Affected by the macroeconomic environment, the downturn in the end consumer goods market has begun to spread to the media industry. At the same time, the excessive investment in advertising and marketing during the Olympic Games and the milk gate incident made the expectation of 2009 even more uncertain. With the coming of the global economic cycle, the winter of the industry has arrived as scheduled, and for the outdoor new media that has risen rapidly in recent years, this winter has also arrived, and the financial crisis is likely to become a catalyst for the reform of the outdoor new media industry.
1. Industry mergers and acquisitions will intensify, and there will be a watershed in outdoor new media. The strong will become stronger and the weak will disappear. For those new media companies with monopoly resources and brand and resource advantages, they will be more popular. For example, Air America Media is basically an exclusive business in airport advertising, and no one can beat it. Airports are basically places where high-end people are concentrated, so the number of customers like high-end cars and real estate will only increase. And those new media companies with few media resources and less advertising share, as well as those companies that intend to raise funds to maintain the status quo, may face bankruptcy. If outdoor new media companies lack sufficient cash flow to survive the cold winter, well-behaved mergers and acquisitions will be an irresistible trend, which will improve the market concentration and competition threshold of outdoor media.
2. The advertising scale of outdoor new media will be reduced. Advertising is the main profit model of new media companies. The financial crisis will affect the confidence of advertisers. It's always right to spend money carefully. Advertisers will consider reducing advertising costs, which will affect the cash flow of new media. For those outdoor new media that can't fully prove their own characteristics and value, they will be abandoned by advertisers first.
3. The advertising structure under the new media will change. The financial crisis began in the financial industry and gradually spread to industries such as automobiles. Industries that are greatly affected by the financial crisis will reduce their advertising budgets, such as finance, automobiles and real estate. Industries that are not affected by the financial crisis, such as fast-moving consumer goods and medical and health industries, will not be affected, and outdoor new media companies must adjust their advertising sales strategies.
4. The financial crisis will affect the psychology of the audience, thus affecting the attention and arrival rate of outdoor new media. New media depends on the size of users. Under the financial crisis, consumers will consider reducing some consumption expenditures and controlling their consumption desires. Therefore, consumers' information sensitivity and attention to advertisements will decline, which will affect the attention of outdoor new media with pure advertisements as its content.
5. Advertisers will pay more attention to the practical value of marketing, and the outdoor new media that provide marketing solutions will be welcomed. Many outdoor new media companies try to exaggerate their communication value, and some even think that they can replace TV or other media. This strategy is wrong. Advertisers are concerned about the role and effect of outdoor new media in advertising brand communication, not just the basic indicators such as scale and resources. Therefore, new media companies that are customer-oriented and propose a systematic marketing system will go further.
6. Outdoor new media must put forward a media evaluation index system oriented to the needs of advertisers. The indicators that outdoor new media must have at the same time are the scale, quality, stability, duration, frequency and concentration of audience media contact. If these indicators cannot be solved, the advertising effect will be greatly reduced, so all outdoor new media companies need to readjust the media evaluation index system.
7. The clarity of outdoor new media audience needs detailed sketch. Although the existence of new media is based on the subdivision of consumer activity space, this subdivision is not enough to support advertising. The unclear audience image of new media has also become a major obstacle for advertisers, such as who buys, when to buy, and what products to buy. Most new media can't be clearly defined, which will make advertisers look at new media from a traditional perspective and directly lead to many new media being worthless.
8. Outdoor new media companies must learn to get rid of capital dependence, practice internal strength and resist the cold winter. Affected by the financial crisis, venture capital's investment in the media is declining. Therefore, relying solely on capital is risky for the operation of new media. New media companies must practice their internal skills, make a fuss about the research of media attributes, audience structure, resource integration and media value analysis, and realize their own internal circulation. New media companies will enter the stage of business model+capital myth+gradual growth. Generally speaking, the financial crisis may lead to the reduction of corporate advertising targets, and companies will look for cheaper and more effective media and new media that are more targeted to the market. Therefore, outdoor new media must adjust their strategies in time to survive the financial crisis. In Europe and America, consumers' demand for many products is decreasing. From the perspective of China's consumer market, the financial crisis has gradually spread from the impact on the real economy to the consumption level, and consumers' confidence in China is being affected.
