Shoe Clothing Brand Celebrity Endorsement For Whom?

Jinjiang and even Minnan shoes and clothing brands have created a miracle in the history of the development of Chinese brands: hundreds of star spokesmen, big and small, are flooding the market, and the outcome is quite different.

The short and long term value of celebrity endorser to enterprise brand may be only known to the enterprise itself.

But the reality that we can not ignore is that the celebrity endorsement + CCTV advertising bombing mode has opened up a sunny avenue for Jinjiang shoes and clothing enterprises, and has also made a large number of famous brands quickly.

As a global umbrella making base, Jinjiang has also heard the news of Sun City hiring famous anchor Li Xiang to speak on behalf of the domestic market.

However, is the umbrella endorsement of the umbrella industry brand paved with flowers or dark thorns?

How do these umbrellas learn from the experience of the star spokesmen in the shoes and clothes industry and avoid the repeated mistakes?

Mr. Bi Xiaojun, director of real marketing marketing experts and Shanghai Hui Hui Marketing Consultancy Co., published his view that stars should be consistent with the brand connotation, whether Fan Bingbing, or Xu Jinglei, or even Li Xiang, whose appearance and character are different, and their acting route is different. The star temperament characteristics that they represent are also different, such as Fan Bingbing's charming coldness, Xu Jinglei's intellectual fashion, Li Xiang's clever and clever.

As a different umbrella industry brand, the umbrella line and brand appeal of heaven umbrella industry and red leaf umbrella are different, which also determines the difference of brand temperament. For example, the paradise umbrella industry appeals to Fan Bingbing for its leading edge in technology, and Hongye brand relies on Xu Jinglei to explain its fashionable umbrella culture.

As a brand of Jinjiang umbrella industry, how should we locate the brand?

What should the brand appeal for?

How to perfect the quality of endorsement star and the brand quality of its own umbrella industry?

How to achieve effective separation between brand positioning and brand appeal of Zhejiang umbrella giant?

These questions should be considered before hiring star endorsements.

The strategy of star endorser needs to match the brand strategy of the enterprise. Similarly, the temperament of the celebrity spokesperson also needs to match the brand quality of the enterprise, and further expand and expand the connotation of the brand, and even enrich and achieve its brand connotation.

In the shoe and clothing industry of Jinjiang, there are already classic examples of celebrity endorsements. For example, Chen Daoming and Li Lang, Jet Li and Qipai, Kong Linghui and Anta have achieved the beneficial effects of the star spokesperson's temperament and brand temperament, and have made indelible contributions to the accumulation of brand assets.

Choosing stars should take into account the different stages of development between distributors and consumers. It will be different to hire stars as brand spokesmen.

With the help of the futures ordering mode, the regional agent mode and the franchising mode, the "three carriages" have made the rapid development of Fujian shoes and clothing brand.

Now the umbrella brand of Jinjiang is also in the footsteps of the shoe and clothing brand, which relies on export channels and needs to start the domestic sales network from the beginning.

Among them, the development of regional agents has become the primary focus, and the development of local terminal franchisees with the help of regional agents has become the focus of the next stage of work. Finally, helping the terminal franchisee achieve the benign turn of goods has become the foothold of the sales realization.

But who will show the celebrity endorser?

Is it an agent?

Or franchisees?

Or target consumers?

From the point of view of agents, it may be obvious that the star spokesperson and the star spokesperson of direct competitive products are obviously separated. From the franchisee's position, they may wish the celebrity spokesperson to be more famous; the feeling of the consumers may wish the star spokesperson or his "dream lover" or his own behavior model; and starting from the original intention of the enterprise, we need to use the strategy of star spokesman to realize the regional agent investment promotion of the enterprise, the demand for the franchisee expansion, the sale demand of the franchisee's terminal goods, and the harmonious unity of the consumers' "star catching" psychological needs.

At present, many brands of shoes and clothing pformed from wholesale mode to monopoly mode are often chosen by agents, agents and franchisees when choosing star spokesmen.

Umbrella brand should avoid identifying star spokesmen in order to meet the requirements of agents' investment, and avoid being led by agents.

After all, brand equity is a lifelong asset for an enterprise.

Jinjiang's umbrella brand at this stage is a star endorsement strategy. First of all, we should look at the channel partners such as agents and franchisees, so as to achieve the goal of quickly joining in the blank area and grabbing the commanding heights of the market competition.

At the same time, enterprises should measure the degree of acceptance, preference and support of the target consumers, and advance the interface between the star spokesperson and the target consumer's "star catching" demand.

After all, an umbrella is not sold to a handful of agents or franchisees, but to countless consumers.

It can be said that if the two rules of "consistency" and "harmony degree" can not be followed in advance, the umbrella spokesman strategy of Jinjiang umbrella brand will be bound up with its brand promotion strategy.

In the end, celebrity endorsements may fall into the "beautiful and ugly" situation.