The Advertising Tradition Of Children'S Shoes Industry Has Been Broken, And ABC Has Led The New Communication Mode.

A few days ago, the domestic children's shoes ABC in Anhui satellite TV's concentrated advertising attracted attention. This also meant that ABC broke the traditional "CCTV children + Provincial Children's channel" strategy in the children's shoes industry, and turned to the "CCTV + regional advantage TV + local Taiwan" combination, leading the industry's new communication mode.

Coincidentally, Jinjiang's local brand has even suspended all advertising.

It is revealed that the brand is advertising strategic adjustment with a well-known strategy company in Shanghai.

It is reported that Caxi Long Xin's communication strategy is currently being developed, and it is possible to join the provincial satellite TV's launch camp.

In the past summer vacation, just open the CCTV children's channel or Hunan satellite TV Golden Eagle cartoon, the overwhelming Jinjiang.

Advertisements come face to face.

So what will be the situation this year? Will the advertising strategy shift of ABC become a weathervane for adjusting the advertising strategy of the local children's products industry? Is it following suit or walking at its own pace? Based on the special two-sided nature of the ad groups of the children's products industry "adults + children", how can the local brands make the best choice? There are many doubts about the above problems.

Join the provincial satellite TV camp

The summer rush is approaching, and a smoky children's advertising war is on the verge of fire.

However, this year it seems that there have been some changes, ABC led children's products brand first appeared in the TV channels, the concentration of its concentration is no less than in the CCTV children, the provincial children channel of the frequency of delivery, this is a concern.

ABC responsible person said that in view of the particularity of children's products industry, ABC has launched the "double-sided glue" communication strategy, targeting the target audience of advertising as a "family group, a female audience", and taking into account the target group of children to achieve two-way communication between parents and children.

This also means that it will break the traditional "CCTV + Provincial Children's channel" strategy, and turn to the CCTV + regional advantage TV + local station combination, leading the new industry.

CCTV, satellite TV and local three levels of media have been used together, and TV shows and children's columns have been combined to achieve two-way communication between parents and children.

"Through the development of these years, the scale of children's products has grown, and brand awareness and financial strength have also been improved in varying degrees. These conditions have gradually matured and laid the foundation for children's shoes to join the TV advertising alliance."

Ma Defeng, the industry insider, said that with the basic conditions, advertising strategies are usually adjusted according to the adjustment of company strategy and brand strategy. Especially after the completion of ABC's brand building and channel construction, its advertising is more inclined to enhance brand reputation and direct sales, and even set aside foreshadowing for future listing publicity.

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All these require the TV media platform with wider coverage and more powerful communication. Provincial satellite TV may be just one of the main media, taking it as the main thread, and then using different media alternately and interactively to cater for the overall publicity needs.

In fact, last year, some brands began trying to advertise at provincial level TV stations.

For example, the "day to day" advertising film, which is accompanied by CCTV Spring Festival Gala starlet and hip hop star Xiao Bao, has been heavily broadcast in Anhui satellite TV, such as "female theater" and "weekend release". There were nearly 1000 intensive advertising campaigns between September and November last year.

And its strategy of putting into play is very clear. We hope that through the launch of Anhui satellite TV, we will break through from the central region and rise comprehensively, and we will be able to create a new force of "up to the day".

In other words, it is the first brand of China's children's science and technology inspiring articles that is leveraged by satellite TV advertising.

CCTV children's channel is still mainstream

ABC, gang Deng and so on are trying to put the provincial satellite TV, is it the vane of the local children's products industry brand advertising? No one in the majority of the industry believes that the CCTV children's channel is still an undoubted mainstream.

"At present, only a small number of enterprises extend their advertising to provincial satellite TV, but most enterprises are still on the sidelines.

According to the relevant data of CCTV children's channel, as of May, CCTV children's channel only reduced some speculative customer groups, and the rest of the customer groups were in a stable state, or even slightly rising.

Beijing Yang Yang Media Co., Ltd. Quanzhou market leader Liu Xingzhong told reporters.

Because of the dual decision-making nature of children's consumer groups, children's product brands often adopt double-sided glue strategy, that is, we should not only flatter children, but also ignore adults. This also creates a tendency to change their advertising strategies.

"But the power of children can not be ignored by all our enterprises. Although he has no spending power, it does not mean that he can not choose a brand that can not drive household consumption.

Children have more and more voice in their families, especially their own products. They already have enough energy to buy their children's favorite styles and brands.

Said Luo Zhengming, deputy general manager of the dog.

He believes that the current provincial TV's advertising price is about 5 times the price of the CCTV children's channel per second. Besides, the satellite TV often needs a series of intensive exposure. Whether children's products enterprises have a wealth of product lines to support the advertising series, whether children's products brands can afford such a high advertising cost, we all know.

"At present, the overall strength of children's shoes enterprises in children's clothing is not up to a certain level. When the brand publicity costs are not enough, choosing a child can ensure that children have a high viewing channel, and CCTV children are still the first choice.

It can be said that we should concentrate our efforts to choose the best point when we can't do all the publicity.

Liu Xingzhong thinks.

Which choice is different from "man"?

Some people have reorganized the advertising strategy, some have been sticking to the camp, and even companies have stopped all advertising. What kind of advertising strategy should the enterprises take in the environment of depression? Insiders believe that according to their own pace, the brand should make specific advertising plans according to its own development stage.

Lv Fuqiang, an expert in children's industry, believes that the current local children's products enterprises can be initially divided into three stages: first, enterprises already have a clear brand positioning and market operation. They are the leading actors in the advertising war. Most of them want to enhance their brand awareness and confidence in the brand through the bombing of CCTV and local media; two, they are laying out channel construction, such as entertainment enterprises. The advertising they focus on is the regional market for investment promotion; three is just beginning to develop, and the enterprises doing basic work are still focusing on the grassroots level.

"Enterprises should tailor advertising plan to the characteristics of each stage, otherwise advertising will be enough to burn a brand."

For example, he said, ABC's advertising strategy is based on the needs of brand development. In addition to the comprehensive use of three levels of media, such as CCTV, satellite TV and local TV stations, with the triple play of variety, TV drama and children's column, to achieve two-way communication between parents and children, ABC has also made great efforts in networking. It has effectively utilized the network communication platform. In 2011, the launch of the ABC network "Meng Zhu" solicitation contest has won a lot of popularity for the brand. While micro-blog is popular today, its official micro-blog also effectively brings a large number of potential user groups to the brand.

With the development of network marketing, the influence and scope of its public service marketing are also expanding, making its brand always active in front of many consumers.

Chen Shuqing, general manager of Liuhe Shenlong marketing planning agency, said that the current annual profit of a single child products company is up to 23 million yuan. Compared with the adult brand, the advertising can also be limited, and the average advertising capital is about 1 million yuan.

He suggested that the effective communication between brands and markets, brands and industries, brands and consumers, brands and children can be achieved through systematic integrated communication, which includes not only mainstream media of CCTV children, but also local children's channels, and even spread to some regional TV stations to form a communication pattern with a TV advertising platform as the main line.