In today's hot search of microblogging every minute, celebrities wear socks can be on the headline era. When the red star artist coffe use their own exposure, as long as the social media readily send an advertising message, flow brushing to In the Shangyu, the advertising fee slammed into the pocket, the star made money, the company made money, and the melon people once again had a topic today. The meeting between the teas no longer ends with the automatic mechanical smile.
Competition in the home appliance industry in 2018 is still fierce. In order to compete for market share, companies are competing to launch a wide variety of brand strategies. Branded corporate brand spokesmen are no longer new. Today, the electronic media industry is developed, information is disseminated at a fast speed, and the area of influence is wide. The huge mass fan base behind public figures is a good springboard for the second round of communication. The potential revenue is even more difficult to estimate.
Using the personal business effect of spokespersons, grabbing eyeballs on social media, media, e-commerce, etc., to enhance the visibility of their companies, are routine operations of major manufacturers. People who follow the hot spots are no longer confined to the front of the screen to eat melons. The marketing department will set up a special group to study the current hot spots, so as to make the positioning of advertising more accurate and maximize the benefits.
Next, let's take a look at what stars are known to the companies and products?
Philips invited the Taiwanese goddess Zhiling sister to endorse the television; Panasonic found a high round; popular idol Ma Tianyu endorsed TCL; Vantage signed the recent big Zhao Liying, there is a line of Kobayashi updates; In addition, due to the June of this year Russia World Cup The approach of the French and Belgian national teams were signed by Vantage and Changhong respectively.
Of course, in addition to the several brands listed above, there are still quite a few brands who do not choose to sign up as spokespersons, similar to: Siemens, Sony, Haier, Hisense, Xiaomi, etc. The corporate product website is based on products and models. There is no specific request. Big-name celebrity endorsement products and advertising.
Then the question has come. Can a home appliance company invite a young fashion spokesperson to achieve a brand image that is young and fashionable?
I learned from the official website that apart from Panasonic, most of the brands did not elaborate too much on the reasons for contracting artists, and more often they bluntly moved the spokesperson to the product promotion page, accompanied by the star’s signature, and The edited slogan copy finished.
From this, it can be concluded that most of the brands on the market choose to sign the spokesperson and do not consider the degree of fit between the brand and the celebrity, and it is more rational and profitable to put current hot topics and topics, as well as the popularity of the stars. As a main selection criteria reference.
In fact, it can be understood that today's Internet information is heavily overloaded, and the eyes and brain are unable to load and process all information on the page at a time. On the shelves of e-commerce, various products are trying their best to “fight for favor”, and the first time they seize the consumer. The eyeball is the company's primary goal.
So I think that most of the young fashion spokesmen for home appliance companies can't achieve a brand image and youthful fashion. Although Panasonic specially made a page for the goddess Gao Yuanyuan to briefly explain the reasons for the endorsement, the visual effect may be to achieve the goal, but not from Essentially change the temperament of the entire product and brand image.
Privately, the design of the product is as large as the appearance and material, as well as the screws and parts of the parts. Each place shows the temperament of the product, from the inside to the outside. The packaging of the same product is such that the spokesperson is indeed an influential factor. One, but do not think that as long as the spokesperson is invited, it will surely be able to achieve the transformation of the brand image. It can only be said that the spokesperson will have a certain degree of influence, but it cannot be a decisive factor.
In the future, I think that the major manufacturers can emphasize the work and docking of various departments. The propaganda department can go a bit further to the workshops of the product design department and the technical design department, and moreover interview the designers of research and design, communicate more and understand design ideas. , As far as possible in the external output and packaging to make more optimization and improvement.
After all, the product is the essence. After all, people use it and experience it. Packaging is the icing on the cake.