Mobile e-commerce marketing, why bet the future on variety shows?

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They are criticized for being simple and rough, and "painstaking" implants are also unpopular. So how should advertisements get in close contact with film and television programs?

<p style= "text-indent: 2em; text-align: left In the age of popular TV watching, perhaps the most maddening thing is that the family is staring at the TV screen to watch the TV finale, wondering how the good guys will be wronged and how the villains will win their own defeat, when suddenly a sonorous and resounding saying, "No gifts for this year's festival, only brain platinum".

<p style= "text-indent: 2em; text-align left: The so-called disappointment is nothing more than this. This is also the usual way of doing TV commercials in those days, inserting popular TV dramas into holes and breaking them into pieces, and TV viewers complained about it.

later, the big screen became popular in people's lives. Because in the movie scene, the time is really limited and the charge is obviously direct, so the audience is also very demanding, so in addition to the patch ads before the start of the film, advertisers began to do placement ads in the film. And this trick was quickly copied and applied to TV series. A large number of advertising implants always make people helplessly out of the plot when watching the play, so the audience begins to complain again.

was sprayed simply and rudely, and the implantation of "painstaking attainments" was not popular. So how on earth should advertisements get in close contact with film and television programs?

<p style= "text-indent: 2mm; text-align: left;" mentioned in a previous article that good advertising is an artistic form of "grafting modern commercial civilization and cultural consumption", and there is no inevitable conflict and separation between it and the film and television programs themselves; on the contrary, the existence of advertisements can help film and television programs commercially. In the face of advertising, a guy that people love and hate, the problem that movies and TV programs really need to solve is how to absorb some of the commercial nutrients from advertising while pleasing the audience without disobedience.

back to the topic of this article, variety shows have much more room for operation in placement advertisements than TV dramas and movies, such as this (title):

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brand Logo highlights, there will not be much sense of violation. Such as Hunan Satellite TV's "Daily upward", Zhejiang Satellite TV's "The Voice of China", and even the host's show-off style of playing brand oral broadcasting on the stage can win the applause and praise of the audience.

Reality Show programs have been very popular in China since 2013. due to the existence of a large number of first-person perspective expressions and the substantial extension of the scene, it has given more performance space for program participants and sponsoring brands.

<p style= "text-indent: 2em; text-align: left;", starring Nicholas Tse in July 2014, is a case in point. It can be said that "Twelve Flavor" is not only a gourmet Reality Show, but also a perfect combination of Reality Show, advertising films and micro-films. in addition to a strong star lineup (Nicholas Tse and his star buddies in each episode) and exquisite food, the advertising placement and convergence of the whole program are very smooth and natural, and the products of the exclusive naming company are highly compatible with the food. And the brand of Yangshengtang is used in the transition narration of the program lens, which is novel, chic, smooth and smooth.

"make advertising less like advertising", which is probably the highest level of advertising placement.

in addition, the function of advertising should be more about "transformation". Except for some advertisements that only create brand image and purely export values and corporate culture, most advertisements are part of marketing, which obviously can not be regarded as good advertising. Early in-depth implantation, attention radiation, word-of-mouth spread, to the end is to see how much attention can be converted into purchasing power. This is particularly evident in the newly discussed Oriental Satellite TV's latest fashion Reality Show program, "the Goddess's New clothes".

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recently, I believe that many girls have begun to pay attention to" the goddess's new clothes ". The program consists of "24-hour clothing + catwalk show + auction" and other links, each of which will be recorded by six popular female stars. Each program group will set a theme, such as "Holiday amorous feelings", "uniform temptation" and so on. The actresses create, design, produce and plan catwalk shows to show and express their works around the theme. In the end, who can win the recognition of on-site buyers and fashion observers, the design copyright can be "photographed", and finally bring their own fashion ideas to the market.

in the whole program, the most interesting thing is to join the buyer. At present, the four major buyers are from Tmall's clothing brands Lang Zi, Yvli, Inman and ASOBIO. The "new clothes" bought by them at auction in each show will be directly recommended on the star wardrobe APP and linked to Tmall for sale, the so-called "goddess with the same style".

this mode of real-time interaction among stars, runways, buyers and the public should be regarded as a new attempt of fashion and business cooperation in domestic variety shows. Throughout the program, Tmall and the star wardrobe become part of the program, implanted clear and natural. This form was reflected in last year's TV series "Longmen Security Bureau"-as the most popular TV series last summer, the highlight of "Longmen Dart Bureau" is that it intersperses a lot of brand elements in the TV series, and the audience does not play for this.

