If you ask about a common growth memory born in the 90s, the annual New Year's Eve party will most likely become a candidate.
In 2005, Hunan Satellite TV, which became popular due to "Super Girl", brought the audience's enthusiasm for singing talent shows to the "New Year's Eve concert". Zhang Liangying, Zhou Bichang, Li Yuchun and other supergirls took turns on stage, refreshing the world with a brand-new operating model. The ratings of the annual party. When
waited until 2008, under the correct demonstration of Hunan Satellite TV, Jiangsu Satellite TV, Zhejiang Satellite TV, and Dragon TV also tried out New Year's Eve concerts. By 2011, 16 satellite TVs had joined the "battlefield" of the New Year's Eve concert. In the situation where the Spring Festival Gala was locked by CCTV, the New Year's Eve Gala gradually became a challenge for provincial satellite TV platforms.
The New Year's Eve party in 2020 is still lively. CCTV, Hunan Satellite TV, Jiangsu Satellite TV, Dragon TV, Beijing Satellite TV, Zhejiang Satellite TV are all competing in the evening. Internet video platforms such as iQiyi and Station B have also joined the battle for user attention. As for " wild wolf disco", multiple versions were derived overnight.
For the loyal post-90s audience, there are also brands that appeared at the New Year's Eve party. 15 years ago, it was a special show for Mengniu and Yili. Since then, mobile phone brands such as OPPO and vivo have led the way. This year, what is impressive is the injection of Internet blood from Xiaodu and Pinduoduo. The annual New Year's Eve party of
is not only a vane of "top stars", but also a barometer of the change of national brands.
01 The battle for the "C position" of the brand side
After the annual New Year's Eve party ends, there will always be such a voice: In the era of high cost of actors, special effects of stage and red envelopes, and constant red envelope interaction, the New Year’s Eve party is early It has become a "not very profitable" activity, so much so that a New Year's Eve party program producer bluntly said that "it has been popular for more than ten years, and it has lost more than ten years."
is just a voice of doubt from the outside world, and does not affect the attitude of the brand side. The New Year's Eve party is still the focus of the brand side, and even tens of millions of dollars are used to compete for the C position. One of the answers to
may be the ratings of the New Year's Eve party.
According to the data given by Kuyuneye, in the 2020 New Year's Eve competition, Hunan Satellite TV ranked first with 3.85% of live broadcast attention, with a market share of 23.52%, and CCTV ranked first with 1.72% of live broadcast attention. Second, the market share reached 10.5%, and even Zhejiang Satellite TV, which was “bottomed” by the complaints, also had 0.44% of live broadcast attention.
is also the data report of Kuyuneye. In 2019, there are only a few TV series such as "Glory Times" and "In the Distance" with a live broadcast attention of more than 2%, accounting for only 3.9% of the total star TV series throughout the year. The only period drama "Daming Fenghua" outside "Do You Know" was broadcast on the star, and only got a live broadcast of just over 2%.
If a popular TV series is a traffic node, a New Year’s Eve party with many stars is no different from a traffic matrix. Moreover, the ratings of TV series are often uncertain in one way or another, while the New Year’s Eve concerts can be booked for explosives. For example, please come to a top-tier finale, or spend a little thought on the programming, it is not difficult to guarantee the basic ratings.
The second answer lies in its attractiveness to young people. Although
does not have the powerful traffic aggregation capabilities of CCTV Spring Festival Gala, the New Year's Eve party has long become a popular symbol, especially the "concert" program format, which firmly captures the young people with the strongest consumption power.
For example, in the New Year's Eve feast that just ended, each David saw his "hands-off". Jiangsu Satellite TV uses the sci-fi elements embodied in black technology such as AR and drones; Hunan Satellite TV is full of electronic sound youth, modernity and technological sense of the "work" stage; Dragon TV veteran artists and young fresh meat mix and match performance; and even CCTV has invited popular young actors such as Guan Xiaotong and Zhang Ruoyun... to attract the attention of young people.
At least the ratings of third-party agencies have proven the effectiveness of this strategy. While it has almost become an inevitable trend for young people to stay away from TV, one after another New Year’s Eve concerts have brought young people back to TV. And contributed more than half of the audience.
is not difficult to understand the enthusiasm of the brand, on the one hand it is a considerable aggregate traffic, on the other hand it is the most valuable young groupBody, and the ability to carry goods has long been verified. At a time when demographic dividends are gradually disappearing and high-value traffic is scarce, the New Year's Eve party is destined to be a must for top brands.
02 The "dynasty change" of national brands
is just that when the New Year's Eve party becomes the "high-quality standard" in the eyes of the brand, it invisibly raises the entry barrier for brand cooperation. The direct sign is the year-on-year growth of the naming rights threshold. It also confirms the statement that the four-hour New Year's Eve concert seems to be the year-end inventory of the entertainment industry, but it is also a mirror of the progress of national brands. The same is true for
. In the evolutionary history of the New Year's Eve party for more than ten years, the brands that are named or key cooperation have undergone changes in three eras.
From 2005 to 2009, fast-moving consumer goods represented by Mengniu and Yili can be said to be frequent visitors at the New Year's Eve party. Although there are also brands such as China Mobile, Nokia, OPPO, etc., they still belong to the era of fast-moving consumer goods as a whole. Just like the strong binding of Mengniu yogurt and Hunan Satellite TV, it is almost inscribed in most youthful memories of post-90s in.
