CCTV Tender Presents Brand Monopoly

Shortly before the CCTV advertising conference, the sports brands such as ",", "," and "361" and so on launched a heavy attack, and continued to build CCTV sports channel brand monopoly. For this phenomenon, many people in the industry believe that this fully shows the activity of sports brand, of course, the collective competition for CCTV advertising, also reflects the sports brand in the marketing strategy of the same.

CCTV tender no dark horse

In November, CCTV's fifteenth gold resources advertising bid was announced in 2009. The total amount of advertisement bidding is 9 billion 256 million 270 thousand yuan, and the bidding part is 8 billion 201 million 200 thousand yuan, an increase of about 15.4% over the same period.

According to an internal data, the company won the bid of "156 million years' live sports match 2009-2010 years". 361 degrees to win 158 million yuan, and win the bid, "2009 sports channel clothing designated supplier". According to industry sources, in addition to bidding, enterprises such as "Qi" and "Qi" signed the contract subscription project respectively. With the price of about 50000000 yuan, we won the "basketball match partner" project again.

However, people who are careful may find that there are not many new faces in the tender. They are all CCTV's old customers. For some of their successful tenders, some people in the industry say they are not surprised. However, many people expressed concern about their enthusiasm for participation. "I didn't expect the enthusiasm of enterprises to participate this year would be so high." An advertisement company manager who watched the whole process at the scene said. Although the economic situation is a bit cold at the moment, it is nearly 50 million yuan more than the 110 million yuan that had been hit by the tender last year, and the about 50000000 yuan won the "basketball match partners" project again, which is 15% higher than in previous years.

In the "economic barometer" of CCTV tender invitation, some people sniffed out the "smoke of smoke" of the sports brand market ahead of time. The enthusiasm of the sports brand is considered to be related to the development of the domestic market. The shrinking international market has forced domestic brands to focus more on stimulating domestic consumption. Some big enterprises need to be shown, for example, they have just been listed this year, and they will accelerate their expansion in the market next year. Therefore, it is logical to increase advertising investment. In addition, a number of foreign trade enterprises are also seeking to enter the domestic market, and their participation also makes people feel more competitive. However, from the tender meeting, people have not found a dark horse that suddenly rises suddenly. This also makes people realize that there is still much work to be done to keep the new face in the domestic market. In 2009, the differentiation of domestic brands will become more serious, and resources will be further concentrated on large enterprises.

This year, CCTV has put more sports resources into the tender meeting, such as "basketball match partners" and other projects. In addition, the severe situation has obviously stimulated the greater fighting spirit of sports brands. Ding Shijie, deputy general manager of China (China) Limited, said that 2009 is the watershed for the sporting goods industry, and the opportunity for 2009 is very important. He also revealed that in 2009, most of the company's focus was placed in the domestic market, and sales in 2009 were expected to increase by about 50% over 2008.

    The plate needs sportsmanship.

As the most concentrated and active sports brand in China, every move has affected the domestic sports industry pattern. But as economists say, in terms of appearance and quality, brand shoes are no less than any other similar company in the world, but the lack of "internal elements" makes the shoe brand still lagging behind the world top level sports brand in the seemingly vigorous expansion and licensing movement. The "inner element" here refers to the spirit of sport.

As a brand itself, it consists of three parts, namely appearance, quality and thought, and these three elements are in a shape, and distribute from tower to tip in turn. At present, the competition of the domestic sporting goods industry is still at the bottom of the two levels of competition.

At present, the first-line brand is already very mature in appearance design and quality assurance, which is not different from the top brands in the world. "We can do even better shoes that people can make." It can be seen from the publicity advertisements of various major brands in the country that all kinds of sneakers with different avant-garde functions, with fashionable appearance design, have a certain brand quality.

However, another reality is that the same domestic enterprise makes a big difference in price between the products produced by the company and its own products, which is due to the brand. It relies on an internal element, that is, the spirit of sport, which is not yet achieved by many sports brands in China.

Many advertising films of domestic sports brands are promoting products themselves, such as what functions their products have, better than others. Such publicity is only on the upgrading level of product awareness. We believe that at present, the advertising campaign of the sports brand has been very strong. In the way of publicity, we can learn from the top brands of the world, such as the world's top brands, that is, instilling an idea in the long run, so that we can eliminate script src=>