Cheng Zheng interview Part 3
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Interviewer: How do you see the prospect and trend of your company, China MediaExpress?
Mr. Cheng: I am, of course, very optimistic about our prospect. Those who know our development history will understand where my confidence comes from. When China MediaExpress was founded, I told myself that I would focus on the operation of vehicle TV media in inter-city coaches. I can tell you very proudly that we have made groundbreaking initiatives in China vehicle TV media industry in inter-city coaches. In 2007, China MediaExpress has successively established the operation centers in East China, North China, South China and the Southwest. In this February, we opened the coach network in airport. Within the year we will officially open the vehicle TV network in inter-city coaches in many more regions including Hunan, Hubei and Chongqing. So far, we have an exclusive advertising right in over 20,000 coaches nationwide. With such a development trend and the constant update of Chinese highway mileage, we have every reason to become more optimistic of our future.
Now we put forward the concept of “Efficient Advertising Network” and we have actually done that all the time. Let me first take our advertising network for example. This network is a special one consisting of highways between cities, between an urban and a suburb, and between a city and a county. And our patent equipment can be started with the coaches and play programs automatically. During the journey, a ten-minute ad is inter-cut every 30 minutes. If the coach travels in an average span of three hours on an inter-city highway, the audience will watch the same ad for 4 to 6 times during the journey. What’s more, more than 70% of the passengers are happy to watch these ads, and more than 80% of those surveyed have a memory related to the ads in about three months.
We have helped many clients to amplify their business opportunities through this highly efficient media. I would like to cite some brands which have been advertised on MediaExpress in Fujian. Many enterprises, including Suntime Wine, Guangfa Huafu Secuities, K-Bird, Taifu Food, China Telecom, have advertised in our network for one continuous year, and some even for over three years. The effect of their advertising is apparently satisfying. Otherwise, it could not happen that the old clients would come back to us for more advertising. Some brands, like Huierkang had been quite reputed in Fujian before they came to us for advertising. What counted was that we could provide them with a very economical delivery mode yet with a better effect. Take Taifu Food for instance. It has a great many series of products. If advertised in a traditional media, it would have to spend a lot of physical resources and still be ill-targeted. We proposed to advertise 20 seconds in a double time frame A and B. In addition, we especially recommended to them a title sponsorship for the warm tips in the journey so as to maximize the exposure. This delivery mode is very effective in locking those distributors and franchisers who are on the move and cannot spare time for TV watching at home. But they were able to receive the information of Taifu Food while they were on a business trip. Also with the three-hour travel. Taifu Food would have twelve opportunities to spread its message. Being intensive and highly effective, the advertising enjoyed a high degree of memory. Since it has been advertised, Taifu is very satisfied and has highly recognized our efficient delivery mode. And for a number of counties where the normal promotion can hardly be done, China MediaExpress can reach there and spread the message.
There are many more examples of success and I will not cite them all out. They make us believe that the efficient advertising network can expand farther along with the highways and optimize the a radiation lap of strategic brands which is centered on the Yangtze River Delta, the Pearl River Delta, the Bohai Bay and the Southwest Region. In line with the orientation of present enterprises and the new trend in advertising industry, we will further refine the operation of China MediaExpress. At the same time, we will enlarge our current space. Please wait and see.
Interviewer: The competition is very, very fierce on the market. How could you and your team stand out above others? Is there any secret for your success?
Mr. Cheng: what I can tell you is that we have a very good corporate culture. In our work, we ask each qualified employee to meet seven principles, that is, “valuing the whole, pooling everyone’s wisdom and efforts, recognizing individual, overcoming the differences and seeking common ground, being open-minded and communicative, being active in listening and conducting team operations”. These principles do not prevent us from treating each member with humanistic cares. We have established the Party Branch and the labor union in the enterprise long ago, and we are going to found a loan society. Staff are the partners of our cause. The so-called secret is only one word - Befriending.
Interviewer: If China MediaExpress can keep its momentum, do you have any new plans for the development?
Mr. Cheng: Our new plan is to establish a “BusinessTrip Website” of China MediaExpress and we are trying hard to put it into operation within the year. On this website, people will be able to buy tickets, contact logistics, and book hotels and so on. We are planning to integrate China MediaExpress closely with the “BusinessTrip Website”. It will be like this. We already have an annual passenger audience of more than 1 billion. If 50% of the passengers became our cyber citizens, we would have a monthly click rate of 5 million on the website basically.
Besides, we are also planning to install our patent equipment in big hotels throughout the country, through which an all-around service such as traveling with coaches will become possible. In other words, we are going to provide an integral solution of a tourist coach trip targeted at hotel guests. The only price that these guests will have to pay is that they must watch our ads.
Interviewer: what is the greatest fun in your work? And what experience do you have to improve work efficiency?
Mr. Cheng: The greatest fun at work is to listen to “Buddha sounds”, like the Great Compassion Dharani and Vajra Sutra. These sounds bring me both peace and happiness. A peaceful happiness is exactly what I always go in for in my work.
As to the improvement of work efficiency, I think you will improve your efficiency when you have developed a sound work plan.
Interviewer: what is now most needed in the development of China MediaExpress?
Mr. Cheng: What we are most in need are qualified personnel. I would like to, through your magazine, issue an invitation to the friends in advertising field. I hope those who are interested in this career can join in our enterprise through a variety of means and we can seek a common development together. We also undertake that we will be the right talent scout if you are a qualified candidate indeed.
