How Can Teaching Shoe Companies Correctly Use "Yao Ming" And "Liu Xiang"?

Yao Ming and Liu Xiang are more suitable for endorsement of sports shoes: the two dimensions that affect the endorsement effect. What kind of celebrity spokesperson should endorse the brand? This work should be more to the consumers in the future, because the brand is the target consumer, they have their own views on the brand changes, and the endorsement of the brand will also affect their feelings for a brand.

In the survey of the new generation market monitoring organizations, it is found that if the consumers decide what kind of products the current favorite stars should endorse, we think that the Chen Daoming with outstanding temperament is suitable for advertisements such as suits and nutriments. Zhao Benshan is more suitable for endorsement of thermal underwear. Jackie Chan, Andy Lau, Jet Li, Zhou Runfa and other powerful film stars are suitable for endorsement of appliances, automobiles, real estate and other brands. Jolin is suitable for endorsement of skin care products, sweets, ice cream, suitable for digital products and snacks, and is suitable for endorsing sports shoes and bottled water brands.

消費者的選擇事實上受到了兩方面的影響，一方面是來自于過去明星的代言經(jīng)驗，很多企業(yè)為了迅速提升產(chǎn)品銷量和品牌知名度，未經(jīng)科學(xué)論證火速聘請明星代言人的現(xiàn)象較為普遍，而很多明星為了商業(yè)回報，自然也不會過多拒絕，這在一定程度上，明星代言的廣告高頻次的播放也反過來影響消費者對于明星的印象，從而形成了消費者的“廣告明星形象”，比如趙本山代言保暖內(nèi)衣的形象就是過去代言的經(jīng)歷給消費者帶來的印象，在這種情況下，如果代言其他產(chǎn)品，人們就會容易和明星曾經(jīng)代言的產(chǎn)品建立關(guān)聯(lián)，如果今后代言的產(chǎn)品和過去明星代言產(chǎn)品有一定關(guān)聯(lián)性或者處于同樣的檔次，就能帶來積極印象，否則就容易影響品牌的美譽度；另外一方面，明星本身的實力特點也會影響到其代言的產(chǎn)品是不是能過被消費者接受，因為消費者會根據(jù)明星的實力和形象等去

It is believed that what kind of products are closer to the style and characteristics of stars is a very good decision support for enterprises.

For example, people are more recognized for the strength stars of Jackie Chan, Andy Lau, Jet Li and Zhou Runfa. Therefore, some highly skilled and durable products can win consumers' trust. Jay Chou endorsed fashionable consumer goods easily, while sports stars Yao Ming and Liu Xiang are more likely to be endorsed with sports elements or active brands.

Star popularity: entertainment and sports are equally divided. Korean celebrities are involved in stars like fashion. They have their own popular and changing cycles, both fast food and classic.

在新生代市場監(jiān)測機構(gòu)針對明星代言人的研究發(fā)現(xiàn)，目前中國公眾喜歡的明星，那些在自己事業(yè)舞臺上不斷進取締造經(jīng)典的明星無疑是人氣最旺的，成龍和劉德華就排在了中國公眾喜歡的中國明星的榜首；而一些在近年迅速發(fā)展起來的后起之秀同樣也緊隨潮流，比如姚明、周杰倫、劉翔就分別在公眾最喜歡的中國明星的三四五位；同時，像趙本山這樣懂得賺取草根認同的樸實形象也贏得了公眾的認可，值得重視的是，目前中國公眾喜歡的排在前10名的明星中，體育明星姚明和劉翔已經(jīng)超過了很多娛樂明星，這也不難想象這兩個明星在這幾年的身價正在急劇上升，已經(jīng)超過了很多娛樂界明星，另外也說明，體育在人們生活中已經(jīng)和娛樂一樣，體育明星展現(xiàn)出來的活力、拼搏、自信等元素也在影響著公眾的喜好，未來，利用體育明星來為產(chǎn)品和品牌代言具有很強的消費

Mobilization power.

