Metersbonwe'S Introduction Of "Double Endorsement" Fans Is Just Right.

Li Yifeng source: Metersbonwe provides

Recently, the new movie "Gardenia blossom", starring Li Yifeng, is a hot topic on micro-blog.

In July 11th, Li Yifeng released micro-blog's "713, Yes I Do", attracting a lot of forwarding comments and commentaries. Fans have speculated about what new moves the idol has.

In July 13th, the famous youth fashion brand Metersbonwe official micro announced that Li Yifeng will become Metersbonwe's new spokesperson in 2015.

When the news came out, the audience suddenly realized that there was new doubt as well. How would Metersbonwe's original endorsement of Jay Chou be arranged after Li Yifeng endorsed it?

The Metersbonwe brand leader has unveiled the mystery in an interview with reporters. In the future, the strategy of "double endorsement" will be adopted, which will keep Jay Chou cool and handsome, and join Li Yifeng in covering the literary and artistic styles and the new style of Xiao Qing. At the same time, Metersbonwe will not only continue to maintain the post 80s market represented by Jay Chou, but also open up a large number of post-90 or even 00 young people who like Li Yifeng's small and refreshing style, and become a fashionable brand in the domestic few hiring two idols.

Since then,

There will be new breakthroughs in the design style and market promotion, and the fans of Jay Chou and Li Yifeng will also increase their interaction with their idols, and are delighted with the two.

All these can not help but let people think of such a word: fans economy.

It originated in the scientific and technological circles, but it has flourished in the whole consumption field.

Its core is the value recognition and emotional connection of fans to the people concerned.

For Metersbonwe, which has a long history and a well known brand, the fans of the original spokesperson are constantly growing, and the new 90's target customers need to be incorporated into the fans group in a new way.

In this regard, Metersbonwe has shown a profound insight into the post-90s group and unique thinking about marketing.

Last year, the famous variety of Metersbonwe, a variety show on the new line, was unusually hot after the 1990s, proving its unique vision.

This year, the name "fan" APP platform, which was newly promoted by Metersbonwe, has created the unique look of "advertising words and wonderful works". It has made "the most fashionable and fashionable national brand" and "the rich and powerful potential" has become the hot door vocabulary of young people. It also gives Metersbonwe and fan APP a great resonance in the pursuit of personality breaking through the traditional post-90s crowd.

On the other hand, the formation of fans can not be separated from the distance between fans and celebrities.

In the era of one-way dissemination of media to the audience, fans are less connected with each other, the fans economy is hard to shape.

And the launch of micro-blog.

Interaction with consumers has compacted the dissemination level; the post bar has brought fans together; the role of core fans has become even more prominent; WeChat has made fans closer to idols, which has made fans' economic value more prominent, indicating a further development of fans' economy.

Metersbonwe in this Li Yifeng endorsement event marketing, micro-blog, WeChat, H5 and other multi pronged communication techniques, is undoubtedly the use of star fans to spread a good practice.

Beginning in July 11th when Li Yifeng released the topic of "713, Yes I Do" manufacturing, the online launch of this Li Yifeng endorsement was officially launched.

After Li Yifeng and micro-blog attracted a lot of fans' attention, Metersbonwe immediately released the star related WeChat H5 drainage, and then on the day of July 13th, attracted the fans interaction with the topic of "Li Yifeng wearing the state". The whole process was completed at one go, and the interaction was good, showing the skillful marketing skills of the Internet products.

What is particularly worth mentioning is that the H5 concept released by Metersbonwe is unique. With the help of "you have 16 video requests from Li Yifeng", the monotonous text is converted into video voice to attract Li Yifeng fans to click and interact with each other. The final drainage effect is also obvious.

At the same time, Metersbonwe also plans to launch star related products, recommendation and other related products, hoping to effectively boost sales through the power of idols.

"Our marketing approach now pays more attention to reinventing the brand's real and interesting character and narrowing the distance from the 90's consumers," Metersbonwe's official said. "Or, we hope to rethink it.

This is the starting point for us to make the brand more Internet spirit and rebuild the value chain with the Internet thinking.

"Fans are no longer equivalent to consumers and users. Fans are the core beneficiaries of brand ties that have established emotional ties with brands." a senior marketing person in the industry said, "the phenomenon of fans represents the younger generation's value judgments of the pursuit of business and their past differences. They have gained the satisfaction outside the economic benefits by doing things for their own idols or brands, such as identity, group culture and deep participation."

He believes that to promote fans' economy through idol endorsement, we need to choose a good spokesperson, and we need to interact well with the core fans and the wider fan groups through spokesmen.

At present, Metersbonwe is in good shape, and the future marketing action can keep up with it, or it can create a classic case that fully explores the fans' economy.