For the integrated stove market that is in a period of rapid development in recent years, the celebrity endorsement has become a 'standard'. Among the more familiar ones are Yi Tian and Lin Zhiying, Shuai Feng and Hai Qing, and the song Combined with Deng Chao. This year, this brand marketing tool has once again set off a wave of climax, such as Jin Di signing Huang Xiaoming, Lan Juxing and Zhou Xun, HKUST inviting Mai Yi, and Yogurt holding Jiang Xin.

The kitchen ambitions brand marketing and then upgrade, signing Donnie Yen as the brand spokesperson

A few days ago, the kitchen hall that has been demonstrating strength with technology also joined this camp. The international giant star Donnie Yen has officially signed up as the brand spokesperson. The two sides jointly joined forces to promote a 'smoke-free' healthy kitchen.

It should be said that celebrities have great appeal and appeal as public figures with a high degree of concentration in the society. In addition to the celebrity effect, brands can increase their awareness, enhance brand sales, and assist in brand upgrading. The role of sexual propaganda. At present, there are two main things the kitchen hall wants to do. On the one hand, it is natural to use the spokesperson's popularity and influence to quickly expand the channel network, and strive to use two to three years to bring the existing 800. The number of stores has expanded to more than 1600. On the other hand, it is more to want to enlarge the kitchen hall's focus on technology through the setting of Donnie Yen's 'Kung Fu Superstar'. This is a differentiated brand positioning that integrates kitchen appliances. I hope that in the future when consumers choose to integrate the kitchen, they can think of the kitchen hall more professional.

In fact, the kitchen brand's brand marketing upgrade focuses on the precise positioning and transformation of the brand, and is committed to allowing more consumers to raise awareness of the concept of kitchen fume safety and kitchen health consumption.

What kind of celebrity endorsement does the integrated stove company need?

In the current integrated cooker industry, despite the fact that the star has become a common phenomenon, there are still many star resources available for brand selection. How to choose a brand with a higher degree of brand affinity and reach the major consumer markets is also a A non-small learning, need the brand to comprehensively consider from the aspects of product attributes, channel distribution, main consumer groups and future development trends.

Firstly, the kitchen stove is a new type of kitchen appliance, which belongs to the category of durable consumer goods. Therefore, when choosing an advocate, both men and women need stars with certain 'home' attributes. Hai Qing, Liu Tao was able to With the help of Shuai Feng and Mido, the image of the two's 'good wife' is deeply rooted in the hearts of the people. For the male stars, it is steady, mature, and the Gu family is more favored by the brand, such as Lin Yiying of Yitian. Deng Chao and others have this feature.

Secondly, the main market for integrated stoves is currently concentrated in the second and third tier cities. In the future, the market will move up to first-tier cities, down to the 4th or 5th line, and even to the rural market. In response to this feature, brands need to find a celebrity with high reputation. , so that no matter what class of consumers can quickly recognize after seeing his face.

Thirdly, for the main consumer groups of integrated stoves, most of them are considering buying homes for decoration after 85, 90, but there are also a lot of users who improve their living conditions and upgrade them. This requires that brands should not only choose the spokesperson but also have a choice. Facing the future, we should move closer to the younger groups, and we must also take into account the current situation and consider the acceptance of 60, 70 generations of consumers.

Another thing that should not be overlooked is that although the gold content and quantity of brand endorsements are an important transcript for testing star popularity and business value, for integrated kitchen products, if the selected star is already relatively young, With many endorsements, the value of this star will naturally be diluted by a certain amount, and it will be difficult for users to connect the star with the integrated stove in a short time.

Why is it Donnie Yen?

It is not difficult to find that if you consider from the above perspectives, the choice of Donnie Yen in the kitchen ancestral hall is a brand endorsement behavior that is highly consistent and can effectively touch the main consumer market.

According to reports, when choosing a brand spokesperson, the kitchen hall was considered with great care. Before that, Zhu Yawen was also thought of as a young star with both strength and idol, and was in a rising period, but considering that the kitchen hall was to be integrated in the kitchen. The industry has emphasized this differential selling point of motor specialty, and finally selected Yenzi Dan.

'In our opinion, Donnie Yen's vertical and horizontal performance circle for more than 20 years has left behind countless impressive screen images. Following Jackie Chan's recognition of Kung Fu's brother after Jet Li, it is natural that influence will not be described. Currently, "Ip Man 4" starring Donnie Yen was officially filmed. This made him still maintain sufficient exposure and topicality. In addition, the brands such as the Bull Sockets and the Super Battery brand have both received good responses. Therefore, we are consistent. He believes that Yenzi Dan is most consistent with the kitchen's “integrated cooking power” position. 'He Deli further introduced the road to the Aiken Power Grid.

More importantly, during the contact with Yenzi Dan's team, Donnie Yen also greatly admired the focus and dedication of the kitchen hall in the area of ​​integrated ovens. It is a great honor to be able to serve as an advocate for the kitchen stove integrated stove image. Donnie Yen said that the kitchen eliminates fumes Safety deserves more attention from people. It is incumbent on the promotion of the safety of the kitchen in addition to fumes from the kitchen.

Of course, signing Donnie Yen's endorsement is still just a starting point, but it has fully demonstrated the determination of the kitchen hall to become bigger and stronger in the integrated kitchen area. 'Yang Zidan represents the highest level of the current kung fu star, so the kitchen ancestral is to be the best The strength of the integrated stove brand. 'He Dehui confidently said. Next, the kitchen hall will be around this spokesperson to do what kind of upgrades and breakthroughs, we will also wait and see.