Ali's new retail has new moves. How to treat Ali's shareholding in Focus Media? (Ali shares in Focus Media price? )

Ali invested 654.38+0.5 billion yuan, which may be Ali's biggest investment recently.

In my opinion, choosing elevator advertisements is an important node for Ali to expand its offline business.

At present, there are more and more modern residential quarters and high-rise office buildings in China, and the utilization rate of elevators is getting higher and higher. Focus CEO himself said, "The poster advertisement of the elevator is passive and people have to watch it.

It is the new middle class in the city who are exposed to such advertisements the most every day. They are the mainstream consumption power in most cities, and also the important target of Alibaba's new retail.

Taking a stake in Focus is another move of Ali's new retail.

As we all know, Focus Media is the "overlord" of elevators, accounting for more than 70% of the elevator advertising market share. It is Ali's consistent thinking to choose the "overlord" cooperation in the field and do it well.

In fact, as early as the end of 20 16, Ali joined Focus Media to create a "New Year Festival" to meet the purchasing needs of users at the end of the year. It can be said that it is a useful attempt.

Now, Ali has invested 654.38+0.5 billion yuan in Focus. It seems that it is going to do a big job in the new retail field.

In fact, Ali's shareholding in Focus is mutually beneficial to both parties. For Focus, Ali's shareholding provides it with powerful data capabilities and cloud computing capabilities, which can help them establish an accurate advertising distribution system.

What kind of chemical reaction will be produced in the future between online and offline integration and Ali's new retail infrastructure capabilities and a wide range of offline reach networks? Let's wait and see!

In my opinion, Alibaba's strategic shareholding in Focus Media is 654.38+0.5 billion yuan, becoming its second largest shareholder, which is actually a very important signal, which means the opening of a new retail era of advertising. The significance of the two sides holding hands can be seen from the following aspects:

Offline traffic core entrance

Some friends may not know much about Focus Media. Here is a brief introduction. Focus Media not only created the elevator media advertising model, but also became the first China advertising media stock listed overseas in China in 2005. By 20 15, people's market value has exceeded 1000 billion.

At present, Focus Media covers 200 million urban middle classes in more than 300 cities, and the medium-term goal is to cover 5 million terminals in 500 cities and cover new middle classes in 500 million cities every day. This means that Focus Media firmly grasps the core entrance of offline traffic and reaches the main consumer groups in most cities in China.

Seeing this, everyone can understand why the new step of Ali's new retail strategy should start from Focus Media. In the past year, Alibaba's online retail investment exceeded 70 billion yuan. Focus Media plays an important auxiliary role in the layout of new retail under Ali Line.

New marketing is the core of new retail.

Ali has been exploring how to innovate digital marketing under the new retail trend, and put forward the global marketing methodology of UniMarketing last year to help global brands realize digital transformation and complete new marketing.

As the core of new retail, new marketing is doomed to the inevitability of Ali joining hands with Focus Media. After all, it is the most powerful advertising communication platform in China, and Alibaba's big data marketing platform, Ali Mama, also occupies a leading position in the advertising marketing industry. The cooperation between the two is very imaginative.

By then, the strong alliance, Ali's powerful new retail infrastructure and big data analysis capabilities will surely create a brand-new intelligent media network, bringing new experiences and unique values to users and businesses. Just wait and see the new retail show advertised!

Alibaba is not only an internet company and technology company, but also a marketing and advertising company to some extent, mainly providing traffic and marketing services. Ali used to pay attention to online traffic, and now it is reasonable to take a stake in Focus, the largest offline company in China, and may even acquire Focus Media in the future. For Focus Media, Ali's experience in realizing traffic will provide positive help for Focus Media.

Nothing is impossible, only unexpected! That's true. If Tencent uses WeChat to support a mobile Internet ecological application system, it will provide basic information products. Then, what Ali is doing is to build his own integrated mobile Internet service application overall solution and provide one-stop channel services. The role of the two is the same, both want to let the winners take all the food, and do not allow other competitors to have any opportunities for platform breadth and depth.

Focus Media is a large-scale communication channel that survives from the oligopoly. It is especially suitable for traditional enterprises to transform online operations for self-promotion. In other words, it is a good promotion tool for an enterprise to get rid of the control of the third party, operate independently and operate in all directions. In view of this rigid demand and its strong offline entry barriers, it is not difficult to understand that it has been pocketed by giants at no cost.

For the offline market as an important part of new retail, the giants have turned over the primary topic of people, goods and fields and entered the stage of conspiring to control all links and levels. After completing the layout of money payment and logistics distribution, it is natural to intervene in the information dissemination channel of interpersonal channels without mercy.

