The marketing War of TV and network

In "2015 Hunan satellite TV gold advertising resources tender will", Li-bai group and Hunan Satellite TV signed to become strategic partners, the amount of cooperation is as high as 300 million yuan, and won the third season, "I am a Singer" title.

Prior to this, the Hundred Finch, lucky US shares and other enterprises have corresponding measures to spend money to advertise the way to improve exposure and brand building. The reporter synthesizes the industry personage's appraisal, spends heavily to advertise can let many day the enterprise to become famous overnight, but if the channel system, the supply chain system and so on insufficient support, this kind of marketing model will not outweigh the gains.

Compared with the "extravagantly" of local companies, multinational companies, which have slowed down this year, appear relatively cautious, and are increasingly investing in digital marketing for profit and strategic considerations.

Local brands betting on TV marketing

In recent years, the local satellite TV Gold column title fee is also increasing. Li Bai Group to 150 million yuan named Hunan TV "I Am a Singer", the second quarter to 235 million yuan to continue the title of the program, now this amount has reached 300 million yuan.

For the cooperation with Hunan TV, White Group Vice president, spokesman Xu Xiaodong yesterday, "Daily economic news," the reporter said, in the title of the first quarter "I am a Singer", the company's sales rose 66% year-on-year. Xu Xiaodong told reporters that in the second quarter, "I am a Singer", the company's high-end product sales accounted for a significant increase, from the previous 10.74% to 25%.

In recent years, whether the white group for three consecutive years sponsored Hunan Satellite TV "I Am a Singer" column, or the fourth degree of the Hundred Antelope and "China good voice" cooperation, or lucky US shares 10.7 million yuan to buy the "good voice of China" the final results of the 1-minute advertising, these big investment has become a case of concern in the industry.

In addition to the program title, the daily business also through the network spread, into the film and television dramas and other ways to earn enough exposure. The reason why the local Japanese enterprises are keen on screen marketing, an industry insider told reporters, on the one hand, local enterprises compared to transnational daily business strategy more flexible, and these enterprises are mostly unlisted companies, no profit pressure. "Basically these brands are initially relying on dealers to expand the channel, but to a certain extent after the difficulty of growth, had to invest heavily in building brands." ”

Digital marketing for the distribution of multinational enterprises

Undeniably, television screen marketing can enhance brand awareness, however, in many industry insiders, the current majority of local Japanese enterprises seem to have entered the circle of TV screen marketing.

Feng Jianjun, an expert on cosmetics marketing in China, told reporters that at present, the local Japanese enterprises appear to be overly dependent on the phenomenon of TV program marketing, but the current television media effect began to weaken, and with the promotion of mobile advertising, enterprises need to re-examine the future of media mix and marketing communication plan construction.

Feng Jianjun that the audience is not equal to consumers, companies should consider which inputs can be translated into real sales. There are also insiders said that if the enterprise staged a large number of advertising, channels spread after the sales team and the quality of the product can not keep up, eventually outweigh the gains, resulting in poor product moving.

Industry generally believe that, in terms of technical barriers, foreign brands and local brands are not very different, so product segmentation and marketing become the key. Multinational companies appear unusually cautious, compared with the "down-cost" of local-day brands.

Feng Jianjun told reporters that the current multinational companies in the television advertising investment relatively less, more to improve the video site, mobile internet investment. In May this year, for example, Unilever launched a "big different" online marketing platform; this July, the Japanese giant, Procter and Gamble, changed the marketing department to brand management, and the overall layout experienced marketing. In addition, L ' oreal has been increasing the proportion of digital marketing channels such as digital media platforms, mobile phone terminals, social media, etc.

"Company before the title of the talent show, recently also named TV show, but now the general direction is to the new media, such as video sites, mobile end, social media." "But from the total amount of advertising, TV is still taking up a bit higher," a Chinese insider told reporters. ”

In addition to the strategic changes, many multinational Japanese giants compressed TV advertising spending, but also for the performance of the consideration. Recently, the world's major well-known day of the company's performance is mostly poor, l ' oreal and Unilever suffered the worst in 5 years; Shiseido's full-year performance forecast, "Asia first" was challenged; Arden three consecutive quarters of losses, and the first report report of the strategic adjustment by Procter and Gamble made the industry lament.