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- Source/Night Deep Finance
- Author/Night Deep Finance
Now the economy is not good, I don't cry about being poor or selling miserably, I am tightening my belt and living a tight life.
Marketing can attract attention, and spokespersons can not be invited.
Xiaomi Auto was misunderstood to invite Shu Qi to endorse SU7, and netizens suggested that Lei Jun endorse and save tens of millions of endorsement fees.
But who would have thought that the men's pants expert, Joeone, would not want to tighten his belt.
Joeone opened up and officially announced that 5 spokespersons formed a long-legged group in one breath.
Fan Chengcheng, Li Yunrui, Wei Daxun, Zhang Yunlong, Zhu Yawen
Source: Joeone official WeChat
Thanks to Joeone, I have gathered so many handsome guys in the entertainment industry, so that I can fall in love with five people at the same time in one minute.
This wave of operations is directly to the extent of the gods, and the advertising effect is full:
This lineup looks very expensive at first glance, Joeone, you kid knows how to spend money.
Joeone is the living bodhisattva of internal entertainment. It turned out that I thought the first male bodhisattvas in internal entertainment were Wang Jiaer and Li Xian, but I didn't expect it to be Joeone.
Praise the brand for making first-class pants, and choosing a spokesperson is also a must, and the vision is too vicious.
If you want me to say that this is a vicious business war, sign all the long legs, so that the opponent has no legs to sign.
JOEONE is unable to spend the budget, so it is too much to burn money? Behind it is the consideration of JOEONE.
First of all, this is the brand positioning that strengthens the "men's pants".
We often say that when looking for a spokesperson, we should not only examine the traffic size of a star, but also combine the fit of the brand and the spokesperson.
What do these spokespersons have in common, in addition to being handsome, more importantly, they are all leg fine.
Whether it is Zhu Yawen or Wei Daxun, they are all responsible for the long legs of internal entertainment.
There is no doubt that JOEONE gathers in the domestic entertainment with long legs, which can amplify its own advantages in the long legs of men's pants, even if the spokesperson does not show his face and only show his legs, it can also set up a "leading men's pants expert" pants seller, and the brand positioning has been further strengthened.
Source: @九牧王
We often say that good marketing runs on its own legs.
Compared with Joeone blindly calling itself an expert in selling pants, wouldn't it be more contagious to let the spokesperson's legs speak.
The second is to do a good job in accurate circle marketing.
To be precise, JOEONE is a communication strategy for all people, all scenes, and all day.
It stands to reason that you can't be greedy to be a brand, you can't have both and want, and you want to do everyone's business.
So sometimes it's better to focus than to cast a wide net.
But there are still brands wondering, is there a crowd marketing game that needs both and wants?
JOEONE did it.
JOEONE chose to burn money to do matrix celebrity endorsements, and invited different male artists to endorse different pants according to their screen images and the characteristics of their pants:
Wei Daxun: Suit pants wear a domineering president style.
李昀锐：轻松裤穿出休闲松弛感。
Fan Chengcheng: Wear business outdoor No. 1 to show a calm business style.
Zhang Yunlong: Free cowboy has a free and easy temperament.
Zhu Yawen: Little black pants walked out of the ceiling of the handsome world.
Every one of them is a walking hormone, walking comes with a two-meter-eight aura, and every step to the heart, who is not confused?
JOEONE lets the right people wear the right pants, the essence of which is to unlock different men's dressing scenarios such as business and travel with the help of diversified spokespersons, and advertise that it sells a variety of pants, and there is always one suitable for you.
It can also imperceptibly output a message to consumers, JOEONE has excellent strength in selecting people and making pants, and has set up a "strict selection" persona.
Just as someone read these 5 spokespersons and said that they wanted to do the whole thing, this is not a marketing effect.
JOEONE will be able to transition from precision marketing to bundled sales, which will naturally drive the increase of customer unit value.
Joeone's trick is really high, it is a clever high, and it is also a high-priced price.
To put it simply, it is to focus on a rain and dew evenly and please every circle group equally.
Therefore, what is it difficult to sell goods that you want and want, the premise is to be like Joeone - willing to burn money.
Interestingly, after the wave of advertising pictures and billboards of JOEONE flowed out, the first feeling of netizens was that there was a feeling of Hailan Home.
Sure enough, the vicious business war can make the opponent lie down without taking action himself.
But with all due respect, JOEONE's advertisement, even if it hits the face of Hailan House, is still slightly better.
