The Popularity Of Celebrity Endorsement In Changshu Fashion Enterprises

Background: Changshu has more than 1000. Clothing brand Among them, Bosideng and monlan, who won the Chinese well-known trademarks and Chinese famous brand products, and a large number of well-known brands such as Long Dafei, Qiu Yan, Feng Yun, and so on, formed the concept of "Changshu clothing", a famous regional brand in the country. As of June 2005, there were already 25 stars in Changshu representing Changshu's brand clothing. However, in only a year or so, Changshu's clothing brand image spokesperson increased to more than 60.

Question: in recent years' interviews, I found that among the companies that invited celebrities to speak, the vast majority of garment enterprises hired celebrities to endorse large amounts of money. In fact, they only opened a press conference to let dealers and celebrities take a picture one after another, and after dinner, they left the company. After that, the enterprises had to print up a clothing bag with star heads at the most time and sent them to the dealers. The whole process of celebrity endorsement was all over. There is a small clothing factory in Changshu, the female boss asked a movie star to speak on the down jacket press conference. He said to the media, "the spokesman is mainly in front of distributors all over the country, reflecting our company's strength." The celebrity endorsement that the boss understands is actually letting stars prove their company's money, and ask a star to dress up.

Celebrity endorsement Changshu The face of the clothing is huge but chaotic and pathetic. Who can guide the Changshu garment enterprises to get out of the strange wind of hiring the image spokesman?

This is a mail message sent to me by a journalist from a Suzhou fashion research not long ago. After reading it, I felt deeply touched and wrote some words to share with you.

In Changshu, the eyes are full of clothing advertisements, handsome men and beautiful women.

At present, Changshu has become a famous clothing production base in the country. The garment industry has the characteristics of large scale, high production capacity and many brands. Now there are more than 3000 garment manufacturers on the upper scale, 250 thousand employees, and nearly 400 million pieces (sets) of all kinds of garments are produced each year, and the sales volume is close to 40 billion yuan. China's famous leisure and clothing cities And so on.

Changshu has more than 1000 clothing and clothing brands, famous brand names are flourishing, becoming a beautiful landscape of China's clothing industry. Among them, Bosideng, Xue Zhong Fei and Meng LAN, who won the Chinese well-known trademarks and Chinese famous brand products, and a large number of well-known brands such as Qiu Yan, Xiong brand, Santa Fe, Long Dafei, Fiyta, gentry, special and warp, have formed the concept of "Changshu clothing", a famous regional brand in the whole country. Now "Changshu clothing" not only covers the whole country, but also exports to Japan, the United States, Poland and other more than 10 countries and regions.

　 　 Brand awareness The awakening of Changshu clothing has entered the era of brand.

The transition from "general brand" to "strong brand" is the key to breaking Changshu's clothing from big city to strong market. What is a strong brand? Strong brands have four advantages that enterprises pursue.

First, value advantage - a strong brand can bring huge brand assets to enterprises. Take Bosideng as an example, its brand value is 4 billion 602 million yuan, and is recognized by the Chinese clothing industry as a strong brand and takes the lead.

Two, the "four high" advantage - strong brands have high reputation, high market share, high profits and high shareholder returns.

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Three, the core of independent innovation Competitive power A strong brand is a barrier that is not easily imitated by competitors and can prevent other enterprises from entering the market, thus leading the market competition.

Four, favored by consumers, has the advantage of affinity. A strong brand is bound to make it easy for consumers to accept and have a large number of loyal brand users.

From the general brand clothing to the strong brand clothing development process, is a continuous independent innovation, deepening and perfecting the changing process -- strong brand is based on the value that can bring to consumers, therefore, regardless of the process design, fabric selection, style characteristics and health enjoyment and so on, they attach great importance to individuality, pay attention to independent innovation, technology leading.

Creating value for consumers can create value for enterprises. A strong brand is a symbol of success.

On celebrity endorsement

Brand image spokesperson is a kind of person who is hired or molded by Brand Strategist, which enables people to have a good impression of a brand by associating its popularity, occupation, image, personality and conduct. At present, the garment industry in mainland China is booming. Many garment enterprises recognize the opportunities brought by the image spokesperson.

