Left hand “Old Iron”, right hand shopping cart, this Spring Festival Gala is a bit busy.
Editor’s note: This article is from WeChat public account “ E-commerce Online ” (ID: dianshangmj), author Yang Niwa.
There are 13 days left. CCTV Spring Festival Gala 2020 will be staged by a crowd of traffic naughty little flowers.
The Spring Festival Gala came earlier this year than in previous years, but the information is more rigorous than ever. It is not known which stars will make a big debut, but advertisers can’t help it.
On January 11, Taobao and CCTV jointly announced that Taobao became the exclusive e-commerce partner for the Spring Festival Gala 2020. In this year’s New Year’s Eve, Taobao will empty shopping carts for 50,000 consumers; the cost-effective 10 billion subsidies will bring 1 billion subsidies to the Spring Festival Gala, and the total value-added subsidies during the Spring Festival will reach 2 billion.
Earlier, Kuaishou has just announced that it will become the exclusive interactive partner for the 2020 Spring Festival Gala, and will issue a cash red envelope of RMB 1 billion on New Year’s Eve.
Just looking at the two advertisers throwing together 3 billion yuan, this year’s Spring Festival Gala can be imagined.
For five consecutive years, the name makers of the Spring Festival Gala have been won by Internet companies. On this occasion, the stage of Jia Huan has become the “bright top” of Internet companies-red envelopes and traffic are flying together to win the title of Spring Festival Gala. Shang is naturally the brightest star.
But in the final analysis, the precipitation of traffic users is the most important thing after this sincerity. The Spring Festival Gala with iron hits, the big test of the flowing advertisers and gold owners is after New Year’s Eve.
The two gold masters are sharing 3 billion
Within a month, two heavy players on the Spring Festival Gala this year have surfaced.
Fasthand became the first “exclusive partner” and set a flag of 1 billion red envelopes, which has attracted the attention of fasthands who have always been Buddhist. After all, this time the cooperation not only preceded the vibrato of the old opponent, but also grabbed the limelight of BAT.
For the fast players, “Is inevitableselect. Douyin has more than 400 million daily active users, and the volcano small video brand merged and integrated. Before the IPO, Kuaishou naturally did not want to tell stories as the industry’s second.
DAU (Daily Active Users) is the sword of Damocles hanging on the fast hand. The founder of fast hand Su Hua clearly stated the goal of achieving 300 million DAU by the end of the year. This Spring Festival Evening traffic entrance , Naturally became an important battlefield for fast players.
In fact, the Spring Festival Gala has changed over the years. For more than 30 years, CCTV Spring Festival Gala continued to introduce new forms of advertising, from the earliest title advertisements to the subsequent interactive prompts with logos exposed, hosted broadcasts, subtitles on the screen, multi-screen interaction, program soft broadcast, Red envelopes are rich and diverse.
“Unforgettable Tonight” always sings the melody that is popular today, and the way of naming merchants has more tricks.
Taobao has announced that it will become an e-commerce partner for Spring Festival Gala this year. Compared with exclusive partners, different identity names are behind the same goal: maximize brand exposure and reach more people.
“Starting internally from September Discuss and research the plan. “Taobao marketing staff member Xie Tao said in an interview with” E-commerce Online “that after the regret of missing the Spring Festival Gala last year, naming the Spring Festival Gala is the goal set this year.
“The pressure in the preparation process is still very high. The name of the Spring Festival Gala requires high capital costs. It also depends on what innovations there are. There are also many tests for the implementation and implementation of specific plans.” Xie Tao said.
Actually, the pressure for the Spring Festival Gala naming does not stop there. According to insiders from CCTV, platforms that can participate in the Spring Festival Evening title competition must have certain strength, and 100 million DAU is almost the initial threshold.
Currently, Kuaishou has not revealed the specific plan for the Spring Festival Gala, but according to LatePost, Kuaishou will also send power generators vouchers and a number of physical products in addition to cash red envelopes to link with Kuaishou e-commerce business.
Taobao announced the specific gameplay in its entirety. Generally speaking, it is still tied to the theme of “e-commerce partners”.
“We are not suitable to talk about features from the perspective of red envelopes. Red envelopes are more suitable for things with special features. Cultural and creative products, poverty alleviation, and empty shopping have become our starting points.” Xie Tao said.
According to Xie Tao, the big Vs including Li Jiaqi, Wei Ya, and Li Ziyi will participate in the poverty alleviation project of this year’s Spring Festival Gala. They will promote the sale of agricultural products through short videos and closely follow the “Reunion Rice” This theme.
