CCTV's implementation of "Liquor Restriction Order," will give wine companies to promote the promotion of what impact? Will the subversion of the existing brand structure lead to the promotion of the “golden list†of the wealthy and noble families to strengthen the momentum of attacking the city, and what are the brands of liquor brands that are kept out of the threshold? How to maintain your own brand image and market position?
In fact, the CCTV 2012 gold resources advertisement bidding meeting is still full of wine and fragrance. The “Liquor Limiting Order†makes the “cake†of CCTV resources even more expensive, but one fact that cannot be ignored is that with the rationality of consumers. The degree of globalization is getting higher and higher, and the effectiveness of traditional advertising has been greatly reduced, while alcohol companies have been more calm in their treatment of the market. They are trying to achieve more accurate and more effective dissemination at a limited cost. From this point of view, the "Liquor Restriction Order" may shut down the door of liquor brands holding high and fast fame, but at the same time it also opens the window of inspiration for marketing innovation.
The "narrow" era of the information explosion is also a value. A famous saying by John Wanamakers is widely circulated in the marketing community: "I know that at least half of the costs of communication are wasted, but the problem is that I don't know exactly what half. After experiencing the great ups and downs of the era of advertising wine, liquor companies are particularly impressed with this.
In this regard, Ding Jingbo, general manager of Shenzhen Strategic Power Marketing Planning Co., Ltd. believes that in today's increasingly fierce competition in the wine market, many companies hope that the source of the article, Huaxia Jiubao, will win the eyeball effect through advertising bombing, but due to lack of personality and products For reasons such as lack of features, it has fallen into a vicious circle of “increasing market input and worsening communication effectsâ€. “The role of communication is actually like a postman. Its function is to send product information to the audience who comes into contact with the media. The key word is the audience. The communication effect is not necessarily proportional to market investment, but it must be closely related to the number of audiences.â€
However, under the catalysis of modern communication technologies such as electronic networks, the era of information explosion has already come. On the one hand, different platforms and different forms of communication media have severely diverted audience resources. If a company chooses a distribution platform that is out of its audience base, it The effect is necessarily unsatisfactory; on the one hand, it is the emergence of strong communication media and the concentration of a large number of audience resources. However, this scale advantage is accompanied by the complex structure of the audience. Perhaps only a small part of the audience is needed by the company, but they have to Paying according to the overall value of the audience's scale also brings heavy cost pressures to the company; it is particularly worth noting that because of the large number of advertising information gathered on the strong media platform, various categories, different positioning in the same category, etc. Concentrated together, the lack of classified and filtered information makes the audience feel tired, and even avoids it intentionally or unintentionally. As a result, products and brands are widely known but they are highly prized.
To sum up, it is the lack of necessary preparations for liquor companies in the age of information explosion. The promotion concept is still confined to the previous year, even a continuation of inertia and inertia, lack of innovation, lack of targeted communication channels, and intensified costs. low.
Perhaps it is time to think differently. What about the transition from "advertising" to "narrowing"?
Alcohol consumption behavior is basically dominated by products and brands, and can be extended to specific contents such as quality, style, culture, and appeals. This requires that the company's communication behavior is more accurate, and only the real target consumer groups will deliberately accept the above. message. “Narrow†actually means focusing—focusing on resources, focusing on information, and focusing on the audience’s attention. Ultimately, it forms an in-depth understanding and recognition of products and brands, turning “famous†into “purchasing powerâ€.
In recent years, Focus Media has thrived throughout the country, and to a certain extent has shown that the value of “narrow†has been increasingly recognized. With more reasonable input and more accurate classification, why would liquor companies fail to do so?
Restricted external forms to open up a cultural vision CCTV “Liquor Restriction†addresses not only the number of alcohol advertisements, but also puts stricter requirements on the type of alcohol advertising: There will be only 12 strong liquors in the bidding period. Enterprises can broadcast commercial advertisements. Other liquor companies can only broadcast image advertisements during this period, and they must not display elements such as “bottles†and “wine glassesâ€.
Although the relevant documents have not yet been formally introduced, many liquor companies have taken precautions to prepare image ads and commercials. They are prepared and prepared.
Looking at the ultimate goal only, commercial advertisements and image advertisements are different in terms of form and content, but different routes are all the same as the promotion of the brand. However, in the long-term consideration of extending the culture of alcoholic branding, there is a bit of inspiration.
