互联网大厂回归、新能源汽车登场，春晚广告的变与不变

红星资本局2月10日消息，春晚落幕，关于春晚的话题却仍在热议。尼格买提成为全场甚至有可能全国唯一“穿帮”的人，被撒贝宁现挂，引发全国爆笑。而在大家回看小尼穿帮所在的魔术节目《守岁共此时》时，一直在刘谦背后举着娃哈哈的两位女士被称为“最敬业广告植入观众”。"uuid":"999e8b5a-aa8c-4ffb-b83b-727ccba52e4f","height":1194,"width":2140,"currHeight":1194,"currWidth":2140,"natrualHeight":1194,"natrualWidth":2140,"pluginName":"imageUpload","scale":1,"src":"https://internal-api-drive-stream.feishu.cn/space/api/box/stream/download/preview/TWQdbDVKWofjw2xIv64ctyMdnFc/?preview_type=16","file_token":"TWQdbDVKWofjw2xIv64ctyMdnFc","image_type":"image/png","size":3312054,"comments":">133,"recordIds":"S61LdhAQFoOY9yxnNMpcuAtinng","recordMap":"S61LdhAQFoOY9yxnNMpcuAtinng":"id":"S61LdhAQFoOY9yxnNMpcuAtinng","snapshot":"type":"image","children":,"comments":,"author":"6866334379791089665","image":"src":"","token":"TWQdbDVKWofjw2xIv64ctyMdnFc","mimeType":"image/png","size":3312054,"name":"image.png","scale":1,"width":2140,"height":1194,"align":"center","align":"center","parent_id":"Uc63dDwzIoC1oYxodcWcc95HnAg","Uc63dDwzIoC1oYxodcWcc95HnAg":"id":"Uc63dDwzIoC1oYxodcWcc95HnAg","snapshot":"type":"page","parent_id":"","comments":null,"revisions":null,"locked":false,"hidden":false,"author":"6866334379791089665","children":"TClRdPqasoBNTYxkHDmcUN4Tn4g","BaXYdBtbuoEkXkxUYA7cj7r4nNd","S61LdhAQFoOY9yxnNMpcuAtinng","Vuvxd8sgFoO5OgxyiwxcQu0snjf","R1BedENhnoRr2wxOgnjcO04snZe","YrvfdDIsKoeNh2xiuSDcnHK0nXd","OosNdCBEEoGiM5xQOcGcikeSnPg","CsutdDDEfoIgYnxmKopciP6EnKd","McsAdZe82oFLNLxuwRFcWfQonbe","MN8tdOez1oXt8OxZm39ct9XgnLc","QcuNdph99oyUIoxyTZFcuAwGnCh","AfCOdtBOkoaWupxkDjWc7AzVnPc","Ain4dgOABofcssxqHSjc6AbInsx","Czvld7df9o2xjkxi8KQc249qn8f","LWDddbUPXoVj0ixt5Vjczjzpnch","VHg6dVAV5oidi3xpwvjcTW8LnUh","BpP9d1oKuoxNsSxEVUecN8ccnch","JPmhdu7iVozMrDxhpnqc6IZgnxc","WeKBdq2JForjjBx9mm6cUAUjnUb","G9AWd3J41o54iyxVxAzcKnrvnTf","S8eQd4jISoIJNfx8jUFcNphenqd","Muw8dyfvUoFVRhxrf0tcHN4inBo","FQ12dY8vuoPEc9xI38McbMfAnfe","X7WSdaO25o4NKix236zcs3DQnsf","BNQnduBWboODq9xCUKEcp0Genfg","IUD5d7XBwoEHSvx0K2ZcLXTinU7","SQaldjmUUoLCvIxu5V2cEPuCnQQ","S0svd9ug1oiEHGxsl5VcReUSnOb","FWRAdYO6woRyUdx72BbcJHdbncf","VEfRdBbfSoM5zhx7zOAc0Oedno7","O2Yrd2ieQobKaJxbRRbcTZO2nkd","KQIVdgEgWoNgl7xM19IcBbBdnNf","OQtwdk1aDolF8pxRdmscWEzNnTe","N8obd2xsWoLgJOx9RNycLDKPnVg","LnlcdhtbGonA2DxxUXYcmyxanNc","VBpodIXTeoyDhmxtT7jcp2Zfnj1","WU5Rdz4QtojsZdxUllmc5Ejhnee","LkF4dMimfoDHcQxNE0EcLSAbnod","FNWXdKZCVo9qp0x2a2wcvALVnTe","I7FPdneM2obuqWxQBbfcyMndnYb","GcH8dbUbGopk3IxeHHRcLNlAnYe","ZD8Gd4nM8oOlzpxC4RpcIuwfnia","text":"apool":"numToAttrib":"0":"author","6866334379791089665","nextNum":1,"attribToNum":"author,6866334379791089665":0,"initialAttributedTexts":"text":"0":"互联网大厂回归、新能源汽车登场 今年春晚广告的变与不变","attribs":"0":"*0+r","rows":,"cols":,"align":"","doc_info":"editors":"6866334379791089665","options":"editors","create_time","deleted_editors":null,"payloadMap":,"extra":"channel":"saas","mention_page_title":,"external_mention_url":,"isKeepQuoteContainer":false,"selection":"id":133,"type":"block","recordId":"S61LdhAQFoOY9yxnNMpcuAtinng","pasteFlag":"1c111360-b83f-47dd-9b5a-018eee4c2de0"" data-lark-record-format="docx/record">截图自春晚官方视频号除了娃哈哈，这次的春晚还出现了许多品牌，京东、小红书、问界 M9、红花郎、五粮液等品牌纷纷登上春晚舞台。品牌商看中的无疑是春晚强大的群众基础及带货能力，而春晚中的广告，也见证了商业时代的风口与变迁。明星同款毛衣售罄下架多家新能源汽车登上春晚舞台从八十年代的“晓庆衫”“宇宙牌香烟”开始，春晚就显示出其巨大的带货能力。今年春晚也一样，章若楠同款毛衣开衫现已售罄下架，马丽同款大衣、《唐诗三百首》等商品也迎来了“泼天的流量”。而每年的春晚广告，也是各大品牌商的必争之地。红星资本局注意到，今年春晚，京东、小红书为春晚主要赞助商，鸿蒙智行问界M9、茅台、红花郎、五粮液、古井贡酒、特伦苏、梦之蓝小米汽车SU7、中国移动和广汽传祺等十余个品牌也通过主持人口播、小品内植入等形式出现。今年春晚广告依旧是酒类广告占据半壁江山：从古井贡酒到茅台，再到五粮液，白酒品牌从上世纪九十年代起，便成为春晚广告的常驻嘉宾。与前几年不同的是，今年春晚广告出现了许多新能源汽车品牌：华为“鸿蒙智行问界M9”出现在主持身后的背景上；广汽传祺作为道具植入到小品中；小米汽车模型摆在了观众席。除此之外，还有东风纳米、东风岚图等新能源汽车品牌借助春晚的舞台，向大众展示自己的最新产品。"uuid":"edb2079d-e250-4ae3-9f29-75cad54c4182","height":1614,"width":2876,"currHeight":1614,"currWidth":2876,"natrualHeight":1614,"natrualWidth":2876,"pluginName":"imageUpload","scale":1,"src":"https://internal-api-drive-stream.feishu.cn/space/api/box/stream/download/preview/PCDkb0PQ7orC6Exys4CcBtS1nLh/?preview_type=16","file_token":"PCDkb0PQ7orC6Exys4CcBtS1nLh","image_type":"image/png","size":5151059,"comments":">截图自央视春晚小品《咱家来客了》这一变化反映出了新能源汽车行业的蓬勃发展。