Is Song Hye Kyo Good Enough To Speak For The Big Stars Of Autumn?

"To find a celebrity endorsement conforming to the brand temperament connotation can not only explain more rich brand value, but also increase popularity, quickly occupy the market and achieve sales growth."

Indeed, there are many women's brand names because they have found them.

"Song Hye Kyo" effect

Song Hye Kyo speaks for the people of autumn.

Not long ago, Hangzhou was famous.

Only a couple of other women's clothing brands also invited Huang Shengyi to be their spokesperson.

It is understood that Huang Shengyi's trip to the day was very low-key, the store did not carry out large-scale publicity, but only a banner at the door, even the fans of Huang Shengyi are not very well informed.

"At that time, Huang Shengyi wore an orange jacket. He was very thin and very energetic. He stroll around the shop and picked out two spring and summer clothes. He left in a hurry, and the whole process was less than half an hour."

One of the shop assistants recalled.

"The big star spokesmen are here. How's business on that day?" the reporter asked.

The clerk of the shop smiled, "not many customers came to buy that day, but Huang Shengyi tried on two clothes in the shop. The agent saw that he felt the effect was good, and he picked the same clothes, ready to buy it home and wear it himself."

Asia's iconic fashion brand YISHION YISHION once held hands with Cecilia Cheung, and recently changed its brand spokesperson to join hands with Asia's high popularity, launching a series of YISHION TEEBOX tides this summer.

YISHION believes that Han Geng's health, sunshine, vitality and public interest are his personal most notable labels. His leaping posture, handsome appearance and healthy image are all natural with YISHION YISHION's fashionable and healthy brand temperament.

Han Geng's personality, talent and extraordinary experience represent the young people's pursuit of dreams, self expression, courage to challenge, and the spirit of leading the trend. This is the vivid interpretation of YISHION YISHION brand.

Also on the road in Yanan, there is a super flagship, a young clothing brand named meth's bond, which is constantly moving on the endorser: from the early spokesperson Aaron Kwok, to the very successful successor Jay Chou, to the overseas spokesperson, Wentworth Miller, and the model Wentworth Miller Bruno de mono, who were invited by his high-end brand, and then signed the "elf Prince" Orlando Blum.

And constantly enhance the brand image.

Of course, not only these, but careful consumers will find that the brand names of celebrities are everywhere.

As long as a little famous brand, almost all star endorsements.

Love you, not because you invite stars.

With the enhancement of brand awareness of Chinese women's clothing enterprises, women's clothing enterprises pay more and more attention to the shaping and dissemination of brand connotation. Choosing celebrity endorsements has become a habit marketing mode.

But as Zhou Chengjian, chairman of the US group, said, it's like a bet to spend big money on celebrity endorsements.

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When done, stars can become a "tonic" for rapidly enhancing brand awareness and promoting sales. If it doesn't work well, the endorsement fee that will not be easy to fall down will be wasted.

In the process of growing up, Chinese consumers have become more and more rational.

Buying clothes is about style, fabric and workmanship.

If you ask Gong Li or Zhang Ziyi, please Zhou Runfa or Kaneshiro Takeshi, if there is no real value, no one will buy your account.

In other words, if the brand has picked up enough stars to be lucky enough to attract consumers' attention and facilitate the paction by relying on the popularity of celebrities, the proceeds will be impromptu and one-off.

So in the final analysis, please do not ask celebrities to endorse, and ask what celebrity endorsements are not the key to the survival and development of enterprises. The real ultimate ability to retain consumers is always the quality and charm of the brand itself.

"Big names" are not all prosperous.

It's expensive to ask celebrities to speak for themselves. Are these clothing brands actually selling well? Is it possible to earn a full pot like an enterprise?

Reporters first walked into the mus and bang Wei flagship store on the road to Yanan. In this busy street corner, people always come and go, and streams are constantly moving. Even in the afternoon, there is no lack of popularity in the shop.

Most of the shoppers who came to the shops were student like young people. There were also some outsiders, with cheerful background music. The customers picked up the latest summer clothes in a hurry. Sometimes people walked to the cash register, handed over the goods, paid the bills, and then left happily.

In the 20 minutes of the reporter's stay, a total of 3 customers completed their consumption, and the unit price was about 150 yuan.

Such sales performance is closely related to celebrity endorsements. Zhou Chengjian, chairman of the US group, said in a media interview: "before 2000, we almost lost money.

At that time, we concluded that the popularity of the brand is not enough. If there is more publicity, more people will buy our clothes.

At that time, we invited Aaron Kwok to be our spokesperson. We spent tens of millions of dollars, but we won the gamble, and we made money in 2001.

Then the reporter came to the YISHION store on Qingchun Road, where the flow of people was relatively small, and the scenes were basically similar, but the order of the customers was not so fast.

Han Geng, a student who is choosing a T-shirt, said he was a fan of Han Geng. He used to buy YISHION clothes. Now he has become a spokesperson.

But in some other clothing brand stores with celebrity endorsements, the news is not so optimistic.

Take the newly opened women's clothing store on the south of Hu Shu Road as an example. It may be a newly opened relationship. Only four or five guests patronized the 30 minutes of the reporter's stay in the shop. Two of the fashionable young customers swept around the shop in a hurry and went out without even looking at Huang Shengyi's huge posters in the shop.

The head of the brand company, who did not want to be named, said that when Huang Shengyi came, the store did not formally greet guests, so the sales performance had no reference value on that day, and now the shop began to sell normally. As for the effect of celebrity endorsement, it is not yet available for evaluation.

"I think it is necessary to ask for celebrity endorsements."

Zhou Xinzhong, chairman of Wenzhou clothing brand news bird company, said in an interview: "for our brand, spokesperson can increase communication with consumers and stimulate consumption."

Zhou Xinzhong said that the company has long recognized the importance of brand and culture to clothing enterprises. Since 1998, the good news birds have hired one of the "ten great costumes of Hongkong", and Simon Yam has become the ambassador of "good bird".

Last October, SAINTANGELO extended its fashion menswear brand S.ANGELO, and signed Hongkong star Louis Koo as its image spokesperson and began to expand the national market.

"Every brand has its own aspirations," Zhou Xinzhong said. "Now there are so many brands that invite celebrities to speak. They can be explained by" being reasonable ".

He said that although the cost of celebrity endorsement is relatively high, it is also within its own budget.