How much does the merchants who advertised online concerts for online concerts made a 3 -hour exposure?

Liu Yuzheng, the world's Internet merchant

Editor Wu Lingwei

For some brand marketing, there is nothing that cannot be completed in a online stage. If so, come again.

In 2022, the online concert frequently swipes the screen in the circle of friends. Since the online concert of WestLife Video in March, there are explosive models every month this summer: Zhang Guorong, Cui Jian, Luo Dayou, Sun Yanzi, Sun Yanzi, Jay Chou, Andy Lau, Eason Chan, Li Jian ... home is the norm, online concerts have almost become a place for soldiers of short video platforms. WeChat, Douyin, and Kuaishou are pushing the stars to go online. "Determination".

Starting from Cui Jian, online concerts have clearly expanded to commercialization. "World Online Merchants" found that in the online concert of the screen this year, most of them were taken away by car companies -the concerts of Cui Jian and Luo Dayou were contracted by BAIC's polar fox car; Li Jianhe Backstreet boys are sponsored by FAW-Volkswagen and Lincoln.

Car companies and short video platforms are interested in each other. The car company has always been able to take the market in terms of marketing costs. A video number concert document obtained by "World Business" shows that the sponsor of the Tencent video number is the most priority to choose a car brand; the car brand has also fancy A short video platform that is increasing and daily -the epidemic is canceled at the moment, while the exposure of tens of millions or even hundreds of millions of online concerts exceeds a large offline event.

Stars and video numbers make money, car companies make money, and audiences listen to singing for free. Is this a win -win game?

Car companies favored the online concert

A cold knowledge, the first Chinese star to open an online concert is Liu Ruoying in 2004.

Since then, online concerts have experienced the change of commercialization paths. From Wang Feng and Faye Wong before and after 2015, to TFBOYS, Rocket Girl 101, Lin Junjie, many celebrities, and many celebrities selling fans online, and the organizers received up to tens of millions of yuan. Since 2020, online concerts have begun to operate normally, and the number has increased significantly. The data shows that Douyin held a total of 124 online concerts in 2020, and Tencent's TME LIVE (Tencent Music Super Scene) has also held more than 100 lines to perform concerts, including the Mayday phenomenon "Suddenly Missing You". Online concert, at the time, there were more than 35 million viewers.

After the volume, the commercialization of commercialization gradually opened, and car companies also showed great interest in online concerts. In August 2021, FAW -Madrid's "Chaoyin was by me" of TME LIVE's "Tide Live" was special. Hu Xia and Yu Kewei and other singers participated in the event. Mazda also became the first car company to perform the concert. In the same year, Mercedes-Benz launched two online concerts on TME LIVE, inviting singers, including Tan Weiwei, Liu Lian, Chen Li, Jony J and so on.

After 2022, the online models were frequently out, and Ji Fox Automobile became the most proud family, and almost invited the musicians who met the portrait of the target car owner. First of all, in April and May, the two godfather -level godfathers, Cui Jian and Luo Dayou, were exclusively named in the video number. Among them, Cui Jian's concert created a precedent for commercialization of the video. On August 5th, Jihu Automobile once again opened the "You Well" online concert in the video number. Please go to the "Half of the Mountains" of Chinese Rock: Black Panther Band, Tang Dynasty Band, Zhang Chu, New Pants, and so on.

In addition to the pole fox, on June 24, Lincoln Automobile named the first video number concert in the world; on September 2nd, FAW-Volkswagen's exclusive singer Li Jian's online concert "Longing".

Wang Yan, who has worked in the new automotive forces and traditional car companies, told the "World Business" that in essence, the number of videos of the title is no different from previously named variety shows, documentaries, or implanted in movies. Although the video number and online concerts have risen for less than a year, it is still a traditional marketing method, and also hopes to expose the target audience to the maximum extent.

The traffic of the video number does be able to afford the attention of the brands. Questmobile "2022 China Mobile Internet Half -Men's Half -Men Report" shows that the current number of active users of video numbers and Douyin reached 813 million and 680 million, respectively. There is still a lot of room for growth to be an online concert. But even so, more than 100 million users are already a huge exposure channel for car companies.

The investment document of the video number concert shows that the cumulative network of Xicheng Boys' online performance has received a total of 3.9 billion exposure of the entire network, of which 90%come from the user's spontaneous drive; the number of on -site viewing volume is 28 million, 80%of the user shared; Fill in 100 Bird's Nest Stadium at the same time. It can be seen that the private domain traffic on WeChat is indeed very helpful in promoting concerts.

These data are greatly attractive to car companies with sufficient budget. Although the epidemic has an impact on the macroeconomic, benefited from the overall aspect of the auto market, and the marketing expenses of car companies have still risen in recent years.

