In the evening of September 6^th in last year, the The Forum of BestXClub lasting for two days was concluded successfully, this summit forum was closed satisfactorily. In those two days, thirty-six managements coming from international 4A companies, new media companies, traditional media magnates and risk investment companies delivered excellent speeches in this forum.

After the meeting, I received many short messages sent by many guest speakers at that day, giving high evaluations for both our convention execution and participating guests. These messages, like “This is the best forum I have ever participated!”, “You’ve done a better job in all aspects of forum than ADTECH!”, “Wish you will still invite me in the next year!”, “I could not believe that all such honorable guests could come, you really have a good reputation!”, “Whether the title of speech, execution in the site or the cooperation for public relations is very good!”, are the biggest encouragement given to our team.

Many people ask me, what is your purpose in making the The Forum of BestXClub? And what do you aim to do by creating such a platform? Actually, at the time of creating this forum together with my team, we set an organizing tenet of “perfecting and developing the advertising value for China new media!” As it is well known that, although China now is already an economic giant, it is not a media giant yet. By making a comprehensive survey to the whole world, we could find that, all economic giants will naturally have its own powerful media industry at first, such as, American Time Warner Inc., Viacom; Vivendi Universal in France; Bertelsmann in Germany; News Corporation in Australia (moved to America in the later), all these enterprises are listed in Global Top 500, but China does not have such an enterprise. It is naturally that powerful media industry is able to drive local powerful advertising industry. Most advertising giants all over the world have a relation with media giants. I wrote an article “When could a China advertising company enter Global Top 50?” in the last year, it is because that, in the current Global Biggest 50 advertising companies, there is no company from China. Moreover, to just become the 50th one in the current list, the company shall achieve an annual advertising revenue of RMB 700,000,000 (this revenue refers to the net income of the advertising company, not including any income from the third party of media). So we predict that it is hard for China to have such a company in five years, for which the major reason is that China advertising industry is developed under the boosting by the corporations with foreign capital. In 1986, the establishment of the first joint venture DY&R by joint investing with international 4A advertising company really awoke our advertising industry that had been stagnated for several years. With the development in these 20 more years, whether it is WPP, OMNICOM, IPG, PUBLICIS or Dentsu, all such corporations with foreign capital have now entered China, and have been developing relevant businesses successfully in China. Although our present advertising industry develops quickly driven by the advanced technology and system of foreign corporations, moreover our talents also grow gradually after benefiting from the cultivation by foreign corporations in these ten more years, we shall not be satisfied with these systems learned from foreign corporations, as though we now have already implement standardization gradually, and our advertising companies include strategy department, innovation department, customer department, media department, investigation & survey department, which more positions are subdivided as per company size in each department, so whether the systems taught by these international advertising companies could help us to try hard to catch up? In 1986, the establishment of joint venture invested together with international 4A company has an epoch-making historical significance. But, we shall not forget that, in 1984, namely more than one hundred and twenty years ago before this epoch-making significant moment for China, J. Walter Thompson was founded in America, the other shore of the ocean. In my opinion, its founding significance not only represent s that a powerful team in American 4A company was born, but also defines the sales criteria and rules for American newspaper media in future; at that time, when there is still no television, newspaper media shall be just like a new media at present. It is just because that J. Walter Thompson makes normative criteria for newspaper sales, so it becomes powerful, and keeps famous in advertising industry for more than one hundred years; while what benefits therefrom is not only this advertising company, but also the prosperous American advertising industry and media industry, to allow them to enter every country after establishing relevant standards.

I believe in the rules of traditional media, whether it is television, broadcast or newspaper. It is very hard for us to overreach the professional systems of international media giants and advertising companies, as after all they lead us with their more than one hundred years’ experience, so it is hard for us to realize exceeding just depending upon our development for only twenty years. But, whether the coming of new media age will give us such an opportunity?
Due to my work, I also often have opportunities to go to these worldwide regions with developed advertising industry for some communications and visits, and we find that China is now the country and region with the quickest and up-to-date new media development as well as the best environment all over the world. Moreover, we also have an unconventionally quick response to new media market; blog website will appear very quickly in China as soon as it develops in the foreign countries. For the present fashionable SNS community dating, we also have a batch in a period short that a year, only several years is needed from founding a video sharing youtube website to being purchased, there is now already a big batch in China. Even some of our media are founded late, but we are already the leader, for example, QQ in IM system and its origin ICQ, and the domestic on-line game has already exceeded its master Korea. Even for our outdoor new media, I believe that its operation experience in outdoor building media is leading the world. Does it seem that this is an age that we could output our management system to the whole world in future? Does it seem like more than one hundred years ago, when J. Walter Thompson defines its criteria and then input it into every nook and corner of the whole world? Our domestic advertising industry shall be associated closely with new media industry, as in the cultivation of these new media industries at the beginning of organizing, they need some empirical help from traditional advertising industry in growth, to help them perfect the income mode of advertising, and perfect the value return for advertisers. However, advertising companies also need to learn advanced technology from new media, as well as the behaviors and habits of consumers in new media age.
So, we are dealing with this forum with bearing the sense of mission in heart. It is unessential that whether China could realizing leading the world in new media and advertising industry with our forum, but we hope that we could spread this voice to every nock and corner in the industry via our media. We will carry with this sense of mission, to manage this forum better and better, and achieve more improvements and affirmations than before in each term. I also hope that we could gain more support from both guest speakers and participants, to make common efforts to realize this target early.