“Bottlesâ€, “glassesâ€, etc. are important symbols of alcoholic products, but they are by no means the only way to display the image of alcoholic beverages. We often see the image display of foreign wine companies, a family history of continuous transmission, and a light and shadow. The lush greenery garden is full of humanistic feelings and ecological charm, giving people a deep impression and savoring taste. Consumers' sense of identity on wine products is more from the psychological resonance of cultural appeal. In contrast, the wine advertisements that are commonplace in China, wine bottles, wine glasses are everywhere, but its debut on stage is completely centered on the core ideas of cultural communication? If not, what is the value of each second and each frame of advertising cost invested by the liquor company for these mechanical symbols?
In a sense, this restriction on the form of advertising may, on the contrary, promote alcohol companies to open up a cultural vision and try to provide more effective ways of transmission.
In this regard, Ding Jingbo analyzed that since the “advertising wine†became extremely popular in the past, the image of the wine industry has long been in a state of “hardiness, lack of liveliness,†and of course, it has also produced a lot of classics. Brand growth has played a positive and effective role in promoting. However, due to the proliferation of quantity and the homogenization of content and form, it has been difficult for consumers to identify with it, and the effect of communication has gradually declined. Ever since, more companies have begun to try soft communication methods. New situations such as event marketing and implanted advertising are favored. For instance, Maotai has taken a shine at the Expo and Luzhou Laojiao has taken photos based on the development history of its own brand. The large-scale television series “Deep Lane†deepens the use of these forms to liberate the forms and contents of alcohol culture promotion and brand promotion. It also plays an important role in infiltrating the target audience. On the one hand, it can relieve the resistance of consumers. Psychology, on the one hand, subtly influences the brand's consciousness into consumers' consciousness.
Say goodbye to the broader issue of the “one-man show†stage. Return to the original question in this article: How much influence does CCTV “Liquor Restriction Order†have on branding in the liquor market? Without this position, the communication between alcohol brands and consumers becomes more difficult?
May wish to start with the "communication" with consumers. The advertisement campaign and promotion war of liquor brands can be described as protracted. Companies are willing to invest in real money. They just want to open a "golden" channel for communication with consumers. But how much does this "communication" make sense? No matter how exquisite and deductive the production of wine advertisements is, it is ultimately a “one-man show†without a partner. The fact that big sales are promoted, small sales are promoted, and sales are not promoted also remind us that this is essentially It is a game that stimulates interests and is far from communicating with consumers.
The appearance of the "Liquor Limiting Order" may cause some companies to leave with a bit of a glorious stage to leave the "one-man show", but if it can strengthen the two-way communication with consumers, the stage will become broader.
Taking the promotion of the super female voice sponsored by Mengniu Acid Yogurt in 2005 as an example, the real marketing communication can be done to the extreme, which can directly increase the purchase degree and can also effectively increase the loyalty. The actual effect is often astonishing. Ding Jingbo specifically analyzed that this promotion can be attributed to three specific ways:
One is the interaction of network promotion. The two games “Mengniu Lianliankan†and “Super FANS†are provided on the Internet. When players play extremely high scores, they can upload game results. Finally, Mengniu selects several players and distributes gifts. ;
Followed by the promotion of terminal interactions, such as holding large-scale benefit activities in the Super Women's Competition City, especially in the vicinity of large squares and shopping malls, launching activities such as “Young Girls Competitionâ€, “Mengniu Sour Milk and Sour Milk, and Watching Super Girlsâ€. Create atmosphere, attract more target groups to participate in it, and experience it personally, thus effectively promoting brand image and appeal, and leaving a deep imprint in the minds of consumers;
In fact, terminal promotions can also be combined with “communicationâ€. For example, Mengniu’s “buy six, get one free†promotion, after all, consumers are still concerned about price factors, as a cut-throat, while boosting sales, every six Box of sour milk is provided with a set of scratch cards. Consumers can get the opportunity to participate in the “Mengniu Sour Milk Super Girls Summer Campâ€. This in turn underscores further brand communication and can be described as interlocking and deepening. .
