China Food

Variety sponsorship, vitality forest is gone

 


2022年上半年,过去几年在综艺市场频频出手的元气森林,没有投放一部在播综艺。这背后既有预算收缩的原因,也有营销策略调整的因素。
 

 

By: fanzitong

Source: Xinsheng pro (id:xinsheng Pro)

 
对国内综艺节目来说,元气森林已经消失快半年了。
从2019年开始,元气森林在综艺市场频频出手。2021年,她和旗下独立品牌外星人Alienergy共冠名或赞助了9档不同平台的综艺或晚会。与之同频的,是这家饮品新贵销售和市场声量的高歌猛进,加之创始人敢营销、敢花钱的形象广泛流传,2021年估值达到近千亿元的元气森林,一度是综艺市场最受关注的增量新星。
但实际上,自1月23日收官的东方卫视《一路唱响》之后,元气森林再未出现在任何一档已播综艺的赞助名单中。这背后,既有增长不及预期下的预算收缩,也有营销策略调整的因素:综艺销声匿迹的同时,元气森林在剧集快速铺量,仅过去半年就以情节植入、背景植入等方式,出现在14部已播剧集中。
The test of Yuanqi forest’s sponsorship of variety shows began in 2019.
at that time, this beverage brand, founded in 2016, was still in the dormant stage. Few people know about it. Its main product soda bubble water was just launched in May, 2018, with annual sales of only 160million yuan. Tang Binsen, the founder, started his business for the second time. His previous project of 2.3 billion was sold to a listed company. This time, naturally, he did not want to be a small company. The race track choice was directed at Coca Cola. To quickly raise the popularity of C-end brands, sponsoring variety shows is the best choice. At the beginning of
, Yuanqi forest, which didn’t have much money, tested the water in the first season of our song on Oriental satellite TV, and also sponsored the third season of iqiyi’s your second meal. After the pilot test, the launch of variety shows began to increase in 2020, with five variety shows, two documentaries and a party named at one go.
at this time, Yuanqi forest has shown the launch method of “saturation attack”, which is highly targeted and wide open. In 2020, all five variety shows sponsored by Yuanqi forest came from Hunan Satellite TV and mango TV. With the launch of five variety shows, basically as long as mango users, they can always be covered by the vitality forest.
“saturation attack” is a favorite practice of Zhang Yiming, the founder of ByteDance. It is called “great efforts produce miracles”. It is said that Tang Binsen particularly appreciates ByteDance. He is one year away from Zhang Yiming. In 2001, he entered Beihang and Nankai computer majors respectively.
. Tang Binsen has also used the practice of “working hard to achieve miracles”. When he was working as a smart star of a company, his game “the dispute of kings” is known as the most successful export game in Chinese history. In an interview with Zuo Lin You Li, he said that the secret lies in “daring to spend 1.8 billion on advertising when generating 2billion revenue”, and all of them are “brand exposure in central cities such as New York, London, Moscow”.
for Yuanqi forest, “central city” also includes station B, where young people gather. In 2020, she sponsored two out of the loop documentaries “a string of life” and “life is boiling”. At the end of that year, it was named BiliBili “the most beautiful night in 2020”. The effect of this party of station B is very obvious. Tang Binsen believes that the launch is of special value, leveraging 200million active users of station B with a cost of 80million, and these 200million young users have a very high coincidence with the target consumer group of Yuanqi forest.
The successful launch of the party at station B further stimulated the launch of Yuanqi forest in variety shows. Coupled with the new consumption normalization, Yuanqi forest is in the limelight both in sales and in the capital market, giving it a stronger foundation.
in 2021, Yuanqi forest sponsored nine variety shows. Except for Jiangsu Satellite TV’s 2060, which was a special sponsor, the remaining eight were titled. Including the new love variety “90 matchmaking agency” launched by station B, Oriental satellite TV’s music travel variety “singing all the way”, iqiyi’s “burst stage” and “dancer”, and Jiangsu Satellite TV’s 2022 New Year’s Eve party. In addition, its new brand alien alienergy, after being implanted in the “flying trunk” in 2020, began to be independently titled in 2021, including Youku’s “Chinese tides” and “2021 tmall double 11 carnival night”, as well as the second season of mango TV’s “rap listen to me”.
during the same period when Yuanqi forest “poured money”, the impact of the economic downturn on drama comprehensive advertising has actually begun to appear, especially in the second half of the year. Therefore, star companies like Yuanqi forest, which still have a lot of money in their hands, naturally become the focus of the platform. It is rumored that Yuanqi forest completed a financing of $700million in 2021, with a valuation of $16billion. According to Xinsheng pro, in December 2021, Gong Yu, CEO of iqiyi, personally led a team to visit Tang Binsen to discuss the launch plan in 2022.
