BlueFocus, one of China’s leading marketing and communications groups, has achieved a major milestone in its growth trajectory with a record-breaking revenue of RMB 60.797 billion for 2024, marking a 15.55% year-on-year increase. This achievement not only places BlueFocus as a trailblazer in the marketing industry but also establishes it as the first marketing company in China to surpass the RMB 60 billion milestone.

In its 2024 Annual Report, CEO Fei Pan shared a heartfelt letter to investors, reflecting on the company’s transformative journey, its commitment to AI innovation, and the forward-looking strategy that will propel BlueFocus to even greater heights.

A Momentous Milestone: 15 Years of Public Listing and 30 Years of Legacy

This year marks BlueFocus's 15th anniversary since its public listing and the 30th anniversary of its founding. From humble beginnings, BlueFocus has grown to become one of the top ten global marketing and communications groups. The company’s rise to prominence is a testament to the unwavering support, trust, and collaboration of its shareholders, clients, partners, and employees.

In his letter, Fei Pan extended his deepest gratitude to all who have contributed to the company's success: "BlueFocus would not be what it is today without you." This growth is a result of both steady perseverance and an ability to adapt to the ever-changing landscape of the global market.

The Future of Marketing: BlueFocus’s AI-Powered Transformation

As China’s marketing industry continues to grow, now valued at over RMB 1 trillion, and with the global outbound market expanding to similar proportions, Fei Pan emphasized the need for BlueFocus to embrace a historic transformation, one driven by Artificial Intelligence (AI).

In the face of rapid advancements in AI and shifting industry dynamics, the company recognizes that complacency is a dangerous path. Instead, Fei Pan stresses that the key to BlueFocus's future growth lies in innovation. He explains, “The underlying logic that sustains our long-term growth is innovation, which is the drive to build a better, stronger, and more resilient BlueFocus.”

But what does this transformation look like for BlueFocus?

An AI-Powered Marketing Technology Company

BlueFocus is embarking on a journey to reimagine itself as an AI-powered Marketing Technology Company. This strategic shift involves moving beyond the traditional marketing models that have defined the industry for decades. BlueFocus aims to combine cutting-edge AI technologies with its existing marketing expertise to revolutionize how brands connect with consumers.

The goal is not just to become a leader in China but to establish BlueFocus as a global player in the marketing technology space, thriving on the world stage while staying rooted in China’s rich history and culture.

Strategic Vision: The Road to RMB 100 Billion

Fei Pan outlined the company's ambitious goal of growing into an enterprise with a RMB 100 billion scale, driven by the integration of AI and technology into the company’s DNA.

This transformation is not merely a vision—it is a deliberate and actionable pursuit, one that will fundamentally reshape the marketing and communications industry. Fei Pan confidently stated, “If we succeed, it will have profound meaning for our industry, our clients, our shareholders, and our colleagues.”

However, he also acknowledged the risks involved, saying that AI represents both the greatest opportunity and greatest risk BlueFocus has ever faced. AI will either dismantle the company’s traditional model or redefine it into something entirely new. In this era of uncertainty, Fei Pan believes that embracing AI will allow BlueFocus to seize new opportunities and transform challenges into advantages.

Addressing Current Industry Concerns: Operational Health and Global Strategy

In the Annual Report, Fei Pan addressed three crucial questions raised by investors and stakeholders:

1. How substantial is the value behind BlueFocus's "All in AI" strategy?

Fei Pan discussed the far-reaching implications of BlueFocus’s AI-driven strategy, which includes harnessing AI to optimize marketing processes, personalize customer experiences, and create innovative solutions for clients. He firmly believes that this strategy will provide a competitive edge, positioning BlueFocus as a leader in AI-powered marketing.

2. How is BlueFocus adapting to growing geopolitical and trade tensions?

Given the increasing complexity of global trade relations, particularly with the ongoing geopolitical tensions, BlueFocus has put systems in place to adapt its global outbound business. Fei Pan emphasized that diversification and strategic alliances are crucial to mitigating potential risks and ensuring the company can continue expanding in international markets.

3. What is BlueFocus's overall operational health, and what potential risks does the company foresee?

BlueFocus has maintained a robust operational framework, ensuring financial health, stability, and strong cash flow. However, Fei Pan noted that like any forward-thinking company, BlueFocus acknowledges the risks inherent in such rapid technological evolution and global expansion. These risks include technological adaptation, market fluctuations, and regulatory changes that could impact operations.

A Bold Vision for the Future

As Fei Pan concluded in his letter, the AI revolution is both an opportunity and a challenge for BlueFocus. The company’s success will depend on its ability to leverage AI to redefine the marketing landscape, not just in China, but globally. BlueFocus’s journey from a local company to one of the top global marketing groups is a testament to its adaptability and commitment to innovation.

The company’s transformation into an AI-powered Marketing Technology Company will shape the future of the marketing industry, and BlueFocus is poised to lead the charge. By embracing AI and remaining true to its roots, BlueFocus is setting itself up for sustained growth and leadership in an increasingly competitive world.