Therefore, the real factor that can affect the brand structure of the liquor market is not the redistribution of advertising resources by the “Liquor Restriction Order,†but the deep communication between the company and consumers in the context of brand-driven consumption. This influence should be Positive and benign is a catalyst to promote the concept of alcohol marketing.
In fact, the CCTV 2012 gold resources advertisement bidding meeting is still full of wine and fragrance. The “Liquor Limiting Order†makes the “cake†of CCTV resources even more expensive, but one fact that cannot be ignored is that with the rationality of consumers. The degree of globalization is getting higher and higher, and the effectiveness of traditional advertising has been greatly reduced, while alcohol companies have been more calm in their treatment of the market. They are trying to achieve more accurate and more effective dissemination at a limited cost. From this point of view, the "Liquor Restriction Order" may shut down the door of liquor brands holding high and fast fame, but at the same time it also opens the window of inspiration for marketing innovation.
The "narrow" era of the information explosion is also a value. A famous saying by John Wanamakers is widely circulated in the marketing community: "I know that at least half of the costs of communication are wasted, but the problem is that I don't know exactly what half. After experiencing the great ups and downs of the era of advertising wine, liquor companies are particularly impressed with this.
In this regard, Ding Jingbo, general manager of Shenzhen Strategic Power Marketing Planning Co., Ltd. believes that in today's increasingly fierce competition in the wine market, many companies hope that the source of the article, Huaxia Jiubao, will win the eyeball effect through advertising bombing, but due to lack of personality and products For reasons such as lack of features, it has fallen into a vicious circle of “increasing market input and worsening communication effectsâ€. “The role of communication is actually like a postman. Its function is to send product information to the audience who comes into contact with the media. The key word is the audience. The communication effect is not necessarily proportional to market investment, but it must be closely related to the number of audiences.â€
However, under the catalysis of modern communication technologies such as electronic networks, the era of information explosion has already come. On the one hand, different platforms and different forms of communication media have severely diverted audience resources. If a company chooses a distribution platform that is out of its audience base, it The effect is necessarily unsatisfactory; on the one hand, it is the emergence of strong communication media and the concentration of a large number of audience resources. However, this scale advantage is accompanied by the complex structure of the audience. Perhaps only a small part of the audience is needed by the company, but they have to Paying according to the overall value of the audience's scale also brings heavy cost pressures to the company; it is particularly worth noting that because of the large number of advertising information gathered on the strong media platform, various categories, different positioning in the same category, etc. Concentrated together, the lack of classified and filtered information makes the audience feel tired, and even avoids it intentionally or unintentionally. As a result, products and brands are widely known but they are highly prized.
To sum up, it is the lack of necessary preparations for liquor companies in the age of information explosion. The promotion concept is still confined to the previous year, even a continuation of inertia and inertia, lack of innovation, lack of targeted communication channels, and intensified costs. low.
Perhaps it is time to think differently. What about the transition from "advertising" to "narrowing"?
Alcohol consumption behavior is basically dominated by products and brands, and can be extended to specific contents such as quality, style, culture, and appeals. This requires that the company's communication behavior is more accurate, and only the real target consumer groups will deliberately accept the above. message. “Narrow†actually means focusing—focusing on resources, focusing on information, and focusing on the audience’s attention. Ultimately, it forms an in-depth understanding and recognition of products and brands, turning “famous†into “purchasing powerâ€.
In recent years, Focus Media has thrived throughout the country, and to a certain extent has shown that the value of “narrow†has been increasingly recognized. With more reasonable input and more accurate classification, why would liquor companies fail to do so?
Restricted external forms to open up a cultural vision CCTV “Liquor Restriction†addresses not only the number of alcohol advertisements, but also puts stricter requirements on the type of alcohol advertising: There will be only 12 strong liquors in the bidding period. Enterprises can broadcast commercial advertisements. Other liquor companies can only broadcast image advertisements during this period, and they must not display elements such as “bottles†and “wine glassesâ€.
Although the relevant documents have not yet been formally introduced, many liquor companies have taken precautions to prepare image ads and commercials. They are prepared and prepared.
Looking at the ultimate goal only, commercial advertisements and image advertisements are different in terms of form and content, but different routes are all the same as the promotion of the brand. However, in the long-term consideration of extending the culture of alcoholic branding, there is a bit of inspiration.
