Currently, competition in the handset industry has entered the phase of elimination. According to data released by well-known research institute IDC, the top five smart phone market in China in 2017, Huawei, OPPO, vivo, Xiaomi and Apple, have a combined market share of over 75% To other mobile phone manufacturers only 24.3 share, 28 effect more obvious. Therefore, in such a highly competitive mobile phone market, whether it is product, market, marketing or channel, every aspect can not be slack, step by step is likely to be surpassed by rivals .On the one marketing, apparently made Mobile phone manufacturers to be higher.No matter from the spread of cognitive awareness from the name, such as 'full screen' 'borderless' etc .; or the title of Variety; then please celebrities ... Most domestic mobile phone manufacturers have been playing Out of flowers.  Which, celebrity endorsement is almost the most mobile phone manufacturers are force thing, whether it is a second-tier manufacturers or second and third tier small factories, in this era of fan economy, the star represents the flow, attention, eyeballs, and thus visibility. So, now domestic mobile phone manufacturers a bit into the 'grab' star stage, a star just with the end of the brand cooperation, the other manufacturers immediately signed. And the consequences of this one is to make the star 'a bit not enough'; and the other The impact of a more celebrity is, making consumers simply do not understand which celebrity endorsement in the end what brand, silly can not tell. And this article is not what the main purpose is to talk with you about the celebrity endorsements and mobile phone these things.In fact, manufacturers produce products please celebrity endorsements already have, and all walks of life are very common, especially in today This competition in all walks of life are a tragic case, the wine is not afraid of alley deep era is over, the brand must rely on marketing and other activities to open the visibility.However, like the handset makers so please star, really rare. Please star, which strong? And to say please celebrities, mobile phone manufacturers in the world which are not compared with China's handset makers, because China has now become the world's most competitive mobile phone market, so celebrity endorsements are almost the most crazy. Manufacturers the most powerful, no one can compete with OPPO and vivo.  OPPO and vivo are absolutely two domestic mobile phone manufacturers in the marketing expert, in its products will do a good job, make the difference under the premise, with strong financial strength, crazy laying offline channels, the title of the major variety and please Stars, and, OV please stars have a feature, that is, who is calling for fire.Therefore, almost OV signed two plants almost half of the entertainment: OPPO Yang Mi, Li Yi Feng, Yang Yang, TFBOYS, Di Reebok, William Chan, Vivienne Peng, Yan Ni, Lu Han, Zhou Dongyu, Stephen Curry ... all without exception are popular popular stars, with the promotion of these celebrities, brand awareness and product really do not want to fire are difficult.  Of course, in addition to OV these two, other brands are outdone, and even the Internet brand representatives, as far as possible Xiaomi market Xiaomi also signed a sign with the star mode, light red rice series signed Wu Xiubo, Liu Shishi and Liu Haoran, and then the film actor Tony Leung and now Wu Yi Fan; Huawei glory side, Zhang Yixing, Guan Xiaotong, Hu Ge, Zhao Liying, Sun Yang, 'Wonder Woman' Gelgaduo; Jin Lianyou Feng Xiaogang / Xu Fan couple, , Xue Qian, Liu Tao and so on. Of course, mobile phone manufacturers please celebrities are not blind, have their own pertinence, after all, please these popular stars, small fresh meat / flowers are not cheap.For example, OPPO and vivo flagship young user base, so please star Is relatively young and welcomed by the majority of young fans star, figure Yang Mi, TFBOYS, Di Reebok, Chen Weiting, Luhan, Peng Yuyan, Ni Ni; and like Jin Li main business will be invited Feng Xiaogang / Xu Fan couple is very fit, While the security is invited Wu Gang (starred in the "people's name"), the young S series are invited to Xue Qian Qian; and before millet red rice 'national mobile phone' series will be invited to the old middle-aged and three generations of stars Wu Xiu-bo, Liu Shi-po And Liu Hao Ran, covering all ages, consistent with the tone of the 'national mobile phone'. Brand spend so much money please stars really effective? And since it took so much money, so many stars, so in the end there is no use? The answer is yes, but the difference between big and small, there