Workshop audio magazine is a media company of Henan Workshop Advertising Culture Communication Co., Ltd., which integrates planning and operation, advertising creativity, design and production, disc recording and distribution. It has obtained the fixed print advertisement registration certificate (DM serial number) issued by the State Administration for Industry and Commerce and has the qualification to distribute workshop audio magazine nationwide. "Workshop" is a registered trademark owned by our company.
Edit this profile of Workshop Audio magazine.
The core product of Workshop Media, Workshop Audio, is the first brand-new audio-visual media for private car owners in China. Workshop can target the high-end people in the city as accurately as possible, and become the only media with accurate audience, high distribution, high content attraction, high advertising spread and high information preservation.
Workshop effectively integrates and utilizes the existing equipment of private cars, making the space-time inside the car a unique information dissemination channel; With the original interactive dual-media form of "CD plus publication" as the carrier, the audience can listen and watch while driving, read with sound guidance, deepen information through reading, and ensure the depth and compound dissemination of information.
Workshop is based on the basic distribution concept of "advertising information must reach individual audience to be effective", a self-built complete database, a stable distribution channel and a "point-to-point" distribution mode, so as to ensure the high accuracy of delivery and arrival to the maximum extent, and make every magazine have a place and every place well documented.
In 2007, the workshop chose Zhengzhou as a model market, and invested heavily to build the media operation mode of the workshop. After four years of operation, Workshop has formed a complete and mature model. "Listen to Workshop in the car and watch Workshop in the car" is becoming the habit of more and more car owners. As an advertising medium, Workshop is being recognized by more and more customers. The special channel of "efficient direct access to car owners" is also being proved by more and more successful marketing cases.
Edit this brief introduction of the founder of "Workshop".
Zhang Wei, the founder of the workshop, is a well-known professional media person in China.
Fifteen years of media experience-
Early newspapers.
1994, when China's marketing started, it founded the first domestic marketing professional media "Sales and Market" magazine, and successively served as editorial director and executive editor;
In 2000, at the beginning of China's entrepreneurial craze, he founded the first domestic entrepreneurial magazine "Marketing Entrepreneurship Edition" (later renamed the independent monthly "Company"), served as editor-in-chief and general manager, and concurrently served as general manager of Shenzhen Borui Entrepreneurship Culture Communication Company.
In 2006, private cars became popular in China, and the first media workshop for private car owners was established.
Three years of business management experience-
He used to be the managing director of Shenzhen Borui Entrepreneurship Culture Communication Co., Ltd., a listed company of Borui Communication;
Executive Deputy General Manager of Henan Fengleyuan Group (Mr. Song, Chairman and General Manager of the Company, Member Chinese People's Political Consultative Conference, Executive Committee of All-China Federation of Industry and Commerce, Vice Chairman of Henan Federation of Industry and Commerce);
General Manager of Henan MasterCard Advertising Company (MasterCard is one of the largest advertising companies in Henan and the largest advertising agency in Dahe Daily).
Edit the introduction of this workshop project.
The rapid popularization of private cars highlights a high-definition and high-end consumer group.
The time and space in the car create an irreplaceable way of accurate information dissemination.
Aiming at the special group of car owners, innovative media forms and effective database distribution are used to create a unique high-end accurate media in China-in-car time is Workshop.
On this basis, we will build a diversified multi-level operation platform with workshops as the core, precise distribution channels as the value growth point and special audience groups as the basis.
The strategic concept of workshop communication is "three steps": to be the most accurate high-end media operator in China; Committed to being the most accurate high-end channel operator in China; Committed to becoming the most accurate high-end group service provider in China.
One end of Workshop is connected with the growing group of car owners, the highest-end consumer groups in the city, and the other end is connected with countless enterprise goods and services aimed at the high-end market. With clear positioning, innovative forms, unique channels and complete models, workshop communication will surely gain huge market space.
Industry background analysis
1. Private cars are "high-end goods" consumed by a few people in China at present and in the future. Private cars not only clearly define a high-end consumer group, but also provide a unique time and space for spreading to this high-value group.
2. Up to now, apart from Workshop, there is no reasonable media that can really and effectively occupy the fully personalized communication channel of Workshop and build a stable information communication bridge between car owners and the middle and high-end goods and services market. DM is ubiquitous in the domestic market, but there is little foresight in audio DM. However, Workshop is the first one in China, which directly targets private car owners and can ensure accurate delivery.
3. The common "deadlock" in domestic media is the one-way and limitation of channels. Traditional media channels are obviously irreversible, and lack the ability to grasp the audience deeply and re-develop. Although many media, especially DM, flaunt database distribution, there are very few media that really have effective databases and can make rational use of them.
4. DM magazines in Europe and America are the third largest media after newspapers and television, and the advertising turnover of DM magazines in the United States accounts for more than 20% of the total advertising. However, domestic DM is only satisfied with the exhibition and display in various places, because it can not achieve the ultimate delivery of DM-personalized delivery, and can not create effective value for customers, and the share of DM in the advertising market is almost negligible. Most media operators lack a deep understanding of the basic laws of media, such as the reversibility of channels, the stability of audiences, and the continuous innovation of forms and contents, and their creative innovation ability is limited. Few DM have clear positioning and clear channels, which can realize the organic interaction among media, audience and market.
