Recently, a widely shared article by internet personality Diao Ye, titled 'Don't Doubt It, the 'New Consumption' Wave Is Coming!', highlighted three major waves affecting China's new consumption: new media (new forms and efficient promotion), new channels (e-commerce diversification, with shelf-based e-commerce becoming classical), and new brands (eliminating middlemen for extreme cost-performance). In the dividend stage of the new consumption wave, the ability of consumer goods companies to 'seize dividends' in competition is more crucial. In China's super consumer market, any niche segment can give rise to a 'brand' specifically serving that closed channel, but those who truly earn 'brand premium' and become China's FMCG giants are those who capture the core platform for consumer upgrade and shape consumer mindsets. So, who can help a consumer brand rapidly scale up, grow into a big business, and provide decisive support for 'brand value'? Let's look at advertisers' answers. In the first half of 2019, China's advertising market was weak, with an overall decline of 8.8% at rate card prices, and traditional media fell even more sharply by 12.8% year-on-year. However, elevator TV, elevator posters, and cinema video saw positive growth. Among these, Focus Media's advertising investment grew against the trend—the FMCG market grew by 10%, clothing by over 50%, and life services by over 150%. Commercial services for food, drink, and entertainment grew by nearly 200%. Even the automotive industry, which saw double-digit declines, maintained stable investment in Focus Media. In a media environment where information dissemination is increasingly fragmented, traditional industry clients such as Sanquan Foods, Qiaqia Food, Bright Moxilian, DeRUCCI, Snow Beer, and Bosideng have all appeared on Focus screens. As the core entry point for offline traffic, Focus Media's media value and brand ignition function have been further unleashed under the demonstration effect of these traditional industry clients. The core competitiveness of a media platform is only one thing: the ability to shape audience mindsets. All consumer products actually provide two values: the physical value of the product and the psychological value of the product. The real differentiation often lies more in the psychological value. In consumer decisions, mindset plays a decisive role; mindset determines everything. The biggest difference between mindset and traffic is that mindset, like religion, does not require gathering your 'fans' in one place. When consumers want to buy a product in a certain category, the first thing they think of is you. 'Ele.me: Don't call mom when hungry, just call Ele.me,' 'Feihe Milk Powder: More suitable for Chinese babies' constitutions,' 'Ziroom: Worry-free rental,' 'Liepin: Find headhunters on Liepin'... In a fiercely competitive market, latecomers not only need effective product research and differentiated value but also must win the favor of mainstream consumers in their minds. In an era of scarce attention, consumers actively engage with media but also actively avoid ads. How can new brands quickly capture consumer minds? In addition to accurate positioning, precise and saturated advertising is essential. Luckin Coffee's rapid listing on NASDAQ in the U.S. is inseparable from Focus Media's precision marketing. At the beginning of 2018, Luckin Coffee used advertising to attract new customers, leveraging Focus Media to naturally integrate into the daily life trajectories of 300 million urban mainstream people, rapidly expanding existing users through subsidies. In the view of Luckin Coffee CMO Yang Fei, brand is the largest traffic pool, and to form brand awareness, it is necessary to use a powerful medium to convey brand spirit and communicate deeply with mainstream consumers. This is why Luckin Coffee heavily invested in Focus from the start. White-collar workers frequently entering and leaving office buildings will continuously see ads for XPeng Motors, a new force in the automotive industry. With a clear and simple parking scenario, it quickly dominates Focus elevator media. Through the direct functional appeal 'XPeng G3 Black Technology: One-Button Parking with Ease,' it rapidly captures consumer awareness of new energy vehicles, leaving a deep impression. On Focus's elevator media, many brands that were once unfamiliar but are now well-known have been created. These brands' products and services have completely changed our lifestyle today. Every day, Focus's ads subtly influence the eating, clothing, housing, transportation, lifestyle, shopping, and entertainment of urban mainstream people... leading consumption trends. **The Rise of Traditional Chinese Consumer Brands Needs a Medium with the Power to Ignite Mainstream Audiences Most products of traditional Chinese consumer brands target urban mainstream people. They are opinion leaders and word-of-mouth champions, early adopters of new things. Capturing them means capturing the future. In an era of increasingly fragmented user attention, elevators provide the right scenario for advertising. Unlike traditional media, building elevators are urban infrastructure. The most daily life scenario of building elevators represents four words: mainstream people, must-pass, high frequency, low interference. These four words are the core resources for igniting brands today. Thus, Focus Media has created many classic cases of brand ignition. In 2018, Snow Beer's new product Brave the World SuperX was heavily advertised on Focus elevator media, with single-product sales exceeding 1 billion