is no difference with and without the star endorsement brand effect in 2017 list (including Luxury goods, 3C digital, clothing, FMCG, automotive), Lu Han topped the endorsement of the adidasOriginals endorsement effect index reached 95.68%; the second TFBOYS Yi Yan Qian Xi endorsement adidas neo endorsement effect index reached 93.72% ; The third name of Rebecca Reba same endorsement is adidas neo endorsement effect index was 91.18; The fourth is still Luhan, the endorsement is vivo, the effect index of 90.13%, it is worth mentioning that the top 20, Lu Han moved on the list four times, respectively, adidasOriginals, vivo, Canon and L'Occitane, ranking Respectively, the first, fourth, sixth and fifteen, full of popularity; In addition, the fifth is Wu Yifan endorsement of millet, the effect index reached 89.65%, second only to the fourth Lu Han endorsement vivo; In addition, the seventh is Hu Ge endorsement glory phone; the 16th for William Chan endorsement OPPO from the celebrity endorsement of the effect index can understand why mobile phone manufacturers are scrambling to snatch the popular small fresh meat and flowers are. Spokesperson, please use the endorsement of the phone For the stars, the brand endorsement is to get people money for disaster relief, of course, the 'disaster elimination' is to improve the brand and product visibility.Therefore, for the stars, as long as you endorse a brand, Whether it is to send microblogging or attend events and usually have to use the brand mobile phone because endorsement of a brand is not just a few ads so simple answer, send microblogging, attend the event, etc. are also equivalent to the brand publicity . For example, millet is also very optimistic about Wu Yifan, Wu Yifan, Lei Jun can be said that very carefully, not only to sign up as a spokesman, but also in its birthday birthday party and set up a customized models of mobile phones Etc. However, there was a time when using iPhone X on Twitter, which was not kind. And to say a very attentive one to the number of Zhao Liying, ivvi phone before the endorsement of the public, as well as microblogging are using the brand mobile phone, although it is a niche brand, but Zhao Liying is still very hard .And now speaks glorious After the same very dedicated. For this matter, I think, what brand of cell phone is used by a person is personal freedom, others have no right to interfere, but for the celebrity is the brand spokesperson, not the same brand you endorsement is fancy you Popularity and influence, and if the celebrity endorse the endorsement, but the use of other brand mobile phones, so the contracted brand is obviously unfair, because your star effect did not bring a positive impact on the brand. Please celebrities, have to look at the popular luck Cell phone manufacturers are often invited to please celebrities high popularity, high profile celebrity, so when the effect will be more obvious communication, after all, spend more money, the greater the impact of things. However, sometimes, sign the star of this matter both Look at the popularity of celebrities, but also depends on the handset makers luck. Therefore, at this time, it is not only the star's own thing, but also to a certain extent involves the endorsement of the brand, and of which the positive will be a lot of the brand add color, and Negative events will damage the endorsement brand. The most typical cell phone ring is Lu Han and Guan Xiaotong announced romance events in early October last year because Lu Han is the vivo spokesperson and Guan Xiaotong Huawei Huawei nova spokesman because both are popular popular stars, so the impact is quite huge , And even lead to Sina microblogging server for a time paralyzed. Both the microblogging issued by the two are also using the vivo and Huawei nova, and these two microblogging was praise, the forwarding volume is very large, so the degree of brand communication is undoubtedly very huge, and its impact far beyond Spending money specifically for advertising big.Therefore, the two announced romance for vivo and Huawei two companies is undoubtedly a good brand communication. Of course, there are positive natural negative, and this situation is not much in the mobile phone circle, such as Xue Qian Qian and Li Yitong incident, Jinli brand has a certain extent, and even after the star incident, the brand Changing brand advertising overnight, really lamented I do not know what the downy mold. Even sometimes, the demeanor of the spokesman will affect the consumer's impression of the brands he or she speaks. For example, Hu Ge has always been a very good image in the eyes of the general