According to authoritative media sources, there are currently about 2 million screens in the world being operated as media, and about 500,000 of them are in the Chinese market. This unstoppable trend has spread to half of the domestic outdoor media, but not as long as it is on the digital media, can you get a piece of it? It is not difficult for us to see the clues from the survival of the fittest in the increasingly rational outdoor advertising market.
The market has led to competition, and competition has led to success or failure. The media blue ocean field pioneered by the leaders of the outdoor advertising media market is undoubtedly a shocking message to many outdoor advertising operators who are still blind. It’s nothing more than a strategy and action. For example, the outdoor mobile E-car media that the seascape wants to create is an example. The method for decision makers and action teams to successfully create demand, break through competition, avoid risks and open up a unique differentiated operating space should be based on “removing, reducing and increasing Create "four blue ocean strategic moves."
Eliminate competition and compare back to four thousand
On February 18 this year, Xiang Lili took the right to use the first large-scale outdoor LED advertising space in Guangzhou for 6 years with 50 million yuan. This move has aroused widespread concern from the outside world. Although the big screen operators also expect to complete the change from “single operation to multi-point linkage, from one outing to a hundred flowersâ€, but because of the high threshold of LED large screen itself, it limits the wide participation, so this change may be experienced. For a long period of time. Nowadays, the emerging mobile E-car media on the market basically adopts the LED mid-screen. The product price, point rent and operating cost are much lower than the LED big screen, but the visual shock, the media connection power, the operating cost performance are all the slightest. Not inferior to the traditional big screen or even better. The strategy and research team of Shanghai Jingxiang Advertising Communication Co., Ltd. initially eliminated the competitive comparison that may limit development. After careful analysis and comparison between LED large screen and mid-screen market, LED-screen combined with movable elements and tradition was selected. The concept of the game, eliminating unnecessary resource input, and thus avoiding media waste.
Reduce constraints to avoid potential risks
The weakness of the outdoor advertising media market and the unexpected government rectification have led to the rapid exit of many traditional outdoor advertising formats (such as big names, light boxes, wall advertisements, etc.), which has made advertisers and operators unprepared, even though they were initially considered. The risk, but it did not really reduce the constraints of the product or the service itself, so it can only be seen with a slap in the face of the light box being dismantled and the point being banned. However, how does the mobile E-car media that Haijing think about avoiding these risks?
The facts show that Jingxiang does not have the policy and the market control authority, but it can stagger the "dead end" of the market and policy. The reason is that because the E car itself has fewer factors, it can reduce the risk. lowest. It reduces the cost of traditional media installation and disassembly, and once it is fixed, it cannot be moved and cannot be strained. Therefore, the mobile E-car media is different from the completely-distributed media at the beginning of operation, and can be changed at any time according to the policy. The engineering costs involved in the disassembly process, combined with more than 20 appearances and technical patents, make it a new darling of urban planning and construction. There is no need to worry about becoming a target for elimination and remediation.
Increase the difference between services and market blind spots
The trend is the same as the market is the dead hole, LED small screen to follow the focus of the vote is a proof. Still taking the example of the mobile E-car media that the seascape wants, Jing wants to figure out what is the final decision on the customer's choice: whether the point can be freely selected, whether it is convenient and convenient to install, whether the maintenance is simple and economical, and whether the function is diverse. Whether the investment is difficult to bear, whether the income guarantees the bottom line, and whether there is room for development. Although the above is the common measure of the general customer, but not all outdoor advertising forms are above the standard, and even some standards are still blank in the market. Therefore, E-car media has caught the lifeline and changed the above factors into the differentiated service means of winning. In the outdoor media market, the outdoor media can be moved at any time according to the needs. It is suitable for a variety of places (tourist scenic spots, machine-taste docks, stations, extensive greening) With turntables, schools, communities, theaters, business, etc.), it is not limited, and the multi-functional positioning can satisfy customers' media operations, activities (as stage background, movie screening), terminal promotion, and future linkages. The formation of a specific regional media network in the country can create a broader and more accurate advertising effect for customers.
Create customer value and stimulate fan effect
One of the simplest reasons, to be straightforward is that "you make customers profitable, customers will make you profitable" but how to make customers profitable? Let's take a look at the way you think about it. Jing wants to know that the buyer is essentially a buyer chain composed of buyers, users and influencers, and understands how technological means and policy trends change the value orientation of customers, so Jingyi strives to create new operating models. And the communication system, starting from all aspects of the buyer chain, always remember that advertisers ultimately need not advertising, not the media, but the attention of the audience, the effect is the last word, the effect is the foundation of this industry.
Therefore, the renter of the mobile E-car media has become the agent of Jingxiang, and the purchaser has become a partner of Jingxiang. The media network in construction has become a common wealth space, sharing resources with each other, without monopoly but The effect of monopoly has been obtained. As a result of cooperation, it has become a win-win situation for all wins, and the cause of change is the cause of the entire outdoor media market.
