The death of CCTV advertisement Mark Wang

Shot a throw tens of millions of or even hundreds of millions of yuan, but in the CCTV this stage, one after another "standard King" in the fall of our reporter Ding Ye Bihua intern reporter Huazi Beijing, Shenzhen report "12.7 billion yuan, the year-on-year growth of 15.52%!"　　"November 8 9 o'clock in the evening, the cold wind in the center, the CCTV 2011 Gold Resources Advertising tender, in a stunning sound of the curtain."　　However, CCTV Advertising Management Center deputy director of He Haiming but do not want to discuss the subject of the king, but lightly said, "from the advertising situation has been put, the United States to put the largest amount of capital, more than the Procter and Gamble." This does not seem to hinder the outside of the field of the so-called King of the tracking.　　In many portals of micro-blog (http://t.sina.com.cn), timely update of each of the companies involved in the bidding business trends. 230.5 million yuan, dairy industry Mengniu, the ultimate single mark the highest price, took the first half of CCTV drama special theater naming rights. 150 million yuan, Nice was reelected the item of the items of the protection of the Standard King.　　Liquor enterprises are crazy, Jin and Wu Liang Ye, respectively throwing 440 million yuan and 400 million yuan, become the CCTV bid total amount of the king's strong contenders. But in this "Your Side sings my debut" CCTV stage, the industrial capital Cross-industry fight, leave not all is "the story".　　Looking back, the past CCTV's many standard King, has been accompanied by the "No mention of the King" organizers will, together.　　Prince Milk Elegy and the noise of the outside world, Li Huixing quietly lying in a Zhuzhou in the suburbs of the detention center. November 9, a request from the media interview, after his lawyer Wang Qinghui many, or refused to be outside the walls.　　In July of this year, as the chairman of the former Prince of Milk, Li Huixing was suddenly arrested by the Zhuzhou Public Security Bureau, charged with "illegal absorption of deposits." After Li Huixing in prison, Prince of Milk, a former CCTV single category of the King, layers were unveiled wrapped coat. Take over Prince Milk's high dairy industry spokesman Wang to our correspondent said, "The current Prince of milk Five production base, only one in Zhuzhou base in production, average daily capacity of about 300 tons." Obviously, this is not the most familiar prince of milk.　　According to media reports, the peak of the 2001 to 2007, the prince's milk sales jumped from 50 million yuan to 3 billion yuan, consecutive 6-year results doubled. This growth, thanks to the 1998 Li Huixing in CCTV to 88.88 million yuan, to win the food class business King's marketing results. After advertising, orders snowflakes generally drift to.　　People familiar with the matter recalled: At that time came to the Prince of milk group delivery, the ranks of the queue at a glance. However, all this was covered before Prince Milk was declared bankrupt this April. "Prince Milk has come to this point, a large extent is Li Huixing overestimated the popularity of the prince's Milk."　　One person familiar with the matter told the reporter. In fact, when Prince's milk bid for CCTV, and eventually the object of the target became king, completely on the form of credit-Type completion. "They keep raising their hands and asking for money, but the total assets have not yet been bid for high prices.　　"The real sales of Prince's milk were only more than 30 million yuan in 1998, when Li Huixing won the CCTV standard," said the person familiar with the matter. To become the Queen of CCTV, Prince of milk in accordance with billions of strategic objectives began to layout.　　2002-2006, Li Huixing invested billions of yuan in Hunan Zhuzhou, Beijing Miyun and Other place, started 5 major lactic acid bacteria production research and development base, and started to make the Prince milk into the loss of a black hole "diversification" strategy. Li Huixing has openly admitted that he is often "living with a mortal faith".　　To the Prince of milk as the carrier, to the social financing to maintain the operation and growth, become its over the years, the Prince of milk from a small business operations for sales of billions of of the magic weapon. In fact, Li Huixing in other people's time, even himself did not let go.　　