If you want to summarize the annual keywords of the advertising market in 2023, recovery and change must be in it.
Recently, CTR released the "2023 Advertising Market Data Overview" (hereinafter referred to as the "Report").
The report tracks the advertising of TV, radio, newspapers, magazines, elevator LCDs, elevator posters, cinema videos, street furniture, subways, Internet station channels, airports, train/high-speed rail stations and other omni-channel advertising data, and provides a comprehensive overview of the changes in advertising trends in 2023.
So, what is the performance of alcohol brand advertising and what are the characteristics?
█ In 2023, the advertising market will pick up as a whole
According to data from CTR Media Intelligence, in 2023, the advertising market will increase by 6.0% year-on-year. This is an overall increase of 17% compared to -11.8% in 2022.
In terms of the monthly trend of ad spending, the ad market has returned to positive growth since March, and the year-on-year growth continued to be double-digit in April and May, reaching a one-year peak in both year-on-year and month-on-month in May.
After the increase in June retreated, the growth rate of monthly expenses showed a relatively stable positive growth, and the year-on-year growth in the second half of the year was generally stable.
December saw an 8.9% year-on-year increase and an 8.3% month-on-month increase in spend, indicating that the overall advertising market was gradually recovering amid volatility.
In terms of advertising channels, elevator LCDs, elevator posters and cinema video advertisements all showed double-digit growth; the expenditure on airports, train/high-speed rail stations, subways and street furniture all turned from negative to positive year-on-year; the year-on-year decline in TV, radio and newspaper advertisements narrowed to varying degrees compared with the same period last year; and the decline in magazine advertising expanded.
It can be seen that traditional media advertising based on magazines, radio and television, newspapers, etc. has narrowed significantly, which is behind the shift of users' attention to new media such as the Internet.
Offline channels such as elevators, cinemas, airports, and high-speed rail stations have strong resilience and show a positive growth trend.
In the context of the Internet's attention, many offline channels still have the characteristics of concentrated flow and accurate audiences, which has always been the most important position for brand marketing.
█ Alcohol distribution prefers elevators, the Internet, airports and other channels
In 2023, food and alcoholic beverages will be heavily placed in the overall advertising campaign, but the advertising will drop slightly by 0.1%.
In addition, the pharmaceutical, beverage, entertainment and leisure, and cosmetics/bathroom products industries increased their investment in several industries, with the expenditure on publications increasing by 12.3%, 15.7%, 29.9% and 34.0% year-on-year, respectively.
In 2023, in the list of the top 50 brands in advertising spend in the overall advertising market, there are two liquor brands among them, Luzhou Laojiao ranked 35th, a year-on-year increase of 22.9%, and Xuehua ranked 45th, a year-on-year increase of 103.1%.
Among them, in the alcoholic beverage industry, the advertising of medicinal liquor/tonic wine and liquor-corporate image increased by 27.2% and 23.5% year-on-year respectively.
The consumption concept of rational drinking and healthy drinking has been deeply rooted in the hearts of the people, and the quality and brand consumption awareness of alcohol consumers have been further enhanced. It can be seen that this is also the main driving factor driving the double-digit growth of the two types of advertising of medicinal wine/tonic wine, alcohol and corporate image.
For the channel delivery of alcohol advertising, the advertising cost of elevator posters, Internet stations, airports, and radio channels increased significantly year-on-year, with year-on-year growth of 24.7%, 12.5%, 11%, and 9.4% respectively.
In addition, several channels such as TV, street furniture, and train/high-speed rail stations also increased investment to a certain extent, with year-on-year growth of 3.1%, 2.2%, and 3.3% respectively.
Offline channels such as elevators and airports correspond to white-collar workers and other office workers, as well as high-end passengers and other consumer groups, with accurate audiences and generally high consumption levels, which play an important role in the brand marketing of the wine industry.
At the same time, the wine industry in 2023 is also in a critical stage of marketing power and sales channel transformation, and emerging channels such as live broadcast e-commerce and short video marketing power have shown a significant driving effect, so the year-on-year growth of alcohol on Internet sites has reached 12.5%.
Among these major channels, liquor brands such as Moutai, Luzhou Laojiao, Xinghuacun and Xuehua stand out. As an important component of corporate brand building, advertising data changes also reflect the activity of the industry.
The increase or decrease of the advertising cost of different media platforms can also provide more references for alcohol advertising in 2024, among which trends such as reaching the C-end and online and offline linkage are also expected to become themes throughout the year.
With the intensification of market competition and the diversification of consumer demand, the wine industry has shown diversified trends and strategies in outdoor advertising.
According to the "2023 Outdoor Advertising Industry Advertising Trend Report - China's Elevator TV Advertising Brand Advertising Trends" (hereinafter referred to as the "Report"), beverage brands are strengthening communication with consumers and expanding brand influence through channels such as elevator video advertising, outdoor LED, high-speed rail stations, subway stations and airports.
