Text | WeChat public account "food-gnosis" (ID: food-gnosis)
Gujing Gongjiu will be on the Spring Festival Gala again in 2023, and since 2016, this regional wine company has sponsored the Spring Festival Gala for 8 consecutive years in order to nationalize.
The Spring Festival Gala, officially opened in 1983, has been a new folk custom in Chinese for 39 years. I don't know when it started, the audience suddenly lost interest in the show, but they had another alternative hobby - launching the "fire eye golden eye" to find advertisements. At the special time of national celebration, every second can get hundreds of millions of exposure, and the stage of the Spring Festival Gala has also become a battlefield for brand owners without gunsmoke.
In the past seven years, Gujing Gongjiu has strongly brushed the screen with marketing investment at second-by-second prices on the Spring Festival Gala, and in the 2023 Spring Festival Gala, Gujing Gongjiu is still not absent. With the traffic password of the Spring Festival Gala, can Gujing Gongjiu open the door to the national market?
Anyway, the effect of sponsoring the Spring Festival Gala in the past 7 years, up to now, Gujing Gongjiu has not been widely recognized by consumers across the country, and it is still a regional liquor brand produced in Bozhou, Anhui.
For eight consecutive years of the Spring Festival Gala, Gujing Gongjiu was obsessed with "Chinese New Year's Eve rice" marketing
With the Spring Festival approaching, the Spring Festival Gala has become one of the hot topics of discussion.
Along with the Spring Festival Gala, there is also Furui Gongjiu, which has appeared as a "national liquor" for eight consecutive years. In the upcoming Spring Festival Gala in the Year of the Rabbit, Gujing Gongjiu will appear on the screen again, and the audience of the Spring Festival Gala will be seen at the Chinese New Year's Eve dinner with hundreds of millions of people.
Since its opening in 1983, the Spring Festival Gala has accompanied Chinese audiences around the world for 39 years. 39 years is enough time for Ganquan to become a good place. Today, the Spring Festival Gala has been internalized as one of the "new traditions" of the Spring Festival and has become the most influential Chinese-language evening program in the world.
According to preliminary statistics, as of 24:00 on January 31, 2022, the average viewership of the live TV broadcast of the Spring Festival Gala in the Year of the Tiger reached 21.93%, and the number of new media direct on-demand users reached 4.932 billion. In 2022, new media direct and on-demand users reached 4.932 billion, a significant increase over the previous year. The first vertical screen Spring Festival Gala has a cumulative number of views of 200 million, and users under the age of 30 account for more than 50% of vertical screen users, with a total of 360 million likes.
The huge audience base and the unique reunion attribute of the Spring Festival make the commercial value of the Spring Festival Gala not to be underestimated.
Although the Spring Festival Gala is inevitably complained about by the audience every year, it is undeniable that it is still a super big IP that can attract the attention of hundreds of millions of people.
WeChat popularized the operation of WeChat red envelopes by implanting the Spring Festival Gala, successfully reversing people's impression that WeChat is a simple communication tool.
As a festive program, the Spring Festival Gala coincides with the Chinese New Year's Eve dinner time on the day of the Chinese New Year's Eve, and is naturally bound to attributes such as "Spring Festival", "reunion" and "family". Enterprises related to these keywords are more willing to "show their faces" at the Spring Festival Gala.
Public information shows that among the top companies in the 2019 CCTV National Brand Plan that has not been officially certified, fast-moving consumer goods companies and home appliance companies with household attributes such as liquor, dairy products, and condiments occupy a large wall.
On the festive day of family reunion, baijiu has always Chinese an indispensable cultural symbol on the table. The time and place are favorable and the people are under it, and the liquor advertisement and the Spring Festival Gala have a natural high fit.
For liquor brands, appearing at such a festival party that represents "happy reunion" not only saves enough exposure, but more importantly, people are more likely to have a natural sense of identity and closeness to the brand in the show in a joyful festive atmosphere.
