Recently, while visiting the market and communicating with some distributor friends, many distributors are conveying the same message: new brands and new products are increasingly difficult to handle. How to select and promote new products has become a challenge for everyone. There are two key points: First, how to choose the right product for me in a dazzling market; second, once the product is determined, how to achieve final sell-through in the channel. Frankly, these two issues determine the success of a distributor's business and even affect its future development. Behind the unanimous difficulty in business, the essence is whether the brand was chosen correctly at the time, and after the product is distributed to the market, how to achieve rapid sell-through. We clearly know that products are the starting point for a distributor's entrepreneurship. When representing a good and promising brand, the distributor's business rises with the brand's growth dividend. If you can continuously capture good brands and good products, the business can grow bigger and stronger. Of course, if a distributor fails to find or capture suitable products and represents "wrong" products, some lose everything, and business stagnation is common. In the past, the mainstream criterion for finding good brands and achieving rapid channel sell-through was whether the brand advertised on TV media, which was effective in the past. But with the advent of the mobile internet era, TV advertising has lost its once powerful momentum. In today's increasingly fragmented information environment, how should brand owners advertise to achieve final product sell-through is a topic that every distributor cares about and that the industry should face and deeply consider. Brand advertising not only builds brand awareness and trust but also gains recognition from channel partners. Of course, when we talk about advertising, there are two core concerns: first, the content of the advertisement; second, the carrier of the advertisement. Both are indispensable. This article, based on interviews and exchanges with distributors and industry insiders, focuses on the choice of advertising carriers. -01- Different Advertising Carriers Have Different Perceptions Simply put, advertising carriers can be roughly divided into: TV advertising represented by CCTV, elevator advertising represented by Focus Media, and internet advertising represented by online platforms. Regarding these three types of advertising carriers, the perceptions behind them are different. A second-generation distributor told New Distribution: "Whether it's the older generation of distributors or myself, if an ad is on CCTV, I still think it's a symbol of the company's strength, at least they have money to spend; if it's on elevator media, we feel it's closer to consumers, representing trends and new directions, and the effect of igniting the brand is currently the best; if it's on the internet, I think it's more about e-commerce brand appeals, focusing on driving sales or conversion." Hit the nail on the head. In fact, in today's consumer and channel segmentation, the functions carried by our advertising forms are also segmenting. As this distributor said, advertising carriers are undergoing significant changes. Regarding TV advertising, CCTV used to dominate, but now its influence is gradually weakening. The reason for the weakening is not entirely due to reduced energy, but rather the replacement of consumer groups. From an age perspective, consumers born after 1990 are called internet natives, and they watch TV less and less frequently; From a city perspective, consumers in first- and second-tier cities are surrounded by various screens every day, and their attention has shifted, but in lower-tier markets such as townships and rural areas, TV is still an important source of attention. Regarding elevator advertising, its influence is increasing day by day. Elevator media represented by Focus Media covers the core consumer circle in cities. According to public data from Focus Media, Focus has 2.6 million elevator terminals in more than 230 cities, reaching 310 million urban mainstream groups daily, with a strong advantage in igniting brands. In recent years, it has ignited many new and old brands, such as Feihe, Bosideng, Qiaqia Little Yellow Bag, Miaokelannuo, Xiaoxian Dun, Genki Forest, etc. A distributor joked, "I pass by the elevator every day, and since I have nothing to do, I can only watch the ads. After watching them repeatedly, I memorize them..." As for internet advertising, the hottest are traffic ads on Douyin, Moments, etc., which have the ability to directly connect with C-end consumers, making them relatively more precise. A distributor boss told me, "Ads placed on the internet are often for internet-famous products, which also arouse our interest. Although they are more precise, they are numerous and mixed." CCTV, elevator, and internet are the mainstream forms of advertising carriers. Unlike the past when resources and strength were the focus, today's advertising placement requires precise combination and decision-making to maximize effectiveness. -02- With So Many Advertisements, How to Choose? The role of advertising is to widely inform, but because of different business categories and different business stages, companies have different advertising demands. CCTV advertising covers the broadest consumer groups, establishing brand endorsement, shaping brand image, and demonstrating corporate strength; Elevator advertising covers the most mainstream consumer groups, has the ability to change industry patterns and ignite mainstream consumption, and is the media that has ignited the most brands in recent years, gradually attracting more attention from distributors and brand owners; Internet advertising covers the broadest and most segmented consumer groups, driving effectiveness through content and promotions, and plays an irreplaceable role in achieving 0-10 growth for brands. From this perspective, for a company, to achieve a brand's successful market entry and become household name, the choice of advertising is by no means a single bet, but a combination and matrix of multiple media. Previously, some institutions conducted quantitative research on GRP of major platforms and calculated the best combination form for ad reach and return: "With sufficient budget, adopt a combination of 40% traditional TV, 30% internet video, and 30% elevator TV; With a medium budget, in addition to the above 433 combination, a combination of 50% internet video + 50% elevator TV can also be adopted;** With a smaller budget, it should focus on a single platform based on the characteristics of the target audience—for the middle-aged and elderly market, focus on traditional TV; for students and young people aged 15-30, focus on internet video; for young and middle-aged office workers aged 25-45, focus on elevator TV." The consumer goods industry does business with the mass market. Media advertising can no longer achieve mass coverage through a single medium; a media mix layout is the future. -03- The Influence of Elevator Advertising Is Continuously Expanding Although the above saturated media mix is the best solution, if a choice must be made, "elevator advertising" comes first. In the current era of information fragmentation, consumers' memory may be shorter than a fish's, and advertising, as an anti-human nature existence, whenever users have a bit of initiative, they will choose to block and avoid ads. But in the boring moments of waiting for the elevator, advertising instead serves as a form of entertainment, with the characteristic of active viewing, making it the best place to invade users' minds. Moreover, elevator media covers the most core mainstream consumer groups. They are not only the source group leading consumption upgrades but also small KOLs in their social circles, with consumption vane significance and strong brand diffusion and penetration capabilities. A regional manager told me, "I now work and live in Shanghai. When I go back to my hometown in a town during holidays, I carry a Qiaqia Daily Nuts gift box. Although my friends in the town may not know this product at all, they will believe through me that this is a good product from a well-known brand, because I have more say than them and will influence their judgment." This is the value of the mainstream group, not only in consumption power but also in the spillover effect of circles behind them. It is precisely because elevator media can achieve concentrated influence on white-collar, gold-collar, and business people through high reach that it is increasingly favored by brand owners. A media friend said, "Now the influence of elevator advertising is growing, and the value of elevator media is also continuously improving. Especially leading companies like Focus Media have become scarce centralized media resources and brand ignition platforms. If you want to know which industry is hottest and which brand is hottest, just watch 5 minutes of Focus's elevator ads." Although we keep saying that the proportion of online business is increasing, frankly, in the consumer goods field, 70% of business is still offline. Due to the characteristic of immediacy, offline channels remain mainstream. When there is product awareness and entering the broad offline market, elevator advertising becomes an inevitable path to enhance brand pull and achieve brand sell-through. Therefore, whether it's new products from first-line brands or internet-famous products born online, in the consumer goods field, when entering the offline market, elevator media advertising is becoming an increasingly effective new choice for brands. If the tip is adopted, a payment of 400-2000 yuan will be made.