According to the report, the daily arrival rate and eyeball share of elevator advertisements are second only to Internet advertising, among which elevator video advertisements (elevator TV and smart screen) are the media with the longest average daily contact audience, close to 5 minutes.
█ Wine companies use ladder media to enter the living space of mainstream people
The market has changed, the user has changed, the consumption upgrade has realized the leap from cost performance to face price ratio to heart price ratio, the media has changed, the way of playing has changed, and the detonation of offline living space may be the core of communication.
According to statistics, in 2023, 102 brands in the beverage industry will launch elevator video advertisements in major 25 cities, accounting for 3.5% of all industries. Yanghe Co., Ltd., Jiannanchun, Snow Beer, Budweiser Beer, and Guizhou Guijiu are on the list of the top 30 brands in elevator video advertising in 25 major cities in 2023.
At present, there are three types of elevator advertisements - smart screens, LCDs, and elevator posters. The elevator smart screen is in a dividend period of rapid development, and the price is only 40% of the LCD or elevator poster outside the elevator. At present, more than 1,000 well-known brands have chosen elevator smart screens, which is 5.7 times the number of LCD brands outside the elevator.
According to the report, in 2023, 94 beverage brands will launch elevator smart screen advertisements in major 25 cities, accounting for 3.7%. Yanghe, Jiannanchun, Snow Beer, Budweiser Beer, Dongjiu, and Guizhou Guijiu are among the top 30 brands in the list of elevator video advertising in 2023 in 2023.
From the perspective of the TOP6 brands of smart screens, the brand launch in the second half of the year is more concentrated, and the annual investment volume of Jiannanchun is higher than that of other brands.
█ How does ladder media empower the marketing power of wine companies?
Among the advertising channels of alcohol, the advertising expenditure of elevator posters, Internet stations, airports and radio channels increased significantly year-on-year, with year-on-year growth of 24.7%, 12.5%, 11% and 9.4% respectively.
Elevator advertising has become the focus of attention of the wine industry, how does it empower the marketing power of wine companies?
With the help of ladder media, promote new products and deepen the scene.
Taking Jiannanchun as an example, in January 2023, Jiannanchun launched a new Jiannanchun old wine at a price of 800 yuan, and on June 18 of the same year, it launched a product priced at more than 1,000 yuan, Royal Jiannanchun.
Since the continuous increase in advertising in the first quarter, Jian Nanchun has maintained a relatively stable trend, and successfully won the first place in the official flagship store transaction index of the Tmall platform of the liquor industry during the 618 shopping festival.
In addition, Jian Nanchun has deeply cultivated the banquet scene and further consolidated the competitiveness of the local market with the help of multi-dimensional brand marketing strategies such as ladder media. It is reported that in the first half of 2023, Jian Nanchun will continue to break through in the Chengdu banquet market, accounting for 40%-50% of the market share.
With the help of ladder media, brand culture and concept are disseminated.
Taking Snow Beer as an example, it makes full use of its content marketing power and scene marketing power strategy on the road of exploring fashion and youth.
Snow Beer focuses on the popular entertainment content of the younger generation, cooperates with iQiyi, Tencent Video and other platforms, and integrates popular programs such as "Hot Blood Street Dance Troupe" and "Tomorrow's Son" to establish an emotional connection with young consumers.
#王一博代言勇闯天涯superX#的话题在24小时内, the number of related readings exceeded 460 million, and the topic discussion exceeded 1.955 million.
At the same time, Snow Beer integrates into the life and work scenes of mainstream people with the help of ladder media, disseminates the brand image at high frequency, and continues to expand its influence among young consumers.
The first-round advertising arrival rate of superX was 62%, and the advertising brand mention rate increased by 38%.
In addition, the elevator intelligent screen system relies on big data algorithms, through the accumulation and mining of user data, to form a variety of user tags and portraits, according to the communication needs of brand owners, to achieve accurate matching of users and accurate delivery, and continue to monitor the reach and conversion effect, to achieve "pre-investment screening, investment monitoring, post-investment attribution" of the whole process of intelligent delivery and monitoring.
At this stage, wine companies are constantly increasing digitalization, and by placing elevator smart screen advertisements, they may be able to help wine companies improve the digital marketing chain.
The popularity of elevator media has not decreased, and tutor Peng Xiaodong pointed out that elevator video advertising should match the stage of enterprise development. Advertising in the case of perfect product power and channel power can help enterprises achieve performance breakthroughs, and the building of brand image needs to be adhered to for a long time, which can be piloted from 0 to 1 first, and then promoted from 1 to 10 to N.
█ Multi-dimensional layout of outdoor advertising of wine enterprises
The report shows that in addition to elevator media advertising, outdoor LED, high-speed rail stations, subway stations, airports and other advertising are also valued by leading brands in the beverage industry.
In 2023, among the outdoor LED advertisements in 25 major cities, 61,552 points will be placed in alcohol, accounting for 30.2% of the share, ranking first among 100 industries.
