The red and black behind celebrity endorsements

has created batch after batch of traffic "idols".

When looking for spokespersons, brands especially prefer to cooperate with "traffic stars" in the entertainment industry.

For the brand side, cooperating with celebrities can quickly increase the brand influence in a short period of time, so they are willing to spend a lot of high endorsement fees.

has developed so far, but if a brand with a bit of strength does not ask for a celebrity endorsement, it will seem like it is out of date.

However, in recent years, the brand side has been exhausted because of the frequent collapse of the star, and it is normal to be busy canceling contracts and making statements. The more top-notch

is, the more lethal the house will be if it collapses.

's choice of spokesperson is like a gamble. After " collapses ", there is no winner.

stars frequently collapse their houses, and the brand side follows Zhongjian

can clearly feel that the supervision and rectification efforts of the relevant departments in the entertainment industry are gradually tightening the "tightening curse".

In recent years, due to tax evasion and indiscipline in private life, many celebrities have been planted one after another.

After Fan Bingbing , Zheng Shuang, Luo Zhixiang , Wang Leehom , Wu Yifan, Zhang Zhehan and other celebrities collapsed, the myth of entertainment celebrity endorsement may begin to cool down.

And recently, in September, the entertainment industry exploded Li Yifeng was administratively detained by because of the "prostitution incident", which once again gave a calming agent to brands who are keen to find celebrity endorsements.

In my country, relevant departments have clearly stipulated that "administrative punishment decisions with certain social impact shall be made public in accordance with the law".

After the incident of Li Yifeng, a series of "labor pains" followed under the "real hammer" of the police's public notification.

was not only removed from the CCTV Mid-Autumn Festival Gala, but also deleted relevant information by the Supreme People's Procuratorate, Golden Eagle Award and Huading Award official Weibo .

The reports and criticisms of various mainstream media are flying all over the sky. Over 300,000 fans have been lost overnight, and many years of loyal fans have turned from fans to black.

collapsed in an instant with the perfect image it had built over the years, and with it, the capital "business empire" behind it "collapsed". The bad image of

will inevitably lead to the elimination of commercial value overnight, and many cooperative brands have terminated their contracts with it.

The brand matrix endorsed by Li Yifeng at the time of the incident includes more than a dozen major brands such as Prada, Real Fruit Granules , Luk Fook Jewelry , L'Oreal Paris , Kyoto Nianci Temple, HONMA Golf and so on.

In order to maintain the brand image, after the incident of Li Yifeng, the brands quickly "blocked" Li Yifeng and terminated all cooperative relations! After

terminates the contracts one by one, Li Yifeng may still face collective claims from the brands. Many TV stations

also urgently removed Li Yifeng's advertisements, and video platforms such as Mango TV also removed Li Yifeng's related film and television works.

Li Yifeng's movie to be broadcast will also be affected. It is reported that the business map behind it is associated with a total of 7 companies. This time it is destined to suffer heavy losses. According to

, ​​the capital bureau and all parties involved in this incident will lose over 100 million yuan.

Over the years, the entertainment capital side has been enjoying the "star making technique" one after another, and the co-branding side has made a lot of money together, and now it is finally starting to be countered. Is

worth it?

The days of the starsHow expensive is the endorsement fee? This must be beyond the reach of ordinary people who have worked hard for a lifetime.

Many celebrities can easily make a few endorsements, and their income can even exceed some scientific researchers who have made greater contributions to society.

It is reported that the endorsement fee of Li Yifeng, who is among the most popular, is about 10 million to 15 million per two years. Therefore, according to the current dozens of endorsements, it can be speculated that Li Yifeng's endorsement fee involved in the incident easily exceeded 100 million.

Maybe everyone will wonder, are these traffic niches really worth the brand spending so much advertising dollars to cooperate? Behind

, we must talk about the business community formed by brands, fans, and star capital. The reason why

brands are willing to spend huge amounts of endorsement fees is undoubtedly to increase the exposure of the brand through the appeal of star IP, thereby driving the conversion rate and increasing sales.

I have to talk about the fan economy and fan circle culture. The early fan economy was relatively pure and rational. It mainly consumed idols' works by chasing stars, such as buying postcards , records, CDs, concert tickets, etc. .

However, with the development of the times, the entertainment industry and talent shows are popular in large numbers, and the star-making behavior under the control of these capitals is undoubtedly for the purpose of making huge profits.

In order to conform to the public's aesthetics, these traffic niches have been "packaged" excessively and even deified! At this time, the influence of stars will seriously interfere with the social and public order.

However, this high-risk, high-investment and high-return investment method is very popular among brands.

For most powerful companies, celebrity endorsement is to increase brand activity and make quick money.

In July this year, Saint Laurent announced that Xiao Zhan became the spokesperson only 3 hours after its endorsement products sold 50 million online directly. In less than two days, endorsement products in some offline shopping malls were directly sold out.

star artists have a strong appeal, especially for the young fans of the post-90s and post-00s, the products endorsed by their "idol" will undoubtedly be more favored and go to spend to pay.

