Today is New Year's Eve.
Whether you watch it or not, the Spring Festival Gala will still be the hottest topic tonight.
As a financial self-media, Zhengxie Bureau is not concerned about the Spring Festival Gala program, but the sponsors.
Over the past 41 years since the Spring Festival Gala was broadcast, major enterprises have appeared on the stage in turn and competed for sponsorship, some of which are like a flash in the pan, while others are still in their heyday.
What industry trend does the rise and fall of sponsors reveal?
In 1984, CCTV sought sponsors for the second Spring Festival Gala in preparation.
At that time, the Spring Festival Gala had not yet made a name for itself, the domestic television penetration rate was very low, advertisers were generally not optimistic, and no enterprises were willing to sponsor it.
At the critical moment, Combus clock extended a helping hand.
Combus Watch is willing to sponsor because of its previous cooperation with CCTV.
The cost of this sponsorship is also very cheap, using only 3000 clocks to cover the advertising fee.
Combus watches and clocks became the first sponsor of the Spring Festival Gala.
Kangbasi was founded in 1955, formerly known as Jinan Watch Factory, mainly producing mechanical watches.
In 1983, Kangbasi introduced the production technology of quartz clock from Japan and produced the first quartz clock in China.
"Combus, tell you the time". As the time of the Spring Festival Gala sounded at 0: 00, Combus's advertisement spread all over the country.
The Spring Festival Gala tells the time at zero.
With the help of the flow of the Spring Festival Gala, Kangbasi rose rapidly.
Combus got a taste of it, sponsoring the Spring Festival Gala nine times in the 10 years from 1984 to 1993.
Sponsors of the Spring Festival Gala from 1984 to 1994
Combus has not only changed the history of CCTV's use of foreign clocks, but also greatly increased its production and sales.
Since 1989, the annual output of Kangbasi products has exceeded 2 million for three consecutive years, covering the whole country.
With the change of the market, Combus's operation became more and more difficult and once fell into the brink of bankruptcy.
After several adjustments, Combus changed its business direction from quartz clock to radio clock and gradually regained its vitality.
At present, Combus is the largest manufacturer of intelligent radio clock and its movement in China.
With the increasing influence, the advertising space of the Spring Festival Gala has become a hot item.
In order to maximize the value of the Spring Festival Gala, CCTV launched an advertising bidding system in 1994.
"In 1995, Shandong wine enterprise Confucius Mansion Banquet Wine won the first standard king of Spring Festival Gala at the price of 30.79 million yuan."
Sponsors of the Spring Festival Gala from 1995 to 1999
The following year, Qinchi Liquor, which is also Lu Liquor, won the bid with a competitive price of 66.66 million yuan.
In 1997, Qinchi Liquor won the title of CCTV Standard King with a sky-high price of 320 million yuan.
Becoming the standard king of CCTV, Qinchi Liquor has leapt from a nameless local wine company to a well-known national brand.
Qinchi Distillery
Qinchi's sales were only 180 million yuan in 1995 and soared to 950 million yuan in 1996, an increase of 500 percent, and profits and taxes increased by 600 percent.
Unfortunately, the good times didn't last long.
In 1997, some media revealed that Qin Chi purchased raw wine from Sichuan Distillery for blending.
This caused strong public dissatisfaction and widespread skepticism, and Qinchi's sales fell sharply and plummeted.
In a short period of two years, from obscurity to fame and dishonor, Qin Chi was like riding a roller coaster.
At the 1984 Spring Festival Gala, crosstalk master Ma Ji said a nearly eight-minute stand-up "Cosmos cigarette".
This "cosmic brand" cigarette is not sponsored by any company, but created by Ma Ji to satirize the promotion of false advertisements.
Cross talk master Ma Ji's screenshot of "Cosmic Brand cigarettes"
The speaker is careless, the listener is intentional.
Soon, Muling cigarette Factory, located in Muling City, Heilongjiang Province, rushed to register the cosmic brand cigarette trademark for the first time and invited Ma Ji to endorse it.
Outer Packaging of Cosmos cigarettes
Universe brand cigarettes have been selling well for many years, Muling County Cigarette Factory has become one of the top ten famous brand enterprises in Heilongjiang Province.
Muling County cigarette Factory is also the largest taxpayer in Mudanjiang City for many years, once completed tax revenue of more than 1 billion a year, accounting for half of the local tax revenue.
What a bargain.
In 2003, Mei's first sponsorship of the Spring Festival Gala also opened an inextricable bond.
In the 12 Spring Festival Galas from 2003 to 2014, Mei was named 11 times.
