How does the largest "savior" in the variety industry sprinkle money?

Text/Wang Xinyi

Source/One Entertainment Observation

The phrase "China Merchants is too difficult" sounded throughout the first half of 2022.

Regardless of whether it is the hot net naked broadcast, or the innovative variety show only launched the title, and the lead of the heads of the heads of the heads of N generations has severely declined, the golden age of a variety show slowly waved farewell.

The "South China Double Machine" and "Grassland Double Heroes", which once supported the "Golden Age" of the variety show, transformed from the persistent irrigation moisturizing variety market to the "puppet shower" style.

Vivo and OPPO, which is called "Blue Factory Green Factory" by variety shows. In the variety market in the first half of this year, one adheres to the longevity IP of "Ace to Ace", while the other "Benzer" only opened "Flash Band "New Battlefield," Brother "Realme True, I ran to" Battle to the Peak ".

Vivo title "Ace to Ace" Season 7

In comparison, the two large households of dairy products -Yili and Mengniu are much more infatuated than mobile phones. Ami is also the largest gold master in the 2022 variety market. 15 variety shows, and most of them are exclusive names.

The new running man family is still shouting "Run! An Muh"; the top rapper in China drinking Yiliyou acid milk again to set off hip -hop storms again; when the social media represented by Douyin is detonated by Wang Xinling boys and girls, videos are exploded, and the video will be detonated, the video is exploded, and the video is exploded. The "Golden Code" word "Golden Dian" is flipped in the lower right corner of the TV screen ...

Yili took its various products between the head variety and vertical variety shows, becoming the strongest "lonely" in the 2022 variety market.

What is the "savior" casting?

"Head, explosion, big exposure", a variety advertising sales observed to Yiyu about the choice of Yili sponsorship she learned.

"Large brands like Yili are used to exclusive names. Generally, they will not be interested in small programs and small identities."

This sentence is also confirmed by the 2022 Illi Variety sponsorship compiled by Yiyu Observation (ID: yiyuguancha).

From the national longevity variety show "Run", "Extreme Challenge", to "Drives the Wind", "Meng Discovery 2", "Chinese Rap", "New Travel Notes" and other video platform S+variety shows, their exclusive title, their exclusive name, All things in Yili's pocket.

In addition, programs such as "Running Man", "Sister Lang", "Meng Detective", and "Rap" are also renewed by Eliki after the previous season.

"Yili has many product lines, and the tone of each product is different. The selected variety show tone requirements are consistent with the product." The above variety advertising sales continued to be expressed. Various product series require more advertising and exposure, and in turn, the variety of products also increases the adaptation of variety content and scenes.

In more than 15 programs sponsored by Yili, in addition to the main pure milk and yogurt, as well as ice cream special in summer, Yili also smashed the marketing costs of some new categories to variety shows. For example, mineral water, Yimou Living Spring is still rare online channels, and when Taobao Tmall flagship store is difficult to find, it is directly named the most success rate in the first half of this year "Like You, I am also 3" ; The new Internet celebrity brand of the ice cream track must be happy, and the money is not polite to name the money "great!" Dance Club.

"Another thing, most sponsors like to put their endorsement artists into variety shows, Yili is no exception. It is obvious that Hua Chenyu has permanently stayed in" Meng Discovery 2 ", and Hua Chenyu is also Yili Qiaole. Zizi's new spokesperson. "The above -mentioned variety advertising sales continued to supplement.

"Meng Discovery Case 2" advertisement

It is already Yili's labeling behavior for the variety market.

As early as 2013, Eli was named "Where is Dad 2" in the price of more than 310 million yuan, which can be described as the golden age of the variety market. Where to go 4? "

"Prairie Shuangxiong" and "South China Double Machine" have entered the honeymoon period with the variety market.

Public data shows that from 2010 to 2021, Yili's advertising marketing costs increased from 3.8 billion yuan to 12.6 billion yuan, which was naturally ineffective from the continuous and large investment in the variety market.