yuan. It ranked 28th in the '2019 China's 500 Most Valuable Brands' with a brand value of 157.035 billion yuan, a year-on-year increase of 13.2%. This brought great confidence to China Resources Snow Breweries' high-end transformation. In 2019, Snow Beer's new product 'Snow MARRSGREEN' again chose Focus Media for saturated advertising. According to JD.com's 618 data, Snow Beer won the championship in the beer brand sales ranking. This successful case earned Snow Beer the 'Most Innovative Marketing Effectiveness Award' at the 2019 Busan International Advertising Festival. Bosideng also faced the challenge of brand transformation and upgrading. To transform from 'a memory of the previous generation' in consumers' minds to a trendy fashion brand, Bosideng chose Focus Media. High-density advertising ignited communication in 60 cities, breaking records in both online and offline sales during Double 11, with a 100% year-on-year increase. Online sales exceeded 560 million yuan that day, and offline new retail exceeded 100 million yuan. In 2018, Bosideng's stock price tripled. The biggest difference between building media and outdoor media compared to newspapers, TV, and the internet is that the former does not rely on content to attract audiences. Their coverage of audiences is simply because those scenarios are must-pass places for audiences. As long as work and life patterns remain unchanged, building media will not lose its audience base, and thus will not lose its advertising value. This is the moat of building media compared to other media, explaining why traditional media has been severely weakened by the internet while building media remains unscathed. **The Value of a Media Platform Has a Pair of Key Indicators: Brand Momentum and Sales Conversion From exposure to marketing information to purchase behavior, consumers generally go through five psychological stages: attention, interest, desire, memory, and action. Brand advertising mainly plays a role in the first four stages, forming the basis for consumer awareness, while performance advertising focuses on the last step—promoting purchase behavior. For products without brand awareness, even if you buy traffic ads, the conversion effect will not be better than products with brand recognition. Once such products stop traffic advertising, sales may decline significantly. But once a brand is accumulated, it has sustainability. Therefore, both brand advertising and performance advertising are necessary for business development. The core value of a brand is not just 'extreme cost-performance + traffic,' but more importantly, shaping the brand's own momentum and using appropriate media for sales conversion. China's leading and innovative digital economy (digital media, digital marketing, digital sales channels, and supporting payment, logistics, customer service systems) provides sufficient advantages for the rise of a new generation of Chinese consumer brands. Miaokeland, Xiaomi Youpin, Xiaozhu Short-term Rental, and Bestore... These Chinese consumer giants have seized media like Focus Media, which has both brand-building capabilities and supporting sales conversion capabilities, achieving the unity of brand and effect. In July 2018, Alibaba and its affiliates strategically invested in Focus Media, committed to exploring innovative digital marketing models under the new retail trend. Through digital upgrading, Focus Media has achieved network pushability, real-time monitoring, insight return, and effect evaluation. It has become a core platform integrated into brands' omni-channel marketing and enhancing brand consumer assets, assisting brands in precise advertising, screen-to-end traffic interaction, and improving sales conversion in the digital era. This year's 618, with the help of Focus Media's elevator media, Miaokeland reported good news: Miaokeland outperformed foreign brands like Anchor and Président, ranking first in the butter and cheese category on JD.com, with sales growing 209% year-on-year. Miaokeland is getting closer to its goal of becoming 'China's No.1 cheese brand.' Since its renaming in 2018, 'Xiaomi Youpin' has hoped to extend 'Xiaomi-style extreme cost-performance' to a broader home life field. Its strategy is a combination of online (Xiaomi ecosystem product entry) and offline (elevator media full media mix) advertising. During this period, 'Xiaomi Youpin' saw significant increases in online popularity and user attention, with app download rankings and sales also rising significantly, even daily orders growing from 7 million to 14 million, doubling. Also, leading traditional Chinese brands like China Salt Soda Water, Langjiu, and Feihe Milk Powder have chosen to advertise on Focus Media. Relying on Focus's extensive offline reach network and digital platform, traditional consumer goods have ultimately achieved significant sales growth. Final Thoughts Covering 230 cities in China, with over 2.6 million terminals, reaching 300 million urban mainstream people daily, and with daily impressions reaching 700 million, such marketing scale and point coverage have established Focus as the core entry point for offline traffic and the value of radiating brand consumption opinion leaders and word-of-mouth audiences. Elevator media is both a scenario, content, and channel. It aligns with the trend of brand communication needs in China's 'new consumption' era and plays an irreplaceable role in leading and igniting consumer upgrades and the rise of traditional consumption. Source: Media 360 (ID: imedia360) Payment of 400-2000 yuan will be made once the tip is adopted.