CCTV Advertising Gold Resources Bidding Quanzhou No Enterprise "Meddle"

A popular law that was popular in Jinjiang ten years ago is

Brand companies drive 10 BMW cars into CCTV every day, and CCTV 5 sets are also nicknamed "Jinjiang channel".

This is, of course, a joke, but it is a reflection of the local enterprises' attention to the CCTV advertising and the great investment.

Nowadays, the craziness and spending money in the past are hard to trace, and perhaps the rational regression after the maturity of the brand.

The day before yesterday, CCTV Golden Resources advertising bidding was settled in 2013. CCTV cut the advertising volume of 15 billion 800 million yuan to a new high.

It is worth noting that the original advertising giant Quanzhou enterprises collective failure.

In 2013, there was no bidding for gold resources in Quanzhou.

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Does the industry environment lead to the gradual return of rationality to the marketing of spring enterprises, or the share of new media that is changing rapidly? The CCTV tender, known as "the barometer of the economy", has also given room to the thinking of local enterprises.

CCTV tender revenue 15 billion 800 million

A 18 year high

Every year, CCTV Golden Resources advertising bidding is regarded as a barometer of China's economy. In 2012, with the rise of video websites and local satellite TV, the advertisement bidding results of CCTV were also concerned.

On the morning of November 18th, the CCTV gold resources advertising bidding conference was officially opened in 2013. The competition was held on the news network, the recording channel, the weather forecast, the news hour, the thank you, the dream chorus and the Chinese Kung Fu.

In previous years, one of the leading resources of CCTV was CCTV1, but there was no separate tender for the evening golden theatre advertising.

Take "news broadcast" as an example, the combined version of the 10 second advertisement six units, the total winning amount amounted to 3 billion 654 million yuan, the total premium rate reached 93%, up 10% in 2012 compared with the same period in 2012; the "news broadcast" time combination annual bid 1 billion 66 million yuan, 62.5% higher than that in 2012; the total price of the base price 352 million yuan, the premium rate as high as 202.84%; plus 3 5 seconds advertising 5 yuan, "news broadcast" suction gold exceeded the yuan.

Finally, according to He Haiming, deputy director of CCTV advertising center, the total amount of advertisement for gold resources advertising in 2013 was 15 billion 881 million 340 thousand yuan, a new high since the tendering of 18 years, an increase of 1 billion 623 million 770 thousand yuan over 2012, the growth rate was 11.388%, which was lower than the growth rate of 12.55% in 2011.

Collective failure of Quanzhou Enterprises

In previous years, CCTV gold resources advertising bidding will be indispensable.

In 2008, XTEP, Jin Ju, Anta, Qipai, tiger and other Quanzhou shoes and garment enterprises were invited to tender. The seven wolves, XTEP, and Jin Ba jointly sold 210 million yuan.

But this year's CCTV gold resources bidding meeting, Quanzhou enterprises have delivered a "white paper": no Quanzhou business has won the bid.

In fact, this phenomenon has appeared since last year.

In last year's CCTV gold resources advertising bidding meeting, Quanzhou enterprises also collectively "lost their voice", without a successful bidder.

From 210 million yuan in 2008 to no one this year, the ups and downs of CCTV advertising tenders in the tendering process are puzzling.

Industry analysts believe that this is because the advertising strategy of Chuen enterprises has changed, and the vision has shifted from CCTV to local media.

Although CCTV is still a strong media, its audience is wide and its recognition is relatively high. For some products that need to be branded nationwide, advertising on CCTV can achieve results in a relatively short time.

However, for some mature products, the market strategy must be changed from branding to regional marketing, and advertising is also essential in some influential places.

An insider told reporters this.

A strong evidence of this pleasant method is that with the reform of TV programs, many local media have become strong competitors of CCTV, especially in advertising revenue.

On the other hand, the "collective silence" of CCTV tendering is a manifestation of its marketing strategy from perceptual to rational.

In the eyes of many people in the industry, advertising marketing should take the conditions of the enterprise as a yardstick and can not see the loud reputation of CCTV.

Many cases of dragging down businesses in order to make an influential advertisement are everywhere.

"It should be pleasing, each enterprise has its own independent development strategy and marketing method, and it is made according to the situation of the enterprise itself.

The practice of putting a lot of advertisements on CCTV was controversial.

This year, Stephen is not on the "king of the CCTV" to make an article, can be pleased to gradually return to rational marketing.

Deputy General of a listed clothing company in Jinjiang said, of course, not competing in gold resources does not mean that Jinjiang brand is fading out of CCTV. There are still many Jinjiang brands in sports, finance, children and other channels.

Humble opinion

@ contented and happy YXL (Wahaha marketing minister Yang Xiuling): originally I have participated in CCTV tender for 19 years, and actively participate in the rational bidding is our aim.

@ Xu Zhihua (PEAK group CEO): is CCTV bidding really an economic barometer? Why do friends around us are very conservative next year, and CCTV can be so good? Why?

@ Li Tai Le agent: Bill man dance, China's barometer of the economy, CCTV tender ing, this year's business is also added to this burn money game.

@ Zhu Xidong: CCTV's advertising bid in 2013 was nearly 15 billion 900 million yuan, a new high.

However, the provincial TV industry is facing fierce competition and serious losses.

SARFT can consider abolishing the provincial, municipal and county level TV stations and integrating them into four or five state-level TV stations, competing with CCTV at the same level.

This can integrate resources, avoid waste, reduce disorder competition, improve the overall program quality, and avoid monopolization.

Viewpoint

Famous marketing expert Yu Fei: rational view of "rich banquet"

In this year's CCTV gold resources bidding, the wine industry has become the ultimate winner. Liquor companies such as Wuliangye, the Yanghe River, Moutai and so on have made brilliant achievements this year.

Although one of the most popular auction links was "news broadcast time", Wuliangye became a leader of 499 million yuan, but Jiannanchun accumulated a total of 609 million yuan in the whole news and news broadcast, and became the champion in 2013.

In contrast, this year, Chuai enterprises collectively "lost their voice".

This is also very much related to the reduction of the processing and manufacturing market in Quanzhou. When the market is not good, most of the Quanzhou brands must take a wait-and-see attitude.

On the other hand, the popularity and popularity of Quanzhou brand has been relatively high after several years of promotion.

In addition, heavy brand and channel, light enterprise internal production management, is also a characteristic of Quanzhou enterprises.

Now we are having a hard time. We no longer rely on crying out, but we are beginning to do some work of internal management.

It is not surprising that Quanzhou enterprises collectively "lose their voice".

Facing the more complex market and economic background, it is far from enough to throw money into advertising.

Only by objectively recognizing the role of advertising and considering the delivery of advertisements in combination with their own capabilities and needs, can we better use the advertising platform to show the image of an enterprise and play a positive role in the development of an enterprise.

As a platform with great influence, CCTV plays a certain role in guiding both enterprises and consumers.

But for small and medium-sized enterprises in Quanzhou to come to Yue, super high advertising prices let them have no chance of this "grand banquet".

CCTV's advertising bidding will gradually become a "big banquet". It is becoming more and more difficult for small and medium-sized enterprises to make use of this platform to make brands.