text / Golden Wrong Knife Channel
Before, Yifan Wu lost half of his sponsors in 72 hours, and Zhang Zhehan lost 27 endorsements in 4 hours.
The entertainment star rolls over, the most unlucky thing is the brand behind it.
The "photographing at the Yasukuni Shrine" by the artist Zhang Zhehan, who made a lot of noise on the Internet, finally came to an end.
The persons involved took photos at Nogi Shrine and Yasukuni Shrine. Following the announcement on the website of the Central Commission for Discipline Inspection, the State Broadcasting and Television Think Tank issued a statement of "This privileged abnormal ecology in the entertainment industry should be completely eradicated" .
After a series of announcements were issued, the artist Zhang Zhehan's acting career came to an end. At present, all his social accounts on the entire network show logout and closure.
At the same time, the 27 brands implicated also responded quickly.
With the show " Mountain and River Order ", Zhang Zhehan has become the top of the entertainment industry from a small transparent.
on the right is Zhang Zhehan
In May of this year, tickets for a concert with the theme of "Mountain and River" were grabbed by 600,000 people online and sold out in 14 seconds! A ticket was fired to 17,000 by scalpers! The follow-up endorsements of
were softened, and the announcement schedule was too late.
Who would have expected that after 6 months of the explosion, the collapse took only 5 hours, and all 27 endorsements were terminated.
once echoed the appeal of the traffic, and with a banned order, it is completely cool. Similarly, it also reminds the brands that the traffic is easy to use, but it is also a thundering point.
z120121z climbed up to the star Gaozhi Wechat also cut leeks From Wu Yifan to Zheng Shuang, and now to Zhang Zhehan, traffic artists have repeatedly overturned, but it reflects an interesting phenomenon.
That is: regardless of the celebrity rollover, the brand has never given up on the pursuit of traffic.
After all, compared with the uncertainty of traffic, the most important commercial value is to grasp the dividends that can be brought in front of you.
1, micro-businesses catch up with "sister", sales doubled
Last year, after the variety show of " rides the wind and waves " became popular, in just two days, there were more than 10 topics on the Weibo hot search list.
caught fire at the same time, as well as the little-known " Fan Mi Lin " in the show. Although
is a micro-business enterprise, the price is close to the big names. A box of noble woman cream is divided into two specifications, 8g is priced at 290 yuan, 40g is 1200 yuan. The price of
is so high, it is necessary to back up.
is a cosmetics company headquartered in Guangzhou. Since its establishment five years ago, has not hesitated to make an exclusive naming and invited many celebrities to endorse it.
invited Yi Nengjing as the chief experience officer and Zhang Xinyu as the brand ambassador. Before that, Huang Shengyi and had also endorsed the brand's cosmetics.
Since Van Milin has caught up with all the "sisters", she has also ushered in her own bright moments. Before the broadcast of
, the monthly average sales was about 3,000 pieces. After the broadcast of "Lang Jie", the brand distributor of Fan Milin on Taobao sold more than 20,000 pieces per month.
In fact, it is no secret that micro-businesses can catch the traffic express.
The former one-leaf mask was exclusively titled " This is Hip-hop " with 150 million yuan, coupled with the endorsement of celebrities in the circle, during the broadcast period, the monthly sales volume of a facial mask promoted by the show reached 50,000, and The sales of other products of the same brand are only 1,000 to 4,000.
Of course, there are more than micro-businesses who are interested in the popularity of celebrities.
2, sold 2 million in one afternoon, let alone fans have no money
Once upon a time, the health hall official announced that Cai Xukun as the spokesperson, its monthly sales of facial masks exceeded 10,000+, 25 days sales exceeded 10 million, in one afternoon Sold 2 million.
A 10-minute live broadcast, within 1 second, the Tmall flagship store has achieved sales of 500,000 yuan.
Under Cai Xukun's drainage, many post-90s and even post-95s began to learn about the brand story of Yangshengtang.
This is not an isolated case. Yiyan Qianxi , who was previously hired by Givenchy as the makeup spokesperson for China, has won 8 endorsements, of which Adidas neo limited series has sold more than 1.2 million in 15 minutes, and these As endorsements, the brands have adopted a model of customized limited editions, which will accelerate the purchasing power of fans and the pursuit of idols.
Brother Dao remembers most clearly, some time ago Xiao Zhan endorsed a certain brand of watches, his fans posted two watches online, and this watch cost a total of 650,000.
Therefore, the brands know very well how strong the gold attracting power is when they choose celebrity endorsements.
And water can carry a boat and it can also overturn it. The collapse of the artist is just as violent.
z120121z The star rollover speed is as fierce as the traffic.
For the people who eat melons, but it is the daily operation of the entertainment circle, but from a commercial point of view, the celebrity accident has a direct impact on the brand.
1. The scum man is set to be hammered. Fans bluntly say not to eat a certain endorsement brand
. In April last year, Show Luo was exposed as "private life chaos", and the personality collapsed.
For a time, Luo Zhixiang became a scumbag that everyone on the Internet called, and netizens passed this anger on the brand.
At that time, Luo Zhixiang, the official of the yogurt brand of Mengniu , declared Luo Zhixiang as the spokesperson, less than 24 hours later.
There was a voice on the Internet saying that he refused to drink Chunzhen, forcing Mengniu to withdraw all relevant information urgently, and Luo Zhixiang once became "the shortest spokesperson in history."
later announced in March last year that the impact of this series of black swan incidents was assessed as “it is difficult for the company to quantify its impact on the group in the first half of 2020”.
and another Zheng Shuang, who also overturned because of moral issues, also used his own efforts to lower the stock price of Prada.