In the coming 2005, more red stars and more spokesmen have come into our sight. Among them, we are familiar with, or are not familiar with, like or do not like the stars, in their body are displayed by a company and brand.

Changshu star spokesperson's wind is blowing fiercely, lacking systematic strategic planning. 短短兩年多時間，海內外50位明星成為常熟服裝品牌的形象大使(蘋果王—毛寧、大紅鷹—胡軍、波司登—張曼玉、洋蕾—吳慶哲、洲艷—鄭少秋、大贏家—張庭、龍達飛—黎明、金絲狐—鐘鎮濤、愛博爾—林心如、風之韻—李冰冰、七彩馬—林依倫、迪諾.蘭頓—張信哲、顯高—胡可、威瑪—關之琳、紳貴—高曙光、莊爵—梁家輝、特別特—米德蘭、興業龍—陸毅、沃佩珂—王思懿、百天奴—溫兆倫、揚帆—梅婷、喜登博—張巍、艷鹿—江濤、圣客朗—童安格、小鳥王子—滿文軍、獅龍共舞—黃海冰、得圣—邊緣、哥倫特賽—曾志偉、九鹿.王—李亞鵬、千里馬——黃安、東方圣羅蘭—吳越、雄獅浪—廖金生、霸王鼠—尹相杰、派洋—孫啟新、月龍—袁立、程峻、季夢—倪萍、迪萊王子—邵兵、九賽馬—朱宏嘉、楊子鶴—董勇、紅杉樹—莊則棟、博士邦尼—尤勇、陳 Old six - Kang Yong, anzhen Xiu - Jin Ming, earth red - Yu Rongguang, Saint - MA - Junyi Shen, Howell fort - Ha Ling Chun, snow warm - Zhang Yue, Renton apple - Zi Ming, Prince son crocodile -, and - - -, Dengfeng - Magnolia.

Among them are " China's famous casual wear town In the town of Hai Yu, there are 20 companies engaging in entertainment stars or famous models. It is understood that in the "clothing capital" of Humen, there are currently only 17 movie stars to be their brand spokesmen. In the clothing city Wenzhou, Zhejiang, it is only more than 20 companies that invite movie and TV stars to endorse their clothing brands. A brand spokesperson is less than tens of thousands, many hundreds of thousands, even millions. The cost of publicity is not large enough for a smaller company to spend all its money on the stars. The most important thing for a brand is to use various media to promote publicity and spend all its money on celebrities. So where is the promotion fee?

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There are many ways to create a brand. There is nothing wrong with using stars to build brands. From the perspective of brand marketing, it can quickly improve brand awareness and attention in a short time, and there are also enterprises that make famous brands by using stars.

But on the other hand, celebrity endorsement is not a panacea. In fact, it also has some potential risks. If the operation is not good, it may cause different degrees of damage to the brand. We should take into account the positioning and concept of a brand. Is it consistent with the star's temperament? Because each star has its own image and personality, if its cultural connotation is inconsistent with the brand connotation of your operation, then even if he has another big name, it will not have a positive impact on your brand connotation culture. Therefore, the integration of stars and brand connotation is very critical. The lack and ambiguity of brand positioning will cause fatal injury to brand marketing. Some brands are not clear. Brand concept There is no idea of unity.

At the same time, take into account what the star is. His audience liked whether the group was in line with the consumer group. If audiences like groups are not consistent with product consumption groups, they will be counterproductive.

Second, we must consider whether the communication concept is systematic and persistent.

Again, we should also consider whether your advertisement has the connotation, whether it embodies the connotation and culture of the brand, and pay attention to the permeation and individuation of the brand culture. Some enterprises think that advertising is simple, not to find a star and put on our clothes.

As a result, beauties show their beautiful limelight. Your brand is at the end of loneliness. Besides, a star sometimes speaks for several brands. Then how does your brand personality manifest itself?