In the current context, China consumers, based on their own risk considerations, some expected large consumption expenditures may be suppressed, and plans to buy real estate, automobiles and large household appliances will be postponed or shelved by some consumers; As for daily consumption, although it will not be affected, consumers will be more willing to shop around than before. Finding the cheapest products and being more sensitive to the information of price reduction and discount will become the general psychology of consumers during the financial crisis. Therefore, at this stage, businesses need to increase price reduction promotions, coupons, coupons and other measures to further stimulate consumers' consumption and make products circulate smoothly. Secondly, from the perspective of consumer psychology, consumers will also have internal structural differentiation. For example, under the influence of the current financial crisis, consumers can be divided into several categories: the first category, people who are unmoved, have a relatively high income level (the annual household income is more than 654.38+10,000 yuan) or have stable jobs, such as government civil servants, private owners, and corporate executives, all belong to this category. Because they have a stable income base, it won't be serious for the time being. The second type, declining confidence, is mainly urban low-income households and migrant workers with unstable jobs and low incomes. These groups will pursue their own safety and worry about the stability of their current lives. The financial crisis will hit these groups hard. Third, speculative consumption, some middle class with a certain income will look for some investment opportunities at this stage, such as buying some high-quality and low-priced products and choosing to bargain-hunting in the stock market, because for them, there are opportunities in the crisis; Fourth, rational and cautious, white-collar workers and ordinary income consumers (urban wage earners) will be more cautious when spending, will carefully analyze some existing market conditions, and then carefully plan household income and expenditure. Holding cash will be the outstanding performance of these groups.
Thirdly, the second-hand durable goods market may be hot, such as some expensive durable necessities, such as cars and home appliances. If these products are sold at a lower price in the second-hand market, they may be very popular. For many young people born in 1980s and 1990s, if these products are just needed at this stage, they will choose second-hand products as the transition of consumption.
Finally, many consumers will start planning and preparing for their careers before the unemployment rate comes, so some consumers will spend money on charging, going to school and training, or choose to go back to school to avoid the financial crisis, enhance their competitiveness in the workplace and prepare for the future. It should be said that in recent years, a series of major events have taken place at home and abroad, such as food safety and financial crisis. , are potentially affecting people's consumption concepts and behaviors. Generally speaking, the experience of these events will make consumers' consumption concept more and more mature, and now it will also make the market structure more mature. For example, due to the financial crisis, the prices of some products based on monopoly profits may be lowered. In order to tide over the difficulties and stimulate consumer demand, the price system will be adjusted, or products will be simplified or innovated to meet the needs of more consumers, so the financial crisis is also an opportunity to adjust the industrial structure and sort out the market structure; In addition, after the baptism of the financial crisis, people's consumption will be more rational, and the psychological changes and possible changes in consumption concepts under this crisis deserve the attention and consideration of enterprises. Affected by the global financial crisis, the global end consumer goods market began to slump, and the economic slowdown affected advertisers' expectations for the future. Therefore, the world advertising industry has also been seriously impacted. China, as a booming advertising market, naturally cannot be completely immune. However, as a developing market, China still has a huge market space, so the crisis is only temporary for the China market. Compared with those countries where the consumer goods market tends to be saturated and rational, China's consumer market still has a lot of room for growth. Therefore, the short-term crisis may make some enterprises face the suffering of the cold winter, but it will also become an opportunity for others. China's advertising market is undergoing structural adjustment under the economic impact, which will bring some new opportunities. Mainly in the following aspects:
First, China's advertising industry, which has maintained rapid growth for ten years in a row, is likely to face adjustment in 2009. In 2008, due to the Olympic Games and other major events, advertising activities in China increased significantly. From TV media to print media to outdoor media and then to the Internet, it has ushered in an unprecedented development opportunity. In this explosive development process, the advertising market in China has achieved remarkable results of "quantitative change", but it still faces many problems of "qualitative change", such as the lack of uniform standards for the value of different types of media. As a result, some emerging media do not reflect their due value, some brands blindly pursue popularity and ignore the accumulation of brand value, and false advertisements flood consumers' horizons. The economic shock will prompt the whole advertising industry to re-examine these problems and urge every member of the industry to think about these problems more rationally. Therefore, advertising strategy, media combination mode, advertising effect evaluation criteria, etc. It will be further optimized under this background, and more innovative advertising marketing theories may be born.
