Some time ago, the Paris Olympics ushered in an important moment--- 100 days countdown. The opening ceremony of the Paris Olympics is scheduled to be held on the Seine.
Paris has successfully hosted two Olympic Games, and now that the Olympics are back in the spotlight.
It is worth mentioning that the battle of marketing power ® of major brands for the Paris Olympics has also begun.
1
Nike in Paris
“Nike On Air”活动
Nike kicks off a new cycle of innovation with its "Nike On Air" event in Paris. At the entrance of the Palace of Blonniar, visitors can visit the giant sculpture of the sports figures created for the event and interact with it through AR technology.
Around a series of new Air technology launches, Nike and 40 top athletes jointly showcased the brand's national team equipment for the Paris Olympics. The event also revealed the basketball team jerseys that will be worn during the 2024 Olympic Games.
Heidi O'Neill, President of Consumer, Product and Brand at Nike, said that Nike will invest the most in media at this Olympics, and that the Paris Olympics will be the most invested and important marketing moment for Nike in years, and that the brand will spend more at this year's Olympics than any previous Olympic Games, and we will see the final results.
2
Iraq uses 800 drones
Light up the night sky of Paris
Tokyo's glory is still here, and the journey to Paris has begun. As the only health food enterprise in China that served both the 2008 Beijing Olympic Games and the 2022 Beijing Winter Olympics, Yili held the theme activity of "Double Yili, Go to Paris Together", sounding the rallying cry to go to Paris together.
Zhang Jianqiu, Senior Executive President of Yili Group, said that Yili, as a "Double Olympic Enterprise", will continue to provide high-quality products for Chinese athletes by relying on its rich experience in competition services and excellent product quality, and help them achieve better results in Paris.
Witnessed by Xu Haifeng, the first gold medalist of the Chinese Olympic Games, Yili officially announced that it would join hands with the Chinese national shooting team to go to Paris.
And also collected from the public what everyone wants to say to Chinese athletes, so that these blessings will be flashed in the night sky of Paris, France with 800 drones, accompanying Chinese athletes to work together to write a new chapter in Chinese sports.
At the same time, Yili also held the "Yiqi to Paris" health run in the Bird's Nest, led by the new Internet celebrity "Little Milk Man". Contribute to the development of national sports with practical actions.
This time, Yili's marketing power is not only a boost to the Paris Olympic journey, but also a cheer for the Olympic athletes, practicing the "Olympic quality" with practical actions, and demonstrating its sincere intentions to consumers.
3
Mengniu broadcast live with a giveaway of Olympic tickets
caused the whole country to boil
Mengniu, as a "global partner of the Olympic Games", is not far behind this time, and launched the marketing activity of giving away tickets to Mengniu when you go to Paris to see the Olympics, which has been read by more than 100 million people and discussed by tens of thousands of people.
The luxury gift package that includes tickets for the Paris Olympics, round-trip air tickets, and hotels has ignited the public's expectations and curiosity.
At the same time, Deng Yaping and Tian Liang and other athletes with high reputation in the sports world were invited to the official live broadcast room of Mengniu, and their influence should not be underestimated, which also made Mengniu's brand activities spread rapidly.
Mengniu's marketing power connects with the public in a younger way, which not only allows the audience to have a sense of participation, maximizes the impression of consumers, but also lays a solid foundation for itself in the dairy market. It is foreseeable that Mengniu will bring more surprises to everyone in the future.
4
The total amount of the LVMH Group's sponsorship
Up to 150 million euros
LVMH, which spent 150 million euros, became the largest sponsor of this year, and was jokingly called "the most fashionable Olympic Games in history" by netizens at this Olympic Games.
As one of the global luxury giants, LVMH's plans to "enter" the Paris 2024 Olympic Games have long been no secret.
In February this year, the Paris Organising Committee unveiled for the first time the Olympic and Paralympic medals designed by Chaumet, and the biggest feature of the medal is that it incorporates pieces of iron that have been preserved during the restoration of the Eiffel Tower. Chaumet pays homage to Paris, the "City of Light", in this unique way, and it is very commemorative.
And the medals and torches of this year's Paris Olympics will be stored in a tailor-made trunk suitcase from LV. This is LV's first design for the Olympic Games, and the two trunks are covered with two of the brand's most famous icons, greatly enhancing the viewing experience.
In the summer of 2024, when the world enters the timeline of the Paris Olympics, what will LVHM bring to everyone?