5. At present, national policies are sufficient to support the multi-modal new media operation of workshop links. Follow-up research and practice of media policy for ten years, with top experts in management departments as consultants, and "workshops" preset various paths to avoid possible policy risks.
Market value analysis of editing workshop in this section.
1 Since 2006, China has become the second largest new car market in the world after the United States. By the end of 2006, China had more than 30 million private cars for the first time. At present, the number of cars in China is less than 30 per thousand people, which is far from the world average of per thousand people 120. China automobile market has great development potential, especially the consumption of private cars, which will continue to grow at a high speed in the next 20 years.
2. More and more people with cars have formed a unique crowd and a unique core (car). This high-end consumer group is tangible because there are external signs of action. Only by defining this group through reasonable media and "sticking" this group through effective channel operation can this potential high-value group be reflected. It will create huge business opportunities to integrate and utilize this group of people through effective means and superimpose related goods and services on the basis of the integration platform.
3. Market value analysis of workshop media The market value analysis of workshop communication should be understood from two aspects: workshop media and workshop accurate channels.
★ "Workshop" Media Value Cognition-
-High value. Taking the car as the audience standard, compared with the office TV, which is also aimed at high-end people, the accuracy of Workshop has increased by more than five times, and it has the conditions of visual and sound transmission, which can save information to the maximum extent.
-Big market. With the increasing popularity of private cars, the market of workshops is expanding, and its influence is also expanding, which is expected to become the largest interactive multimedia with accurate circulation for high-end people in cities.
-Big space. There are two main directions for the expansion of the workshop: cross-regional horizontal expansion, shortening local distribution and increasing circulation. Finally, we can complete the high-end consumer weekly published simultaneously in dozens of central cities.
★ Accurate channel value cognition of "workshop"-
-Validity database. Different from other outdoor media, the workshop can make the audience relatively stable through conscious recognition, and realize continuous and stable contact and communication with the audience.
-Link multimedia. Through the combination with Internet, mobile Internet and other technologies, the forms of workshop media are diversified, and the workshop distribution channel is gradually expanded into a diversified marketing channel that goes deep into high-end car owners.
-aftermarket. Assembling necessary new resources on the platform built by Workshop Media can successfully replace most or all functions of various automobile service providers such as automobile clubs and used car services, and realize large-scale docking with the automobile aftermarket.
Edit the media status of Workshop in this section.
From the very beginning, Workshop Media established the strategic concept of "pilot model, nationwide promotion, workshop audience as the foundation and workshop magazine as the platform", and completed "the most accurate high-end media operator in China, the most accurate high-end channel operator in China and the most accurate high-end group service provider in China" in three steps.
In April 2007, Workshop was officially launched in Zhengzhou, a model market. Since its establishment, Workshop has been published in a standardized media operation mode and published on time every month. Workshop has become the most influential exclusive media among Zhengzhou car owners.
The channel construction is improving day by day, and a set of private car owner database construction mode is completed. It is becoming more and more mature in exploring the reversibility, continuity and closure of channels.
With the gradual emergence of the tension in the media market in the workplace, the advertising business began to show an obvious upward trend. Leading customers in Zhengzhou industry, such as real estate, communication, automobiles, automobile supplies and hotel catering services, have all become long-term or phased partners of the workshop.
On the basis of investing a lot of money in model construction in the early stage, Workshop has achieved full profit in the model market in 2009.
At this point, the workshop model construction period has been successfully completed. The workshop media, which is gaining momentum, will soon launch workshops in cities across the country by joining the chain. Now there are 65,438+05 franchisees in China, working with local partners to create the first accurate media for car owners.
Edit the added value of this workshop.
1. Be the operator of the local version of Workshop, have your own sophisticated media, and completely change the passive role of working for the media.
The media industry in China is facing a huge industry change. How to keep the local exclusive advantage and get rid of the embarrassing situation of working for others is a problem that every advertiser with dreams must think about.
2. Join a professional media operation team, with the help of mature workshop operation experience, stand on the shoulders of the winners and start a brand-new career that belongs to them completely.
Media is an industry that burns money, and it is also a profession that needs the support of professional operation experience to continue to start a business. Joining the workshop and making use of the successful investment experience of workshop media in the past four years can not only greatly reduce the cost of starting a business, but also rely on the professional support of leading domestic headquarters to ensure low-cost entry and sustainable operation.
3.Workshop provides related policy support such as serial number and approval, and also provides related services such as planning, design and recording of future magazines.
Franchisees only need to be responsible for local operations, and they don't have to think too much about editing and recording magazine content and other highly professional and complicated affairs, so they can become bigger and stronger in the local area quickly. 4. The "three-step" strategic arrangement of Workshop Media provides unlimited development space and possibilities for each partner.
After completing the first idea of "precision media", the workshop has begun to plan and try the operation of "precision channel". In the future, every franchisee can share the channel value other than media advertising.
5. set foot in a career with listing as the ultimate goal in advance and set a capital road for your future.
There are two ultimate dreams of workshop media: one is to completely subvert the definition of a Chinese word in China with the increasing influence of the media, and let people with cars in China understand that time in the car is "workshop"! The second is to build a successful listed company with the successful operation of the cross-media platform that radiates across the country!