Sun Jianjun

Sun Jianjun

Sun Jianjun, director and film producer. He graduated from Nanjing Academy of art in 1976. He was a cellist of the front line opera company of Nanjing Military Region and a teacher of the Music Department of Nanjing Academy of art. In the 1980s, he went to the United States to study. In 1989, he received a master's degree in art from the University of California. In 1991 and 1992, his photography works were selected into the world photography Yearbook twice. In 1994, he returned to China and founded Paige company to engage in private film and television industry. After a joint venture with Taihe Group in 2002, Paige became the president of Paige Taihe Global Cultural Media Investment Co., Ltd. he planned and produced a series of influential cultural programs, such as global film and television, on-site variety show "Yingda talk show", large-scale documentary "record of diplomacy of the Communist Party of China", TV series "temporary family", transnational cultural exchange activities "drinking for China" And so on. In 2011, he directed the film "the painting of Fuchun Mountain Residence" for the first time.

Personal experience

He was born in Nantong, Jiangsu Province in 1957

Graduated from Nanjing Academy of Arts in 1976, he was a cellist of the front line opera company of Nanjing Military Region and a teacher of the Music Department of Nanjing Academy of Arts

He went to the United States to study in the 1980s and obtained a master of Arts degree from the University of California in 1989

In 1991 and 1992, his photography works were selected into the world photography Yearbook twice

In 1994, he returned to China and founded Paige company, which is engaged in private film and television industry

After a joint venture with Taihe Group in 2002, Paige became the president of Paige Taihe Global Cultural Media Investment Co., Ltd

As the first person to eat crabs in China's private film and television industry, sun Jianjun created a lot of firsts: he founded Paige global film and television culture company, which started the Sino foreign cooperation in China's film and television media industry; his "cheers for China" was awarded the first A-level performance license by the Ministry of culture to private culture companies; he was commissioned by the government to undertake in many countries He organized large-scale foreign publicity activities and the opening and closing ceremonies of the year of Chinese culture, and hosted the Award Presentation evening of Huabiao awards for five consecutive years. He took the famous dance "the image of Yunnan" abroad for the first time, and performed thousands of tournaments in five continents with a new international production concept

Characters and deeds

Entrepreneurship

Paigetaihe pioneered the way of private media

For the first time, people who walk into the 15th floor of the office building of Pengrun building will be surprised: the reception chairs in the front hall are concave spheres; the aisle is a space tunnel with blue light; the room is more strange, with meow cat, wagging fish and somersault robot. Ordinary people may not be familiar with sun Jianjun and paigetaihe, but if they mention universal TV, Oriental nights and the history of the Republic, there are many people who know about them. These well-known film and television programs are from sun Jianjun's paigetaihe.

Flying horse

The office of Pengrun building is designed by sun Jianjun himself. "Our boss is an artist." The employees of Parker Taihe like to introduce sun Jianjun in this way. Indeed, different from the general businessman with big arms and round waists, sitting in front of the reporter is a tall, long hair shawl, well-dressed, expressive man who likes to make all kinds of gestures.

"Peggy is the flying horse in Greek mythology. He travels thousands of miles every day, where the horse's hoofs pass, where the spring comes out of the wilderness. After the poet drinks, he is full of passion and literary thoughts! That's what I expect from the company! " Perhaps because of his dual identity as an artist, sun Jianjun always expresses his views with enthusiasm and looks into each other's eyes keenly. He said that the flying horse's take-off history is the epitome of the development of China's private media companies.

After returning to China in 1994, sun Jianjun cooperated with Beijing Film Studio and founded Paige company with a passion for making films. However, at the beginning of its establishment, the company encountered a lot of problems, because there were many restrictions in the national policy at that time, and private capital was not allowed to enter many fields of film, so the film business of Paige could not be carried out. This directly led to the fact that only 2.2 million of the 10 million US dollars originally planned to be introduced were actually in place.

Based on this situation, sun Jianjun had to turn Paige's business direction to TV programs. Universal is the company's first work. "At that time, there were almost no private companies involved in the production of TV programs." Sun Jianjun recalled, "the TV station never thought that an outside company could do TV programs. I remember that after I communicated my idea with Beijing TV station, the leader of the station said that I heard that your company has a lot of money. You can take the money and leave the program alone. I said, "no, we want to do it ourselves."

