From the "one family" to "two -point world", the ladder -media volume, the brand is profitable

Picking / Wan Tiannan

Edit / Chen Jiying

Is there a kind of wine that is more expensive than Moutai, and better than Moutai?

In 1979, during the golden period of the Spring Festival, a 90 -second advertisement appeared on Shanghai TV Station and played for 4 consecutive days. To this end, the advertiser's fee paid by the advertiser "Ginseng Guorong Wine" was only 260 yuan.

The power quickly appeared -at the time, the bottle of Moutai was only sold for 7 yuan, and the bottle of the ginseng -ray wine was priced at 16 yuan, and it was still sold in Shanghai.

This is China's first TV advertisement. Today, 40 years have passed, China's GDP ranks second in the world, the scale of advertising is also the second in the world, and the annual annual turnover of advertising exceeds the trillion -dollar level.

It can be said that advertising is an economic barometer, with the same frequency resonance, and the amplitude is larger. Focus media is no exception. In the first half of 2022, revenue fell 33.77%year -on -year, and net profit fell 51.61%year -on -year.

However, the CTR gave the opposite data. In the first half of 2022, under the fall of the advertising market, the ladder media showed unique and increased against the trend. Among them, elevator TVs and elevator posters rose 3.9%and 7.7%year -on -year.

Why does the performance of this season's performance this season and the overall trend of CTR insight have such different deviations and bits? What is the future prospect of elevator media?

When the market is cold, the ladder is frustrated?

Under the cold market, the ladder media failed to be completely spared.

Although in the CTR report, elevator media is the only advertising field to maintain positive growth, it must be known that its year -on -year growth rate has fallen sharply.

In 2021, the growth rates of elevator TV and elevator posters were 31.5%and 32.4%, respectively. In 2020, in the cold winter of 11.6%in the advertising industry, elevator media and elevator posters still achieved 23.8%and 28.9%year -on -year year -on -year increase.

Therefore, in the first half of this year, I only maintained a single -digit -increased ladder. Although it seemed to be "unique", in fact, it was not completely "alone", but it was relatively strong.

Compared with the stubbornness of the step media industry, the plunge of focus revenue is actually due to its subjective business characteristics.

First, let's take a look at the customer structure of the public.

The financial report shows that the Internet is the second largest industry customers in the public, and in the first half of the year, Internet companies have reduced a significant reduction of 70%in the population.

Second, look at the scene of the focus covered terminal -the work scene ranks first, corresponding to the so -called office elevator screen and elevator poster.

In the first half of this year, under the epidemic, many places lived in the office in many places, and the public flow of office buildings was scarce. The advertising of the ladder media here may be forced to break.

Third, in the revenue of the public, in addition to the building advertisements that occupy the big head, there are cinema advertisements and other outdoor advertisements for shopping malls, because the epidemic is affected during the epidemic, a year -on -year decrease of about 70%.

Therefore, although as a leader of the ladder, the public was injured in the first half of the year, but in fact the entire ladder industry was not so pessimistic.

The "2022 China Advertising Master Marketing Trend Survey" shows that from the perspective of customer preferences, the types of outdoor advertisements that ladder media are still favored by advertisers, which have stabilized the first year.

Even in the first half of 2022 under the advertising market, there were many industries to enhance the budget of ladder media. Among them, personal supplies were launched by 136.9%year -on -year, while alcohol, drinks, and food increased by 42.5%, 47.5%year -on -year , 38.5%.

On the whole, as the advertisers are becoming more and more detailed, the main factors considering when selecting the launch channels are to see the transformation effect, and the other is the cost -effective.

At present, step media are more cost -effective compared to online advertising, television advertising, etc. Therefore, it is no strange for advertisers to turn offline.

Online advertising is getting more and more expensive. In the spring of 2021, a US dollar fund's investigation found that a well -known online celebrity food traffic was put in place. It spent 10,000 yuan for sale, and it could only produce 8,000 yuan for sales.

According to Caitong Securities Research Report, the current domestic mainstream Internet APP CPM (a thousand display costs) is located in the range of 100-300 yuan, while the CPM of the ladder media is only about half of the above costs.

According to the estimation of Zhongtai Securities, a certain line of TV CPM is about 1,100 yuan. At the same time, iQiyi Beijing and Shanghai CPMs were 130 yuan, but the CPM of elevator advertising was less than 100 yuan.

