Ying 08 CCTV advertising bid hit Olympic Games Heng Yuanxiang strive to bid the king

On Friday, CCTV's 2007 Gold Resources Advertising Promotion Conference was held in Shanghai.

In an interview with the “Daily Economic News”, Xia Hongbo, director of the advertising department of CCTV, said that the Shanghai enterprises that participated in this year were the largest in the calendar year, with about 150 Shanghai-based companies participating in the conference. Among them, consecutively played at CCTV. Shanghai Hengyuanxiang Group, which has been advertising for 12 years, will continue to spend heavily on CCTV advertising next year. He said that in order to warm up the 2008 Olympic Games, CCTV will rely on Olympic-related activity reports and sports events live broadcast resources to support the launch of four Olympic-related objects, with a total valuation of 262 million yuan. It is understood that as the first home textile company sponsoring the Olympic Games in China, the Hengyuanxiang Group intends to become the "standard king" of the Olympic Games related standard objects.

Four "exclusive" cakes released

In 2007, the biggest feature of CCTV's gold resource advertising bid was to use the "Olympic" card. In this regard, Xia Hongbo called it "the object of advertising for special resources." Xia Hongbo said that the focus of the bidding for sports events is the Olympic target: “We have specially set up four Olympic-related objects.” Next year, CCTV will add an “Olympic fall” to the “press before the broadcast” label every night. ) Timed title, the target price is 120 million yuan; from January 1st to the end of the Beijing Olympic Games, CCTV will launch a "My Olympiad Life" program at a prime time every night. This program will recruit exclusive naming rights. The reserve price is 5800. Ten thousand yuan; exclusive title rights for the "Olympic Torchbearer Selection Event" and "who will host the Beijing Olympics selection campaign" are the exclusive rights to the Olympic Games. The base price is 46 million yuan and 38 million yuan respectively. The above four reserve prices total 262 million yuan, which is an open resource for Olympic sponsors only.

Xia Hongbo believes that the Olympic Games has a grand business opportunity that is universally acknowledged. "A lot of Japanese and Korean companies have become world famous brands by virtue of the Olympic Games. We hope that through the concept of the Beijing Olympic Games, we will create some world-famous brands that are made in China."

Attracted 150 Shanghai companies "covet"

According to Xia Hongbo, in recent years, Shanghai enterprises have gradually increased their advertising in CCTV. In 2004, 2005, and 2006, the total amount of winning bids for Shanghai enterprises was 230 million, 490 million, and 8.3 billion respectively, which almost doubled. "This year's Shanghai-based enterprises are the most numerous over the years. About 150 people have come to more than 300 people. With 500 materials, it is still not enough. This year, there are still other characteristics. There are many high-level enterprises."

Before this year's bidding briefing in Shanghai was deliberately advanced ahead of the “11,” Xia Hongbo stated that the purpose of this move was to give Shanghai companies sufficient time to understand and study CCTV bidding resources in order to make the most scientific bidding decisions. It is understood that Hengyuanxiang, Guangming Dairy, Shanghai Jahwa, and Guansheng Park are important customers of CCTV for a long time. Liu Ruiqi, chairman of the Hengyuanxiang Group, even stated that “Heng Yuan Xiang has been advertising on CCTV for 12 consecutive years. If you give up this time, it means that the funds invested in the previous 12 years are all wasted, and since the tenders are all exclusive naming rights, we will strive to Some Olympic target became a "standard king."