Star Endorsement As A Burden, Shoe Enterprises Marketing New Changes

When the show shows a global trend of watching,

We also gradually realized the power of grass roots.

Once upon a time, invited all kinds of ways.

It is a common tactic of many domestic sports brands to snatch the market.

But at the moment, the economic crisis and the rising cost of various kinds of shocks continue to make money for stars.

For small and medium-sized shoe enterprises, celebrity endorsement has become a burden. SMEs' investment in endorsement is limited after all. Therefore, we can only invite "Star", not only can not play the role of publicity, but consumers dislike, the effect is just the opposite.

Therefore, in order to "break through", grassroots endorsement has gradually become these.

New way.

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.

At present, more and more sports brand enterprises fall in love with them.

On the one hand, the shackles of traditional channels for business operations are constantly emerging.

The sporting goods market is undergoing a comprehensive adjustment period. Anta, PEAK and others all show varying degrees of decline in performance or a sharp slowdown in growth.

On the other hand, it is expensive to invite celebrities to speak, but it is worth tens of millions of dollars. But stars are unstable.

"The grass-roots endorsement cost is low, and some can be as long as several thousand yuan or tens of thousands of yuan. The money saved can avoid the shortage of capital caused by sports brand in increasing investment in product development, channel construction and other related aspects."

PEAK related people pointed out that in this era of pursuit of personality and novelty, the public is tired of those stars. The emergence of grass roots is satisfying their psychology and tends to attract more people's attention.

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.

Meanwhile, insiders pointed out that at the moment, more and more sports brands began to try grassroots marketing, but they should also be sensible. In choosing, they should also consider whether the overall image of the grass roots meets the demands of brand products and corporate image. In addition, the cost of grassroots marketing is saved, but the quality of marketing can not be reduced, otherwise consumers may not buy it.