CHINA, NATIONAL, SPACE, NEWS, BUSINESS: Shenzhou VI - a Windfall for Advertisers and All
By Tian Yuan
The success of the Shenzhou VI spacecraft showed the great progress, both economical and technological, made by China in recent years and provided a windfall for the advertisers and the companies who paid for the advertisements.
On October 17, 2005, Shenzhou VI, China’s second manned spacecraft landed successfully in Inner Mongolia, after a 115-hour journey in space. It was estimated by Xinhua that 500 million people around China watched live programs of both the launch and return of the spacecraft. The price of advertising on CCTV 1 reached up to 8.6 million Yuan for a 30-second ad, and 4.76 million for a 15-second one. Still, there were many companies showing great interest in buying it.
Mengniu was one of the companies. Being a new comer in the milk industry, Mengniu tried every way it could to enlarge its market share. Two years ago, within hours after the landing of Shenzhou V, the advertisement of Mengniu saying that “Mengniu milk is the unique choice of Chinese astronaut” was shown on more than 30 TV-stations all around China.
This year, with the success of Shenzhou VI, Mengniu as the sponsor became even more famous. What accompanied the reputation were greater profits. In Beijing alone, the sales income of its milk reached 100 million Yuan this October. The achievement had much to do with its space strategy.
While referring to electrical household appliances, another famous brand, Kelong, also took advantage of the space industry. Having sponsored the Shenzhou VI with both money and products like bridges and air-conditioners, Kelong showed its advertisements on CCTV1, CCTV2 and CCTV4 and within every program related to Shenzhou VI, the audience learned that “Kelong bridges and air-containers have such a good quality that the space agency chose them as equipment on the spacecraft”. According to the statistics offered by Kelong, its sale raised 30% in October.
Sinopec also got a great share. After the successful launching of Shenzhou VI, Sinopec made new advertisements for its famous product, the Great Wall lubricating oil, saying that “forty years good cooperation with China’s space industry is the best proof”, in order to show that its quality had been good for all these years.
Even the bookstores and toy stores got handsome profits. The books on spacecraft or on outer space became bestsellers, as a result of which the Wangfujing Bookstore prepared a special counter for books of these kinds. The toys, such as models of spacecrafts and planes, were also well welcomed.
There were still other products which made advertisements showing that they became special or sole providers for the astronauts and got good sales.
The achievements of the space industry became a new mainstay of China's advertisement industry.
The success of the Shenzhou VI spacecraft showed the great progress, both economical and technological, made by China in recent years and provided a windfall for the advertisers and the companies who paid for the advertisements.
On October 17, 2005, Shenzhou VI, China’s second manned spacecraft landed successfully in Inner Mongolia, after a 115-hour journey in space. It was estimated by Xinhua that 500 million people around China watched live programs of both the launch and return of the spacecraft. The price of advertising on CCTV 1 reached up to 8.6 million Yuan for a 30-second ad, and 4.76 million for a 15-second one. Still, there were many companies showing great interest in buying it.
Mengniu was one of the companies. Being a new comer in the milk industry, Mengniu tried every way it could to enlarge its market share. Two years ago, within hours after the landing of Shenzhou V, the advertisement of Mengniu saying that “Mengniu milk is the unique choice of Chinese astronaut” was shown on more than 30 TV-stations all around China.
This year, with the success of Shenzhou VI, Mengniu as the sponsor became even more famous. What accompanied the reputation were greater profits. In Beijing alone, the sales income of its milk reached 100 million Yuan this October. The achievement had much to do with its space strategy.
While referring to electrical household appliances, another famous brand, Kelong, also took advantage of the space industry. Having sponsored the Shenzhou VI with both money and products like bridges and air-conditioners, Kelong showed its advertisements on CCTV1, CCTV2 and CCTV4 and within every program related to Shenzhou VI, the audience learned that “Kelong bridges and air-containers have such a good quality that the space agency chose them as equipment on the spacecraft”. According to the statistics offered by Kelong, its sale raised 30% in October.
Sinopec also got a great share. After the successful launching of Shenzhou VI, Sinopec made new advertisements for its famous product, the Great Wall lubricating oil, saying that “forty years good cooperation with China’s space industry is the best proof”, in order to show that its quality had been good for all these years.
Even the bookstores and toy stores got handsome profits. The books on spacecraft or on outer space became bestsellers, as a result of which the Wangfujing Bookstore prepared a special counter for books of these kinds. The toys, such as models of spacecrafts and planes, were also well welcomed.
There were still other products which made advertisements showing that they became special or sole providers for the astronauts and got good sales.
The achievements of the space industry became a new mainstay of China's advertisement industry.
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