News: On the morning of August 30th, the 2017CTR Insight Summit Forum was held at the JW Marriott Hotel in Beijing. The members of the CCTV branch, the State Administration of Press, Publication, Radio, Film and Television, the president of the China Association of Commercial Advertising, the director of the provincial television, advertisers, and major media participated in the forum. This year's CTR Insight Summit Forum released the latest market results and authoritative data in 2017, accurately reflecting the latest developments in China's media industry and advertising market, and providing effective research basis for advertising companies and media organizations. The Chairman of the China Central Television Television Group and Chairman of the China International Television Corporation Xue Jijun delivered a speech Xue Jijun pointed out that from the beginning of this year, media integration has entered a period of acceleration. Advertising is a barometer for the development of the national economy and a lifeline for media development. China's overall advertising revenue has increased by 0.4%, and the market has entered a new round of anxious states. In the first half of this year, the FMCG market in China increased by 2.6%. According to how to appeal to new consumers for better products, Xue Jijun said that the TV screen itself is being Internetized and institutionalized, and China’s smart TV development is entering an explosive During the growth stage, there is still a limitless imagination space for TV screens. We should return to the origin of market research and make data with real materials. The media industry in China is undergoing profound changes. Market competition is becoming increasingly fierce. The fast-growing new media, especially mobile new media, are reshaping the media landscape and the new ecology. Traditional media, including broadcasting and television media, are facing challenges and audience loss and ad loss have occurred. And so on, how to build a new type of mainstream media in such an environment, how the media should get the favor of advertisers are all important issues that we need to think about. At the meeting, the executive vice presidents of the CTR Media Fusion Research Institute shared the trends of the Chinese consumer market, advertising market, and media market. The streaming media site was summarized as follows: Kan Dao Consumer Index Greater China Greater China General Manager and Executive Vice President of CTR Media Convergence Institute Yan Jian: New Retail Detonates New Brand Growth Point Yan Jian took everyone for queuing for 2 hours to buy hi tea as an example, arguing that consumer spending is no longer a product but a feeling. He pointed out that in the fast-moving consumer goods market, sales increased by 2.6% in the first half of the year, and the growth of dairy products slowed down significantly. The “lipstick effect†maintained the temperature. E-commerce continues to make rapid progress, and outdoor consumption growth is objective. Large-scale retail formats have entered the consolidation phase. The niche category, new products and the new middle class are the highlights of the market growth. The fastest growing category is mouthwash, with a 70% growth rate. The new retail is more people-centered, which is the most critical factor for restoring growth and achieving growth. The core of new retail is the use of data and technology to reconstruct people, goods and fields. Yan Jian believes that convenience, simplicity, health, safety and enjoyment are the main appeals of consumers. The needs of families with children lead the consumer blue ocean, the pan-middle class promotes the lifestyle of light luxury, the independent franchise stores, the exquisite packaging and the delicate taste attract People with purchasing power. Young people pay for the entertainment and socialization of marketing, and by taking a copy of the text, liquor can also resonate with young people. To be pleasing to people, we must also have clear brand ideas. In addition, Yu Jian also said that technology and experience can empower products. Recently, Japan and South Korea’s product performance has weakened, creating opportunities for Chinese brands and domestic multinational companies. International brands renew their efforts through blessings of technology and experience. Taking Procter & Gamble as an example, they focused on communicating with young people and won the consumer market with black technology blessings and novelty experiences. Chinese brands have stepped out of price wars through high-end marketing and emotional marketing. "To give consumers a reason to weed, so that consumers are willing to share," Yan insisted. He pointed out that “scenes, intelligence, and instantiation give new meaning and extension to the 'field'.†The scene-based model has brought the service experience back to the retail core. As of June 2017, Boxma Fresh has already opened 13 stores. Admires the holy land of new retail and creates a buying experience where consumers are willing to take the initiative. For how the brand in the new retail era detonated new growth points, Zeng Jian summarized it in three aspects. First, satisfying new lifestyles and emotional appeals is the core of new retail; secondly, online or offline, new opportunities for use can be activated to activate purchases; and thirdly, scene-based, intelligent and instant-on With the empowerment, we create incremental and enhanced brands by creating experiences that consumers are willing to share. Assistant to CTR, General Manager of Media Intelligence, and Executive Dean of the CTR Media Convergence Research Institute Zhao Mei: "Mainstream" and "non-mainstream" of