Author | Zhao Pu
Editor | Gao Yuanshan
Source | Yema Finance
"Watch the Spring Festival Gala and get a 100 million gift package", tens of thousands of facial cleansers for free, and the right to use hundreds of cars for free... With 2024 The countdown to the Year of the Dragon Spring Festival Gala is getting closer and closer, and major Spring Festival Gala sponsors have also begun to enter the final "red envelope" assists.
Starting from the WeChat "Shake" to grab red envelopes in 2015, grabbing a wave of "red envelopes" during the Spring Festival Gala has become another "big event" worth looking forward to while watching the Spring Festival Gala and staying up late on New Year's Eve.
Although the popularity and "thickness" of the Spring Festival Gala's "red envelopes" have weakened in recent years, for sponsors, the Spring Festival Gala is a golden sign, whether it is an Internet enterprise e-commerce platform, food consumption, or even a car brand. Despite giving up the best "show venue", this year's CCTV Spring Festival Gala still has a large wave of "red envelopes" waiting for viewers to grab them.
Among them, the sponsors who attend the Spring Festival Gala and give out "red envelopes" also have their own small ideas, that is, to increase their exposure in front of more than one billion people, and then convert them into their own consumers. So, who will be the “best performers” on the stage of the 2024 Year of the Dragon Spring Festival Gala?
Liquor companies are still the "big players" in the Spring Festival Gala
Liquor companies have always been the big players on the Spring Festival Gala. From the CCTV Spring Festival Gala to the Spring Festival Galas of various local stations, major wine companies are active. And the most active wine companies in the Spring Festival Gala of the Year of the Dragon are It belongs to the three major factories of Yanghe Co., Ltd., Wuliangye and Gujing Gongjiu.
According to "Mustang Finance", the naming rights of this year's CCTV Spring Festival Gala's zero o'clock time were once again won by the Dream Blue brand of Yanghe Co., Ltd. This is the fifth consecutive year that Yanghe Dream Blue has become the exclusive partner of the Spring Festival Gala's zero o'clock countdown.
Wuliangye, another major liquor company, chose the CCTV app as the stage and became the exclusive interactive partner. Viewers can open the CCTV app and click on the "Spring Festival Gala Interaction and Beautiful Gifts" section, or enter the main station's Year of the Dragon Spring Festival Gala live broadcast room to participate in a total of five Interactive lottery.
Wuliangye stated that it will provide 100,000 products for the above-mentioned lottery, including classic Wuliangye, eighth-generation Wuliangye, gold Wuliangye, 1618 Wuliangye and other core products, with a total value of hundreds of millions of yuan.
In fact, this is Wuliangye’s second appearance at the CCTV Spring Festival Gala as the exclusive interactive partner of “Hemeili Li” after the Year of the Rabbit in 2023. According to statistics, the total number of people participating in the Wuliangye interactive lottery during the 2023 Year of the Rabbit Spring Festival Gala reached 108 million. Can this year surpass the previous record?
Gujing Gongjiu is a "three-pronged advance", not only becoming the exclusive sponsor of the CCTV Spring Festival Gala, but also exclusively naming the Spring Festival Gala of Jiangsu Satellite TV and Anhui Satellite TV; in addition, another wine company, Funiang Famous Wine, will join hands with iptv to land on CCTV Dragon Spring Festival Gala.
Judging from the results, as of 14:00 on February 9, the topic #龙腾中国年的狠梦之蓝# on Weibo has exceeded 100 million views, 41,000 discussions, 237,000 interactions, and the topic is original The number is nearly 1,300.
In addition, local satellite TV galas have also become a brand "show" for major wine companies. For example, the exclusive naming rights for the Sichuan and Chongqing Spring Festival Gala are Honghualang, and the exclusive naming rights for the Beijing Satellite TV Spring Festival Gala are won by Qinghua Fenjiu.
According to a new media article published by Caijing, the cooperation fee for , the exclusive title sponsor of the Spring Festival Gala for local satellite TV, is generally 45 million to 55 million yuan, and the cooperation fee for special contracts and partners is 10 million to 20 million yuan. The cost of cooperation between brands and CCTV Spring Festival Gala will be higher. The cost of special cooperation is expected to be 700 million to 800 million yuan. Although the zero o'clock time advertisement only lasts for 10 seconds, the price has already exceeded 100 million yuan.
