Grassroots Endorsement Or Brand Shoe Marketing Boom Again

In recent years, grass root culture has been a non mainstream culture. Rise And popular, as a supplement to mainstream culture, the state also attaches great importance to the development of grassroots culture. From the performance of Spring Festival Gala in 2011, we can see one or two. The rise of the Internet has obviously provided fertile soil for the popularity of grassroots culture. For the first time since the end of the the sixth Plenary Session of the 17th CPC Central Committee issue of "cultural proposition", in order to study and implement the spirit of its conference, cultural construction in all parts of the country is spreading like a raging fire, and there is no shortage of grass roots. Culture This will surely lead to a greater "grassroots culture craze". Storm 。

As an element of grass root culture, grass roots are influenced by the "grassroots culture craze" background, showing a trend of unlimited development potential, and the influence on many industries is also gradually expanding. As we all know, after a new game is on the market, it has become a convention to find a spokesperson, and because of the low cost of grass roots endorsement, it often becomes the first choice for game businesses. This has led to other enterprises thinking whether to join the invitation of grassroots endorsement.

Focusing on the domestic shoe industry, Anta has pioneered the integration of grassroots culture with more brand personality and connotation. On the choice of brand spokesperson, Anta gave up the use of some superstars and turned to untasked young athletes. You are an ordinary person with no qualifications and no talent, but you have a dream and you can achieve it through your own efforts, which is exactly what Anta hopes to pass on to consumers. Complying with the development and change of the times, Anta pays attention to the grass-roots class to touch the inner world of consumers and achieve remarkable results. Then, compared with celebrity endorsements, grassroots endorsements have obvious advantages on shoe enterprises. And what channels do shoe enterprises choose to choose grass roots and choose the criteria of grass roots? All these require the tireless thinking of shoe companies.

Admittedly, celebrity endorsement can really bring shoe companies into the fast lane of rapid development. However, from the perspective of long-term development, there are many unfavorable factors for celebrity endorsements, such as the high cost of endorsement, the instability of stars, the visual fatigue caused by the overflow of endorsements. To some extent, grassroots endorsement can avoid the negative factors of celebrity endorsements, and has its own unique advantages. Obviously, grass-roots endorsement costs are low, which can effectively avoid the shortage of funds caused by shoe companies in increasing investment in product research and development, channel construction and other related aspects. And grass roots from the folk, representing the majority of people, and even the bottom of the social idea, it is more easily accepted by the public. At the same time, in this era of pursuing individuality and novelty, the public has already been tired of those stars, and the emergence of grass roots has satisfied their psychology, and often attracts more eyeballs. It can be seen that shoe companies change the standard mode of inviting celebrity endorsements, and choose grass roots endorsement as an innovative marketing strategy.

There is no doubt that grass roots uploads inspirational autobiography, grassroots micro-blog expresses angry indignation, grass roots upload homemade videos and so on, so that grassroots attention can not be separated from the network platform. Therefore, shoe enterprises can rely on the Internet to launch a series of grassroots selection activities. After initial screening, they enter online (China shoes net) online voting, and help micro-blog participate in the whole selection process with micro-blog and WeChat. In this way, we can not only screen out the most suitable grassroots spokesperson, but also expand the momentum of the campaign through the interaction of the masses, improve the popularity of the shoe enterprises, and lay a solid foundation for the follow-up of grassroots endorsements. As a matter of fact, shoe companies can also break away from the Internet, set up points for selection activities, or even directly choose the popular grassroots stars. In short, the choice of channels for shoe companies should take into account the situation of shoe companies themselves, the enthusiasm of the masses, the characteristics of different regions, and other factors.

On the basis of judging criteria, shoe enterprises should consider the result of selection as a reference, and consider whether the overall image of the grass roots conforms to the brand product appeal and the image of shoe enterprises. The overall image of the grassroots does not only refer to the appearance, but also the internal image. Obviously, grass roots generally have strong cohesiveness and strong vitality. Shoes enterprises should take this as a guide, pay attention to the growth experience of grass roots and how they get success stories, and judge whether their spirit is in line with the concept and spirit of shoe enterprises. This is also the difference from celebrity endorsement. From the perspective of internal image and external image, the celebrity endorsement pays more attention to the external image, mainly by improving the popularity of the product, and the grassroots endorsement is not only to improve the visibility of the product, but also to enhance the reputation and connotation of the product, to a certain extent, it has been raised to the spiritual level.

Nowadays, with the fierce competition in the market, more and more shoe enterprises are facing the red sea of homogenization competition, and shoe enterprises are looking for new competitive strategies in order to break through this deadlock. As a more innovative marketing strategy, grassroots endorsement can certainly be adopted by shoe companies, and under the impact of the European debt crisis and rising costs, grassroots endorsement is indeed feasible. Judging from the situation, grass-roots endorsement will once again trigger the upsurge of brand marketing for shoe companies.