What is the future development direction of China advertising industry?

Thoughts on the Development Trend of Advertising Industry in China

1. Three background factors affecting the development trend of advertising industry in China.

The new century has arrived. In fact, as early as five or six years ago, many experts, scholars and authorities were actively discussing the development trend of China's advertising industry. At that time, all kinds of arguments were based on the "end-of-century mentality", and the new century just dawned. This conclusion, whether proved or falsified, will be of guiding significance to advertisers.

2. Advertising companies will develop in the direction of polarization.

In other words, no matter whether it is collectivization or aircraft carrier, there are only two kinds of competitive advertising companies in the future: one is large and the other is small. Facing the knowledge economy and the Internet, the operating costs of some domestic advertising companies are too high. Therefore, it is a development trend to become an aircraft carrier on a large scale, relying on scale, relying on level and relying on talent competition. The second category is miniaturization and even personalization. With the development of communication equipment and network, such companies will have good development prospects. At present, most modest companies may have no room for development because of high operating costs.

Generally speaking, our advertising company has followed a principle in its development, that is, to do the same thing with others, we must do it better than others. The second principle is to do something different from others and provide unique things for this industry. In this context, the biggest change of advertising companies will be the non-model of advertising companies, and our advertising companies may have various forms in the future. No matter which form appears, the first is to adapt to market demand, and the second is to adapt to customer demand. Now our advertising companies boast that each company has its own unique set, but overall, the phenomenon of patterning is very serious. Our proposal, institutional setup and personnel industry standards are basically standardized and standardized. Our customers have seen too much. Every company comes to make a proposal, saying the same thing and doing the same thing. I think there will be many patterns in the future. One of them may be different from the present, but it needs a multi-core system. Our current advertising company is often the boss or creative director, which is a core. Without this boss, this company may be a complete failure. In the future, due to the rapid spread of network, the improvement of professional level and the diversification of talents, a company may form multiple centers, and this company will be competitive, and there will be no situation where the boss takes the lead personally.

3. Many concepts in advertising activities may be redefined.

For twenty years, we have not grown up on the basis of poverty. There are some wrong ideas in our behavior. Before making mistakes, we still have some extreme ideas. For example, in the past twenty years, we will find that some people define advertisements from the artistic point of view, some people define advertisements from the marketing point of view, some people define advertisements from the psychological point of view, and some people define advertisements from the communication point of view. Everyone's understanding has some truth. However, in the face of an era of integration, we may redefine advertising from the perspective of market and function, including advertising planning and advertising creativity, and redefine what we are familiar with in textbooks. When redefining, we should pay attention to the trap of new terms, which is a difficult problem we will face in the future. For example, market segmentation, which is a good concept, is also a very fashionable concept at present, but this concept has made our advertising company suffer a lot in front of customers. We have only learned a little, and we should divide the market very carefully and professionally. In fact, the special meaning of market segmentation in China market may be a very specific market, but it must have a certain driving surface, but it is this driving surface that we often cannot define clearly.

4. Advertising media will be further saturated.

-As mentioned earlier, there are more and more media in China. In the past few years, the situation was very good. There was a long queue at the door of the advertising department, which deteriorated overnight. Such a sign is called advertising media saturation, which is actually an unbalanced saturation and an unbalanced unsaturation. Take CCTV as an example. In fact, the tight time is still very tight, but there are quite a few times when almost no one puts advertisements. The development of this situation needs to be integrated in the next step. It should be noted that, from the perspective of advertising, one of the main profit sources of customers lies in the creative use of media. This may be a big problem we are facing. We have been talking about the creative purchase and use of media for several years, but in the future we may really face such a problem: standardized media purchase. Creative use of media and standardized purchase of media may be one of the most important countermeasures for us to deal with media saturation. In the past, CCTV advertising was very difficult, and the long queue disappeared overnight. This year, CCTV held customer briefing sessions in Dalian, Qingdao and Chengdu. Why? It's not that the value of our media has declined, nor that customers really have no money, but that the market has changed and the media environment has changed. Therefore, at present, the advertising media is in an unbalanced saturated state. When it is really saturated, we may have more problems.