“Red envelopes disappear” for major Internet companies,
JD.com, Xiaohongshu, and NetEase rush to debut
While wine companies have returned to the C position of the Spring Festival Gala, the enthusiasm for the Spring Festival Gala among major Internet companies has gradually faded. Currently, only Internet companies that have officially announced or made their debut JD.com, Xiaohongshu and NetEase’s Danzi Party.
Following the 2022 Spring Festival Gala, JD.com has once again become the exclusive interactive cooperation platform for the Spring Festival Gala.
As one of the three e-commerce giants, JD.com’s growth has slowed down in recent years, but Liu Qiangdong is naturally unwilling to lag behind. This time, with the help of the Spring Festival Gala stage, JD.com claimed to have prepared “100 million gifts” and also teamed up with Huawei to send out “Huawei Family” Bucket" (including Huawei mobile phones, laptops, tablets, etc.), in addition to the right to use the Wenjie aito m9 is also given away as a major benefit.
Xiaohongshu has reached an in-depth cooperation with CCTV Spring Festival Gala for the first time, and its "Spring Festival Gala Notes and Live Broadcast Sharing Platform" is also the first in history.
Compared with the previous “red envelope” participation method of major Internet companies, this time both JD.com and Xiaohongshu are actually leaning towards monetizing traffic.
For example, although Xiaohongshu has reached a cooperation with the Spring Festival Gala to enable watching the Spring Festival Gala on Xiaohongshu, it does not disclose specific discount information. The main focus is "watch and buy". synchronizes the Spring Festival Gala good product links in the "Everyone's Spring Festival Gala" live broadcast room. This is directly bringing e-commerce to the Spring Festival Gala live broadcast room.
Various brands have also begun to use the Xiaohongshu platform to "grab" the Spring Festival Gala. For example, a skin care brand officially announced that it "has become a facial cleanser sponsor of the Spring Festival Gala" and prepared 14,300 double-tube facial cleansers for free!
In fact, It is not surprising that CCTV chose Xiaohongshu. In addition to Douyin and Kuaishou, Xiaohongshu has become the most familiar e-commerce platform for consumers.
Xiaohongshu’s official website shows that Xiaohongshu has 260 million monthly active users and 69 million creators. The daily release volume of notes exceeds 3 million, and brands have settled in 175,000+. The "community atmosphere" that Xiaohongshu focuses on is something that other e-commerce platforms are temporarily unable to intervene in. There is no reason not to pay attention to this market segment.
In addition to JD.com and Xiaohongshu, NetEase's game "Danzi Party" was featured in "Qi Ge Long Dong Qiang 2024 Henan Spring Festival Gala", and developed peripheral game products, claiming to be featured in three Spring Festival Galas: China Central Radio and Television 2024 Online Spring Festival Gala , Henan Spring Festival Gala and Danzai Island Spring Festival Gala.
Among them, in the "Blind Box of Opera" segment of the Henan Spring Festival Gala, Dan Zai also played seven classic opera roles including Jin Zhi, Qin Qiong, and Lu Bu, co-starring with artists such as Chen Lijun, Li Yunxiao, and Yu Kuizhi.
In addition, as a former "big player" in red envelopes for the Spring Festival Gala, Douyin was not absent, and exclusively sponsored the Hunan Spring Festival Gala, but the red envelopes were not as generous as before.
Looking back at the popularity of the Spring Festival Gala of major Internet companies over the years, I still feel a little regretful. Originating from WeChat’s “Shake” nationwide red envelope competition in 2015, major Internet companies have joined the “Red Envelope” Spring Festival Gala, including Alipay, Kuaishou, Douyin, Baidu, and JD.com. According to statistics from
, during the "Red Envelope" Spring Festival Gala, Alipay invested a total of 1.8 billion yuan, JD.com 1.5 billion yuan, Douyin 1.2 billion, Kuaishou 1 billion, and Baidu 900 million yuan for two consecutive years.
