Known as the "price butcher," the company announced early this month that it would launch its annual advertorials publishing service for 98,000 yuan at the end of this month in the national market, claiming to be the "cheapest in history." From a marketing point of view, this is just a kind of "performance art", more show, but also a little pretentious. But from a business point of view, the significance is different, it is to show off to peers, declare a burn or burn idea, at a very low price to seize the public relations advertorial marketing market share.

For a long time in the public relations industry, marketing has always been judged by how much money is spent, thinking that high price equals high end, low price equals low end. The data of wom-monitor network word-of-mouth monitoring research institutions show that the average price of public relations expenses of domestic enterprises is 100,000 yuan, while the average public relations expenses in the domestic market often reach more than one million yuan, which is obviously high. Obviously, the profit of public relations advertorial marketing has the space to compress greatly. This cannot but admire the news, this "knife" down, has its profound strategic vision and decisive market ambition. Aswen hopes that the upgrading of marketing services will lead to a deeper level of industrial upgrading.

In terms of market demand, our country has successively entered the peak of brand creation in recent years. It is expected that there are 100,000 new brands every year. Consumers are more inclined to brand consumption, enhance brand value, which is a huge business opportunity. Then 2013 is the best time to update. It is to seize the strategic opportunity of the public relations advertising market, Zhaomintong this time, deliberately provoked a price war, trying to capture the market and curb peers, killing two birds with one stone.

But the company's competitors were not impressed, and some even sniffed. A domestic well-known public relations company evaluation may be more representative: "in the public relations advertising industry, public relations in the advertorial marketing is the most complex marketing means, I think 98000 yuan of public relations advertorial publishing services have speculation, if the public relations companies are sold to such a price, I do not want to die first, it is likely to be the first to get the death of the enterprise. Fear is tinged with cynicism.

Ten years ago, Asawantong by an advertising company studio cut into the public relations industry, in its customers after a large number of accumulation, conscious plumage, suddenly brandished the price of the butcher knife, the once million public relations service fee pulled to the low price of one hundred thousand yuan, the domestic counterparts were killed in pieces, but also the foreign similar news distribution companies out of the Chinese public relations market. Talking about the "price butcher" in those days, the public relations industry still has a lingering fear.

More than 10 years later, the market pattern, the environment has changed greatly, Zhaowen repeat the old trick?

First of all, we must admit that 98000 yuan of super advertorial release on the whole public relations advertising marketing market "destructive" can not be underestimated. Strong financial strength and a large number of small and medium-sized enterprise customer accumulation is the premise of price war. However, low price is only a means to impact the public relations advertising market, and can not become the deciding factor for corporate customers to choose to buy, cheap and fine, in quality to be guaranteed. Different marketing value orientations lead to different understandings of public relations service quality, which depends on consumers' interpretation of quality. In this sense, low prices can only eat into part of the public relations market. In the public relations advertising market, the low-price marketing strategy launched by Asoft again may help it open a new market, but it is difficult to form an impact on the whole public relations advertising market pattern. After all, the current public relations advertising market is no longer like more than a decade ago when Chaowen can squeeze out other brands by low prices. The enterprises left behind after the great waves have a secret door to watch the door, which is not to squeeze out.

Moreover, the brand recognition of Asomantong is not high. The increasingly picky corporate customers not only pay attention to price, but also pay more attention to service quality and media ability. What has been described as "roast goose taste, tofu price" 98,000 yuan advertorials published price war, and let us wait and see.