AUTHOR ARCHIVE
Articles by 国家广告研究院
Browse 2 New Distribution articles by 国家广告研究院.
Published articles
2 articles · Page 1 of 1
National Advertising Research Institute: Deconstructing Focus Media's Top 100 Cases to See the Four Growth Logics Behind the Rise of Chinese Brands
The 2021 Central Economic Work Conference held in December 2021 pointed out that China's economic development is currently facing three pressures: demand contraction, supply shocks, and weakening expectations. Reflected in the numbers, retail sales of consumer goods in November totaled 4,104.3 billion yuan, a year-on-year increase of 3.9%; after deducting price factors, the actual year-on-year growth was only 0.5%, close to zero growth, showing the weakening of actual consumer demand. Moreover, the two-year average growth rate of physical online shopping in November dropped sharply from 15.9% in October to 9.7%, the first time it fell to single-digit growth since data became available, indicating that e-commerce, which was previously seen as growing rapidly, is also starting to hit a ceiling.
国家广告研究院The Calculation and Consideration Between "Expensive" and "Cheap" in Advertising
Advertising costs are never a small expense. Entrepreneurs and brand managers rack their brains to make advertising spending more efficient, even hoping to "achieve great results with small money," but it seems that most successful and shrewd entrepreneurs do not give the answer of saving money. Why do many brands, regardless of sales fluctuations, never cut their investment in CCTV? Why do some top brands spend lavishly to dominate popular variety shows rather than cheaper alternatives? Why is Focus Media elevator advertising always a battleground when internet giants are in fierce competition?
国家广告研究院