But since 2022, the "red envelopes" of major Internet companies have slowly shrunk. So far, red envelopes are no longer issued with great fanfare. Instead, they are attracting traffic through various complex game links, and the amount of red envelopes is getting smaller and smaller. .
Can the "Golden Signboard of the Spring Festival Gala" help sponsors realize their dreams?
Major sponsors of the Spring Festival Gala certainly hope to use this "golden sign" to bring more sales, and different sponsors also have different actual demands.
For JD.com, its recently released financial results are not popular among industry public opinion. Some media pointed out that JD.com’s revenue growth rate in the third quarter of 2023 was at the bottom, showing a slight weakness.
JD.com’s revenue in the third quarter of last year was 247.7 billion yuan, higher than Alibaba’s 224.79 billion yuan and Pinduoduo’s 68.840 billion yuan, but the year-on-year growth rate was only 1.7%, lower than Alibaba’s 9% and Pinduoduo’s 94%; In addition, JD.com’s non-GAAP net profit attributable to its parent company increased by 5.9% year-on-year, which was also lower than Alibaba’s 19% and Pinduoduo’s 37%.
On the stock market, as of February 8, Pinduoduo’s total market value was US$168.3 billion, while JD.com was only US$34.7 billion. Pinduoduo is 4.85 times that of JD.com, and the gap between the two is even greater.
Although the overall revenue is much higher than that of Pinduoduo, Liu Qiangdong urgently needs a strong wave of traffic to drive the overall sales growth of JD.com.
is also a sponsor of the CCTV Spring Festival Gala, but Yanghe Shares is a different story.
Looking at the performance of the stock market, Yanghe shares experienced four consecutive gains from February 5th to February 8th. The closing price on February 8th was 98.5 yuan/share, with a total market value of 148.4 billion yuan.
Since 2023, Yanghe Co., Ltd. has increased its marketing efforts. In the first third quarter of 2023, Yanghe Co., Ltd.’s sales expenses were approximately 3.562 billion yuan, a year-on-year increase of 40.07%. As expected, it has driven sales growth and its net cash flow from operating activities has increased significantly year-on-year. 554.34%.
Overall, Yanghe's revenue in the first three quarters of 2023 exceeded 30.283 billion yuan, and its net profit attributable to the parent company was approximately 10.203 billion yuan, a year-on-year increase of 14.35% and 12.47% respectively.
Taking advantage of the Spring Festival, Yanghe shares' major categories are ushering in the peak sales season. Among them, 's Dream Blue m6+ gift box (2 bottles, 52 degrees, 500ml/bottle) titled the Year of the Dragon Spring Festival Gala zero o'clock time is priced at 1,219 yuan on JD.com. The price dropped by 46.9 billion yuan, and other categories also saw price cuts ranging from 100 yuan to 400 yuan.
The leading products of Yanghe Co., Ltd. are Dream Blue, Sky Blue, Sea Blue and other series of products. In addition, there are Sujiu, Zhenbaofang, Yanghe Daqu, Shuanggou Daqu, Guijiu, Xingdesi red wine, etc. Among them, the wines with an ex-factory price of less than 100 yuan/500ml are ordinary wines, mainly including Yanghe Daqu, Shuanggou Daqu, etc., and the rest are mid-to-high-end wines with a price higher than 100 yuan/500ml.
Yanghe Shares stated on the interactive platform on February 8 that the current Spring Festival sales are generally in line with the company’s expectations. An analysis by
pointed out that the Spring Festival period is the traditional peak sales season for wine companies, but competition within the industry is still fierce. This year, the trend of price reduction promotions is also more obvious, and the performance of high-end wines is not as good as that of sub-high-end or ordinary wines, and the phenomenon of consumption downgrade is also relatively high. obvious.
Generally speaking, each sponsor must not only pay sponsorship fees to attend the Spring Festival Gala, but also send "red envelopes" to consumers and share promotional fees in order to drive sales and achieve the New Year's wish for performance growth.
Have you grabbed the "red envelope" from the Year of the Dragon Spring Festival Gala? Let’s chat in the comment section.
