Domestic Outdoor Brands Adopt Multiple Spokesperson Strategies.

< p > Xiaobian today to summarize some outdoor brands about the spokesperson: < /p >

< p > < strong > Pathfinder: from Wang Shi to Wang Feng to Wang Jing < /strong > /p >

Less than p years ago, when the outdoors were not the big family now, Wang Shi href= "http:// www.91se91.com/news/index_c.asp", "Pathfinder" /a, signed the "Wang Shi". The stir caused by the industry was as hot as the joint concern between the Pathfinder and Wang Feng last year.

At that time, the product line of the pathfinder was not so rich now, and it was far from reaching out in every corner of the leisure outdoors.

At that time, Wang Shi was already a famous mountaineer in the civil society. This aura greatly enhanced his image as an entrepreneur, and even more people knew Vanke.

Today, Pathfinder co founder Wang Jing is also working on such a road.

Therefore, Wang Shi's "withdrawal" does not mean Wang Feng's victory, but that the Pathfinder himself has a more appropriate "spokesperson".

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P, why did the Pathfinder sign Wang Feng? In fact, at first, Wang Shi was the spokesman of the Pathfinder through Wang Jing's invitation. At that time, the media predicted that Wang Jing would be the best candidate to succeed Wang Shi.

The dark line of Pathfinder has been buried for many years and buried skillfully.

So Wang Feng is actually a clear line.

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< p > as mentioned earlier, there are more than one spokesperson for an enterprise. With the passage of time, the spokesman for the development strategy of an enterprise needs upgrading.

(a href= "http://www.91se91.com/news/" > llun < /a > except that Chen Daoming and Li Lang are bone and blood dissolved, the realm is too high, and the general brands can not reach.

Wang Feng appeared in front of the public under this demand and brought the Pathfinder to McDonald's and KFC.

(TV advertising).

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< p > seeing Wang Feng in McDonald's and KFC is not very exciting. It is a little different to see the Pathfinder.

On the whole, the commercials were very popular, and the new generation of outdoor ideas, mixed with rock and roll style, is another kind of life.

At that time, the terminal stores of the Pathfinder also spread all over the country.

We can imagine the brand exposure and its associated influence brought about by this advertisement.

Music and deducers will be higher than Wang Shi's exposure rate and audience awareness. This is why Wang Feng came out. If not, the Spring Festival Gala, the rising sun masculinity, and the spring, these are all likely to win over Wang Shi.

Of course, Wang Shi's charisma is professional and high-end.

Wang Feng is art and entertainment, and is an art and entertainment that has been accepted by the public and has aroused widespread resonance.

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What is the path of today's Pathfinder? P: in a word, Wang Jing is a professional speaker, and there are Wang Feng among the masses.

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< p > < strong > husky: the Korean brand marketing route that can not be traced down > /strong > /p >

< p > Korea is an outdoor ideal country.

In their TV series, more and more outdoor brands are like more and more varied daily necessities in our TV series.

There is an outdoor equipment for people to dress and eat, but we haven't got any clothes yet.

But this does not affect our alignment with them.

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< p > husky, the brand that has been established for about three years is another fashionable wolf created by the wolf claw generation in China. It was born to eat the fashion outdoor market. Indeed, the hottest fashion in the last two years is also fashionable outdoors. It has some advantages over the brand that has just started.

It is said that the operation team behind is also quite powerful.

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What is the biggest action since p? "Ma Yili" is probably a sign couple and a model couple in the entertainment circle. He is conservative in predicting that he will not bring articles and Ma Yili's children later.

In view of the prevalence of family outdoor activities, the product can be enriched and extended.

I just don't know whether it will renew the contract for a long time.

A very popular couple of entertainment circles can also affect the young generation for a long time. At least, it will be fine to eat at the end of 80 or 90.

And this pition period is just a few years of fashionable outdoor outdoors.

South Korea's a href= "http://www.91se91.com" > outdoor brand < /a > all kinds of shows are very keen to invite entertainers to attend, and live SHOW, the article and Ma Yili's latest action is to shoot a publicity plane of husky.

