The thing is like this, when it is red, thousands of people are pursued, and when it is down, it is only afraid of the slightest connection.
Li Yundi, who was once labeled as refusing any commercial packaging, became the target of public criticism overnight, and for larger commercial brands, Li Yundi is like a hot potato, which needs to be drawn at the first time.
Li Yundi, who once had commercial cooperation with many brands, has lost his golden attributes.
In May this year, Li Yundi and Yao Anna attended the WEY Mocha listing event, and Li Yundi, who has the title of piano prince, played music for Mocha at the press conference, and soon 3 months later, the piano prince became the owner of the new Highlander under GAC Toyota.
Soon, both companies were disassociated.
Celebrity endorsement in today's traffic era, is not a wise strategy, enterprises should be their own stars, star endorsement overturning cases are very many, not long ago Rolls-Royce, Mercedes-Benz are overturned.
If you move forward, the brands endorsed by Wu Yifan are basically black.
Star itself is a topic, it is difficult not to make mistakes under the huge traffic, in the eyes of the industry, the star itself is "endorsement of dangerous people", if the star itself has poor self-control, there will be problems, and the problem is only a matter of time.
At present, the number of problem artists is definitely not in the minority.
The platform of the star can only bring temporary traffic to the enterprise, but at present, the significance is not great, the current star is often hundreds of thousands or even millions of platform fees, but can be exchanged for the heat of the enterprise for a while, if you encounter problem artists, there will be a black history of marketing, and the overturning car will also be involved.
Wise enterprises, at most, are only driven by the stars for a time, and do not do deep bundling.
For example, the clever Great Wall Motors, just at the WEY Mocha listing meeting, relied on The popularity of Li Yundi and the advantages of the piano at that time to do a most basic commercial performance for motorcycle owners.
Li Yundi is neither the commercial spokesperson of Mocha nor the first owner of Mocha.
Therefore, the Great Wall is much easier in the Li Yundi incident, which is a distinct decision of marketing, making full use of the star's momentary heat to stand for itself, but not choosing to cooperate with the star's in-depth endorsement, which is the best means to preserve the value of the enterprise.
In this era, do we still need stars, or do we still want to continue to hold stars very high?
Consumers with real thinking ability will not choose products because of a certain star, especially cars, which are extremely expensive goods, and the higher the price, the more rational thinking is needed.
In the field of consumption, the higher the price, the more in fact, there is no need for a spokesperson, but low-priced commodities need frequent endorsement to ensure heat.
We have not seen the use of celebrity endorsements for selling houses, the reason is that the attributes of the house are far greater than the attributes of the traffic, and the people who buy houses will not buy because of who endorses them, will you?
Everyday goods need stars, and cars don't need them either.
Hundreds of thousands of cars, the real consumers must be out of pocket must be the strength, the Great Wall's annual sales of 1 million, relying on their own excellent technology and quality control, so from an objective point of view, the car is actually the least need for a spokesperson industry.
Apple's spokesperson is A13, A14, A15 chips and Jobs, the spokesperson of the Great Wall, is Haval H6, is Lemon Hybrid is Tank 300, be your own spokesperson, will never roll over.