**: CBN.
Although the liquor industry is still in a period of deep adjustment, it does not affect the liquor brand to "contract" the 2024 CCTV Spring Festival Gala again.
On the night of Chinese New Year's Eve, Wuliangye, Yanghe Co., Ltd., Gujing Gongjiu, Langjiu, Jinjiu and other wine companies appeared on CCTV Spring Festival Gala.
From the perspective of the industry, the liquor market is currently 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.
The first financial reporter noticed that in the 2024 CCTV Spring Festival Gala liquor brand sponsorship, the biggest stroke is still Wuliangye. In the 2023 Spring Festival Gala, Wuliangye will appear as an exclusive interactive partner and give away nearly 100 million yuan of liquor products. In the 2024 CCTV Spring Festival Gala, Wuliangye will continue to come up with 100,000 interactive gifts, including core products such as the eighth-generation Wuliangye, and the total value of interactive gifts will be about 1100 million yuan.
And other liquor brands are not to be outdone, Yanghe Dream Blue won the naming right of CCTV Spring Festival Gala at zero o'clock for the 4th time, and Gujing Gongjiu continued to participate in the Spring Festival Gala as a special broadcaster.
At the same time, the penetration of liquor brands into the CCTV Spring Festival Gala this year is also deeper than in previous years, and in many aspects of the party, there are liquor brands exposed and implicitly implanted.
In Liu Qian's magic show, behind the playing cards held by the audience behind him is the brand logo of Wuliangye; During the dialogue between the shows, the back of the card is the Wuliangye brand, and the background wall behind it is the brand logo of Honghualang. And the sketch show is also the "hardest hit area" implanted, such as the dream blue wine bottle on the dining table, and the Gujing Gongjiu packaging bag in the hands of the actors, etc.
Although the brand value of the CCTV Spring Festival Gala is being re-evaluated in recent years, liquor companies have become the new financiers of the CCTV Spring Festival Gala for the second consecutive year.
Xiao Zhuqing, chairman of Wuhan Jingkui Technology, told the first financial reporter that although the TV boot rate is now less than 20%, the CCTV Spring Festival Gala is still the highest-rated program among Chinese people in the world. The essence of high-end liquor is a social attribute, and it is the psychological price expectation formed by public cognition. The leading liquor companies are vying to be on CCTV to continue to show their corporate strength, continue to give confidence to channel partners, and continue to strengthen public brand awareness.
It is worth noting that the major liquor companies are not only aiming at the CCTV Spring Festival Gala, but also the local satellite TV Spring Festival Gala has also become the focus of competition for the head liquor companies, and this is also a microcosm of the intensification of the current wine market.
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 Spring Festival is also the traditional peak season of the liquor market, and the reporter visited some dealers in many places before the holiday and learned that the liquor consumption in the Spring Festival peak season in 2024 is better than the previous expectations of 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.
From the perspective of the industry, the performance of the liquor market in this year's Spring Festival peak season is mediocre, and the head liquor companies are gathering together for the Spring Festival Gala to prepare for the next step of market competition.
Cai Xuefei, general manager of Zhiqu Consulting, told the first financial reporter that alcohol consumption is a gathering of consumer goods, and the Spring Festival is the peak season for alcohol consumption, with high consumption frequency, large consumption, and good brand communication effect.
Xiao Zhuqing believes that many famous wines are competing for CCTV in the context of the industry's involution, "CCTV may not be effective, and not CCTV must be effective".
Cai Xuefei also said that China's wine industry has entered the stock market, and the growth of one has become the development trend of enterprises, and the competition between famous wines is becoming increasingly fierce under the involution of the industry, and the centralization process of China's wine industry will be further accelerated in the future.