CCTV advertisement bidding: Food and beverage collective carnival

This reporter Zhao Cho from Beijing 8th 8 o'clock in the evening 8 minutes, Beijing, the Central Asian Center, the annual CCTV AD tender will officially open the curtain.　　17 years ago, Tan Xisong, the woman in charge of CCTV's advertising and information department, set up a flagpole in the center of the Central China Television, and took out the Gold advertisement section of CCTV, and bid in the whole country, and the tender time is scheduled for November 8 each year, homophonic "to send". The tycoons, who are active in the forefront of China's economy, have not failed to live up to this good hope, fighting several battles, once led to the collapse of the smart ballot box, 8th 8 o'clock in the evening 8 minutes, 2011 CCTV Gold Resources advertising tender will be announced: 12.6687 billion, a new 17-year high, 1.702 billion increase than 2010.　　The contest is also seen as a barometer of the economy for the next year and a bellwether for the Chinese market. Dairy Dark Dou wine industry fierce Mengniu is still the big winner of the feast, around 2 o'clock in the afternoon, after more than 30 rounds of battle, Mong Nuri pressure old enemy Nice,　　Funded 230.5 million won the first half of CCTV TV drama special theater naming rights, the first half of the special theater naming right has always been the CCTV bidding in the single most expensive, last year Mengniu is by virtue of this one and 310 million yuan Total won the bid for the king. 230.5 million yuan price than last year's 203.9 million yuan and high nearly 30 million yuan, but also to create the price of this new record, but Mengniu Dairy Co., Vice president Chihuanhua told The Times weekly Reporter: "This price is entirely within our plan, and you calculate, although the total high, But the price ratio is also the highest.　　Zhaoyuan also said that Mengniu is very optimistic about the future development of China's dairy industry and the situation. In addition to Mengniu, Yili, bright and other domestic dairy giants, the Hong Kong-listed New Zealand dairy enterprise Fonterra Natural Dairy, the first time in the CCTV tender debut that is 80 million yuan to take away the two prime-time advertising, but its products have not landed in the Chinese market. The foreign milk company said that at the end of 2010, its products will enter mainland China, the main high-end market, the resources of the bid will be used for next year's product listing publicity.　　The company also plans to build 3,000 stores in 24 provinces in two years. Dairy experts Wang Dingmian told the Times weekly reporter, the world's top 20 dairy brands have all entered the Chinese market.　　And foreign milk enterprises actively in the CCTV bid, not only shows the foreign milk industry to fully enter China's ambitions, but also to the Chinese dairy market next year to bring pressure. In a 12-hour bid, food and beverage, home appliances, financial insurance and other industries leading enterprises take turns, and the most intense competition to several wine industry, Maotai, Wuliangye, Yanjing, Qingdao, Snowflakes, Luzhou, Jin Licensing, Lang Wine, Kukikong and other wine brands have landed on CCTV. In the last round of the Dark Mark before, that is, not including focus after the interview and the news broadcast prompted to watch the bidding, CCTV bidding before three are wine: Jin wine, Wuliangye and Luzhou old cellar, the total reached 1.16 billion yuan, three companiesIndustry has accounted for 11.5% of the total bid. First Hubei liquor enterprise liquor "Hao throw" 440.81 million yuan, won the "on-site bidding" link bidding enterprise first; In the news broadcast the timekeeping unit bids, Wu Liang Ye pressed Maotai, To the total price of 405 million yuan to win 6 time slots, become runner-up, the first direct participation in the CCTV gold resources advertising bidding Luzhou old cellar, also Hao throw 320.51 million yuan to become tan Hua. Plus lang wine to 193.99 million yuan next year after the three-quarter CCTV hour news, the wine industry total bid amounted to 1.9 billion yuan, more than 20% of the total.　　Lang Liquor company also said that next year in the CCTV's total investment cost of 400 million yuan. Fang-Zhi-chi, general manager of the Liquor Division, China FMCG Research Center, senior researcher Wang Jian told the Times weekly reporter, liquor industry Such a generous advertising investment, but also the last resort. Wang Jian said that, unlike the beer industry, the liquor industry is still in the warlord stage, the 2010 domestic liquor prices have risen again, the industry growth peak.　　and 2011 liquor industry will usher in the adjustment of integration year, in order not to be a strong brand partition market, Luzhou old Cellar, Jin licensing, Lang Wine, Kukikong, cut cellar, Hengshui old, West Chicken and other second-line brands must strengthen the CCTV advertising investment, hoping to expand the market to the country.　　And Wu Liang Ye, Maotai and other front-line brands in the face of the second-line brand and local strong brand pressure, but also to be careful to fight, "a few ad wars, next year, China's liquor industry slowdown, and integration will be accelerated, liquor industry will enter an unprecedented white-hot stage," Wang Jian said. The beauty of the 600 million Yuan Huang evening, the bidding climax, the United States to more than 600 million yuan sky-high Huang, become the overall bid for CCTV this year (divided into network bidding and on-site bidding) king.　　