Late on the night of December 17, Wang Lihong's ex-wife Li Lianglei sent a long article saying that Wang Lihong had cheated and summoned prostitutes during her marriage, and that Li Lianglei had been humiliated and coldly violent by The Wang family. When I woke up, the old king with thick eyebrows and big eyes collapsed, and finally knew the reason why Wahaha pure water did not look for Wang Lihong's endorsement. From this point of view, the biggest winner of this wave is undoubtedly the young owner of "Wahaha" Zong Fuli.
In fact, Wahaha previously terminated the contract with Wang Lihong, who has been endorsing for 20 years, and was once spit in the brain by netizens, and now it seems that this decision should be extremely wise. So, how should we look at Wang Haha's choice of brand spokesperson, and what enlightenment does this event give us in terms of brand endorsement?
First of all, what makes me most lamented is that Infiniti's spokesperson has a short lifespan
I remember that a few years ago, Wahaha and Wang Lihong terminated their contract, and Zong Fuli was ridiculed by the whole network and sprayed on the whole network. Now I don't know how those people felt at the beginning, should they brush up on the long-term and prescient vision of the zongzong's general strategic vision? But Infiniti wasn't so lucky.
At 1:22 a.m. on December 18, Infiniti quickly announced the termination of cooperation with Wang Lihong, which is less than 35 hours after the official announcement that Wang Lihong has officially become its spokesperson, that is, less than 2 days.
So, I made up such a picture in my head, which was purely blind:
On Friday night, Infiniti brand department staff Ah Wei ended a week of work, do this line, busy but fulfilling, they just signed the high-quality idol Wang Lihong, in order to prepare for this conference, the whole team worked hard day and night for a long time, and finally on December 16, the conference ended successfully, the entire department in order to celebrate the successful signing of high-quality idols specially gathered for a meal, the leader of this signing said that they were very satisfied, drank very happy, everyone said it will be better.
Ah Wei returned home, drank red wine and ate steak with his girlfriend, told his girlfriend that Wang Lihong was worthy of being a high-quality idol and spoke very softly, and also showed his girlfriend Wang Lihong's exclusive video.
After Ah Wei and his girlfriend took a bath, they lay on the bed and prepared to brush Weibo to sleep, brushing and seeing Li Lianglei's Weibo, the work group instantly made a crackling sound, begging Ah Wei's psychological shadow...
Second, as a middle-aged man who grew up drinking Wahaha mineral water, I never expected Wang Lihong to be such a person
The live broadcast is dismal, and this is not the first time that Wang Lihong's "commercial value" has been questioned. Over the years, the most indignant thing for fans is probably Wang Lihong, who has been speaking for Wahaha for 20 years, and was replaced overnight. Now think back, Zong Fuli, the successor of Wahaha in 2019, said that she did not like Wang Lihong, obviously she did not know a lot of things to say so. It's really the higher the status, the more things you know.
Relevant news shows that after Zong Fuli went to be the director of wahaha brand public relations department in 2018, wahaha stopped cooperating with Wang Lihong.
Although the current "long essay" statement of Wang Lihong's ex-wife Li Lianglei did not produce relevant evidence (it is likely that there is, but it was not issued), as a melon-eating masses, I do believe that most of them are true, such as the py in various cities around the world and the existence of good friends for a long time, cheating in marriage, recruiting prostitutes and stealing lovers' wives, etc. Li Lianglei, as Wang Lihong's closest person, knows really too many things.
Wang Lihong has lived abroad for a long time, is an American nationality, coupled with a deep background and public team, and there are no "tong" characters for many years, which really turned us into silly white sweets. I even naively thought that Wang Lihong was probably the most mineral water person in the Chinese entertainment industry.
Put into the Hong Kong star of the 1980s and 1990s, in the eyes of everyone, it is a powerful faction, a virtuous and artistic double xin, and a god-like existence. However, after the Lan Jieying incident broke out, after the Guan Zhilin table tennis incident was turned over, who can say that these are just individual cases? Maybe this is just a microcosm of the Hong Kong entertainment industry, who can guarantee that there will be no second Lan Jieying?
Some problems, which appear to be social problems, are actually economic problems, but eventually return to social problems. For example, Wu Yifan, Wang Lihong, Li Yundi and so on.
Hot money is hard to make, cash flow is facing crisis Psychological pressure increases need to soothe to increase the frequency, depth, breadth of entertainment, or enhance the pleasure of taking from manipulating/trampling on human nature to increase exposure risk.
That is to say, hot money is not easy to earn, cash flow is facing a crisis to save the budget to deal with the mess increased exposure risk.
In short, there are too many weaknesses in human nature, and the bottom has no chance to be tempted, or is simply unable to bear the price of being tempted, so wishful thinking or reluctance to take morality for granted, losing the imagination of human nature and losing the courage to imagine human nature. Only by constantly speculating on human nature with evil can we have a clearer understanding of the rules and system construction that constrain human nature, and more importantly, can we cherish the flash of human nature more. Instead of "shattering the three views to the ground" every day, or even inadvertently using disillusionment to provide an excuse for self-loss.
I have to sigh: why so many scum in the entertainment industry can make so much money.
Third, first have virtue and art, and then talk about career, at this moment I must say - "Wahaha Zong FuLi did a good job!" ”
Nowadays, it seems that if Wahaha's spokesperson is still Wang Lihong, at this time, Wahaha's brand image has been damaged, and it is possible to ask the spokesperson for financial compensation. Fortunately, the contract has been terminated, which is a blessing in disguise.
In fact, in the brand commercial endorsement contract of star artists, I have to remind the brand side that when hiring stars as brand image spokespersons, we must fully consider the risk issues of the showbiz industry, mainly including moral hazard and legal issues.
Bad work style problems such as derailment may lead to a decrease in their moral evaluation; illegal and criminal acts such as drug abuse and prostitution will also lead to their violations and crimes and legal punishment. Therefore, I suggest that the brand side must add "moral clauses" to the content of the commercial endorsement contract of the star artist, as shown in the following figure.
For example, the Infiniti automobile brand, I think at this moment the legal department can start to prepare to claim compensation from Wang Lihong.
The hustle and bustle of the world is all profit, and the world is all profitable. Anyone who enters vanity fair in the entertainment industry and becomes an idol star actor, I suggest that the four words of reverence for virtue and righteousness be carved into the bone marrow. After all, the influence of public figures with millions of fans is much higher than that of ordinary people. If fans all learn from each other, the consequences will be terrible.
First there is virtue and art, and then talk about career, virtue and cultural literacy, which is crucial. Whether you are a vegetarian or a star, this is a necessary character for people, just like building a house, the "foundation" is not solid, and the house collapses, it is also sooner or later.
The smoky miasma of your circle, for the artist's conduct, we really should make rules in black and white.
Finally, this year is a big year to eat melons, the occurrence of many events, proving that we should go to the charm in the face of the big dye vat of the entertainment industry, no matter what kind of childhood idol, we should distinguish the works from people, do not blindly follow the partial belief, fanaticism is not enthusiasm, it is not an energy, just a kind of inner uneasiness of catharsis, blindness is not love, it is not the acceptance of the real world, but the escape from the true self.
In short, we must rationally like a person, gently face the real world, and do not doubt the world because of a person's "collapse", in order to complete ourselves step by step.