The "Landlord" Event Makes Domestic Outdoor Brands More Cautious In Choosing The Celebrity Endorsement

Recently,

The news that Jaycee Chan was arrested for drug abuse quickly occupied the headlines of various media. The chain reaction of the star drug scandal soon surpassed the entertainment circle, which almost made the endorsed commercial brand fall into a negative whirlpool at the same time.

The "landlord" incident makes some companies that are preparing to consider celebrity endorsements more cautious.

Xu Rongsheng, chairman of the lion brand outdoor products Co., Ltd., said that in South Korea, popular outdoor brands generally choose to be popular celebrities to endorse, so they can guess who is right red from the spokesperson of outdoor advertising. Considering that the ultimate trend of the future of the lion brand outdoor is biased towards Han Feng outdoor, celebrity endorsement has long been put on the development agenda of the company. But seeing that "Ke Zhendong and Jaycee Chan's drug abuse incident" once again spread to all brands, let him and the brand have to be more careful.

"Besides

Besides brand fit, brand spokesperson's safety should be the first place.

After all, celebrity endorsement itself is intended to bring positive energy to the brand, and promote the rapid promotion of brand awareness through the establishment of a spiritual example and opinion leaders.

Xu Rongsheng said he even recalled the occasion when he invited Baoqiang Wang to speak for his other brand, the lion king.

At that time, there were two candidates in front of Xu Rongsheng, one was Baoqiang Wang and the other was Jinggangshan. He took into account that Baoqiang Wang had little scandal in the entertainment circle and was rather safe from a certain angle. So he threw millions of dollars to sign Baoqiang Wang in the year.

With the surge of popularity, there is hardly any negative news coming out. Xu Rongsheng and his lion brand have gained rapid development.

This story, which happened on his own brand, has made Xu Rongsheng even more aware that he should be safe in pursuit of his lion's outdoor selection.

Once the star of a betting star is affected by its own negative effects, sometimes it is not just a huge endorsement fee, but also a headache. Whether it is the "pornographic door" or the "Ke Zhendong and Jaycee Chan incident", its negative impact will continue to interfere with brand growth and linger like a ghost.

In fact, Jinjiang enterprises always have a liking for popular stars. The promotion of brand awareness by using the high exposure of the stars nowadays has almost become the most representative move in the brand marketing strategy of Jinjiang enterprises.

Just now, celebrity endorsement seems no longer the omnipotent "marketing medicine".

"In the old days, business was good, and as long as there was image, merchants could be invited. As long as the dealer gave a celebrity endorsement, the order quantity would go up. Now this move almost can not achieve any effect. If you invite a big star to endorse, instead of throwing money on it, it is better to spend the money in real place and sink into the terminal store to do marketing."

Xu Rongsheng said.

Originally, celebrity endorsement is a matter of icing on the cake, and it is definitely not necessary to make timely preparations. Lin Tianhuang, general manager of Tian Lun Tian outdoor products Co., Ltd., said that the attitude of enterprises to look at celebrity endorsements has changed 360 times. In the past, the enterprises must look for dealers and see the market, so that they can have the chance to stand out. In these two years, the footwear industry continues to stagnant, and enterprises do not have more energy to support these marketing expenses. Naturally, they return to the pure "work" era.