A large number of investment on advertising also brought the visible benefits to Eli. According to public financial reports, from 2010 to 2021, Yili revenue rose from 29.66 billion yuan to 110.595 billion yuan, and net profit increased from 777 million yuan to 8.732 billion yuan. According to its first quarterly report, the total operating income of Yili Q1 was 31047 billion yuan, an increase of 13.47%year -on -year; net profit was 3.508 billion yuan, an increase of 24.08%year -on -year. According to the Kaido survey data, as of December 2021, the market penetration rate of Yili's normal temperature liquid dairy products increased by 0.7 percentage points over the same period last year. Variety exposure cannot be ignored for Yili's blessing, and this may also be one of the reasons why Yili did not give up variety advertising investment and can continue to form a scale.

Yili 2022 Q1 Financial Report

Even if now, the golden age of the variety market has retreated, and the explosive variety show is difficult to find. The comprehensive N generation is weak, and the external market environment is cold, Yili still has not given up variety shows Sponsor this "large option".

Industry insiders revealed that Eli's AMX -named Tencent Video S+Variety Show "New Travel Notes" spent 150 million. Eli's continuous ambition to variety shows.

Yili "love" comprehensive, what kind of "confession reply" should be exchanged for

In addition to Yili's "original intention" in the variety market, another "grassland double male" has been tired of variety shows this year.

Mengniu was early and eaten variety dividends. As early as 2005, Mengniu's sour breasts became popular with the sponsorship of "Super Girls", and then "Full Acceleration", "Flower and Boy 2", "Idol Trainee", "Dance Storm", "Youth Have You" "Sound in the Heart of the People", "This! It is hip -hop 4 "and other key programs also appear in various cooperation methods.

It can be said that the draft variety show has created Mengniu. Whether it is the "Super Girl" phenomenon in the early TV draft, or the "idol draft" vortex of the video website era, Mengniu is the one who has the top sponsorship benefits. Relevant media reports that in 2019, Mengniu's exclusive cost of "Youth has You" costs as high as 300 million.

The turning point occurred in 2021. This year, Mengniu's Telunsu still passed "Life I Longing" to let the brand slogan "Not all milk is called Telun Su" further deeply rooted in the hearts of the people. The exclusive title of the two heads of the two heads of the two major heads of the Creative Camp 2021 should have been unlimited, but the result has ushered in the end of the idol draft. Mengniu also encountered a lot of brand crisis.

Photo source: Strike in the soil insight

According to the big data of the market marketing of the soil, Mengniu's 2020 variety sponsorship number is about 15, and in 2021 to about 10, the other side of Yili from more than 20 from 2020 to about 20 in 2021. More stable.

In addition to continuing to fall in love with the comprehensive N -generation "Longing Life" this year, the "injured" Meng Niu also preferred the platform S -level or above. Tencent Video's "Start Inference".

Of course, at present, in addition to maintaining a stable volume of "Living Life", Mengniu's remaining limited variety shows have not been exchanged for the "traffic explosion". In the second half of the next half of the year Work again.

However, from the perspective of online Reuters, whether it is "Stepping Thorns 2" or "Talk Show 5", the absolute head name of these two gears has been won by Yili, leaving Mengniu's choices.

After Mengniu lost his favor of variety shows, Jun Lebao, another player in the dairy market, was adding a lot of products such as fresh milk, yogurt, milk powder and other product lines. Mengniu, "Later", Junle Bao prefers Taiwan's variety shows, thereby expanding its national brand effect.

In the short term, Yili's investment in the variety market will not be slack. After all, Yili once vowed "to be the top three or 2030 in 2025". Under this "oath burning", Yili's demand for high exposure for high exposure It will only increase and will not decrease.

On the other hand, according to data from China Business Information Network, starting in 2016, my country's dairy industry production and sales have declined. Although it has increased from 2018 to 2020, in general, it is still compared with 2016 and 2017, which is still compared with 2016 and 2017. Large gap. Therefore, Yili is also constantly adjusting tactical adjustment and continuously expanding its own brand position, so as to launch more vertical products and different tastes of new upgrades, stimulating more consumers, which has put forward more propaganda and accurate launch more. More needs and requirements.

