05 In The Second Quarter Of Solar Water Heaters Ping Hard Advertising - Hc Network Appliance

HC appliances according to the National Institute of print media

Advertisement Monitoring of system statistics, second quarter

Solar water heaters Hard print media advertising costs totaled 8.6365 million yuan, of which hard-April total 4.5104 million yuan advertising costs, advertising costs for the 2.4322 million yuan in May, June advertising cost of 1.6889 million yuan. The following chart can be seen from the second quarter, advertising emphasis placed on in April, while the

Brand Not about to carry out the same in April a large-scale advertising, which the manufacturers and merchants to meet the "51"

Golden Week Greater publicity to the arrival of the.

2 quarters solar water heater hard Advertising

Can be seen from the following chart, solar water heaters, high market concentration in the second quarter, the brand print ads focus on Wong Ming, Qinghua Sun, respectively 359.86,170.20 million in advertising costs. In addition, ranking third, fourth place 100 million energy, power Norit advertising costs less than 500,000 yuan. From the launch of the monthly view, Wong Ming ads concentrated in April to focus on other brands in April. View ad category from the second quarter, mainly advertising image advertising and promotions mainly two types of advertising. HC appliances, according to ad monitoring data of the second quarter of image advertising, promotional advertising expenses were 452.67,408.17 million, of which three, four, in May the image of the advertising costs are relatively uniform, while the promotional ads focus on in April at a cost up to 2.4667 million yuan. This shows that the "51" before the advent of the Golden Week, manufacturers have stepped up publicity efforts to meet the end-product promotions.

2 hard-quarter ad spending brand water heater

Media from the categories of the brand launch, the brand will be the mass media as the preferred media, mass media advertising accounted for 95% of the total, while home appliances and industry media put the total share of only 5 %.

2 hard-quarter solar water heaters into media advertising

Consumer market economic level decision, solar water heater running print ads focus on trends in the region was more obvious in economically developed areas is the main advertising areas, East, South and North China regional concentration of 5 / 4 of the solar water heater ad, in which East cost share is a whopping 47.26%. Southwest, Northeast and Northwest three focus only on the 4 / 1 solar water heater advertising, economic development level of the solar water heater products, particularly evident in advertising. Solar water heaters advertising is more a deepening of the local market, while relatively little attention to the breadth of advertising, national media, much less than the use of local media. Another seasonal factor from the point of view, North and South regions affected by seasonal factors, while relatively stable in North China.

Solar water heaters in all regions of different delivery strategies, in the East China area, advertising focused on running in Nanjing, Jinan, Qingdao; in North and South Central Select the city put in a relatively more dispersed. Ads are mainly distributed in large cities in North China, East China and South regions, the Northeast region without the city into the top 10 ads. The top 10 cities concentrated 66.39% of the solar water heater advertising, focus was evident.

2 hard-quarter advertising investment area solar water heater

2 hard-quarter ad spending city solar water heater

The type of analysis from the advertisers, the brand advertising run hard or to release the main manufacturers, accounting for a total of 75.66 percent, while ad-based distributor to publish promotional advertising accounts for only 17.23 percent, the various sub-vendors companies and agents, store a total of less than 8%.

2 solar water heaters hard-quarter ad spending advertisers

Three months after the second quarter after a strong advertising campaign, a new round of market cycles beginning in the third quarter will be even more intense advertising competition, the manufacturers in the channel strategy, product strategy also will have updated the layout, I believe A few months later, its new advertising strategy will also perform better.

HC network appliance industry researcher at the Institute Sheng Yuhong shengyh@hc360.com Institute

by: gaga

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