Today is the thirtieth day of the Chinese New Year's Eve.
Whether you watch it or not, the Spring Festival Gala will still be the hottest topic tonight.
The sponsor of the Spring Festival Gala, the unknown secret behind it.
In the 41 years since the Spring Festival Gala was launched, major companies have taken turns to appear and compete for sponsorship, some of which are like a flash in the pan, and some are still in full swing.
What industry trends does the rise and fall of sponsors reveal? If you buy ** according to the sponsors of the Spring Festival Gala every year, then you can make a lot of money every year.
The iron-clad Spring Festival Gala, the sponsor of flowing water".
The 2024 Spring Festival Gala of the Year of the Dragon has come to an end, and in addition to the attention of the program itself, the sponsors of the Spring Festival Gala are also concerned.
This year, JD.com's return to the Spring Festival Gala is considered to be facing growth pressure, and it is eager to use the Spring Festival Gala stage to tap more sinking users.
As an important "chronicle" of the spiritual life of the Chinese people, the brand advertising in the Spring Festival Gala is also an "economic history".
In 1984, the Spring Festival Gala introduced sponsors for the first time, and Kangbas Clocks became the sole sponsor, with an advertising cost of 3,000 clocks. From the rapid rise of the Kangbas watch factory after the Spring Festival Gala in 1984, to the production of more than 2 million pieces for three consecutive years since 1989, from 1984 in the following nine years, Kangbas clocks and watches appeared on the stage of the Spring Festival Gala 8 times, "telling the time for you" on the night of Chinese New Year's Eve.
In the 90s of the last century, Confucius Banquet Wine, Qinchi Liquor and other wine companies became sponsors of the Spring Festival Gala, among them, Confucius Banquet Wine won the first bid with 30.79 million yuan. For a time, the advertising slogan of "drinking Confucius banquet wine and making articles in the world" spread all over the streets and alleys. At the end of 1995, Qinchi Liquor took away the king of the standard. At the end of 1996, Qinchi Distillery won the "Standard King" for a second time.
In 1999, the zero hour advertisement of the Spring Festival Gala became the backgammon VCD, and from 2000 to 2002, the zero hour advertisement of the Spring Festival Gala was covered by the cover of Harbin Pharmaceutical No. 6 Factory, Taiji Group Qumei and Harbin Pharmaceutical No. 6 Factory Hutong children's cold medicine. Since 2003, Midea has monopolized the advertising of the Spring Festival Gala for 15 consecutive years (except for the cancellation of the zero time in 2012).
Since 2015, Internet giants have taken turns to appear, and in 2015, Tencent won the exclusive new ** cooperation of CCTV Spring Festival Gala with 53 million yuan, and distributed 500 million yuan of WeChat red envelopes sponsored by brand enterprises; In 2016, Alipay ended with 26.9 billion yuan ** grabbed the exclusive interactive cooperation of the Spring Festival Gala, and took out 800 million yuan of real gold ** to distribute red envelopes;
With the advent of the short ** craze, short ** platforms such as Kuaishou and Douyin have completely exploded. In 2020 and 2021, the exclusive interactive partners of the Spring Festival Gala have successively been spent on these two platforms. In 2022, it will be the turn of JD.com for exclusive interaction in the Spring Festival Gala, and in 2023, major Internet manufacturers will "withdraw" from the CCTV Spring Festival Gala stage, and liquor companies will become the main sponsors, including Dream Blue, Gujing Gongjiu and Qinghua Fenjiu, and among the sponsors of the 2024 Spring Festival Gala, new energy vehicles have become a strong "new force", and the sponsors ** Hongmeng Zhixing M9, Xiaomi Auto Su7 This is also the epitome of the hot and vigorous market in 2023.
After the mobile Internet, which industry will be the next to appear on the stage of the Spring Festival Gala?
Judging from the past rules, all the sponsors of the Spring Festival Gala belong to the consumer-oriented industry.
This is not surprising.
After all, the positioning of the Spring Festival Gala is to appreciate both the elegant and the vulgar, covering the broadest audience.
In addition to enhancing brand awareness, corporate sponsorship of the Spring Festival Gala also hopes to gain a large number of consumers.
Therefore, the next sponsor of the Spring Festival Gala must also be a consumer brand.
In the view of the correct solution bureau, the industry that can take over the mobile Internet and sponsor the Spring Festival Gala may be new energy vehicles.
On the one hand, new energy vehicles have strength, and the industry has emerged giants like BYD and upstarts like Weilai, Ideal, and Xiaopeng, with strong financial resources.
On the other hand, there is a demand for new energy vehicles, the industry is seriously involuted, and the marketing methods are becoming more and more Internet-based, and there is a demand for marketing through the Spring Festival Gala.
Over the past 40 years, the lives of the Chinese people have undergone earth-shaking changes.
The sponsors of the Spring Festival Gala are too"The new for the old", from the traditional small three pieces, to liquor, health products, home appliances, and then to mobile Internet ......
The rise and fall of sponsors of the Spring Festival Gala is not only in line with the consumption trend of Chinese, but also in line with the advancement of China's industry.
Looking forward to the Spring Festival Gala becoming more and more exciting, I wish everyone a prosperous new year!