NextIn the meantime, the staff of Taobao related projects will be stationed in Beijing, and the content will be continuously followed up with the Spring Festival Evening, and the greater challenge will be on the night of New Year’s Eve.
“More than 300 students will be at the Hangzhou headquarters, while watching the Spring Festival Gala, staring at the big screen to ensure the smooth progress of all links.” Xie Tao said.
The conspiracy of the Internet and the Spring Festival Gala
After 37 years of Spring Festival Gala, it is a rare top IP in China, and such a powerful IP has numerous sponsors behind its growth.
The Spring Festival Gala, the sponsors of the river, and the naming companies of the Spring Festival Gala over the years constitute a “Chinese economic barometer”.
The mainstream sponsors of the 80s are the representatives of the youngest-clocks and bicycles. The mainstream in the 1990s became such home appliance manufacturers as Haier and Midea, and then Guojiao, Wuliangye, Langjiu, Yanghe and other wine brands competed.
In 2015, WeChat Pay entered the stage of the Spring Festival Gala, which also led to the marriage between the Internet and the Spring Festival Gala.
The cooperation between the Internet and Spring Festival Gala almost doubled the sponsorship fee and traffic.
Public information shows that in 2010, the advertising revenue of the Spring Festival Gala of CCTV reached 650 million yuan. By 2018, the Taobao family had spent 300 million yuan.
Another super IP that benchmarks the Spring Festival Gala, the American Super Bowl, this year Fox has sold 60 of the 77 Super Bowl advertising spots, and revealed that two 30-second ads were sold at a unit price of $ 5.5 million. Advertisements set a new record for $ 5.6 million.
So it seems that there is still a lot of premium for the advertising expenses of the Spring Festival Gala.
Ding Dao Shi, a senior Internet analyst, said in an interview with “E-commerce Online” that after the Spring Festival Gala put forward the concept of “opening doors for Spring Festival Gala”, he continued to cooperate with Internet companies in various forms of partners.
This aspect is to increase the revenue of CCTV. The more important aspect is that through the cooperation of Internet companies, it can connect to the current post-95s and post-00s user groups, which has a great effect on expanding the audience.
For Internet platforms, this traffic business is even more indispensable.
According to third-party data statistics of that year, WeChat tied 200 million personal bank cards in just 2 days in the Spring Festival Evening in 2015, and Alipay spent 8 years for this.
In 2018, Taobao replaced it with an exclusive cooperation of 1 billion yuan for the Spring Festival Gala. It brought a new style of interaction for the Spring Festival Gala through family accounts and other methods, and directly harvested 15 times more traffic than the 2017 “Tmall Double 11”.
In 2019, Baidu debuted and gave 900 million yuan worth of red envelopes for this cooperation. The water splash is naturally considerable. The daily peak of Baidu App surged from 160 million to 300 million.
And this year’s combination of two swords, it will be unpredictable what kind of traffic climax will be set off, but it seems that the New Year’s Day party just ended seems to show clues.
This year’s B station New Year’s party successfully went out of the circle, Winning the whole network’s affirmation, behind this “laughing”, it is the sponsors “gather cost-effective tens of billions of subsidies.”
For this reason, Ju-Cost insiders responded to “E-commerce Online”, “The choice of station B is because of its dedicated attitude to art and precise insights to users. This is actually in line with Ju-Cost’s inherent temperament. “Said the insider.
At the same time, the insider revealed that the appearance of the station B party strengthened the mentality of gathering cost-effective 10 billion subsidies. Since January, the enthusiasm for consumers to search for “tens of billions of subsidies” has further increased. At the beginning of January, it reached the level of more than 5 million visits per day, and more than 60% of visitors were consumers under 35 years of age.
It can be said that the success of the B station has unexpected surprises for the cost-effective, and it is even more unexpected.
The Spring Festival Gala, a giant antidote to traffic
Is the Spring Festival Gala really a great book? The answer is probably no.
New Year’s Eve in 2019, according to Baidu’s official statement, the Baidu APP rushed from 160 million to 3 DAU, but the problem immediately appeared. After New Year’s Eve and the first day, the DAU of the Baidu app went crazy and fell directly before the Spring Festival The level is roughly around 140 million.
A hundred million Spring Festival Gala users rushed across the Baidu app like a flood, and left when they came.
