Haier Zhang Ruimin does not go the way

Recently, Chen Chaohua, editor-in-chief of Southern Metropolitan Entertainment Weekly, posted a letter on Weibo, saying that Haier had sent an e-mail to inform the media that it would no longer be required to launch hard and wide magazines. Chief Editor Chan sang: "She (Haier) does not make friends with the magazine."

The Chinese public opinion circles in which “the traditional media must die” are so rampant that the disappearance of a newspaper group and the launch of a smart TV can all be dragged down. “The traditional media field will begin to really dissolve. This is the future. There will be one of the major events in 10 years, "the cloud is clouded, and then there is a gloomy discussion of words like "self-help, transformation, and integration."

So at this point, the voices such as "Haier should have parked the magazine hard-and-fast" and "Zhang Ruimin's reflection on Internet thinking" also appeared in a timely manner. These articles are over and over again, and their core ideas are a few words - "Hard to see nobody," "The traditional media has no hope," "Only the Internet is an effective marketing method."

Indeed, the first brand of Chinese home appliances, and also the champion of online advertising for consumer electronics brands, said nothing to the magazine. At first glance, they all look like a prelude to a rainy day. "This is to drive traditional media to death! ”

But do you know? In 2012, the entire household appliance industry spent magazine advertising only accounting for less than 5% of the total advertising costs of magazines. By the first half of 2013, this proportion further shrank, falling below 2%.

Haier did not play magazines. But what about it? The magazine was not based on Haier's meal!

Magazine advertisements have always been the world of make-ups, clothing cars, and luxury watches. The investment from these industry owners accounts for more than half of the magazine's total advertising costs. Specific to advertisers, TOP10 is also mostly foreign brands such as Lu Weixuan. In 2013, the shrinking advertising market in magazines was mainly due to the lack of support from key industries such as autos, and it was not related to “Haier” (Interestingly, the advertising of the household appliances industry for magazines even increased in the first half of 2013. ).

The magazine is hard and wide, and it is indeed a marketing field in which “Haier” is not important. Withdrawals now also cannot influence the broader market trend. Rather than hardly linking this issue with Zhang Ruimin's "Internet thinking," it might be better to say that due to the tight funding chain of Haier in the near future (frequent selling of stocks), marketing expenses need to be reduced, and indiscriminate magazines will be forced to reform their first knife.

If there are still people who have to go online to read, talk about "hard, broad, and no-view," "traditional media has no hope," and "only the Internet is an effective marketing method," and I will give two examples to refute.

Super Bowl, 3.8 million US dollars per 30 seconds of human TV advertising highlights. There is not a single "soft implant," and all of them are "hard advertisements." Over the years, advertisers have scrambled for fear that their advertising films are not exciting enough and nobody pays attention. The videos of Super Bowl advertisements often become the headlines of video websites. Why aren't any of these standards hard-sell advertising?

Soft and hard, the difference is whether or not it can center on emotions and suspense and cause consumer interest instead of rigidly sticking to content and form. 1P well-planned "magazine hard" and a lack of "network soft paper", which is less likely to cause consumer resentment?

As for those friends who talk about "losing advertising value in traditional media" on the Internet, I suggest that you pay attention to a company named "Xiang Kang." This company, which started out on a radio station, thoroughly brainwashed groups of middle-aged and older people to buy their fake health products with “Radio Science” and high-frequency bombing all-weather. After CCTV was exposed, Xiang Kang's program was broadcast correctly.

Although this is an extreme negative example, it also fully illustrates that there are no bad channels and only look at how advertisers choose and operate.

You don't have to think about "traditional media" and "hard-to-broad," and you don't have to think of "Internet thinking" as the master key to solving everything. Doesn’t Zhang Ruimin’s road be a dead end?