and nervous at the same time! I wrote the English speech in advance and recited it repeatedly, but I still forgot one sentence." On July 22, Jiang Nanchun, who had returned to Shanghai, told reporters this little secret.

Only the unpopular can make big money

Focus, which is worth more than 6 billion yuan, has only been established for more than 2 years, and its business is very simple. It just hangs LCD TVs at the elevator entrances of many office buildings. , collecting money for playing advertisements, this alone brought 250 million yuan in revenue to Focus last year. However, before Fenzhong, no one in China thought of this method.

“During 2001, the advertising market experienced great adjustments. By the end of the year, I had to think about transformation.” At that time, Jiang Nanchun was the general manager of Yongyi Advertising Company. One night in December, Jiang Nanchun made an appointment with his old friends Chen Tianqiao and his wife. Previously, Jiang Nanchun had been acting as an agent for the promotion advertising of Chen Tianqiao's small entrepreneurial website (same.com). In the teahouse of Xiangzhang Garden, Chen Tianqiao, whom he had not seen for several months, told Jiang Nanchun that he no longer worked on that small website and was now working on online games. At 12:30, Chen Tianqiao told Jiang Nanchun that the game reached 110,000 people online at the same time.

“110,000 people are online at the same time, which means that there are at least 700,000 paid users, each user is 35 yuan per month, which is 24.5 million yuan a month.” This number is quite exciting to Jiang Nanchun. Jiang Nanchun recalled, "At that time, I felt that I should learn from Chen Tianqiao and discover industry models that others have not discovered, so that I can make a lot of money!"

On the first day of the Lunar New Year in 2002, Jiang Nanchun came to his usual place alone. Hanyuan Bookstore. After thinking behind closed doors for seven days, Jiang Nanchun came to two conclusions: high-tech means should be used to improve media performance capabilities, and the market should be segmented to accurately deliver advertising information to specific groups.

One day not long after that, an advertisement posted on the elevator door of Xujiahui Pacific Department Store made Jiang Nanchun who was waiting for the elevator suddenly extremely excited - "If it were replaced by a TV, wouldn't it meet the two conclusion requirements? !” In March, he decided to do what no one else had done.

I didn’t expect it to be so big

“The first step is to find someone to design the production machine, which is not available on the market.” Jiang Nanchun pointed to the prototype placed in the conference room. While introducing to reporters, "In March, I told a Taiwanese LCD manufacturer my idea. In July, the first prototype came. When I got it to the office building, the property owner refused to allow it to be installed because 5 cm was too thick. Later, I It was changed to 3 centimeters.”

“The original idea was to install the machine in the best 50 office buildings in Shanghai, and then broadcast advertisements to collect money.” Jiang Nanchun’s three-person team began to work with various properties. Negotiate and sign. Half a month later, Jiang Nanchun's preliminary plan was completed, and 300 LCD TVs worth more than 8,000 yuan were stationed in 50 high-end office buildings.

At the same time, related advertising sales also began.

"I shot a promotional CD and showed it to the client. After a little talk, the insiders knew it was good." Jiang Nanchun, who has been in the advertising industry for 10 years, clearly has a unique advantage. "China Merchants Bank Credit Card, Xuanxuan Several brands such as Nice Wine were among the first to place orders. "2003 has not yet arrived, but Jiang Nanchun already has advertising orders worth more than 2 million yuan in January and February.

After initially enjoying the benefits, Jiang Nanchun began to experiment with expanding more players to more real estate properties, and in March 2003, he went out of Shanghai for the first time and entered Beijing. "Although advertising revenue continued to grow, the investment was still greater. By April 2003, I began to feel financial pressure," Jiang Nanchun, who had already invested more than 10 million yuan, realized that he had accidentally gone too far. In May 2003, Jiang Nanchun simply established Focus Media to focus on this new industry.

Venture capital is right at the door

Among the 10 Chinese companies that have landed in Nasdaq, almost all of them had the experience of looking for investors everywhere like ants on a hot pot in the early days, including the two future ones. The richest man Ding Lei and Chen Tianqiao, Jiang Nanchun are exceptions.

One day in May 2003, Yu Wei, the head of SoftBank, who was in the same building as Focus and right across the street, suddenly visited Jiang Nanchun.

