During this critical period of orderly resuming work and production and promoting economic development, it remains a top priority for enterprises to seize post-epidemic growth opportunities, guard against 'price wars', and enhance the international competitiveness of Chinese brands. On February 23, Focus Media, the world's largest elevator and cinema media group, together with Junzhi Strategic Consulting, a benchmark in Chinese strategic consulting, jointly released the 'Billion-Brand Building Plan' via an online press conference. -01- Focus Media and Junzhi Join Hands to Support the 'Billion-Brand Building Plan' The collaboration between Focus Media and Junzhi is not accidental. Since 2016, they have explored a brand-building path of 'correct strategic guidance + igniting mainstream consumers', helping brands such as Feihe and Bosideng break through the billion-yuan mark and lead the market. The 'Billion-Brand Building Plan' combines the strengths of both parties: on one hand, it integrates Junzhi's unique strategic knowledge, the practical advantages of its expert team, and its experience in helping five enterprises surpass the billion-yuan mark in five years, to provide correct strategic guidance for more enterprises; on the other hand, it leverages Focus Media's unique value of 'igniting mainstream consumers' through elevator media, along with its resources and capital advantages, to ultimately help selected enterprises stand out and become billion-yuan brands. At the press conference, Jiang Nanchun, Founder and Chairman of Focus Media, and Xie Weishan, Chairman of Junzhi Strategic Consulting, provided a detailed interpretation of the 'Billion-Brand Building Plan'. According to the introduction, the plan aims to provide systematic support through 'resources + knowledge + capital' to help 100 companies with current revenues exceeding 1 billion yuan become billion-yuan brands within 5-10 years. Selected enterprises must meet five criteria: focus on their own industry with craftsmanship in products and services; have differentiated innovation within their industry; help solve unresolved social problems and meet unmet consumer needs; have significant market space and potential in their industry; and possess entrepreneurial spirit with ambition to become industry leaders. It is reported that enterprises selected for the 'Billion-Brand Building Plan' can also enjoy 'strategic consultation' services. Junzhi Strategic Consulting will organize expert teams to conduct professional research and online customer surveys for applicant enterprises, using one-on-one online dialogues to diagnose current key issues and provide recommendations for future strategic priorities. This helps enterprises focus resources, turn disadvantages into advantages, discover and seize opportunities, and become leaders in the next trend during this uncertain period. Focus Media will provide comprehensive resource support, including tailor-made brand ignition plans targeting 310 million urban mainstream consumers; a full range of media mix strategies from apartment buildings to office buildings, cinemas, and retail outlets; preferential allocation of premium resources, including priority for peak-season resources and support with off-peak surplus resources; full support from professional teams, such as precise advertising services with data feedback to Tmall Data Bank for brand-effect synergy; traffic sharing and exchange among clients; and opening up its invested live-streaming and social distribution resources, building private domain traffic, and leveraging terminal resources. -02- After the Epidemic, Brand Power Becomes the Enterprise's Greatest Immunity At the press conference, Jiang Nanchun stated that although the epidemic has brought temporary difficulties, the scale of the Chinese market will not change. Enterprise development will accelerate polarization, and brand and market concentration will continue to increase. In the future, how Chinese enterprises will navigate, how they will move from homogenization to differentiation, from price wars to value wars, from traffic wars to branding, and how they will innovate products, build brands, break through, and create a new round of growth miracles for the Chinese economy, will become the focus of discussion. It is against this backdrop that Focus Media and Junzhi have joined hands to launch the 'Billion-Brand Building Plan'. Jiang Nanchun believes that the primary challenge in 2020 is not just the sudden outbreak of pneumonia, but that brand is the enterprise's immunity, and digital capability is its competitiveness. In 2019, the demographic dividend and traffic dividend had already ended, and the era of stock competition has arrived. Most enterprises are cutting both volume and price, and price wars and traffic wars have led to thinning profits or even large-scale losses, becoming an epidemic in the business world. Only when a brand is deeply rooted in people's hearts can it generate continuous free traffic; brand power can improve traffic conversion rates, and brand momentum can bring product premium capabilities. Digital capability determines an enterprise's competitiveness and its ability to respond to black swan events. Xie Weishan also emphasized that the 'Billion-Brand Building Plan' is urgent. 'This epidemic has made many enterprises suddenly realize their fragility. Although everyone likes peaceful times, the reality is that the river flows fiercely. Because price wars spread across industries like a century-old commercial plague.' He believes that the billion-yuan mark is the threshold for becoming an industry leader and a key to building a moat for enterprises. Once an enterprise reaches the billion-yuan level, it will naturally attract high-quality resources, giving Chinese enterprises more initiative, voice, and pricing power on the world stage. In the business world, when many brands face major crises, brand power becomes their protective clothing against risks and for rapid recovery. Therefore, after market demand rebounds, the Matthew effect will become more pronounced. Brands that survive this elimination will see industry concentration increase. The epidemic has shown that brands can even determine life or death at critical moments. Only by strengthening brand building can enterprises lead themselves to victory from adversity. -03- The Dual Engine of Brand Power: Correct Strategic Guidance + Igniting Mainstream Consumers Xie Weishan believes that brand influence is built on the core differentiated value conveyed by the brand. Under correct strategic guidance, focusing on communicating brand differentiation can catalyze communication effects and also help brands 'categorize' themselves in consumer cognition. In the 'Billion-Brand Building Plan' jointly launched by Focus Media and Junzhi Strategic Consulting, the first season of the course 'Strategic Talk: The Business Wisdom of Sun Tzu's Art of War' will begin on February 24, with updates every Monday, Wednesday, and Friday at 8 PM. 'Junzhi is willing to share this proven combination of Chinese and Western methods with more Chinese entrepreneurs to help them build billion-yuan brands, thereby making better use of social resources such as capital and talent, and better safeguarding customers' long-term interests, making consumers happier when purchasing,' said Xie Weishan. At the same time, urban mainstream consumers contribute 70-80% of urban consumption power and are opinion leaders and trendsetters for brand consumption. To help brands win the choice of mainstream consumers, Focus Media continuously upgrades its resources. It currently covers more than 230 cities with over 2.6 million terminals, achieving high-frequency forced reach in the elevator spaces that 300 million urban mainstream consumers pass through daily, ensuring that core brand information is accurately and efficiently delivered to target audiences. With the advent of the second half of mobile internet, Focus Media's elevator media, as an offline medium, has also undergone tremendous changes. Focus Media's smart screens have achieved 'thousand-building, thousand-face' advertising based on big data analysis of each building, rather than city-wide broadcasting. At the press conference, Jiang Nanchun introduced: 'Due to the integration with Alibaba's backend, Focus Media has achieved data feedback. Every advertisement on Focus Media is not just a placement but also flows back to Tmall Data Bank, accumulating the client's brand digital assets—something other offline media do not have.' 'In addition, Focus Media has evolved from the earliest card-based playback to cloud-based online push. During this epidemic, when many communities were closed, Focus Media ensured normal screen operation through cloud advertising push. Meanwhile, in 2019, Focus Media connected the vast majority of screens to the Internet of Things, allowing remote online monitoring of screen playback status.'