After all, Heilan House is the spokesperson for marketing, and there is really no Joeone Club, and the most impressive Hailan House has tried to overturn twice.
Once I wanted to be red too much, black red red.
Hailan House was dissed all over the Internet not long ago because of looking for Dahai Brother Ji Lingchen to advertise.
It's not Disney's diss, it's real diss.
So who did Ji Lingchen recruit and provoke whom?
It turned out that after Ji Lingchen participated in the variety show "Infinite Transcendence Class 2", he was very stunned when he was evaluated for the play.
When he played against Tranquility "The little brother confessed that his sister-in-law was rejected", he rushed up to hug him directly, and was ridiculed for acting as a domineering and forced love;
Source: Bunny Classroom
So some people commented that Brother Dahai had to rely on the two fools to overtake in the corners of the track.
This can also be understood, why after Hailan House released a large wave of Ji Lingchen advertisements, everyone ridiculed Hailan House for being really hungry, and the "man's wardrobe" became "the fool's wardrobe".
I still remember that the official announcement of Heilan House was updated before, and it was hard to pull myself up and save the brand image.
Source: Lin Update
As a result, he turned around and ran to Brother Dahai, and returned to the pre-liberation period overnight.
Choose Brother Dahai because everyone has the surname Hai?
The reason is uncertain, but what is certain is that this wave of Hailan House is black and red, and it is not also a kind of red.
Another time was too anxious, a rush under a hurry.
Last year, "Hurricane" brought Zhang Songwen to the fire, and everyone was eyeing Zhang Songwen's first endorsement.
Heilan House also wants to find Zhang Songwen to sign an endorsement and turn the "man's wardrobe" into "Gao Qiqiang's wardrobe", which is a good transformation.
It is said that at that time, Heilan House also asked Zhang Songwen to try it on, and there was sincerity, but not much.
Before the cooperation was confirmed, Heilan House grabbed the endorsement first, how to try on Zhang Songwen online, there is a feeling of putting Zhang Songwen in public opinion, which is somewhat offensive.
Source: Heilan House
What's even more outrageous is still to come, Heilan House directly took the roadshow picture to make an official announcement of the poster, and was complained about "excessive P image wax figure".
Source: Heilan House
In the face of public opinion pressure, Heilan House removed Zhang Songwen's endorsement advertisement, although it was remade later, but the damage to the spokesperson has also been caused.
As long as you compare the endorsement and marketing of Heilan House, you will find that JOEONE can be said to have really won this time.
Choose a spokesperson to select "quality male stars".
JOEONE men's pants are perfectly combined with quality male gods, and male stars who are selected to grow in the consumer's aesthetic point have no crooked melons and cracked dates, which is the degree that they will love to watch when they see it.
Looking at the street advertising again, it is also very quality-oriented.
JOEONE made the men's pants advertisement feel like a fashion blockbuster, which is not only friendly to our eyes, but also cleverly contributed five kinds of quality Mr. model outfits - high-end old money, yuppie gentleman, business elite, literary and artistic knowledge, and refreshing men.
But don't blame everyone for comparing the marketing of the two brands together this time, just blame the form of men's clothing marketing being too similar.
The brand positioning is all about men and likes to use data to speak.
JOEONE positions itself as a "global sales leader in pants", and one is selected every 7 seconds.
Source: Heilan House
Looking at Hailan House again, it initially positioned itself as a "man's wardrobe", and then played a deeply rooted "Hailan House twice a year".
Both are positioned as men's pants, showing the brand's professionalism in the field of men's wear.
Secondly, both are young marketing and want to secretly change the trend.
Whether it is JOEONE or Heilan House, they have been suffering from the "earthy" label of traditional men's clothing for a long time, and they are trying to do a good job of being younger and tearing off the middle-aged label.
For example, in the past few years, Heilan House has also been busy with wholesale spokespersons: Yin Xiaotian, Du Chun, Lin Gengxin, Jay Chou, Xu Weizhou, Zeng Shunxi....
Source: Heilan House
From Yin Xiaotian dressed Hailan House as a square dance, to Lin Gengxin dressed Hailan House as a high-end house.
We see Heilan House oscillating repeatedly between aging and rejuvenation, and we also see its anxiety.
This time, Joeone officially announced that the male stars of domestic entertainment traffic are younger, and it is inevitable that they will be labeled by netizens as the same style as Hailan House.
Does this mean that JOEONE is getting younger, or does it have a long way to go?
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