Appliance industry collective "star show" re-brand can be achieved?.

<p> 2009 onwards, the Chinese home appliance industry, setting off a similar "snowball" trend of brand marketing boom. .Similar to the early years, the company will focus this round of brand marketing to attract the community into the most eye "key and the key platform" on: the Chinese influence in the world with a wide range of stars, based on the most widely used natural advantages of radiation .CCTV crowd. .</ P> <P> <P> <p> and then the difference is that this round of brand marketing, business has grown from the demand point of the year "to open up the market, the pursuit of size and share" to the "word of mouth shape .the pursuit of profits and space. " .At the same time, support the driving force behind this round of brand marketing, corporate self-financing from the initial or bank loan, borrow money, open market sales by brand momentum predicament, turned to continue to raise funds through the capital market, relying on open innovation rebranding .market space. .</ P> <p> day, when you see Jet Li, Jackie Chan, Jay Chou, Gong Li, Liu Qian and other types of stars together, do not think this is a entertainment activities, in fact, this is only .is a celebrity spokesman for the Chinese household electrical appliance enterprises small party. .From the end of 2009, a focus in the United States, Gree, Skyworth, Oaks, and other home appliances Fotile leader in all areas of the spokesperson contest between the re-started. .Unlike in the past, this round of the celebrity spokesperson for international influence are all equipped with first-line star. .</ P> <p> this year, if you often watch CCTV "news network" after the end of the "weather" will be Gree, Midea, Haier inverter air conditioner turns broadcast advertising, the United States, nine .Yang against the soybean milk ad, Little Swan, Haier washing machine ads-led full siege. .If you continue to watch in 2011 will "weather", then the new ads of these enterprises will continue to "catch" your eye, contrast echo is that these brands are more and more filled with .your family. .</ P> <p> recently, from the "Chinese enterprises" CCTV advertising agent in a number of multiple versions of the company that in 2010, 2011, gold resources CCTV tender results, the appliance business for two consecutive years among the CCTV .gold resources of two strong ad before bidding. .Among them, the United States Department of China Central Television this year's king of total advertising standards to the U.S. group, the United States Xinhua, the small number of companies in the name of Swan tender, the total investment amount of up to 6 billion, once again proved that this newly promoted billion .Yuan Enterprise Club strength and potential of the new army. .</ P> <p> CCTV benchmark: big business leader </ p> <p> every year on November 8 in Beijing, organized by Media Center Advertising CCTV tender gold resources, known as China's economic development "vane & rdquo .; and "barometer." .</ P> <p> since last year, from various areas of electrical and electronic equipment companies, television advertising has been the central management center, "a guest." .Statistics show that in 2010, household electrical appliance enterprises only the amount of prime-time bidding reached 967 million yuan, while the 2011 US-only section of a contribution to the amount of gold broke through 4.7 billion, while investment is also Gree 300 000 000 .dollars. .If combined with the Haier Group invested over 100 million yuan, the new appliance retailer Suning Appliance investment 84.17 million yuan this year, it had already exceeded the amount of the tender in 2010. .</ P> <p> and advertising has hit the market rely on low-cost domestic computer manufacturers Shenzhou, extending the brand in 2010 put ideas. .Tender in 2011, winning an increase of the amount of up to 1 million yuan. .</ P> <p> However, the 2010 CCTV bid compared to electrical and electronic enterprises, "China Enterprise News" reporter in the interview process only to find that this year's successful business or there is not small change. .In addition to the significant increase in a few large enterprises or to continue investment in CCTV in 2010 in the tender Glanz, significantly diminished the amount invested in 2011, only 34.51 million yuan, less than a fraction of 160 million yuan last year. .The momentum is fierce Skyworth TV, Hanwang Technology, backgammon is simply out of the CCTV section of gold resources in the tender. .</ P> <p> It is understood that the end of 2009, participated in the CCTV Galanz gold resources in the tender, for the first time presented to the community "to do the world's leading home appliance business," the goal. .An industry source pointed out that "this is goodbye to Yu Yaochang Galanz to build the price of butcher era image of the brand appliances for the key business transformation initiatives. .In this round the back of the brand transition, is based on second-generation proprietor Liang Zhaoxian Glanz from behind the scenes to the front and the official voice of enterprises as the changes brought about. ."