“Bottlesâ€, “glassesâ€, etc. are important symbols of alcoholic products, but they are by no means the only way to display the image of alcoholic beverages. We often see the image display of foreign wine companies, a family history of continuous transmission, and a light and shadow. The lush greenery garden is full of humanistic feelings and ecological charm, giving people a deep impression and savoring taste. Consumers' sense of identity on wine products is more from the psychological resonance of cultural appeal. In contrast, the wine advertisements that are commonplace in China, wine bottles, wine glasses are everywhere, but its debut on stage is completely centered on the core ideas of cultural communication? If not, what is the value of each second and each frame of advertising cost invested by the liquor company for these mechanical symbols?
In a sense, this restriction on the form of advertising may, on the contrary, promote alcohol companies to open up a cultural vision and try to provide more effective ways of transmission.
In this regard, Ding Jingbo analyzed that since the “advertising wine†became extremely popular in the past, the image of the wine industry has long been in a state of “hardiness, lack of liveliness,†and of course, it has also produced a lot of classics. Brand growth has played a positive and effective role in promoting. However, due to the proliferation of quantity and the homogenization of content and form, it has been difficult for consumers to identify with it, and the effect of communication has gradually declined. Ever since, more companies have begun to try soft communication methods. New situations such as event marketing and implanted advertising are favored. For instance, Maotai has taken a shine at the Expo and Luzhou Laojiao has taken photos based on the development history of its own brand. The large-scale television series “Deep Lane†deepens the use of these forms to liberate the forms and contents of alcohol culture promotion and brand promotion. It also plays an important role in infiltrating the target audience. On the one hand, it can relieve the resistance of consumers. Psychology, on the one hand, subtly influences the brand's consciousness into consumers' consciousness.
Say goodbye to the broader issue of the “one-man show†stage. Return to the original question in this article: How much influence does CCTV “Liquor Restriction Order†have on branding in the liquor market? Without this position, the communication between alcohol brands and consumers becomes more difficult?
May wish to start with the "communication" with consumers. The advertisement campaign and promotion war of liquor brands can be described as protracted. Companies are willing to invest in real money. They just want to open a "golden" channel for communication with consumers. But how much does this "communication" make sense? No matter how exquisite and deductive the production of wine advertisements is, it is ultimately a “one-man show†without a partner. The fact that big sales are promoted, small sales are promoted, and sales are not promoted also remind us that this is essentially It is a game that stimulates interests and is far from communicating with consumers.
The appearance of the "Liquor Limiting Order" may cause some companies to leave with a bit of a glorious stage to leave the "one-man show", but if it can strengthen the two-way communication with consumers, the stage will become broader.
Taking the promotion of the super female voice sponsored by Mengniu Acid Yogurt in 2005 as an example, the real marketing communication can be done to the extreme, which can directly increase the purchase degree and can also effectively increase the loyalty. The actual effect is often astonishing. Ding Jingbo specifically analyzed that this promotion can be attributed to three specific ways:
One is the interaction of network promotion. The two games “Mengniu Lianliankan†and “Super FANS†are provided on the Internet. When players play extremely high scores, they can upload game results. Finally, Mengniu selects several players and distributes gifts. ;
Followed by the promotion of terminal interactions, such as holding large-scale benefit activities in the Super Women's Competition City, especially in the vicinity of large squares and shopping malls, launching activities such as “Young Girls Competitionâ€, “Mengniu Sour Milk and Sour Milk, and Watching Super Girlsâ€. Create atmosphere, attract more target groups to participate in it, and experience it personally, thus effectively promoting brand image and appeal, and leaving a deep imprint in the minds of consumers;
In fact, terminal promotions can also be combined with “communicationâ€. For example, Mengniu’s “buy six, get one free†promotion, after all, consumers are still concerned about price factors, as a cut-throat, while boosting sales, every six Box of sour milk is provided with a set of scratch cards. Consumers can get the opportunity to participate in the “Mengniu Sour Milk Super Girls Summer Campâ€. This in turn underscores further brand communication and can be described as interlocking and deepening. .
Therefore, the real factor that can affect the brand structure of the liquor market is not the redistribution of advertising resources by the “Liquor Restriction Order,†but the deep communication between the company and consumers in the context of brand-driven consumption. This influence should be Positive and benign is a catalyst to promote the concept of alcohol marketing.
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