Fashion Brands Are Now Signing Up For Celebrities.

A few days ago, Chia Tai joined Han Guochao's popular idol Chung Geun-hee concert "2011ASIATOUR (Asia Tour Tour") in Shanghai. This is another major communication event after Zheng Da signed Chung Geun-hee.

And as

Nowadays, all fashion sports brands are using the popular celebrities as the brand spokesmen. What are the reasons for this?

When consumers constantly pursue new fashion concepts, how should brands, especially fashion sports brands, "keep fresh"?

When we pay more attention to the era of public relations events, how to maximize the marketing effectiveness when we use star endorser to promote marketing?

The "industry hall" invites some people in the industry to discuss the above problems.

Guests of this session:

Zhang Chunxiao, brand director of Zhengda (China) Sporting Goods Co., Ltd.

Ye Qi, senior vice president of XTEP (China) Co., Ltd.

Luo Shijin, consultant of public relations agency in Shanghai

After 90 years of use

Red Star "fresh keeping"

Jinjiang Economic Daily: now fashion sports brands are using popular celebrities who are popular after 90 years as brand spokesmen. Why?

Luo Shijin: red hot

Constantly changing the spokesperson, giving the brand's most fashionable and fashionable concept with the external image and inner temperament of the star, is an important marketing tool to prevent the brand concept from getting old.

Zhengda find Chung Geun-hee endorsement, it is to see its super high popularity, handsome appearance, fashion style, this is consistent with Zhengda brand value appeal.

When consumers pursue Chung Geun-hee, they will also produce the most fashionable and fashionable brand impression on Chia Tai.

Ye Qi: for many years, XTEP has been insisting on entertainment stars.

The external image of Han Geng's sunshine health and the inherent character of "fashion and freedom" are highly consistent with the spirit of the brand itself, and the experience of performing in Korea has made it famous throughout Asia.

Nicholas Tse, Willber Pan, Jolin and so on are the star of XTEP's former endorsement stars.

Speaking of differences and similarities, Han Geng has a lot of fans who are both filming and singing, and living as much as Nicholas Tse does. However, I think Han Geng will be more suited to the taste of the mainland and more affinity than Nicholas Tse and other Hong Kong and Taiwan stars.

However, Han Geng and Nicholas Tse have the possibility of cooperation between the two people, and will take the advertising together.

Fashion requires every module to operate.

Jinjiang Economic Daily: we see that we are constantly starting new spokesmen to keep the brand of fashion sports fresh. This preservation is obviously only in marketing strategy.

In Enterprises

Luo Shijin: in the aspect of brand itself, the whole system of brand must be matched and propagandize.

If only the concept of brand is heated up, the products that are designed are still old. Then changing the spokesperson constantly can only be counterproductive, and let consumers have a bad impression of changing their brands.

Therefore, the concept of fresh brand needs fresh products to support, so that consumers will buy your account and recognize your brand new concept.

Secondly, the future consumer group must be led by the 1990s. The brand must firmly grasp the future consumer groups, explore the future consumption trends, know what consumers want and what kind of life they want, and quickly launch the products and ideas they want, so as to seize the height in the future market and prevent the brand concept from getting old.

To win the right to speak, a brand must have something new to consumers.

Zhang Chunxiao: at present, Chung Geun-hee is one of the most potential carriers. We can find that in the Shanghai concert, he plays the theme of the whole concert with his TV series as the main line, and even we can feel that his appearance in China is somewhat different from that in Japan and South Korea. That is to say, Chung Geun-hee is dividing his fans in different regions and marketing himself.

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I think this one ten is worth learning.

Do one

As far as I know, this year's major product line has been greatly improved, and some pure sports products have been cut down. Some of the elements which are designed to be very fashionable and can be freely and independently matched are widely used.

Initiate follow-up activities

Ensure marketing effectiveness

Jinjiang Economic Daily: celebrity endorser marketing is a common marketing method. How should enterprises ensure the marketing effect?

Zhang Chunxiao: celebrity endorser is an important carrier of brand communication. Choosing the right spokesperson is very important.

Chung Geun-hee, like this Zhengda invited, has a lot of attention in itself. There are tens of thousands of news about him on the Internet.

On this basis, the brand should interact with the stars.

Only stars and brand concepts are bundled, companies spared no effort to popularize stars, and stars constantly disseminate the concept of brand in order to get the effect of 1 + 1 + 2.

Secondly, enterprises should carry out the integrated marketing communication, and bombardment the consumers in a comprehensive way from all angles, forming a cluster effect in a short time.

For example, in the promotion of Chung Geun-hee this time, Zhengda has applied the three screen integration and interaction plan, through the integration of the three major media resources -- television media, the Internet and mobile phone platform, and realized the effective linkage between online and offline based on the LBS platform.

The outstanding performance of endorsement stars is supplemented by the means of communication, which makes the concept of the brand form an explosive communication. Only in this way can ordinary marketing methods be used to ensure the ordinary marketing effect.

Ye Qi: Han Geng's external image is sunny, healthy and intrinsic, and is highly consistent with the brand spirit of "fashion, freedom and individuality" pursued by XTEP.

Han Geng has a large number of fans in China, and can organize many promotional activities. We take Han Geng as spokesperson, in addition to using the conventional brand publicity mode, we will also focus on giving full play to the publicity role of the network, making full use of the high popularity of Han Geng in the majority of fans, and promoting the creation and promotion of the group brand with innovative marketing strategy.

While choosing Han Geng as the latest spokesperson, XTEP launched a series of publicity activities focusing on Han Geng.

The "Geng girl" trial of the artillery headed by the public will participate in the selection of Han Geng's advertising partners in the form of draft. The winner will get the opportunity to cooperate with Han Geng to shoot XTEP advertising.