5
Hermès painters spent 2,000 hours
Draw a poster for the Paris Olympics
The theme poster of each Olympic Games is one of the focus of attention of people around the world.
On March 4, posters on the theme of the Olympic and Paralympic Games in Paris were unveiled at the Musée d'Orsay. The poster's designer, Ugo Gattoni, is a French illustrator and one of Hermès's long-standing collaborators.
He spent four months and 2,000 hours drawing the poster, all by hand.
Just by looking at this picture from a distance, we can see that there are so many rich details hidden in it, and there are so many stories played out in it, as if the whole city of Paris has been transformed into a stadium, which is beautiful.
The poster has been sold online and offline channels of the Paris Olympics official and some partners, and will be an important collectible souvenir of the Games.
Different from the style of the posters of the Olympic Games in previous years, the illustration style with rich details was adopted this time, which not only showed the unique charm of the Paris Olympic Games, but also launched a visual feast for the audience in advance.
6
Adidas products
It covers 41 Olympic sports
Adidas, a world-renowned sports brand, officially released the competition equipment of the national team and athletes in the Paris Olympic and Paralympic Games.
At the launch event with the theme of "Road to Paris", witnessed by more than 75 athletes from 16 countries, including the "Emperor of Long-distance Running" Heller Gebreselassie, rising sprinter Eriyan Knighton, and 110m hurdles world champion Grant Holloway, adidas officially released the "Athletes' Gear Collection" containing 49 shoes, covering 41 different sports, including traditional sports such as track and field, tennis, basketball, as well as new sports such as break dancing and skateboarding, which belong to 9 national teams.
Breakdancing, skateboarding, rock climbing and surfing will all be part of the official competition.
The combination of niche and young people's sports with traditional sports such as track and field and swimming has become the eye-catcher of this event.
Paris 2024 will be the most open Olympic Games to date, and it is also highly consistent with the brand proposition advocated by Adidas.
7
ANTA joins hands with the Chinese Olympic Committee
Launched the "Mountains and Rivers Project"
ANTA and the Chinese Olympic Committee launched an environmental protection campaign and formed a special team. Comprised of Olympic champions, media and outdoor enthusiasts, they walked through the mountains and forests, searching for every missing plastic bottle.
Through green recycling technology, a part of the plastic bottles will be regenerated into a Chinese athlete's medal uniform that can be used for the Paris Olympics, which is the large-scale environmental protection activity launched by ANTA - Shanhe Project.
ANTA's launch of the "Shanhe Plan" is not only because of the brand concept, but more importantly, ANTA has been on the road of sustainable development for 8 years. It not only meets the market demand, but also meets the focus of consumers - green and sustainable.
The prologue of the Olympics has already begun, but for society as a whole, the Green Olympics should last forever.
1
Seize the average ® daily advertising cost of 38.33 million yuan, and Yili dumps a few streets of friends
☞Guangzhanshe 广战神 ® I Teacher Peng 邀请彭小东®导师线下企业内训 I 即学即用,业绩倍增 I ☟
The hands of the "Olympic clock" point to Paris minute by minute.
The 2024 Paris Olympics is less than 100 days away, and the Olympic competition between the two giants of China's dairy industry has also rushed to the hot search many times. Behind the huge marketing power is the declining industry growth rate and the fierce competition among giants.
Observing carefully, it is not difficult to find that Yili and Mengniu are quite influential in many variety shows.
In addition, the two companies also have their own characteristics when it comes to selecting top traffic spokespersons. Whether it is a building light box, outdoor advertising, or bus body advertising, you can see their image. With so many marketing strategies ® for Yili and Mengniu, one can't help but ask, how much money do they invest each year?
Yili's average daily advertising expenditure is 38.33 million
In recent years, Bright Dairy has gradually widened the gap with Mengniu and Yili, the two heroes of the dairy industry, because its investment in brand promotion is more conservative than that of its competitors?
Yili and Mengniu have shown strong aggressiveness in terms of marketing power, and are now the McDonald's and KFC of the dairy industry. In order to seize market share, the two giants have invested heavily in advertising, making it difficult for Bright Dairy to match.
In 2023, Yili's advertising expenses will total 13.991 billion yuan, accounting for 11.1% of its total revenue; Mengniu's advertising expenditure was 7.523 billion yuan, accounting for 7.6% of total revenue; In comparison, Bright Dairy's investment in advertising and marketing is only 967 million yuan, far lower than that of Yili and Mengniu, accounting for about 2.3% of total revenue.
