The Trend Of Chinese Celebrity Endorsements

"P >" watch is an omnipotent match.

When I work, I wear a watch, and I can't watch my plays now.

In recent days, Yang Mi, an artist who shows up in films and dramas frequently, appeared on the streets of Shanghai, talking about her feelings about watches. "I think girls wear their boyfriend's watch very handsome, so they can try it."

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< p > with curiosity, many people can't help standing on tiptoe.

Yang Mi on the stage is not only a star at the moment, but also a Swiss watch brand a href= "http://www.91se91.com/", spokesperson, /a.

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On the day of P, Ingrid's latest Versailes Star Limited Edition wrist watch appeared.

The watch is designed to commemorate the upcoming 160th Anniversary of the brand, and the global limit of 160 sets, and the number 01 has been attributed to Yang Mi.

Earlier this year, the Swiss watch brand invested more than a million Swiss francs (about 10 million yuan) to build its own exhibition hall at the world's top watch and clock show in Basel, and built its interior space into high-end private salon, redesigned the poster and launched a more exquisite product album.

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< p > when asked why Yang Mi chose to be a new spokesperson for the brand, Gao Ding, President of Greater China in Switzerland, told the daily economic news reporter: "Yang Mi's shape is sweet and lively, and he knows how to enjoy life.

Each of our watches is also changeable, fashion design and practical functions.

They have something in common. "

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< p > in fact, in the luxury industry with "Chinese wind" still flourishing, the efforts of international watchmakers are self-evident.

Among the Swiss brands, the major brands have signed the Chinese spokesmen as one of their strategies to compete for the Chinese market.

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< p > < strong > aiming at < a href= > http://www.91se91.com/news/index_q.asp > Chinese market < /a > potential < /strong > /p >

At present, the tacit understanding of luxury brands is that if China's luxury market does not help, the impact of these two industries may be hard to imagine in the past two years. P

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< p > according to the latest findings of Synovate market research company, wealthy people in Asia like to buy luxury brands with significant signs and high popularity.

JillTelford, chief executive of Synovate, said: "Chinese are more inclined to let others know that they are buying genuine goods rather than counterfeit products."

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< p > in this market of conscious culture, brand marketing, momentum and the degree of activity in the minds of consumers have become the key factors affecting purchase decisions.

Brands are also increasingly aware that not only big cities, even the more distant two or three tier cities, their brands need "Chinese faces".

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< p > "this is a very difficult process," GeorgeKoutsolioutsos, chief executive officer of FOLLIFOLLIE group, admitted that choosing a spokesperson for China's brand is not easy.

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"P >" is always careful. Besides seeing the popularity of the world, we need to consider whether our characteristics have something in common with the brand.

For example, Galie Lai is because she is international, Chinese, and grew up in the United States. She speaks English very well. Her style is obvious.

For us, such a spokesperson is very professional.

GeorgeKoutsolioutsos said.

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Why would a Greek brand choose a Chinese face as a global image spokesperson? P's answer is also very frank. "The target is the Chinese market," GeorgeKoutsolioutsos said.

China is our largest and most potential market. Choosing a Chinese face to speak is helpful for brand marketing. "

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< p > in fact, from the current watch market, OMEGA and Longines, the top two brands in the Chinese market, have a number of Chinese star spokesmen.

GUCCI, who has never signed a contract with a Chinese star, announced a few days ago to sign some products with Chinese actress Li Bingbing.

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< p > < strong > big brand starts from soft marketing < /strong > < /p >.

< p > finding a celebrity to endorse is perhaps the most direct and most common way to display the brand.

Interestingly, in the era of endorsement, there are still some watches brands that do not buy it. "Vacheron Constantin", "Patek Philippe" and "Jaeger Le Coulter" belong to this faction.

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Bai Shangwen, managing director of Vacheron Constantin Asia Pacific, once told reporters about his customer base: "engaging in various professions and spreading in all parts of the world". P

They are a group of people who are self assured and confident. They will do their homework before buying, including the history, quality and service of their products. They will consider whether the investment is worthwhile.

Until 100% confidence is reached, it will start buying.

In fact, they usually do not have only one watch, but many blocks. "

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< p > a watch collector explains why such watches do not find a spokesperson: "no star can represent the aristocratic temperament of a brand."

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< p > these people believe that it is precisely because not everyone can afford Vacheron Constantin watches. The choice of consumers has become an "automatic" process.

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< p > however, the difference of consumer groups does not mean that big watches do not choose celebrity endorsements to enter the Chinese market.

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< p > in fact, although these international first-line brands claim that they do not sign any Chinese stars, they will invite Chinese stars as guests in various activities: sponsoring the costumes of the movie festival, or putting advertisements in films, so that the audience can quietly accept them without any warning, so as to win better marketing results.

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< p > this is evident from the closing of the Cannes Film Festival this year.

On the red carpet of the film festival, two Chinese stars Chen Kun and Qin Hao wore Dior's advanced watches.

In addition, Xun Zhou and Chanel, Gong Li and LV, Tony Leung and Cartire and so on -- soft marketing has become a high-end watch brand in the Chinese market, one of the magic weapon for a long time.

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< p > < strong > endorsement is a strategy < /strong > < /p >.

"P," FabricePoch, President of the Asia Pacific region, said to the "daily economic news" reporter. "Brand image spokesperson is a guarantee of confidence for dealers. They will feel that the brand attaches importance to market expansion and has a good head and view in daily publicity activities."

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Under the guidance of this strategy, in July, P held a new event in Chongqing's Monument for Liberation.

FabricePoch told reporters: "it is precisely because of the presence of brand spokesperson Sun Li, the scene will be crowded, and the popularity is very good.

This is an effective way to enhance visibility and sales. "

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< p > in fact, the brand name watch brand, the first in the US, has spent 2 million 600 thousand yuan earlier to invite the famous movie star Karen Mok to be the spokesperson for the image, and has brought 240 new high-end watches ranging from 3000 yuan to 1 million 600 thousand yuan to attack the Chinese market.

However, after the completion of the meeting, it did not continue to sign the Chinese spokesperson. Therefore, the sale of the brand in the Chinese market has been in a downturn.

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"P" this time, FabricePoch is the spokesman of the strategy to come to the bottom of its occupation of the Chinese market key factors, and pointed out that through spokesperson strategy to enhance the Chinese market sales.

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< p > "besides our product and price policy as the foundation, I think the most critical factor is our successful image spokesperson strategy.

We do not have much hope for the fans of celebrities to become brand customers immediately. Some people do not know MOVADO, but they are interested in MOVADO when they know Sun Li, like Sun Li, love their house and their eyes. This is our goal.

FabricePoch frankly speaking.

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"P" is the same, and the new signing of the Chinese spokesperson is also the Swiss wrist watch.

They have just brought directors and actor Jiang Wen into their brand family.

A person who did not want to be named told reporters that Jiang Wen's endorsement played a certain role in the promotion of the market. Although sales did not improve rapidly, more people met Jiang Wen through his understanding.

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< p > to this, MarkBishop, director of China's agent Jimmy (China) Trading Co., said to the daily economic news reporter, "the value of the spokesperson is that when consumers enter the store, they will say," I want to buy the watch that Jiang Wen endorsed. "

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< p > "for the watch" a href= "http://www.91se91.com/news/index_s.asp" > distributor < /a >, the choice of spokesperson expresses the confidence of the brand, and it also conveys a brand confidence to consumers and distributors.

MarkBishop said.

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