The market has led to competition, and competition has led to success or failure. The media blue ocean field pioneered by the leaders of the outdoor advertising media market is undoubtedly a shocking message to many outdoor advertising operators who are still blind. It’s nothing more than a strategy and action. For example, the outdoor mobile E-car media that the seascape wants to create is an example. The method for decision makers and action teams to successfully create demand, break through competition, avoid risks and open up a unique differentiated operating space should be based on “removing, reducing and increasing Create "four blue ocean strategic moves."
Eliminate competition and compare back to four thousand
On February 18 this year, Xiang Lili took the right to use the first large-scale outdoor LED advertising space in Guangzhou for 6 years with 50 million yuan. This move has aroused widespread concern from the outside world. Although the big screen operators also expect to complete the change from “single operation to multi-point linkage, from one outing to a hundred flowersâ€, but because of the high threshold of LED large screen itself, it limits the wide participation, so this change may be experienced. For a long period of time. Nowadays, the emerging mobile E-car media on the market basically adopts the LED mid-screen. The product price, point rent and operating cost are much lower than the LED big screen, but the visual shock, the media connection power, the operating cost performance are all the slightest. Not inferior to the traditional big screen or even better. The strategy and research team of Shanghai Jingxiang Advertising Communication Co., Ltd. initially eliminated the competitive comparison that may limit development. After careful analysis and comparison between LED large screen and mid-screen market, LED-screen combined with movable elements and tradition was selected. The concept of the game, eliminating unnecessary resource input, and thus avoiding media waste.
Reduce constraints to avoid potential risks
The weakness of the outdoor advertising media market and the unexpected government rectification have led to the rapid exit of many traditional outdoor advertising formats (such as big names, light boxes, wall advertisements, etc.), which has made advertisers and operators unprepared, even though they were initially considered. The risk, but it did not really reduce the constraints of the product or the service itself, so it can only be seen with a slap in the face of the light box being dismantled and the point being banned. However, how does the mobile E-car media that Haijing think about avoiding these risks?
The facts show that Jingxiang does not have the policy and the market control authority, but it can stagger the "dead end" of the market and policy. The reason is that because the E car itself has fewer factors, it can reduce the risk. lowest. It reduces the cost of traditional media installation and disassembly, and once it is fixed, it cannot be moved and cannot be strained. Therefore, the mobile E-car media is different from the completely-distributed media at the beginning of operation, and can be changed at any time according to the policy. The engineering costs involved in the disassembly process, combined with more than 20 appearances and technical patents, make it a new darling of urban planning and construction. There is no need to worry about becoming a target for elimination and remediation.
Increase the difference between services and market blind spots
The trend is the same as the market is the dead hole, LED small screen to follow the focus of the vote is a proof. Still taking the example of the mobile E-car media that the seascape wants, Jing wants to figure out what is the final decision on the customer's choice: whether the point can be freely selected, whether it is convenient and convenient to install, whether the maintenance is simple and economical, and whether the function is diverse. Whether the investment is difficult to bear, whether the income guarantees the bottom line, and whether there is room for development. Although the above is the common measure of the general customer, but not all outdoor advertising forms are above the standard, and even some standards are still blank in the market. Therefore, E-car media has caught the lifeline and changed the above factors into the differentiated service means of winning. In the outdoor media market, the outdoor media can be moved at any time according to the needs. It is suitable for a variety of places (tourist scenic spots, machine-taste docks, stations, extensive greening) With turntables, schools, communities, theaters, business, etc.), it is not limited, and the multi-functional positioning can satisfy customers' media operations, activities (as stage background, movie screening), terminal promotion, and future linkages. The formation of a specific regional media network in the country can create a broader and more accurate advertising effect for customers.
Create customer value and stimulate fan effect
One of the simplest reasons, to be straightforward is that "you make customers profitable, customers will make you profitable" but how to make customers profitable? Let's take a look at the way you think about it. Jing wants to know that the buyer is essentially a buyer chain composed of buyers, users and influencers, and understands how technological means and policy trends change the value orientation of customers, so Jingyi strives to create new operating models. And the communication system, starting from all aspects of the buyer chain, always remember that advertisers ultimately need not advertising, not the media, but the attention of the audience, the effect is the last word, the effect is the foundation of this industry.
Therefore, the renter of the mobile E-car media has become the agent of Jingxiang, and the purchaser has become a partner of Jingxiang. The media network in construction has become a common wealth space, sharing resources with each other, without monopoly but The effect of monopoly has been obtained. As a result of cooperation, it has become a win-win situation for all wins, and the cause of change is the cause of the entire outdoor media market.
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