But behind the high rewards, there is often a high risk and high payout. In 2016, LeEco won 71.99 million gold advertisements for the 30-second countdown to the Spring Festival Gala, with an average of 2.4 million per second; In 2017, when the 30-second countdown gold owner was replaced by Xiaomi, the advertising cost was 44.57 million, with an average of 1.48 million / second, and in 2018, "Monster Hunt 2" invested 100 million to win the gold 60 seconds, with an average of 1.66 million / second.
From this set of data, it is not difficult to see that although the commercial value of the Spring Festival Gala continues to decline as a whole with the enrichment of entertainment methods, it is undoubtedly a sky-high marketing investment for enterprises in terms of absolute value.
This can't help but ask, as a long-established wine company, why does Gujing Gongjiu, which has appeared for eight consecutive years, have such a strong obsession with "showing its face" at the Spring Festival Gala?
Liang Jinhui, chairman of Gujing Gongjiu
Old Ji, can he still go a thousand miles?
According to the data, Gujing Gongjiu has specially invited CCTV Spring Festival Gala for 8 consecutive years from 2016 to 2023 to send Chinese New Year wishes to Chinese people around the world, promote the enrichment and interpretation of Chinese New Year culture, and explore the relationship between Chinese New Year and Chinese wine.
The marketing method of Gujing Gongjiu on the Spring Festival Gala for 8 consecutive years is unique among Chinese liquor brands.
In fact, for alcohol and soft drink companies, marketing and advertising have never been a "one-size-fits-all" miracle. In 2018, Hainan Coconut Island, which fell into a loss-making situation, tried to reverse the loss by increasing marketing investment.
In that year, the advertising expenses of Hainan Coconut Island reached 202 million, a surge of 392.88% compared with the same period in 2017, and with a large number of promotions, the promotion expenses of Hainan Coconut Island increased by 53.63% this year. Most of these expenses were invested in the alcohol business, but soaring advertising and promotional fees did not have the desired effect, and according to the year's financial report, Hainan Coconut Island's revenue fell 34.8% compared with the same period last year.
Placing advertisements on the super IP of the Spring Festival Gala is actually a dangerous move for Gujing Gongjiu to survive in a desperate way.
In the past, Furui Gongjiu also had its own glory era.
Gujing Gong wine is produced in Hezhou, Anhui, and its origin can be traced back to the first year of Jian'an, when Cao Cao offered the "Nine Brewed Spring Wine" produced in his hometown to Emperor Xian of Han, hence the name "Tribute Wine".
The predecessor of Furui Gongjiu in the commercial sense was the "State-owned Hao County Furui Distillery", which was established in 1959. After decades of development, the brand value of Gujing Gongjiu has exceeded 10 billion, becoming the largest liquor brand in Anhui.
In 1996, Gujing Gongjiu was successfully listed on the Shenzhen Stock Exchange and Hong Kong Stock Exchange, making it the first liquor brand in China to be successfully listed.
But there is always a shadow behind the brilliance, and for Furui Gongjiu, challenges always follow.
On the one hand, in Anhui, the land of the dragon of Gujing Gongjiu, later challengers are challenging its supremacy.
In the past, there was a kouzi cellar that was established earlier than Gujing Gongjiu and was also a state-run background; Later, since 1994, Wuliangye has reached technical cooperation, and the introduction of Wuliangye brewing technology has been used to compete with Gujing Gongjiu for the name of "Gongjiu".
Although compared with Gujing Gongjiu, which has a huge revenue of tens of billions and occupies 32.32% of the Anhui market at its peak, there is still an order of magnitude gap in Kouzi Cellar, and it is difficult to compare with Gujing Gongjiu in terms of brand awareness. However, the two will have a market share of 11.65% and 7.81% in Anhui Province in 2022, respectively, and have become favorable competitors for Anhui's "wine king" after catching up with Gujing Gongjiu.
On the other hand, in the battlefield outside Anhui, "nationalization" is the greater challenge and demons of Gujing Gongjiu.
In today's consumption upgrading, nationalization and high-end transformation have become the core topics that Gujing Gongjiu cannot avoid.
For Gujing Gongjiu, which has sat in the sixth place in the country, if you want to continue to develop, it is an indispensable move to go out of Anhui to the whole country.
But this move, Gujing Gongjiu is particularly difficult.