From 2010 to 2016, the presence of FMCG products such as Mengniu, Yili, and Jiaduobao increased unabated, but it did not stop the rise of mobile phone brands such as OPPO, vivo, and Gionee. After all, this period belongs to the best era of smart phones. In the face of huge market increments, OVs have invested billions in advertising expenses each year, and naturally they will not miss the New Year's Eve party that young people regard as carnival.
However, since 2017, the former “king” Jiaduobao has retired from the market. While Huawei, OPPO, and vivo maintain their presence, Internet brands represented by Pinduoduo, Kuaishou, and Xiaodu have begun to rise strongly.
is typical of the "Jianghu Showdown" of the New Year's Eve party in 2020. Pinduoduo won the naming right of Hunan Satellite TV, and Kuaishou became the naming dealer of Dragon TV. Douyin continued to take root in Jiangsu Satellite TV. The market share of Xiaodu in 2019 increased rapidly. Smart speakers, on the four major platforms of CCTV, Dragon TV, Hunan Satellite TV, and iQiyi, have repeatedly brushed their sense of existence in the form of multi-line combat. In fact, they have become the brightest brand feast this year. The role of the eye.
is different from brainwashing collaborations such as oral broadcasting or advertising in previous years. Internet brands such as Xiaodu have more and more diversified gameplay. For example, at the CCTV's New Year's Eve red envelope event, Xiaodu and the host Lan Yu shared red envelopes to the audience; at Dragon TV’s New Year's Eve ceremony, Xiaodu had a close dialogue with Li Xian as the chief intelligent assistant; In Hunan Satellite TV’s New Year's Eve concert, Xiaodu interacted with He Jiong as "old friends"; at the New Year's Eve party of the Internet video "Big Brother" iQiyi, Xiaodu's figure appeared frequently...
From the New Year’s Eve party led by FMCG, to mobile phone manufacturers taking turns to dominate the screen, to the Internet brand represented by Xiaodu becoming the new lord, a wave of new national brands appears almost every five years, and so quickly The evolution of the pattern is by no means an accident.
03 A brief history of post-90s consumption
It is not difficult to give a reasonable explanation for the brand changes in the New Year's Eve party.
is either a capital game or the original law of economic development. It is interesting to link brand iteration with changes in young people's consumption behavior, but one can draw this conclusion: the history of the C position in the New Year's Eve party , It is also a brief history of post-90s consumption, and it is not difficult to be seated:
Mengniu, Yili and others are active on the New Year's Eve stage, precisely when most of the post-90s adolescence, is also the most core consumer group of dairy drinks;
OPPO, vivo and other mobile phone manufacturers are optimistic about the era of the New Year’s Eve party, which corresponds to the post-90s college era. In the eyes of mobile phone manufacturers who take the trend and fashion as their selling point, such consumers must firmly grasp it;
will start after the 90s In the beginning of the year, when the consumer concept is gradually taking the family as the main body, the emergence of new home smart entertainment terminals such as Xiaodu smart speakers can be described as the right time.
follows this logic. Brands such as Xiaodu have grown rapidly in a very short period of time, and almost all satellite TV platforms are willing to cooperate with them. There are also two basic logics that can be used for reference.
is the endorsement of market shipments first. zAccording to a market report given by Strategy Analytics, a well-known third-party authoritative data organization, the global smart speaker shipments in the third quarter of 2019 have reached 34.9 million units, a year-on-year increase of 54.5%. Among them, the shipment of small smart speakers is as high as 4.3 million units, a year-on-year increase of 130%, and its market share has ranked among the top three in the world for several consecutive quarters.
Referring to the critical point of 69 million sales generally recognized in the industry, smart speakers have already bid farewell to the fate of "flash in the pan" and are at full capacity to penetrate the entire market. For satellite TV, which has tasted the sweetness of the golden age of fast-moving consumer goods and smart phones, there is no reason to reject smart speaker head brands such as Xiaodu. Moreover, home smart entertainment terminals such as Xiaodu happen to satisfy the appetite of young people.
is followed by a win-win cooperation model.
Compared with the New Year's Eve concerts of different satellite TVs, it is an indisputable fact that the form is old-fashioned and homogenized. How to give the audience more freshness has become a realistic topic. At least from the trend of drones, AR and other elements being put on the New Year's Eve stage, the sense of science and technology may be the solution that the program group wants to seek. Xiaodu's outing at the New Year's Eve party directly proved this point. According to the "Intelligent Technology Analysis and Maturity Evaluation of Smart Speakers" report issued by the Chinese Academy of Sciences, the Xiaodu series of smart speakers is the only product with an understanding rate of over 90% in terms of understanding and understanding user instructions; it is meeting user needs In terms of experience, Xiaodu also scored first in satisfaction in the evaluation. It is precisely the leading advantage in intelligence. The small degree of precision hits the pain points of the program group, and it also leaves more room for cooperation between the two parties.
It is foreseeable that when post-90s, post-95s and other "Internet aborigines" gradually become the main force in the consumer market, brands such as Xiaodu that focus on intelligence will have more and more say in the New Year's Eve party.
04 Written at the end of
to make a summary, from fast-moving consumer goods to smart phones to smart speakers, the change of national brands is inseparable from the natural law of brand growth:
First, user needs determine brand value, which is the case in the New Year’s Eve party In the activities that reflect the will of young people, the changes in the needs of young people directly affect the advancement and retreat of the brand side; second, social trends influence the power map, and the C-bit cooperation brands of the New Year's Eve party range from FMCG to digital products to smart products. It is itself a projection of social trends in the advertising market.
In short, each era has its own national brand, and the New Year's Eve party is just a channel to convey this news to the audience.