During the Chengdu Auto Show this year, the director of the Jihu Automobile Marketing Department revealed that the company paid tens of millions of performance fees for Cui Jian and Luo Dayou, respectively. Its parent company BAIC Blue Valley's financial report shows that from 2020 to 2022, the company's sales costs in the first half of the year were 302 million yuan, 532 million yuan, and 891 million yuan, respectively. The sales expenses of BYD and Weilai and other car companies on the industry have doubled by nearly double the year -on -year. Wang Yan said that the global giants like Volkswagen do not lack money in the domestic market department, and only have a budget of more than 100 million yuan each year in event marketing. What did car companies gain?

In the huge traffic pool, no matter who becomes a title, you can get a round of attention.

The official fox official said that Cui Jian's online concert has accumulated 46.03 million people, and the number of likes is 120 million. After calculating the Luo Dayou concert, Jihu has gained more than 4 billion on the entire network exposure in just one month. quantity. The Baidu search index shows that the search volume of Ji Fox Automobile average 300, but after Cui Jian's concert climbed to nearly 2,000, Luo Dayou's concert also brought the rigue search volume to the peak.

During the three hours of immersion in the concert online, in addition to the singers, the remaining brand communicates with fans "everywhere", including the scene light sign, custom applause icon, customized gifts, and TVC advertisements before and after the concert. During the boys' concert in the back street, Lincoln Motors also ingeniously asked five members to sit in the Lincoln Z car and chat for half an hour.

In addition, online concerts can also be directly linked to the native page of the car company. Consumers interested in cars can leave personal information on it to facilitate the test drive. Tian Chuan said at the Chengdu Auto Show that Jihu has obtained more than a thousand sales clues through several online concerts.

At this point, the car company's online concert looks like a good business.

But it may be another matter. Jin Zhu, who works in the marketing department of a new power car company in China, said that the cost of obtaining a sales clue in the industry is about 300 yuan. More than a thousand reserved clues really cannot afford a investment of 10 million yuan.

In this regard, Tianchuan has publicly responded that the awareness of the polar fox is low, and the cost of sales clues is as high as 700 yuan, but as the cognitiveness increases, the cost will be greatly reduced. "The tens of millions of quantitative budgets have been exchanged for 120 million person -times. From marketing events to social topics, it is not exposed to private domain traffic. ROI (investment return rate) reaches 400%. Very worth! "Tian Chuan said.

Tian Chuan did not explain how the ROI of the polar fox was calculated, but it must not include car sales. Ji Fox borrowed Cui Jian and Luo Dayou, but sales did not rise and fall. In July and August, only about 1,000 cars were sold -equivalent to 3 days of sales of new forces of the head of the head.

Lincoln Z, who promoted the historic singing of the Backstreet boy and Xicheng boys, also encountered the same embarrassment. On June 24th, the Boy Boy Boys performed a concert, but Sohu Auto data showed that Lincoln Z's sales in July fell back to 1,200 units from 2,900 in June.

On September 9th, President Wang Qiufeng said that the cross -border marketing of new energy vehicles is a long -lasting battle of "long -term", expanding the traffic entrance, and really making friends with future users, all of which are paved to the final realization of sales growth. "Poor fox must polish the brand with the mentality of long -termists." Wang Qiufeng said.

But Jin Zhu did not agree with the attempt of Jihu. "Jihu is no longer a new brand. Until now, the sales volume is not dazzling, indicating that it is not a problem of low popularity.

Established in 2018, Jihu Automobile has been under the banner of joint venture with McGona, a global luxury car manufacturer, and introduced Huawei's intelligent driving software solutions. The company's BAIC Lan Valley contributed profits. In the past two years, the group has a cumulative loss of more than 10 billion yuan. The recently announced second quarterly report shows that BAIC Blue Valley's losses in the first half of the year were 2.181 billion yuan.

BAIC also has a good life. From 2013 to 2019, BAIC New Energy has been a national electric vehicle sales championship for 7 consecutive years, but at that time, it mainly relied on online car rental and other operating vehicles. Now, when the C -end is rapidly starting, BAIC has lost its fulcrum instantly and has been defeated quickly in three years. Even the great fox with a lot of money failed to save.

For the marketing methods of car companies, whether it is elevator advertising, social media, circle of friends, or sponsorship, it is essentially a means to quickly reach consumers. In this regard, online concerts will undoubtedly have huge energy. However, after contacting consumers, whether it can continue to support this billions of exposure, it requires the product itself. Both Cui Jian or Luo Dayou can replace consumers to make the final car purchase decision.

In this regard, Tesla may also have some words. According to CNN, on February 13 this year, the United States' highly anticipated super bowl started, and multiple car brands almost took over all the advertisements on the arena on the field. Advertising was worth $ 7 million every 30 seconds. The next day, Tesla's order volume directly doubled compared to the previous day, the peak in 2022. Tesla, as always, did not put any TV ads.

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