Many people think of Hollywood in the past, and think of Oscar, which has brought a deep impression on the Chinese people. But now this pattern has been changed. The diversity of the foreign celebrities is taking shape. The investigation by the new generation market monitoring organization finds that among the top 10 foreign stars in China, the Korean stars have occupied the mainstream. Kim Hee Sun, An Zaixu and Lee Young-Ae are among the top three. Secondly, Jang Na Ra, Cai Lin, Ahn Chil Hyun, Ahn Chil Hyun and so on are already listed.

Such a pattern illustrates the influence of Korean dramas on the Chinese public from one aspect. The pure, warm, harmonious family atmosphere and delicate feelings created by Korean dramas have been strongly welcomed by the Chinese public. The Korean stars have also entered the Chinese public's mind with the penetration of Korean culture. If a brand wants to show its sunshine, ingenuity, health and other images, it will be the best choice to use Korean celebrities to endorse.

The popularity of celebrities is different from that of the different age groups, so the stars are different. The survey by the new generation market monitoring organization shows that among the stars in China, the 15-24 year old young star Jay Chou and Jackie Chan are most popular with the 25-54 year old group. The 55-64 year old group likes Zhao Benshan best.

Among the stars abroad, the most popular star of the 15-24 year old is An Zaixu. The 25-44 year old group likes Kim Hee Sun best, while the 45-64 year old middle-aged and old people like Lee Young-Ae best.

Moreover, every group's favorite stars have their own reasons. The stars they perceive will be the stars that the stars must consider in terms of brand and product selection.

If the brand elements of an enterprise are consistent with the characteristics of the stars in the minds of consumers, celebrity endorsements can achieve very good results. If not, the huge amount of endorsement may not be effective.

Therefore, when choosing the star spokesperson, the enterprise needs to understand the composition of the brand and product target consumer group deeply, and decide the star spokesperson according to the star of the target group, so as to establish a greater degree of contact with consumers.

Foreign stars: Korean star will become a new force in the future. Korean culture is affecting Chinese consumers. Korean brands, Korean clothing, Korean dramas and other "Korean wave" are slowly entering the life of Chinese consumers. This has allowed Korean stars to gain influence in the Chinese market. Because Korean stars belong to "foreign products", many brands of Korean stars are no longer a barrier to Chinese public acceptance. In addition, the Chinese public's evaluation of Korean celebrities' reputation is quite positive, especially in Korean dramas.

According to the survey of the new generation market monitoring organization, among Korean stars, Kim Hee Sun, Li Aiying, Cai Lin and other Korean celebrities are suitable for endorsement of skin care products / cosmetics, jewelry and other advertisements. Jang Na Ra is suitable for endorsing chocolate, candy and other snack foods. An Zaixu, Ahn Chil Hyun, Jang Dong Gun, Jang Dong Gun and other men are suitable for endorsement of suits, watches, mobile phones and other products and brands.

I believe that in the near future, Korean celebrity endorsement will become a new force in the Chinese market celebrity endorsement. Catching Korean celebrities to enhance corporate brand is also a differentiated brand marketing strategy.

It is worth noting that Beckham and Ronaldo, the soccer superstars from Europe and the Americas, who are among the most popular stars in the Chinese public, like Yao Ming and Liu Xiang, are best suited to endorse sports shoes and beer brands in the eyes of the public. This shows once again that the cognitive image of sports stars to the public is clear and simple, while entertainment stars are more diverse and complex.

In this era of active stars, how to rationally choose the "image spokesperson" is a severe test for enterprises. With the maturity of the market, the spokesperson of the star image is also a special "commodity". Only by properly and effectively using these "commodities" can we bring the star effect into the market competition and brand expansion of the enterprise products, so that the brand can fly with the support of the stars.

Therefore, the match degree between spokesperson and brand is also very important. First, by achieving the principle of individuality matching between spokesperson and brand, the identity of communication and identification will be generated, and the brand personality will be highlighted. Second, businessmen should also take into account the match between the image of the spokesperson and the typical image of the target consumer group, so as to enhance the public's recognition of the spokesperson.

Third, celebrity endorsements should listen more to consumers' opinions. As the choice of celebrity spokesperson, enterprises should not only listen to the opinions of experts and advisory bodies, but also the opinions of consumers.

As a costly marketing strategy, celebrity endorsement also needs the science of choice and evaluation.