Mobile electric Business Marketing, why the future betting on variety shows?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In the popular TV era, the most maddening is probably the family is staring at the TV screen to see the big finale, guess how the good people finally how burnished snow, the villain how to take their own downfall, when suddenly a "holiday this year not receive gifts, gifts received only brain platinum" forceful and resounding came ...

The so-called despaired, than this. This is also the usual way of television commercials in that era, the popular TV dramas inserted (broadcast) is riddled with holes, fragmented, television viewers are complaining.

Later, the big screen began to pop up in people's lives, because in the scene of the movie, the time is limited and the charges are obvious direct, so the audience is demanding a lot, so in addition to the film before the start of the ad ads, advertisers began to eight recount in the film to engage in advertising. This, too, was quickly replicated and applied to TV dramas. A large number of advertising implants, always let people in the view of the drama when helplessly out of the plot, so the audience began to spit slot.

Simple and rough to be sprayed, "painstaking" implantation is also not to be seen. So how exactly does the advertisement have intimate contact with the film and television program?

In the previous article, my view is that good advertising is a "grafting of modern commercial civilization and cultural consumption," a form of art, it and the film and television program itself does not exist inevitable conflict and fragmentation; instead, the existence of advertising can be a commercial boost to film and television programs. In the face of advertising-this love-hate guy, the real problem with TV shows is how to Shong the audience and absorb the commercial nutrients from the ads.

Back to the topic, compared to TV dramas and movies, variety shows in the operation of the placement of advertising space will be much more, such as (title):

and this (title):

Brand logo highlighting, will not have too much Shong sense. And so on Hunan TV's "Up every Day", Zhejiang TV's "China Good voice", and even the host on the stage to play the brand of the game of the band can win the applause of the audience praise.

Reality shows, since 2013 in the domestic hot, because of the large number of the first-person perspective of the presentation and the dramatic extension of the scene, to show participants and sponsorship brand more space for performance.

In July 2014, the premiere of "12-way Feng", which was launched by Nicholas Tse, was a stark example. It can be said that "12-way Feng" is not just a gourmet reality show, is a reality show, advertising, micro-film perfect combination, apart from the strong star lineup (each issue of the updated Nicholas Tse and his star small partner), exquisite food, the entire program's advertising implantation and cohesion are very smooth nature, Exclusive naming business Health Tang product itself and food on a high level of fit, and the brand of Health Hall is being used to show the scene of the transition narration, novel chic smooth smooth.

"Make advertising less like advertising," which is probably the highest level of advertising implantation.

In addition, the role of advertising should be "transformation", in addition to some only to create brand image, pure output values and corporate culture of advertising, most ads are part of marketing, battalion and not sell, obviously can not be counted as good advertising. Early depth implantation, attention radiation, Word-of-mouth diffusion, to the end is to see how much attention can be converted into purchasing power. This is particularly evident in the latest fashion reality show, the new dress of the goddess, which has just been hotly discussed by Oriental TV.

A lot of girls around me began to pay attention to the goddess of the new clothes. This program is composed of "24-hour garment T + auction" and so on, each episode will have six female stars to participate in recording. Each episode will set a theme, such as "Vacation style", "Uniform Temptation" and so on, the actress around the theme of creativity, design, production, and fully planning T show, show and express their works. In the end, who can win the recognition of the buyer and the Fashion Observer Group, the design copyright can be "photographed", and finally put their own fashion concept to the market.

In the whole program link, the most interesting is to join the buyer link. The current four buying hands, is from the cat's clothing brand Lang posture, Evely, ASOBIO,. The "New clothes" that they bid for in each episode will be sold directly to the Star Wardrobe app, the day cat, and the so-called "goddess of the same money".

This kind of star, T Taiwan and buy hands, the public real-time interaction mode, should be regarded as a domestic variety show in fashion and business cooperation in a new attempt. Throughout the program, the Cat and the Star wardrobe became part of the program's content, implanted clearly and naturally. This form, in last year, a TV series "Longmen Biaoju" reflected in the last summer, as the hottest TV series, "Longmen Biaoju" The bright spot is that it put a lot of brand elements in the TV series interspersed, and the audience does not play.