According to the U.S. Electrical appliances released three quarterly display, the first three quarters, the United States to achieve operating income of electrical appliances 57.16 billion yuan, net profit of 2.719 billion yuan. At the same time, the theme for the "New World, the future" of the United States refrigeration products channel Carnival held in Guangzhou Panyu Silom Hotel, after the United States Group chairman He Jian has said that as of October this year, the United States to achieve sales revenue has been achieved 100 billion yuan,　　The U.S. group is expected to achieve sales revenue of 110 billion yuan throughout 2010. CIC Consultant Culture industry researcher Zailing told The Times weekly reporter, the importance of the CCTV gold advertising resources is self-evident, through the bid must raise the price of advertising, cleaning has been elected for three consecutive years "King", the old standard Wang Mengniu and Yili also smashed heavily on the CCTV platform, now Yili in CCTV played the brand effect still exist,　　Mengniu also moved to high-quality satellite TV platform, but not only the competitors did not reduce the increase, competitive bidding is not lost in previous years. Zailing said that the United States in the October 24 end of the CCTV advertising resources online bidding link to overcome cleanliness, but also foreshadowed in the CCTV gold resources advertising in the potential of the heart. This year, the top three of the industry is food and beverage, household appliances and financial insurance, of which 2011Annual growth of home appliances industry nearly 30%, the United States, Haier, gree, small swans, nine yang, and so on are attending.　　This year the United States won the "King" title, if the U.S. market share rose more than expected next year, Haier, Gree and other competitors will also march to CCTV.　　He Haiming, deputy director of CCTV Advertising Operations center, also said that China's household electrical appliances market continues to expand and upgrade, for many years adhere to the brand of household electrical appliances enterprises into the harvest, 2010 home appliances business performance are a record high, a new round of five-year planning appliances industry brand Road more solid wide. In addition to the traditional home appliances industry, domestic construction machinery product manufacturers Zoomlion also large bets CCTV ads, Zoomlion marketing director Dai Gang told The Times weekly reporter, this year is zoomlion for the first time to participate in the CCTV gold advertising resources bidding, to 51.07 million yuan to win the focus of 15 seconds after the interview tips two units. This is to tie in with the company's future high-speed development strategy. Zoomlion in the domestic construction machinery industry is a leading enterprise, but outside the industry's influence is not enough, construction machinery is a B to B industry, but China as a large population of high-speed growth market, but also has some B to c industry characteristics.　　Through the CCTV platform advertising, Zoomlion's market competitiveness will be further enhanced. "We think that at least the next two years, China's construction machinery industry market growth will be gratifying, 2011 years zoomlion Concrete machinery, engineering cranes and other major sub industries will maintain more than 50% of the growth rate."　　The price of 51.07 million yuan is within the company's expectation, "Dai Gang said. Bidding reflects entrepreneurial confidence "the number of companies participating in CCTV bidding this year is more than any previous year, and the total of 12.6687 billion yuan has reached a 17-year high, indicating that after the global financial crisis, the domestic economy is slowly improving, especially '　　Twelve-Five ' Coming, this is doomed to the CCTV advertisement bidding hot situation, "Zailing pointed out.　　After the invitation to participate in the forum activities of the brand strategy expert Li Guangdou told The Times weekly reporter, the total amount of tender reflects the entrepreneurs of China's economic growth next year confidence. Li Guangdou said that the Asian financial turmoil began in 1997, the economy began to resume growth after 1998, but watching the price of CCTV standard, 　　1998 Love VCD won the price of 210 million yuan, reduced by 110 million yuan, 1999 and 2000, respectively, 159 million and 126 million yuan to obtain the King, 2001 and 2002 is Wahaha, the price is only 22.11 million and 20.15 million, which shows that entrepreneurs are not optimistic about the prospects for economic development. Li Guangdou said that the era of merely using the aura of the king or merely advertising to conquer the past has passed, 1996, 1997, the standard King Qin Qi ups and downs, a year after the tender meeting, Qin Qi Mister Kingkong because there is no pass or even blocked in the MUI-Ya Center hall Door; 1998, the King of love more now scenery no longer , when Hu Zhipeo, chairman of the board, was jailed., another jailed is the food business of the standard king-Hunan Prince Milk Chairman Li Huixing, Prince of Milk also into bankruptcy.　　Therefore, Li Guangdou suggested that enterprises should pay more attention to comprehensive brand building and reasonable advertising. Li Guangdou said that 2008 China was the world's fifth largest advertising market, but now China has become the world's second largest advertising country, after the United States, but the developed countries advertising industry accounted for about 2% of GDP, China accounted for only 0.6%, so China will become advertising space and the largest growth in the country.