In the marketing and media industry, many businesses often search for complex formulas to generate growth. However, according to Jiang Nanchun, founder of Focus Media, business success can sometimes begin with a very simple principle: following the right market trends. Conversely, many failures result from adapting too slowly or moving against the prevailing trend.

Throughout more than two decades of Focus Media’s development, this philosophy has not only helped the company navigate multiple economic cycles, but has also contributed to shaping an entirely new media model: Elevator Media in urban buildings.

From a Simple Idea to a New Media Model

The story of Focus Media began in 2003, when China was entering a period of rapid urbanization.

Observing the continuous growth in the number of buildings and residential communities across Shanghai, Jiang Nanchun identified a unique opportunity: elevators would become a new media environment for reaching urban consumers.

Based on this insight, Focus Media developed an advertising network across elevators and elevator lobbies in office buildings, residential developments, and shopping malls.

The model quickly created a media channel capable of achieving high levels of audience exposure, particularly during moments when consumers temporarily pause and are more receptive to information.

Just two years after its establishment, Focus Media was listed on NASDAQ, becoming one of the Chinese companies that raised the largest amounts of capital in the United States at that time.

Success Through Understanding Market Trends

According to Jiang Nanchun, many businesses fail not because they lack effort, but because they fail to recognize or believe in the trends already taking place.

During Focus Media’s early development, the most significant trend was urbanization.

As cities expanded and high-rise buildings rapidly emerged, people’s daily movement patterns also changed. Elevators became part of the everyday journey of millions of people.

Placing advertising within this environment enabled brands to reach consumers naturally and repeatedly.

It was precisely this ability to identify the trend early that helped Focus Media establish a sustainable competitive advantage in Elevator Media.

Navigating Multiple Economic Cycles

Throughout its development, Focus Media has also faced major challenges, including the global financial crisis, short-selling events involving its stock, and economic volatility following the pandemic.

However, according to Jiang Nanchun, what matters is not exaggerating difficulties, but recognizing the opportunities that emerge during each period of market transformation.

One example came with the rapid development of the mobile internet.

Many people were concerned that smartphones would cause consumers to stop paying attention to advertising inside elevators. In practice, however, many elevators have weak signals or relatively short journey times, making it difficult for users to remain focused on their phones, while advertising displayed in this environment has continued to maintain strong communications effectiveness.

As the Traffic Era Ends, Brand Becomes a Competitive Advantage

Jiang Nanchun believes that today’s economy is entering a new stage in which demographic advantages and internet traffic growth are no longer as powerful as they once were.

In this environment, businesses cannot rely solely on user growth or short-term promotions.

Instead, building the brand in consumers’ minds will become a decisive factor.

When the market contains too many similar products, the brand itself becomes the point of differentiation that influences consumer choice.

This is also why businesses are increasingly investing in Brand Communications, particularly through channels capable of generating broad Network Coverage and high exposure frequency.

Lessons for Businesses in the New Era

Several important lessons for businesses today can be drawn from the story of Focus Media and Jiang Nanchun’s perspective:

• Understanding and closely following market trends is a critical driver of growth.

• Brand Building is a long-term strategy that helps businesses differentiate themselves in highly competitive markets.

• Effectively combining different media channels helps brands maintain their presence in consumers’ minds.

• During difficult economic periods, recognizing opportunities and remaining committed to the right strategy can help businesses navigate downturns and economic cycles.

As the media landscape becomes increasingly diverse, choosing the right channel at the right time not only enables brands to reach customers more effectively, but also contributes to building sustainable Brand Equity over the long term.