According to Jiang Nanchun, the two parties reached the basic framework of investment in just three hours. Afterwards, Yu Wei said that this might be his fastest investment. The fundamental reason that urged him to make an investment choice so quickly was that he was optimistic about Jiang Nanchun's entrepreneurial passion and his in-depth understanding of the media industry.

Jiang Nanchun only accepted a small part of SoftBank’s planned investment. "At that time, the company had just started. If he invested too much, I would be a part-time job!" In fact, this delayed the opportunity for Focus to unify the world. In April 2003, a company called "Juzhong" launched a similar playback The machine was first sold in buildings in Beijing, and then expanded nationwide with Focus.

In April 2004, Focus, feeling the pressure of competition, introduced a second round of funding of US$12.5 million from six investment institutions including CDH International. Half a year later, in November, three institutions including Goldman Sachs invested US$33 million. With the capital invested in Focus, and the rapid growth of advertising revenue, Focus was able to expand rapidly, maintaining its advantage of occupying 70% of the office market, and at the same time expanded into hypermarkets.

Be the first to go public and prepare for the war

About a year ago, Focus and later Juzhong began to shout the slogan of going to Nasdaq at the same time. This time, Jiang Nanchun did not waste any more time and made a decent debut in the market in July. However, Juzhong, whose operating income last year only reached 1/6 of Focus, had no hope of listing at the moment, so it could only change its slogan, saying that it was not short of money and was not in a hurry to go public.

It is understood that of the US$172 million raised by Focus for the first time, 30% was cashed out by old shareholders, and the remaining 70%, approximately US$120 million, was used for the future development of Focus. According to Jiang Nanchun, US$20 million of it will be used in the expansion of office buildings and hypermarkets respectively, and to enter secondary cities.

“It is necessary to reserve the rest for investment in new industries that no one has done before, or possible acquisitions in the future,” Jiang Nanchun told reporters in his office on July 22. , "Luck cannot always belong to the masses, we must prepare food and prepare for war!" (Reporter Zhang Jianyue)

Biography

Jiang Nanchun, born in 1973, is a native of Shanghai.

Graduated from East China Normal University in 1995 with a bachelor's degree in Chinese language and literature.

From 1994 to 2003, Jiang Nanchun served as the CEO of Yongyi Communication Co., Ltd.

Since May 2003, he has served as Chairman of the Board and Chief Executive Officer of Focus Media.

Quotes from Jiang Nanchun

"Perhaps I should have been a literary young man who wrote poems, but now I have 'transformed' into a petty bourgeoisie who can create business. I think that in the future, the company When I don’t have to do specific work, I concentrate on thinking about creativity. If I have time, I would also like to write literary and social commentary, and preferably a film and television script similar to "Hero" in the future.

”

“Chen Tianqiao has good industrial judgment. He is the kind of person who knows how to make money. "While ordinary people are fighting on a crowded bus to win some space for themselves and feel good about themselves, Chen Tianqiao has already got on the bus that no one is trying to grab and dashes away, leaving you behind." ”

“In the new market, you are the natural big brother. ”

“Business is not equal when it comes to creativity. ”

Reporter’s Notes: The pie hits those who are prepared

On July 14, U.S. time, when Jiang Nanchun became the first invited CEO of a Chinese company, When the Stark stock market excitedly pressed the opening bell, many people must have been dissatisfied: Why is this guy?

The industry developed by Jiang Nanchun is just at the entrance of the office building elevator. Install an LCD TV and get paid for playing ads! The only LCD TV with some "technological elements" is actually produced by others. Many manufacturers can do it for money. However, when Focus Media, which is engaged in LCD TV advertising, came to the market. At that time, Jiang Nanchun, the little-known founder of Focus, was worth 2 billion, surpassing all domestic "tech heroes" except Chen Tianqiao and Ding Lei. Being hit by such a pie really made outsiders feel a little uncomfortable. Convinced. Jiang Nanchun himself repeatedly said, “I didn’t expect it to be so big! ”

However, when we walk into Jiang Nanchun’s advertising career for more than 10 years and understand what he did during these more than 4,000 days and nights, we will understand why we are so affected by the advertisements on the elevator doors. The poster inspired no one else, why was it no one else who hung up the LCD TV at the elevator entrance, why was it no one else who occupied most of the elevators in the building, and who was invited by Nasdaq but Jiang Nanchun?