According to the data of the 2022 half-year report, central China contributed 7.877 billion yuan of revenue to Gujing Gongjiu, and the proportion of revenue was still as high as 87.51%, which shows that Gujing Gongjiu has not yet fully achieved nationalization.
For the liquor industry, brand upgrading is one of the themes of industry development, liquor as the cultural inheritance of traditional Chinese skills, cultural recognition in the market is particularly critical, "cultural IP" will inevitably become the focus of the next liquor competition, Gujing Gongjiu must gamble on the fate of its own to seize the opportunity, behind the advertising fee is the lack of popularity, the helplessness of the national breakthrough.
It is difficult to get recognition after walking out of Anhui, which may be the motivation for Gujing Gongjiu's frequent appearance at the Spring Festival Gala.
What is more noteworthy is that the Spring Festival Gala, a good medicine, is effective on the dilemma of Gujing Gongjiu?
Under the ambush on ten sides, can the flow of the Spring Festival Gala help Gujing Gong kill the encirclement?
Judging from the current results, the Spring Festival Gala traffic feast really made Gujing Gongjiu feast.
The main product vintage pulp series in the Spring Festival Gala advertisement became a hit, and sales showed a leapfrog growth trend, and even out of stock. In 2020, Gujing Gongjiu launched a high-end "vintage puree Chinese New Year's Eve", priced at 2,099 yuan / bottle, which caused consumers to rush to buy in the three official flagship stores of Tmall, Jingdong and Suning.com, and the high-end transformation of Gujing Gongjiu was successfully tested.
But how long this glory can last has become the sword of Damocles hanging over the head of Gujing Gong wine.
With the improvement of the quality of life of the public and the emergence of diversified entertainment methods, more and more people gradually lose interest in the Spring Festival Gala. Especially in recent years, after the Spring Festival Gala, the most common thing everyone said was: "The Spring Festival Gala is becoming more and more boring." The Spring Festival Gala has become the background sound of everyone's Chinese New Year's Eve dinner from the main entertainment of people in the past.
The data shows that the ratings of the Spring Festival Gala in the past 3 years are also the lowest ratings in history, and the ratings in 2020, 2021 and 2022 are only 20.63%, 23.26%, and 21.93% respectively.
This is an era of rapid change, and even TV programs such as the Spring Festival Gala, which once occupied a monopoly position and are full of feelings, are facing challenges from various local stations and audience dissatisfaction caused by insufficient program innovation. If an enterprise cannot refine its gold, how can it be evergreen? Furui Gongjiu is walking on a tightrope related to the fate of the brand, culture and quality are the two ends of the balance beam, and if you don't pay attention to it, you will fall into the barrier of overmarketing.
We must see that hope and challenge coexist. Throughout the entire liquor industry, the trend of branding, quality and concentration is becoming more and more obvious, and the extrusion growth trend is unstoppable. Consumers' demand for a better life is gradually increasing, and the product quality requirements are becoming more and more stringent, if they cannot adapt to the market, it is bound to struggle in the competition.
And traffic is not a panacea once and for all, the public's attention is fleeting, LeEco, which won the gold advertisement of the Spring Festival Gala in 2016, broke out in November of that year "tight funds", in the early years, the WIFI master key was almost necessary for everyone, and in 2016, after walking around the Spring Festival Gala, it gradually faded out of the public's sight. In 2019, Baidu's red envelope sponsorship caused the daily activity of the night to rush to 300 million, but after the Chinese New Year's Eve, the APP's traffic fell back to the usual level. After throwing thousands of dollars overnight, the bamboo basket was empty, and I couldn't help sighing.
With the benefits of economic recovery and the gradual recovery of consumption scenarios, can Gujing Gongjiu win the siege with the influence of carefully built brand culture? Iron also needs to be hard, want to achieve national and high-end transformation, but also in the product and target market channels to deeply cultivate hard work, the acceleration of the national process can not be separated from the combination of soft and hard power, traffic will become popular small fresh meat, but only the comprehensive strength forged by innovation and high-quality development, is the ultimate key to the enduring nature of the enterprise.