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The idea of ​​​​merging Focus and Sina is very good. In fact, it is an "online + offline" media model. It is the earliest exploration in the "Internet +" field.

However, there is a problem.

Focus Media’s market share is too high, exceeding 98%.

In the past few years, Focus Media has launched a number of mergers and acquisitions, acquiring all its competitors, and then unified the building advertising market.

Jiang Nanchun even stated in a high-profile manner that Focus has become the second largest media giant in the country after CCTV.

How is this possible?

Therefore, even though Mr. Cao of Sina, together with his senior management team, successfully completed the management buyout of Sina and gained supreme control, the transaction failed due to regulatory restrictions.

The regulatory authorities did not directly say no, but said "wait and see", "we are studying" and "we are dealing with it". If it is delayed for several months, this will delay the matter too much and will seriously affect the strategic coordination of both companies.

I couldn't wait any longer and gave up.

Zhou Buqi is not clear about the reason, but in later generations, Focus will still be Focus, Sina will still be Sina, and the two parties have not merged. This is enough.

The cross-industry collaborative business idea of ​​“Focus + Sina” has not been truly realized.

If you want to advance this model, you still have to rely on the "Internet + Football" model he designed in Europe.

Jiang Nanchun was so confident in himself that he even thought about letting Lao Cao become the CEO after the merger of Focus and Sina, and he would retire to the second line and go home.

"Football is a very good idea."

"That's for sure."

“Are you going to do it at home?”

"Ah?" Zhou Buqi was stunned for a moment, then laughed, "If there's anything good to do in China, it's just the Chinese Super League and the Chinese League One, there's no chance! You can do it if you want, no one will care. The 'Internet + Football' model, The main focus is on European football. Going to the UK to stay for a few days is really a great feeling. There are no boys who don’t play football."

Jiang Nanchun doesn't know much about the combination of the Internet and football, but there is indeed room for manipulation of stadium billboards. The domestic market is very small, and it is still a piece of meat. He said with a smile: "Then I will do some research later and give it a try."

"what about me?"

Zhou Buqi looked speechless.

Jiang Nanchun pretended not to understand, "What?"

Zhou Buqi said: "Damn! I've done you a favor and pointed you in the direction of a stadium billboard. Can you help me too? Send me someone to start the offline billboard business. ah."

"Going to England?"

"Yes, I have become a Ziweixing digital sports media company, headquartered in the UK, mainly focusing on the field of football. Well, Eagle Eye, do you know?"

"Tennis Hawkeye?"

"Yes," Zhou Buqi nodded, "Hawkeye is a British company. I have already contacted them and will buy it when the time comes. Then we will promote it in football games."

Jiang Nanchun also often watches football, but does not understand the application of hawk eye in football matches, "How to do it?"

Zhou Buqi said: "Gateline Hawk Eye! Aren't there often door-line mysteries? If we promote the eagle eye equipment to the door line, there will be no more unsolved door-line cases in the future."

Jiang Nanchun gave a thumbs up, "What a great idea!"

Zhou Buqi said: "So, you have to support me. Ziweixing's 'Internet + Football' business idea will cover all aspects and is a deep combination of emerging technologies and traditional industries. Especially stadium billboards, do you know You know, even the billboards at Manchester United’s home stadium don’t even have enough ads!”

Jiang Nanchun pondered for a moment and sighed, "Yes, this is a huge opportunity!"

Zhou Buqi said: "The football environment in Europe is far from comparable to that in China. You can tell by watching TV stations. There are all kinds of entertainment programs and TV programs on domestic TV stations. People can watch whatever they want. But overseas How expensive are film and television rights? Broadcasting of football matches is more common than TV series. Many low-level leagues can be watched for free, and the number of viewers is also large."

The larger the audience, the greater the traffic and the more recognition from advertisers.

Jiang Nanchun gradually understood his macro-thinking, "So you want to contract all European clubs' stadium advertising business and adopt the Focus model."

"We can go one step further. The key reason why the focus model can be successful in China is that the labor cost is very low. You can hire a sales team of hundreds or thousands of people to go to various companies to attract customers. You can't do this in Europe, so We must rely on the Internet platform.”

"Tell me more specifically?"

"Using Manchester United as an introduction, we should first develop Manchester United and increase the revenue from stadium advertising business. By then, all the major clubs will be jealous. Then we will select giants such as Real Madrid, Barcelona, ​​Juventus, Milan, Liverpool and Arsenal to focus on promotion. And then through these The wealthy teams use the Internet's online advertising platform to connect with all clubs in Europe."

Jiang Nanchun took a deep look at him and said, "From point to line, from line to surface. The pattern is very clear, I think it can be done."

Zhou Buqi smiled and said, "But there is a shortage of people. Foreigners don't understand the concept of focusing on crowds."

Jiang Nanchun said sincerely: "Brother, your plan is exciting. As a brother, I will definitely support you. But Xiao Yang is really bad. He is my right-hand man. And, well, what kind of position can you arrange?"