God will only take care of those who are prepared, and the pie will only hit those who are prepared! (Reporter Zhang Jianyue)

Life experience: from student poet to Normal University celebrity to Mad Men

——The forgetful Jiang Nanchun soon became an active member of the campus poetry circle. In his first year of college, he became the president of the famous "Xia Yu Poetry Club" of the Normal University. This was only the next step for Jiang Nanchun. The beginning of the famous Normal University campus in the past few years.

——In 1994, Jiang Nanchun, a junior student, established Yongyi Advertising Company and became the general manager. By 1998, Yongyi had occupied the position. It has occupied more than 95% of the Shanghai IT field advertising agency market, with a turnover of 60 to 70 million yuan. By 2001, the revenue reached 150 million yuan, and has become famous in the Shanghai advertising industry

US Eastern Time 7. On March 13, Focus Media from Shanghai successfully landed on the Nasdaq market in the United States. On that day, its market value reached 800 million U.S. dollars. Another rich man was born in mainland China—Focus founder, chairman and CEO Jiang Nanchun’s net worth increased to more than 2 billion. RMB. “I am a workaholic and have little consumption needs. For me, the most luxurious thing is not money, but being able to do nothing and bask in the sun every day. "On July 22, Jiang Nanchun, who returned from the United States, "complained" to reporters like this. Many years ago in college, Jiang Nanchun once had such a comfortable life. At that time, he "could spend the whole afternoon paying attention to the girl at the front desk." Returning to the dormitory to "write short poems easily"

Student Poet

Jiang Nanchun, who was born in Shanghai in March 1973, is not as delicate as the Shanghai man, and his burly body is more. Like a northern man. Perhaps Jiang Nanchun's long-term and profound literary influence made his mind mature and stable earlier. At 32 years old, he looks obviously older than his actual age.

People who know Jiang Nanchun. , when introducing him to others, he always likes to start like this: He was a young poet before! The reason why Jiang Nanchun is called a "poet" is mainly because he has two "hardware" in his hands: first, during his college days, He is the president of the well-known "Xia Yu Poetry Society" of East China Normal University; secondly, he has published a collection of poems "Lyric Era".

This makes him easily distinguishable from other wealthy CEOs - although there are many CEOs who are keen to compile their management ideas and life insights into required reading tutorials for employees, but those who can be as "real" as Jiang Nanchun There aren’t many bosses who “play”.

Although Jiang Nanchun insists that he "cannot be called a poet" because he cannot yet "treat the suffering of the world as suffering and be restless day and night", he has deep knowledge of writing skills. Enough self-confidence, "I am a person who doesn't like to run around. In the 6 years of middle school, almost all my spare time was spent reading books, and I often imitated other people's essays to write. My composition level was relatively good, and I won the Some awards." It is understood that the highest award Jiang Nanchun received in high school was the first prize for composition among middle school students in Shanghai. It was these red certificates that allowed him to enter the Chinese Department of East China Normal University without taking the exam in 1991.

When Jiang Nanchun entered the university campus, he clearly became a happy student poet. "I would spend the whole afternoon paying attention to the girl at the table in front of me and write down comments for her solemnly. In the evening, I would usually muster up the courage to go to the school dance hall to have a love affair or I would be easily rejected. No matter what, I would stay there until the dark of the moon. When I was in high school, I would go back to my dormitory alone and write poems easily."

Celebrity in Normal University

The forgetful Jiang Nanchun soon became an active member of the campus poetry circle. In his first year of college, he became the president of the famous "Xia Yu Poetry Club" of the Normal University, and this was just the beginning of Jiang Nanchun becoming famous on the Normal University campus in the next few years. Six months later, Jiang Nanchun began to plan to run for president of the school's student union as president of the poetry club.

