The rapid development of China's advertising market in the past 20 years can be described as a sharp contrast to the fact that China's advertising industry has not made corresponding achievements because of China's advertising market. According to the normal market law, a market development at the same time, will inevitably lead to the improvement and development of the market-related industries. But where is the development of China's advertising industry? Where is perfection? This is a question worth pondering by the Chinese advertising industry.
In 2006, Omei's acquisition of Black Arc caused a great shock in the industry. As the chairman of Omei Greater China said, "Black Arc is familiar with real estate advertising business, we are familiar with brand building, which will be a complementary cooperation." This more or less illustrates the problem that the most obvious advantage of China's advertising industry is only business resources, and the formation of this advantage can only benefit from our geographical location, that is to say, the advantage of this business resources is only our local regional advantage. It is precisely for this reason that, while China's advertising market is internationalizing, China's advertising industry is not internationalizing, on the contrary, it is in the situation of being annexed or marginalized by international advertising companies.
Why did China's advertising industry come to such a situation? In fact, we know some other facts, so we won't be confused about the current situation of China's advertising industry. For example, the "European Classic" floor incident and the "National Dental Prevention Group" incident, which have been boiling over the past two years, are still relatively influential. As for the other small false advertisements and undesirable advertisements that have been investigated and punished. It is even more countless.
In my time in contact with the advertising industry, I heard the industry's awareness of advertising said the most words: "blowing, within a reasonable range of blowing." Such an understanding is not only a misunderstanding of brand communication understanding, but also a distortion of marketing understanding.
The formation of a brand is a long-term strategic issue. In this regard, China's advertising industry lacks a clear attitude of understanding. It is more based on the level that tends to give the brand connotation, while ignoring the most basic factor of the brand, that is, integrity. Of course, this understanding is also related to China's market environment.