If calculated on a daily basis, Yili's average daily advertising expenditure is 38.33 million yuan, Mengniu's average daily advertising expenditure is 20.61 million yuan, and Bright Dairy's average daily advertising expenditure is 2.64 million yuan.
What is the level of advertising marketing power ® for more than 10% of the revenue? Coca-Cola is one of the most advertising companies in the world.
In 2023, Coca-Cola's revenue will be $45.831 billion, spending about $4 billion on advertising, and about 10% of its revenue will be spent on advertising.
Yili and Mengniu's advertising methods are comparable to those of Coca-Cola, a global food company.
According to the statistics released by the State Administration for Market Regulation, in 2023, there will be a total of 17,000 public institutions and enterprises above designated size engaged in advertising business nationwide, and the total advertising business income of these enterprises will be 1,312.07 billion yuan.
In 2023, the total advertising investment of Yili and Mengniu will be about 21.5 billion yuan, accounting for 1.64% of the entire Chinese advertising market.
China's dairy industry has spent a lot of money
After combing, a number of dairy companies across the country have performed well in terms of their advertising costs.
Note: Feihe's RMB6,709.1 million is sales and distribution expenses, excluding advertising expenses
According to the data, Feihe's sales and distribution expenses in 2023 will be 6,709.1 million yuan, an increase of 2.5% year-on-year, mainly due to the increase in advertising and boat expenses.
Even so, Feihe's gross profit margin in 2023 is still as high as 64.83%, not only crushing any milk powder company in the world, but even most liquor companies.
In recent years, Ausnutria Dairy has successfully led the goat milk market from "niche" to "mainstream", and continued to increase brand marketing efforts ®.
Well-known artists Huang Lei and Tang Yan have joined the Ausnutria family. In 2023, Ausnutria Dairy will invest a total of 1.078 billion yuan in publicity and advertising, accounting for 14.6% of the company's total revenue, and its proportion of marketing investment ® far exceeds that of Yili.
The popularity of the children's cheese stick market, which was all the rage in the past, has taken a sharp turn, resulting in a decline in the performance of Microcoland, which is the main brand of this product.
However, this did not affect the company's large-scale advertising. As of 2023, Microcolando's advertising and promotion expenses have dropped to 554 million yuan, accounting for 13.7% of the company's total revenue, compared with only 2.5 million yuan in 2016.
If you look closely, you will find that as long as there is traffic around you, you can almost see FMCG brands. If you don't look at it, you don't know, the mainland dairy giants are all masters with thousands of dollars.
summary
Consumer feedback on dairy companies' large-scale investment in marketing power has been mixed. Most consumers think: "The wool is in the sheep, and we expect high-quality products, not celebrity endorsements." ”
However, there are still many brands that remain "enthusiastic" about brand promotion every year, leading to confusion among consumers.
In fact, consistent advertising is the most reasonable strategy, as the certainty of a brand's success is more valuable than the cost of advertising. However, if there is no strong R&D strength and quality support, and only rely on marketing power ®, I am afraid that there will be a suspicion of charging "IQ tax".
@所有人:
I am Mr. Peng Xiaodong, and I am especially grateful to all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite true love! I have been booked to attend the Annual Meeting and share the following topics:
1. "1 Second Cognition: Breaking Through the Stock Market Game and Building a Brand Growth Strategy"
2. Analysis of the Logical Thinking of China's Top Advertising Champion (Guang Zhanshen)
3. "Winning the Battle 2024 Advertising Media Performance Breakthrough Growth Road"
4. "2024 China Advertising Media Key Accounts Excellent Marketing Power"
5. "Winning the 2024 China Outdoor Advertising Sales Champion God of War Legion Secrets"...
The itinerary is tight from May to July, but there are still a small number of itineraries that can be coordinated and arranged, welcome to book in advance, more surprises are waiting for you!
Note: It is not recommended to invite teachers to teach, but also thank you for automatically withdrawing from our platform channels, etc., we will also clean up and optimize and upgrade at any time, appreciate each other, and achieve each other!
2
®Outdoor advertising in the first quarter of 2024 increased by 11.0% year-on-year
☞Guangzhanshe 广战神 ® I Teacher Peng 邀请彭小东®导师线下企业内训 I 即学即用,业绩倍增 I ☟
In the first quarter of 2024, with the gradual stabilization of the macro economy and the support of the country's successive introduction of new policies to stimulate consumption, the outdoor advertising market is showing new vitality. The diversified value of outdoor scenes empowers brand marketing power, attracting advertisers to increase advertising in outdoor scenes with high "gold content" that have "prime locations", focus on "golden people", follow "prime time", and cooperate with "golden sales".