Earlier, sports star Lin Dan , also because of the derailment incident, let the luxury brand Montblanc finally grow the Chinese market back to its original shape.
2, the position is not firm, the brand was caught off guard
Because of his personal position, Hong Kong singer He Yunshi gave the brand Lancome a hard blow. Originally, the brand wanted to organize a concert for the star to promote the Hong Kong market.
Unexpectedly, because of He Yunshi’s unsuccessful political speech, resulting in heavy losses of Lancome , and implicated L’Oreal Group lost 18.5 billion yuan.
Not long ago, the small S, who is known for his upright character, was also terminated by a series of brands for political reasons.
includes Qingyang who has been cooperating for 13 years.
In particular, artists are in a personal crisis, and their subsequent endorsements will have big problems.
3, take ignorance and naivety, brand side innocent lie gun
star personality, I am afraid it is the most unreliable thing.
Zhai Tianlin , who was once blown up as a tyrant, was stripped of his skin by netizens because he "doesn't understand what Knownet is." Follow-up endorsements are all the way down.
Another colleague with Zhuo , is even more "self-exposed werewolf", bluntly said that he had operated in the dark before being admitted to the current university.
mouth is refreshing for a while, but the staff in the later stage are suffering.
Because of the variety show that Tongzhuo participated in, these editors have to do a lot of work to deal with.
For the brand owners, have they really learned a lesson in the face of these wrong artists? It seemed to Brother Dao that it was not enough.
z120122zTraffic artists are not a life-saving straw
can only temporarily quench their thirst
In the past, it was not easy to win a luxury endorsement. Not only must there be good looks, but also works and international influence.
In 2009, Zhang Ziyi became the first Chinese spokesperson for Armani . The title of "International Chapter" was extremely popular at that time.
In 2012, Louis Vuitton selected Fan Bingbing as its Chinese brand ambassador. At that time, Fan Bingbing had a good reputation in the market with " Guanyin Mountain ".
Until October 2016, after Burberry announced the new artist Wu Yifan as its brand new spokesperson, sales soared. In the first quarter of 2017, the group's Asia-Pacific region grew by 16%. The growth channels are mainly attributed to the promotion of Chinese social media.
This allows luxury goods to see the ability of flow artists to carry goods.
coupled with the rise of talent shows and fans' mentality of “pay for him if you love him” has also made brands turn their attention to traffic stars with huge fan bases.
But the problem is coming. It is understandable for the brand to find a spokesperson to increase its popularity, but it gradually fell into a strange circle.
thatIt's that the product hasn't reached the extreme, and it starts to rely on the spokesperson to realize it. A typical example of
is the once national drink Tenwo Honey Grapefruit Tea. Readers may not know, Tenwow International is also known as the "star harvester".
has used Jacky Cheung , Li Yuchun, Huang Xiaoming, Zhou Dongyu, Wu Xiubo , Li Minho and other celebrities to endorse different products in three years.
However, after the product research and development, after the launch of honey grapefruit tea , Tenwow International did not launch a new successful product.
It is a pity to know that Tenwo once had sales of 5 billion yuan in 2015, and it has been soaring all the way, but it has fallen to this end. It is really regrettable.
Compared with the rough selection of gathering stars, there is another category that belongs to the brand that is completely unconcerned.
mentioned such a thing in the report of Yiou.com. A cosmetics boss who had looked for Liu Tao as an endorsement once revealed that he didn't know her when he was looking for her endorsement. He just felt that the name was familiar. With some introductions from the management around her on her image positioning, the endorsement was finalized.
"The eight-digit endorsement, she finished filming in one day."
Previously, "Entertainment Capital" wrote a detail in an outdoor advertising survey in small towns in the 18th line. Cai Xukun, who became the spokesperson of VIVO X23, and Not well known by many residents who buy mobile phones, people always ask "Which celebrity is this?" when they enter the store to buy machines Sense of responsibility.
For example, the milk tea shop endorsed by Ma Yili some time ago involved crimes and fraud gangs running away with money, leading to the loss of investors’ money.
Although the apology letter was sent in a timely manner, netizens did not buy it. The reason is that celebrities choose to endorse, which is too sloppy. The rollover case of
celebrity endorsements has gone from consumer projects to financial management in the past two years.
, especially those apps that explode, are often investors wanting to cry without tears, and hundreds of thousands of them are in trouble.
Originally the cooperation between the brand and the spokesperson, the ideal state should be a win-win situation, but in the end it became a loss for both, it should not be.
Conclusion:
has a good saying, the product is 1, the marketing is 0.
lay a good foundation for the products to be able to do well in your own water, the endorsement of the flow artist can only be regarded as the icing on the cake.
There is no need to deliberately pursue the ability to carry goods. You must know that any gift given to you by fate has already marked the price in secret.
Let’s take a look at our old godmothers of domestic products. We never ask for spokespersons. We make our own products down-to-earth and practical, allowing consumers to pay for the quality of the products. It is also because of this that we have been able to stand in the market for so many years.
Now that the star rolls over, the brand has also stepped up and issued a statement to terminate the cooperation.
wants to say that we have already made a wave of spokesperson dividends in the early stage, so don't get cheap and sell well. Since
takes the risk to choose the flow, it is necessary to bear the consequences of the flow backlash.
