网大,互联,新能源,春晚,广告
红星资本局2月10日消息,春晚落幕,关于春晚的话题却仍在热议。尼格买提成为全场甚至有可能全国唯一“穿帮”的人,被撒贝宁现挂,引发全国爆笑。而在大家回看小尼穿帮所在的魔术节目《守岁共此时》时,一直在刘谦背后举着娃哈哈的两位女士被称为“最敬业广告植入观众”。
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截图自春晚官方视频号
除了娃哈哈,这次的春晚还出现了许多品牌,京东、小红书、问界 M9、红花郎、五粮液等品牌纷纷登上春晚舞台。
品牌商看中的无疑是春晚强大的群众基础及带货能力,而春晚中的广告,也见证了商业时代的风口与变迁。
明星同款毛衣售罄下架
多家新能源汽车登上春晚舞台
从八十年代的“晓庆衫”“宇宙牌香烟”开始,春晚就显示出其巨大的带货能力。
今年春晚也一样,章若楠同款毛衣开衫现已售罄下架,马丽同款大衣、《唐诗三百首》等商品也迎来了“泼天的流量”。
而每年的春晚广告,也是各大品牌商的必争之地。
红星资本局注意到,今年春晚,京东、小红书为春晚主要赞助商,鸿蒙智行问界M9、茅台、红花郎、五粮液、古井贡酒、特伦苏、梦之蓝小米汽车SU7、中国移动和广汽传祺等十余个品牌也通过主持人口播、小品内植入等形式出现。
今年春晚广告依旧是酒类广告占据半壁江山:从古井贡酒到茅台,再到五粮液,白酒品牌从上世纪九十年代起,便成为春晚广告的常驻嘉宾。
与前几年不同的是,今年春晚广告出现了许多新能源汽车品牌:华为“鸿蒙智行问界M9”出现在主持身后的背景上;广汽传祺作为道具植入到小品中;小米汽车模型摆在了观众席。除此之外,还有东风纳米、东风岚图等新能源汽车品牌借助春晚的舞台,向大众展示自己的最新产品。
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截图自央视春晚小品《咱家来客了》
这一变化反映出了新能源汽车行业的蓬勃发展。据中国汽车工业协会发布的数据,2023年,中国汽车产销首次突破3000万辆,创历史新高。其中新能源汽车全年产销分别完成958.7万辆和949.5万辆,同比分别增长35.8%和37.9%,市场占有率达到31.6%。至此,中国新能源汽车产业实现销量连续9年全球第一,2023年销量占全球的比重更是达到60%以上。
互联网大厂回归
玩法和目的有了新变化
值得注意的是,今年,京东成为春晚独家互动合作平台,小红书成为春晚笔记与直播分享平台,标志着互联网企业重回春晚舞台。
从2015年开始,互联网企业们先后成为春晚的主要赞助商。直到去年,酒类品牌五粮液成为春晚独家互动伙伴。
可以说,春晚广告见证了互联网行业巨变的十年。
2014年,腾讯微信推出红包功能,为了引流拉新、抢占支付市场,他们拿下了和春晚合作的机会。2015年,央视春晚,出现了微信“摇一摇发红包”的现象级营销活动。
据微信官方数据,2015年春晚直播的几个小时内,互动峰值达到了8.1亿次/分钟,微信红包收发总量达10.1亿次,同比增长60余倍。春晚过后的两天内就绑定了个人银行卡2亿张,追上了支付宝此前多年的积累,一跃成为与支付宝比肩的金融服务龙头平台。
而与春晚合作、以发红包的形式拉新促活,也成为了互联网企业们接下来七年的统一选择。
微信支付劲敌支付宝在2016年、2017年、2018年拿下春晚的独家合作机会,以“集五福”的玩法,狂撒8亿、10亿、6亿元红包。
支付宝过后,百度又接续上去,2019年发放10亿元现金红包,为百度及旗下APP带来增量。
2020年,短视频平台快手和抖音打得火热。为更快拉新、获得用户规模优势,快手成为了2020年的春晚独家互动合作伙伴。2021年,抖音接力快手成为春晚独家红包互动合作伙伴。
2022年,京东拿出价值15亿元红包和商品成为春晚独家互动合作伙伴。
2023年,互联网行业在集体经历了降本增效的一年后,没有一家成为春晚红包的合作伙伴。
今年,京东与小红书回归,但红星资本局注意到,其与春晚的合作方式、合作目的已发生了改变。
京东和小红书此次在春晚的互动不再是简单粗暴地撒红包,二者的目的也转向下沉和带货。
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左图截图自京东官方微信号,右图截图自小红书APP
“一分钱带回家”是今年京东春晚营销的核心玩法,意在进一步开拓下沉市场。小红书则发起“大家的春晚”活动,利用预约直播间蹲好礼、连线星朋友、过年疯一下、免费领奶茶、我的宠物、领专属烟花等六大核心玩法,推广小红书直播带货及本地生活。
春晚广告是观察中国经济和社会变迁的一个窗口。今年春晚,酒类品牌的长青、新能源汽车的大量露出、互联网企业的回归,无声地讲述着商业世界的过去和未来。
红星新闻记者 张露曦 俞瑶
编辑 肖子琦
本文来源系统网络数据抓取,如不想被抓取传播,请告知删除并停止抓取传播,谢谢
原文链接:互联网大厂回归、新能源汽车登场,春晚广告的变与不变
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