Recently, the home brand celebrity endorsements have surged, Fan Bingbing, Jiang Wenli, Lang Lang, Huang Xiaoming, Zhang Xueyou, Yang Yu, Shu Qi, Zhou Xun, Jin Xishan, You Yong... have been involved in the home industry, becoming wardrobes, cabinets, ceilings, bathrooms, sofas, etc. The spokesperson of the category brand, and many companies do not hesitate to spend huge sums of money to invite celebrity endorsements, in addition to expecting the star effect to bring the public's attention to the brand, but also hope that the star will greatly enhance the brand's reputation.
Endorsement surge stars gather in the home industry
9 years ago, the European cabinet chose Jiang Wenli as the brand spokesperson. With the slogan “There is a family with love and European styleâ€, Europa cabinets also became the first cabinet brand in China and became a successful example of star brand development. A year ago, after years of accumulation, the left and right sofas succeeded in holding hands with Yang Lan, and they created a "happy not far, just around the right", and integrated the understanding of happiness into a business philosophy of the company, which became a good story in the industry and became a A buzzword of the population. At the beginning of the year, Wrigley officially held the piano master Lang Lang to jointly explain the pure beauty and romance of life. The Wrigley Night, held in Zhengzhou in August, was a great success for the Lang Lang Piano Recital. It also used elegant music to show the Wrigley image in front of the public and achieved unprecedented sensation.
At the same time, the old-fashioned home brand, Dinggu, also successfully signed the international first-line superstar Fan Bingbing as its image spokesperson. Zou Wensheng, the director of the top brand of the company, said: “To choose a brand spokesperson, you must first choose a star with a good public image and high attention. What is important is that the spokesperson's personality and brand image should be highly compatible. The selection of Fan Bingbing as a brand endorsement will inevitably bring new brand height and market recognition to Dinggu's development."
At the end of August, the local enterprise Yilibao cabinets were unconventional, and invited the famous movie star You Yong as their spokesperson. They formed a sensation in the Zhongyuan home furnishing industry. In the same 10,000-year factory event held concurrently with the endorsement signing ceremony, nearly 500 successful signings were signed. Create a brand miracle.
The celebrity endorsement of the home industry, Huang Xiaoming on the ceiling, Sophia invited Shu Qi, Shangpin home with Zhou Xun, Mei Tushi invited Jiang Wenli, Gu Jia home invited Zhang Xueyou, Han Li cabinet invited Jin Xishan, Ou Kailong invited Red Star Macalline invited the big and small S... A gathering of stars has become more and more intense in the home industry.
Creating a brand star effect cannot be ignored
For the success of Wrigley Night Lang Lang Zhengzhou Piano Concert, Zhao Peijie, the chairman of Zhengzhou agent Henan Lehuajuju Building Materials Co., Ltd., said that the event can be seen that Lang Lang’s professional music, noble elegance and music Passionate passion, and Wrigley's high-end humanistic bathroom concept and the pursuit of improving the quality of people's bathroom life complement each other. Through the cooperation between star and star companies, it has played a positive role in promoting the promotion of corporate brands and the expansion of influence. Stars mean brand positioning, which means that companies are making efforts to create brands.
The ceiling on the top is the ceiling brand that has risen in recent years. In March of this year, it was successfully signed with the famous movie star Huang Xiaoming. Zhengzhou dealer Zhou Honggang said that Huang Xiaoming was chosen as the top brand image spokesperson. Through the existing popularity and influence of Huang Xiaoming, the image of “the first brand of integrated ceiling†was implanted into the hearts of consumers, giving consumers a choice. The confidence of the brand ceiling. Through Huang Xiaoming's artistic style and fashion characteristics, consumers' awareness and goodwill on the top products are enhanced, and it is easy to achieve the purpose of consumers to purchase the top brand products. Faced with the fact that there are many brands in the integrated ceiling industry, mixed products, large price differences and fierce competition, choose a brand spokesperson to play an important role. Through influential brand spokespersons, we can continuously enhance brand awareness, strengthen terminal competitive advantage and convey brand strength. Enhance consumer confidence in buying. In the process of publicity and promotion of the terminal, there is also a unified and standardized carrier, which facilitates the identification and memory of the brand and increases the efficiency of brand promotion.
Meng Fuqing, chairman of Henan Dinggu Building Materials Co., Ltd., also believes that in recent years, many brands in the building materials and home furnishing industry have invited celebrity endorsements to have certain influence on consumers. This year, the company invited international superstar Fan Bingbing to join in the market downturn. To a certain extent, it has played a powerful role in promoting the image of the international model of the home furnishing brand. It also injected a strong shot into the distributors of the top national, and let consumers see the trend of top development.
Yi Mengbao Chairman Yao Menghai is concise about the purpose of choosing a star as a brand spokesperson: For Yilibao, endorsement is a symbol, reflecting the mainstream brand.
Promotion and promotion of huge investment is just the beginning
Signing Fan Bingbing as the spokesperson of the top solid wardrobe brand image is undoubtedly an opportunity for the top solid to seek another leap. With Fan Bingbing's international influence and positive and positive image, the top expectations can be used to consolidate and enhance the company's advantages in the industry and enhance The brand's popularity and reputation in the minds of consumers. The signing of international superstar Fan Bingbing marks that the strategic layout of the development of Dinggu's big home brand has basically taken shape. Mr. Zou Wensheng, the director of the brand management center of Dinggu, has released the media plan for the top 100 million yuan. In 2014, Dinggu will integrate media to develop a three-dimensional plan, and integrate media, TV, newspapers, radio, outdoor, internet, magazines and other media formats. The amount of investment will reach 100 million yuan, multi-channel and large-scale, in order to The country will achieve dissemination coverage and enhance the influence of the top brand.
Choosing a brand spokesperson is just the beginning of upgrading the brand. Yao Menghai said that after choosing the spokesperson, it must also be promoted. This cost can reach 5 to 10 times the cost of the endorsement. At present, Yilibao has already seen the initial effect of celebrity endorsements, but the final success depends on two points, one is the final trend of the enterprise; the other is how to promote the star effect. There are too many brands that don't understand propaganda, spend money to ask stars but don't pay attention to promotion. Yao Menghai emphasized that while relying on the star effect, enterprises must also cultivate their internal strengths. After all, consumers ultimately value products, and stars can only play a guiding role.
Different measures at different stages
Although more and more home brands have entered the army that spends huge sums of money to invite celebrity endorsements, some brands have been insisting on self-development. For example, Mousse Bedding has been using the image of a foreign old man to lead the brand out of the country and to the world; The image of an elephant on the iconic floor has long been popular. So, which form is more conducive to brand development? Li Hui, general manager of Mengtianmumen Henan Branch, believes that the brand should be gradually built from the popularity-famous-loyalty-brand association, and the celebrity endorsement is to enhance the brand awareness. Method, but the choice of celebrity endorsements must first consider whether to match your company culture. In fact, the risk of celebrity endorsement is also very large, such as the emergence of pornographic doors, drug abuse doors, etc. during the endorsement of some stars, will seriously hurt the brand. Therefore, brands should carefully choose stars. Of course, if the brand believes that the popularity is no longer a problem, naturally, there is no need to ask.
The article is edited by http://nantong.gojiaju.com/Nantong Home Network.
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