One-time sales are not a long-term solution. Celebrity endorsements are becoming "employee executives"

Since the release of the new "Advertising Law" in September last year, it has become a common practice for star franchising companies to become various CXOs. According to reporter statistics, no less than 10 stars have become employees of Internet companies. From the original "endorsement model" to the current "employee executive model", it is a change.

more and more celebrity employees in Internet companies. On July 12, the two companies exposed the joining of stars respectively. One was that Jay Chou joined Tuniu Company and became the chief travel planner CPO; the other was that "Andy" Liu Tao from "Ode to Joy" joined Ping An Good Doctor and became chief Health Officer CHO.

Since the release of the new "Advertising Law" in September last year, it has become a common practice for star franchising companies to become various CXOs. According to reporter statistics, no less than 10 stars have become employees of Internet companies. From the original "endorsement model" to the current "employee executive model", it is a change.

Entertainment of corporate management

In this wave of stars joining Internet companies, the main name last year was product manager, including Deng Chao joining Sichuan Changhong and Angelababy joining Yang Terminal. This is the position.

This year, the "Chief Experience Officer" CEO is even fresher, with the letter E representing English Experience. For example, South Korean singer Wong Zhilie joined Yunifang in April this year as CEO of Chief Experience Officer.

Due to the prosperity of the film and television cultural industry, a large number of "chief content officers" CCOs have also emerged. Bi He Jiong joined Ali Music, which is this position; Li Xiang joined Qihoo 360, and is also the vice president and chief content officer, in charge of film, television and content.

In addition, in September last year, Angelaby became the chief fashion officer CFO of Meili's Haitao brand HIGO. In January this year, Huang Xiaoming became the chief quality control officer of the luxury goods sales platform "Bi Shi".

The entry of stars into the game makes the originally serious name of company management seem entertaining.

Or

the phenomenon of large-scale recruitment of stars in Internet companies by the new Advertising Law. To be precise, it was after September 2015, and this time point coincided with the implementation of the new Advertising Law.

According to the provisions of last year's new "Advertising Law": as long as a celebrity endorses false advertisements, he will be jointly and severally liable. The industrial and commercial department can confiscate his illegal income in accordance with the new "Advertising Law" and impose a fine of not less than twice the illegal income.

At that time, the director of the Advertising Department of the State Administration for Industry and Commerce reminded celebrities to be cautious in advertising endorsements and not to endorse unused goods or services they had not accepted. Once they endorse false advertisements, in addition to fines, they may also be banned and no longer be allowed to endorse advertisements for three years.

The new regulations of the Advertising Law are a tight curse for celebrities, especially those who make money by endorsements. It is precisely because of this that changing from the "endorsement model" to the "employee executive model" has become a new posture for celebrities, which is equivalent to curving around the provisions of the new advertising law. The effect is similar to endorsement, and the income is not large. Previously, it was reported that host Li Xiang joined Qihoo 360 with a salary of 10 million yuan + shares.

Take a closer look at this wave of celebrity recruitment. Although most celebrities simply join and receive a salary of tens of millions of yuan, there is still another way, which is to invest in shares.

When Liu Tao joined Ping An Good Doctor on July 12 this year, he served as chief health officer CHO. This is not the whole of the cooperation. What is important is that Liu Tao became a shareholder of Ping An Good Doctor and held a small number of shares.

Investing in some emerging companies is becoming a way for many stars to continue to develop. Prior to this, in May last year, when independent overseas shopping platform Yang Terminal and Angelabay announced their cooperation, Angelababy's new status was not only a product manager, but also an investor. She established venture capital fund ABCapital to participate in Yang Terminal's Series B financing.

The rise of this wave of investment starts with Huayi Brothers. A group of stars such as Huang Xiaoming, Ren Quan, and Li Bingbing have doubled their value by investing in Huayi Brothers. In recent years, a large number of stars have intervened in the investment field, and Zhao Wei has extended her investment reach to Hong Kong, as well as wine and other industries; in LeSports 'Series B financing, more than 10 stars including Sun Honglei, Liu Tao, Chen Kun, Zhou Xun, and Jia Nailiang have become individual investors. These living cases have triggered stars 'neurosensitivity to capital.

For most stars, one-time endorsement trading is no longer a good business model. Only when capital with equity is substituted into the model is a long-term solution.

Editor: yvette