Trends of online entertainment and brand sponsorship in China in recent three years
Since 2019, the number of head network integrations in China has increased rapidly to a stable level.
In the past three years, the number of life observation programs is the largest, and the investment attraction ability of comedy variety shows prominently. Talent shows in the form of talent shows ushered in a low tide, and the vacancy in the content market of talent shows was filled by star talent shows.
The sponsorship of FMCG has rebounded after three years of decline, and the overall implantation frequency of Internet applications has declined. Four characteristics of commercial realization of China’s online variety show in 2021:
Develop cultural, food and comedy programs, and the distribution of program types is more diversified.
The brand builds a multi platform sponsorship joint investment matrix to expand the reach of the crowd and improve the basic awareness of the brand.
The program focuses on the brand layout of individual categories and creates more customized rights and interests for the brand.
Bind the program IP to realize the linkage of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) scenes. China’s online variety brand sponsorship resumed in 2021
Competitive performance and funny content types have strong gold attraction; The share of sponsored brand FMCG is more than half, including more than 40% of emerging brands.
The launch frequency of mature brands has decreased year by year, and the proportion of emerging brands has stabilized at about 40%. The transformation space of popular brands’ love and recommendation is relatively high; Mature brands prefer the sponsorship form of total naming.
Four major trends of commercial realization of China’s online variety show in 2022:
Content form: Micro integration is moving towards the mainstream, and the realization is flexible and upgraded
Content and theme: chasing dividends and welcoming the tuyere, focusing on hot themes
Subdivision marketing: difference insight, user appeal and resonance
Integrated marketing: Online diversion and offline undertaking