At the moment, the topic, artistic and companionship held by variety shows is still the best carrier of mature brands.

The whole people, coupled with younger network comprehensives, and many types of interest types such as parent -child cute baby, music competition, script killing reasoning, talk show, etc., under this play, the entire brand matrix of Ily can cause traditional TV audiences Interests can also capture the categories of young groups' attention to the categories, and to the greatest extent to broaden the publicity of the population.

Yili's AMX title "New Travel Notes"

Coupled with the iteration of variety shows, the method of implantation and marketing is also new. The drainage of the popular star business or signing star endorsement in the show is obvious. With a variety of gameplay, it can also help the brand to get better marketing results Essence

For example, Fei Qiming in "Make Life Beauty" uses Zhen Xian to make fancy ice cream, and Xi Qingzi uses Zhenlian ice cream to try new coffee production and other bridges. AMX's advertisement has an advertising song. The familiar melody is paired with simple advertising words. It is interpreted by guests such as Huang Zitao, Chen Feiyu, Yue Yunpeng. During the broadcast of "Brother who was cut in the thorns", Jin Dian invited high -heat stars such as Bai Jugang, Chen Xiaochun, Li Chengyi and other high -heat stars to promote it to achieve quite eye -catching results. According to Yien's data, the interactive cooperation of Jin Dian brings three orgasm of the volume respectively. In the hot word cloud of the show, the word "Jin Dian" is also very conspicuous.

Not to mention this season "Breaking the Wind and Broken Waves 2", after the "Wang Xinling Effect" detonated the entire network, Wang Xinling has also become a "new official push officer of Jindian organic life", and has opened the first show of the live broadcast of Jingdian Jingdong Live Room. Detonate memories again.

Wang Xinling Live Circle Zhang Dongliang

The fusion of brands and content that conforms to the tone of variety shows, fancy oral broadcasts, medium insertions, small theaters currently popular, etc., while increasing the fun and freshness of advertising, it can also play a better publicity role, and while, it can also play a better publicity role. The stars and IP effects are still continuously giving the brand good feedback, and even the live broadcast rooms outside the show are linking, and they are further nurturing the brand conversion.

These are all the variety shows, do everything possible to please the settings of Yili.

Of course, in this sponsors' constant demand to sign the market environment of ROI, sponsors who have become more and more right to speak like Yili will naturally set up a higher KPI, resource packages, traffic pre -pre -pre -broadcast results for the final broadcast results of variety shows. Estimated, artists finalized, hot search times, and even demand for cargo, constantly being demanded by brand customers. Therefore, the new year frame cooperation may be the main form of Yili currently cooperating with more platforms. When the final result of a variety show cannot meet the ROI The relevant packaging resources on the platform will also be on the horse.

Yili's "love" comprehensive, Yili "rescue" comprehensive, undoubtedly also recognizes the value of long video users.

According to Yien's "2022Q1 Variety Sponsorship Market Research", year -on -year, the number of brands sponsored by Q1 TV variety shows and online variety shows in 2022 were reduced. In addition to, the type of brand embrace of variety shows has also changed. In 2022, the brand performance of the Q1 beverage industry is still strong. It is still leading the overall length of the brand, and the number of brands has also increased compared with 2021.

"2022Q1 Variety Sponsors Market Research"

It can be seen from the data that grasping Yili is still the most effective renewal pills for variety artists to "live". Looking back at the variety sponsorship market throughout the years, whether it is the Internet APP led by Pinduoduo, or the division and integration of the "South China Double Machine", it is still the "longest confession" in the variety show. Yili.

In response to the "true love confession", it is also the ability of each variety artist to come up with the ability to describe "good stories+good art+good topics". " Variety shows also need to continue to break the game.

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