The familiar "tip of the tongue" has finally returned after three years' delay, but it is no longer a familiar smell. "Tip of the Tongue 3" seems to have suddenly changed its tonality, with too few food scenes, most of the characters' stories are sensational, and pots and pans have become the "protagonists".

according to public information, the total investment amount of "the tip of the tongue 3" is nearly 269 million yuan, among which in 2114, Yifeng Group, a Ningxia enterprise, won the exclusive naming right of "the tip of the tongue 3" for a sky-high price of 18 million yuan, which was a sky-high price at that time. Unexpectedly, now Ningxia Yifeng Group has been caught in a financial dilemma, and its founder lost control and was once plagued by lawsuits. The reporter searched for "French Boge" on the e-commerce platform, and the sales situation he saw was also very bleak, far less than Zhangqiu Iron Pot, which was unexpectedly popular because of "Tip of the Tongue 3".

in addition to the exclusive title, in the CCTV bidding meeting in 2114, Tip of the Tongue 3 also sold the resources of three industry partners. At that time, Midea, Wang Laoji and Lu Hua won the bid, and their sponsorship amounts were 71.99 million yuan, 41 million yuan and 39.99 million yuan respectively. However, in the "Tip of the Tongue 3" broadcast today, there are no two brands, Wang Laoji and Midea, on the list of sponsors.

For the marketing waterloo caused by "Tip of the Tongue 3", the reporter interviewed several experts. Li Douguang, an expert in brand marketing strategy, said that the sequel phenomenon indicates that fans will expect higher and stricter sequels, and it is more difficult to maintain the vitality of the IP of film and television variety. The continuation of each IP requires the rational development of its value by the behind-the-scenes team and innovation on the basis of maintaining its initial intention. The decline in word-of-mouth ratings of "Tip of the Tongue 3" stems from the fact that there are too many advertisements implanted and it has not maintained its initial intention as a food documentary. For sponsors, it is necessary to test the vision of discovering IP and discover popular phenomena, rather than chasing hot spots.

"Sponsors need to consider whether there is a bubble in sponsorship fees, and they can't blindly pursue the popularity of film and television and ignore the cost performance." The entertainment critic, the dancer, said that although the word-of-mouth ratings of "Tip of the Tongue 3" declined, its influence should not be underestimated, and the brand is also interested in the audience and huge fan base. As for the downward trend of its existence, I believe that brand owners have pre-judgment. Yang Aixiang, an expert in online marketing, believes that the era of creating a brand by a media, a film and an event is gone forever. Now is the multi-media era, and a brand should make good use of richer media channels. Brand building is a systematic project, which needs continuous and systematic promotion from product planning and design, channel design and the relationship between brand and users.