From the implantation of the Spring Festival Gala, the high prosperity of liquor ......Text |Selling Wine Wolf Team |Southerly.
This year's Spring Festival Gala is even more lively than last year! "In the ** TV station Spring Festival Gala (hereinafter referred to as the Spring Festival Gala) on the 30th day of the Chinese New Year's Eve, the head liquor company once again continued last year's "strong" and continued to appear frequently in the Spring Festival Gala, from the hard and wide before the broadcast to various disguised implants, etc., trying to combine with the content of the Spring Festival Gala and leave a deep brand memory for hundreds of millions of viewers.
It is reported that the 2024 Dragon Year CCTV Spring Festival Gala broadcast on Chinese New Year's Eve on February 9, a total of 9 alcohol brands appeared, becoming the Spring Festival Gala with the highest "alcohol content" over the years.
According to industry experts, at present, the liquor market is at a critical moment of increasing concentration, and leading liquor companies hope to use well-known IPs such as the Spring Festival Gala to open a gap with other brands.
Judging from the information fed back by the market, "they" have indeed done ...... one step ahead
Big Money, Big Impact, Big Reward!
"They" are really rich
The Spring Festival is the grandest and most national landmark traditional festival in China, and it is also an important carrier of the excellent traditions of Chinese culture, carrying the harmonious blood and family affection of the Chinese people and the deep and heavy feelings of family and country.
Watching the Spring Festival Gala together as a family has become an indispensable part of the Spring Festival, and the wonderful performances and brands of the Spring Festival Gala have also attracted the attention and love of the Chinese people. Therefore, even at a time when the TV start-up rate is less than 20%, the CCTV Spring Festival Gala is still the most watched program among Chinese people in the world.
In 2023, liquor companies will focus on taking over from Internet companies, and liquor brands will be one of the main sponsors from the CCTV Spring Festival Gala to the local Spring Festival Gala.
At that time, eight liquor companies monopolized the first time for advertising in the 2023 Spring Festival Gala, and Wuliangye, Yanghe Co., Ltd., Shede Liquor, Gujing Gongjiu, Jinjiu, etc. competed for beauty.
In 2024, the dedication and ambition of liquor companies to the Spring Festival Gala is to "go to the next level", in addition to continuing the inherent cooperation methods in the past, they also present more new ideas and greater investment, and strive to use the Spring Festival Gala stage to greatly enhance the brand power across the country.
It is understood that in the 2024 CCTV Spring Festival Gala liquor brand sponsorship, the largest hand is still Wuliangye, taking out 100,000 interactive gifts, including core products such as the eighth generation Wuliangye, according to the data released by CCTV, the total value of interactive gifts is about 1100 million yuan.
In addition, Langjiu announced that its brand Honghualang is the cooperative brand of this year's Spring Festival Gala; Dream Blue, a subsidiary of Yanghe Co., Ltd., won the exclusive partner of zero o'clock time, and at the same time, it was implanted in some sketch programs; Gujing Gongjiu participated in the CCTV Spring Festival Gala as an exclusive special sponsor; The strong wine under the Jin brand is implanted in the form of oral blessings from the host; In addition, at the Xi'an branch of the Spring Festival Gala, Xifeng wine also appeared.
From a Spring Festival Gala that was swiped by major liquor brands, what can you find? That is, "they" have really made money, based on the 2023 operating data disclosed by the above-mentioned companies, it is estimated that the above-mentioned wine companies in the Spring Festival Gala are basically enterprises with more than 10 billion revenue or sales revenue, and the overall market size exceeds 200 billion yuan.
High investment, high return! In the view of industry insiders, the head liquor companies are willing to spend a lot of money for the Spring Festival Gala, on the one hand, to boost market confidence; On the other hand, it is to drive the sales of its products, empower channels and marketing, win a good start, and boost morale for the next year's sales.
Stock competition will not disappear in 2024
Will the leading wine companies be more profitable?
Since 2023, the liquor industry has suffered a deep adjustment, with weak market demand, slowing down in dynamic sales, upside down, fierce market competition, and increasingly obvious industry differentiation, and the market share continues to concentrate on the head brands with strong brand power and channel power.
The consumption of liquor in the peak season of the Spring Festival in 2024 is better than previously expected by wine merchants, but the overall performance is still not as good as the same period in previous years. In contrast, the sales of the top brands are still growing, and the sales of the second and third-tier brands are difficult.
In this context, industry experts pointed out that China's liquor industry has entered the stock market, and the growth of one has become the development trend of enterprises, and the competition between famous liquors is becoming increasingly fierce under the involution of the industry, and the centralization process of China's liquor industry will be further accelerated in the future.
The serious involution and intensified differentiation also mean that the "market is more concentrated", which is by no means good news for second- and third-tier brands and regional enterprises, but it is an unmissable expansion opportunity for first-line famous wines that have gained a firm foothold in the national market.
According to the feedback of the market terminal, consumers are buying products more and more cost-effective, and the products brought by the well-known brand Volkswagen are better sold.
In addition, "face consumption" has not disappeared, and there is still a demand for 1,000 yuan ** famous wine in the market, which can be seen from the dynamic sales of Feitian Moutai, the eighth generation of Wuliangye, and Guojiao 1573.
Kaiyuan** pointed out that the market has good confidence in the dynamic sales of liquor during the Spring Festival in 2024, especially the dynamic sales of famous liquor products, and the pre-holiday commercial liquor has already had a basic consumption, and the annual meeting, business gifts and banquet scenes have been released. The 2024 Spring Festival sales should be better than the 2023 Spring Festival, and significantly better than the 2023 Mid-Autumn Festival.
List of high-quality authors
In the next 2024, the top famous liquor represented by Mao Wuyang Fenlu will occupy more growth certainty in the recovery environment, which means winning more revenue and net profit. Regional wine companies really need to refuel, and under the squeezing competition, "retreat is likely to be defeat".