The first is that international brands such as Procter & Gamble choose the media delivery form through the analysis of "Mao Ping Store". The advantage of this model is more accurate and scientific, but its incompleteness lies in that it can accurately measure the "quantity" difference of different media in ratings and point cost, but it cannot evaluate the "quality" difference of media in authority and influence. Behind the traditional "Mao Ping Store" statistics, there may be another set of Chinese effective communication rules and a unique set of advertising rules that have an impact on the acceptance of mass consumers in China. The foothold of this rule is mainly based on consumer acceptance, advertising ratings and the authority of the selected media in consumers' minds.
Second, the communication mode represented by terminal enterprises such as Bao Si mainly relies on terminal outdoor advertising and personnel promotion. The advantage of this model is that it can directly stimulate sales, but the disadvantage is that when the product enters normal operation, it will show congenital deficiency, the natural sales rate is not high, and it will fall into the embarrassing situation of "not promoting sales but promoting unprofitable". Therefore, enterprises should not only compete with the sales promotion on the ground, but also compete with the spread of sound. In the media strategy of advertising, we should not only talk about tactics, but also talk about accurate data deduction, and also talk about strategies to win consumers' psychological share by using the media. Therefore, when choosing the media, we must consider it from the perspective of war, seize the commanding heights, or contain the opponent's strength.
The third type, represented by the second-line brand of Guangdong Daily Chemical, uses provincial satellite TV media to realize the cross coverage of distribution areas by purchasing exposure frequency. In terms of advertising strategy, they may not have a serious "overall evaluation" analysis, but choose according to experience and seeking truth from facts. However, due to the particularity of China market, they often bring huge profits to enterprises. However, on the whole, this kind of empirical advertisement, which focuses on the frequency of purchase exposure, is wasteful, has a blind spot of penetration, and the marginal diminishing effect of advertising is more obvious, which is not conducive to establishing a leading brand position.
Many industries in China market have opportunities for fission, explosion and leap-forward development, which is a basic background for understanding the China market. In this fast-growing market, Longrich can choose to snowball by word of mouth and service, but it must be taken into account that while you snowball slowly, other brands may have made rapid progress. For Longrich, it has a wide range of consumers and a wide range of suitable consumption levels. In this case, the rapid establishment of brand assets and reputation of Longrich depends more on communication, and in order to achieve the success of communication, enterprises should make good use of the strategic resource of media. Therefore, Longrich needs to choose powerful mass media, seize all factors in the field of consumption "potential" and quickly start the national market in a short time.
According to the different stages of Longrich market development, enterprises adopt different advertising strategies. In the past, Longrich's terminal channel coverage network in intermediate markets such as prefecture-level cities and county-level cities was very developed, and local media played an important role. However, when the brand wants to achieve the village-level market, it thinks that such a large area needs strong mass media coverage. In the process of using strong media, the brand of Longrich will be spread rapidly, thus forming a strong pull and accelerating brand expansion. Based on this decision, in the second half of 2003, Longrich began to adjust its media strategy and optimize the combination of brand communication and media strategy. Focus the advertising budget on CCTV prime time, and take a set of CCTV advertisements during the bidding period as the support point of brand communication and promotion. Step one: try
The turning point of Longrich's breakthrough growth appeared in September 2003. Starting from this month, Longrich's advertisement appeared in a set of prime time on CCTV every night. Until June 5438+February of that year, Longrich successfully used the centralized blasting strategy of "5-second standard advertisement" and "15-second A special section advertisement", which not only improved the brand awareness, but also strengthened the brand goodwill and affinity. In the month when the advertisement was placed in the bidding section, the sales of Langshi cosmetics market increased rapidly, and the sales in the first three months increased by 93% compared with the same period in 2002, which was the best in history.
Step 2: Use your strength.
The broadcast of CCTV golden section advertisement has activated the whole product sales of Longrich, and the brand competitiveness has been rapidly improved among peers. How to strengthen this effect? Do you leave after a few months of popularity, or continue to invest in high-end media and establish a leading brand position in the industry? After repeated weighing, Longrich chose the latter.
In the prime-time advertising bidding of CCTV in 2004, Langshi made a decisive move and won the bid with 65.438+0.4 billion yuan, ranking among the top companies of daily chemical industry and becoming the first brand in China daily chemical market except Procter & Gamble. Longrich's products appeared in a set of golden party advertisements of six units throughout the year, and the CCTV-related channels broadcast brought by the CCTV bidding column formed the effect of integrated communication. In 2004, Longrich will promote its brand to a new ideal height through its strong communication on CCTV.
On June 8, 2004, 5438+065438+1October/KLOC-0, Langshi won the first place in the local daily chemical brand in the golden bidding column of CCTV in 2005 with a bidding amount of 65438+68 million yuan and a comprehensive communication value of 250 million yuan. On the list of the top 500 most valuable brands in China, Langshi ranks 48th in brand value and is the first brand of cosmetics.
Step 3: Dig deeper.
Longrich's brand communication strategy does not stop there. Longrich has established a strategic partnership with CCTV. Longrich Enterprise is discussing with the advertising department of CCTV * * * to plan some creative advertisements outside normal time, supplemented by special advertising forms, which will give a greater impetus to Longrich's sales and brand promotion. 1, longrich hand cream has been sold in the national market for seven consecutive years.
