Gu Ailing brushed the screen, so that Cadillac, who signed Gu Ailing a year in advance, showed the precision of his vision in choosing a spokesperson.
Cadillac is also one of the few brands in recent years that has frequently adopted female spokespeople. Before Gu Ailing, Cadillac had once joined hands with Zheng Xiyi, Zhong Liti and Zhang Hanyun, three sisters who rode the wind and waves, and invited Gong Li, the lead actor in the movie "Win the Championship", to shoot a commercial.
In addition to Cadillac, in recent years, there are also wuling and Zhou Xun's hand in hand, Mercedes-Benz EQS advertising also invited Gong Li, Volvo invited Gao Yuanyuan. However, the influence may not be as good as Infiniti's holding hands with Wang Lihong when it released QX60 late last year (and the dramatic breakup).
Then I can't think of more cases of "female spokespeople" in the last year.
Why aren't car brands so fond of using female spokespeople? But they also like to make advertisements with women as the protagonists: most car commercials will have beautiful women.
If you stretch the timeline a little longer, there were two female spokespeople who first amazed me: Zhang Ziyi, who endorsed Mercedes-Benz's SLK roadster, and Sophie Marceau, who was a brand ambassador for a long time after DS entered China. If you look at the news at that time, the biggest fit between these two international actresses and brands and models lies in temperament and popularity.
Especially the latter, DS hopes to open up the popularity of DS and position the brand tone of DS through the female movie star who is most familiar to Chinese consumers in France.
But it is clear that Sophie Marceau's appearance at the auto show scene has caused a "congestion index" that is not as good as Kim so-hyun and Beckham.
Automobiles are a male-dominated industry. Therefore, from past experience, there are many female car models at the auto show, but there seem to be few female spokespersons. After listing a few at the beginning, I realized that these two years have actually been the years with the most female spokespeople in several years. Especially luxury brands, after launching exclusive service brands for female users, women have gradually become the protagonists who define the tone of the brand.
There is another reason for this, such as the Cadillac, which discovered many years ago that the biggest obstacle for a man to buy a Cadillac is not someone else, but his wife. Therefore, Cadillac began to pay attention to the female user group very early, and earlier, he cooperated with Xu Jinglei and Liu Wen.
In fact, it is more worth exploring that the purpose of the initial car companies to invite stars is that they use fame and prestige to "bless" the brand or model, and directly realize the "goods" in sales. At this point, after Liang Chaowei endorsed Mai Ruibao, we have almost seen the ceiling of the "spokesperson" - I can still recall every shot of the advertising film, and a considerable part of the consumers who landed on China's first generation of Mai Ruibao should have been inspired by Liang Chaowei.
Today, Gu Ailing and Cadillac, Gao Yuanyuan and Volvo are no longer an advertisement and a simple "cargo behavior" for the model platform, but more on the basis of the value fit and the impact on the target audience.
I think the most fundamental change is because the media has changed, the connection and contact between the brand and the star and even ordinary people are more and more, and even many brands have not invited spokespeople, such as Weilai, its spokesperson is Li Bin, and its own influential car owners.
Some people will ask, why do you rarely see the bosses of traditional brands endorsing brands? The reason is that founders and professional managers are not the same. However, Musk has always endorsed Tesla, which is essentially no different from Carl Benz's endorsement for Mercedes-Benz 1. Audi told the story of founder August Horch on the A8L Horch Founder Edition, which is also a very flattering technique.
If the spokesperson's primary task has become a channel and carrier for brands to tell stories to their audiences, then based on the deep changes in the media and industry, the spokesperson will become less and less important in the future, but more and more important.
What doesn't matter is maybe the star and fame. The important thing is that brands will always need endless stories to inspire their audiences.
For example, Gu Ailing, her bravery and self-confidence can more or less inspire others. This story not only makes more people feel good about Cadillac, but more importantly, these people may be very young and may have an audience that the previous Cadillac story did not reach.
Unfortunately, many brands do not understand this, still regard the spokesperson as a booster of sales, the most typical is that in the current era, still want to copy Liang Chaowei's contribution to Mai Ruibao.
Adults, times have changed.
Returning to the question raised by the title, I certainly don't intend to cause gender disputes, but just want to conclude that in the early years of the environment and media context, the proportion of male spokespersons "carrying goods" success was significantly higher than that of female spokespersons, which is why in the automotive field, the number of male spokespersons is significantly higher than that of women.
Now, the essential role of contemporary speakers is no longer after carrying goods, and gender and even fame are no longer the key factors in endorsement. The timing of endorsements and the core of the story are becoming more important. Ordinary people who are not stars, there are also more and more opportunities, as KOCs and KOLs, to carry out multi-dimensional "endorsements" for brands.
In addition, on the evening of February 10, the father of the eight-child mother incident in Feng County, Xuzhou, was taken criminal coercive measures, and the punishment of buying and selling a woman was not as good as the influence of women on the whole society when buying and selling two parrots.
The role of the "spokesperson" we are discussing may change in the context of the times, but the endorsement behavior itself is always positively correlated with traffic.
Flow does not have long eyes, but people should have hearts.
Wen | Zhao Xiaocha
Figure | network
Cutting-edge information Original perspective
The most compelling original automotive new media brand
Sina Weibo: @Driver Pie
Driving Pie has now entered the major media platforms
The average daily view of the whole network exceeds 1,000,000 times