In addition to selling clothing brand owners, "goddess of the new clothes" This case also has a noteworthy innovation, that is the program embedded in the app "star wardrobe." As one of the advertising objects appearing in the announce of the host string, "Wardrobe of the Stars", the female user more than 90%, urban white-collar as the target audience, the main "star" fashion app in the show, called "surgical" precision implantation. This app is also a kind of new type of shopping guide application. Look, in the internet age, these mobile app's promotion way already is not limited to our traditional impression "Channel distribution"!

So why are the brands of electric dealers (from clothing dealers to shopping guides) beginning to go to the TV media? It is impossible to conclude that the so-called excellent implants are not to be reached without hard pockets. I'll try to analyze the input-output ratio of "implanted marketing":

Cat, as a Taishanno of the electric business, variety show this level of input may be irrelevant, but for the "star wardrobe" such a lake rookie, put in a prime time variety show, the cost is not small. The World Hee-hee all for the benefit, the world shoving all for the benefit. When the river Hawker and the young man in the same phase of something, can only explain the great

According to the statistics from the Third party Research Institute, the overall transaction size of China's e-commerce in 2013 amounted to 9.9 trillion yuan, of which the network shopping transaction scale reached 1.85 trillion yuan, the market size of mobile shopping in the online shopping markets is 167.64 billion yuan, the growth is rapid. And the entire net buys the volume to occupy the social consumer goods retail total amount 7.8%, the development space is huge.

At the same time, Eric also based on its statistics predicted: 2014 years after the next few years, the growth of the electricity market will slow down, 2017, the size of the electricity business will reach 21.6 trillion yuan.

Coincidentally, Xie, a leading internet expert, also gave a similar prediction earlier this year:

With the scale of E-commerce enterprises and traditional business enterprises to enter E-commerce, the boundaries between the two increasingly blurred, mutually compatible, E-commerce industry has long enjoyed the institutional advantages will gradually weaken, e-commerce in the past few years, the substitution of traditional business effects will gradually disappear. In the visible future, the growth rate of e-commerce will still be significantly higher than the growth rate of traditional commerce. However, the extraordinary explosive growth will no longer be a beautiful legend in the history of the Internet. In other words, although the electrical business may continue to maintain high growth, but has inevitably entered the Red Sea era, the demographic dividend ceiling, the initial cost and tax advantages have gradually tended to eliminate. So broaden the user access scene, the precision of the audience will become the inevitable choice. Unlike PC Internet, the TV receivers and mobile internet still belong to the green space and hot land which need to be developed deeply.

For example, a young girl turns on television on the night of Saturday to watch the new dress of the goddess, when she found that there was a beautiful dress on the show, she could just open the phone's "star wardrobe", pick it, compare it, order it, and then just wait for the receipt--all at the same time as she watched the show.

The advantage of variety shows is strong brand output, and mobile internet can be real-time and interactive properties vividly reflected. You see, the living room wall hanging and people holding the two screens have let each big Internet, technology companies grabbed badly beaten.

When the TV program's strong arrival and radiation characteristics meet the convenience and adhesion of mobile phone app (mobile internet), the Sky Thunder to move the fire--in "The Goddess's New Clothes" and "the Star wardrobe" This case, the program itself set up the link is, the female star adds the fashion design by the Golden File variety show package to broadcast, Plus the day cat big brand buys the hand the comment and the channel support, coherent. To the Cat brand-oriented buyers group participation is to "see that buy", turning the program's attention and ratings into real spending power, and the addition of app in the fashion vertical field of "wardrobe of the Stars", will enable these consumption forces to interact in real time, digest them without interruption, and truly "WYSIWYG", But also has the social communication function, this also is the mobile electricity merchant's advantage and the charm place.

Or this sentence, the content of variety shows and commercial elements in fact, there is no natural contradictions, good implantation ads can be quietly imperceptibly imperceptible.

The so-called "good wind by virtue of force, send me to the Qingyun", play an improper analogy, this kind of cooperation is like a marriage, if the implants do blunt, that is the door is not wrong, but successful implantation, is like the brand is door-to-door son-in-law, inverted door married TV, two people Shing Dragon.