The Advantages And Disadvantages Of Celebrity Endorsement In Home Textile Industry &Nbsp; Products Are The Most Important.

Stars have always been the focus of the society, and celebrity endorsements have attracted much attention.

Celebrity endorsement as a popular mode

Let's take a look at the list of stars and textile companies.

Carina Lau endorsed mercury home textiles, Kathy Chow endorsed Rui Ge home textiles, Ruby Lin endorsement of Mei Luo home textiles, Sun Li endorsed Bao unadorned home textiles, Lu Yu endorsed Lin Lin, Alyssa Chia endorsement Sheng Yu home textiles, and also Fan Bingbing, Fan Bingbing, ",", "..."

Beyond count.

Almost all the domestic female stars have been concerned by home textile enterprises.

Walking into every home textile store, the beauty of the stars is everywhere: beautiful makeup, beautiful face, happy expression.

Without exception.

Now that celebrity endorsement has become a fashion, whether celebrity endorsement is good or bad? {page_break}

Advantages and disadvantages of celebrity endorsement

Home textiles asks celebrities to speak because the stars have a large number of fans, so that these fans are potential consumers of the product. At the same time, celebrity endorsements also have halo effect. Stars generally have a better public image and a better personal temperament.

The purpose of enterprises to ask stars to endorse is to make products become famous brands, enhance corporate image, expand consumer groups and promote the development of enterprises.

Please star endorsement, enterprises must invest a lot of manpower, material resources and financial resources, if successful, it will be twice the result with half the effort.

However, after investing a lot of financial resources, not all enterprises can enter the first-line brand. The market share will not necessarily rise immediately, nor will it become a big brand in the textile industry, let alone go to the world.

Moreover, the negative news of celebrity endorsements will also affect the image of endorsement products in the minds of consumers.

In the final analysis, whether the celebrity endorsement is effective or not, only the enterprises themselves know that profits can be complacent and flaunt their marketing strategies. Even if they fail, many enterprises can only be a lesson. But those small businesses that are swollen and cheeking will invest a lot of money and even borrow money, hoping that they will bring more economic benefits after endorsement, but the result will often be broken up.

Many enterprises are likely to get out of the market from then on.

Celebrity endorsement consumers do not buy it.

There is no benefit from celebrity endorsement, and another persuasive force is the consumer.

Only when the consumer finally buys the product and is satisfied can he succeed.

Celebrity endorsement may increase consumer trust in products, but the cost of purchase increases correspondingly, which is not acceptable to consumers.

The survey of celebrity endorsements shows that 66% of consumers do not like a part of a celebrity endorsement. For exaggerated celebrity endorsements, 90% of consumers think they will directly affect their impression of the stars and should be responsible for advertising.

More specifically for home textiles survey data show that: 66.67% of consumers clearly stated that "quality, price and cost performance is more important"; 14.81% of people even point to "" wool on sheep, huge endorsement fees will lead to high price ", and 11.11% of people do not care who endorsement.

At the same time, the number of votes with the most attention to the votes is more or less, followed by price, product quality, color, comfort, health, texture, texture and brand.

The popularity of the brand is far from the last line.

This survey is enough to arouse the concern of home textile enterprises: whether to continue to take the star endorsement route or to do well the consumer work at the grass-roots level, or to innovate and take a new marketing route on this basis is worth discussing.

Products are the most important.

Of course, this is not to say that celebrity endorsement is no good. In this era of graphic design, advertising still has a considerable effect. It is only necessary to combine its own characteristics to make a market analysis, to make sure that it is not suitable for people to learn blindly.

A brand manager of home textile enterprise introduced: "the core of the brand is always the product, and the product is the most important spokesman for the brand."

Only the product's design, technology, quality and even the terminal store image can be recognized by consumers, and the popularity of the brand can also be improved.

And stars can not directly make the brand to achieve the purpose of improving sales. As a spokesperson, their more important role is to vividly and vividly convey the message that the brand wants to convey to consumers.

Most people spend their lives paying attention to the performance price ratio and whether the purchased products are suitable for themselves. If the enterprise wants to make sure that the consumers recognize their products, they have to work hard on the products, not to do some superficial articles.

Adopting a new marketing strategy

Nowadays, home textile is not the real brand age. It is a common marketing mode of home textile industry to enhance popularity and promote the comprehensive utilization of advertising means.

Many home textile companies spend millions of spokesmen every year, but the cost of terminal brand promotion is poor. Experts say that improving corporate visibility is not achieved by a spokesperson.

Many practical marketing tools will be successful if applied properly.

First, it is advisable for enterprises to invest limited resources in areas that can directly see benefits. For example, cooperation with profitable supermarket stores, and promoting their brands through their popularity and credibility are the most economical and effective shortcuts.

In the view of many consumers, there must be a big brand in the big shopping mall and a good product in a good shopping mall.

Second, how to let consumers buy your products and products are not well known, and you have to rely on cost performance to attract consumers.

The price performance ratio is not to say that there are some, we must rely on effective operation, and effectively guarantee product quality, production, supply and logistics.

At the same time, we must do a good job in all aspects of sales training, even the most grass-roots promoters, must be rigorous training.

Third, pay attention to the influence of shopping guide.

Li Yongping, executive general manager of home textiles of San Fu Island, told reporters: "the guide is the best spokesperson for the product."

Home textiles as a product of privacy, consumers pay more attention to product quality and personal experience from themselves or others when choosing.

Without the element of show and unrealistic talk, the guide is to contact customers with the most insipid and truthful identity.

Shopping guide is the recommendation of the brand, the consultant of the customers, and they can understand the customers closely.

Li Yongping also talked about the reason why shopping guide is an important part of realizing brand value. It is because the investment of enterprises, the investment of dealers, all the investment in every link will eventually be realized through the shopping guide, that is, the salesperson, so any spokesperson is not as important as the guide salesman.

Whether the marketing strategy of star endorsement should exist is not to be explained in a few words, but whether the star endorsement is suitable for home textile enterprises is indeed a question worth pondering. I hope that many home textile enterprises will ring the alarm bell and jump out of the star endorsement mode in the industry, looking for more new marketing strategies and finding a way that is really suitable for their own development.