Has The Shoe Industry Star Endorsement Gone To The End Of The Road?

Star effect is a common phenomenon in our commercial society at present.

Compared with the early propaganda of products, savvy businessmen have long discovered that choosing a spokesperson who has a good public image in the society to publicize is often more effective than direct publicity. Therefore, businessmen today pay much attention to the star effect in their brand image.

This phenomenon, though appearing late in the footwear industry, is threatening.

On the one hand is the strong combination of big international brands and first-line superstars, on the one hand is the high-profile cooperation between local enterprises and various artists.

Especially sports.

This case is numerous.

08 years

Liu Xiang shocked the nest because of the retirement of the injury, and shocked all the audiences. Of course, he also shocked the sponsors of Liu Xiang.

Liu Xiang made 14 brands in 2007s: Amway Nutrilite, VISA, Erie,

Last year, Lining, a Chinese sporting goods company, signed Isinbayeva with a $5 endorsement fee of $7 million 500 thousand.

Now, in April 11th, Russian pole vaulting queen Isinbayeva announced that she would bid farewell to the stadium indefinitely.

The Orient spacetime column's survey on celebrity endorsement shows that 66% of consumers do not like a part of the advertisement endorsed by a celebrity. For exaggerated star endorsements, 90% of consumers think that they will directly affect their impression of the stars and should be responsible for advertising.

As consumers become more mature and rational in the process of footwear consumption, most consumers believe that stars do not care much about the problems in product quality. Even though products and advertising are widely divergent, most stars will adopt a silent attitude.

Over time, such a practice is a consequence of both sides for consumers and stars.

Therefore, footwear enterprises are not only very difficult to achieve the expected results, but also may have the opposite effect.

Not only the positive role of celebrity endorsement is being questioned, but also the star's dedication and compliance with contracts are increasingly worrying businesses.

Michele Lee was absent from the floor for a time ago.

Although it is difficult to decide which is right and wrong, it is a result that everyone is unwilling to see.

Celebrity endorsement focuses on the product itself.

Despite the constant storm caused by celebrity endorsements, beautiful stars appear next to footwear products. They are still very attractive. It is hard to say that celebrity endorsements are synonymous with "grandstanding". After all, good products do need proper publicity.

Many consumers also said they did not expect footwear companies to raise their product prices accordingly because of the introduction of celebrity endorsements, which would damage the fundamental interests of consumers.

For this doubt, most footwear enterprises have indicated that they will choose whether or not to use star endorsement according to their own circumstances, and will not pass the additional pressure brought by endorsement to consumers.

Insiders say that celebrity endorsement is only an advertising effect and a strong publicity for good footwear products.

At the same time, the industry also pointed out that in order to truly get the recognition of consumers, relying solely on advertising is not enough.

Only by constantly improving the quality and quality of products, can footwear enterprises occupy a place in the footwear market from the needs of consumers.

The choice of celebrity endorsement is very important, {page_break}

Shoe companies can choose just red stars, just as red stars often give consumers an illusion: the celebrity endorsement brand is also right red.

The brand is invisible and borrows the influence of the stars.

If some shoe companies say that choosing the right star is the best, but the price is too high, then we must find the star who is in the ascendant trend.

This can be used to sign stars at a lower price.

Since Anta discovered Scola in his eyes, his performance has been skyrocketing as if he were a rocket.

Wearing Anta's specially designed scolape basketball shoes, he played the standard forward data in the first season of NBA.

The national team is also in the ascendant, even the position of Ginobili's eldest brother will soon be left to him.

At the Beijing Olympic Games, Scola also earned popularity and eyeballs for himself and endorsement brands.

Anta also introduced Scola2Pe basketball shoes in a timely manner, and the two sides had a tacit understanding.

Sports stars have great potential in advertising.

Shoemaker understands that sports stars represent the sun and healthy image.

Therefore, in some advertisements of sporting goods, their appearance will appear more frequently.

In particular, the sports stars with wide influence in NBA are also the objects that modern sports brand shoes attach importance to. If you speak to them, you will get a lot of attention groups.

This is bound to be a lot of benefits, so businesses do not care how much endorsement fee to sign, they will dig deeper into the commercial value of stars.