CCTV bidding broken 12.6 billion: who fattening the TV industry

Ding Lei, Huazi November 8 8:8 A.M., the cold wind in Beijing.　　CCTV's Gold resource advertisement, which is regarded as "China economic Barometer", is officially launched. 9:20, 50.1 million yuan, several times to participate in CCTV bidding Yurun group, the winning bid for the Spring Festival and New Year's news broadcast after the first choice of advertising, this is the 2011 CCTV advertising bidding conference the first target.　　In the same period last year, Sichuan Lang Liquor Group took the lead in 33.3 million to win the first bid, won the 2010 World Cup "Archer list" exclusive title.　　14 o'clock, experienced dozens of rounds of fierce competition, Mengniu to 230.5 million yuan to obtain the first half of the TV drama Special theater title; Successive CCTV advertising vote "Victorious" nice, also to 150 million yuan, won the second half of the special Theater of the title right.　　CCTV advertising operation and Management Center deputy Director He Haiming announced that 2011, the CCTV gold resources advertising bidding on the scene to achieve the pre-sale increase of 12.668 billion yuan, an increase of 1.723 billion yuan, a year-on-year increase of 15.52%.　　He Haiming said that from the industry, ranked in the top three is food and beverage, home appliances and financial insurance, the region, Beijing, Guangdong still ranked the top two. To support the feast of the industrial capital, not only the old people familiar with the face, but also many new industries new enterprises to join the competition. In addition to the attention of the king, there are new energy, automobile industry, finance and other industries have sprung up.　　Behind the changes in the bidding industry structure is an indicator of industry restructuring. Guild Wars 8th 8:8, located in Beijing, West Chang ' an street, CCTV office building on the side of the MUI-sub center, already crowded.　　Hundreds of brand manufacturers, CCTV advertising agents, CCTV advertising department staff, such as a total of thousands of people, mixed together. This three "8" linked to the auspicious moment, is clearly the CCTV intends to arrange.　　As an exclusive monopoly of the television resources of the central media, CCTV also hopes to pass this traditional sense of the auspicious time set, in this crowd to catch the fight capital feast, to win a good luck. The second floor hall of the MUI-Ya is the tender site. CCTV's leadership and a number of corporate leaders, scattered on the second floor of the Hall high and bid, overlooking or looking up at the auctioneer's hands of the gavel.　　"200,000, 500,000, 1 million ..." with the noisy figures climbed, the enterprise every time, "a BMW drove into the CCTV building."　　9:20, accompanied by the auctioneer's gavel set, Yurun group to 50.1 million yuan, the CCTV 2011 marked the Spring Festival and New Year's news broadcast after the advertisement, which became the CCTV advertising bidding conference marked the first mark. Yurun Group owns Yurun Food, Nanjing two listed companies.　　To the time of press, Yurun Group has four bid, the determination of the amount reached 179 million yuan. Rain-run head elevation premium effect, infected with the backward bidder. 13:25, the news broadcast after the standard version of the advertising bid completed.　　The winning bid amounted to 2.83 billion yuan, up 15.4% from a year earlier, compared with a 58.5% rise in the bid price. 13:30, CCTVThe Drama Special Theater Ming bid began bidding. TV Series Special Theater Ming Standard, is the main plate of CCTV's individual standard. The first round of the bidding is CCTV TV drama special theater naming rights, the subject matter starting at 99 million yuan.　　Eventually Mengniu to 230.5 million yuan bid price of the target. The recent fall into the "defamation gate" Mengniu, is the CCTV gold resources advertising bidding in recent years, the long standard King.　　2010, the CCTV Gold resources advertising tender, Mengniu in the subject of the object to 203.9 million yuan to win the single item, at the same time, Mengniu also to 340 million yuan bid total to become the bid of the total amount of the king. 14 O'Clock, the second half of the drama special theater naming right began bidding. No surprise, holding the number No. 728 Nice, to 150 million yuan price, won the object.　　Talking about the years of high price of winning the bid, nice the relevant responsible person said, "standing in this (capital game) on the stage, it is certainly necessary strength." However, this year Mengniu total price of the status of the King, is under the competition from many enterprises. Chery Automobile Co., Ltd., an assistant general manager, said last year, the company launched a 200 million yuan in CCTV ads, this year will be an increase of 50% of the amount of capital.　　"On the basis of dairy Mengniu's impact, not only from the automotive industry as represented by Chery, from home appliances, finance, new energy, wine and other industries, the CCTV monopoly of gold resources eyeing." More than 2010 Mengniu Total which involved 300 million yuan, liquor-type enterprises show a ferocious nature.　　Lang Liquor Group Chairman Wang Junlin and Luzhou Old Cellar deputy general manager Sun Yue said, its enterprise 2011 years, will be the CCTV advertising department to contribute more than 400 million yuan advertising expenses. He Haiming said, "finally confirmed that in the thousands of companies present, CCTV received more than 300 enterprises bid."　　"New nuggets of logic CCTV bidding hot, due to many new faces to join."　　2011, CCTV Gold Resources advertising new faces include private enterprises, state-owned enterprises, foreign-funded enterprises, involving automobiles, furniture, dairy industry, agriculture and other related industries. In fact, as a result of the August promotion, CCTV AD tender will bid the number of enterprises, again more than in previous years.　　