the advertising market in 2017 The research found that the growth rate of the Chinese advertising market in the first half of 2017 increased slightly by 0.4% year-on-year, and the advertising market was relatively constant. Judging from the media structure, the market has entered a new round of staleness and stability, and the preference of advertisers remains the same, with a small change. From the perspective of industry structure, pharmaceutical advertisements support market growth and traditional pillar industries are relatively conservative. From the perspective of brand trends, the influence of market leading brands continues to expand. Zhao Mei pointed out that the larger the scale of the advertiser's budget, the more conservative the growth of marketing expenses. China’s advertising market is dominated by stability and caution. What are the non-mainstream trends in the mainstream trend? Zhao Mei said: “The average price of Mimeng’s advertising is about 7 times that of provincial TV. In this state, since the media will become the mainstream media in the future. It will be worth thinking about." Zhao Mei also believes that the pattern of household media consumption has changed, OTT is impacting traditional Internet and traditional TV, and content payment is challenging traffic thinking and impacting the advertising market. In addition, brands, channels, and content have joined forces in the advertising market. "In the future, data-based trends are the mainstream of the future," Zhao Mei said. She believes that advertising is becoming artistic, art is the expression of emotions, art is diverse, not the judgement of either the other or the other, art is spiritual, and modern people are more pursuing the spiritual level than the material level. CTR General Manager Assistant, Case Cluster General Manager, Executive Vice President of CTR Media Convergence Institute Jiang Tao: 2017 Media Market Trends First, Jiang Tao shared the development status of the three major media ecosystems. He pointed out that the three major media ecosystems include the traditional ecosystem represented by the Central Government, the Internet ecosystem represented by BAT, and the new media ecosystem represented by Focus. TV is still the largest audience of media. When it comes to television revenue, it is seen as an increase in television. For example, in the name of the people, the proportion of time shift is 58%. From January to August 2017, China's TV viewers reached 1.28 billion, and the average daily viewing time was 150 minutes. The number of people watching TV every day exceeded 500 million. In addition, the growth of Internet users has slowed down, and there is considerable potential for large-screen and rural areas to grow in the future. The arrival rate of the emerging media ecosystem is high, and the development of urbanization will expand its coverage. Second, Jiang Tao introduced the four major trends of the media. First, the media integration has gone deeper into the accelerated era. With the development of platform integration, traditional media have made efforts to create content and service platforms. Pathway operations, open up online and offline, accelerate the integration of resources. Global network, multi-platform communication, all-round increase media influence. The television media extends upstream and downstream, and the integration of industry and industry is escalating. The close integration and development of TMT is the current mainstream practice of media convergence at home and abroad. Second, the value of head media and mainstream platforms will be highlighted in the future. The mainstream media is still strong on the new platform, and CCTV, as a national platform and festival target, will have even greater value in the future. The provincial satellite TV has been on ice for two days, and the resources of the head satellite TV are still being sought after; Third, the pan-cultural content has fully returned, and the cultural self-confidence is at that time. In 2017, the “craftsman†culture, traditional culture, community culture, and patriotic culture all returned in all directions, heralding the transition from pan-entertainment to culture. The traditional and main theme of cultural programs such as “Lang Reader†and “See Words Like Noodles†continue to receive market attention and hot discussion. There will be much to be done; and fourthly, IP realization will break out and new ideas will be needed for operations. The growth of advertising revenue is weak, and the media's main business needs to find new breakthroughs. Content IP rights operations in the children's field in China are in the ascendant. In the end, Jiang Tao concluded that in the future, media integration will be more in-depth, and the extension to dual “T†will be an important trend. The head media and mainstream platforms have the advantage of aggregating the audience's attention resources, and their value will continue to grow. Cultural content will become an important area of ​​media communications operations. The development of strong IP and industrial development around IP will be an important model for the future operation of the media. At the meeting, the Smart TV Big Data Alliance lit the crystal ball, unveiled the Union LOGO, and promoted healthy and orderly development of the industry. TV is still the protagonist of home entertainment. TV allows us to free our hands and allow families to share large-screen entertainment. Transfer from streaming media 500 Portable Power Station,Lifepo4 Portable Power Station,Economical Portable Solar Power Station,Portable Power Station For Camping 500W Jiangsu Zhitai New Energy Technology Co.,Ltd , https://www.zt-tek.com
