Spring Festival Battlefield smoke and drink market who main ups and downs

It can be said that the Spring Festival is the most important festival for the Chinese people, but also the best of all walks of life to borrow power marketing. It is worth noting that every year during the Spring Festival, the beverage market presents a "disorderly flower gradually want attractive eye" prosperity scene: In the calendar year, we saw the Pepsi-Cola "Bring home" series of New Year film, Gado portrait Sponsorship http://www.aliyun.com/zixun/ Aggregation/39476.html ">" The Concert of "China Good Voice", Huiyuan juice caused hot discussion of the Spring Festival evening advertisement implantation ... All this makes us feel the beverage market during the Spring festival during the "Busy." Nowadays 2014 Spring Festival is coming, looking at the marketing trend of the beverage market, who will drink the first color? Maybe we should speculate on the pleaes in the activities of the beverage brands.

Pepsi may be the most popular consumer in the heart of the drink with Coca-Cola, however, Pepsi-Cola's annual spring Festival marketing activities more localized, once a year of the "Bring Home" series of film films gathered entertainment circle of many stars, this year is still no exception, Koo, Jolin Tsai, Zhang Li , happy family and other hot spokesmen "accidentally" because of the spring Festival and gathered, filming into a big play warmth card plot. Recently, the latest series of "Take Le Home 2014" film has entered the hot stage. Objectively speaking, many years of the Spring Festival film marketing appears to be some "weak", most viewers have been familiar with these spokesmen, "old routines", "patchwork of lively", "aesthetic fatigue" and other negative statements is not non-existent. Therefore, this year Pepsi-Cola's Spring Festival marketing may not be as hot as before.

Take a look at Huiyuan juice: have to say, "have Huiyuan juice is called the New Year" Advertising film really let its brand communication accounted for the "cheap", but this "cheap" is a public opinion of the "double-edged sword", coupled with the calendar year Gala, Lantern Festival evening advertisement implantation quite explicit, The degree of consumer acceptance is still affected. Huiyuan Juice from this year's marketing to see, Huiyuan seems to have a big move, first shot to highlight the theme of the Spring Festival version of the advertising film, with the external claim to officially hand "PR big" Austrian to promote brand innovation, hoping to close the distance with consumers. However, has been deeply immersed in the "trademark fraud door" and "acquisition of the door" it can in the most ordinary people find resonance, I am afraid that the market needs to test.

Speaking of common people in the heart to find empathy, close to the distance with consumers this aspect, the author of the investigation found that with "China magic Water," said the Jian Bao seems to be in the Spring Festival marketing more "grounding gas." In addition to the introduction of a very traditional Chinese wind, auspicious festive "treasure happiness" senior Happy Festival cans, and it is understood that Jian Li Bao this year's Spring Festival marketing to a "do not take the usual road", abandoned the gorgeous advertising bombing, choose "Live interactive public welfare" new direction. The new occasion, Jian Li Bao launched the "deep factory to send blessing" activities, the enterprise with a changeOn the "Year taste" packaging products into the factory, residential areas, simple and straightforward to highlight the "pro-people" charm, the brand more deeply rooted.
In addition, during the Spring Festival Jian Li Bao in the official website launched the "New Year guess" of the interactive activities to win cash, the vast number of consumers to participate in the desire to fully mobilize. At the same time, Jian-Bao did not give up the current most sensational network marketing, following last year's "memorial" after the Lunar New Year micro-film, the spring Festival and continue to launch the "Open Seal moved" micro-film, the theme is people care about the unity of the theory. As a result, Jian Li Bao's Spring Festival marketing seems more comprehensive, relatively more "grounding gas", the consumer's strong sense of identity.

So, what's new in the marketing of this year's Spring festival from the Gado active last year? We can see its competitor Wanglaoji in addition to its passion for entertainment marketing, 3721.html ">2014 year also launched a" family line "," Let Egui when home "and other public activities, but from the current market effect to see a little weaker. It can be speculated that the 2014 Spring Festival Marketing war in the King old Ji or not Gado. Because Gado in this year won CCTV, Hunan, Liaoning Three Spring Festival gala, this is also following the "good voice of China" and add a lot of treasure after another big action. To this, I guess, has always been a single entertainment marketing is the magic weapon to win? Is it possible that the title of the Spring Festival gala may repeat the same fate as Huiyuan's "spread-effect"? Undoubtedly, both opportunities and risks coexist.

In addition, other beverages brand Spring Festival marketing appears more thin, such as Red Bull functional beverages In addition to sponsorship BTV Global Spring Festival evening, still tend to sports marketing. From this, it can be speculated that the association with the consumer life is not closely related to the Spring Festival beverage market is likely to lead to failure.

In fact, overall, this year's beverage marketing has its own advantages, but in the state-related departments to promote thrift, repeated stressed the environment of safe drinking, Jian Li Bao's marketing strategy appears more practical, consumer acceptance of the brand higher. And from the network, micro-BO, micro-letter users spit out the groove, the author speculated that Jian Li Bao in the Spring Festival beverage market should have good results, enhance the pace of brand image will be a step. As for the real beverage brands can contend, or should be in the market test highlighted.