public. Consumers will also love each other Its endorsement of the brand have a good impression. Therefore, the matter for the manufacturers please celebrities, not only a money thing, is also a matter of luck. What consumers to buy mobile phone to see what? Speaking here, return to the final question, what are the factors consumers consider when buying a mobile phone? What is the number of celebrity endorsements? This question is actually a more open and everyone will have different answers to the question. To be sure, consumers consider more than one factor when buying a cell phone, brand, price, configuration, camera, visibility, etc., which also need to consider the different ages and different levels of consumers, so the surface is still Very broad.Among them, it is undeniable that young users have always been the mainstream group to buy mobile phones, he / she on the one hand, new things, especially electronic products like innovation, on the other hand replacement frequency fast, and secondly, he Most of the time, their parents' cell phones are purchased by him / her. And it is precisely this part of young people like to chase stars, so the purchase of cell phones will inevitably take into account the celebrity endorsement factor, which is why most brands like the young little flesh / flower endorsement reasons. Often participate in mobile conference, there are stars attended the conference, the fans have been around the door packed, screams are constantly playing, enough to be visible in the current Chinese society, the star effect is still quite effective, this star effect Can quickly open the brand awareness of the product, but also in the product attached to the star aura, thus promoting fans to pocket, and this is precisely the role of the star. However, it is undeniable that, with the development of the times, consumers become more and more rational in purchasing products and the 'education' phase of the manufacturers' products to consumers is over. Consumers now take the initiative in their own hands , And awareness of mobile phones has also reached a sufficient level, so now relying on star packaging and no bright spots of the products, even if the celebrity wrist please big again, still can not escape the fate of failure.
Currently, competition in the handset industry has entered the phase of elimination. According to data released by well-known research institute IDC, the top five smart phone market in China in 2017, Huawei, OPPO, vivo, Xiaomi and Apple, have a combined market share of over 75% To other mobile phone manufacturers only 24.3 share, 28 effect more obvious. Therefore, in such a highly competitive mobile phone market, whether it is product, market, marketing or channel, every aspect can not be slack, step by step is likely to be surpassed by rivals .On the one marketing, apparently made Mobile phone manufacturers to be higher.No matter from the spread of cognitive awareness from the name, such as 'full screen' 'borderless' etc .; or the title of Variety; then please celebrities ... Most domestic mobile phone manufacturers have been playing Out of flowers. Which, celebrity endorsement is almost the most mobile phone manufacturers are force thing, whether it is a second-tier manufacturers or second and third tier small factories, in this era of fan economy, the star represents the flow, attention, eyeballs, and thus visibility. So, now domestic mobile phone manufacturers a bit into the 'grab' star stage, a star just with the end of the brand cooperation, the other manufacturers immediately signed. And the consequences of this one is to make the star 'a bit not enough'; and the other The impact of a more celebrity is, making consumers simply do not understand which celebrity endorsement in the end what brand, silly can not tell. And this article is not what the main purpose is to talk with you about the celebrity endorsements and mobile phone these things.In fact, manufacturers produce products please celebrity endorsements already have, and all walks of life are very common, especially in today This competition in all walks of life are a tragic case, the wine is not afraid of alley deep era is over, the brand must rely on marketing and other activities to open the visibility.However, like the handset makers so please star, really rare. Please star, which strong? And to say please celebrities, mobile phone manufacturers in the world which are not compared with China's handset makers, because China has now become the world's most competitive mobile phone market, so celebrity endorsements are almost the most crazy. Manufacturers the most powerful, no one can