Looking at TVB, who was waving checks and blocked in various ways by major brands in the news, just wanting to advertise in their new variety show Running, other colleagues said they didn't envy it, which was fake. This is not a self-proclaimed TVB, but a report from CCTV. Many industry peers know that this is true, and even many brand owners have the idea of reducing advertising investment and investing their funds on TVB.
It’s not that these brands have no money anymore. In fact, their advertising investment has increased, but they have invested more funds in this regard to TVB. Whether it is on TV TV or streaming platforms, it is more cost-effective than investing in other peers in all aspects. They are not that they can’t calculate this economic account, but others also have special market research departments.
It can be said that the reason why CCTV conducted special reports on this aspect was to stumbling on TVB to express its dissatisfaction, because CCTV has also been greatly affected. Several major liquor brands are now targeting TVB, and are no longer CCTV that has been working with for many years.
In 2009, the development of the liquor industry was impressive, and it continued to be in the era of tens of millions of liters. The total output of the liquor industry in the whole year was as high as 97.02 million liters, and sales revenue was 536.383 billion yuan.
Among them, the five major liquor production provinces and cities, including Sichuan, Jiangsu, Hubei, Beijing and Anhui, accounted for 66% of the total liquor production in 2018, and the Sichuan province reached 41%. However, the ranking of liquor consumption and production is not consistent. The tp3 provinces of liquor consumption are Jiangsu, Shandong and Guangdong.
Among the five major fragrance types (strong fragrance, sauce fragrance, refreshing fragrance, phoenix fragrance and sesame fragrance), liquor consumption is mainly rich fragrance, with a market share of 5101%.
At the communication level, television media is still the primary choice for wine companies to invest in advertising. The annual advertising investment exceeds 10 billion yuan. In the four years from 2006 to 2009, the advertising investment in liquor increased year by year. In 2009, advertising investment increased by 20%. Among them, the three major festivals of the Spring Festival, Dragon Boat Festival and Mid-Autumn Festival are the peak seasons for the liquor industry.
With the continuous improvement of people's living standards and consumption upgrading, the consumption of high-end liquor, which was previously promoted by the three public consumption, has gradually been taken over by business and mass consumption. The sales and market of high-end liquor have developed rapidly. The oligarchy trend in the industry has gradually stabilized through mergers and holdings, and the concentration has become higher and higher. There has even been a craze for liquor collection and investment, among which Moutai is the most sought after in the market.
There is no doubt about CCTV's influence in China, but CCTV's influence among young people is gradually declining. Young audiences are more watching programs from the three major satellite TV stations. Although the sales of the liquor industry are steadily increasing, the consumer group is gradually getting older, and there are fewer and fewer consumer groups under the age of 30. Most of this group is concentrated on business social engagements and three public consumption.
So TVB, which now has a very strong ratings and is popular among young audiences, has entered the sight of these liquor giants. In addition to the rating advantages of the mainland, TVB also has a high ratings influence in Hong Kong, Macao, Taiwan and Southeast Asia, which is very helpful for them to expand the consumer market, so they have the idea of advertising.
Although Running cannot accept the ad naming and advertising of liquor, there are still some related advertisements to broadcast in the middle. The most important thing is to implant advertisements in TVB's self-made dramas. Aren't Lafite and XO Rentou Ma the Hong Kong dramas that make it popular?
Therefore, the most powerful liquor giants in China have set their sights on this area and come directly to talk about long-term cooperation in the next three years. This has a great impact on CCTV and the three major satellite TV stations. Those who know everything are very clear. The three major funders in the domestic advertising industry are liquor, automobiles and food (including beverage and health products).
Because many cars are state-owned enterprises, they will not be robbed for the time being, but they have also been affected to a certain extent. For example, Porsche is very close to TVB, and almost all the advertising investment is placed on TVB.
Although Porsche has never had any cooperation with them before, it is fake that it is envious, jealous and hateful. Porsche is the most profitable luxury car brand in the world.
The food industry was the biggest impact before. Because liquor itself is not very popular in Hong Kong, foreign wine is more popular there, so it was not very affected at the beginning. However, it is hard to say now. CCTV's annual advertising revenue comes from the liquor industry, and it was stolen, which is really a big loss.
Li Changsheng did not dare to do anything randomly about this, especially after receiving a call from Minister Jing, he decisively asked several major liquor giants to bid for it. They only signed one, and they signed it for three years. Within three years of signing, they would only cooperate with this brand.
Although some advertising revenue is destined to be snatched away, TVB's approach is still reliable. CCTV's attention has been reduced a lot. If you are really ignorant, make money and dare to grab any market, then don't blame me for not telling you the rules.
Li Changsheng knew this, so he took the initiative to make a step back. He was not afraid of the three major satellite TV stations. CCTV was too complicated and Minister Jing couldn't bear it, so he still stopped when he saw it. He didn't really fall into the money eye.
The fourth episode of Running is a gameplay of extreme challenges, that is, to experience and challenge some very special professions, let a group of artists and celebrities do it, and then perform some points rankings and special tasks. Instead of making games with previous jokes, it will be more educational than the previous three episodes, and it is also promoting positive energy.
This time, the arrangement is the most common and rare in Hong Kong. It has a good salary but no one wants to do. To some extent, it is also a kind of job recruitment advertisement.
This type of job with low threshold and high treatment unexpectedly, which many people are commonly known as bamboo shoot workers in Hong Kong. It is outside the traditional high-paying career finance, real estate and retail industry. It is easy to do unexpectedly high salary jobs. Of course, there is no free lunch in the world, and it is definitely very hard to work hard, but it is extremely attractive to netizens and audiences in the mainland.