A well-known foreign auditor firm due diligence showed that, in 2005 years, for example, Prince Milk declared on the billion net profit, actually not even 30 million yuan. Now, the former king Prince Milk to the end.　　Li Huixing, who had been exposed to diabetes and hypertension, had repeatedly filed medical parole with the judiciary, but were not allowed to do so.　　The Mad Prince's milk in the wine industry is not the lone example of the declining popularity of CCTV's Mark Kings over the past 20 years. In the evening of November 8, the end of the news broadcast units of the bidding, Wuliangye Press Maotai, to the total price of 405 million robbed from May 2011 to August All the months of bidding.　　of the sixth unit and November 2011 to December, the highest prices, reached 122 million yuan. Mengniu Total which involved more than 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 about 400 million yuan advertising expenses. Coincidentally, you came to me in the frantic scramble, from more than 30 million to 320 million yuan, in the last decade of the past century, wine brands constantly refresh CCTV's new high. and liquor brands in the successive decline of the standard king but occupy many seats.　　Including Confucian home wine, Confucian feast wine and two consecutive Qin Qi of the King's wine. Among them, the most representative enterprise is Qin Qi wine industry. 1995, Qin Qi wine industry to 66.66 million Yuan, won the 1996-year CCTV standard King, after a year, but also to 320 million Yuan won the 1997-year CCTV standard King. "Every day into a CCTV Santana, out of a luxury Audi," then Qin Qi boss Wang Zhuoshe said.　　However, 1998 Qin Qi Wine because of the "blending door" incident, the decline. This time, the fierce advertising investment in wine enterprises, and set off a CCTV to do the climax of brand marketing. In this respect, Guoming, director of Public Opinion Institute of Renmin University of China, said, "marketing success or failure, is not entirely determined by advertising." "Take Qin Qi as an example, Guoming said, Qin Qi was not resolved the problem is the chain of production and marketing, CCTV provides a broad platform for publicity, so that the enterprise capacity and quality imbalance, so that not reasonable enough to support the enterprise hairExhibition。　　"CCTV advertising can bring product awareness, but will not bring quality and reputation of the promotion." For how to view the success or failure of enterprise marketing, Guoming said, "The enterprises should be based on their actual ability and demand, as well as consumption habits to grasp, to CCTV advertising can not be blind."　　"The wool is out on the sheep. In this just end of the industry feast, companies to throw tens of millions of big, will eventually pass on to consumers. is the wool on the sheep?　　For this question, many times to participate in the CCTV bidding of Luzhou Old Cellar deputy general manager Sun Yue said, brand building must enhance the value of the brand, in contrast to this, Luzhou old cellar will introduce a new style different from the National cellar 1573 products to achieve the value of brand promotion. On the issue, Lu Weiguang, chief executive of the company's floor, said Anxin's first advertising campaign was actually aimed at shifting the strategic centre to a second-tier city, which had been insisting on ploughing through the three or four-tier cities.　　However, Lu Weiguang also said, "If the market needs, will do a brand upgrade." Guoming that the topic of "whether wool is in sheep" and non-linear effects, but should be viewed from the per capita perspective. He called, for example, the CCTV platform to achieve the product sales breadth, means that the original share in 10 bottles of wine advertising costs, the future may be 1000 bottles to spread.　　However, he does not deny that the effect of CCTV advertising, will make a single enterprise advertising total increase. Coincidentally。　　Check the Half-year report data, 230.5 million yuan to win the CCTV bidding items, the subject of the king of Mengniu, only this one expenditure accounted for its half a year net profit of 619 million Yuan 1/3. In fact, many industries rely on advertising to hit the brand. Taking the automotive industry as an example, He Guoqing, general manager of the Sichuan auto industry group, said to the media, "the first time to launch ads to CCTV, more intense than expected." The automobile industry is like a black hole, the average person cannot afford to throw. Although the first time to CCTV, but this is the Sichuan Automotive industry Group in the advertising, the biggest one. ”