After Winning Transformers 3, Who Is The Winner &Nbsp?

July 21st, the United States Blockbuster Transformers 3 landed in China. Seeing the characters wearing the Mts. Bang Wei MTEE series T-shirt, drinking the Yili Shu milk, watching the TCL 3D TV, and using Lenovo ThinkPad to surf the Internet, the Chinese audience couldn't help smiling.

Although the major domestic brand In the "change 3", it has earned a lot of face and scenery. However, the reporter noted that in the capital market, in addition to the Hong Kong stock Lenovo Group soared 9 points on the day of July 20th, and then floated on the other day, other U.S. state clothes and Erie shares did not appear to be up sharply, especially in the case of the TCL share price falling from the "3".

Lenovo:

The end market is "win-win" with the two tier market.

Rough statistics, Lenovo, mite bond, Erie and TCL four brands in the movie advertising time longer than 5 minutes. Among them, Lenovo computers are the most frequent ones.

All computers must be Lenovo, there are few careful users, close-up no less than 5 times. Among them, NASA officials use Lenovo LCD computers, and the small Transformers Brains, which is next to the hero Sam, is finally spanformed into a Lenovo ThinkPad Edge notebook computer.

Computer spanfiguration robots, such advertising implants are natural, but most viewers may only remember the flash of Lenovo. However, in order to make up for the shortage, the Lenovo stores in China, Russia, India, Japan and so on carried out promotional activities at various levels during the play of "changing 3", giving consumers a deeper impression.

Yesterday, reporters in Hangzhou's three main street computer city to see, many Lenovo stores have changed "3" launched a hot promotion, such as buying a specified series of computers, you can get " Change 3 Limited Edition Poster, commemorative edition T-shirt and so on.

"Transformers 3" before and after the release, Lenovo sales have been very good. The head of a Lenovo store in Xixi Cyberport said that the summer vacation was the best selling time in a year, and whether it was the movie promoting sales volume, in fact, it was hard to say clearly.

But in the capital market, Lenovo's share price performance seems to confirm the merit of "change 3". In July 19th, Lenovo Group fell 2.50%, closing at HK $4.620 / share, but it soared 9.19% in July 20th, closing at HK $5.110 / share. In the following days, it also rose well, closing at HK $5.190 yesterday.

Wang Dong, marketing director of Lenovo's business affairs department, also said that although the specific cost of Lenovo's sponsorship as a sponsor was not disclosed, the propaganda of "change 3" was "very effective and very cost-effective" compared with the previous domestic film and TV drama script implantation.

Max Woods:

The two cooperation is not obvious.

It is not difficult to find the figure of mus bond. Because the actor's costumes from the beginning of the film are the MTEE of the five patterns of the palace, and in the first 3 minutes, the male characters appear on the screen. This is also the longest time in Transformers 3.

It is understood that, as early as 2009, in the "Transformers 2", mus. Bang Wei It has become an important placement advertisement in the film and has achieved good results. With the launch of Transformers 3 in China, the price of 3 series products is estimated to be around 80, and the total shipment volume is close to one million pieces. The price of the 3 series clothing is priced at 79-100 yuan. If sold at full price, it will bring about 80 million yuan sales for the United States. According to legend, at the time of a film show, the deputy chief of the US group has revealed that the number of investment is "8 digit".

Yesterday, reporters visited the US Road flagship store in Yanan. Sales staff said that the "Transformers" series of clothes was launched in 2009, which was very popular at that time, and this year is only a continuation of the original product on the original basis. At present, there are more than 20 styles of clothes in this store, but they only have male money and no female money. {page_break}

"This year's" Transformers "series of clothing is not selling well, although the price is between 80 and 100 yuan, and the style is also better than the original, but the sales volume is far less than that of the new series such as tuskey and zombies. After all, the novelty of the same series may continue to drop. Sales staff said that although the average daily sales volume can also be around 40, but they all benefit from the discount of stores or buy one get one first, run volume sales.

In the past month, the windows and posters of the MTS Ban Wei were basically promoting the "Transformers" series. After the movie was released, the "Transformers" series of clothes sold better than before, but there was no significant increase. Only the short sleeves worn by the leading actor in the movie were more popular.

In the capital market, the United States Clothes & Accessories The share price also performed poorly. In July 20th, the United States rose 3.65%, and closed at 33.19 yuan / share, but in July 21st, it fell 1.99%. It closed at 32.53 yuan / share, and then rose and fell in the following days. In July, the 26 daily newspaper collected only 32.10 yuan / share.

Erie, TCL:

A blockbuster and a glimpse of surprise

"Let me finish the Shuhua milk first, and then I'll tell you." Most of the audience in the movie theater laughed when the strange Asian actor spoke the line.

For this line, the director Michael Bbe explained at the opening ceremony, "at that time, if the actor said Coca-Cola was not very funny, Shuhua milk could achieve a kind of joyful effect. When they were shown in the United States, Americans saw that they were all laughing. It's just a tool for making comedy. I'm not advertising milk. "

It is understood that "Transformers 3" is also Erie's first attempt to insert advertisements in Hollywood blockbusters. Earlier, Erie wanted to let one of the protagonists bumblebees drink milk and asked for a line to mention "China milk" or "Shuhua milk". The request was rejected by the director, and then the Chinese American actor's funny performance was designed.

However, reporters from Hangzhou Huarun Wanjia and Century Lianhua learned that after the Transformers 3 was released, sales of Yili Shu milk did not change significantly. "Shu Hua milk has been selling well in the domestic market, and it is very likely that Erie wants to further expand their overseas market by putting advertisements in films." Huarun Wanjia responsible person said.

In addition, compared with the laughing milk lines, many viewers did not find the TCL logo in the whole "change 3".

In the movie, TCL's shot is indeed a glimpse: the heroine is imprisoned, and the hero is going to rescue him. He doesn't want a big TV nearby to become a robot "laser bird" to obstruct it. The lens appeared for about 5 seconds, and the TCL brand LOGO also showed at the same time.

The TCL responsible person disclosed that in the TCL 3D TV marketing, you can use the element of "change 3", but you have to charge the authorized fee within 5% of the market price. The authorized price is about 500 yuan at the current 3D TV retail price of about 10000 yuan.