据中国汽车工业协会发布的数据，2023年，中国汽车产销首次突破3000万辆，创历史新高。其中新能源汽车全年产销分别完成958.7万辆和949.5万辆，同比分别增长35.8%和37.9%，市场占有率达到31.6%。至此，中国新能源汽车产业实现销量连续9年全球第一，2023年销量占全球的比重更是达到60%以上。互联网大厂回归玩法和目的有了新变化值得注意的是，今年，京东成为春晚独家互动合作平台，小红书成为春晚笔记与直播分享平台，标志着互联网企业重回春晚舞台。从2015年开始，互联网企业们先后成为春晚的主要赞助商。直到去年，酒类品牌五粮液成为春晚独家互动伙伴。可以说，春晚广告见证了互联网行业巨变的十年。2014年，腾讯微信推出红包功能，为了引流拉新、抢占支付市场，他们拿下了和春晚合作的机会。2015年，央视春晚，出现了微信“摇一摇发红包”的现象级营销活动。据微信官方数据，2015年春晚直播的几个小时内，互动峰值达到了8.1亿次/分钟，微信红包收发总量达10.1亿次，同比增长60余倍。春晚过后的两天内就绑定了个人银行卡2亿张，追上了支付宝此前多年的积累，一跃成为与支付宝比肩的金融服务龙头平台。而与春晚合作、以发红包的形式拉新促活，也成为了互联网企业们接下来七年的统一选择。微信支付劲敌支付宝在2016年、2017年、2018年拿下春晚的独家合作机会，以“集五福”的玩法，狂撒8亿、10亿、6亿元红包。支付宝过后，百度又接续上去，2019年发放10亿元现金红包，为百度及旗下APP带来增量。2020年，短视频平台快手和抖音打得火热。为更快拉新、获得用户规模优势，快手成为了2020年的春晚独家互动合作伙伴。2021年，抖音接力快手成为春晚独家红包互动合作伙伴。2022年，京东拿出价值15亿元红包和商品成为春晚独家互动合作伙伴。2023年，互联网行业在集体经历了降本增效的一年后，没有一家成为春晚红包的合作伙伴。今年，京东与小红书回归，但红星资本局注意到，其与春晚的合作方式、合作目的已发生了改变。京东和小红书此次在春晚的互动不再是简单粗暴地撒红包，二者的目的也转向下沉和带货。"uuid":"42fc7431-5227-4d50-901d-930c523f462d","height":1072,"width":1638,"currHeight":1072,"currWidth":1638,"natrualHeight":1072,"natrualWidth":1638,"pluginName":"imageUpload","scale":1,"src":"https://internal-api-drive-stream.feishu.cn/space/api/box/stream/download/preview/BsQzbcEElojdGKxAsJUcy1XmnPb/?preview_type=16","file_token":"BsQzbcEElojdGKxAsJUcy1XmnPb","image_type":"image/png","size":2589250,"comments":">218,"recordIds":"LkF4dMimfoDHcQxNE0EcLSAbnod","recordMap":"LkF4dMimfoDHcQxNE0EcLSAbnod":"id":"LkF4dMimfoDHcQxNE0EcLSAbnod","snapshot":"type":"image","children":,"comments":,"author":"6866334379791089665","image":"src":"","token":"BsQzbcEElojdGKxAsJUcy1XmnPb","mimeType":"image/png","size":2589250,"name":"image.png","scale":1,"width":1638,"height":1072,"align":"center","align":"center","parent_id":"Uc63dDwzIoC1oYxodcWcc95HnAg","Uc63dDwzIoC1oYxodcWcc95HnAg":"id":"Uc63dDwzIoC1oYxodcWcc95HnAg","snapshot":"type":"page","parent_id":"","comments":null,"revisions":null,"locked":false,"hidden":false,"author":"6866334379791089665","children":"TClRdPqasoBNTYxkHDmcUN4Tn4g","BaXYdBtbuoEkXkxUYA7cj7r4nNd","S61LdhAQFoOY