---
title: "XinChao Media Zeng Jian: Forge Brands with Mindshare to Lead the New Order of the Future"
description: "Brands are the core of reaching consumers. Only when a brand makes consumers remember and like it can true reach be achieved. In today's fiercely competitive stock era, how to build a brand has become a required course for all enterprises. On March 17, 2025, at the main forum of the 10th China FMCG Innovation Conference held by New Distribution, Zeng Jian, co-founder and general manager of the operation center of XinChao Media Group, delivered a sharing session titled \"Forge Brands with Mindshare to Lead the New Order of the Future.\" XinChao Media is the platform with the largest number of community media in China and the largest number of community smart screens."
author: "曾健"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-03-28"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/xinchao-media-zeng-jian-forge-brands-with-mindshare-to-lead-the-new-orde-645423a8/"
markdown: "https://xinjignxiao.com/en/articles/xinchao-media-zeng-jian-forge-brands-with-mindshare-to-lead-the-new-orde-645423a8.md"
original_source: "https://mp.weixin.qq.com/s/Ylu9X69SPPUCNEm1jMweiQ"
translation: "https://xinjignxiao.com/zh/articles/%E6%96%B0%E6%BD%AE%E4%BC%A0%E5%AA%92%E6%9B%BE%E5%81%A5-%E7%94%A8%E5%BF%83%E6%99%BA%E9%93%B8%E9%80%A0%E5%93%81%E7%89%8C-%E4%B8%BB%E5%AF%BC%E6%9C%AA%E6%9D%A5%E6%96%B0%E7%A7%A9%E5%BA%8F-645423a8.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/xinchao-media-zeng-jian-forge-brands-with-mindshare-to-lead-the-new-orde-645423a8/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# XinChao Media Zeng Jian: Forge Brands with Mindshare to Lead the New Order of the Future

> Brands are the core of reaching consumers. Only when a brand makes consumers remember and like it can true reach be achieved. In today's fiercely competitive stock era, how to build a brand has become a required course for all enterprises. On March 17, 2025, at the main forum of the 10th China FMCG Innovation Conference held by New Distribution, Zeng Jian, co-founder and general manager of the operation center of XinChao Media Group, delivered a sharing session titled "Forge Brands with Mindshare to Lead the New Order of the Future." XinChao Media is the platform with the largest number of community media in China and the largest number of community smart screens.

Brands are the core of reaching consumers. Only when a brand makes consumers remember and like it can true reach be achieved. In today's fiercely competitive stock era, how to build a brand has become a required course for all enterprises.
On March 17, 2025, at the main forum of the 10th China FMCG Innovation Conference held by New Distribution, Zeng Jian, co-founder and general manager of the operation center of XinChao Media Group, delivered a sharing session titled "Forge Brands with Mindshare to Lead the New Order of the Future." XinChao Media is the platform with the largest number of community media in China and the largest number of community smart screens.
Zeng Jian pointed out that as the traffic dividend gradually fades, the FMCG industry has entered an era of deep marketing "involution." Traffic costs are high, fragmentation is severe, and conversion effects are difficult to sustain. What truly drives enterprise growth is the power of the brand, using brand compounding to widen the competitive gap and leverage "specified purchase," thereby seizing consumers' priority choice in the future. This resonated with and sparked heated discussion among more than 2,000 FMCG brand owners, distributors, and retail industry service providers at the scene.
New Distribution specially reports the essence of his speech for the benefit of readers.
In the stock era, small and medium-sized enterprises are being eliminated at an accelerated pace, industry profits are continuously compressed, and leading brands are gradually gaining advantages. In addition, consumers' attention to affordable substitutes is also rising, leading to intensified competition. But those that can truly cross the cycle are still those enterprises with brands. Only by forming a strong brand can one resist market fluctuations and achieve the leap from "selling products" to "recognizing brand value."
Research shows that well-known brands have 15 times the search volume of average brands, and average brands have a 20% higher discount frequency than well-known brands. It can be seen that strong brands can generate higher premiums, and brands are the true moat of enterprises.
Survey data shows that 75% of consumers already have a clear brand awareness set before shopping. Only when a brand successfully enters this awareness set can it further achieve purchase conversion.
Therefore, the top 40% of enterprises in the industry can survive, the top 20% can thrive, and the top 3 can grow at high speed and live very well. In the FMCG industry, this is also the common logic.
Brand building requires the accumulation of time, just like the repeated playback of advertisements. A 15-second advertisement repeated continuously ultimately forms a communication effect. The power of a brand is not achieved overnight, but through long-term efforts and continuous investment, gradually establishing awareness and trust in consumers' minds.
Today, the 4P marketing theory has been upgraded under the push of technology. Whether it is product, price, place, or promotion, changes are taking place, and new opportunities are emerging:
Product: Rapid product iteration driven by digitalization, seeking hit products through deeper market insights. The application of AI technology helps enterprises more accurately find consumer needs.
Price: Breaking upward relies on brand and quality, while competing downward requires low cost and scale effects.
Place: The trend of equalization in offline channels is obvious, and community media has become an important entry point for private domain traffic.
Promotion: Brand traffic and IP linkage are indispensable, and the communication of big single products is key to driving enterprise growth.