According to the data of CTR Media Intelligence, the overall outdoor market in the first quarter of 2024 increased by 11.0% year-on-year, and the elevator scene is the main growth channel for outdoor, with elevator LCD and elevator posters increasing by 23.4% and 24.6% respectively; Spending on street furniture and subway advertising dropped significantly from the same period last year, falling by 4.9% and 0.6% year-on-year respectively.
From 2019 to 2024, Q1 will be used in the same period of outdoor advertising channels
Year-over-year change in spending
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
Home appliances, daily chemicals, liquor and other industries have increased investment actively
In terms of key industries, although the beverage and food industries continued to rank high in the overall outdoor advertising spending list in the first quarter of 2024, they both showed a decrease in advertising spending. Cosmetics/bathroom products, alcoholic beverages, entertainment and leisure industries increased their outdoor advertising actively, with double-digit year-on-year increases; The household appliances industry increased its publicity efforts in outdoor channels, and advertising spending increased by 208.3% year-on-year.
2024 Q1 Outdoor Advertising TOP10 Industries (Categories)
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
The beverage industry as a whole showed a year-on-year decline of 18.1% in outdoor advertising spending, but it was active in posters at train/high-speed rail stations, airports and elevators, with spending increasing by more than 40% year-on-year, and increased investment in street furniture by 36.0%.
In the industry, the outdoor advertising volume of distilled water/mineral water, fruit and vegetable juice, and room temperature yogurt has doubled, and the representative brands include Yili, Cestbon, Nongfu Spring, Guanfang, Hawthorn Tree, etc.
2024 Q1 outdoor advertising in the beverage industry
The top 10 brands spend on publications
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
The food industry saw an overall decrease of 6.6% in outdoor advertising channels, but the cost of posters on street furniture, train/high-speed rail stations, and elevators increased by 8.3%, 5.8%, and 73.0% year-on-year, respectively. Snacks and candy, food series products, and health food have all increased investment to varying degrees, among which the brands that have increased advertising in related categories include Qiaqia, Xizhilang, Xiaoxian Stew, Nestle, Wang Xiaolu, etc.
2024 Q1 outdoor advertising in the food industry
The top 10 brands spend on publications
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
The cosmetics/bathroom products industry increased by 63.8% year-on-year in the overall outdoor advertising channel, and increased rapidly in elevator LCD and elevator posters, with spending increasing by 82.5% and 204.7% year-on-year, respectively.
The growth was mainly driven by active advertising in categories such as skin care products, infant hygiene and bathroom products, and oral hygiene/care products. Outstanding brands in the industry, including Songda, Olay, Fuerjia, Vinda, Clarins, etc., are inclined to promote and publicize elevator LCDs.
2024 Q1 Outdoor advertising in the cosmetics/bathroom products industry
The top 10 brands spend on publications
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
With the continuous iteration of smart and energy-saving home appliances, as well as the implementation and promotion of a new round of home appliance trade-in action plans across the country, the industry's overall outdoor advertising channel has increased by 208.3% year-on-year.
The industry doubled its investment in elevator LCDs and subways, and saw double-digit year-over-year increases in advertising spending on street furniture, train/high-speed rail stations, and airports.
The leading brands in the industry include Yikaide, Feike, Joyoung, Wanhe, Dyson, etc., among which Yikaide and Wanhe are strong investment, with advertising spending exceeding 1000% year-on-year, and the main force is to increase publicity in elevator LCD and train/high-speed rail stations; Feike and Joyoung respectively focus on elevator LCD and cinema video.
2024 Q1 outdoor advertising in the household appliance industry
The top 10 brands spend on publications
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year
FMCG brands occupy half of the top outdoor advertising list
In terms of brand performance, more than half of the top brands in Q1 2024 outdoor advertising spend are from the beverage, cosmetics/bathroom products, and food industries, while the rest cover six industries, including household appliances, entertainment and leisure, and alcoholic beverages.
A quarter of the top brands added outdoor advertising in the same period this year, and more than 3 percent of the brands increased their investment by more than 10 times.
2024 Q1 outdoor advertising publication spending
TOP20 brand list
Data source: CTR Ad Cube Advertising Database; The year-on-year comparison is the N months of the current year and the N months of the previous year