CCTV's "Same Song" Brand Industrialization Operation Reaches a Peak

Recently, it was discovered that the "Same Song" concert has been published on the internet and various media, with two performances in November this year at Dazhou Sports Stadium in Sichuan and Suqian Sports Stadium in Jiangsu. The celebrity lineup is luxurious, including Pan Weibo, Xiao Yaxuan, Zhang Weijian, Su Yongkang, Liming, Qian Baihui, Ke Yimin, Wu Sikai, Li Yijun, Jay Chou, Sun Nan, Han Hong, and Chen Huilin, Sun Yanzi, Song Zuying, and others were all present.

Is this large-scale concert, which has been suspended for over two years, making a comeback again? The reporter interviewed Zhang Jiahao, the person in charge of the same song, with this question in mind.

  Industrialization layout first promotes audio-visual mobile phones, and entertainment marketing has achieved unprecedented success

Zhang Jiahao introduced that "The Same Song" was founded in 2000 and is a brand program of CCTV. In the past decade, it has been popular both domestically and internationally. After its suspension, but the brand is still there, it would be a pity to lose it. In 2010, CCTV Media attempted to industrialize the operation of "Same Song" and first entered the communication industry, launching "Same Song" audio and visual smartphones with audio-visual functions.

The phone was launched in May 2010 and quickly won the love of fans. On August 2010 and January 14, 2011, two "Same Song Music and Painting Phone Night Concerts" were held in Guangzhou, and over 40000 phones with the same song music and painting were instantly sold out by fans.

According to Wen Xuejian, the operation manager of the same song music and painting mobile phone, the same song music and painting mobile phone does not adopt the traditional channel agency and store sales model like all mobile phone brands, but adopts a pilot sales strategy. Under the core brand concept of "Chinese heart, national sentiment", only around the cultural and entertainment value of the same song brand, an entertainment marketing model has been proposed. Specifically, it means a ticket for the same song+a commemorative version of the same song's audio and visual phone.

Zhang Jiahao introduced that "The Same Song" has deeply penetrated people's hearts in the past 10 years, and many people have grown up with "The Same Song". Nowadays, the positioning of the same song, sound, and picture mobile phone is commemoration, nostalgia, fashion, audio-visual, and differentiated marketing. In the past, tickets for the same song were hard to come by, but now although CCTV no longer broadcasts it, its fans are still there. The use of the same song, sound, picture, and mobile product marketing concert can still attract the favor of old fans.

This is also the precise positioning of the same song brand industry operation. Because now all product definitions revolve around the elements of the same song's own brand and ethnic style. In terms of market operation, a customized approach is adopted. Fans, enterprises, and various social groups can customize the same song brand mobile phone according to their own needs, and then combine the same song, sound, and picture mobile phone marketing to promote large-scale events.

  "Same Song" Brand Operation Industrial Park Settles in Chongqing

Originally, this same song music and picture mobile concert is no longer the same song concert. However, Zhang Jiahao believes that the two are not completely unrelated. As the only CCTV brand, "The Same Song" has an influence, weight, and brand awareness that other brands cannot surpass. And each party is planned and coordinated by the original team of the same song. It is precisely based on this that the same song, sound, and picture phone can achieve a deeply rooted brand effect.

It is reported that in 2011, the same song, music, and picture mobile phone was included in the group's procurement category by China Mobile Communications, with the first batch of orders of 1.2 million units. In addition, the "Same Song" brand operation industrial park will also settle in Nan'an District, Chongqing. In August 2011, at the invitation of the Chongqing Municipal Government, the same song music and painting mobile operation center reached an agreement with the Nan'an District Government of Chongqing: the Nan'an District Government of Chongqing will provide land for the same song operation or center to establish the first "Same Song" brand industrial park in Chongqing. This is the first physical foothold for the industrialization of the brand operation of "The Same Song".

When asked about the positioning of the "Same Song" brand in the later stage, Zhang Jiahao confidently said that the industrialization operation of the "Same Song" brand has just begun, and in the future, he will still adhere to the brand factors of "Same Song" itself to explore its commercial value. Firstly, it is certain that more and more people will use the same song, music, and picture phone in their hands, because it is not just a phone, but a memory, a national sentiment, and an emotional attachment.

Original link: http://roll.sohu.com/20111018/n322534861.shtml