Lobster Advertising in China

Lobster has been long on the list of the most popular sea food in China where the great importance attached to food stands for one of the core values in Chinese tradition, but as lobster consuming has grown with the rapid economic growth, it seems that the coverage of advertising on lobster has not gone through the same boom.

Advertising special and only for Lobster is rarely to be seen on TV, either on CCTV channels or some local channels, most of the time there can be advertising on some restaurants that sale lobster in gourmet or travel programs. As for publication, also there are sometimes some lobster-cooking restaurants recommendation can be seen on gourmet or travel magazines, or a general introduction of lobsters in some particular region in geography magazines, and in the second case, this coverage cannot be defined as advertising in regarding to the nature of the magazines.

In addition to the tradition media, on the 2 major types of the prevailing online advertising, PC advertising and mobile advertising, the coverage for lobsters still cannot be described as noteworthy enough. They are as so much not often to be displayed on popular video websites such as Youku and Tudou, or the hot-links on major shopping websites such as Taobao and Meituan. Usually people get to see the advertising only when they are searching particularly for lobster.

There may be 2 major reasons of the imbalance of the market and advertising on lobsters. First, for the catering industry, advertising like great campaigns adopted by fast consuming goods industry cannot be done easily as the marketing strategy needs a whole chain of supporting functions and funds which usually can only be mastered by some huge corporate. Second, the love for lobster is largely decided by regional and group effect, after all, people who love sea food, no matter how huge the quantity is, are still a small portion of the whole population and often concentrate in some particular region in this country of such a huge population and tremendous diversity.

By Daxue Consulting