Whenever there is a new cooperative brand, star artists will also conduct "official announcements" through their own Weibo, Douyin, and other platforms. These online platforms undoubtedly increase the continued popularity of the brand again.

In addition to the premise of increasing brand exposure, there are deeper differentiated needs behind each brand.

For new brands that want to become popular overnight, the key to finding traffic stars to cooperate is to quickly obtain "credit endorsements".

New brands often have not yet established a firm foothold in the market. In order to gain consumer recognition, it is necessary to invest in a large number of advertising channels. At this time,

invites influential celebrities to act as spokespersons and shoot advertisements, which will give customers one second more patience to stay and pay attention to new brands in the face of dazzling choices.

This undoubtedly captures the psychology of most consumers. Cooperation with popular stars and advertising in mainstream media all symbolize the financial strength of a brand. Consumers can easily imply this psychology on product quality.

In addition, some aging brands that need to transform their brands will also find young star artists to cooperate in order to refresh their positioning.

For example, some old-fashioned daily necessities, beverages, clothing and other high-frequency products, when the consumer groups continue to change, the past customers will gradually lose.

In order to make new young people buy it, these old brands have to be tied to the brand through the image of young idols.

In addition to the "simple and rude" purpose of new and old brands, there are also some brands that are destined to rely on advertising fees due to the influence of the nature of the industry.

For example, for luxury products, the gap between the cost and the selling price of such products is very large, and we can only emotionally link with consumers by telling brand stories.

invites top stars as brand spokespersons, which can undoubtedly enhance the brand's sense of luxury and force in the minds of consumers.

Therefore, mid-to-high-end products and luxury goods have the strongest demand for celebrity endorsements. Of course, it is also the most pitted because of the star's "collapsed house"!

Wu Yifan has endorsed Louis Vuitton , Lancome , Bulgari , Porsche , Wang Leehom has endorsed Infiniti and Zhou Dasheng , Li Yundi has endorsed Rolex , TOM FORD.

However, while celebrity endorsements bring high exposure and orders to brands, they are also accompanied by high risks.

I don't eat for fear of being hungry, and I'm afraid of choking after eating.

The high-priced endorsement is both a blessing and a curse for the brand side.

The brand side has been injured many times, but it still repeats the same mistakes

is the celebrity spokesperson with top traffic. Once someone overturns the car, the brand side will be hit harder.

Therefore, every time the "house collapse incident" occurs, the brand will "get away" as soon as possible, and if it runs a little slower, it will be besieged and abused by netizens.

Nowadays, information on the Internet spreads so fast. If the speed of crisis public relations cannot keep up, once the whole network spreads, the brand will be involved in a deeper whirlpool of public opinion, which will directly drive consumers' desire to buy.

However, the brands don't have a long memory and have been injured many times, but they still repeat the same mistakes.

Take luxury Prada as an example, it has become commonplace for spokespersons to overturn their cars.

must know that the brand only encountered a public relations crisis with Zheng Shuang as an endorsement last year, and this year it capsized again because of the Li Yifeng incident. Even after

announced the removal of Li Yifeng's endorsement, Prada's stock price plummeted all the way.

Those brands that have cooperated with a single star artist for many years are more deeply tied to the image of the star artist.

If the spokesperson "collapses", it will be a silent harm to the brand image for a long time. For example,

, ​​who has cooperated with Li Yifeng for 8 years, was the first to stand up and terminate the cooperation after the incident.

This is not the first time that the spokesperson of Mengniu has overturned. On April 22 last year, , the pure yogurt owned by Mengniu, officially announced Luo Zhixiang's endorsement cooperation.

did not expect that in less than 24 hours, Luo Zhixiang would be cast aside by the whole network because of "chaotic private life", and was also dubbed by netizens as the shortest spokesperson in history.

Mengniu today is under the offensive of , Yili, and new-generation brands, and the pressure of competition is not small.

In addition to announcing the termination of contracts with celebrities, deleting related news, and removing their endorsement advertisements, some brands also need to change product packaging and various materials.

For example, in the fast-moving consumer goods industry, once the star collapses, almost all the products with star image packaging that have been produced will be recycled or dealt with in large quantities at low prices, resulting in heavy losses. Everyone should reflect on

. Although top stars can stimulate consumers to make impulse purchases in a short period of time, the long-term lasting effectiveness of is not obvious and remains to be disputed. After

suffered repeated injuries, some brands began to gradually return to rationality, no longer superstitious about the magic of celebrity endorsements.

's over-reliance on celebrities

can we quit in the future?

In the future, in the matter of brand endorsement, will the brands have no way out?

's past to the starsExcessive dependence is the correct solution, you must quit, and look at the star effect rationally. The

brand side and the celebrity artist officially announced the endorsement cooperation, which is equivalent to being on the same boat. Once there is a thunderstorm on one side, the other side is bound to be dragged into the water.

Today, the entire entertainment industry is showing a little bit of weakness after "Operation Qingfeng". With the suspension of variety shows such as talent shows, the "star-making" ability of the entertainment industry has also been hit.

