On April 28, Focus Media released its 2021 annual report and 2022 first quarter report.

The report shows that in 2021, Focus will achieve an operating income of 14.836 billion yuan and a net profit attributable to shareholders of the listed company of 6.063 billion yuan.

In the first quarter of 2022, affected by the epidemic and other factors, Focus's operating income was 2.939 billion yuan, down 18.19% year-on-year, and realized a net profit attributable to shareholders of listed companies of 929 million yuan, down 32.12% year-on-year.

　Stable performance in 2021

　　In 2021, although the epidemic situation is still repeated in some areas, with the stabilization of the macro economy and the gradual recovery of consumer confidence, the overall advertising industry will show a recovery trend year-on-year.

According to the "2021 China Advertising Market Review" released by CTR Media Intelligence, the overall Chinese advertising market in 2021 will increase by 11.2% year-on-year.

　　Based on this, Focus Media's elevator media business will perform well in 2021.

The report shows that, from the perspective of the structure of advertisers, the demand for advertisement placement in various sub-sectors, leisure and entertainment, and business and services under the consumer goods category has recovered and steadily increased. The competition in new consumer goods is fierce, and there is a demand for continuous exposure. ; Among them, the release of demand from top brands is the most obvious.

　　The report also shows that in the first quarter of 2022, especially since March, due to the impact of the epidemic in various places, the advertising market demand was weak. At the same time, the epidemic also restricted the normal release of advertisements in some cities of the company, which caused the company's operating performance in the first quarter to be higher than the previous year. declined over the same period.

　　Focus's theater business was negatively affected by the reduction in the number of films released, the decline in box office attendance, and the closure of theaters due to the epidemic. Revenue in the first quarter of 2022 fell by 16.85% year-on-year.

Shao Xuanhao, vice president of Focus Crystal Vision, said: "From 2021 to now, the theater business has been in a state of loss except for the Spring Festival. In view of the frequent uncertainty of the epidemic and the reality of the current film market, we are thinking about the cooperation model with theaters. From the fixed cost model of lease operation to the floating cost model of linked box office visits.”

　　More companies will choose to invest their advertising budgets on head media.

In the medium and long term, the trend of upgrading and branding of China's consumer market has not changed, the strong market potential needs to be continuously released, and the advertising industry still has a lot of room for development.

　Actively respond to the impact of the epidemic

　　In the face of the impact of the epidemic, Jiang Nanchun, chairman of Focus Media, said: "There are certain uncertainties in the external market and macro environment, especially the repeated epidemics have had some impact on economic activity, which have brought a negative impact on our operations. Challenges are coming. But at the same time, we also believe that after years of hard work, the company's current diversified customer structure, high-quality media resources and rich product lines will support the sustainable and steady development of the company's overall business."

　　Focus will, within a certain period of time, develop a series of special support programs, actively focus on helping customers and tide over difficulties together.

Jiang Nanchun said: "The epidemic will eventually pass. During this extraordinary period, we will do our best to care for and help customers, deeply understand their anxiety and difficulties, and help them solve their problems substantively. Focus will pass special support programs. , reduce the cost of customers, improve the breadth and efficiency of their customer acquisition, and help them recover from the impact of the epidemic as soon as possible. We and customers are interdependent and become their true business partners, which is also the real value of Focus’s existence.”

　　At the same time, as a leading company in the elevator media industry, Focus Media has also actively participated in public welfare publicity for epidemic prevention and control, giving full play to the role of elevator media as a communication position and the social responsibility of leading companies.

Since the beginning of this year, Focus has published nearly one million elevator TVs and smart screens in nearly 70 cities across the country including Shanghai, Shenzhen and other nearly 70 cities across the country.

　Anchor long-term value growth

　　In the long run, with the continuous improvement of the epidemic situation, more business operations will usher in positive, and Focus Media's long-term stable audience attention value and brand detonation ability will be further released.

　　According to the Sullivan Research Report, Focus Media is the largest office media group in China and the largest community media group in China.

In recent years, under the background of the disappearance of traffic dividends, Focus Elevator Media has achieved high-frequency, low-interference and effective access to the media value of "covering 400 million urban mainstream people daily and achieving high-frequency, low-interference and effective access in the core living space that urban mainstream people must pass through". Widely favored by customers.

　　Kantar's "2021 Chinese Urban Residents' Advertising Attention Research" shows that advertisements from elevator media, social media and short video platforms can better enable consumers to remember brands, and elevator media comes out on top with a per capita advertising memory of 3.29.

　　In 2021, traditional big brands such as Procter & Gamble, Unilever, Yum, Mengniu, Yili, and Junlebao will continue to strengthen their cooperation with Focus. It successfully broke the circle in Focus, and the expansion path from traffic to brand has become a benchmark.

In the first quarter of 2022, despite the shrinking market demand due to the impact of the epidemic, a number of brand cases such as a1 food, Ying's complementary food, and Taishan puree were still emerging.

　　Jiang Nanchun said: "In the future, Focus will strive to promote more industry brands, replace homogeneity with differentiation, replace price war with value war, and replace traffic-driven with brand-driven, so as to achieve brand detonation and continuous sales breakthroughs. At the same time, We will also continue to devote ourselves to the practice of corporate social responsibility, and continue to advance in the fields of rural education, medical care for orphans and poor children, cutting-edge science, public welfare publicity and other fields that have been established to create more social value."