566 million, 550 million, 132 million, 69 million, this is the cost of the branded advertising company Vantage, the boss, Wanhe, and the US in the brand advertising campaign in 2017.
Various companies have been hard to launch
In 2017, all listed kitchen and electric companies have tried their best to promote their respective brands. The regular hard and wide spread is spread everywhere. The boss puts all kinds of advertisements at the airport, high-speed rail, CCTV and provincial satellite TV. The agents represent the high-end image of the boss brand in the local TV, flat public relations news, urban outdoor, subway and so on; Wanhe selected key cities to concentrate on various forms of advertising such as airports, high-speed rails, elevator frames, gates, etc., and cooperated with iQiyi to implant band-aid advertisements in the annual drama "Hunting Field"; Vantage was in CCTV and CCTV The cooperation will be carried out on the hard-to-wire TV, and the advertisements will be placed in the airports, high-speed railway stations, high-speed, core business districts and community buildings in the core cities of the first and second tiers of the country and the key cities of the second and third tiers. In addition, Vantage also puts advertisements on the national cinema line, covering more than 100,000+ resources; USC has placed a large number of advertisements in CCTV's gold column, network and high-speed rail, and signed more than 20 high-speed rail lines nationwide, covering more than 20 More provinces and districts, more than 400 cities, and increased advertising on new media such as Baidu, video sites, portals, WeChat.
In addition to hard and wide launch, as a kitchen appliance brand that has been fighting for many years in the market, it has become another area of ​​competition for various kitchen appliances by advertising in the form of title. The boss signed Shu Qi as the chief experience officer, the title of Oriental TV "Youth Hostel", co-hosted NASA "Star Wonderland" universe special exhibition, exclusive title of the Oriental TV New Year's Festival, etc.; Wan He from "China Aerospace Partnership" Upgraded to "China's aerospace strategic partner" to enhance the brand. In January 2018, Wanhe became the sponsor of Hunan Satellite TV's "Singer 2018" program, expecting to convey the brand's rejuvenation; Vantage and Hunan Satellite TV, Jiangsu Satellite TV, etc. Cooperation, in the "Human Sense is Qinghuan" "Our Challenge" "masked sing will guess the second season" and other TV series and variety shows implanted propaganda, and Netease News, Tencent video, Youku video, iQiyi With the cooperation of many platforms, the brand is embedded around a number of popular IPs such as "Happy Tale 2", "Army Union", "Chu Qiao Chuan", "Gourmet Confession". Judging from the disclosure information of various brands, rejuvenation is the brand appeal of each brand to cater to young consumers.
Advertising investment leads to performance growth
The large-scale advertising investment mainly promoted the growth of various brands. The revenues of Boss, Wanhe, Midea and Vantage increased by 21.10%, 31.71%, 54.18% and 30.39% respectively. The large-scale advertising investment of each brand does not necessarily lead to a full positive proportion of performance growth. In 2017, Boss Electric's revenue was 7 billion, advertising was 550 million, accounting for 7.85% of total revenue; Wanhe's revenue was 6.53 billion, advertising promotion was 132 million, accounting for 2.02% of total revenue; Zhejiang Meida The revenue was 1.02 billion, the advertising expenditure was 69.55 million, accounting for 6.85% of the revenue; Vantage's revenue in 2017 was 5.731 billion, and the advertising expenses were 566 million yuan, accounting for 9.87% of the total revenue. From the data of the advertising and investment input of various brands, it is basically consistent with our usual senses, that is, the boss and Vantage have the most various advertisements, 10,000 and less, and the United States is rare. Of course, this is not the same as the revenue scale and corporate strategy of each brand. For example, as the industry leader of integrated stoves, the company is a sub-sector of kitchen power and is in a period of rapid development.
As a kind of durable consumer goods with low purchase frequency, why are kitchen appliances so big and big to promote the brand? Vantage disclosed in the annual report that according to the data of Aowei Cloud, the domestic kitchen appliance market is 79.4 billion yuan, up 14.3 year-on-year. %, higher than the growth rate of GDP, the industry is in a stage of rapid development. In the stage of rapid development of the industry, in addition to the four listed professional kitchen appliances, there are also kitchen appliances such as Fangtai, Deyi and Shuaikang. In addition, integrated electrical companies are also involved in the kitchen appliance market, including Midea, Haier and Rongshida. Coupled with the participation of some foreign-owned kitchen appliances brands, the competition in the entire industry is also becoming more and more intense.
Although the market is fiercely competitive, the profit of kitchen appliances is considerable compared with the profits of electrical products. Boss Electric has a net profit of 1.46 billion in 2017, a net profit margin of 20.55%; Wanhe Electric's profit of 499 million yuan, a profit margin of 7.64%; US-owned shareholders of the listed company's net Lin Run reached 300 million, net The profit rate reached 29.72%; while Vantage's net profit was 510 million and the net profit margin was 8.89%. It can be seen that despite the gap in profitability, the profitability of each kitchen appliance company is good. This leaves a lot of space and resources for brands to promote.
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