In December 2nd, the war disaster hit Tai Ping wheel was released. lilanz Buying more than 20000 commercials for the latest season's promotional films in Denmark. But this is not the first collaboration between Li Lang and the cinema. When the return of Chen Daoming, his spokesman, was released this year, he bought fifty thousand commercials for the movie.

From a large number of TV ads, and now to the brand's activity with the help of entertainment and consumption platform, Quanzhou shoes and clothing enterprises, including lien, are undergoing a transmutation in brand promotion. "Since the listing of the company in 2009, we no longer participate in the bidding of CCTV advertising, and the funds invested are much lower than before, which is about tens of millions per year." Hu Chengchu, vice president of Li Lang (China) Co., Ltd. At present, Li Lang moves the focus of brand promotion to portals, video websites and social networks.

Since 1999, the company that has worked with CCTV has signed the exclusive name of CCTV's two sets of "one person, one world". In addition, in the prime time and column titles of CCTV, there is no Quanzhou. Shoes and clothing The shape of an enterprise.

It is worth mentioning that in the past, CCTV went to Xiamen every year to hold the gold resource advertising regional communication conference next year, but this year it ended unexpectedly. "Most of the people who participated in the Xiamen communication conference in previous years were Quanzhou shoes and clothing enterprises. The CCTV tender scale is reduced this year, and there are no major sports competitions in the next year. In addition, the shoe and clothing industry is declining and there is not much investment in advertising. A lot of factors have led to the cancellation of communication." Wang Zhijian, general manager of CCTV advertising agency and Xiamen run Hua platinum Advertising Co., Ltd. explains.

In fact, communication will be cancelled this year. It has been seen since last year. Last year's communication conference, whether from the number of customers involved or from the overall bid, has shown a downward trend. "Many shoes and clothing brands in Quanzhou already have considerable popularity and reputation. No need to rely on traditional large-scale publicity to enhance consumer awareness, we can say that the" star plus advertising "mode has ended. Chen Baijing, assistant general manager of Limited by Share Ltd, culture and media (Fujian).

　　 New media marketing

Compared with the traditional media's fever, with the rise of new media, the dissemination value of video websites is increasingly recognized by enterprises. At the beginning of this year, Erke He spent 50 million yuan on the exclusive title of Iqiyi variety TV channel, creating the naming record of the video channel alone, which is also the third degree Iqiyi name variety Hongxing Erke group.

According to Wang Zhijian estimates, this year's company customers in video sites and other new media investment than last year at least 30% increase, leveraging the new media will become brand marketing new trend. Many well-known enterprises in Quanzhou have set up departments responsible for website advertising, and the proportion of advertising on the website will account for about half of the company's advertising.

"Online advertising can achieve accurate delivery, which is incomparable to traditional media. It can accurately lock a certain consumer group in a certain area, and greatly improve the advertising conversion rate. For example, for example, the sales volume of a food company in Yunnan, Guizhou and Sichuan is very good. The company has launched a new product which hopes to push the advertisement to the consumers in the area. The website can screen out the users in this area according to the user's IP address. Users can see the advertisement of the food company when they open the video. Chen Baijing said.

Video website advertising is in the ascendant and forced the transformation of advertising agencies. Chen Baijing said that the company is actively cooperating with some video websites.

In addition, social marketing has become the focus of attention of many enterprises in new media. Last month, seven wolves released the first single item of "Internet brand Wolf Totem" in Sina micro-blog, "one of the ultimate shirts". On the day of publication, the topic reading volume was nearly 10 million, and entered the hot topic of Top5. In addition, Zhou Shaoxiong, the chairman of the seven wolf (Fujian) industrial Limited by Share Ltd, sent a letter to the wolf totem mechanism shirt project team on a large scale. Wang Yong, general manager of the business department of the seven wolves, said that in the future, seven wolves will try more to create topics on social platforms, which will attract more people's attention.

Program event binding marketing

In recent years, the high ratings of reality shows have attracted a lot of attention from companies. From the Quanzhou food company, the first season of the Zhejiang TV reality show "daddy came back" was signed by the food company in the first quarter of last year, and the exclusive title of the two season was won by 130 million yuan this year. 30 million

In terms of the strategy of putting into practice, good color heads attach more importance to the fission propagation caused by topic manufacturing. "Fragmentation era is not centered. We need to use real-time effect to perceive consumers' needs in time, so that information can be enhanced through many communication to consumers' memory of our brand. Reality TV is a program that brings topics and promotes information exchange, and will also be a key area for our future marketing." Lin Shaobin, deputy director of the brand marketing department of Fujian good color food Limited by Share Ltd, told reporters that in the past, many traditional TV advertising modes were just a kind of information dissemination. Now the TV programs are pursuing the topic effect of advertisements, including the hot spots and the attention degree. These two messages of Jiao Quanmin's gaze, and even the information that spreads N times, is the purpose of the enterprise to choose the advertising platform and let the brand spread widely.

For the Rio Olympic Games in the following year, the Quanzhou sports brand has also been sponsoring. Recently, PEAK and the Ukraine Olympic Organizing Committee have reached a partnership. This is the first step in the strategic layout of PEAK Rio Olympic Games. "This year and next year, we are preparing for the Olympic Games, there will be some new marketing highlights." PEAK brand center director Lin Guo Zheng said. In addition, in October, 31st degree was officially announced as the official supplier of Rio Olympic Games in 2016, providing over 100 thousand items of clothing for volunteers and technicians on the field.