Because of this, with the reduction of costs and efficiency of enterprises, it is becoming more and more "savvy", and the cost -effectiveness of ladder media is still attractive. This is also the reason for the growth of step media to maintain growth in the first half of the year.

Four major trends, ladder media differentiation

Although in the long run, the growth of ladder media is largely certain, but the growth opportunities are not evenly divided into Pu Hui, and not all players can lie down, and the dividends will inevitably go towards structural differentiation.

NO1: The advertisers are more and more pursuing the combination of product effects, and the ladder can no longer "blind people."

From the perspective of effects, advertising can be divided into "traffic advertisements" pursuing short -term transformation, and "brand advertisements" that focus on long -term construction. A passing view of the advertising industry is that "traffic is to earn today's money, and the brand is to solve tomorrow's money."

The probability of ladder advertising can be divided into "brand advertisements".

In the past two years, the pursuit of transformation effect advertisements and traffic advertisements were popular. However, with the implementation of the "Personal Information Protection Law", precisely recommending advertisements have been hit hard, and brand advertisements are reappeared.

QuestMobile's data shows that in the first half of 2022, the proportion of effect advertising declined, and brand advertisements turned around, and the market share increased by 5 percentage points year -on -year. The recovery of brand advertising share is good.

However, for the more cautious advertisers as a whole, the launch of brand advertisements does not mean that it does not look at the effect at all -CTR surveys show that in 2022, 38.2%of advertisers pursue "equivalent effect".

NO.2: Digitalization and intelligent development of ladder media, smart screen jumping in the industry's first media.

At present, elevator media present three forms: frame posters, ladder LCDs and smart screens in the ladder.

The latest statistics show that in Shanghai, the total number of elevators covered by smart screens has exceeded 80,000 elevators, and the average daily coverage is nearly 14 million, which has far exceeded the coverage of elevator LCD and elevator posters.

Although the smart screen of the elevator is more expensive in the early stage, its advantages are becoming more prominent in the later period.

First, the effect can be tracked. Through label filtering, intelligent matching, online monitoring, and effect attribution, etc., it can be screened, monitored, and after -investment can be attributed.

Second, the intelligent screen of the elevator through digital accuracy can reduce the cost of launch. Compared with the ladder LCD and elevator posters, the investment costs can be reduced by 30%and 50%, respectively.

Third, the intelligent screen is not like a frame poster. It needs to be put in manually and can be smartly put in remotely. Therefore, in the long run, the cost of labor is lower.

NO.3: After the epidemic, the value of the community -consumed community -consumption of the family consumption is prominent.

In the early stage of the ladder, the staircapes in the office building are usually more than three times that of community ladder media, and this is also a scene of the advantage of the public.

As a latecomer, the trend is reversed and started from the community, but in terms of quotation, it cannot be PK with the public.

However, under the epidemic, many office buildings are deserted, the advantages of the scene have decreased, and the office of the home office is popular.

From a normal perspective, in the group of office work, less than 20%of the total number of working people, 80%of people are mainly working in factories, hospitals, schools, shops, government buildings, complexes and other places. However, no matter where you go to work, you will go to the community in the end. Therefore, the rigidity and arrival rate of the community is more prominent than the office scene.

The second hand data shows that the community ladder has become the highest outdoor media in the community with a percentage of 92%of the weekly touch ratio. Among them, the audience averaged 4 community elevators. Compared with other outdoor advertising forms, community ladder is a high -frequency and necessary media contact. The short -term exposure capabilities are very prominent.

Perhaps, after this "epidemic", the long -term price difference between community ladder media and writing staircase media is expected to be streamlined.

NO.4: The future of ladder media may show a trend of quantitative price increases.

In the past, the step media industry and the family were unique. Therefore, the pricing has mastered the right to speak in pricing. For many years, regardless of the advertising market, the price of ladder media has been going on.

However, after 2018, the capital poured in, the ladder media fell into a melee, the giants bet on the market, and supported the agent. Ali and its affiliated parties successively put in a strategic share of the public. Baidu and JD in another camp successively invested the trend.

As a new tide of the latecomers, the banner of "the same effect, the price fell half" the banner. Today, this strategy continues.

In May of this year, Zhang Jixue, the founder of Xinchao Media, sent an open letter, claiming to save more than 30%of the investment cost for customers. This measure also echoed the customer's "smart" orientation.

After all, for advertising customers, it is an inevitable demand for squeezing price moisture, investing less money, and bringing higher conversion. Therefore, in the long run, the ladder industry is expected to continue to increase cost -effectiveness.