9yxnNMpcuAtinng","Vuvxd8sgFoO5OgxyiwxcQu0snjf","R1BedENhnoRr2wxOgnjcO04snZe","YrvfdDIsKoeNh2xiuSDcnHK0nXd","OosNdCBEEoGiM5xQOcGcikeSnPg","CsutdDDEfoIgYnxmKopciP6EnKd","McsAdZe82oFLNLxuwRFcWfQonbe","MN8tdOez1oXt8OxZm39ct9XgnLc","QcuNdph99oyUIoxyTZFcuAwGnCh","AfCOdtBOkoaWupxkDjWc7AzVnPc","Ain4dgOABofcssxqHSjc6AbInsx","Czvld7df9o2xjkxi8KQc249qn8f","LWDddbUPXoVj0ixt5Vjczjzpnch","VHg6dVAV5oidi3xpwvjcTW8LnUh","BpP9d1oKuoxNsSxEVUecN8ccnch","JPmhdu7iVozMrDxhpnqc6IZgnxc","WeKBdq2JForjjBx9mm6cUAUjnUb","G9AWd3J41o54iyxVxAzcKnrvnTf","S8eQd4jISoIJNfx8jUFcNphenqd","Muw8dyfvUoFVRhxrf0tcHN4inBo","FQ12dY8vuoPEc9xI38McbMfAnfe","X7WSdaO25o4NKix236zcs3DQnsf","BNQnduBWboODq9xCUKEcp0Genfg","IUD5d7XBwoEHSvx0K2ZcLXTinU7","SQaldjmUUoLCvIxu5V2cEPuCnQQ","S0svd9ug1oiEHGxsl5VcReUSnOb","FWRAdYO6woRyUdx72BbcJHdbncf","VEfRdBbfSoM5zhx7zOAc0Oedno7","O2Yrd2ieQobKaJxbRRbcTZO2nkd","KQIVdgEgWoNgl7xM19IcBbBdnNf","OQtwdk1aDolF8pxRdmscWEzNnTe","N8obd2xsWoLgJOx9RNycLDKPnVg","LnlcdhtbGonA2DxxUXYcmyxanNc","VBpodIXTeoyDhmxtT7jcp2Zfnj1","WU5Rdz4QtojsZdxUllmc5Ejhnee","LkF4dMimfoDHcQxNE0EcLSAbnod","FNWXdKZCVo9qp0x2a2wcvALVnTe","I7FPdneM2obuqWxQBbfcyMndnYb","GcH8dbUbGopk3IxeHHRcLNlAnYe","ZD8Gd4nM8oOlzpxC4RpcIuwfnia","text":"apool":"numToAttrib":"0":"author","6866334379791089665","nextNum":1,"attribToNum":"author,6866334379791089665":0,"initialAttributedTexts":"text":"0":"互联网大厂回归、新能源汽车登场 今年春晚广告的变与不变","attribs":"0":"*0+r","rows":,"cols":,"align":"","doc_info":"editors":"6866334379791089665","options":"editors","create_time","deleted_editors":null,"payloadMap":,"extra":"channel":"saas","mention_page_title":,"external_mention_url":,"isKeepQuoteContainer":false,"selection":"id":218,"type":"block","recordId":"LkF4dMimfoDHcQxNE0EcLSAbnod","pasteFlag":"1c111360-b83f-47dd-9b5a-018eee4c2de0"" data-lark-record-format="docx/record">左图截图自京东官方微信号，右图截图自小红书APP“一分钱带回家”是今年京东春晚营销的核心玩法，意在进一步开拓下沉市场。小红书则发起“大家的春晚”活动，利用预约直播间蹲好礼、连线星朋友、过年疯一下、免费领奶茶、我的宠物、领专属烟花等六大核心玩法，推广小红书直播带货及本地生活。春晚广告是观察中国经济和社会变迁的一个窗口。今年春晚，酒类品牌的长青、新能源汽车的大量露出、互联网企业的回归，无声地讲述着商业世界的过去和未来。红星新闻记者 张露曦 俞瑶编辑 肖子琦