The Advertising Tradition Of Children'S Shoes Industry Is Broken, And ABC Leads The New Communication Mode

A few days ago, the centralized advertising of ABC, the domestic leader of children's shoes, on Anhui Satellite TV was eye-catching, which also means that ABC broke the traditional "CCTV Children+Provincial Children's Channel" advertising strategy in the children's shoes industry at one fell swoop, turned to the advertising combination of "CCTV+Regional Advantage Satellite TV+Local TV", and led the new communication model of the industry.

Coincidentally, Jinjiang local brand Kasilon even suspended all advertising. It is revealed that the brand is cooperating with a well-known strategy company in Shanghai to make advertising strategy adjustment. It is reported that Cassilon's new communication strategy is currently being worked out, and it is likely to join the launch camp of provincial satellite TV.

In the past summer vacation, as long as we open the Children's Channel of CCTV or Golden Eagle Cartoon of Hunan Satellite TV, Jinjiang will be overwhelmed Children's brand Advertisements are coming. So, what will be the situation this year? Will the transfer of ABC's advertising strategy become the vane for the adjustment of advertising strategy in the local children's products industry? Follow the trend or follow your own pace? Based on the special double-sided nature of the advertising audience group of "adults+children" in the children's products industry, how should local brands make the best choice? There are many questions from insiders about the above issues.

Join the provincial satellite TV camp

As the summer vacation approaches, an advertising war for children's products is imminent. However, it seems that there have been some changes this year. For the first time, the children's products brand led by ABC has appeared in various satellite TV channels, and its centralized distribution density is no less than the frequency of distribution in children's channels of CCTV and provincial children's channels, which is of concern.

The relevant person in charge of ABC said that, in view of the particularity of the children's products industry, ABC fully launched the "double-sided tape" communication strategy, targeting the target group of advertising audience as "family group, female audience", taking into account the target group of children, and achieving two-way communication between parents and children.

This also means that it will break the industry's traditional strategy of "CCTV Children+Provincial Children's Channel", turn to the combination of "CCTV+Regional Advantage Satellite TV+Local TV", and lead the industry's new Communication mode The comprehensive use of CCTV, satellite TV and local TV, and the three pronged approach of variety show, TV drama and children's program have realized two-way communication between parents and children.

"After years of development, the scale of children's products brands has grown, brand awareness and financial strength have also improved to varying degrees, and the gradual maturity of these conditions has laid the foundation for children's shoes brands to join the satellite TV advertising alliance." Ma Defeng, an industry insider, said that the basic conditions are in place, Advertising strategy is usually adjusted according to the adjustment of the company's strategy and brand strategy. Especially after ABC's brand building and channel building are basically completed, its advertising is more inclined to enhance the brand reputation, promote direct sales, and even set about laying the groundwork for future marketing promotion. {page_break}

All of these require a TV media platform with wider coverage and more effective communication. Provincial satellite TV may be just one of the main media, and take it as the main line, and then use different media alternately to meet the overall publicity needs.

In fact, last year, some brands began to try to advertise on provincial satellite TV stations. For example, Bangdeng's "Everyday Upward" advertising film with the little star of CCTV Spring Festival Gala and the hip-hop star Xiao Bao was intensively broadcast in Anhui Satellite TV's "Women's Theater", "Weekend Broadcasts" and so on, and nearly 1000 intensive advertising campaigns were launched only between September and November last year.

Its launch strategy is very clear, and it hopes to break through the middle and rise in an all-round way through the launch of Anhui Satellite TV, so as to create a new force to help the board "make progress every day". In other words, it is to leverage the regional market through satellite TV advertising, and help Deng to become the first brand of children's science and technology inspirational products in China.

CCTV children's channel is still the mainstream

Are ABC, Bangdeng and others trying to launch provincial satellite TV the weathervanes of brand advertising in the local children's products industry? Most insiders believe that the Children's Channel of CCTV is still the undisputed mainstream.

"At present, only a small number of enterprises extend their advertising tentacles to provincial satellite TV, but most of them are still in a wait-and-see state. According to the relevant data of CCTV Children's Channel, as of May, CCTV Children's Channel has only reduced some speculative customer groups, while the rest of the customer groups are in a stable state, or even slightly rising." Liu Xingzhong, head of Quanzhou market of Beijing Youyang Media Co., Ltd., told the reporter.

Because of the dual decision-making nature of the consumer group of children's products, children's products brands often adopt double-sided adhesive strategies, that is, they should not only please children, but also ignore adults, which has caused their tendency to change in advertising strategies.

"But the power of children is something that all our enterprises cannot ignore. Although they have no ability to consume, it does not mean that they cannot choose brands and cannot drive family consumption. Children have more and more voice in the family, especially in their own products. They have enough energy for parents to buy the styles and brands that children like." Said Luo Zhengming, Deputy General Manager of Guaaigou.

He believes that at present, the advertising price per second of provincial satellite TV is about five times that of the children's channel of CCTV. In addition, launching satellite TV often requires multiple series of intensive exposure. Whether children's products enterprises have rich product lines to support advertising series, and whether children's products brands can withstand such high advertising costs, everyone knows.

"At present, the overall strength of children's wear and shoes enterprises has not reached a certain level, and when the brand promotion costs are not very sufficient, choose a channel that can ensure both children and mothers have high ratings. CCTV children are still the first choice. It can also be said that when there is no way to achieve all aspects of publicity, we should focus on selecting the best point. " Liu Xingzhong thinks.

The choice varies with "people"

Some people reorganize the advertising strategy, some people stick to the camp, and even some enterprises have stopped all advertising. What kind of advertising strategy should enterprises adopt in the general recession? Industry insiders believe that brands should make specific advertising plans according to their own development stages.

Lv Fuqiang, an expert in children's industry, believes that the current local children's products enterprises can be initially divided into three stages of development: first, the enterprises have a clear brand positioning and market operation, and they are the protagonists in the advertising war. Most of them hope to improve brand awareness and terminal confidence in the brand through the bombardment of CCTV and local media; Second, the enterprises that are spreading channel construction, such as the enterprises that are promoting development, focus on the regional market and serve for investment promotion; Third, enterprises that are just starting to develop and doing basic work still focus on the basic level. "Enterprises should tailor their advertising plans according to the characteristics of each stage, otherwise advertising will be enough to 'burn' a brand."

He said, for example, that ABC's advertising strategy is formulated according to the needs of brand development. In addition to the comprehensive use of CCTV, satellite TV and local TV, variety show, TV series and children's programs, ABC's advertising strategy can achieve two-way communication between parents and children, ABC has also made great efforts in the network and effectively used the network communication platform. In 2011, the launch of the ABC network "Adorable Owners" contest has won a lot of popularity for the brand. Today, with the prevalence of microblogs, its official microblog has also effectively brought a large number of potential user groups for the brand. Together with online marketing, its influence and scope of public service marketing are also expanding, making its brand always active in front of many consumers.

Chen Shuqing, general manager of Liuhe DPCA marketing planning agency, said that at present, the annual profit of a single children's products enterprise is at most 20 million yuan. Compared with adult brands, the advertising investment is limited, and the average advertising investment is only 12 million yuan. He suggested that the effective communication between brands and markets, brands and industries, brands and consumers, brands and children should be realized through systematic integrated communication, which not only includes the mainstream media of CCTV children, but also local children's channels, and can even spread to some regional satellite TV stations, forming a communication pattern with a TV advertising platform as the main line.