Text: Li Guangdou.
It's hard to do every year, and it's hard to do it every year, and it's hard to do it every year. Even if you haven't watched the live broadcast of this year's Spring Festival Gala, you can't avoid the topic of the Spring Festival Gala. The Spring Festival Gala is not only a TV program, but also a cultural phenomenon, and the absolute traffic entrance of the global Chinese on Chinese New Year's Eve, the Chinese New Year's Eve global Chinese hope to be reunited and happy, and businesses will naturally see business opportunities. CCTV Spring Festival Gala has been held for 42 consecutive years, and with the rapid development of China's economy in the past 40 years, it has also become popular with many brands.
The first brand that became popular in the Spring Festival Gala was the Universe brand cigarettes. It is not so much that it was popularized by the Spring Festival Gala, but that it was created by the Spring Festival Gala. In fact, before the Spring Festival Gala, there was nothing on the Universe brand cigarettes, and there was a typical topic first, and then there was a product. In 1984, at the Spring Festival Gala of ** TV station, cross talk master Ma Ji wrote and performed a stand-up comedy "Universe Brand Cigarettes", telling the story of a cigarette salesman selling at the Spring Festival Gala. However, at that time, there were no cosmic brand cigarettes in the world, and they were completely a brand made up by Ma Ji.
The speaker has no intention, but the listener has the intention. Far away in Muling County, Mudanjiang City, a small cigarette factory on the verge of bankruptcy, its director looked at the Spring Festival Gala and found business opportunities from this cross talk. So before the end of the Spring Festival, he sent people to Beijing to preemptively register the "Universe Brand" trademark. Since then, the universe brand cigarettes have only begun to sell well in China, becoming the ration cigarettes of many smokers, and the profits and taxes of the most popular ones exceed one billion a year. With the help of the influence of the Spring Festival Gala, the sketches and cigarettes of "Universe Brand Cigarettes" have become the growth memories of many Chinese people, and they have also achieved a historical story of economic development with topics and brands.
The first brand to really advertise in the Spring Festival Gala is the Combas quartz clock. Also in 1984, when the Chinese market was still dominated by old mechanical clocks, Jinan Watch Factory took the lead in applying the international advanced quartz technology to timing instruments, breaking the pattern of mechanical clocks dominating the world, and launched the leading trend of Combas quartz clocks in China. What's more valuable is that Combus took the lead in discovering the huge role of the Spring Festival Gala in brand communication. In 1984, when CCTV won the second Spring Festival Gala, it became the first advertising sponsor of the Spring Festival Gala. At that time, Jinan Watch Factory pulled more than 3,000 quartz clocks from Shandong to Beijing, so that the first Taiwan could not find a place to store products for a while. At that time, few merchants were willing to spend real money to advertise in the Spring Festival Gala, and Combas not only drank the soup, but also saved a huge amount of advertising costs by exchanging in kind.
With the sound of the zero o'clock on the Chinese New Year's Eve in 1984, the advertisement of "Jinan Combas Watch Factory for you" made Kangbasi ring a bell and became popular all over the country, becoming the first watch brand in China with an annual output of more than one million. For the next eight years, the Combas quartz clock chimes the time for the people of the country every year on Chinese New Year's Eve. Unfortunately, the fly in the ointment is that "Combas" is not the son-in-law of Jinan Watch Factory, and its registered trademark belongs to Shandong Light Industrial Products Import and Export Company. Although Jinan Watch Factory signed a 10-year "trademark exclusivity" contract with the import and export company, it still left endless historical troubles, and the changes in the market and future trademark disputes made Combus decline day by day, and it was once on the verge of bankruptcy. Fortunately, the dividends of the CCTV Spring Festival Gala are big enough, and you can eat them long enough. After several adjustments, Kangbasi shifted its business direction from quartz clocks to radio clocks, gradually recovered its vitality, reshaped its radiance, and became the largest supporting manufacturer of intelligent radio clocks and radio wave clock movements in China.
The rapid growth of China's market economy has led to a greater prosperity of China's advertising and marketing communication market, and people have gradually realized the value of the Spring Festival Gala of **TV stations. As China's No. 1 TV station, it has been far ahead in the ratings in the first 30 years of reform and opening up. The annual ** TV station advertising bidding was once regarded as a barometer and weather vane of China's economic development trend to judge, and I also personally participated in the advertising bidding planning of ** TV station throughout the whole process.
