In recent years, kitchen appliances companies have become an industry effect through the TV platform to become bigger and stronger. It has also become the consensus of kitchen and electric enterprises. Therefore, they do not hesitate to put up advertisements on TV stations in order to maximize the opening of TV. The market, enhance brand awareness and conversion rate, and shape national brands. According to relevant data, from 2014 to 2016, the amount of TV advertising placed in the kitchen appliance industry is about 3 billion yuan per year.
Targeting the young market, the kitchen appliance industry favors TV commercials
In the past three years, the total amount of TV advertising in the kitchen appliance industry has changed little, but the number of brands launched has dropped from 241 to 185. Moreover, the kitchen giant has tended to place content marketing, while small brands still prefer to launch. Hard and wide. Satellite TV became the largest channel type in 2016, accounting for 46%, surpassing provincial-level terrestrial channels. Zhejiang Satellite TV has been in the top five of Wei Video Road in 2014-2016. Due to the rejuvenation of the main consumer groups, the kitchen appliance industry in 2016 is targeting the young market, mainly focusing on TV dramas.
Statistics show that Fangtai, Boss, Rongshida and other well-known kitchen appliances brands have declined in the hard-to-broad TV category (soft advertising has increased and costs have not been counted here). In terms of volume, the range hood products are the main types of well-known kitchen appliances brands, and the boss brand range hoods keep the first category. Because of the large number of product lines, such as Midea and Philips, the hard and wide distribution is more scattered, and it does not focus on the kitchen appliance industry. Therefore, the amount of kitchen appliances is less.
Winning content, kitchen appliances brand targeting satellite TV media
In recent years, with the rapid development of the kitchen appliance industry, a large number of enterprises have begun to pay attention to the brand image packaging in order to achieve differentiated management, so that the brand will drive the sustainable development of the company. Being able to advertise during the prime time of the TV is enough to show the company's leading position in the industry.
In the industry view, the overall hard-to-broad TV production in the kitchen industry has increased. After the well-known kitchen appliances brand has become famous, it will gradually turn to soft and wide, or publicize on other platforms; new brands and small brands will increase their investment in TVs, and hope to expand their popularity quickly. As the main consumer groups are younger, the content-oriented Davids have become the main platform for the distribution of kitchen appliances, and TV dramas and investment are the most favored.
In today's "fragmented" information age, Satellite TV has a broad audience base, which has a higher geographical advantage than other media platforms, and now many combinations of satellite TV and new media can bring more user transformation. These factors have greatly increased the ability of Satellite TV to create stars, and the kitchen industry has preferred this platform.
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