Stead Media change road: horizontal expansion VS depth

The ladder media bonus is considerable. Who can eat it?

Ten years ago, the step media industry was highly scattered, and more than 1,700 companies have been poured into the industry, but as a brother in the industry, the status is difficult to shake.

Ten years later, the industry pattern was completely reversed. The early "learning hegemony" and the new trend of the later "intercourse" were relying on huge financing and layout to throw other players behind them.

In 2016, in terms of scale, the trend of trend was only one of 118 points of the public; in 2018, it was chased to one in 15; by 2022, from the point of view, the two sides have been divided into autumn.

In the field of elevator screens, the trendy is about 660,000, and according to Focus financial reports, its domestic self -operated elevator screen is about 699,000, and the two are almost the same. On the poster framework, the trendy bull frame open platform has nearly 1.6 million posters, and the number of self -operated posters leading the public is 1.536 million.

The two sides have their own lengths, and the advantages of the focus are in office buildings, and the trend of the new trend is the first in the community. However, both parties are now marching towards each other's advantages.

For example, Xinchao Media proposed "one -one -in -two wings" this year. Outside the community, the business network and framework business were carried out to comprehensively target the public.

Although the main attacking the ladder media has gradually become "equivalent" in the point, the two sides are very different in the strategic and tactical layout.

First, as the old forces, the people are intended to keep the soil.

As far as the public is concerned, maintaining the industry structure and game rules "unchanged", the most in line with its business interests.

As a new forces, the trendy has launched an offense.

In the early days, the trendy also blindly followed the wind. "When fighting red eyes, the eyes were full of opponents, and it was easy to be rhythmic by competitors. What do you think of competitors do? Zhang Jixue has reflected and stepped up, but has led to a trend behind. The stalls are covered with more than 140 cities across the country and invested more than 400 million per month.

Until he was awakened by Li Shanyou's words, "it is worse than different." Since then, the trend has begun to reverse with the people.

Focus on office buildings, trendy are communities; focus as a flat poster, new tide is an elevator screen; focus to do hand -put, new tide is to be intelligently put in; the public maintains high gross profit, trendy builds an open platform, does low gross profit, etc., trying to break the monopoly, try to break the monopoly Essence

For example, in the field of elevator posters, focus once occupied an absolute advantage, which is also the highest gross profit margin. The trend of trend is difficult to catch up quickly. Therefore, its method is to combine nearly 100 companies to create an open platform and reduce poster gross profit to strive for more market share.

With the growth of the trendy alliance, with the trend of the trial, the right to speak and the advantages of the focus is being eaten.

Second, the growth of growth is also wild.

Focus horizontal expansion. Layout overseas business, its building business is involved in Hong Kong, South Korea, Thailand, Singapore and other places. In addition, Focus is trying to expand the theater screen advertising media and terminal store media.

The trendy is growing inward. From an early stare at the opponent, the number of ladder media is simply pursuing the number of ladder media, and the focus is on helping customers to grow. It proposes a successful model of "business success = product force+channel power+brand power+organizational power".

At the same time, accelerate the upgrade of intelligence. With the help of Baidu and JD.com, trendy has created a media dictionary. You can know the location of the community, the number of elevators, the number of house prices, the number of parking rates, the search and the purchase of product data, the gender aged and old, and the level of income. Precise placement and so on.

Third, the two companies are also very different in corporate culture.

Focus as a listed company, under the attention of the capital market, it will inevitably value the revenue and profit of each quarter.

However, because the trendy is not listed, it does not need to suffer short -term profit pressure and value growth. Therefore, the trend is not like the public, and the pursuit of absolute high gross profit, but by allowing the brand owner to increase the investment and output cost -effective, so as to seize the larger market share.

Zhang Jixue has repeatedly stated that there are two missions of trendy: "Use technology to help customers save half of elevator advertising costs; help 100 national and North Korea brands annual income of more than 10 billion yuan/market value of more than 10 billion in the next ten years."

All in all, in the early years, the ladder media industry was only one of the unique family members. Now the market is divided into two. Players' ranking and the changes in the industry pattern. When.

When the monopoly pattern of "a family" was broken, the intensity of competition in the ladder industry and the degree of internal rolls suddenly increased. The more the ladder media, the more the brand is winning.

In the endless elevator space of hundreds of millions of people every day, this "close -up fighting" will continue to be stuck, and the brand can be happy in the opposite side of the two parties.

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