Among the top 20 brands in the number of advertising brands, 8 are from the liquor industry, namely: Moutai, Yanghe, Luzhou Laojiao, Langjiu, Xijiu, Jinjiu, Guotai, and Shuijingfang. In addition, Yingjia Gongjiu has more advertisements on high-speed rail, and Abstract has more intensive advertising at the airport.
Market development, brand first. Mentor Peng Xiaodong: Brand is an intangible and valuable asset for the beverage industry, which represents the establishment of a widely recognized "identification mark" in the entire market, and outdoor advertising can display and promote the brand in multiple dimensions.
Song Shuyu, chairman of the China Liquor Industry Association, once clearly proposed: "Consumers win the world". The wine industry has entered a period of adjustment, and the market competition is becoming increasingly fierce, in this critical period, for wine companies, only by digging deep and attracting more consumer traffic can they ensure sustainable and steady development. By leveraging out-of-home media, beverage brands are able to shorten the distance between them and their target consumers.
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█ liquor "dominate the screen" airport advertisement
According to the data disclosed by CODC Outdoor Advertising Research, the top 10 brands in airport advertising from January to November 2023 are: Bank of China, Guojiao 1573, Du Xiaoman, Hainan Airlines, Xijiu, Yikaide, Feishu, Danquan, Huawei, and Longines.
Compared with the same period in 2022, among the liquor brands, Xijiu and Danquan stood out in the airport launch in 2023 and became the new top 10 brands.
In addition, Guojiao 1573 is also a major advertiser in airport advertising, rising from sixth place in the same period in 2022 to second place in 2023.
The airport is a gathering place for mid-to-high-end consumer groups, with business people and high-end passengers accounting for an important proportion, and this group often has high purchasing power and consumption demand, which is also the main consumer group of high-end liquor.
Therefore, in the high-end construction of liquor brands, airport advertisements can more accurately cover the target consumer groups.
Previously, some media predicted that the proportion of online advertising in alcohol ad spending will increase from 21% in 2019 to 30% in 2023.
In the marketing power of the entire liquor industry, offline advertising still dominates, so advantageous channels such as airports will inevitably be an important position for liquor brands.
Online marketing power is the general direction of the marketing power change of traditional industries such as liquor, but in today's media environment with the flood of short video traffic, content advertising is becoming short, flat and fast, and consumer memory points come and go quickly. "Douyin is more suitable for brands to do explosives" has been a general consensus on brand marketing.
In the past year, liquor brands such as Xijiu and Danquan continued to deepen brand building and strengthen high-end layout. For the precipitation of liquor brand value, offline channels still play an irreplaceable role.
█ Why Xijiu and Danquan?
2023 is the first year of Xijiu Group's journey after its establishment, and it is also a year of continuous growth after it enters the 20 billion mark.
Xijiu achieved sales of 11.6 billion yuan in the first half of 2023, a year-on-year increase of 13%. At the same time, at the 2024 National Distributor Conference held on December 27, Xijiu said that it would successfully complete the goals set by the Guizhou Provincial Government in 2023, and Xijiu Group would successfully complete the annual goals and tasks.
In the past year, when the inventory of the liquor industry was under pressure and the price was inverted, Xijiu as a whole achieved growth against the trend. Yang Weiwei, member of the Party Committee and deputy general manager of Xijiu Co., Ltd., summarized the marketing work in 2023.
On the whole, in the past year, Xijiu has taken Junpin culture as the core, optimized the product structure, innovated the marketing power model, and jointly contributed to the completion of the group's various task indicators in 2023.
Look at Danquan again.
On December 5, 2023, Danquan Liquor held the 2023 National Excellent Distributor Conference, with the theme of "Win in Marketing, Comprehensive Upgrade, Work Together, and Aim to Win".
"Win in Marketing" also seems to be a more direct name for Danquan Liquor's marketing efforts in the past year. Increase advertising in transportation hubs such as airports, deepen brand value marketing by relying on Danpin family banquets, quarterly theme banquets, cave feasts, back-to-factory experience tours, experience halls, etc., upgrade the marketing power model, and empower offline physical stores with online traffic......
A series of marketing power investments to transform the actual performance in 2023. Danquan Liquor disclosed that in 2023, Danquan Liquor will achieve a year-on-year increase of 35% in the Guangxi market and a 55% year-on-year increase in the market outside Guangxi. In addition, Danquan Cave 30 and Cave 15, as its strategic core products and core products of channel operation, also achieved a year-on-year increase of 40% and an overall sales growth of 80% respectively.
In 2023, the soy sauce wine craze will gradually return to rationality, and for the two soy sauce wine brands Xijiu and Danquan, they are each trying to seize the residual heat of market dividends, increase marketing power, and enhance brand value.
The trend of concentration in the liquor industry is becoming more and more obvious, and the sales of liquor are concentrating on top brands and famous liquors. As Li Xue, a value marketing consultant of Danquan, said: "The brand is harvesting the market, and only by becoming a brand can it survive." ”