Today is shorter, so you can take it with confidence.
In the past few days, Gu Ailing has been on the hot search for hemp, one of which is associated with Anta, but it seems very embarrassing.
Anta announced her as a spokesperson in early 2020, and previous interviews revealed that ANTA signed a contract when Gu Ailing's popularity was not high.
Bet too well.
However, it is not enough to bet on the treasure.
After Gu Ailing won the Winter Olympics, there was a topic on Weibo that had no highlights, and you definitely can't think of what to call it.
Called #Gu Ailing this down jacket looks thin #.
The data is still good-looking, and the word "hot search" in red also appears next to the topic, and the reading volume is not low, and 14 media releases.
Some of them are familiar large sizes, the content is similar, and the same link is inserted.
The picture is from the screenshot of Weibo
Anta's official Weibo also posted related topics.
Awkward?
Such a big baby in the hand, the promotion of the same paragraph actually finally landed the topic word on the point of "thin"?
Even if you directly write Gu Ailing Anta the same model is stronger than a thin.
I personally think that the production of this topic is useless from a business point of view, which shows the lack of awareness of marketing in the direction of creation and communication of some fashion brands at present.
1. From the product point of view, with the appearance and spirit of Gu Ailing, she will not be ugly in a sack, and it is really not related to clothes that are not thin. Moreover, the style of this dress itself is more basic, and it is more appropriate to find something to highlight the technical aspects during the Olympic Games.
2. In terms of the relationship between the spokesperson and the brand, the person who set the word is likely not to get to know her well.
She talked about the topic of thinness in an earlier interview, she said: "For girls, you can't control your diet to an unhealthy point because you want to be thin, or because you think thin is beautiful, because in fact, beauty is not thin, beauty is powerful, beauty can do so many different things." 」 ”
You see, how broad and positive her understanding of beauty is, "powerful", "able to do so many different things", which is not stronger than being thin.
In the relationship between fans and idols, buying the same model is an emotional way of linking, and using buying and buying to generate encouragement for love. For such consumers, thinness will be a very silly topic, completely unsuitable; in the relationship between non-fans and idols, passers-by fans, or rational people who are only attracted to excellent people, it is difficult to be moved by the topic of "thin", even if there is a need for "thinness" for some people.
Coupled with the wrong timing, during the Olympic Games, people are more likely to be touched by the beauty of strength, and it is necessary to pause for a while when they are thin.
The platform is also not right, most of the time, Weibo is not the most suitable platform for this kind of topic, and the search keywords of Xiaohongshu or Taobao on weekdays are almost the same.
That is to say, the time and place are favorable, and one does not occupy it.
Why is that?
In the past, most of the top stream we said was produced in the entertainment industry, after the epidemic, the first non-entertainment circle, non-traditional beauty appearance of the top stream should be Zhang Weili, her series of advertisements have proved that the commercial value of the sports circle, especially female athletes, is not lower than that of entertainment stars, when she gave Estée Lauder countless praise, not buy praise, is from the netizens real, spontaneous praise.
The Olympic Games held in Tokyo in July 2021 have also received great attention, and the Chinese people are cheering for Chinese athletes, and the commercial value of many athletes has been further excavated. Moreover, compared with the chinese audience's focus on athletes who were only professional or Mu Qiang, today's public focus is more humane, and it also has some rice circle characteristics.
Almost at the same time, the state began to clarify the lang action, including the chaotic rectification of the rice circle, which inhibited the excessive dataization of entertainment stars to a certain extent, and also made a more diversified "top circle" appear.
But for many brands, the production of some marketing methods still tends to be old-fashioned, and it will return to the production method of the entertainment star full-top era. Recall that in the past, where there are advertisements involving stars, there are not many very creative or very good, just like making fashion blockbusters, star films often express a single, as long as the protagonist's face is beautiful and in good shape, lack of deep intentions, or more creative picture performance, of course, this problem has improved a lot in recent years, but it still exists.
At present, when using the common appeal points of the past to make marketing creations of non-entertainment stars, it will seem so old and inappropriate, as if some netizens have to gossip about who Gu Ailing's father is, and the single-parent family with female elders as the main members is not more worthy of being "gossiped"?
There are many shining points that can be taken out of her and her family to make people look up, and there are also many flashes that can be empathized with.
In addition to the aforementioned passage about thinness, there is a theme she told when she was 11 years old in the second season of the "My Time and Me" documentary about men being more likely than women to participate in sports-related occupations, and gender differences that can lead to pay inequality.
As a woman, seeing her really feels that her appearance and figure are the weakest or least important of all her shining points, and beauty adds to her, even if she does not, it does not affect her excellence.
For everyone with edges and corners, the brand should indeed come up with a stronger sense of customization of the supporting program, after all, this is not the time to satisfy consumers as long as the star's face is beautiful and the body is good.
Moreover, for fashion brands, the definition of beauty really needs to be broadened, at least, from the perspective of time and place and three perspectives, what is the most suitable.
Gu Ailing and Yu Sheng should be two of the most high-profile athletes at the Winter Olympics, especially from the perspective of the fashion industry. From the definition of beauty, Gu Ailing's power beauty and feathered knot string are like the femininity of the spirit, which is the best proof of beauty that breaks the inherent boundaries of gender, and this beauty is neither niche nor difficult to understand, it is something that most people can see, can understand, and can try to understand a broader beauty.
For brands, the vision is good enough, and it is rare to catch a star who has the meaning of "public education" in itself, how to match the characteristics of the spokesperson, how to understand the creation, and understand the characteristics of beauty in the current communication context, it may be more difficult.
In particular, women, no matter which field of women, the attraction of consumers will be further enhanced, in the past the industry recognized that the top stream is dominated by male stars, in a fixed group will be so, but in a larger group, this situation does not exist, then, how to properly express the female image in the fashion brand, will become the next very important and difficult marketing point.
Finally, I would like to emphasize that I will not target ANTA, but only talk about this matter.
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