Domestic Outdoor Brands Look For Spokesmen.

In the past few years, the popularity of domestic outdoor brands has reached a climax since last year. Last year, the cooperation between Pathfinder and Wang Feng was just started. Articles and Ma Yili have appeared on the publicity materials of husky. On the occasion of the new year, the camel sign also made a big noise. Over the past year, we have never heard of any brand signing public figures. However, the marketing way of brand spokesperson is developing in a form of dark line, and the brand spokesperson has already been more than one.

　　 Pathfinder From Wang Shi to Wang Feng to Wang Jing

Many years ago, when the outdoors were not the big family now, the Pathfinder signed Wang Shi, which was as enthusiastic as the joint sensation of the explorer 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 suitable spokesperson.

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.

As mentioned earlier, there are more than one mouthpiece of an enterprise. With the passage of time, the spokesman for the development strategy of enterprises should be upgraded. Except for Li Lang, Chen Daoming and Li Lang were dissolving with blood and blood. The realm was too high to reach the general brand. Wang Feng appeared in front of the public under this demand and brought the Pathfinder to McDonald's and KFC. (TV advertising).

It's not very exciting to see Wang Feng in McDonald's and KFC. It's 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 deductive people will be more exposed than Wang Shi and have a higher audience awareness. This is why Wang Feng came out. If not, the Spring Festival Gala, the rising sun masculinity, and the spring, these may all 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.

What is the way for today's Pathfinder? In a word, Wang Jing is a professional speaker, and there are Wang Feng among the masses.

　　 Husky: vaguely visible Korean brand Marketing route

Korea is an outdoor ideal country. In their TV series, more and more Outdoor brand The shadow is just like the growing variety of 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.

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 outdoor outdoor market. Indeed, the hottest fashion in the last two years is outdoor fashion. It has some advantages over the brand that has just started. It is said that the operation team behind is also quite powerful.

What is the biggest action of husky since his debut? Probably signed the article and Ma Yili, a model couple of entertainment circles, conservative prediction, later do not know whether to bring articles and Ma Yili's children. 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 transition period is just a few years of fashionable outdoor outdoors. All kinds of Korean outdoor brands are keen to invite entertainers to attend the scene, and carry out live SHOW. The article and Ma Yili's latest action is to shoot the publicity material of husky.

　　 Min faction: take advantage of insiders to exert their strength

Many brands of Fujian faction have been precipitated, 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. Therefore, many people wonder why they are invited by some insiders.

It is undeniable that outdoor things have been widely recognized in recent years. Among them, min faction has made great contributions to the outdoor market. Perhaps it is just a turning point in the development, which has emerged to replace the natural forces. 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).

As time goes on, the Pathfinder is going to cover the leisure outdoor market, and the Fujian brand will go up naturally. From St. Valentine's request to Wang Yongfeng's endorsement, the establishment of the Tianlun polar expedition team, the cooperation between lion brand and wild Bao Da Xing Ba, to the summit program 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.

The biggest difference is that it is easy for the insiders to accept a brand of homemade shoes and clothing, 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.

　　 Other spokesperson Marketing Trends:

Trend 1: low cost penetration. The camel has been signed by tens of millions of people, so far no camels have appeared. More on material promotion. Husky, signing articles and Ma Yili, don't know how much it costs. Spokesperson marketing has always been a big surprise. 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.

In view of the fact that heavy gold can not be affordable by any brand and may not be suitable for the long-term publicity needs of the brand, the brand can still weaken the spokesperson's marketing and turn the rudder in a direction that is related to 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 create a lot of publicity points for the brand in the first stage, such as Northland, the power to support Chen Kun's walk - a trip to Himalaya.

Trend two: phased 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.

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. Once spent on the occasion of the 10th anniversary time of Kai Kele, 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.