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Xinchao Media

Marketing · Dongcheng District, China · Founded 2007

Xinchao Media operates as a technology-driven media company, primarily focusing on China's out-of-home advertising market. Founded in Chengdu in 2007 by Zhang Jixue, Pang Shengdong, and Shu Yi, the company identified a significant opportunity in community-based digital advertising. Zhang Jixue, a media industry veteran with over two decades of experience, has been the driving force behind the company's strategic direction. His journey began with founding a lifestyle magazine in 2004 and subsequently launching Xinchao Media to transition from traditional print to digital media, capitalizing on the rise of community technology. The company's core business involves providing media advertising services through a network of digital screens installed in residential building elevators. This model targets China's vast middle-class consumer base in a captive environment. Revenue is generated by selling advertising space on these screens to a diverse clientele from sectors like e-commerce, consumer goods, finance, and automotive. Xinchao's media matrix includes not only in-elevator smart screens but also external LCD screens and traditional posters, offering a comprehensive suite of advertising solutions to meet various promotional needs. By focusing on residential communities, Xinchao carved a niche for itself, differentiating from competitors who primarily targeted commercial buildings. Xinchao Media's growth has been fueled by substantial venture capital funding, raising a total of $761 million over three rounds, with notable investors including Baidu and JD.com. These strategic partnerships have been pivotal, with Baidu leveraging its data capabilities to enhance ad targeting and JD.com aiming to bolster its offline marketing reach. The company achieved unicorn status, with its valuation surpassing $2 billion. By 2019, Xinchao had expanded its network to 700,000 elevator screens across more than 100 cities, reaching an estimated 200 million people daily. In a significant market consolidation move, it was announced in April 2025 that Focus Media would acquire Xinchao Media for approximately $1.1 billion, with Zhang Jixue slated to become vice president and chief growth officer of the merged entity. Keywords: elevator advertising, community media, out-of-home advertising, digital screens, China media, AdTech, Zhang Jixue, Pang Shengdong, Shu Yi, Focus Media acquisition, residential advertising, middle-class consumers, offline marketing, Baidu investment, JD.com investment, digital advertising platform, Chengdu startup, media technology, OOH advertising, community marketing