So, what other communication channels have not been tapped, or what existing physical communication methods can be upgraded to extract the next interesting target of the giant?

We might as well take the trouble to communicate and discuss together.

In particular, you can subscribe regularly and make various intelligent identification recommendations. Will there be no? In a sense, the spring of traditional media is coming again, and various automatic projection systems are indeed being laid out.

In another sensational media transaction, Ali will hold 0.33% shares of Focus Media/KLOC-0 through agreement transfer, indirect transfer and capital increase, and become the second largest shareholder of Focus Media. The total transaction amount reached 654.38+05 billion yuan, which is not the most expensive for Ali with deep pockets, but it has brought more strategic imagination for both parties in the cooperation direction of traffic superposition and big data precision marketing. A friend of Bian Xiao also caught up with the daily limit because he bought Focus not long ago. Let's start with the business model of Focus Media and see the value of this transaction.

Let's start with Focus Media.

In 2003, Jiang Nanchun, a literature major, founded Focus Media, which combined the elevator with traditional advertising elements and created a new model of elevator media, thus entering the blue ocean market and developing like mushrooms after rain. In 2005, it rang the bell of Nasdaq, and then, relying on capital strength, it successively acquired enterprises in the industries such as frame media and mass media. By 20 13, it had undergone a strategic decentralization and refocusing. 20 15, 7-up holdings returned to a-shares, with a market value exceeding160 billion, ranking among the top private enterprises.

Focus Media's revenue compound growth rate in recent three years is 65,438+06.96%, and its business has developed steadily, and it has an absolute leading market share in elevator TV media, elevator poster media, cinema screen advertising and other fields. Look at the data in the table below.

To measure the value of unicorns, look at the business model first.

Unlike start-ups, value evaluation mainly depends on the team. For unicorn enterprises like Focus Media, the core team is naturally tried and tested, forming strong leadership, and the competitive barriers established by enterprises in business models are particularly important for the value evaluation of subsequent growth.

Let's talk about Bian Xiao's understanding of the business model:

Business model is to complete a series of business activities through the combination of resources, and then realize the value orientation of enterprises.

It involves several key points-value orientation, business process, key resources,

Value orientation can reflect the growth potential and uniqueness of business, and business processes and key resources can reflect the competitive advantages and risks of enterprises in business.

Of course, there are mechanisms and culture. In order to avoid too extensive discussion, we will put them on hold for the time being.

Focus on value from the perspective of enterprise value chain

Focus's business covers building media, film and television media and store media. As a starting elevator media, the contribution of building media to revenue is close to 80%. Because of the similarity of the modes, this paper mainly analyzes the architectural media as an example.

Aspect 1: the business process is not complicated, and the value positioning is realized efficiently.

Focus concluded that the unique value of architectural media lies in the mainstream crowd, necessity, high frequency and low interference. Jiang Nanchun believes that advertising is anti-human, and elevator scenes can make people actively pay attention to advertising.

As far as the business process is concerned, Focus first negotiates with the upstream property management company and signs a lease agreement, which is usually exclusive, which also establishes barriers for other entrants. With the advertisers of downstream enterprises, Focus will take advantage of data to participate in the formulation of customer promotion strategies and also carry out advertising design. Finally, we will use a lot of building media resources to help customers put elevator advertisements and reach the target audience.

Aspect 2: the competitive position is almost monopoly and the advantages are obvious.

By focusing on the building media business for more than ten years, Focus Media has an absolute advantage in the industry and built a multi-dimensional competitive barrier.

The number of advertising ladders with absolute advantage forms a traffic advantage.

In the elevator advertising industry, whoever has the most elevator advertising space will have a stronger influence on the upstream and downstream business. Focus Media has built a deep moat at the entrance of the audience by virtue of its quantitative advantages, and its ability to obtain offline traffic is not comparable to that of ordinary advertising companies.

The accumulation of many high-quality customers has formed a brand advantage.

The customers of Focus Cooperation involve thousands of brands in Internet, consumer goods, transportation, communication and other industries, forming a good cooperative relationship, and the brands are widely recognized in the industry.

The advantages of data and technology make advertising more accurate.

The company is good at the application of new technologies, and continues to invest in advanced human-computer interaction, image recognition and other technologies, superimposing the basic big data accumulated by the audience in the advertising process, making Focus more accurate in advertising.

Aspect 3: Risks behind Commercial Spotlight

Competitor's challenge.

Industry leader, still can't underestimate competitors. Trendy will achieve 200 million revenue in 20 17, with the target of 700-800 million yuan in 20 18, which may seize some market segments.

