How long can celebrity endorsements become popular?

on November 15, Guo Jingjing signed a high-profile contract with Zhongyu Group, becoming another sports star in the endorsement army of the home industry. After many food, medicine, health products and other frequent quality complaints, the home industry does not seem to flinch because of the negative impact of star endorsements. Under the huge temptation of the economic benefits brought by & ldquo; endorsement marketing & rdquo;, home enterprises go further and further on the road of endorsement.

< strong > Home enterprises borrow & ldquo; star endorsement & rdquo; successfully ascends < / strong >

on November 15, 2009, Guo Jingjing signed a high-profile contract with Zhongyu Sanitary Ware and became the iconic spokesman of Zhongyu holding hands. A bathroom brand that has not been so popular for 30 years has become a hot keyword in all major networks and newspapers overnight. With the help of many titles of Guo Jingjing Olympic champion and sports star, another household enterprise has successfully copied the marketing law of star endorsement once again, and the ldquo; endorsement marketing & rdquo; law of the home industry has been tried and tested all the time.

In addition, Hengjie Sanitary Ware entered CCTV and invited Pu Cunxin as a spokesman; Huida Sanitary Ware signed a high-profile contract with Sun Li to successfully build a star brand; Dengjie spoke for Jiumu Sanitary Ware, Chen Huilin for TOTO, Chen Daoming for the natural floor, and Jiang Wenli for European cabinets. Many household enterprises have successfully ascended to the top by celebrity endorsements, and household brands hold hands and become popular stars.

& the eyeball effect and economic benefits brought by ldquo; star endorsements make many household enterprises scramble for profits & rdquo;. Liu Jianhao, marketing director of Hengjie Sanitary Ware, analyzed that brand endorsements, or star endorsements, have been very common in contemporary marketing, especially in the Chinese market, and occupy an indispensable position.

< strong > is the star holding hands with a lot of money in household industry worth it? < / strong >

so, is the endorsement fee of seven or eight figures and tens of millions of advertising fees worth it?

recently, with the announcement of the high-profile bidding results of CCTV advertising in 2010, the domestic cabinet giant Oupai Group successfully competed for a 7.5-second prime-time advertisement after a set of CCTV "News broadcast" with tens of millions of yuan. Jiang Wenli's European ads will meet with consumers more frequently in 2010. Yao Liangsong, chairman of Oupai Group, revealed in an interview with reporters that Oupai not only persisted in promoting star endorsements in 2009, but also further improved the means of brand communication in the following 2010. In 2010, Europe Group will invest 200 million yuan in brand promotion and brand communication, so as to further consolidate and improve its market competitiveness.

and some household enterprises say that inviting celebrity endorsements is not an one-size-fits-all profit, but also from their own needs. Chen Jinlin, chairman of Minlong Ceramic headquarters Base, and Wu Lu, general manager of Wrigley Sanitary Ware in Beijing, said in an interview with SouFun that they have no plans to invite celebrities to endorse them, much less do they want to spend money on CCTV advertisements. In the coming year, they will focus on accurately locating the user base.

although some people are constantly questioning the star endorsement-ldquo; performance-price ratio & rdquo;, and some consumers put forward high endorsement fees will certainly increase the product price, but from the household enterprises' relentless endorsement frequency and high endorsement fees, the huge brand effect brought by star endorsements is still obvious.

take the star endorsement advertising input of European School and Hengjie Sanitary Ware as an example, with the celebrity effect of Jiang Wenli and Pu Cunxin, coupled with the indiscriminate bombing of European School and Hengjie in CCTV & ldquo; & rdquo;-like advertising investment, Hengjie has successfully become a first-tier brand in the bathroom industry, and the European School has shown the potential to maintain the first place in the industry. Industry insiders said that affected by the financial crisis in 2009, many enterprises did not dare to invest heavily in advertising, but some powerful household enterprises did the opposite, stepping up brand publicity against the trend, and the publicity effect was naturally twice the result with half the effort, which greatly enhanced the confidence of dealers and market popularity and reputation.

< strong > 90% of consumers endorse stars & ldquo; doesn't matter & rdquo; < / strong >

in a recent survey of netizens by SouFun, 90% of netizens said they had a mediocre attitude towards celebrity endorsements. Ldquo; doesn't matter & whether the household products purchased by rdquo; are endorsed by stars. More netizens said that home enterprises to invite star endorsements is mainly a way to play with the eyeball effect, the practical significance is not great, or some of it is a waste of people and money. But consumers also say that the fact that household enterprises have become popular rapidly by virtue of star effect is beyond reproach.

in the survey, 71% of consumers think that home stores like to use celebrity endorsements most, and 51% of consumers think that home appliances and furniture are considered to be the industries most frequently endorsed. In the survey & ldquo;, do you think celebrity endorsements are risky to corporate brand promotion & rdquo;, 40% of consumers said that celebrity endorsements are very common, while the other 30% of consumers said that celebrity endorsements have become a hot topic, home enterprises should be careful to use celebrity endorsements.

Similarly, people in the industry are debating whether to use celebrity endorsements or not. Han Feng, director of marketing of Piano Ambry, believes that most of the household enterprises that invite stars to endorse do not achieve the desired results, and lose money and time, which is not worth it. While some other household enterprises said that the celebrity endorsement should also be determined according to the different circumstances of the enterprise and the brand, and find a spokesman who is suitable for them in order to achieve twice the result with half the effort.