Liu Xiang'S Business Value Remains Strong.

The discussion of Liu Xiang's retirement game has been going on so far. Everyone is discussing how much money will be lost after Liu Xiang retire, and the influence on the agent brand.

From the actual point of view, everyone's worries are a bit too redundant, because Liu Xiang's withdrawal is not a pornographic event of Hong Kong stars. It will not cause too much loss or negative impact on the individual and agency brand. If handled properly, it will only add points to the brand.

    一、劉翔退賽并不會影響其曝光率和知名度的提升 

From the media exposure rate after Liu Xiang's retirement, Liu Xiang's return rate was much higher than that of Liu Xiang's breaking world record. The author searched with Baidu. The news of Liu Xiang's withdrawal was as high as 11 million 200 thousand, while Liu Xiang's world record was only 743 thousand.

From the above data, we can see that the news exposure rate of Liu Xiang's return to the game is very high, so that the popularity of Liu Xiang has been greatly improved.

No secret that even if Liu Xiang successfully won the championship in Beijing or entered the top three, even if it was suggested by netizens, she would have to go to the finish line. I estimate that Liu Xiang's popularity is far less than that. (the author here is not to say Liu Xiang is planning to retire).

And popularity (without negative image) is an important criterion for enterprises to choose the image spokesperson to consider. From this standard, Liu Xiang's retirement will not affect the promotion of endorsement brand popularity.

Because the popularity of Liu Xiang's retirement is not like the fame of male and female pornographic men. It is a negative and unethical image.

    二、劉翔退賽不會對代言品牌造成負面傷害 

When many people are discussing Liu Xiang's withdrawal from competition, they only think one-sided or subjective that Liu Xiang's retirement will bring negative effects to the endorsement brand.

The actual situation is not so. (I admit that it will bring some material losses to the agent brand, such as re production of advertising, etc.), Liu Xiang's retirement will not give negative effects to endorsement brands.

Because Liu Xiang's retirement competition is not comparable with the scandal of pornographic competition, because the male and female heroes of the pornographic storm are doing something against ethics and morality, and Liu Xiang's withdrawal from a certain level is contrary to the spirit of the Olympic Games being faster, higher and stronger. But from a human nature point of view, Liu Xiang's retirement from injury is a human nature. It can be seen from the message sent by Liu Xiang's endorsement brand on the second day that Liu Xiang understands Liu Xiang very well.

In particular, China Mobile the Great Wall basketball superstar has repeatedly expressed support for Liu Xiang to withdraw from the competition in front of the media. Yao Ming, while talking privately with Liu Xiang, indicated that there are many kinds of gold medal. The pain is also a mark of the gold medal. From these news, we can see that whether it is endorsement brand, the public or superstar celebrities is not only sympathy for Liu Xiang, but also understanding and support.

From this we can see that Liu Xiang's retirement from injury will not bring negative effects to enterprises.

    三、劉翔的英雄形象不會改變 

From the news of these days, we can see that no matter the summing up of the Olympic Games or the focus of Liu Xiang's attention, in the summary meeting, although Liu Xiang was very low-key, many athletes went to ask for autograph and group photo. Especially when Liu Xiang appeared at Shanghai airport, he still held flowers and was warmly welcomed by the public.

It can be seen from these news reports that although Liu Xiang retired from injury, it did not affect his heroic image.

It is not like the male and female portraits of the pornographic door. When the photo is exposed, the personal image will go down and become a rat in the street.

On the contrary, Liu Xiang's great image is still strong.

Those who ask for Liu Xiang's autograph and group photo are still in a rush.

    四、損失只是暫時現象，崛起指日可待 

Liu Xiang is still young, and this year is only 24 years old. The road of future sports is still very long, and even if the brand of the endorsement is reduced, the cost reduction is only temporary.

As long as Liu Xiang can stand on the 100 column runway with a healthy image in the future, Liu Xiang will remain the focus of the competition and the champion contender of the championship.

In this case, I believe that some endorsement brands will also automatically come to the door, and Liu Xiang's status will rise. As for whether we can reach today's peak, I am not sure, because today's summit is more directly related to hosting the Olympic Games at home.

Therefore, the author has always believed that even if Liu Xiang lost money personally, he believed that the future would be able to make up for it, because the rise of Liu Xiang on the 110 column was just around the corner.

Five, as long as the agent brand is handled properly, it will only add bonus to the brand.

From the endorsement brands after Liu Xiang's retirement, Nike reflected the fastest and most appropriate treatment. Nike produced the first ad after Liu Xiang's withdrawal from the competition, and then released a full page of Liu Xiang's head ads in major newspapers of China's daily and Beijing Youth Daily, and voted for the future cooperation of the two sides.

This advertisement shows Liu Xiang's resolute eyes with oil painting and lighting effect, and matches with a number of bright red slogans: "love competition."

Love all the dignity.

Love won it back again.

Love gives everything.

Love glory, love setbacks.

Love sports, even if it hurts your heart. "

From the actual results, Nike's advertising has won many goodwill for Nike, and has also produced a huge market effect. From the perspective of advertising exposure, the exposure of this advertisement is much higher than its actual amount in the media.

Here, the author is not defending Liu Xiang's withdrawal from the competition. Instead, he should pay attention to Liu Xiang's withdrawal from different perspectives. Let alone look at Liu Xiang's injury as a result of simple star adverse events.