If your financial power can only invite a star, why not look for another way of brand promotion? In fact, sometimes a slogan can be spread throughout China, and sometimes an event planning can make your entrepreneur familiar. Bosten doesn't have any stars to endorse. Who is his spokesman? It's the summit of the world's highest peak. How does it compare to a star? Who has a big star and doesn't spend money every year? Mount Everest has been completely integrated with Bosideng. When people see Bosideng three words, they think of the world's highest peak. The combination of this brand and nature is a highly positioned planning. Products, brands and spokesmen achieve a perfect unity.

Spreading information through spokesmen has become an important feature of modern communication. The so-called brand image spokesperson is a kind of person who is hired or molded by Brand Strategist, which enables people to have a good impression of a brand by associating its popularity, occupation, image, personality and conduct. At present, the garment industry in China is booming. Many garment enterprises recognize the opportunities brought by the image spokesperson. How much do you know behind this phenomenon?

Brand positioning is a kind of psychological positioning. It takes customers as the object to decide what kind of competitive ability the brand will get in the group.

Nowadays, some clothing enterprises do not attach importance to the brand positioning technology when carrying out the dissemination of brand image spokesperson. They think that the positioning of clothing brand image is to think of a hit word; the spokesman is to find celebrities. As a result, a celebrity was invited at a high price, which failed to achieve the desired results, so new celebrities were invited. So constantly repeating. Even the difference of style between the different spokesmen of the same company is too big, so that their products can not maintain consistency and mislead the good business opportunities.

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Not long ago, the reporter met Jiang Ke, general manager of Guangzhou advertising company. When it comes to the series of questions that the clothing companies employ as spokesmen for the image, they have been fighting for several years in a row, and have reached more than 60 pieces of cooperation for the mainland garment enterprises and the well-known artists in Hong Kong and Taiwan. Jiang Zong believes that the cooperation between the brand and the star artists can enhance and consolidate the influence and sales performance of the brand by using the social effects and popularity of the stars. Such a form existed very early in the western countries. The cooperation between domestic clothing brand and artistes is a new thing in recent years, and it is very popular in the short time. As far as our contact is concerned, there are indeed some clothing brands that are growing rapidly because of the rapid growth of their spokesmen. At the same time, a considerable number of enterprises are blindly following the trend, parrot, people have me, only limited to the imitation state of the surface, resulting in the confusion of individual brand operation, thus helping the brand and the enterprise little help, competitiveness and competitiveness. To some extent, it has damaged the existing life of the brand.

Many enterprises still focus on choosing spokesmen. Popularity And ignore the match with their brand. Simply speaking, not every female artist is suitable for the advertising of underwear, nor is every male artist suitable for making advertisements for suits. At the same time, it is also necessary to consider whether this artist is suitable for your brand culture.

Some clothing enterprises believe that there is no need to pursue too much clarity of brand image and brand personality. When looking for a fashion spokesperson, the psychological strategy is always as long as there is fame.

At this time, fame is caused by sensationalism and attention. This also explains why many garment enterprises are jumping and many garment brands are starting from celebrity advertisements. However, this situation is only temporary for an enterprise, a product and the whole market, and can not be sustained. Especially with the increase of competitors, this strategy will fail immediately.

Another aspect of blindness is reflected in the way companies look for spokesmen. Not all advertising agencies and artists brokers can directly contact most artists. I believe that many enterprises spend a lot of money in the actual operation, and they also waste a lot of time. Therefore, cooperation with professional brokers is the only choice.

At present, many enterprises only see the successful ending of others, and subconsciously attribute the success of others to the role of spokesperson. In fact, a reasonable advertising strategy, a sound marketing mechanism, and a perfect quality system are also indispensable strategic elements for brand success.

Some clothing business owners told reporters that celebrity advertising is effective to a certain extent. It will make sales and advertising investment directly proportional to clothing. This is also one of the important reasons why clothing companies are willing to choose stars as spokesmen. In terms of material factors, there is no direct relationship between stars and ordinary consumers. As a spectator, consumers are only spiritual advocates for celebrities, but precisely because stars' performance in their clothing products has stimulated consumers' desire to buy their clothes, thus connecting the relationship between celebrities and ordinary consumers.

A business owner told reporters that the company hired Image spokesman It is not only a sum of money, but also a trust and hope, hoping to draw the distance between the product and the consumer through the beautiful public image of the stars.