Therefore, the range of choices for brands has become relatively narrow, and the only top-notch star artists have soared in price, and they have multiple brands.

First of all, when choosing a celebrity spokesperson, moral factors should be the first, because this is a minefield that is generally unacceptable to the public.

Under the premise of morality, brands must also understand whether their product positioning is consistent with the temperament and popularity of star artists.

In addition to some unconventional brands, under normal circumstances, FMCG products with low unit prices are more inclined to cooperate with idol stars, while durable products with high unit prices are more inclined to find powerful artists.

The former is represented by daily chemicals and food and beverages, while the latter is represented by luxury cars.

Of course, behind this is not only the appearance of the price difference, but the underlying reason is that the audience that the brand faces is different.

In addition to rationally avoiding risks at the beginning of the selection of spokespersons, brands are also seeking innovation in cooperation methods and time.

In recent years, the epidemic situation and the economic downturn in the general environment. In order to reduce the risks brought by long-term endorsement cooperation, brands have also played various tricks in cooperation with celebrities, so there are "brand ambassadors", "brand friends", " Various short-term cooperation methods such as "Star Push Official" and "Series Spokesperson". In this way,

allows brands to try their best to control the risks brought by star collapse, and to achieve short-term node marketing with a more cost-effective budget.

Even, many brands simply gave up entertainment stars and began to look for spokespersons in other circles.

In recent years, the champion of sports circles has become a favorite among brands, and its image of uprightness and trust is more convincing to consumers.

According to incomplete statistics, before and after the Winter Olympics , Valley Ailing had more than 20 brand endorsements, including Estee Lauder , Vitality Forest , Cadillac , Three Trees, Tiffany and other big brands.

also has a milk powder track where consumers are very cautious. In the early years, he began to cooperate with sports stars infrequently. For example, Aitamei once cooperated with world tennis champion Li Na to endorse, gold collar invited gymnastics champion Liu Xuan and table tennis Grand Slam player Malone joint endorsement.

In addition, in the era of self-media, advertising channels are becoming more and more diversified. Wechat public accounts mainly focus on refined text, Xiaohongshu mainly uses pictures and texts, and Douyin presents visual impact videos. All of them gathered a group of "head KOLs". The more down-to-earth KOL opinion leaders like

are not inferior to celebrities in their ability to bring goods, and the essence of a company is to sell goods, which is very much in line with the needs of brands.

, especially professional bloggers in some sub-sectors, has accumulated a fan base that is very close to the brand's audience.

has been tested by celebrity entertainers in the entertainment industry for several times, but all kinds of data are not ideal, and the brand has to accept the gap between investment and return.

then turned around and directly allocated the large budget of celebrity endorsements to various new media distribution channels.

Of course, there are many brands who will play even more, directly by the boss or the heavyweights themselves.

Tesla has never cooperated with celebrity endorsements, of course, because Tesla has Musk.

and Gree Air Conditioner "Miss Dong" Dong Mingzhu , Huang Laowu Peanut Candy 's non-genetic successor Huang Laowu himself.

This method not only saves a lot of endorsement fees for enterprises, but also helps to personalize the brand, which is much more reliable than entertainment stars.

who have created their own virtual IPs to perfection, such as Mixue Ice City 's happy "Snow King", Three Squirrels 's cute "Three Squirrels", Jiangxiaobaijiu's "Golden Sentence King" Jiang Xiaobai ". These IP images of

are very versatile, not only in store display, product packaging, and e-commerce store design, but also through post-production videos and cute graphics to continuously output content. The

Snow King quickly came out of the circle with the exclusive BGM "Mixue Bingcheng Sweet Honey". The

virtual human endorsement has also become the focus of everyone's attention this year.

As early as May 2021, the high-value "metaverse girl" AYAYI became popular overnight in Xiaohongshu, and now it has reached cooperation with brands such as An Muxi, Natural Hall , Tiffany Tiffany, Bose and other brands.

Huaxizi Makeup's own national style virtual person "Huaxizi" is also amazing.

According to relevant statistics from Aiman, from January to May this year, the number of brands that officially announced that digital people are spokespersons has increased by 4 times compared with last year, and the future prospects are unlimited.

is a brand that uses animals as brand ambassadors. For example, All-Friends Home of the home track has adopted a panda for life since 2005 and named it "Youyou".

started to use the panda image in CCTV advertisements at an early stage, and applied it to various publicity channels, adding a lot of affinity to the brand.

did not rely on entertainment stars, and these brands still took brand endorsement to a new level.

and those brands whose cooperating spokespersons frequently collapse, maybe they should also reflect on their own vision and strategies. In addition to spending a lot of money on celebrity endorsements,

should focus more on building long-term brand awareness and improving product quality.

After all, traffic stars can only bring short-term value, don't rely too much on it!

As for those star artists whose virtues do not match, they earn many times more income than ordinary people, while ignoring the law and public morality, evading taxes, visiting prostitutes, and taking drugs behind their backs...

just wants to say, the " The collapsed house will collapse sooner or later, but it is a matter of time. All the gifts from

have been marked with prices in secret.

If you don't match your morals, you will suffer.