From Yin Xiaotian To Lin Xin Hai Lan'S Home And Other "Struggles" And "Self Rescue"

In the final analysis, the spokesperson can only play the role of quickly focusing on the eyes and amplifying the amount of voice. If we want to be loved by the main consumers, we still have to rely on the excellent products themselves.

It is estimated that Yin Xiaotian never thought that after years of talking about his name, the first correlate word in many people's minds was not the film and television works, but the sea Lan's home.

Not only will there be a colorful image of men taking off in the air, but there will also be a loud and excited voice: "Hai Lan's home, a man's Wardrobe".

The magic style and the line of brainwashing made Hai Lan's home become a general of the national team of the "Wei Guo" brand. The standard color T, the straight man's aesthetics became the key word of the brand.

In order to take away the hat of "brand of urban and rural fringe", Hai Lan's home has launched new advertising films in recent years, trying new spokesmen, trying to prove to the younger generation that it can still play for ten years.

Recently, a new short film "the scenery King Qian" of Hai Lan's home has shocked many marketing circles. No one thought that this tonal advertising blockbuster came out of its hands.

In the video, the veins, mountains and even stars are made up of cloth, trying to express "pressing" and "natural".

Idea.

This highly advertised film director is Chen Shuo. "2 China on the tongue" is his hand.

Two times a year, the men's wardrobe, the aesthetic attack of Hai Lan's home.

This is not the first "reform" of Hai Lan's home. As early as last year, when he replaced the endorser to update Lin, he launched a series of publicity poster and advertising short films.

When silent, Lin updated with a melancholy aura, without the accent of the northeast big ballad, which was less funny than the property. It could afford the high quality of advertising.

The main color of blue is uniform in visual effect and harmonious in background.

At that time, the whole network was paying too much. Even in many articles, such words as "amazing" and "full score" were used.

Actually, scrutinizing this advertisement is really not good at all.

In the short film, he highlighted the value of Lin's renewal and kept giving facial features.

The presentation is rather thin.

The reason why netizens' feelings are aroused is that the impression that Hai Lan's home has left people's advertisements is too local.

After all, when Yin Xiaotian endorsed, the style of the painting was often a magic dance, or a colourful aesthetic killing.

Of course, there is such a classic air take-off action freeze, P square dance guide without any violation.

By 2012, the spokesman of Hai Lan's home was replaced by Du Chun. Although the influence was not as far-reaching as Yin Xiaotian's, the style and temperament of the advertisement came down in one continuous line.

Under such contrast, the treatment of Lin Xin, the new spokesman, is simply amazing. No longer exaggerated advertising color matching and action design have entered the normal aesthetic category at least. No wonder many netizens are praising.

From the perspective of Hai Lan's home, replacing the spokesman is obviously a self help of the old country brand.

This is known as "China".

"First brand" companies have been spreading crazily in the two or three line cities with advertising slogans and people's impressions of "two times a year".

However, with the replacement of the times, the brand image that has been more than LOW is obviously not conducive to its further promotion.

After all, the 30 + + elite consumption group can not see the men's clothing here, and younger consumers will feel that the brand is "old age."

At this time, selecting a spokesperson who is more in line with the aesthetic standards of young people from all aspects and replacing the new style of advertising photography has become the most direct way to explore the brand younger age of Hai Lan's home.

The change of old country brand, fashion, fashion and fashion.

Of course, there is not only a senior general in this country, but also many brands that are also facing the middle age crisis.

Most of them are also ingrained impressions left by young consumers.

Many of these brands also try to create a completely different fashion sense by selecting the spokesmen for the new trend.

Ordos is a very obvious example.

The domestic wool brand, the oldest brother who founded in 1980, has tended to be old in its overall style. "Small town feeling" and "warm mental device for parents" are also difficult to wash away.

However, its pformation is more difficult. The old consumer base of the middle and old age is huge. How to retain the original customer group has become a problem that must be solved on the "new trend" road.

Ordos gave a good demonstration.

In 2015, after conducting a deep Market Research for more than 5000 consumers in the country, Ordos was split into four sub brands.

"1436" is aimed at the new affluent people, mainly high-end cashmere dress; "ERDOS" positioning the mainstream middle class, trying to hook up with fashion; "BLUE ERDOS" for young people, emphasizing comfort; "Ordos 1980" look at the name is known, is to retain the original pragmatic consumer group products.

In order to emphasize the fashion sense of brand pursuit, ERDOS invited the big cousin Liu Wen as spokesperson, and handed out a series of promotional materials with different styles.

This style change has also brought the Ordos trend into the entertainment circle. Yuan Quan and Zhang Tianai have chosen to shoot the fashion blockbuster in this brand. Liu Wen's influence in the fashion circle is undoubtedly beyond doubt.

Such subdivision brands are selected for crowd selection.

The operation of big coffee is only one of the old brand in the process of younger exploration, and there is also a brand name more direct "flow fresh meat" endorsement, trying to attract the attention of young people.

Last year, Metersbonwe announced five young children, Guan Xiaotong, Ren Jialun, Song Weilong, Zeng Shun and Zhong Chuxi, as spokesmen.

At the same time, it also upgraded the brand from a single leisure style to "youth uncommon NEWear", "tide HYSTYL", "uninteresting MTEE," "fresh city Novachic" and "Jane Sen life ASELF" five styles, each spokesperson has become a style leader.

There is no clear data on how it works, but at least from the advertising point of view, there are indeed many new trends.

Spokesperson alone can't save the brand.

Of course, the replacement of spokesperson can only bring a temporary flow to the brand. If we want to achieve real youth, we need more efforts from the product itself.

After all, stars wear a large sense of basic money, while ordinary people are afraid of being a collection of middle-aged soil.

Take the home of Hai Lan, despite the qualitative leap of the spokesperson and the overall advertising style, the main style of the shop is still unchanged.

Enter the official website to choose the summer T-shirt column, and the product that jumps out is still familiar style and taste.

At the same time, blindly choosing the spokesperson of the fresh meat will also cause the unclear positioning of the brand. If we can not tap the conjunction point of the brand and the young spokesperson and enlarge it, we will not be able to achieve high conversion. Instead, it will fall into the "flower shelf" where there is no flow and no purchase.

In the final analysis, the spokesperson can only play the role of quickly focusing on the eyes and amplifying the amount of voice. If we want to be loved by the main consumers, we still have to rely on the excellent products themselves.

For example, the seven wolves, although the spokesperson has not changed, but the strong contrast between the style of painting and the current style of painting is not the key to explain the texture of the product itself.