According to Jiang’s senior brother Ji Hairong, in the history of Normal University, it was usually junior students who ran for the president of the student union. Jiang was elected a year early and was successfully elected. This was a common practice in Normal University at that time. No small thing. It is understood that Jiang Nanchun's victory was mainly due to his eloquence and adequate preparation in advance. Ji Hairong, as the current president of the student union at the time, presided over the entire election process. According to his recollection, after the preliminary primaries, the last six candidates gave speeches at the student representative meeting. Jiang Nanchun was the only candidate who gave an unscripted speech. Since he was the first to take the stage, this put a lot of pressure on the competitors behind him, and even caused confusion. People familiar with the situation revealed that in addition to reciting his speech in advance, Jiang Nanchun actually prepared an even more extraordinary trick. He arranged for several buddies in advance to act as "sitters" during the question period. In this way, when other contestants When he was asked and was speechless, Jiang talked confidently. It would be strange if he didn't win!

In this way, Jiang Nanchun successfully became the president of the student union. "Because the campaign required communicating with many people, canvassing votes, and eating, I suddenly owed a debt of 160 yuan, which was a huge amount at the time." Jiang Nanchun recalled that not long after taking office, an advertising company affiliated with Shanghai Film Group came to the student union He came to recruit a part-time job, and the salary was 300 yuan a month. He went to apply for the job as he was close to the water. Soon, Jiang Nanchun became the most outstanding person in the school's work-study program. The next year, when he was still in his junior year, he founded Yongyi Advertising company, appointed as general manager.

Advertising Strongman

When Jiang Nanchun went to apply for the 300 yuan position, he planned to work for only one month, pay off the foreign debt, and then continue to live a leisurely and comfortable life in school. If If this is the case, the Chinese advertising industry will be missing a strong man.

“Actually, I just went to promote advertising,” Jiang Nanchun described his first client to reporters, “Huilian Commercial Building, he was probably quite satisfied with what I said, so he gave me 1,500 yuan to raise money. To shoot an advertisement, they wrote the script overnight, and soon they spent hundreds of thousands on advertising and broadcasting."

The success of the first order soon made Jiang Nanchun change his mind about "short-time work". "In December, I started to put down my work in the student union and devote myself to advertising!" 1992 In 2000, Shanghai's economy began to take off rapidly. New commercial buildings were built one after another on Huaihai Road in Shanghai. At that time, new film and television image advertisements were fashionable. These advertising lists almost made Jiang Nanchun, who was in his 20s, "all at once". In 1993, the advertising company where Jiang Nanchun worked had an annual income of 4 million yuan, of which 1.5 million yuan came from Jiang Nanchun's contribution.

In 1994, Jiang Nanchun, a junior college student, established Yongyi Advertising Company and served as general manager. By 1998, Yongyi had occupied more than 95% of Shanghai's IT advertising agency market, with a turnover of 60 to 70 million yuan. By 2001, its revenue had reached 150 million yuan, and it had become famous in Shanghai's advertising industry. In this year, due to the downturn in the Internet economy, the original website brand advertising suddenly disappeared, and the profits of the advertising agency industry also began to decline. Jiang Nanchun began to think about his own transformation. A few months later, he chose outdoor video advertising, and then established Focus Media to focus on this business and unexpectedly achieved great success.

I want to be an idler

It is said that Jiang Nanchun is a strong advertising man, but in fact he is an advertising "madman" - an out-and-out workaholic. On the morning of July 22, when reporters met Jiang Nanchun at Shanghai Mega Trade Building, many Focus employees, including the front desk lady, had not yet gone to work. Late the night before, Jiang had just rushed back to Shanghai from Guangzhou.

“For Lao Jiang, this is a normal schedule,” a Focus employee told reporters. “As long as he is in Shanghai, he will arrive at the company around 9 o’clock and stay until midnight, as early as 11 o’clock. 0, 12 o'clock, and 1 o'clock or 2 o'clock later, and there is basically no concept of weekend rest." Another employee told reporters that Jiang Nanchun could not find any casual clothes in his wardrobe, but only shirts, because for more than 10 years, his life seemed to have been only work. "My only pastime is foot massage. If I could, I would do it almost every day," Jiang Nanchun explained. "This kind of pastime allows me to keep talking on the phone and still feel that it suits me!"

Of course, even someone as crazy as Jiang Nanchun has no intention of continuing this crazy state. "Now I hope that I can work hard, be successful, and receive the attention of many people. This is very happy. However, I hope that one day I can become such a person: doing nothing every day, walking around and basking in the sun. After the age of 45, age group Different, the ideal is different! ”