CCTV Advertising Bidding Is A Bit Cold. Quanzhou Brand Is Very Calm.

On the 18 day of last month, P, hundreds of brand representatives gathered together to compete again for CCTV gold resources in 2014.

To a > CCTV < /a > "throwing money" to advertise is not only regarded as a symbol of the strength of the enterprise, but also a magic weapon for the success of many Quanzhou brands.

However, visibility of "a href=" http://sjfzxm.com/news/index_c.asp "2014" CCTV /a "> prime time" a > Quanzhou brand "/a" will be greatly reduced.

From the change of tendering, we can see the structural changes that are taking place in the entire consumer market and media environment. Now let's look at the details with Xiaobian.

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< p > of course, this does not mean that the "ambition" of local brands has been reduced. Only when the new media is increasingly catching up with the traditional media, they have shifted the way of influencing consumers.

The craziness of the year and the amount of money that had been spent were hard to find.

For the TV media in 2014, all walks of life are cautiously optimistic. It is widely believed that the advertising revenue of CCTV and mainstream TV will continue to grow, but the growth of new media and the rise of other TV shows are full of variables.

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< p > < strong > < a > href= > http://sjfzxm.com/news/index_c.asp > CCTV tendering > /a > Advertising banquet is a bit cold.

< p > in addition to the reduction of the number of spot tenders and the increase of subscription ratio, some professional channels have also adopted regional agency system.

From the change of tendering, we can see the structural changes that are taking place throughout the consumer market and media environment.

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< p > although CCTV has told the outside world that it is "steady and steady", the growth rate of CCTV advertising has slowed down.

With the rising advertising costs of CCTV, the marginal benefits of advertising investment are fading away, and the ratio of input to output has become the primary issue for enterprises to consider.

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< p > "this year is very low-key!" this is a lot of media on 2014 CCTV gold resources advertising site bidding session impression.

This conference, known as the "barometer of China's economy", attracts the eyes of enterprises and spectators from all over the country every year.

After reaching the astonishing quota of 15 billion 800 million last year, CCTV chose to play a low-key role this year, and only about 30 gold advertising resources were offered for public bidding.

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This year, CCTV tendering has gone on the "retrograde road" P.

It is reported that 60% of this year's resources have been sold in advance by way of pre-sale, while only about 40% of the resources are sold on the spot.

This means that the value of signing the subscription has greatly exceeded the part of the on-site bidding, and the on-site bidding has been reduced to "supporting role".

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Zhao Bin, deputy general manager of Chang Rong marketing and media research center, said: "the proportion of subscription resources in 2014 has further expanded. The total value of subscription resources has reached nearly 8 billion 500 million yuan. < a href=" http://sjfzxm.com/news/index_c.asp "> site bidding < /a > the total amount of the tender is nearly 6 billion yuan, the value of subscription has greatly exceeded the site bidding.

From the actual spot bidding amount, the amount of the tender in 2014 was reduced by 4 billion yuan compared with that in 2013, and the actual bidding amount was only 9 billion 300 million yuan.

The number of tendering enterprises has also decreased from 100 to 85.

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< p > CCTV said that the total number of advertising tenders signed in 2014 increased steadily, exceeding 2013.

It is understood that CCTV 2014 advertising bidding pre-sale has seen many new changes, in addition to the reduction of the proportion of on-site bidding, the proportion of subscription increased, some professional channels have also implemented regional agency system.

From the change of tendering of CCTV, we can also see the structural changes that are taking place in the entire consumer market and media environment.

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< p > "enterprises who come to bid on the spot are more and more rational, and seldom appear dozens of rounds of placards. The number of cards has been reduced, and the duration of the tender has also been shortened."

An industry insider who declined to be named in the bidding told reporters, "although the competition is not as intense as in previous years, the price has gone up."

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< p > although CCTV has told the outside world that it is "steady and steady", the growth rate of CCTV advertising has slowed down.

On micro-blog, Li Yinghong, a well-known advertiser, believes that "bidding has not been able to play this way. First, the strong position of TV advertising is impacted by the Internet. The sales of CCTV advertising need to be innovating in the future. Two, the number of tenders is becoming more and more sensitive. If the number is down, who will bear the blow of its confidence in the economy".

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< p > < strong > less than a > Quanzhou sports brand < /a > /strong > /p >

P, CCTV's big advertising campaign has been regarded as one of the secrets of Quanzhou's success.

But reporters found that nearly two years of the tender, Fujian Quanzhou enterprises seem to have become "calm".

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< p > 2014 is the new year of sports events. The top competitions such as "a href=" http://sjfzxm.com/news/index_c.asp "Brazil World Cup" /a ", Sochi Winter Olympic Games, Inchon Asian Games and Nanjing Youth Olympic Games have become the focus of competition among all parties.

Finally, the a > Tmall < /a > won the world cup shooter list media cooperation by 141 million 600 thousand yuan, "a href=" http://sjfzxm.com/news/index_c.asp "> GDB" /a ", with 55 million 90 thousand yuan to win the two place of the 2014 World Cup tournament.

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Less than P, this year, compared with the fast rising advertisements, the enthusiasm of Quan enterprises in CCTV advertising dropped further.

In the industry's words, "this year's CCTV prime time, it will be more difficult to see the shadow of spring enterprises."

On CCTV's bid list, the reporter only found that Jinjiang Fuyuan ranked sixty-third in 47 million 790 thousand yuan.

Wang Zhijian, general manager of CCTV advertising agency and Xiamen run Hua platinum advertising company, told reporters that only a small number of "gold" projects were held for bidding for large sports events, and relevant bidding meetings will be held in April and May next year.

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< p > reporters learned that many enterprises in Quanzhou are more inclined to price fixing targets this year.

Wang Xiaoxi, director of Crayon Shin's new Department, said: "the plan for next year will be determined in December. This year, we will advertise on CCTV's children's channel. Next year, we will continue to consider putting it into practice."

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< p > Fuma, Qipai, < a > 361 degrees < /a > also revealed similar intention, but the specific amount of the launch, many brand executives said they were still making the layout, not yet determined.

For this situation, CCTV brand consultant Li Guangdou said: "there are two reasons for this.

First of all, the resources of the media are more and more abundant. Signing subscription will make it easier for each advertising resource to find suitable objects. Advertisers can also control risks and maximize profits through signing the contract.

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