Shoe Companies Invite Celebrities To Speak For Jay Chou Phenomenon

Jay Chou, who endorsed the theme of the spring festival sports posters, was a spokesperson for Pepsi Cola in 2002. Jay Chou was a spokesperson for del Hui sports shoes, Mattei bond, dynamic belt, one2free, unified tea drink, Panasonic mobile phone and so on.

In 2004, Pepsi's huge advertising campaign, the Pepsi superstar movement, also shimmered the image of Jay Chou.

Celebrity endorsement "Jay Chou phenomenon" Jay Chou seems to have been red overnight.

Listening to Jay Chou's songs and imitating his actions became a fashion and influenced a large number of young people.

For such a star, the advertising industry certainly will not let go, and advertisers prefer to choose these new faces compared to the enduring "old" stars.

Because "popularity" shows that he can drive the trend, and advertising advocates the trend, like the trend of tea drinking, the trend of wearing some brand clothes.

Can be driven by advertising, from scratch, from less to more, from trickle to great momentum.

But then there is a question: whether so many brands choose the same spokesperson will not cause confusion among consumers.

How to treat this star's "get together" effect correctly?

In fact, looking at the history of the development of domestic advertisements, it is absolutely not new to ask celebrities to endorse the brand. Even if it is like Jay Chou, it is not unusual for a person to endorse multiple brands.

Many stars are endorsing many irrelevant brands at the same time.

Like Andy Lau, he has endorsed sun rising iced tea, Ericsson mobile phone, sports shoes, DVD and Luo Meng suit.

Thus, in the field of celebrity endorsement, such a phenomenon has emerged. On the one hand, enterprises choose different spokesmen for different periods of their own needs, so called "one enterprise" and "multiple spokesmen".

Companies like Nike, Pepsi and Wahaha have traded for different spokesmen.

On the other hand, because of the star's powerful celebrity effect, many enterprises have launched the same stars, like Andy Lau and Jay Chou mentioned earlier.

So called a star, many brands.

Although speaking for many brands is not a new phenomenon as a whole, Jay Chou phenomenon is still necessary for analysis, because the phenomenon he has triggered is different from that of an early celebrity endorsement of many brands. Jay Chou's advertising phenomenon shows a trend: the enterprise has already got rid of the practice of relying on famous stars only at the early stage, and began to combine its products and brands with the characteristics of stars.

Celebrity endorsements are more common, but they are also more rational.

The following analysis is made on this issue: 1. Jay Chou phenomenon is the first wave of celebrity endorsement. Jay Chou is the most popular star in recent advertising endorsements. They are young and energetic, and cater for the younger generation's desire for change and desire for perfection.

The products they endorse include mobile phones (Jay Chou, Panasonic mobile phone, F4, SIEMENS 2118 mobile phone), beverages (Jay Chou, F4, Pepsi Cola), shampoo (F4, green floating), mobile phone cards (Jay Chou, mobile zone) and so on.

All of these products share a common feature: they are faced with young consumers who are very prone to change decisions because of irrational factors.

Celebrity endorsement ads have this guiding effect.

Jay Chou's endorsement of mobile phone itself is a good selling point.

At the same time, celebrity advertising can also enhance the image of enterprises and brands. The stars that can be invited, especially the big stars, also prove that these enterprises have considerable strength.

These are undoubtedly the biggest advantages of celebrity endorsements, and there are many reasons why many businessmen choose celebrity endorsements.

2. the new round of celebrity endorsement trend is highlighted by the combination of star characteristics and product characteristics. The most critical criticism of star endorsement is that stars have nothing to do with products. Any one product, a company thinks that finding a famous star can increase sales.

So in those years when celebrity advertisements were popular, we saw celebrities flying everywhere and no creativity in advertising. As long as celebrities put in two positions, a smile can become a good advertisement, which seems to be the only way for businessmen to make quick profits and quick profits. First, they should invite celebrities at a high price, then put a product on top of stars, so that they can receive several times more returns than they had invested.

The result of this is to quickly put celebrity advertising on the edge.

We saw such a situation. When VCD was hot, all the manufacturers looked for someone to endorse, so VCD advertising was definitely related to celebrities.

But with so many celebrity advertisements stacked together, consumers never remember which star endorsed them.

When it comes to advertising effectiveness, most manufacturers and brands are familiar with consumers with the advantage of advertising media.

Moreover, the more serious problem is that the spokesperson is completely random, without any scientific nature.

When the boss clap his head, he will let anyone speak.

Such a "arranged marriage" is not sweet at all.

Let alone the long-term effect of advertising.

Celebrity advertising at that time may eventually be able to impress some suppliers and sellers by celebrity's reputation, but it's hard to persuade consumers to buy.

Because there is no essential link between products and celebrities, it is difficult for consumers to extend their recognition of celebrities to the identification of products and brands.

Jay Chou's advertising phenomenon is precisely a correction of this situation.

Whether it is Panasonic mobile phone or mobile zone, it is closely from the angle of the star's internal characteristics.

To a certain extent, it has broken away from the pattern of "pose+ shouting slogans".

For example, dynamic zone advertising (Concert).

On the stage and on the stage, Jay Chou received a text message saying, "I am listening to Jay Chou's singer." Jay Chou replied, "I am singing Jay Chou's song."

Voice over is "mobile QQ, unexpected Q friends, in the dynamic zone".

The cleverness of this advertisement lies in its use of stars, but it has not been exhausted by celebrities. It has arranged a good story for stars. It not only makes advertisements more attractive, but also interprets the product performance vividly.

There are many similar advertisements, so that an advertisement phenomenon has been formed, and Yao Ming has taken an advertisement for PepsiCo just like a popular advertising star.

In short, the era of asking celebrities to show their face is no longer recognized by everyone.

The new form of endorsement has gradually become the mainstream with the phenomenon of Jay Chou as a symbol.

3. the interaction between products and stars is a win-win situation. In the past, celebrities endorsed products, and they would pay more attention to the quality of products and the strength of enterprises.

Because stars are more public figures, they are responsible for their image. They also worry that endorsing bad products will cause public resentment.

But now, after the storm of celebrity advertising, the stars have become more rational. They are considering the quality of their products and fame, and they also begin to consider the character of the products and their own positioning.

For example, after Li Yapeng finished filming the laughing stock, many companies wanted to speak for him, and he chose to endorse those products with certain technological content. Finally, he chose the universal letter repeater.

This is also a successful case. Success is partly due to the win-win situation of two-way choice.

And more rational manufacturers, Jay Chou endorsed so many products, and did not make his image blurred, first of all, because of his choice, his agent business and products, are fashionable, popular features, and these advertisements in the media repeatedly appear to improve his reputation is very good.

In this way, the common characteristics of products and celebrities can be extended to other brands that he endorses, not only will they not damage the brand image of later endorsements, but on the contrary, there will be unexpected benefits.

For example, he did Pepsi Cola endorsement.

We know Pepsi is the top brand in the beverage industry. Jay Chou and Pepsi have promoted each other's value.

Then he endorsed Bang Wei. Similarly, such a young clothing brand could pplant the spirit of Pepsi fashion.

Maybe the stars' clothes have changed and their lines have changed, but the characteristics and styles of the stars have continued in different advertisements.

This is a win-win outcome for both enterprises and stars.