but the situation has changed. According to Caijing magazine, in the second half of 2021, Tang Binsen, who had never participated in the annual budget meeting of each department before, organized a two-week meeting to study the budget and calculate the cost per cent. Every head of the business division should participate. From the later actions, it was determined to reduce marketing investment at that time.
since 2022, Yuanqi forest has not sponsored new variety shows. The core reason is the conservative judgment of the future situation. According to latepost, Yuanqi forest’s sales collection in 2021 was about 7billion yuan, lower than its internal collection target of 7.5 billion yuan. On April 15 this year, the data released by Yuanqi forest at the first business communication meeting showed that the year-on-year growth rate in the first quarter had decreased from 260% in 2021 to 50%. Behind it are not only changes in the economic situation, but also factors of greater oppression from competitors such as Mengniu, Yili, Nongfu mountain spring, etc.
however, although the launch of variety shows has been suspended, we have observed that the launch of vitality forest on the series has been growing steadily, especially this year. After all, Yuanqi forest has only temporarily abandoned the “Internet thinking” style of play, and brand building still needs to continue. Compared with the variety title, the release of the series is cheaper and more flexible.
Yuanqi forest was first released in the series on June 5, 2020. In this idol drama produced by Penguin film and TV and broadcast by Tencent video, there were three episodes in the form of background. In the “little doctor” broadcast by CCTV TV channel and iqiyi in October of that year, Yuanqi forest participated more deeply, and it was shown in almost every episode, and one episode had about 10 seconds of plot implantation.
in 2021, synchronized with the large-scale launch of variety shows, the launch of Yuanqi forest series also began in large quantities. A total of 13 series were launched throughout the year, involving five platforms, Jiangsu Satellite TV, mango TV, Tencent video, Youku and iqiyi. Among them, iqiyi and Youku became key partners, and cooperated with Youku in four plays, including two episodes of plot implantation in the popular drama “sito” that year; And iqiyi cooperated in 6 plays and became a “fog theater partner”.
this year, Yuanqi forest has increased the release of the series. As of June 29, we can already see Yuanqi forest in the 14 ministerial dramas.
in addition to quantity, we can see at least three changes.
first of all, in many episodes, Yuanqi forest participated in the name of “exclusive partner of beverage implantation”.
secondly, after trying to release “you are my glory” last year, Tencent video has significantly increased its efforts to release episodes this year, with a total of 8 popular episodes, including “dream of China”, “beginning”, “rest of life, please give me more advice”, etc; Reduced the release of Youku dramas, and only alien alienergy appeared in one episode of the gate of rebirth.
third, Yuanqi forest began to try Tiktok short plays, and made plot implantation in romantic games.
Image source: Official Weibo of Yuanqi forest
Behind this is the continuation of Yuanqi forest’s consistent idea of “nomadic access to users”: after a small amount of testing the effect of a platform, it will be launched intensively, “eat up” the user groups covered by the platform, and then move to the next platform. Just like mango and station B in 20 years, Youku and iqiyi in 21 years.
what will happen to the launch of vitality forest in the future? Tightening in the short term is a foregone conclusion. In the long run, if you want to become a more influential consumer brand, Yuanqi forest will increase its investment in variety shows again. After all, the value of variety shows to the brand in the past few years has been verified by Yili, Mengniu and other competitors. At present, it is the most cost-effective time to launch the series.
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