The relationship between advertising company and customers will be clear and reasonable.

-Except for advertising companies, including media buying companies and downstream companies, it is difficult to survive at present. The crux lies in the unclear relationship between advertising companies and customers. From the advertising company's point of view, we will complain that the enterprise has problems. However, if we attend enterprise meetings, we will hear many enterprises complain about the low level and poor service of advertising companies. The biggest problem at present is the mutual distrust between the two sides, which leads to the short-term cooperation between the two sides. Advertisers either cheat customers or are cheated by customers, which is a big problem in China advertising industry at present. Of course, some advertising companies have done a good job for a long time, but from the perspective of the industry, we have such a confusion. Therefore, in the future development, in the face of fierce market competition, it is necessary for us to redraft the terms of the relationship between customers and advertising companies. The first is friendship and partnership. Advertising companies and customers are partners in creating profits. Advertising companies can't survive if they can't bring profits to their customers. What's more, he is a risk friend of * *. If we only leave the profits to ourselves and the risks to customers, such a company will not go far in the industry, and customers will not maintain a long-term relationship with it. The core change is that when customers choose media and advertising companies, they will change from current price judgment to value judgment. Now our enterprises rely on the strength, service level or brand of advertising companies, and the core is money. Including our advertising company, also want to make a profit. Actually, it's the price, which is the core.

6. Creative dispersion and media concentration will be more obvious.

-This issue has become an outdated hot topic abroad, and many papers have been discussed. Now some big customers at home and abroad are also very obvious in this respect, so I won't go into details here.

Staff education is considered to be the most important issue.

-Because this is the key to solve the problem of talent flow, and it is also a resource to provide customers with the best service. Frequent staff turnover in advertising companies is a crux, and many people have discussed how to solve this crux. Including poaching and job-hopping, where are the core of these problems? In fact, we ignore the charm of the advertising industry. In the future development, for a mature advertising company, the integrity and systematicness of its training system may be the most critical part to attract talents. In the future, the training of our advertising companies and media may include three levels: the first is introductory education. After entering the company, newcomers must receive two or three months of introductory education and engage in basic work. If you work well and have potential, you may enter the second stage after one and a half years of work. I define it as department manager education. He may not be a department manager, but he is educated at the department manager level. A person knows how to pay attention to his own growth. He thinks there is hope for this company, not just a salary increase. His hope is the company's unique training system. He must enter the intermediate level and receive training at the manager level. This requires an advertising company to have a complete plan. After training at the manager level, you can engage in relatively core work. After working for one and a half years, I have a higher goal, which may be a director-level education.

8. Consumer behavior Consumer mentality is more complicated.

-For example, quality requirements are harsh, consumer behavior is more difficult to measure, product selection is stricter, service satisfaction is stronger, personalized consumption is more obvious, and purchase time is shorter. I think there are two trends in our future development. One is the urbanization trend. Cities account for 30% of the total market population and may be a group; The second is 70% of the rural population, which has not been effectively defined in our past advertising research. Of these two consumer groups, the stage of urbanization may indicate that China people will move from the past living state to the living state. The difference between survival and life brings us completely different thinking. Living people pursue the masses, unity and follow the trend, while living people emphasize individuality and pursue differences. This is the most important change.

Nine. The formation of diversified competition in advertising market.

At least in the next five years, our competitors will change, and the most important point is that we will no longer be confined to the domestic market. Now many advertisers are blindly optimistic, saying that we don't need to go abroad to open up markets. The market in China is big enough, and there is enough money here. In my opinion, if you can't make money abroad or at home in the future, it may be a very severe test when we face the diversification of competitors.

10. The mentality, purpose and way of enterprises using advertisements will be adjusted.

Twenty years' development has made our enterprises know why to advertise, when to advertise and when not to advertise. Advertising has both a "capable" side and a "unable" side. Between "can" and "can't", advertising has a suitable position. What should advertisers do when customers are mature and rational? Advertisers should at least keep pace with customers. Cling to the dead, and those who are not suitable will be eliminated.

-The future is full of variables. The future of China advertising industry, in terms of quantity, is full of temptations. In this change, the only constant is that China advertising mainly follows the trend and adapts to various changes.