If it was said that the previous Internet platform’s demands in the Spring Festival Gala were mainly based on red envelopes, and now that the Internet dividends have peaked, there are still more considerations than the new ones. The Spring Festival marketing has gradually become the year-end test for Internet companies, and they naturally want to gain more benefits in it.
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After 37 years of Spring Festival Gala, it is a rare top IP in China, and such a powerful IP has numerous sponsors behind its growth.
The Spring Festival Gala, the sponsors of the river, and the naming companies of the Spring Festival Gala over the years constitute a “Chinese economic barometer”.
The mainstream sponsors of the 80s are the representatives of the youngest-clocks and bicycles. The mainstream in the 1990s became such home appliance manufacturers as Haier and Midea, and then Guojiao, Wuliangye, Langjiu, Yanghe and other wine brands competed.
In 2015, WeChat Pay entered the stage of the Spring Festival Gala, which also led to the marriage between the Internet and the Spring Festival Gala.
The cooperation between the Internet and Spring Festival Gala almost doubled the sponsorship fee and traffic.
Public information shows that in 2010, the advertising revenue of the Spring Festival Gala of CCTV reached 650 million yuan. By 2018, the Taobao family had spent 300 million yuan.
Another super IP that benchmarks the Spring Festival Gala, the American Super Bowl, this year Fox has sold 60 of the 77 Super Bowl advertising spots, and revealed that two 30-second ads were sold at a unit price of $ 5.5 million. Advertisements set a new record for $ 5.6 million.
So it seems that there is still a lot of premium for the advertising expenses of the Spring Festival Gala.
Ding Dao Shi, a senior Internet analyst, said in an interview with “E-commerce Online” that after the Spring Festival Gala put forward the concept of “opening doors for Spring Festival Gala”, he continued to cooperate with Internet companies in various forms of partners.
This aspect is to increase the revenue of CCTV. The more important aspect is that through the cooperation of Internet companies, it can connect to the current post-95s and post-00s user groups, which has a great effect on expanding the audience.
For Internet platforms, this traffic business is even more indispensable.
According to third-party data statistics of that year, WeChat tied 200 million personal bank cards in just 2 days in the Spring Festival Evening in 2015, and Alipay spent 8 years for this.
In 2018, Taobao replaced it with an exclusive cooperation of 1 billion yuan for the Spring Festival Gala. It brought a new style of interaction for the Spring Festival Gala through family accounts and other methods, and directly harvested 15 times more traffic than the 2017 “Tmall Double 11”.
In 2019, Baidu debuted and gave 900 million yuan worth of red envelopes for this cooperation. The water splash is naturally considerable. The daily peak of Baidu App surged from 160 million to 300 million.
And this year’s combination of two swords, it will be unpredictable what kind of traffic climax will be set off, but it seems that the New Year’s Day party just ended seems to show clues.
This year’s B station New Year’s party successfully went out of the circle, Winning the whole network’s affirmation, behind this “laughing”, it is the sponsors “gather cost-effective tens of billions of subsidies.”
For this reason, Ju-Cost insiders responded to “E-commerce Online”, “The choice of station B is because of its dedicated attitude to art and precise insights to users. This is actually in line with Ju-Cost’s inherent temperament. “Said the insider.
At the same time, the insider revealed that the appearance of the station B party strengthened the mentality of gathering cost-effective 10 billion subsidies. Since January, the enthusiasm for consumers to search for “tens of billions of subsidies” has further increased. At the beginning of January, it reached the level of more than 5 million visits per day, and more than 60% of visitors were consumers under 35 years of age.
It can be said that the success of the B station has unexpected surprises for the cost-effective, and it is even more unexpected.
The Spring Festival Gala, a giant antidote to traffic
Is the Spring Festival Gala really a great book? The answer is probably no.
New Year’s Eve in 2019, according to Baidu’s official statement, the Baidu APP rushed from 160 million to 3 DAU, but the problem immediately appeared. After New Year’s Eve and the first day, the DAU of the Baidu app went crazy and fell directly before the Spring Festival The level is roughly around 140 million.
A hundred million Spring Festival Gala users rushed across the Baidu app like a flood, and left when they came.
If it was said that the previous Internet platform’s demands in the Spring Festival Gala were mainly based on red envelopes, and now that the Internet dividends have peaked, there are still more considerations than the new ones. The Spring Festival marketing has gradually become the year-end test for Internet companies, and they naturally want to gain more benefits in it.
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