</ P> <p> quite coincidentally, in early 2010, Glanz elected president Liang Zhaoxian also successfully organized and issued CCTV" CCTV economy of the Year "award. .However, just less than a year, Glanz advertising investment in CCTV to significantly shrink, does that mean turn the enterprise brand publicity suffered a new turning point? </ P> <p> the same situation, in the year .With a substantial lead in e-book has just landed in Shenzhen who GEM Hanwang Technology. .CCTV tender in the year 2010, the Hanwang Technology threw more than 5,000 yuan. .Tender in 2011, then failed to see the winning figure Hanwang Technology. .In fact, earlier this year listed Hanwang technology is not just money, but its e-book market has suffered in the intercept and challenges on all sides, had fought in tablet PCs and fingerprint attendance machines and other products market segments. .A securities analyst said, "At this point, is in need of continuing corporate investment in the brand and depth of the boot, but no trace of HW, it is the future direction of the enterprise can not see. ."</ P> <p> Earlier this year, Skyworth Jay just spend 2 billion raised for the LED work transition. .In 2010, the 13.8 million yuan in the CCTV, all of the winning bid amount is at least electrical and electronic companies, yet tender in 2011, but failed to see the Skyworth winning presence. .Brand expert Feng Hongjiang said, "in accordance with normal operating procedures, the cost of the brand and corporate spokesmen spokesmen started around the cost of inputs should be 1:10, so as to produce in the market pull effect. ."</ P> <p> as a home appliance retailer Suning Appliance, a sudden increase in ad spending by 2011 the amount of CCTV. .In this regard, appliances analyst Zhang Yanbin said, "Since August of this year, the biggest rival Suning the United States, is facing its biggest in 20 years the development of an internal control of the fight. .Suning Appliance's generous investment in the brand means to start next year on household appliances retail market after Gome beyond the consolidation of the overall advantage, this is a rare good time. ."</ P> <p> new industry trend: high-end try to be brave, policy approach </ p> <p> It is understood that the CCTV advertising this year, the tender, except gold resources in previous years, public tender segment, increased subscription contract in advance .and online bidding two parts. .In addition to the United States, Gree, Haier's gains in the gold resources, Four Seasons Song Mu contract "hear the world" special, Gree renewed "dialogue" partners, Suning signed the new "strategic alliance financial channels", TCL .the sign of the "hear the world" patch. .Sony, the United States Xinhua, the sun rain and other companies are advertising the tender for the first time in the CCTV field, and put into a larger inventory. .</ P> <p> Similarly, on November 12 in Guangzhou opened the 16th Asian Games, Asian Games, as the senior sponsor of the TCL frequently appear in major television stations broadcast the event. .This end of the year directly to the TCL brand in Asia publicity to a new climax. .However, Pinghong Jiang pointed out that "although there TCL, Sony, Skyworth and other enterprises of the figure, but two years of successful single in the CCTV advertising is easy to see, black decline and the competitiveness of enterprises and small household appliances enterprises white .The rapid growth in sharp contrast, the future of the resources in various fields to large enterprises must be focused upon. ."</ P> <p> Although the CCTV advertising the annual price of gold resources will have different level of growth, this year's tender period a year earlier price increase of more than 40%, but" China Enterprise News "reporter has learned that .did not affect the running lines and household electrical appliance enterprises enthusiasm. .In this regard, the central management center ZHENG Haifeng television advertising that "in recent years mainly due to the high-end domestic appliances enterprises with foreign brands on the market fierce price war and speed up the appliance industry, intense competition. .Whether in the flat-panel television, high-end refrigerators or washing machines and other products, domestic enterprises has been the image of high-end, expensive foreign brands topple, launched a personal fight. .At this time, advertising has become a powerful weapon for both contests. ."</ P> <p> ZHENG Haifeng frankly, in recent years, the brand and platform CCTV tension can not only help enterprises bigger and stronger, the beneficiaries, such as the United States can also help the brand so special, beneficiaries such as Gree. .For many companies, the brand power is to some extent, force and sales force Distribution, make early than late to do high returns. .</ P> <p> However, household electrical appliance enterprises from the beginning of this round of last year, the brand development effort, Lee Kong Chian fighting CCTV brand consultant believes that "national macroeconomic policy is an important factor in development of the industry, also in the CCTV advertising tender .be reflected. .Total amount of household appliances in 2010 than in 2009 awarded an increase of 80% or more, always in the limelight. .The reason is that a large part of the national policy to promote home appliances, home appliances from the bidding firms have been the benefits, and optimistic about the coming year, a new round of home appliances, trade-in and other state financial subsidies to bring the market .opportunities. ."</ P> <p> Chen Gang, deputy secretary general of China Household Electrical Appliances Association, pointed out in the home appliance brand marketing company behind this round of the Chinese home appliance industry in the world significantly improve the competitiveness and strength in the promotion of national policies ., the market competition and industry development focus from low-end market price war, the war in the high-end market value of the transfer, in the process, the brand has become a key part of them. .</ P>.