The most popular ** TV station advertising tender was in 1997, when Hong Kong returned to the motherland. That year, Qin Chi broke out 3The advertising bid price of 200 million won the title of the king of bids, because the advertising investment in the previous year made the sales of Qinchi liquor hot, and the director of Taichi Distillery said, "Every day, I will give a Xiali (advertising fee) to the ** TV station, and I can open an Audi (sales revenue)." Although Qin Chi was defeated later, the sky-high price of advertising on CCTV was not the main reason, but the control of the visible hand that led to market changes. In 2019, I went to Weifang, Shandong Province to inspect the market and found that Qinchi ancient liquor is still quite influential in the local area, and with the help of the residual temperature of the CCTV brand of Baowang, Qinchi will still sell 500 million sales in 2022.
As a brand consultant of CCTV, since the bidding of CCTV ** advertising in 1994, the author has witnessed the fierce competition and ups and downs of CCTV advertising and Spring Festival Gala advertising. Also in 1997, at the hot scene of CCTV's ** resource advertising bidding, Yili, an obscure and nationally renowned Inner Mongolia brand, could only be named Sun Shan in the bidding. The reason is very simple, because CCTV's advertising ** has risen too high, Qin Chi 3The bid amount of 200 million has greatly raised the threshold of CCTV advertising bidding. Under such realities and conditions, I assisted Yili to find the value depression of CCTV advertising, and won the exclusive title of "Yili Cup: My Favorite Spring Festival Gala Program Selection", and Yili officially became the advertising sponsor of the Spring Festival Gala in 1998 and became famous in one fell swoop.
In fact, at the end of 1997, before the Spring Festival Gala, we began to promote Yili's large-scale brand promotion activities. In order to more accurately disseminate the geographical advantages of the origin of the Yili brand, we created the advertisement of "Yili Continues to Write New Folk Songs of Yuefu": "The sky is blue, the wilderness is vast, and the wind blows the grass and sees the cattle and sheep; The prairie, the fragrance of milk, Yili milk powder is famous. Green food from the prairie, Yili milk powder, Inner Mongolia Yili Group. "With the help of the social attention of the CCTV Spring Festival Gala, we have made Yili's name appear all over the country through integrated marketing communication, and at the same time increase the frequency of advertising, and finally make Yili's brand image deeply rooted in the hearts of the people, and the sales volume has doubled year after year, and it has rapidly jumped from a regional brand to a national brand, further amplifying the advertising value of the ** TV Spring Festival Gala.
The 1998 Yili Cup: My Favorite Spring Festival Gala Program Selection" was a huge success, attracting more and more brands to focus on the Spring Festival Gala. The wealthy Chinese liquor industry has collectively entered the CCTV Spring Festival Gala, and eight famous wines have poured in, and the sponsors of the ** TV Spring Festival Gala have become the world of wine. Speaking of wine, ** TV station Spring Festival Gala also popularized a brand, Guojiao 1573. Before 2012, Zhao Benshan's sketches were the most popular programs of the Spring Festival Gala, and Zhao Benshan at the peak of his life could be half of the home of the ** TV station Spring Festival Gala, which can be called a veritable "nail household" of the Spring Festival Gala. However, in 2012, at the turning point of the development of the Spring Festival Gala, Ha Wen took over as the chief director of the CCTV Spring Festival Gala, and Zhao Benshan withdrew from the Spring Festival Gala stage.
In the Zhao Benshan era of the Spring Festival Gala, in 2010, Zhao Benshan's sketch "Donation" brought the "money journey" of the Spring Festival Gala to the peak, and 4 brand advertisements were implanted in this sketch alone, with an advertising cost of up to 12 million yuan, and the overall advertising revenue of the Spring Festival Gala that year exceeded 6500 million. The most famous product placement in the sketch "Donation" is Guojiao, and Zhao Benshan also temporarily added a word "Guojiao, 1573!" "People think that this bottle alone sells for 1,573 yuan. Guojiao 1573 began to take advantage of the victory and became one of the best brands in China to achieve high-end wine. **The TV station's Spring Festival Gala advertisement has entered the white heat of competition.