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< p > < strong > min faction: take advantage of insiders and force /strong /strong > < > >

Less than P, many brands of Fujian faction have settled down, and there has been a very clear development path.

Spokesperson marketing is the strong point of Fujian faction brand. Since the birth of Fujian faction, many circles have been developed as spokesmen, and Fujian people have started their outdoor activities with leisure. So many people wonder why they are invited to be insiders. < /p >

"P > outdoor" is an undeniable trend that has been widely recognized in the past few years. Among them, the outdoors of Fujian have made a great contribution and are guided by the market.

Perhaps it is just a turning point in development that has come out and replaced the forces of nature.

Anyway, how many people know about such a formulation when they are in the open air?

This also doomed the time for Fujian faction to launch spokesperson marketing, let alone the traditional way of spokesperson marketing.

(maybe not too bad, because the Fujian faction started with branding operations and shopping mall channels, but no one tried).

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< p > with the passage of time, the Pathfinder is going to cover the leisure outdoor market, and the Fujian style brand will naturally go up, from St. Valentine's request to Wang Yongfeng's endorsement, the establishment of the Tianlun Tianji expedition, the cooperation of lion brand and wild Bao Da Xing Ba, to the summit plan of tianpun Lun.

Min faction has been trying to shape the brand.

Public image or professional image.

Even if the market is still dominated by the big outdoor market, even if the high-end niche brands admit that the limit market is really limited, everyone is willing to see the thriving outdoor market and develop this market. Fujian outdoor requires that they have a certain voice in the profession, because there is a big difference between the outside and other industries.

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< p class= "MsoNormal" style= "margin: 0cm 0cm 0pt" > span lang= "EN-US" lang= "Microsoft";

< p > and the biggest difference is that it is easy for the insiders to accept a domestic a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > the brand is easy to accept, but it is difficult to accept the outdoor brand.

Therefore, we must continue to strengthen the harmony within the circle.

Coupled with the importance of word of mouth in outdoor circles, at least in my view, there will only be more and more circles in the future through endorser marketing.

This is one of the trends.

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< p > < strong > other spokesperson marketing trends, there are the following points as follows: < /strong > < /p >

< p > trend 1: low cost penetration.

The camel used tens of millions of dollars to sign Han Han. So far, Han Han has not shown any camel activities.

More on material promotion.

Husky, signing articles and Ma Yili, don't know how much it costs. Spokesperson marketing has always been a surprise to "heavy gold".

If it is not a particularly important period of brand development, we need to open up the situation and use it cautiously.

Wang Feng, who brought the Pathfinder to McDonald's and KFC, husky, wanted to make a big hit in the fashion outdoor market.

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< p > in view of the fact that "heavy gold" is not affordable for any a href= "http://www.91se91.com" > brand < /a >, it may not be suitable for the long-term publicity demand of the brand. Therefore, the brand can still weaken the spokesperson's marketing and turn the rudder in the direction of "connecting the relatives with the others".

In fact, there are many celebrities who like outdoor activities. They even launch many public welfare activities in person. These are resources that can be grafted by brands, and it is a strategy to enter by sponsorship.

It can also win a lot of publicity points for the brand in the first stage, such as Northland, to sponsor Chen Kun's "walking power" - "Jing Jing Himalaya".

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< p > trend two: stage change.

Wang Shi's "retirement" and Wang Feng's debut are such an upgrading process. The renewal of brand strategy, the introduction of the main new products, and any innovation can bring the emergence of new brand spokesmen.

The spokesman is the power to take advantage of the crucial moment.

It can be considered according to the actual situation of the brand.

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< p > trend three: the founder enters the circle.

A lot of outdoor practitioners can play the outdoors, and there is not much Wang Jing can achieve.

Nowadays, it is an unavoidable topic for the founder to enter the circle. The form can be varied.

When he was 10th anniversary, he became the protagonist of the brand advertising film and interpreted the spirit of "departure".

10th anniversary and the founder of the interpretation, a good match.

So there are more than one brand spokesperson.

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