When the contract expires, the rent goes up.

Because the lease contract between Focus and the property company is generally signed in 1-3 years, the rent can be increased, resulting in a decline in the company's profits.

Then imagine the future value of Ali's shareholding.

Get offline traffic.

The acquisition cost of online traffic is getting higher and higher, and the offline traffic portal has gradually become a place for Internet companies to compete. As an offline traffic giant, Focus Media can expand Ali's traffic boundary after its shareholding.

Explore precision marketing.

Jiang Nanchun once said in an interview that although offline media tend to reach audiences more efficiently, Internet companies will still have stronger advantages in big data analysis than traditional media. Ali's big data combined with the traffic of Focus can achieve more accurate delivery for corporate customers and enhance the core competitiveness of both parties.

Welcome to Wechat business. We provide micro-diagnosis service for small and medium-sized enterprises in the growth stage, systematically think and study deeply, and form an independent and objective micro-diagnosis report to help enterprises comprehensively examine themselves, find the root causes and break through the growth bottleneck.

Ali got the resources he wanted and got the shares of Ali, so the "income" of Focus Media will naturally be more or less. For Focus Media, Ali's powerful data capabilities and cloud computing capabilities will definitely help it publish advertisements more accurately and enhance its precision marketing capabilities. It's just "complementary and powerful". "

Ali's new retail can become stronger with the joint efforts of Focus Media. At present, the share of elevator TV is over 90%, and the share of elevator posters is over 70%. For customers, it is meaningless to put elevator advertisements through other channels, so the company has very strong bargaining power, which is also the moat that Focus Media can't shake, which is probably why Ali chose him.

Now advertisers often combine advertising with new retail. The concept of new retail was put forward by Comrade Yun. So from this perspective, Ali's shareholding in Focus can be better combined with new retail.

From the focus point of view, first of all, congratulations to Mr. Jiang for becoming the bag of BAT, second, realizing the old shareholders, and third, adjusting his long-term depressed shares.

From the perspective of the third party, there is still a lot of room in the elevator advertising market headed by Focus, which only accounts for less than 10% of the market, and 90% of the market has yet to be developed. There are many things to do here.

From the perspective of the whole Internet, the online customer acquisition ability has declined, and offline scene advertising has become the focus. Baidu has set up a Baidu screen gathering project to seize the offline screen. Ali, on the other hand, directly buys Focus and directly obtains offline resources. From this perspective, offline screen resources will still have great development in the future.

What other opportunities are there offline, such as screen windows and elevators in the fourth and fifth tier cities? The author thinks there is still a great opportunity, which is worthy of ALLIN.

The mobile Internet has brought great opportunities to Focus, and the value of Focus has been better reflected. It is precisely because the mobile internet allows consumers to obtain any information anytime and anywhere, and the cost of obtaining information is zero, but for brand communication, too many choices are a huge dilemma. In this case, Focus has the experience of Pinduoduo before, and it is reasonable for Ali to choose Focus Media under the protection of his own high-quality platform.

Ali's ideal is simple, so that every screen can be used to buy things!

As the world's largest advertising company and financial group, Ali also holds the world's largest and best-quality shopper behavior database. Recently, Ali has been acting frequently in the advertising circle, which is expected.

From the layout of Ali:

The core of new retail is to completely reshape various trading scenarios. Is Taobao Tmall hungry? Get through the family and mobile shopping scene, RT Mart Box Ma Xiansheng got through the shopping scene in the mall, and then it is naturally the turn of the office shopping scene! Then the advertising+finance model will continue to generate income for Ali in the background.

From the point of view of concern:

Tie Ali's chariot and become the core media in the office scene. Using Ali's shopper database can greatly improve the accuracy and conversion rate of media delivery, and it is also an excellent advertising effect testing and optimization tool. This prospect is exciting.

From the perspective of ordinary people:

In the future, every focus screen will have a facial recognition camera connected to Ali's shopper database. Algorithm AI robot knows that you live in this building and work in a building. When do you go out and go home? Who is your ex-boyfriend/girlfriend? How long do you stay at home? What do you order for takeout? What do you often buy on Taobao Tmall? Do you have children? How many people are there in your family? How old are you? What do you like? They know everything about you, and then the AI robot decides to tell you: It's time to buy yogurt today! Anmuxi has a special price!

Imagine a little more. When the algorithm AI robot finds that you are staring at a cosmetic advertisement for more than 10 second, it will decide what news to push to you on your mobile phone Taobao.

Oh! Oh, my god.

The above content is pure fiction, and I am not responsible for it if it is consistent with the facts!