At 4:00 pm on April 21st, the Papi Sauce Advertising Auction held in Beijing only took a few minutes to bid. The beauty electronics supplier photographed the advertising rights at a price of 22 million yuan. During this period, the Internet TV brand Micro Whale raised 18.3 million.
The micro whale quickly released a public statement after the auction concluded:
We respect the rules of the commercial society market and will continue to work on the output of young people and the development and production of black technology products. Thank you for the support of 15.3 million viewers online today.
Zhang Quanling, a partner of Ziniu Fund, organized an online interview at the auction and expressed the views of hardware companies participating in the auction. Zhang Quanling thinks:
“One is the property of papi sauce itself. Young people like to have a good sense of humor and like new things. This is the consumer group of the two hardware companies. I once spoke to Coworth and the consumer group is the main group of Cobos after the 85th. This coincides well with the fans of papi sauce itself.
In addition, today's event is not influenced by the papi sauce fans themselves. It also has a huge social impact. (Hardware companies) do not see short-term advertising interests, but it is a historical point of time. Only by understanding this historic point of time can we understand its super premium. â€
Before this, there was a "rumor" circulating in the social communication channels, saying that the final seller of this auction will be produced in the three families of micro whale, millet, and Shenzhou. Some media sources believe that the rumored promoters came from the micro-whale area. The fact that can be confirmed is that the microwhales did indeed regard this matter as one of the focal points of the competition after participating in the auction of the papi sauce advertisement.
Since this is the case, why do hardware manufacturers such as Micro-Whale and Coworth not fully take this bid? For a marketing event, there is no essential difference between the 18 million budget and the 22 million budget.
The author believes that: hardware manufacturers do not have full grasp, there is no corresponding demand to promote sales or enhance the brand through the net red economy. The micro whale does not intend to succeed in the final bid. It seems that their purpose is more on bids and on live broadcasts for bids.
Taking micro-whales as an example, when the Internet TV brand pattern is relatively shaped, brand awareness not only affects sales volume, but also has a significant impact on hardware upstream and downstream cooperation, content service docking, and so on. More exposure and more active participation in public activities are the consistent actions of the microwhale since its creation. However, as a startup company, if it can't help its business and capital status to achieve "breakthroughs" and qualitative changes, it will certainly be the former when it comes to small-cost participation and big price wins.
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