It’s not that these brands have no money anymore. In fact, their advertising investment has increased, but they have invested more funds in this regard to TVB. Whether it is on TV TV or streaming platforms, it is more cost-effective than investing in other peers in all aspects. They are not that they can’t calculate this economic account, but others also have special market research departments.
It can be said that the reason why CCTV conducted special reports on this aspect was to stumbling on TVB to express its dissatisfaction, because CCTV has also been greatly affected. Several major liquor brands are now targeting TVB, and are no longer CCTV that has been working with for many years.
In 2009, the development of the liquor industry was impressive, and it continued to be in the era of tens of millions of liters. The total output of the liquor industry in the whole year was as high as 97.02 million liters, and sales revenue was 536.383 billion yuan.
Among them, the five major liquor production provinces and cities, including Sichuan, Jiangsu, Hubei, Beijing and Anhui, accounted for 66% of the total liquor production in 2018, and the Sichuan province reached 41%. However, the ranking of liquor consumption and production is not consistent. The tp3 provinces of liquor consumption are Jiangsu, Shandong and Guangdong.
Among the five major fragrance types (strong fragrance, sauce fragrance, refreshing fragrance, phoenix fragrance and sesame fragrance), liquor consumption is mainly rich fragrance, with a market share of 5101%.
At the communication level, television media is still the primary choice for wine companies to invest in advertising. The annual advertising investment exceeds 10 billion yuan. In the four years from 2006 to 2009, the advertising investment in liquor increased year by year. In 2009, advertising investment increased by 20%. Among them, the three major festivals of the Spring Festival, Dragon Boat Festival and Mid-Autumn Festival are the peak seasons for the liquor industry.
With the continuous improvement of people's living standards and consumption upgrading, the consumption of high-end liquor, which was previously promoted by the three public consumption, has gradually been taken over by business and mass consumption. The sales and market of high-end liquor have developed rapidly. The oligarchy trend in the industry has gradually stabilized through mergers and holdings, and the concentration has become higher and higher. There has even been a craze for liquor collection and investment, among which Moutai is the most sought after in the market.
There is no doubt about CCTV's influence in China, but CCTV's influence among young people is gradually declining. Young audiences are more watching programs from the three major satellite TV stations. Although the sales of the liquor industry are steadily increasing, the consumer group is gradually getting older, and there are fewer and fewer consumer groups under the age of 30. Most of this group is concentrated on business social engagements and three public consumption.
So TVB, which now has a very strong ratings and is popular among young audiences, has entered the sight of these liquor giants. In addition to the rating advantages of the mainland, TVB also has a high ratings influence in Hong Kong, Macao, Taiwan and Southeast Asia, which is very helpful for them to expand the consumer market, so they have the idea of advertising.
Although Running cannot accept the ad naming and advertising of liquor, there are still some related advertisements to broadcast in the middle. The most important thing is to implant advertisements in TVB's self-made dramas. Aren't Lafite and XO Rentou Ma the Hong Kong dramas that make it popular?
Therefore, the most powerful liquor giants in China have set their sights on this area and come directly to talk about long-term cooperation in the next three years. This has a great impact on CCTV and the three major satellite TV stations. Those who know everything are very clear. The three major funders in the domestic advertising industry are liquor, automobiles and food (including beverage and health products).
Because many cars are state-owned enterprises, they will not be robbed for the time being, but they have also been affected to a certain extent. For example, Porsche is very close to TVB, and almost all the advertising investment is placed on TVB.
Although Porsche has never had any cooperation with them before, it is fake that it is envious, jealous and hateful. Porsche is the most profitable luxury car brand in the world.
The food industry was the biggest impact before. Because liquor itself is not very popular in Hong Kong, foreign wine is more popular there, so it was not very affected at the beginning. However, it is hard to say now. CCTV's annual advertising revenue comes from the liquor industry, and it was stolen, which is really a big loss.
Li Changsheng did not dare to do anything randomly about this, especially after receiving a call from Minister Jing, he decisively asked several major liquor giants to bid for it. They only signed one, and they signed it for three years. Within three years of signing, they would only cooperate with this brand.
Although some advertising revenue is destined to be snatched away, TVB's approach is still reliable. CCTV's attention has been reduced a lot. If you are really ignorant, make money and dare to grab any market, then don't blame me for not telling you the rules.
Li Changsheng knew this, so he took the initiative to make a step back. He was not afraid of the three major satellite TV stations. CCTV was too complicated and Minister Jing couldn't bear it, so he still stopped when he saw it. He didn't really fall into the money eye.
The fourth episode of Running is a gameplay of extreme challenges, that is, to experience and challenge some very special professions, let a group of artists and celebrities do it, and then perform some points rankings and special tasks. Instead of making games with previous jokes, it will be more educational than the previous three episodes, and it is also promoting positive energy.
This time, the arrangement is the most common and rare in Hong Kong. It has a good salary but no one wants to do. To some extent, it is also a kind of job recruitment advertisement.
This type of job with low threshold and high treatment unexpectedly, which many people are commonly known as bamboo shoot workers in Hong Kong. It is outside the traditional high-paying career finance, real estate and retail industry. It is easy to do unexpectedly high salary jobs. Of course, there is no free lunch in the world, and it is definitely very hard to work hard, but it is extremely attractive to netizens and audiences in the mainland.
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