Invited "National Girl" Guan Xiaotong To Speak, City Beauty Staged Transformation Drama

With the end of the electricity business war in 618 years, 02298.HK, a local fast fashion underwear brand, released heavy news. On June 1, 2019, the company announced that it had appointed Guan Xiaotong as spokesperson for the group's "Cosmo Lady" brand underwear and home furnishing in China on the 21 day. The service period is 2 years. Guan Xiaotong will take part in the advertising shoot and attend the brand promotion activities.

As a classic underwear brand in China, the urban beauty has been working closely with Lin Chiling, the goddess of the whole country. Its beautiful, intelligent and elegant image is also highly suited to the brand of urban beauty. It also branded the urban beauty in the underwear industry with its brand reputation and popularity. Now, the company has launched a new image spokesperson, Guan Xiaotong, who has the title of "national girl". What is the next step?

First, behind the image spokesperson, the transformation road of urban beauty.

Founded in 1998, the urban beauty has become a household name with an old brand of more than 20 years old. However, with the series of changes in the consumer field, many traditional old brands often fail to gain more advantages, while others who stick to old brands are experiencing bottlenecks because of brand aging. Therefore, as a business operator, the brand-new definition of brand in the new era has become a necessary examination question on the road of enterprise development. Although the urban beauty has been doing well in the consumer field in the past, it has begun to face pressure in the fierce competition in the industry for many years, and the transformation and upgrading of the brand has become a new topic for the development of the company.

As the external representative of corporate image and brand connotation, corporate image spokesperson is very important for enterprises. Choosing or adjusting the spokesperson of an enterprise is often a thrilling leap for an enterprise. Especially in the face of the transformation stage, how to make new spokesmen fit the quality of enterprises, continue the connotation of enterprises, how to effectively grasp the market trend and consumer demand, and guide the trend with the help of the spokesperson of corporate image, these will be the problems that business operators must consider in this area.

As far as urban beauty is concerned, in the past years and years of cooperation with Lin Chiling, the two sides have tacit cooperation with each other, bringing unexpected results to the magnificent turn of the company's transformation from the cheap chain line to fast fashion. With the passage of time, 21 years of brand growth in urban beauty again usher in transformation. The promotion of enterprise brand power has become a crucial part of urban beauty in the new era of consumption. Since last year, the company has begun to further adjust its cooperation with Lin Chiling, and once let its incarnation "urban beauty" "chief underwear designer" jointly publish a series of joint design funds to detonate the market trend. But this is just the first step for urban beauty to move towards a new era of transformation.

Today, the company chooses Guan Xiaotong, who has the name of "national girl", and adds a wonderful turn to its transformation.

Two, why choose the "national girl" endorsement?

The announcement shows Guan Xiaotong, 21, a Chinese actress. He is now a student in the Performing Arts Department of Beijing Film Academy. At the age of 4, Guan Xiaotong began her career as an actress. Since then, Miss Guan has been involved in 100 films and TV productions, and Guan Xiaotong has been called "daughter of the nation" by Chinese media and audiences. City beauty says that the main business of the company is to design, sell and sell close clothing products in China. Guan Xiaotong is a positive young actress in China. Guan Xiaotong is the spokesperson of the city beauty brand underwear and home furnishing in China. It is part of the overall marketing and promotion plan of urban beauty. City beauty believes that the appointment will bring new marketing ideas to underwear and home clothes for urban beauty, and enhance the positioning and popularity of CosmoLady brand.

One is national idol, the other is national brand. The combination of the two is closely related to the rise of the new generation of consumer groups.

In fact, from the current market environment, with the upgrading of the influence of the new generation in the consumer field, especially with the changes in consumer communication mode (minority communication, opinion leaders), shopping channels (offline, online), personality needs (personality pursuit, thousands of faces) and so on, how to adapt and meet the new generation's consumption requirements has become the key to the consumer brand to win the market.

For urban beauty, with the aging of the brand, it is also necessary to introduce new blood to promote the dissemination of brand younger. However, there is a large number of fans who have a strong appeal after the 90 and 00 fans. Guan Xiaotong is undoubtedly the best choice.

On the one hand, as a promising young idol with high quality, Guan Xiaotong has a high degree of concern outside the world. It can be described as a hot spot with its own flow. Through its own influence, it can convey the youthful vitality and identity of the urban beauty, and it will bring great effect to the rapid promotion of the brand image and the capture of the young market.

On the other hand, the image of Guan Xiaotong's fashion, vigor and youth is also highly compatible with the brand image of urban beauty. It can effectively integrate and further introduce more marketing forms and even joint products in the deepening of cooperation, and detonate market attention.

In addition, Guan Xiaotong, who has many young female fans, has been affirmed by everyone. In the variety shows and street pads, it often brings some trends to follow suit. Therefore, we can expect that following Guan Xiaotong's cooperation with the urban beauties, it will also lead to a new trend of carrying goods, which will play a positive role in promoting the sales of urban beauty products.

　 Three, conclusion

Although many hundred years old businesses survive in the fiercely competitive commercial world, any brand will grow old as time goes by, and the process of new aging will give enterprises more pressure in competition. Especially in the changing consumer areas, we need to keep pace with the pace of the times and keep pace with the pulse of consumers. It is also based on this, even if the product quality is higher than anything else, Jobs will also say that even the greatest brands need to be vigour and need investment and care. Aware of this, the urban beauty has long been dedicated to its own brand building. Since the establishment of the company's brand 20th anniversary in 2018, the company has also launched a new attempt to upgrade the brand.

In the new era of consumption, who has a young consumer group will have a broader future. It also saw the tremendous influence of young new generation. The urban beauty chose Guan Xiaotong, who has a huge young fan group as a new spokesperson for the enterprise. The image of his youth and fashion echoed with the transformation of the urban beauty in a younger age. I believe that with Guan Xiaotong's joining, there will be a push to push the urban beauty brand to become fashionable and younger, and enhance its influence in the main consumer groups after 80 and 90, so as to bring more advantages to the industry competition and help the company's performance to usher in a new take-off.