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Although the Spring Festival Gala has not paid as much attention in recent years as before, it does not affect that it has become one of the important occasions of annual marketing promotion, and the huge traffic it attracts has also become the "sweet cake" that major enterprises compete for. Reviewing the 2024 CCTV Spring Festival Gala, car brands have once again become an indispensable element on the stage, most of which appear in the form of sponsorship or "implantation", but there are still many "bright spots" worth exploring.

Some people say that the "magnificent content" of the CCTV Spring Festival Gala in the year of the Dragon is extremely high, including Liu Qian's magic tricks, a number of sketch shows and creative performances, and Huawei products have been seen, and the most hard-core advertisement implantation should be Hongmeng Zhi Xuan. According to the observation of "Automotive Industry concern", the LOGO of Hongmeng Zhixing M9 is displayed on the left side of the background board where the host is located, and the brand LOGO will be exposed as long as the host introduces the content. However, there is one detail is that the intersecting M9 and Safflower Lang are inserted alternately, the first half of the Spring Festival Gala is an intersecting advertisement, and then it becomes the Safflower Lang, and then it becomes the questioning, but the overall frequency of the questioning is higher. M9 is not only broadcast by the host, but also appears on the host's background board. M9 will also give the lucky audience the right to use it for ten years as a grand prize.

There is no doubt that Xiaomi SU7 is the most surprising "egg" of this year's CCTV Spring Festival Gala. In the auditorium below the stage, the bay blue millet SU7 model is very eye-catching. When introducing the representative of the winner of the "July 1 Medal" and the representative of the Chinese foreign aid medical team of the "Model of the Times", the model of Xiaomi SU7 can be clearly seen on the camera, with the huge and obvious "xiaomi" logo printed on the base. However, Xiaomi SU7 models are not available at every audience table. It is worth mentioning that Lei Jun, chairman and CEO of Xiaomi, also forwarded two screenshots of the CCTV Spring Festival Gala.

As a sponsor of this year's CCTV Spring Festival Gala, Lantu has already announced its landing in the Spring Festival Gala of the year of the Dragon, and will give away the right to use 100 Lantu cars, including Lantu FREE, Lantu Dreamer, and Lantu Yuguang PHEV models. It is understood that Lantu is a high-end new energy brand launched by Dongfeng Motor. In 2023, Lantu sold 50552 vehicles for the whole year, successfully achieving the annual sales target of 50, 000 vehicles.

Although there are many sketch programs that use cars as props before, this may be the first time that a model for sale has been put on the stage of the CCTV Spring Festival Gala. In a sketch, Chuanqi E8 as a prop car on the Spring Festival Gala stage, its cooperation with the Spring Festival Gala may also be through advertising or sponsorship programs and other forms, known as the most hard-core advertising implantation. It is understood that Chuanqi E8 is GAC MOTOR's medium-sized mixed new energy MPV, located under Chuanqi E9, listed at the 2023 Guangzhou Auto Show, with a price of 20.98-229800 yuan.

Generally speaking, three new energy car brands, namely, Mengjie, GAC MOTOR and Xiaomi, appeared in the 2024 Spring Festival Gala, as well as Lantu, which had already been officially announced to land in the Spring Festival Gala in the year of the Dragon. As the most grand annual program and a platform full of marketing atmosphere, the Spring Festival Gala has become an occasion where major brands compete for sponsorship to obtain traffic, and the appearance of the Spring Festival Gala is just the beginning. In 2024, China's automobile industry will usher in greater challenges, especially in the field of new energy vehicles, market competition will be more fierce, products, technology, services and user experience will be improved. At the same time, with the shrinking fuel vehicle market and increasing operating pressure from joint ventures, many fuel car brands have launched unprecedented low-price strategies in 2023, and these brands are more competitive in the sinking market. As a result, while China's fuel car market still faces challenges, there are still plenty of opportunities to wait for automakers in the sinking market.

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