In the marketing scene of the wine world, Gujing Gongjiu has also sponsored several consecutive Spring Festival Galas, and even developed a scenario product specifically for the Spring Festival Gala, that is, "Chinese New Year's Eve". "Chinese New Year's Eve" is the most high-end product in the Gujing Gongjiu vintage puree series, which is specially targeted for everyone to have a reunion dinner and celebrate the Spring Festival. When the Chinese New Year's Eve is thirty, I want to drink the wine of the Chinese New Year's Eve, and I firmly grasp the big stage of the festival marketing scene of the Spring Festival Gala.
After the advent of the vertical screen era, Tencent first launched a huge national red envelope grabbing campaign with the help of the CCTV Spring Festival Gala. In 2015, Tencent won the bid for the exclusive new ** cooperation of the 2015 CCTV Spring Festival Gala with 53 million yuan, and distributed 500 million yuan of WeChat red envelopes sponsored by brand enterprises. Since then, the form of Chinese people watching TV has changed, no longer sitting in front of the TV around the fireplace and watching TV, everyone stares at a screen together, but everyone has their own screen. So the Spring Festival Gala has one more entertainment, not only to look up at the Spring Festival Gala, but also to bow down and grab red envelopes. Not to be outdone, Alipay followed in 2016 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. The Spring Festival Gala is the annual peak of ratings and the entrance to the world's largest Chinese volume. With the help of the Spring Festival Gala, Tencent and Alibaba have created a scenario-based marketing on mobile payment. While watching the Spring Festival Gala, everyone shook and grabbed red envelopes, turning the audience's simple behavior of watching TV into an interaction. Whether it is WeChat shaking red envelopes or Alipay Jiwufu, it is through the scene to establish the connection between everyone and the Spring Festival Gala, and finally achieve the purpose of marketing. Starting from grabbing red envelopes, Internet upstarts have taken the Spring Festival Gala as a big stage for marketing, and JD.com, Kuaishou, and Douyin have joined in successively, jointly announcing the highlight moment of the new economy and new business format.
Although CCTV's ** resource advertising bidding is no longer able to be a barometer and weather vane of China's economic development trend, the Spring Festival Gala still represents the rise and fall of Chinese corporate brands to a certain extent. In the 2024 Jiachen Year of the Dragon, the placement of advertisements for the Spring Festival Gala is popular again, and the host broadcasts advertisements orally; The auditorium is prominently displayed; vividly displayed in the performance program; The props are cleverly arranged on the ......According to statistics, Hongmeng Zhixing Wenjie M9, Huawei Mate 60, Honghualang, Jingdong, Xiaohongshu, Wuliangye, Gujinggong, Telunsu, Dream Blue, Wahaha, Xiaomi Auto Su7, China Mobile and GAC Trumpchi have carried out advertising exposure in the 2024 Spring Festival Gala, among which the most limelight is Wenjie. New energy vehicles can be described as a new upstart in the Spring Festival evening of the Year of the Dragon, which also indicates last year's economic highlights and next year's economic development trend.
As soon as the value of the Spring Festival Gala doubled, it was known to the world that not only those popular star actors, but also the driving force for the brand was also very strong. Of course, not all brands on the Spring Festival Gala can gain sustained influence, and the competitiveness of the brand depends on lasting building. In 2016, Country Garden placed advertisements on CCTV in a big way, and even named the CCTV Lantern Festival Gala known as the Little Spring Festival Gala exclusively with Country Garden Forest City, and sold real estate projects in Malaysia with the advertisement of "Next to Singapore, Country Garden Forest City", but now Country Garden's top real estate project overseas is in a very embarrassing situation, just like adding a footnote to Chinese real estate that is boiling oil and flowers are easy to wither.
CCTV Spring Festival Gala has been held for 42 consecutive years, from the earliest cosmic brand cigarettes, Combus quartz clocks, to VCD wars, dairy wars, wine wars, and then to real estate wars, and later the rise of the Internet economy, grabbing red envelopes, live streaming wars, this year's new energy vehicles have taken the lead. The upstarts of the Spring Festival Gala advertising will sing and I will appear, and new consumer industry hotspots are emerging one after another. After the rapid development of the economy, China's economy will usher in the second half, and Chinese brands will also usher in a new transformation.
Part** from the Internet, copyright belongs to the original author).