---
title: "Bosideng, Liangpin Shop, and Chivaso Double Their Double 11 Sales; Feihe Milk Powder's Breakthrough of 10 Billion Yuan Has a Common Teammate Behind It"
description: "Feihe, the top domestic infant formula brand, recently held a strategic cooperation launch event with Focus Media, China's largest elevator media, in Beijing. Since their strategic cooperation in 2017, Focus Media has provided Feihe with more effective communication channels to reach target consumers. Earlier this month, Feihe achieved its 10 billion yuan revenue target ahead of schedule, becoming the first company in China's infant formula history to surpass 10 billion yuan. Feihe's chairman, Leng Youbin, stated that the continued strategic cooperation with Focus Media is mainly due to Focus Media's strong brand ignition power."
author: "乐天"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2018-11-20"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/V5p28ls_c1bldVam5fzuvw"
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# Bosideng, Liangpin Shop, and Chivaso Double Their Double 11 Sales; Feihe Milk Powder's Breakthrough of 10 Billion Yuan Has a Common Teammate Behind It

> Feihe, the top domestic infant formula brand, recently held a strategic cooperation launch event with Focus Media, China's largest elevator media, in Beijing. Since their strategic cooperation in 2017, Focus Media has provided Feihe with more effective communication channels to reach target consumers. Earlier this month, Feihe achieved its 10 billion yuan revenue target ahead of schedule, becoming the first company in China's infant formula history to surpass 10 billion yuan. Feihe's chairman, Leng Youbin, stated that the continued strategic cooperation with Focus Media is mainly due to Focus Media's strong brand ignition power.

Source: Leidi Network
Feihe, the top domestic infant formula brand, recently held a strategic cooperation launch event with Focus Media, China's largest elevator media, in Beijing, themed "Craftsmanship Quality, Igniting the Mainstream."
Since the strategic cooperation in 2017, Focus Media has provided Feihe with more effective communication channels to reach target consumers. Earlier this month, Feihe achieved its 10 billion yuan revenue target ahead of schedule, becoming the first company in China's infant formula history to surpass 10 billion yuan.
Feihe Dairy's chairman, Leng Youbin, said that the continued strategic cooperation with Focus Media is mainly due to Focus Media's strong brand ignition power, which can more accurately convey Feihe's craftsmanship quality to the target audience, making "more suitable" the consumer's choice standard.
Not only Feihe, but this year also brands like Langjiu, Bosideng, Easyhome, Liangpin Shop, and Chivaso have valued Focus Media and reached in-depth cooperation with it.
The logic behind these companies valuing Focus Media is that Focus Media covers the core scenario of elevators, seizing offline traffic entrances with the advantages of "mainstream, must-pass, high-frequency, low-interference." Focus Media is becoming the brand ignition power for traditional enterprises in the new era.
These traditional enterprises can leverage the elevator scenario that 300 million urban mainstream people pass by daily, using the advantages of "mainstream, must-pass, high-frequency, low-interference" to seize offline traffic entrances, integrate into core life trajectories, and attract the attention of mainstream people.
Mainstream people have the characteristics of high education, high income, and high consumption. They value quality, brand, and taste, contributing 70-80% of urban consumption power. They are not only opinion leaders and word-of-mouth groups for brand consumption but also trendsetters in market consumption, which is of strategic significance for brand building.
Xiao Mingchao, CEO of Zhimeng Consulting and marketing expert at Alibaba Entertainment, believes that to make a brand enter the minds of mainstream people, it is necessary to integrate the brand into the living space of mainstream people.
Companies like Feihe, Chivaso, and Easyhome have also benefited greatly from cooperation with Focus Media. During this year's Double 11 event, Focus Media helped these companies better complete their performance.
For example, Chivaso's Double 11 sales exceeded 350 million yuan, a year-on-year increase of 75%, setting records for Tmall's sofa category sales first, mattress category sales first, soft bed category sales first, and home massage chair sales first.
Another example: Easyhome's Double 11 national sales exceeded 12 billion yuan, setting a historical record. Bosideng down jackets' Tmall Double 11 sales exceeded 420 million yuan, up 80% year-on-year, and offline sales exceeded 100 million yuan that day, also setting historical records.
Focus Media is also the core driver for brand ignition of internet companies
In fact, before traditional enterprises increasingly valued Focus Media, Focus Media had long been the core driver for brand ignition of internet companies.
In August this year, Kuaigou Dache officially announced its new brand name. At the same time, Kuaigou Dache exclusively launched a new round of advertising on Focus Media, quickly igniting hundreds of millions of mainstream people through building advertisements.
Chen Xiaohua, founder and chairman of Kuaigou Dache App, showed a report card at the launch event. After the brand renewal, multiple data points of Kuaigou Dache increased: brand keyword searches grew by 260%, daily orders doubled, App downloads ranked in the top three in various app stores, new activations increased by 170%, and advertising coverage reached 187 million people in more than 20 cities.
Focus Media uses its unique must-pass, high-frequency, low-interference communication method, focusing on mainstream consumer groups in more than 100 Chinese cities, igniting Kuaigou Dache's high-frequency, high-efficiency, high-yield brand communication effect, forming clear brand awareness in the mass market.
The two businesses of commercial building elevator TV and community elevator posters account for 90% of Focus Media's elevator media revenue, making it the most recognized platform by national brand clients.
In recent years, well-known advertisements such as "Hungry? Don't call mom, call Ele.me" and "GuaZi Second-Hand Car, no middleman to take the difference" all come from Focus Media's elevator ads, which are earworms.
Another example: Luckin Coffee, which was listed earlier this year, almost all-in on Focus Media for its offline advertising budget, combining with traffic fission to instantly ignite the brand, becoming the fastest-growing unicorn in China in just half a year.
As of mid-October, Luckin Coffee had opened more than 1,400 stores in 21 cities and sold 50 million cups of coffee. A few days ago, it was reported that Luckin Coffee had completed a new round of financing with a pre-investment valuation of $2 billion and a financing amount of $300 million.
Not only Kuaigou Dache, Luckin Coffee, Ele.me, and GuaZi Second-Hand Car, but also many star companies currently listed, such as Xiaomi, Meituan-Dianping, Inke, Liepin, and Tongcheng-Elong, have had the support of Focus Media in their growth.
The characteristic of these companies is that they are all pioneers in different industries, seized the time window, used Focus Media for saturation attacks, gained an advantageous position in consumer minds, and achieved leading market share.
As a result, there is a saying in the investment community: "If you want to know who is a unicorn, look at Focus Media; if you want to know who will become a unicorn, also look at Focus Media."
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