Quanzhou Shoe Enterprises Offer A Bold Offer, And Over 100 Million Yuan Will Be Put Into CCTV Advertising.

This year, despite the overall downturn in the economic situation, it does not affect the new round of efforts of Quanzhou's children's enterprises.

Tutu's children's products dropped 30 million yuan to throw CCTV ads at one fell swoop, while ABC, good dog, Yong Gao and other children's products enterprises also put tens of millions of advertisements on CCTV. Besides, gang Deng, Kate, Kasiron, Cambridge, tickda, stupid bear, Babu bear, Mami Marca, and 100 million Mickey.

There are millions of advertisements in CCTV.

According to preliminary estimates from the industry, the advertising volume of CCTV children's products enterprises in Quanzhou has exceeded 100 million yuan this year, the highest record in years.

Liu Xingzhong, deputy director of the Yang Yang media account of the CCTV children's channel, told reporters: "95% of the Quanzhou children's products enterprises have increased their efforts in CCTV this year. Although we all say that the market is not good this year, they are still very good at advertising."

Sample: Tutu thirty million hits CCTV

This year, the advertising king of Quanzhou children's industry belongs to the Fujian European and American dragon group company.

The company dropped thirty million yuan in CCTV.

If Tutu's children's products brand is added to the local media such as Fujian TV station and Guangdong Jiajia cartoon, its advertising volume has exceeded fifty million yuan a year.

Unlike most children's products companies, Tutu did not choose to advertise on CCTV's children's channel. Instead, he chose to put in a CCTV set and CCTV's 13 Chinese news channels, and every day the advertisements were broadcast on CCTV 9 times.

It is reported that in the CCTV set, Tutu advertisement was inserted in the weather forecast column after news broadcast, and most of the advertisements on the news channel were in the weather forecast column.

The reason why such a "common sense" advertising choice, the European and American Dragon Group General Manager Ke Jiaxing said that this is closely related to Tutu's brand positioning.

Instead of building Tutu into a brand of children's products, they want to build a brand name such as Gome and Suning, while Tutu's children's products store is to create a children's department store, which includes four categories: Children's shoes, children's wear, children's toys and entertainment products.

The reason why CCTV is now one set and 13 sets is the most high-end channel in China's most high-end media platform, which can rapidly enhance the brand and brand value of an enterprise.

Although CCTV children's channel can drive a certain market, the market of children's products brand is not only here.

"At present, through a large number of CCTV advertising, our brand effect has been highlighted, the biggest feeling is that the expansion rate of shop expansion is particularly fast. At present, the number of terminals in the country has exceeded 1200."

Now, they are working hard for healthy and healthy children's products, and they are very optimistic about the blue market of children's products in China.

Although many people in the industry say that Tutu is rushing too fast, he believes that opportunity is important.

Over the past few years, the outbreak of children's products in China has won the opportunity to win the children's market, seize high-quality agents and seize the minds of consumers.

Format: most enterprises gamble on CCTV children

In addition to Tutu, the reporter learned that ABC, dog, Yong Gao and other children's enterprises also put tens of millions of advertisements on CCTV.

It is understood that the advertising cost of ABC brand launched on CCTV children's channel this year increased by 40% over the past year, and the frequency covered the whole day, with a focus on 16:00~18:00.

"Because children in most areas of China are at school at 16, the ratings of CCTV will increase after 16 o'clock, and the audience will be more precise and concentrated."

According to ABC Brand Manager Huang Weicheng, CCTV children are the only media organizations that realize brand value enhancement and nationwide coverage in children's media. The national coverage capacity is relatively balanced and the audience rating is very stable. Considering the characteristics of children's brands and the promotion strategy of ABC brand's "double-sided adhesive" in 2012 (that is, two-way communication between parents and children), ABC finally chose CCTV children as the main platform this year.

Through the past few years, the ABC brand has continued to advertise for CCTV children's stations, which has played a very important role in brand awareness building and early stage investment promotion.

Dog dog, children and children's products are also hitting a new high in CCTV this year.

"This year, we mainly advertise on the CCTV children's channel, and put in more than ten million.

At the peak of summer vacation, there are at most 8 advertisements a day.

Quanzhou South Qi shoe industry Co., Ltd. marketing deputy general Luo Zheng Ming said that this year is still the expansion of dog years, they plan to build 500 stores on the basis of the original 1000 terminals.

Luo Zhengming thinks, for

For this year, if we don't have a "Bo" again this year, the threshold will be higher and higher, and the chances will be less and less.

He predicts that in three years, Fujian's children's enterprises will be eliminated by 70%, while the remaining ones will not compete more than 30.

Therefore, all of us are striving hard in the moment that we can't distinguish champions.

If enterprises do not occupy the market quickly, it will become more and more difficult.

"This is the so-called curve overtaking!" Zhao Jianhe, chairman of Fujian Green group, also admitted that Green had smashed thirty million yuan advertising in CCTV last year, which directly promoted the brand awareness and sales volume.

This year, their marketing and marketing ideas have changed, focusing more on channel optimization and agent support, but they will still advertise on CCTV, but the amount is lower than in previous years.

He believes that in the current economic situation, for Green, more important than opening stores expansion is to enhance the profitability of a single store.

Voice: from investment advertisement to consumption interaction

Chen Shuqing, general manager of Quanzhou Liuhe children creative industry Co., Ltd., said that there is no doubt that this year Quanzhou children's industry has opened another blue ocean of CCTV.

Compared with the slowing development of the sports industry, China's children's industry is still growing at a high speed, whether it is brand development or channel optimization, whether it is the expansion of popularity or the improvement of sales performance, it has broader space.

Although the children's industry is also affected by the overall economic situation, there is also a certain amount of stock. But compared with sports goods, because of the characteristics of the children's industry and the periodicity of the children's products, the inventory will be easier to digest, and the channels will be spread throughout the stores, to the Internet and overseas.

Therefore, the overall anti stock pressure is still better than big shoes.

"Compared with previous years, the connotation of putting advertisements into Quanzhou children's enterprises has also changed fundamentally.

Before, the enterprise put more advertising for investment promotion, and now it is facing consumers directly, mainly based on consumption interaction and consumption experience.

From the perspective of advertising, children's enterprises are more precise and effective than ever before.

Chen Shuqing said.

"At present, China's children's industry has not yet formed a particularly strong brand, so more than most enterprises are now facing opportunities and challenges. Even though the economic situation is not good, people still want to rush ahead and want to stand out in the industry."

Xie Jiasheng, Secretary General of Fujian children footwear industry association, said that most of the children's enterprises that are currently putting CCTV are the more developed terminal channels in the local children's industry in more than 800 enterprises.

For such enterprises, the advertising of CCTV children's channel is conducive to further enhancing the popularity and reputation of the brand, especially for channel upgrading. For example, many stores are optimized from small shops to children's exclusive stores or children's living centers. Through advertising on the most high-end media platforms in China, it can undoubtedly play a good role in high altitude pulling.

In addition, Xie Jiasheng believes that advertising on the CCTV is not the only channel. With the advent of the Internet era, micro-blog marketing and other emerging marketing models are beginning to emerge. How to make rational use of the network platform to carry out three-dimensional and interactive marketing on the traditional media platform is worthy of promotion by the vast number of children's enterprises.