Second, in order to control the advertising budget, advertisers will re-examine the advertising budget, so the prospect of Internet advertising will be very clear. In less than 10 years, the number of netizens in China has ranked first in the world, and the proportion of online shopping is increasing, which indicates that the Internet in China is maturing. In the past, advertisers were cautious about advertising on the Internet. With the advent of the financial crisis, advertisers need to further consider the value of Internet advertising. Therefore, in the future media advertising mix, advertisers will probably increase the number and proportion of Internet-oriented advertisements.
Third, the proportion of sales promotion advertisements that emphasize practical results and advertisements that establish emotional and interactive communication with consumers will increase, and the implantation of hard brand advertisements may decrease. Under the financial crisis, consumers' buying behavior will be more rational, and consumers will pay more attention to the three currencies. Therefore, when consumer confidence declines, the former's brand loyalty will be further shaken, the pursuit and expectation of cost performance will be higher, and the pursuit of brand experience will be stronger. In this context, advertisements that pay more attention to consumers' feelings and experiences, advertisements that publicize and give back to consumers will be more concerned by consumers, and advertisers and advertising companies need to adjust their advertising strategies according to the changes in consumption tendencies.
Fourth, the advertising market in third-and fourth-tier cities will be dynamic. At present, the market share of durable consumer goods in China's first tier cities, such as Beijing, Shanghai and Guangzhou, has become saturated, while many brands in prefecture-level cities, county-level cities and developed towns and rural markets in China have not yet had time to explore. Under the background of the financial crisis, consumers in first-tier cities will be more cautious than consumers in second-and third-tier markets, but in the vast cities at or below the prefecture level, the market space is still very large, so the downward trend of marketing is increasingly obvious. Advertisers, including many daily necessities and fast-moving consumer goods, will also increase their marketing efforts in these markets. How to reach and influence consumers in these markets through effective advertisements has become a difficult problem for advertisers.
Fifth, industries closely related to people's lives will keep growing, while some new categories and emerging market segments will become new growth points of advertising. The advertising market of general daily necessities will not be affected by the economic crisis. Based on this value judgment, various brands will increase their advertising efforts, so the advertisements of food, beverages, medicines and daily chemicals will keep growing. Secondly, the segmentation trend of China consumer market is becoming more and more obvious. At present, in many category markets that don't care about brands and segmentation, the influence of advertising on sales is gradually increasing. Therefore, sub-sectors including new energy, organic food, health concept products, auto parts, small household appliances and so on will expand advertising, pay attention to the needs of consumers in China, seize those growing sub-sectors and seek more market opportunities.
Sixth, the media industry will face a new round of reshuffle, and the role of the media in advertiser marketing will be more clear. The development of media in China is also extremely rapid, and different types of media have different positions in the life track of consumers. Therefore, different types of media play different roles in the marketing of advertisers. However, in order to better enhance the media share, the media marketing in China was relatively extensive in the past, and many media over-amplified their own media advantages and characteristics, resulting in unbalanced media development. Advertisers will be more critical of the effect of media and pay more attention to the contribution of different media in the media mix, which will further promote the media and advertising companies to dig deeper into the value of different media, thus optimizing the media mix and strategy, and making the characteristics of different media supporting each other at different stages to realize marketing value more prominent. Generally speaking, the global economic turmoil will be an opportunity for China's advertising market to optimize its internal structure, create new marketing theories, improve advertising communication methods and standardize the media market. I believe that after this crisis, the advertising market in China will be more mature.