At the beginning of the new year, SAIC Audi officially announced a new spokesperson - Xiao Zhan. I still clearly remember that the spokesperson of FAW Audi is Wang Yibo, and I smell a hint of gossip. Speaking of this spokesperson, let's talk about the things that car spokespersons do today. Now many car companies hope to make their new car and a big star "bundled", thus bringing topics and heat, new cars and stars are like allies standing in the same camp, but sometimes it backfires, as the saying goes, not afraid of god-like enemies, afraid of "pigs" like teammates, so can celebrities endorse cars really bring good sales? Can marketing really solve real problems? Join me in nagging
Jackie Chan Big Brother Mitsubishi Motors
That Jackie Chan big brother in the show business status is unshaked, in the international show business is also a high status, you can also see that the big brother is very dedicated and loves Mitsubishi Motors, EVO3 and 3000GT in "Thunderbolt Fire" and "Who Am I", the one-door rally version of Pajero and EVO4. However, the fire is too big, and in recent years, the Mitsubishi Automobile brand has gradually declined, which is very regrettable.
Sun Honglei Haval Motors
Our "Yan Wang" Red Rego has also made endorsements for Haval Motors of the Great Wall brand. But it is said that not long after, Lei Lei, who has always played his cards according to common sense, mentioned a Land Rover discovery 5,
It is said that this discovery 5 seems to be more in line with our "big beautiful" temperament.
This is the spokesperson of the car company in the past two years to see the recent years. For example, volvo XC90 listing invited Gao Yuanyuan endorsement, Cadillac CT6 listing invited Hu Ge endorsement, CT5 listing invited Lin Junjie endorsement, and the new BMW 3 series invited the popular Xiaosheng Yi Yi Qianxi and the new 3 series to co-shoot the Harper's Bazaar cover.
In short, a new car listing always likes to invite celebrity endorsements in the entertainment industry, but from the sales of these models, in addition to a few models that are not worried about sales, most models invite star endorsements and do not produce greater practical effects, such as Jackie Chan endorsement of southeast, Jiang Wen endorsement of Acura, Jay Chou endorsement of Na Zhi Jie sales are not high, so the star endorsement car, at most will bring short-term heat, for those potential users can not constitute a direct purchase relationship, Even some car owners don't know who is endorsing their cars and so on. Therefore, if car companies want to always keep products high attention, real word of mouth is the most important.
But if you want to talk about the negative impact of celebrities, the collapse of the love bean people, the most heartfelt may not only be fans, but also major brands. For example, "Wuli Fanfan", Porsche China Motorsport spokesperson. As soon as the negative news came out, the Porsche official website withdrew all documents related to "Fanfan". Not long ago, our "piano talent" Li Yundi walked down the altar under the enthusiastic supervision of the Chaoyang masses, which also allowed the car company he endorsed, Dongfeng Nissan, to "lie down with a gun". As soon as the news came out, Dongfeng Nissan withdrew the promotional materials related to Li Yundi on the social platform. This is undoubtedly a blow to car companies, spending a lot of money, inviting stars, and then there is no immediate effect.
In fact, many car companies PR do not know whether the traffic star will eventually play a role in product sales, they are just icing on the cake, how much sales can be exchanged in the end, who can not say well, this is like a metaphysics, the so-called metaphysics is, "spending money does not necessarily work, but not spending money and not doing."
In fact, when we were discussing this topic, another editor asked me, if you have money, will you buy it? I said that I may or may not buy, may buy Audi but may not necessarily buy the one endorsed by Zhan Ge, may buy Audi, but not as a Bo fan. We consumers actually pay more attention to the product strength of the vehicle itself, there are many car companies do not spend a lot of thought on the spokesperson, such as tanks, BYD, etc., but the sales and heat are very good. After all, cars are goods that are to be bought with real money, and celebrity endorsements can only be said to be the icing on the cake. "Selling combs to monks" doesn't mean anything, marketing is the means, strength is the skill.