compete with OPPO and vivo. OPPO and vivo are absolutely two domestic mobile phone manufacturers in the marketing expert, in its products will do a good job, make the difference under the premise, with strong financial strength, crazy laying offline channels, the title of the major variety and please Stars, and, OV please stars have a feature, that is, who is calling for fire.Therefore, almost OV signed two plants almost half of the entertainment: OPPO Yang Mi, Li Yi Feng, Yang Yang, TFBOYS, Di Reebok, William Chan, Vivienne Peng, Yan Ni, Lu Han, Zhou Dongyu, Stephen Curry ... all without exception are popular popular stars, with the promotion of these celebrities, brand awareness and product really do not want to fire are difficult. Of course, in addition to OV these two, other brands are outdone, and even the Internet brand representatives, as far as possible Xiaomi market Xiaomi also signed a sign with the star mode, light red rice series signed Wu Xiubo, Liu Shishi and Liu Haoran, and then the film actor Tony Leung and now Wu Yi Fan; Huawei glory side, Zhang Yixing, Guan Xiaotong, Hu Ge, Zhao Liying, Sun Yang, 'Wonder Woman' Gelgaduo; Jin Lianyou Feng Xiaogang / Xu Fan couple, , Xue Qian, Liu Tao and so on. Of course, mobile phone manufacturers please celebrities are not blind, have their own pertinence, after all, please these popular celebrities, small fresh meat / flowers are not cheap.For example, OPPO and vivo flagship young user base, so please star Is relatively young and welcomed by the majority of young fans star, figure Yang Mi, TFBOYS, Di Reebok, Chen Weiting, Luhan, Peng Yuyan, Ni Ni; and like Jin Li main business will be invited Feng Xiaogang / Xu Fan couple is very fit, While the security is invited Wu Gang (starred in the "people's name"), the young S series are invited to Xue Qian Qian; and before millet red rice 'national mobile phone' series will be invited to the old middle-aged and three generations of stars Wu Xiu-bo, Liu Shi-po And Liu Hao Ran, covering all age groups, consistent with the tone of 'national mobile phone'. Brand spend so much money please stars really effective? And since it took so much money, so many stars, so in the end there is no use? The answer is yes, but the difference between big and small, there is no difference with and without the star endorsement brand effect in 2017 list (including Luxury goods, 3C digital, clothing, FMCG, automotive), Lu Han topped the endorsement of the adidasOriginals endorsement effect index reached 95.68%; the second TFBOYS Yi Yan Qian Xi endorsement adidas neo endorsement effect index reached 93.72% ; The third name of Rebecca Reba same endorsement is adidas neo endorsement effect index was 91.18; The fourth is still Luhan, the endorsement is vivo, the effect index of 90.13%, it is worth mentioning that the top 20, Lu Han moved on the list four times, respectively, adidasOriginals, vivo, Canon and L'Occitane, ranking Respectively, the first, fourth, sixth and fifteen, full of popularity; In addition, the fifth is Wu Yifan endorsement of millet, the effect index reached 89.65%, second only to the fourth Lu Han endorsement vivo; In addition, the seventh is Hu Ge endorsement glory phone; the sixteenth Weiwei Chen endorsement OPPO from the celebrity endorsement of the effect index can understand why mobile phone manufacturers are scrambling to snatch the popular small fresh meat and flowers are. Spokesperson, please use the endorsement of the phone For the stars, the brand endorsement is to get people money for disaster relief, of course, the 'disaster elimination' is to improve the brand and product visibility.Therefore, for the stars, as long as you endorse a brand, Whether it is to send microblogging or attend events and usually have to use the brand mobile phone because endorsement of a brand is not just a few ads so simple answer, send microblogging, attend the event, etc. are also equivalent to the brand publicity . For example, millet is also very optimistic about Wu Yifan, Wu Yifan, Lei Jun can be said that very carefully, not only to sign up as a spokesman, but also in its birthday birthday party and set up a customized models of mobile phones Etc. However, there was a time when using iPhone X on Twitter, which was not kind. And to say a very attentive one to the number of Zhao Liying, ivvi phone before the endorsement of the public, as well as microblogging are using the brand mobile phone, although it is a niche brand, but Zhao Liying is still very hard .And now speaks glorious After the same very dedicated. For this matter, I think, what brand of cell phone is used by a person is personal freedom, others