On November 15, Feihe Milk Powder and Focus Media held a strategic cooperation conference, where Feihe Chairman Leng Youbin announced the early completion of the annual revenue target of 10 billion yuan, making it the first Chinese infant formula company to break the 10 billion yuan mark. (From left: Xiao Mingchao, Jiang Nanchun, Leng Youbin) After 56 years of deep cultivation in the infant formula field, Feihe has successfully made a comeback, allowing more Chinese babies to enjoy formula suited to their needs, and giving domestic milk powder brands a sense of pride, changing the pattern where foreign brands dominated. With the rise of Feihe, its brand promoter Focus Media has also been pushed into the spotlight. Since Feihe began strategic cooperation with Focus Media in 2016, the results have been remarkable. After breaking the 10 billion yuan mark earlier this month, Feihe Dairy Chairman Leng Youbin expressed even greater confidence in the cooperation with Focus Media, stating, "Over the years, Focus Media has spared no effort in supporting the development of the Feihe brand, and its powerful ignition capability has made an important contribution to Feihe breaking the 10 billion yuan mark." Founded in 1962, Feihe has focused on only one thing for 56 years: producing milk powder more suitable for Chinese babies' constitutions. In 2001, Feihe began laying out a full industry chain model on the world's golden milk source belt at 47 degrees north latitude. After years of development, it established the first complete full industry chain in China's infant formula industry and formed the famous "2-hour ecological circle," which has become an important guarantee for Feihe to create "milk powder more suitable for Chinese babies' constitutions." Feihe's craftsmanship quality has been unanimously recognized by international industry experts, winning the "World Food Quality Evaluation Conference Gold Award," known as the "Nobel Prize" of the food industry, four consecutive times from 2015 to 2018. In order to more accurately convey the good milk powder "more suitable for Chinese babies' constitutions" to more mainstream Chinese consumers, Feihe launched strategic cooperation with Focus Media in 2017, with large-scale advertising helping Feihe's Xingfeifan milk powder achieve 200% growth in sales in mainstream cities, with annual sales exceeding 7.9 billion yuan, making it the number one domestic milk powder brand. In 2018, Feihe focused on precise target groups, continuously increasing its investment in Focus Media's mainstream cities, conveying Feihe's more suitable craftsmanship quality, and making "more suitable for Chinese babies' constitutions" the choice standard for more and more consumers. Jiang Nanchun, Chairman of Focus Media, believes, "Feihe's remarkable achievements in the past few years are first based on its persistent adherence to craftsmanship quality over 56 years; second, it seized the time window of consumption upgrading, saturated attack, firmly implanted 'more suitable for Chinese babies' constitutions' into consumers' minds, giving consumers a reason to choose Feihe, and ultimately igniting the mainstream population. This is the core element of Feihe's market leadership!" As the world's largest elevator media group, Focus Media widely covers the daily necessary spaces of mainstream people, reaching 300 million people and 700 million person-times daily. It forms mandatory viewing in the closed elevator spaces that consumers pass through daily, and achieves extremely high advertising attention during the boring time of riding. In the era of fragmented communication, Focus Media's elevator media advantages of "mainstream, necessary, high frequency, low interference" have become prominent, becoming a scarce resource in brand communication and the best entry point to ignite the mainstream population. More and more brands regard Focus Media as the core channel for communicating with and igniting the mainstream population, such as Alibaba, JD.com, Didi, Meituan, Xiaomi, Langjiu, Bosideng, Cheers Sofa, Easyhome, P&G, Unilever, General Motors, and dozens of other leading brands that invest hundreds of millions of yuan annually in Focus Media. Taking Cheers Sofa as an example, during Double 11, strong investment in Focus Media led to a 75% year-on-year increase, creating four product sales firsts. Bosideng's Double 11 investment in Focus Media set a record of 700 million yuan in one day. Easyhome's strategic cooperation with Focus Media led to sales exceeding 12 billion yuan on Double 11. At the Feihe and Focus Media strategic conference, Jiang Nanchun pointed out: In the next few years, Focus Media will cover 500 cities, 5 million terminals, and 500 million urban mainstream people, promoting the transformation of Chinese manufacturing to Chinese brands, igniting the mainstream population, and leading consumption upgrading. -END-