In 20 12, the statistics of commodity sales in 20 1 1 China market sponsored by China Business Federation and China National Business Information Center showed that "the sales of similar products of Langruiqi Hand Cream ranked first in the national market in 201/year" and Langruiqi brand won the title of sales star.
2. The Longrich Ai Jia Eye Foundation was established.
On March 28th, 20 12, the "longrich Ai Jia eye foundation" was unveiled at Jiangsu longrich biotechnology co., ltd, and the "longrich Ai Jia eye foundation" was designed to help the socially disadvantaged groups, especially the poor children with strabismus and amblyopia. All funds raised by the Longrich Ai Jia Foundation will be used for the treatment and rehabilitation of strabismus and amblyopia children.
Longrich took the lead in entering the national market with Jiangsu products.
In 20 12, longrich took Jiangsu products all over Nanchang, Jiangxi, Zhengzhou, Henan, Jinan and Chongqing. With the help of this excellent platform, the high-quality products of Longrich will be given to thousands of households, so that more consumers can feel the brand power of Longrich's health and fashion. At the exhibition, Longrich booth took Ai Jia Life Store as the booth model, which comprehensively displayed Longrich's brand and product image, gave consumers a brand-new "Longrich impression" and attracted many consumers to come for consultation and negotiation.
4. Longrich became the official sponsor of China Women's Basketball Team.
20 12 in may, longrich officially signed a contract with China national women's basketball team and became the official sponsor of China national women's basketball team. Longrich has sponsored the National Trampoline Competition, the China-US Water Skiing Competition, the 10th National Games, the World Cup Synchronized Swimming Competition and the 20 12 China Badminton Club Super League.
5.26 generals of the Republic of China witnessed the 26-year development of Langrich.
On August 28th, on the occasion of the 26th anniversary celebration of LaVida Group, a leading enterprise in daily chemical industry in China, the Suzhou Creation Base of China Artists Association was awarded the license in LaVida Group. Twenty-six veteran generals of the Republic of China came to the headquarters of Longrich to celebrate the 26th anniversary with all the staff of Longrich. Twenty-six generals splashed ink and wrote praises for development.
6. Longrich World Tour Malaysia Elite Tourism Seminar officially set sail.
20 12 10 3 1, the 6-day "Wonderful Life for You and Me * * *" 20 12 Longrich World Tour-Malaysia Elite Tourism Seminar * was successfully concluded. Nearly 500 Longrich family members from China, Malaysia, Singapore, Brunei, Indonesia, Thailand, Zznja, Cameroon, Ukraine and other countries attended the event. Malaysia Elite Tour is another overseas tour after the 20 12 Longrich World Tour-Italy-France Elite Tour.
7. Longrich became the main sponsor of the third international road cycling race around Taihu Lake.
2012165438+1October 1-8, longrich became the main sponsor of the third Taihu international road cycling race, joining hands with more than 30 outstanding international professional athletes and 10000 people in Jiangsu and Zhejiang provinces. Cai, a Hong Kong player from China, won the red jersey named longrich for eight days in a row (the overall personal score in Greater China Division was the first).
8. Longrich invested 600 million yuan to build a brand-new intelligent new factory.
In 20 12, longrich invested 600 million yuan to build an "intelligent new factory" with an area of 60,000 square meters and a building area of 80,000 square meters, which accelerated the industrial transformation and production process upgrade and accelerated the internationalization strategy of longrich. Including 26,000 square meters of cosmetic purification workshop, fully automatic overhead warehouse of raw materials, materials and finished products, and automatic distribution system. Upgrade the existing facilities and equipment automatically and intelligently, build a cosmetics factory that meets GMPC standards and build a new biotechnology research and development base; Germany GEA homogeneous emulsifying pot, Britain Braun toothpaste emulsifying pot, Sweden Norton hose filling and sealing machine, Italy ACMA automatic shampoo production line, GEA online cleaning system, automatic mouthwash filling production line, liquid washing rapid production equipment and other high-end cosmetics production equipment were introduced.
9. Longrich successfully named "Thank God you are here".
The "20 13 CCTV gold resource advertisement bidding meeting" was opened at 8: 10/8 am on10/8 in the multi-function hall of Beijing Media Center. CCTV gold resources advertising bidding meeting has always been a barometer of China's economy; With the rise of traditional satellite TV media and emerging media, CCTV advertising bidding results have attracted much attention. Enterprises launched on-site bidding for CCTV gold resources such as ace programs "Thank God you are here" and "Dream Choir". Longrich made a positive performance and successfully bid for the exclusive naming right of Thank God you are here hosted by Cui Yongyuan for 30.09 million yuan.
10, Longrich held the annual summit of traditional and direct sales channels.
20 121211,and longrich held a grand ceremony of "Join hands with longrich for a win-win future" for traditional dealers 2012 and 20 13. Nearly 600 dealers from all over the country attended the meeting. 65438+February 15, 16, longrich 20 12 direct marketing summit and 20 13 strategy conference were held in Suzhou sports center. Nearly 20,000 Longrich dealers from all over the country, Taiwan Province Province, Hongkong, the United States, Malaysia, Brunei and other countries attended the annual event. At this summit, Longrich announced the development blueprint for the next 10 year.