According to the information provided by CCTV, in the CCTV bidding enterprises, the old customers, major customers relatively stable, 2011, a lot of new customers have emerged, including the Guangdong Development Bank, Beijing Bank, Peng Kam Day, Mustang Enterprises, Sichuan emblem food and other enterprises. 11 o'clock, general manager He Guoqing from Sichuan auto industry group said to the media, "the first time to CCTV ads, more intense than expected." In order to be able to successfully achieve national marketing in CCTV, all the team members of the Sichuan Automobile industry group have arrived at the MUI-Sub Center.　　"The Sichuan automobile industry Group owns the National automobile brand Mustang, which is based on passenger cars and passenger car products." He Guoqing Frankly, because the older, the first to CCTV advertising, not a large number of funds, however, because of the resource monopoly CCTV, "the car industry is like a black hole, the general people can not afford." This is the Sichuan automobile industry GroupAdvertising on the top, the biggest one. One of the leaders of private enterprises in heavy industry, Zoomlion is also one of the new customers of CCTV. The company Dai Gang said, "Although this year the company sales will reach 50 billion yuan, but the first time we put ads to CCTV only 51 million yuan." Not to vote for advertising, we want to upgrade the Zoomlion brand. "Outside the domestic enterprises, in addition to Procter and Gamble in foreign-invested enterprises, some recent foreign-funded enterprises also entered the" arena "of CCTV capital feast.　　The milk industry's natural dairy (New Zealand) Holdings Limited, is one of them.　　"In order to enter the mainland market next year, the company spent more than 80 million yuan to advertise to CCTV," said Shaoming, executive vice president of the company.　　A frenzy of advertising does not offset the hidden risks behind it. On November 7, in Zhuzhou, Hunan, a distance from the center of the Beijing Mui-ya, once the CCTV food category of the King Prince Milk, and so came to the flag Bank of China's first-instance judgment, according to first instance verdict, the Prince of milk-related enterprises and the former chairman of the Prince of Milk Li Huixing, need to return to the flag Bank of 500 million yuan loans.　　This is the latest news about the troubled business that has come to the stage of the bankruptcy liquidation of the prince's milk. 12 years ago, the chairman of the Prince of Milk Li Huixing to 88.88 million yuan, won the year of Food enterprises in the annual Standard King. The avalanche of orders brought about by the advertising campaign has made a subtle change in the prince's milk. Li Huixing has innovated the mode of sustaining operation and growth to the social financing with the help of Prince Milk as the carrier. This makes the final capital chain of Prince Milk break.　　It is understood that the prince of milk accident, in a hotel in Changsha only "mooncake money" owed 200,000 yuan.　　Who has ripened the TV industry? In addition to the November 8 on-site bidding, 2011, CCTV advertising bidding there are two models, one is signed subscription, one is online bidding. Among them, the online bidding a total of 16 projects, including "Economic news broadcast" special.　　The highest transaction price is the "Evening News" all the year, by the Red Star of the United States Kai long to more than 100 million yuan in the price obtained, the net sign link bidding CCTV revenue more than 1 billion yuan.　　CCTV, which grasps the absolute monopoly resources, is not a solo show in the television industry. On November 5 and November 10, the bidding of TV advertisements was considered to be red in all of the upcoming local satellite TV bidding meetings. Among them, to Jiangsu "Non-interference" a column for example, the column of the reserve price of 400 million yuan.　　and Hunan Satellite TV channel estimated income of 2 billion-3 billion yuan. 7 years, the CCTV ad tender from 2005 's first broken 5 billion yuan mark, to 2010 that is to break through tens of billions of dollars, CCTV advertising has achieved doubled growth.　　With CCTV over tens of billions of dollars in advertising revenue accompanied by monopoly resources of the television industry, has become the target--in addition to monopoly, television industry advertising value soaring behind, what else?　　At the end of October, Yao Jingyuan, chief economist at the National Bureau of Statistics, said there was no problem in achieving 10% macroeconomic growth throughout the year. Macroeconomic viewIn addition to the background of the gas, and product sales more and more closely the development of the advertising industry, but also the rapid development of television industry factors.　　Yao Jingyuan said, according to the Twelve-Five plan, China's first consumption in the "troika" export and investment in front, reflecting China's consumption to stimulate economic growth confidence. Therefore, the advertising of consumer brands has become the focus of the promotion of Chinese enterprises choice. CCTV provided data shows that China's advertising industry has leapt to the world's third, after the United States and Japan, reached a scale of more than 200 billion yuan.　　In 200 billion yuan advertisement behind, is its pry move of our country 10 trillion consumer market. CCTV Advertising Center Director Chen Rongyong said, "It is thanks to the development of advertising industry, CCTV and other media have the power of development." "With the main TV drama as an example, CCTV provided the information shows that 2009 all TV station advertising revenue 11%, used to buy TV dramas, nearly 6 billion yuan." It is understood that with more than 20 open channels, more than 10 digital channels of CCTV, the annual cost, turned over the tax as high as more than 10 billion yuan.