Why are advertising companies going downhill?

In the first 20 years, the advertising market in China has developed rapidly, but in these decades, the advertising industry in China has not made corresponding achievements because of the advertising market in China.

The most obvious advantage of China's traditional advertising industry is only commercial resources, but this resource only benefits from our geographical location. With the advent of the Internet era and the changes in the advertising market, the advertising industry in China is struggling. So what is the real reason for the decline of advertising industry in China?

We can be divided into the following categories:

1. Changes in customer structure With the post-80s, post-90s and even post-90s becoming the mainstream consumers in the market, the marketing concept has undergone earth-shaking changes. They respect their own views, pay more attention to the quality of delivery, and are willing to pay for valuable services. Consumers in China have begun to raise their consumption awareness as a whole.

Second, the change of information dissemination mode With the maturity of the Internet era, people have more and more channels to obtain information. In the era of information explosion, people are more willing to believe the evaluation of third parties without relevant interests. Based on socialization and community, word-of-mouth (evaluation) and sharing have become the main modes of communication, which are becoming more and more important to the current consumption behavior.

Third, decentralized services With the development of the information age, the quotations of various media have become more and more transparent, and advertisers can easily know the prices of cooperative media through various channels.

Advertising companies have been unable to obtain more profits through media monopoly, and the price difference space of media agents is very limited at present.

Four. Fiercely competitive market With the decline of traditional media, the advertising industry has relied on the media for survival for a long time. In the case that the traditional advertising service market is increasingly squeezed by the Internet, the competition in the advertising market is becoming increasingly fierce.

1, the entry threshold of the industry is too low, and there are no access restrictions, which makes the advertising companies mixed, the market competition is extremely fierce, and it is difficult for high-quality small and medium-sized advertising companies to become big.

2. The subdivision of advertising major and the change of consumer structure determine that the current marketing is niche accurate communication, which requires communicators to subdivide their own majors and be able to play well in all circles of the target market. In order to keep up with the needs of consumers, companies with resources have set up their own marketing departments and hired post-90s generation to do marketing work. The decline of traditional advertising industry is also an opportunity for the development of emerging advertising market. Are there any advertising service companies around you that seize the opportunities in the circle market and achieve "small but beautiful"? Looking forward to your sharing.

Answer: Quietly, the Internet has changed the form of advertisements, discussed the future together, and paid attention to the official WeChat account marketing flights.