in addition to the brand owner who sells clothes, there is another noteworthy innovation in the case of "Goddess's New clothes", that is, an APP "star wardrobe" implanted in the show. As one of the advertising objects that appear in the host's series of reports, "Star wardrobe" is a female user of more than 90%, targeting urban white-collar workers. The appearance of the fashion category APP, which focuses on "the same style of stars" in the program, can be called "surgical" accurate implantation. This APP is also a new type of shopping guide application. Look, in the Internet era, these mobile APP promotion methods have long been no longer limited to our traditional impression of "channel distribution"!

so why are e-commerce brands (from clothing e-commerce to shopping guide tools) turning to TV media? After all, it is impossible to achieve the so-called excellent implantation without paying hard out of your pocket. Let me try to analyze the input-output ratio of "implant marketing":

Tmall. As a Taishan Beidou in e-commerce, the input of variety shows of this magnitude may not matter, but for newcomers like Star wardrobe, it is not insignificant to invest in a prime-time variety show. The world is all for profit, and the world is bustling for profit. When the charlatan and the young young knight-errant take a picture of something at the same time, it can only show that the profit is too great--

<p style= "text-indent: 2em; text-align: left Statistics from third-party research firm iResearch show that in 2013, the overall transaction scale of e-commerce in China reached 9.9 trillion yuan, of which online shopping transactions reached 1.85 trillion yuan, and the mobile shopping market reached 167.64 billion yuan in online shopping transactions, which is growing rapidly. On the other hand, the volume of online shopping transactions accounts for about 7.8% of the total retail sales of consumer goods, and there is huge room for development.

at the same time, iResearch also predicts that the growth rate of e-commerce will slow in the next few years after 2014, and the size of the e-commerce market will reach 21.6 trillion yuan in 2017.

coincidentally, Xie Wen, a well-known Internet expert, made a similar prediction at the beginning of this year:

<p style= "text-indent: 2em; text-align: left With the scale of e-commerce enterprises and traditional business enterprises marching into e-commerce on a large scale, the boundary between them is increasingly blurred and compatible, and the institutional advantages enjoyed by the e-commerce industry for a long time will also be gradually weakened. over the years, the alternative effect of e-commerce on traditional commerce will gradually disappear. In the foreseeable future, the growth rate of e-commerce will still be significantly higher than that of traditional commerce. However, the extraordinary explosive growth will never return and become a beautiful legend in the history of the Internet.

that is to say, although e-commerce may continue to maintain high growth, it has inevitably entered the Red Sea era, with the emergence of the demographic dividend ceiling and the gradual elimination of the initial cost and tax advantages. Therefore, it is an inevitable choice to broaden the user access scene and cultivate the audience. Different from the PC Internet, for the e-commerce industry, TV audience and mobile Internet still belong to the green land and hot land that need in-depth development.

for example, a young girl turns on the TV on Saturday night to watch "Goddess's New clothes". When she finds a beautiful dress in the show, she can directly open the "star wardrobe" on her phone, select, compare, place an order, and then just wait for the goods to be received-all while she watches the show.

variety shows have the advantage of strong brand output, while mobile Internet can fully reflect the attributes of real-time and interaction. Don't you see, the two screens hanging on the living room wall and holding in people's hands have already made the major Internet and technology companies scramble for their heads.

<p style= "text-indent: 2em; text-align: left When the strong arrival and radiation characteristics of TV programs encounter the convenience and adhesion of mobile APP (Mobile Internet), it can be said that the thunder stirs up the fire-in the case of "the Goddess's New clothes" and "Star wardrobe", the program itself sets the link is that the fashion design of female star blessing is packaged and broadcast by prime-time variety shows, coupled with the comments and channel support of Tmall big brand buyers. The participation of the buyer group, mainly the Tmall brand, is to "WYSIWYG", transforming the program's attention and ratings into real spending power, while the addition of APP in the fashion vertical field of "Star wardrobe" can make these spending power interact in real time, digest it without interruption, truly achieve "WYSIWYG", and also have the function of social communication. This is the advantage and charm of mobile e-commerce.

again, there is no natural contradiction between the content presentation of variety shows and commercial elements, and good placement advertisements can nourish everything quietly and imperceptibly.

the so-called "good wind relies on strength to send me to Qingyun". To make an inappropriate analogy, this kind of cooperation is like a marriage. If the implant is blunt, it means that the door is wrong, but the successful implantation is like a door-to-door son-in-law who married a TV program.