Guangpiao Jiaduo CCTV fighting who is the main Shenfu

On November 18th, CCTV 2013 Golden Resources Advertising Bidding Competition was held in Beijing. In the “News Broadcasting” 10 seconds advertising bid, Jiaduobao won the bid for the first unit at a price of 86 million yuan, while GP Group won the 4th unit with 60.8 million yuan. Broadcast in the pocket.

In other words, Guangpeng had a low cost of RMB 25.2 million from Bicardo, which accounted for the peak period of herbal tea consumption next summer. “The competition between the two companies in advertising shows that companies value the power of the brand.” Brand expert Li Guangdou told the “Securities Daily” reporter that from the brand point of view, the two are evenly matched, but the channel has more than a step ahead of Guangzhou Pharmaceutical .

Guangyao Jiabao Warfare "News Broadcasting"

Recently, the advertising campaigns of JDB and Wong Lo Kat have attracted the attention of the industry. Since Jiaduobao continued to claim the title of Zhejiang Satellite TV with an exclusive bid of 200 million yuan, Guangyao Pharmaceutical Group stated that it would spend 500 million yuan in gold to crush CCTV and Hunan Satellite TV. In the CCTV tender, the two companies also set up the war in the news network.

At the tendering site, 15 enterprises entered the final bidding process in the first position of the first unit of the “News Broadcasting” model portfolio. The bids were taken from the 68.53 million yuan at the highest price of 885 companies and were directly added to 7000 by 766. Million, following the 885 offer 71 million, 766 followed the offer 73 million yuan, to the final stage, leaving only 766, 885, 688 three companies bidding. After the price rose to 74 million yuan, 688 companies have already withdrawn from competition. 885 companies and 766 companies launched the ultimate duel. Finally, company 885 won the tender for 86 million yuan. According to the official microblogging of CCTV, the 855 company is JDB.

According to the bidding guideline provided by CCTV, the “News Network” 10 seconds advertisement is divided into six units. Each unit is for 2 months. Among them, the first unit is January and February, including New Year's Day, Spring Festival and other festivals. The fourth unit is July and August, which is the summer season when herbal tea consumption peaks.

In the bidding information release center, various media also asked field experts about the advertising campaign between the two companies.

"Guangxi's approach is very correct, and many brands who are interested in the cause of herbal tea are participating and investing together. This is also good for JDB. The rise of JDB does not mean that the death of Wong Lo Kat is there. It will help the two sides compete together to make this category bigger. Like the competition between Pepsi and Coca-Cola, the brand of Coke is more than all the beverage categories and becomes the world’s first beverage. This is the result of two competing efforts.” Deng Delong, general manager of China Strategic Positioning Consulting Co., said in a question from the Securities Daily reporter.

This action of Guangpeng Pharmaceutical helps cultivate the industry. Herbal tea is a category that uses the concept of balance between China and the yin and yang. It is probable that it will be further expanded due to the competition between the two groups, and the share of soda and water products will be suppressed, or it will have the potential to rise to the world. Sex. ”

Deng Defeng also stated that in a market-oriented environment, brands are faced with the challenge of “violence choice”, so any industry will have competition like Wang Laoji and JDB. In addition, any company that wants to be an industry leader must pay attention to the brand of CCTV. Otherwise, even the best products can only be used to dress other people. "The brand position of CCTV is monopolistic. We recommend that the advertising of enterprises in CCTV should be three times as usual."

Li Dongsheng, president of the China Advertising Association, believes: "On the premise of being legal, the ideal is harmony. As long as the two companies do not break the law, the competition is reasonable."

The food and beverage companies actively bidding apart from the "cold tea", the reporter observed the overall positive performance of the beverage brands such as Huiyuan, Wahaha, and Red Bull. Among them, the Huiyuan Group won the first title of “Star Avenue (Super Edition)” with an “astronomical price” of nearly RMB 304 million. Zhao Jinlin, party secretary of the Huiyuan Group, revealed: “So far, Huiyuan has reached 400 million bids for CCTV, including the Spring Festival Gala and Lantern Festival, and according to the site conditions, the company will continue to bid.”

Analysts who do not wish to be named have stated that in recent years, food and beverage companies have continued to grow in the midst of food safety, and have become stronger in the fierce competition in the industry, and the demand for brands has become stronger. Especially in the third and fourth-tier markets, food safety can only be guaranteed by brands. Brands are a commitment to consumers.

The CCTV advertising tender, as the largest media advertising bid activity in China, is known as the "China's economic barometer" and "China's market trend indicator," and has always been favored by enterprises. Although the economic situation is not very good this year, the number of registered companies still exceeds that of previous years.

According to statistics, the total amount of CCTV advertising tenders has maintained a rapid growth since 2002. The annual growth rate in the past five years is much higher than the GDP growth rate. The annual growth rate from 2007 to 2011 reached 15.77% and 18. 14%, 15.29%, 18.47%, 12.5%, with an average growth rate of 16.03%.

This time, the pre-sale amount of CCTV's 2013 Golden Resources Advertising Bid will total 15.881 billion yuan, an increase of 1.623 billion yuan from 2011, an increase of 11.39% year-on-year. Jiannanchun won the title with 609 million yuan.

Any Haiming Deputy Chief of the CCTV Advertising Management Center stated that the pre-sale revenue has risen steadily, and the growth rate is slightly higher than China's economic growth rate. The "Spring River Plumbing Duck Prophet" proposed by the 18th National Congress of the People's Republic of China that China's per capita income should be doubled by 2020. This pre-sale not only reflects the good expectations of the majority of residents for income growth, but also reflects the majority of companies after the 18th National Congress. Market confidence.

The data shows that the domestic advertising market grew by only 4.2% in the first half of the year, of which TV advertising increased by 4.7%, both lower than the GDP growth rate of 7%, while CCTV's growth rate in the first three quarters of this year was higher than the domestic advertising market. And television advertising market average.

CCTV advertising growth is higher than the industry average. He Haiming stated that there are four main reasons. First, this year there are Olympic Games and the European Cup. This is an important project for advertising revenue. Second, CCTV’s channels have been implemented in recent years. With great efforts in the revision and innovation, the influence of many channels and columns has increased day by day and has been favored by the advertising market. Third, in recent years, CCTV has worked with domestic and foreign companies to promote the brand building and product sales of enterprises. Fourth, CCTV this year The business philosophy of “rewarding rich advertising, stabilizing advertising prices, and promoting innovation” has been recognized by the majority of customers.