Brand building requires the compounding effect of time. Big single products drive company growth. By focusing on the marketing of big single products each year, time compounding can achieve brand success. **By focusing on the marketing of big single products and persisting for a long time, brand assets are gradually formed. This method is simple, but it is the cornerstone for the long-term development of enterprises.**
The essence of transactions is traffic monetization, and marketing is finding low-cost traffic. Both brand and channel are sources of traffic for enterprises. Brand traffic is one's own, while channel traffic is rented. **Brand is the largest free traffic pool for enterprises and also the moat of traffic. Enterprises with high brand penetration have higher traffic conversion rates and higher brand premiums.**
Online and offline brands, traffic and private domain are the concentric circles of successful enterprises. Enterprises must not only do well in private domain, but also do well in online traffic and channels, while also increasing offline brand communication and traditional channel construction. Only in this way can they cover the broadest consumer groups and reach brand consensus.
A brand is like a luxury item. 99% of enterprises can only survive at the traffic and channel level and cannot break through upward to the brand level.
E-commerce-friendly enterprises are more likely to achieve sustained growth through brand building, while non-e-commerce-friendly enterprises are prone to falling into a vicious cycle of price wars. In the stock era, enterprises need to practice internal skills, including improving product strength, segmenting scenarios, optimizing organizational capabilities, while maintaining continuous brand exposure.
At present, the biggest problem is oversupply, but there are few high-quality entrepreneurs and few high-quality startups, and homogeneous competition is severe.
Successful enterprises often have the ability to "take root downward." For example, Nongfu Spring. Zhong Shanshan once said that Nongfu Spring is an enterprise with roots downward. Supply chain, products, channels, 6 million terminals, product supply chain barriers, logistics system—these are its downward roots. Then, by cultivating an excellent marketing team and optimizing product supply chain and channels, it has created this industry-leading brand. To this day, "nature's porter" has been deeply engraved in consumers' minds.
70% of the products of famous brands are often purchased by consumers by name, and their life cycles are longer. However, the biggest anxiety of many internet enterprises is that product life cycles are too short, forcing them to continuously develop new products, falling into a cycle of competition and unable to precipitate true brand value.
So how can we precipitate? Well-known brands are one of our ways out. Enterprises with brands must have high traffic usage efficiency. Enterprises without brands can only continuously spend money to intercept through algorithms. Interception is tactics, while brand is strategy.
At present, many Chinese enterprises have not yet established a systematic brand management system, and the accumulation of brand assets is the core driving force for enterprise development. From awareness at the point of consumption to recognition and purchase, gradually forming brand assets requires long-term investment and precise analysis. Research shows that **brand assets are positively correlated with enterprise sales; the higher the brand assets, the higher the sales usually are.**
**Taking the liquor industry as an example, Moutai's brand awareness is as high as 75%, followed by Wuliangye. In the "mixed war zone" are Luzhou Laojiao, Fenjiu, etc. What are brand assets? Enterprises with high brand assets but low sales usually have problems in channel and sales strategies; enterprises with high sales but low brand assets find it difficult to obtain long-term premium capabilities and are prone to falling into price wars. Without brand support, in the long run, there is no brand premium, no product moat, and they will definitely be rolled over by others.**
Today, elevator media has become the first media to detonate brands, and smart screens are the first in elevator media. Especially elevator smart screens have the advantages of "high coverage, high exposure, and high reach," becoming the main battlefield for brand advertising. So, what are the methods for placing elevator smart screen ads?
**First, analyze the enterprise's business model: whether it is a three-kilometer business model, a same-city business model, or a national business model.** For example, restaurants and barber shops can make money as long as they can become "the most beautiful kid in three kilometers." You only need to make the store sign brighter and run a wave of elevator ads within three kilometers to become a three-kilometer brand; same-city business models include hospitals and schools. Enterprises need to focus on the city where they are located, intensively place elevator smart screens, and become the best brand in the regional market; for the national business model, it is not necessary to advertise nationwide. The key is to look at which cities the enterprise's main markets are in. By holding the basic market, you can achieve a national big brand worth tens of billions.
**Second, find the "liberated area," first fight for grain, then fight the war.** The "liberated area" is the market where the enterprise has competitive advantages; the "mixed war zone" is the market where both oneself and competitors are fiercely competing; the "enemy-occupied area" is the market that the enterprise has not yet entered and where competitors have advantages. When placing ads, first stabilize the advantageous area, be steady, and penetrate step by step, from the "liberated area" to the "mixed war zone," and finally enter the "enemy-occupied area," making ad placement rhythmic and methodical to achieve the goal of reducing costs and increasing efficiency.
In addition, the contradiction between online traffic growth and offline channel dispersion has made O2O platforms the key for brands to seize the "last mile" touchpoint. Whether enterprises can seize high-growth channels determines whether they can lead in competition.
Hsu Fu Chi, through cooperation with Sam's Club, promoted "New Year candy" to more than 270 cities nationwide, becoming a standard for family New Year goods. This is a successful case of seizing touchpoints. Similarly, P&G has achieved continuous hits across multiple brands and product lines through deep channel operations.
In summary, elevator smart advertising is not just an advertising space, but also a super entrance for brands to establish long-term relationships with users. Every exposure is a key step in consumer decision-making, helping enterprises achieve the accumulation of brand assets and the improvement of premium capabilities.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671