If you add the zero hour of the Spring Festival Gala from 2015 to 2019, Midea has sponsored 16 times accumulatively, becoming the enterprise with the largest number of sponsors of the Spring Festival Gala.
Sponsors of the Spring Festival Gala from 2003 to 2016
In 2005, the price for the zero hour of the Spring Festival Gala was 6.8 million yuan; in 2011, the price has risen to 57.2 million yuan.
For more than a decade, Mei is willing to invest, stick to the big stage of the Spring Festival Gala, and get rich returns.
In 2003, in the first year of sponsoring the Spring Festival Gala, Midea's annual operating income was only 20 billion yuan; by 2014, it had exceeded 140 billion yuan, a sevenfold increase in 11 years.
Comparison of revenue between Midea and Gree over the years
Interestingly, the period from 2003 to 2014 was also the fiercest 12 years between Midea and Gree's "first Brother of Home Appliances".
In 2012, for example, Midea's revenue was 102.7 billion yuan and Gree's revenue was 100.1 billion yuan. The two were neck and neck.
After 2015, the gap between the two sides gradually widened.
Today, Gree's revenue is an order of magnitude worse than the United States.
Of course, the rapid development of beauty cannot be attributed entirely to the Spring Festival Gala.
However, with the help of the Spring Festival Gala as a platform, Midea has greatly improved its popularity and reputation.
In the 41 years since the Spring Festival Gala, there have been more than 20 sponsors, large and small.
Divided by time, it can be roughly divided into watch era, liquor / health products era, electrical era and mobile Internet era.
In the 1980s, when Chinese people got married, they asked for three big pieces, namely, bicycles, watches (watches) and sewing machines.
These three items are not only the daily necessities of the common people, but also the key products produced by the industrial system.
Therefore, we can see that Combus watches, seagull watches and Chinese bicycles will become sponsors of the Spring Festival Gala.
In the 1990s, productivity increased and people's lives were better.
The representatives of non-necessities-liquor and health care products began to appear on the historical stage.
Especially from 1995 to 1999, liquor enterprises spent a lot of money and killed each other in order to compete for the king of the Spring Festival Gala, which made a golden stroke for the era of big consumption.
Sponsors of the Spring Festival Gala from 1995 to 2002
Entering the 21st century, China's manufacturing industry began to develop, and coincided with the vigorous development of the real estate market, the home appliance industry ushered in the golden era.
During this period, Midea became the absolute protagonist of the sponsor.
After 2015, the mobile Internet entered the "second half".
In the era of traffic king, the Spring Festival Gala has become a traffic highland for all major mobile Internet enterprises.
Sponsors of the Spring Festival Gala from 2015 to 2024
Traditional giants such as Tencent, Ali and Baidu, and upstarts like Kuaishou and Douyin have all appeared on the stage of the Spring Festival Gala.
This year, JD.com returned to the Spring Festival Gala, is considered to be facing the pressure of growth, eager to use the Spring Festival Gala stage to tap more sinking users.
After the mobile Internet, which industry will be the next to appear on the stage of the Spring Festival Gala?
Judging from the previous law, all the sponsors of the Spring Festival Gala belong to the consumer-oriented industry.
That's not surprising.
After all, the orientation of the Spring Festival Gala is to enjoy both elegance and popularity, covering the broadest audience.
Enterprises sponsor the Spring Festival Gala, in addition to enhance brand awareness, but also hope to harvest a large number of consumers.
Therefore, the next sponsor of the Spring Festival Gala must also be a consumer brand.
According to the Orthodox Bureau, the industry that can take over the mobile Internet and sponsor the Spring Festival Gala may be new energy vehicles.
On the one hand, new energy vehicles have the strength, and the industry has emerged giants like BYD and upstarts like Xilai, ideal and Xiaopeng, with strong financial resources.
On the other hand, there is a demand for new energy vehicles, the volume in the industry is serious, the marketing method is becoming more and more Internet, and there is a need to borrow the Spring Festival Gala for marketing.
For more than 40 years, the life of the Chinese people has already undergone earth-shaking changes.
Spring Festival Gala sponsors are also "new people for old people", from traditional small three pieces, to liquor, health care products, home appliances, and then to mobile Internet...
The rise and fall of the sponsors of the Spring Festival Gala is not only in line with the trend of Chinese consumption, but also in line with the progress of Chinese industry.
Look forward to the Spring Festival Gala more and more wonderful, I wish you all a new year, life more and more prosperous!
See you in the Year of the Dragon!