have no right to interfere, but for the celebrity is the brand spokesperson, not the same brand you endorsement is fancy you Popularity and influence, and if the celebrity endorse the endorsement, but the use of other brand mobile phones, so the contracted brand is obviously unfair, because your star effect did not bring a positive impact on the brand. Please celebrities, have to look at the popular luck Cell phone manufacturers are often invited to please celebrities high popularity, high profile celebrity, so when the effect will be more obvious communication, after all, spend more money, the greater the impact of things. However, sometimes, sign the star of this matter both Look at the popularity of celebrities, but also depends on the handset makers luck. Star is also a man, there are emotions, will make mistakes .Therefore, this time, not just the stars themselves, but also to a certain extent, involves the endorsement of the brand, and of which positive, which will enhance the brand a lot, and Negative events will make the endorsement brand damage. The most typical cell phone ring is Lu Han and Guan Xiaotong announced romance events in early October last year because Lu Han is the vivo spokesperson and Guan Xiaotong Huawei Huawei nova spokesman because both are popular popular stars, so the impact is quite huge , And even lead to Sina microblogging server for a time paralyzed. Both the microblogging issued by the two are also using the vivo and Huawei nova, and these two microblogging was praise, the forwarding volume is very large, so the degree of brand communication is undoubtedly very huge, and its impact far beyond Spending money specifically for advertising big.Therefore, the two announced romance for vivo and Huawei two companies is undoubtedly a good brand communication. Of course, there are positive natural negative, and this situation is not much in the mobile phone circle, such as Xue Qian Qian and Li Yitong incident, Jin Li brand has a certain extent, and even after the star incident, the brand Changing brand advertising overnight, really lamented I do not know what the downy mold. Even sometimes, the demeanor of the spokesman will affect the consumer's impression of the brands he or she speaks. For example, Hu Ge has always been a very good image in the eyes of the general public. Consumers will also love each other Its endorsement of the brand have a good impression. Therefore, the matter for the manufacturers please celebrities, not only a money thing, is also a matter of luck. What consumers to buy mobile phone to see what? Speaking here, return to the final question, what are the factors consumers consider when buying a mobile phone? What is the number of celebrity endorsements? This question is actually a more open and everyone will have different answers to the question. To be sure, consumers consider more than one factor when buying a cell phone, brand, price, configuration, camera, visibility, etc., which also need to consider the different ages and different levels of consumers, so the surface is still Very broad.Among them, it is undeniable that young users have always been the mainstream group to buy mobile phones, he / she on the one hand, new things, especially electronic products like innovation, on the other hand replacement frequency fast, and secondly, he Most of the time, their parents' cell phones are purchased by him / her. And it is precisely this part of young people like to chase stars, so the purchase of cell phones will inevitably take into account the celebrity endorsement factor, which is why most brands like the young little flesh / flower endorsement reasons. Often participate in mobile conference, there are stars attended the conference, the fans have been around the door packed, screams are constantly playing, enough to be visible in the current Chinese society, the star effect is still quite effective, this star effect Can quickly open the brand awareness of the product, but also in the product attached to the star aura, thus promoting fans to pocket, and this is precisely the role of the star. However, it is undeniable that, with the development of the times, consumers become more and more rational in purchasing products and the 'education' phase of the manufacturers' products to consumers is over. Consumers now take the initiative in their own hands , And awareness of mobile phones has also reached a sufficient level, so now relying on star packaging and no bright spots of the products, even if the celebrity wrist please big again, still can not escape the fate of failure.
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