Visual China.
Text |Praying Mantis Observation, Author |Blue Moon.Guozong has two "gold fathers", one is the mobile phone "Gemini" represented by OPPO and vivo, and the other is the dairy enterprises represented by Yili and Mengniu.
However, starting from 2022, "reducing costs and increasing efficiency" has become the main theme, coupled with the rapid decline in the output and quality of variety show content, some mobile phone manufacturers have begun to adjust their variety show delivery strategies, and revise the sponsorship model that once cast a wide net to a more targeted and customized delivery.
Compared with the cautious "retreat" of mobile phone manufacturers, dairy companies still do not change their original intentions.
In the first half of this year, Yili's brands have formed continuous cooperation with platform head variety shows such as "Riding the Wind 2023", "The Strongest Brain", "Let's Run", "The Great Detective", "Fifty Kilometers of Peach Blossom Dock", "Cute Detective Detective" and other platformsAlthough Mengniu has slowed down its investment in variety shows, it still maintains the exclusive title of the three programs "Longing for Life 7", "Youth Travel" and "China Rap Showdown 2023";The rising star Junlebao has also participated in some of the platform's head projects, such as "Extreme Challenge 9" and "Youth Travel 4"...
Ren Er's east, west, north and south winds, I don't move, why can dairy companies insist on "binding" with variety shows for decades?Can this "locked" CP usher in a win-win happy ending in the environment of reducing costs and increasing efficiency?
The title fee of variety shows is often hundreds of millions of yuan, and dairy companies are not stupid and money-rich "wronged heads", and they have always been unswervingly smashing money, which has its own reasons.
Advertising should not only look at the audience, but also look at the carrier, among the many film and television carriers, variety shows are the only carrier that has both accurate audience segmentation and ample advertising space.
According to the latest data, in the first half of 2023, the effective feature films of variety shows on the whole network will be as high as 13.4 billion, a year-on-year increase of **4%, of which 5.7 billion will be effective for TV variety shows, 7.7 billion will be effective for online variety shows, and the effective variety shows of iQiyi, Mango TV, and Tencent will also be around 4 billion.
It can be seen that the audience of variety shows is huge, and compared with logical movies and TV seriesVariety shows are loosely structured and fragmented, and they also have their own topicality, artistry and sense of companionship.
Moreover, variety shows also have a clear division of audiences, such as "Youth with You" and "Idol Trainee" are aimed at young people who like talent shows;"It's Not Too Late" and "Love's Choice" are more appealing to the elderly;"It's time to work!".Variety shows like Mom 2" have a more audience of working women of appropriate age.
Dairy companies can accurately deliver to the segmented audience and match more suitable products, for example, implanting infant milk powder in parent-child cute baby variety showsIncrease the investment of milk-containing beverages that are more popular with young people in talent variety shows;In the middle-aged and elderly marriage and love programs, the middle-aged and elderly milk powder is namedIn this way, dairy enterprises can not only broaden the audience of publicity to the greatest extent, but also continue to deepen their influence in vertical segments.
More importantly, at this stage, the dairy industry has gradually begun to enter the "bottleneck period" of developmentFrom January to September 2023, the output of dairy products will be 228620,000 tons, a year-on-year increase of only about 38%。Even under the influence of the Mid-Autumn Festival and National Day consumption recovery, the sales situation of the industry is still not optimistic enough, and it is likely to be even lower by the fourth quarter.
The growth rate of the industry is slowing down, but there are more and more players, and the existing dairy products on the market are relatively simple, the products tend to be homogeneous, and there is a lack of innovative products. Under the trend of involution and upgrading, dairy companies have invariably increased their investment in variety shows.
On the one hand, if you don't put it or reduce it, your friends may take advantage of variety shows to smoothly "upgrade", which not only improves brand awareness and the best degree of the product in the market, but also further squeezes your living space.
