Home Textile Brand Celebrity Endorsement Should Be Open Minded.

From the current market situation of home textiles, China Home textile industry It is still in the stage of spring and autumn and Warring States. The phenomenon of product homogenization is serious, and the R & D investment is low.

The marketing expert of Beijing long bite Europe marketing planning agency predicts that 2012 is the most critical year for the transformation and upgrading of China's home textile industry, including the emergence of the upgrading of home textile fabrics, perhaps 35 home textile enterprises standing on the tide of new home textile materials; home textile Innovation and upgrading, home textile enterprises will attach great importance to the protection of intellectual property rights in home textiles; several home textile enterprises in home textile research and development may first fight for copyright rights protection; home textile brand upgrading, and several home textile enterprises that value the brand will set up brand sequences to form a strong brand matrix. However, no matter how the transformation and upgrading, from the current market situation of home textiles, China's home textile industry is still in the stage of spring and autumn and Warring States, product homogenization is serious, technology R & D investment is low, only focusing on the concept of playing, do not pay attention to the depth of the brand mining. In the past two years, home textile brand endorsement has also been a swarm of phenomena. It seems that domestic or Hongkong and Taiwan star endorsements seem to be the basic models of home textile brands.

A second line female star endorsement Home textile brand Get together

The more influential early celebrity endorsement in China's home textile industry is Carina Lau's endorsement of mercury home textiles. The slogan of "love a bed and love a home" is almost household name through a large number of media advertisements, and has also brought great benefits to the marketing and brand building of mercury home textiles. Mercury home textiles has become one of the most famous home textile brands in China.

The success of the mercury home textile makes all the proud ways. Home textile enterprise Ready to move, the entire Chinese textile enterprise thoroughly unveiled the mysterious veil. By hiring mainland, Hong Kong and Taiwan second tier female stars, the advertising campaign of home textile brand endorsement was launched. Michele Lee endorsed Luo Lai home textiles, Xun Zhou endorsed violet home textiles, Fan Bingbing endorsed Kasen home textiles, Angie Chiu endorsed Bo Yang home textiles, big s endorsement Ming super home textiles, Sun Li endorsed Bao unadorned home textiles, Cecilia Cheung endorsed the southern bedroom, Lin Chiling endorsed Fu sun home textiles, and so on a series of second line female stars, the author roughly counted, there are about 30 to 40 people of home textiles female star endorsement team, it can be said to be not huge.

I feel a bit sad to see such a long list of home textile brand endorsement teams. China's home textile enterprises have not yet formed a strong enterprise group, the highest annual sales of home textile enterprises have just exceeded 1 billion yuan, most of the home textile enterprises are still at the same level, the annual sales volume is also hundreds of millions of yuan, and the profit level of the whole industry is even lower. In this case, in order to compete in the market, home textile enterprises still invest huge amounts of money in hiring star spokesmen, and hundreds of thousands, millions or even millions of net profits are lost in this blind endorsement.

In fact, the author does not oppose celebrity endorsement, on the contrary, to some extent, I am still an advocate of celebrity endorsement. But star endorsement must not be blind. Celebrity endorsement is only the finishing touch of brand marketing. If a lot of basic marketing work is not done well, it will not be able to make full use of the maximization effect of celebrity endorsement, which ultimately leads to the waste of endorsement fees. After the author's Home textile industry From the point of view of research, more than 2/3 of the star endorsement of home textile enterprises belong to the surface.

Home textile male star endorsement, take a differentiated route?

That is, home textile enterprises are really ready for everything. They really need a brand spokesperson, and do not have to stare at the second tier female stars. By finding other types of stars, they can achieve the effect of winning by surprise.

Hunan satellite TV host Vigadegos Nair home textiles is a rare case of male celebrity endorsement of home textile brand, but it has created scarcity effect and attracted many eyeballs.

In the big family category, male stars can also be endorsed. Chen Daoming signed a famous brand of natural floor. Chen Daoming's refined and restrained temperament and humility and agreeable temperament coincide well with the elegant, fresh, natural and comfortable features of the natural floor. It has a strong appeal in the consumer groups with deep cultural background and living habits. Nature has also made good use of the influence of the spokesperson and launched a series of marketing promotion offensive, which has accelerated the brand promotion significantly. But in the home textile industry, the male star is rare. Among the few home textile male endorsements stars, Liu Zhigang joined the promotion of red bean home textiles, and Hunan Wei TV's Wei Jia Dai silk Nair home textiles. But for the powerful women's army, the actor's brand is still "different". But whether it is brand or consumer perspective, actor joining is essential. This helps to eliminate stereotypes in the home textile industry, and also gives enterprises more ways to choose propaganda methods.

　　 Home textile brand Celebrity endorsements should be open minded.

Beijing Long Chi Europe bit marketing planning agency home textile research experts believe that the home textile brand star endorsement will move towards a more open attitude, absorb more layers of more stars to join the home textile brand marketing. With the establishment of the brand sequence of the home textile enterprises and the fullness of the overall brand structure, the home textile brand endorsement will show a richer combination. Just like Chinese sports equipment enterprises have gone through the same process, initially, such as Lining, Anta and other brands only invited a sports champion spokesman, then began to invite a number of sports stars endorsement, and later, entertainment stars joined in sports equipment endorsement, forming a series of star endorsement chain, to support brand marketing. Home textile brand star endorsement of the road will be so.