Appliances field of view: What are the spokespersons for appliance companies in 2018?
The PConline culture is updated every minute with microblogging, and celebrities can wear headsewing socks. When the red star entertainer Dacao used his own exposure, as long as the advertising message was readily available on social media, the flow of traffic brushed upwards, the advertising fee slammed into the bag, the star made money, and the company also made money and ate the melons today. There is another topic, and the meeting between the teas no longer ends with the automatic mechanical smile.
In 2018, competition in the home appliance industry is still fierce. In order to compete for market share, companies compete to launch a variety of brand strategy. Corporate branding spokespersons are no longer new. Today, the electronic media industry is well-developed, with rapid information dissemination and a wide area of ​​influence. The huge body of fans behind the public figures is a good springboard for the second-level communication, and the potential revenue is even more difficult to estimate.
Using spokespersons' personal business effects, grabbing eyeballs on social media, media, e-commerce and other pages to enhance the visibility of their companies is a routine operation of major manufacturers. People who follow the hot spots are no longer confined to the front of the screen to eat melons. The marketing department will set up a special team to study the current hot spots, so that the positioning of advertising more accurate, to maximize efficiency.
Next, let's take a look at what stars are known to the companies and products?
Philips invited the Taiwanese goddess Zhiling sister to endorse the TV; Panasonic found a high round; popular idol Ma Tianyu endorsed TCL; Vantage signed the recent big Zhao Liying, there is a line of Kobayashi updates; In addition, due to the June of this year Russia World Cup As we approached, the French and Belgian national teams were respectively signed by Vantage and Changhong.
Of course, in addition to the several brands listed above, there are still quite a few brands that do not choose to sign up as spokespersons, such as: Siemens, Sony, Haier, Hisense, Xiaomi, etc. The official website of enterprise products is based on products and models, and there is no specific request. Big-name celebrity endorsement products and advertising.
Then the question is, will the appliance company invite the young fashion spokesperson to realize the branding and youthful fashion?
I learned from the official website that except for Panasonic, most of the brands did not elaborate too much on the reasons for contracting artists, and more often they bluntly moved the spokesperson to the product promotion page, accompanied by a star signature, and there was already a long time ago. The edited slogan copy will be completed.
From this, it can be concluded that most of the brands on the market choose to sign the spokesperson, and they do not consider the degree of fit between the brand and the star. There is more reason to take the current hotspots and topics, as well as the popularity of the stars. As a main selection criteria reference.
In fact, it can be understood that today's Internet information is heavily overloaded, and the eyes and brain are unable to load and process all the information on the page for a time. On the shelves of e-commerce, various products make every effort to “fight for pets,†and the first time they capture consumers. The eyeball is the company’s primary goal.
So I think that the majority of home appliance companies invited young fashion spokesmen can not achieve a brand image of young fashion. Although Matsushita Electric Co., Ltd. specifically designed a page for the goddess Gao Yuanyuan to briefly explain the reasons for the endorsement, the visual effect may be achieved, but it cannot change the temperament of the entire product and brand image from the essence.
Privately believe that the design of the product is as large as the appearance and materials, as well as the screws and parts of the parts. Every place shows the temperament of the products, from the inside to the outside. The packaging of the same product is such that the spokesperson is indeed one of the most important influencing factors. But do not think that as long as you have an advocate, you will be able to achieve the transformation of the brand image, can only say that the spokesperson will cause a certain degree of influence, but it can not become a decisive factor.
In the future, I think that the major manufacturers can emphasize the docking of work in various departments. The propaganda department can go a little further to the workshops of the product design department and the technical design department to interview the research and design designers, communicate more and understand design ideas. As far as possible, make more optimizations and improvements in external output and packaging.
After all, the product is the essence. After all, people use it and experience it. Packaging is the icing on the cake.
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