On the other hand, if you can "bet" on popular variety shows, it can bring about explosive growth in product sales. Taking Yili as an example, the financial report shows that from 2010 to 2021, Yili's advertising and marketing expenses increased from 3.8 billion yuan to 12.6 billion, a large part of which is variety show advertising investment, which is also with the blessing of variety shows, from 2010 to 2021, Yili's revenue increased from 296600 million yuan rose to 11059.5 billion yuan, net profit from 77.7 billion yuan increased to 873.2 billion.
In this way, dairy companies have to do and must do variety shows.
There are often variety shows, but it is not easy to get out of the circle.
In 2022, there will still be famous scenes such as "Liu Bo Liu Haier Leaves a Scar" and "Wang Xinling "Love You", and in 2023, in addition to variety shows with a decent reputation such as "Let's Farm the Land" and "Summer of the Band 3", they can be used to support the scene, but they are obviously not as good as the previous year in terms of volume and popularity.
In fact, from 2021 onwards, the domestic variety show market has had a downward trendCompared with 2020, the effectiveness of variety shows on the whole network in 2021** has decreased by 14%, and the effectiveness of variety shows on the whole network in 2022 has also decreased by 14% year-on-year.
For dairy companies, this not only means that the choice is getting narrower and narrower, but also means that the difficulty of betting on the "hot style" has also become higher.
First of all, considering the relatively high cost of trial and error in new programs, dairy companies can give priority to the comprehensive N generation, first, because the risk is smaller"Chinese Restaurant 7", "Heartbeat Signal 6", "This!", which were broadcast in the third quarteris Slam Dunk 5", "Overcoming Thorns 3", "All Accelerating 3" and other variety shows have a good audience base.
In addition, from the beginning of the broadcast of the comprehensive N generation, dairy companies can also form a long-term binding relationship with it, and the audience will also form a memory stamp on the brand in the long-term penetration, which is convenient for subsequent transformation.
Taking Yili Zhenxi Ice Cream as an example, it is the total title of "Please Refrigerator" for five consecutive seasons, as the attention of the show increases season by season, the popularity of Yili Zhenxi Ice Cream is also increasing accordingly, and Miaozhen's "2019-2020 Variety Show and Repertoire Sponsorship Trend" shows that after cooperating with "Please Refrigerator", the brand awareness of Yili Zhenxi Ice Cream has reached a significant increase of 294%.
Secondly, dairy companies also need to abandon the previous cookie-cutter implantation methods, such as some blunt and embarrassing oral broadcasts, implantation, and small theaters, to increase the interest and freshness of advertising.
For example, in "Make Life Beautiful", Fei Qiming used Zhen Xi to make fancy ice cream, and Kan Qingzi used Zhen Xi ice cream to try new coffee production, so that more consumers liked this product;During the broadcast of "Riding the Wind and Waves 2", Wang Xinling, who was the most popular, also connected to Zhang Dongliang live as the "new promoter of Jindian Organic Life", which drove the sales of Jindian Jingdong live broadcast room to increase significantly.
Finally, for dairy companies, while trying to "maximize" the value of variety shows, they must also grasp the scale, otherwise, it is very likely to be counterattacked.
In 2021, during the hit broadcast of "Youth with You 3", some fans hired a large number of workers to unscrew the caps of the large amount of yogurt they bought for the list vote, and then poured the milk into the gutter, just because the *** of the vote was printed on the inside of the bottle cap.
Such a wasteful behavior, once exposed, quickly appeared on the hot search, causing heated discussions, on May 9th, iQiyi's "Youth with You 3" program team announced its decision to terminate the recording of the program and cancel the finals. As a sponsor, Mengniu's "Huaguo Light Milk" has also been criticized by a number of official media, which not only officially ended the era of dairy companies leading the show comprehensive investment, but also caused an irreparable negative impact on brand IP.
All in all, the external market is changing, and when the value of variety shows is high, dairy companies can use the rich content of variety shows to expand the content consumption scene, but in today's increasingly involuted market environment, how to maximize the value of variety shows and continue to extend the market imagination space is the primary topic that Yili and Mengniu need to focus on.