Celebrity spokesperson of down jacket companies: Only choose the right ones, not the expensive ones

The heavy snow this winter has made the down jacket business popular. According to statistics from a shopping mall in Nanjing, the sales of down jackets in two days are 10 times that of the seven days of the previous week. Many merchants have not had time to supply all their new products this year. The new down jackets were once out of stock. Even the backlog of old models last year was almost sold out by customers. A fierce battle for down jackets began. Nowadays, there are many types of down jacket brands, and many merchants are chasing after each other. In order to strengthen consumers 'impression of their brands and pursue fashion, beautiful stars have been invited to endorse them.

According to incomplete statistics, there are currently nearly 100 down jacket companies in China that specialize in celebrity fashion brands. For example, Bingjie regards youth, fashion, vitality and affinity as its brand positioning. It is warm and breathable, and thin and stylish. It has invited South Korean actress Jang Nara as its image spokesperson for many years in a row; Yalu uses breathing down jackets as its advertising slogan, inviting Zhao Wei and Chen Kun as spokespersons, with the core positioning being fashion and leisure; Duck uses it as its advertising slogan, everyone loves ducks and ducks, and its style positioning is that it is fashion; Alai uses lightness as a selling point and invites couples Xia Yu and Yuan Quan as spokespersons. The core positioning is that major brands such as leisure, fashion and nature are eager to sell fashion, and the stars are also on the scene.

It has to be said that brand spokespersons, in conjunction with the implementation of brand strategies and image communication, have become a magic weapon for modern companies to win in business wars. High-profile big-name stars may play a role in fueling the flames of the brand, but they are often as high as seven digits. The endorsement fee makes some brands that do not have sufficient funds retreat. Celebrity endorsements, if chosen correctly, can add color to the brand, but they cannot be used as a lifeline for brand development. For companies, the ultimate goal of adopting spokespersons is first to let consumers call the product name, and secondly to be deeply impressed by the advertising. Therefore, when planning endorsement activities, you should remember that it is better to choose the most suitable person than to choose the most famous person, because the product is the ultimate protagonist.