The first try of singing

The first issue of Universal's demo took two episodes, 90 minutes in one and more than 500000 yuan in two. In 1992 and 1993, it was astronomical to spend more than 500000 yuan on TV programs. When the director of the TV station saw the huge, well-made and informative sample tape, he repeatedly exclaimed that "those who do TV programs like this are just like making movies.".

In this way, "universal TV" was successfully broadcast on TV, and was greatly welcomed by the audience, with the highest ratings of 17% - 19%. As a result, sun Jianjun and his Paige are very popular. Because the audience rating is far ahead, a large number of high-quality advertisers such as HP, Lenovo and Remy Martin have come to ask for cooperation. "At that time, we were so good that we didn't need the help of an advertising company. It was just a retired old lady who answered the phone and hung up when she couldn't answer. If other people's advertisements are discounted, we will increase the price; if other people give a 70% or 80% discount, we will increase the price by 20%. " Remembering the grand occasion of that year, sun Jianjun couldn't help laughing.

Sun Jianjun believes that in a sense, the launch of universal TV should be regarded as a small opening for China's TV production industry for the first time. After that, private media such as ray media entered the market one after another, and Paige also successively produced and released famous TV programs such as entertainment, chunhuaqiushi and Oriental night stories, covering more than 200 TV stations nationwide, with a daily output of 6.5 hours. Meanwhile, in the past five years, Paige has successfully performed "cheer for China" in Hollywood, Kremlin, Millennium palace, Acropolis, Greece and Mandela National Theatre in South Africa, and obtained the first A-level performance license issued by the Ministry of culture to private cultural companies.

The dilemma of platform

In 2001, China's media industry policy was officially opened. In 2002, sun Jianjun completed the buyback of the equity of American investors and became the actual controller of Paige film. In the same year, sun Jianjun took a stake in the assets of Paige film and television, and Taihe Group injected cash to establish Paige Taihe company.

"My energy and base are an inverted triangle. I can produce thousands of hours of TV programs a year and manage more than a billion advertisements, but the space given by the TV station is too small. " Based on this consideration, sun Jianjun decided to cooperate with cetv-1 to build its own platform as a whole. This requires a strong shareholder with financial background and financing ability to enter to help Parker solve the problem of capital source. As a result, as a more powerful financial and real estate company, Taihe became a partner of Paige.

In 2004, the threshold for private capital to enter the media industry was reduced to the lowest. In this year, paigetaihe signed a three-year cooperation agreement with cetv-1 with a total amount of about 200 million yuan. The agreement includes the production of cetv-1 backbone programs, the overall packaging of channels, marketing, the overall arrangement of programs, the formulation of channel advertising policies, and all aspects of channel advertising operation. This has also become the first case of domestic private companies fully participating in the operation of TV channels.

However, sun Jianjun's attempt on this road ended up stranded. At that time, he hoped that this big effort could complete the all-round cooperation between the private companies and the state television station with the permission of the national policy. However, he underestimated the difficulty of integrating a state-owned channel. Due to the unclear constraints of the media industry policy, not only did Peggy Taihe lose 40 million yuan in this investment, but also involved a lot of energy of the company. Half a year later, sun Jianjun stopped rash advance and reduced the original 18 columns to 12.

"This lesson tells us that the market environment is still immature. The main business of our company with TV program production as the core will be restricted by national policies, and we must find other profit growth points."

Diversified marketing

Since then, sun Jianjun has made a new strategy for paigetaihe: to stabilize the main business of program production and develop multi-level marketing. "We have two kinds of business, one is in the sky, the other is underground. TV is in the sky, and ground activities are on the ground. Our strategy is to reduce the dependence on the sky, increase the expansion of the ground, and seek all channels between the sky and the earth, including multimedia platforms such as network, aviation, public transportation, mobile phones and wireless. " Sun Jianjun explains the development direction of paigetaihe in this way.

According to this goal, paigetaihe frequently appeared in various fields of culture and creativity: promoted the famous dancer Yang Liping's "impression of Yunnan" to the global market, and the box office revenue in the United States alone reached more than 10 million; entrusted by Nanning municipal government, he organized and planned a large-scale song and dance Festival "Sister Liu"; produced a popular film "love call transfer", which derived two books and three pieces We have developed a watch in cooperation with patriot.

"The box office revenue of love call forwarding is not high, only about 17 million yuan. But it's cumulative