Lining Signed Huachen Yu To Lead The Ultimate PK, Will The Straight Man Home Be Caught By The Girl?

In the past two years, entertainment stars have become the standard of spokesperson for sports brand. After all, they have good athletic performance, good appearance, good reputation, and few celebrities. As an old sports community, tiger JRs is more tolerant of this attitude. For example, Liu Yifei signed by Adidas, Yang Chaoyue signed by Andrew Ma, these people have high popularity in tiger flapping. However, it was Lining's turn to sign Hua Chen Yu. Many tiger pads JRs did not buy it.

In February 27th, Lining brand officially announced that Hua Chenyu signed up as the spokesman for Lining's sports fashion product. At 18:30 p.m. that day, Lining's official propaganda micro-blog point number has reached 97 thousand, and the forwarding volume is over 400 thousand. By February 29th, the two figures had doubled, with over 200 thousand points and over 840 thousand forwarding. Lining's Tmall flagship store has sold out many of Hua Chenyu's products.

Lining's official Xuan's node can be described as very sophisticated. In the case of most TV entertainment programs being suspended, Hua Chenyu brought himself great enthusiasm in his performance as a singer: when he played the year, especially when he sang the first song of "singer third" in February 21st for "epidemic prevention", "you have to believe this is not the last day," and sent him to the peak of search for a month.

In addition, January and February was originally the spring sales season, the sudden outbreak of the epidemic caused the closure of offline stores, resulting in a serious backlog of spring stock. At this time, Lining signed Huachen Yu to help bring goods online.

So Hua Chenyu's ability to carry goods is not strong enough. The sports circle may not be familiar with him, but Hua Chenyu has a reputation in the rice bowl. In the micro-blog ranking, which symbolizes the culture of rice circles, Hua Chenyu ranked sixth in micro-blog's star list this week. The super topic "Huachen Yu Chong crow" ranked seventh in the super voice list at 17:00 on the 27 th.

Hua Chenyu opened a concert in September 8, 2018 at the bird's nest. The barley net was sold out in less than two minutes. The organizers announced that it would open another one in September 9th, and the tickets were also sold out. Hua Chenyu was also called the "first person in the mainland" who opened two concerts.

Along with official propaganda, Lining Tmall flagship store also started a series of marketing activities around Huachen Yu. Different products are on sale on February 27th, 28, 29 and March 8th women's day. Guan Xuan sold two products on 10 and 12 points that day, and got the crazy rush of fans.

In addition, Lining has launched a series of gift boxes, including lottery products, posters, postcards and notebooks. Lining's official Taobao flagship store also recommends Hua Chenyu the same day.

According to a senior rice circle girl, there are two main reasons for frantically buying around the beans. "The signature of love beans or the same product is only secondary, and the main reason is to show the purchasing power of fans, so that the brand can see the commercial value of the bean, and can consolidate the brand endorsement, or help the bean get more endorsements. So I usually buy notes, "because XXX bought it," thank you for choosing my love bean. "

As for the utilization rate of the product, it still needs to be divided into two parts.

For the brand of AI bean endorsement, the girl of the rice circle said that she would have a "preference". "The same paragraph will definitely buy the same money, such as Hua Chenyu's endorsement of sports clothes and sports shoes. If it is not for the same commodity, such as hats, it will give priority to the brand of representative brand under the same conditions."

But breaking through the culture of rice circle, especially the group of "straight men", the main force of traditional sports equipment consumption, there are some polarization in public opinion. There are both his works and his stars.

The "straight male community" tiger puff, once regarded as the "sports brand weathervane", scored 30 thousand points for Hua Chenyu, 7 points and 100 points for JRs. In fact, in February 27th, the score of Huachen Yu was 6.8 on the day of the endorsement. It seems that there are still "tap water" for him on the two day.

In the comprehensive evaluation of huppu community, the criticism mainly focused on the exaggerated typhoon in Huachen Yu and its performance in non singing variety shows.

Many loyal users of Lining's brand, as well as fans of other spokesmen of Lining, have expressed their dissatisfaction with Lining through other social media. There are also many posts on the tiger forum. Many tiger pads JRs probably didn't expect to be the home of sports brand. At this moment, they were abandoned by the sports brand.

But putting aside "straight men", Hua Chenyu is indeed a dish for female fans.

According to Baidu index's concern about the gender of users, the proportion of female powder (66.7%) is two times that of male powder (33.3%), and the TGI index of female powder is 139.57. TGI, namely Target Group Index (target group index), refers to the difference between users with different characteristics. The TGI index equals 100, which means the average level is higher than 100.

The sale of two products sold on the 27 day can also be seen. The first thing to be grabbed and sold is the XS and S codes, which are men's sizes, and the size of the girls is almost S and M. This is a very good size for women's wear. The couple's shoes are also sold out. However, this can only explain one thing. After all, the purchase volume of different styles and yards will be different.

The idea of "straight men" used to be highly valued by Lining. Even when the word "straight man" had not yet risen, the spokesmen of early Lining were mainly hardcore athletes. Besides, Lining invited Lin Chiling and Jessica of Korean girlhood as spokesmen in 2011 and 2014 respectively. The two men were properly "straight men goddess" but failed to set foot on the brand. Enough water to bloom.

In recent years, Lining has been more cautious in choosing the spokesperson, and is also changing his strategy. In 2017, GAI became the spokesperson for Lining. GAI's rapper himself brought his own "fashion" label. In addition, many of his works also played the role of "Chinese style", which accords with the temperament of "China Lining". In 2018, Lining signed a contract with Yao Xingtong again. Although Yao Xingtong's fame was not very high, she played many Chan long movies, and her sports fashion was full of children.

The spokesperson for this signing, Hua Chen Yu, does not really match the trend of sports. According to the Baidu index, the brands most concerned about Hua Chenyu are cosmetic brands and mobile phone brands. This is also related to Hua Chenyu's endorsement of Estee Lauder and Samsung mobile phones. In addition, in January 16th, Hua Chen Yu became a new spokesman for Maybelline. It seems that these labels are far from the sports brand.

But for Lining, it is easier to see their business nature in the real market than what a brand spokesman says. It needs to be emphasized that after Lining launched the Chinese Lining, the whole brand style began to change to the trend, which means that the composition of the target consumer group behind the brand will also change. The original "straight men movement" label may be a bit out of date, and the brand is moving in the direction of "the popularity of young people". This is probably the core reason for the traditional straight male consumer group to feel "home fall".

Even if the market repercussions brought by the girls in the cooking circle are too good, the situation may be aggravated.

At least after the official announcement of Tmall flagship store, the sale of Hua Chenyu's flagship store can be commendable. In the future, if Huachen Yu keeps the heat, the spread of the brand can be expected.

Lining's "cross circle" campaign turned herself into the main battleground for straight boys and girls. Is it the girl who rolls around the sports circle or the straight man buyer takes back the main battlefield? We might as well expect the market to give us the answer.