Zhou Buqi said: "The vice president of Manchester United is mainly responsible for stadium advertising, including dining table advertisements, toilet advertisements and other available resources in the stadium. When Manchester United starts doing business and he has experience and is familiar with the environment, he will go to work at Ziweixing. Focus on the combination of Internet advertising platforms and stadium advertising."

Jiang Nanchun said with a smile: "That may be difficult. Xiao Yang's salary, including performance and stocks, is more than 30 million pounds. Manchester United can't afford an annual salary of 3 million pounds, right?"

Zhou Buqi sighed, "Yes, those wealthy teams only value players and not executives. The salaries of executives are too low. You don't even know that when I took over Manchester United, their CEO's annual salary was only 75 Ten thousand pounds, I have contacted Deloitte to restructure Manchester United's salary structure."

"With such a low salary, you can't recruit any good talents, right?"

"If there are excellent talents, will a giant like Manchester United with a world-class brand be stretched thin in terms of economic benefits? If there is a brand, there will be a market, and there will be a lot of money. I have never seen anything like this in football, where all the giants are struggling. The whole world is shocked, but each one becomes poorer than the other."

Jiang Nanchun breathed a sigh of relief, "There's no need to do it all in one step."

Zhou Buqi nodded, "Anyway, you have to recommend someone to me who can speak English, has studied in the UK, is willing to accept a long-term job abroad, understands the market, understands media, understands management, understands operations, understands the Internet, and understands football. ."

Jiang Nanchun couldn't laugh or cry, "You are so demanding!"

Seeing his expression, Zhou Buqi understood immediately and said in surprise: "Is it really true?"

"My fiancée's brother."

"Depend on!"

"What do you rely on? That kid didn't get here through nepotism. He's smart. If it weren't for you, I wouldn't let him go. He is my marketing director and has a master's degree in Leeds Media. It was his sister who asked him to come back. She was still very reluctant and kept telling me that she wanted to go out and that she couldn’t adapt to life in mainland China.”

Jiang Nanchun's fiancée is from Baodao, and her lifestyle is different from that on the mainland.

Zhou Buqi was unsure, "Really? You couldn't use me as a shield to kill my brother-in-law."

Jiang Nanchun said angrily: "If you weren't so idealistic and pursuing this matter, I wouldn't be too lazy to support you!"

Zhou Buqi laughed, "When will you get married?"

"June."

"That female host from Phoenix?"

"Um."

"I'm so envious."

Jiang Nanchun said with a smile: "Your boss Zhou is young and romantic, and you still envy me?"

Zhou Buqi said seriously: "You can't talk nonsense, um... don't forget to tell me when you get married. I will definitely attend as long as I have time."

…

The focus model is actually not difficult to understand.

There are mainly three teams, two focusing on the market and one focusing on operations.

A marketing team goes to contact office buildings, apartment buildings, hotels and other places to buy elevator advertising resources from them at low prices;

A marketing team is to contact various merchants on a large scale, visit all they can, introduce their company's advertising resources to them, as well as the importance of advertising conversion, and sell advertising space to them.

The operations team is connected, receives resources from the two marketing teams, creates advertisements, and then connects the advertisements with the advertising spaces.

The business is done.

So for Focus Media, the most difficult thing is execution. It's really hard work for salespeople to go from company to company and office building to office. Most people really can't do it.

At least in the developed countries of the United Kingdom and the United States, this kind of job is not popular.

What job can you do without making money?

Why so hard?

This is also the reason why Focus Media can only be born in China, not in developed countries in Europe and the United States. They do not have such a social environment.

Why aren’t Manchester United’s stadiums full of advertising space?

Because there are no salespeople running the market, their working method is to make phone calls. The salesperson sits in the office, checks the official phone number of some companies online, and then calls to sell them.

How can telemarketing be as effective as having a salesperson personally go over and make an on-site introduction?

Another more important point is language.

The salesmen sitting in the Old Trafford office are all locals and can only contact companies in their own country in English. Foreign merchants cannot be contacted at all.

This will inevitably lead to too few advertisers.

Half of Manchester United's stadium advertisements are salespeople bringing in advertisements from foreign companies, and half are businessmen who proactively come to their door. The model is also too monotonous and the contract period is at least one year.

For example, when Hollywood movies are released and promoted, they spend money crazily on marketing and use all available resources for advertising. But they can't use the advertising resources of European football stadiums, because stadium advertising is signed once a year, and Hollywood movies only require half a month or a month, so they can't cooperate.

In addition, the contract price is fixed, and small companies cannot put in advertisements if they cannot pay too much, resulting in a lack of flexibility.

It can be split completely!

For example, if a small company cannot buy advertising space for the entire season, can it be OK to buy it for 3 months? Is it okay to even buy advertising space for just one game? Is it even okay to only buy one-third of the advertising space in a game and let one advertising space play three ads in turn?

As long as it is broken down, refined, and services are in place, with Manchester United's brand value, companies all over the UK will come to Manchester United's stadium billboards to advertise.

But this is too troublesome. Football practitioners are too lazy to do it and don't know how to do it. The more detailed it is, the more complicated the operation will be.

Sandoku didn't even think about it.

This time he came to Focus Media, which was an eye-opener for him.

It turns out that the advertising media business can be played to such extremes!

Open your mind!