The Retail Industry Smashed Money And Opened Up The "Star Wars" To Close Up With The Stars.

It is reported that the cost of endorsement by first-line stars is more than 5 million yuan per two years, and some endorsement fees even reach tens of millions, while the second-line stars are generally 1 million yuan to 5 million yuan.

Seeing that the cost is not low, is the star playing its due result?

Just past 2014, it is the lowest level of traditional retail industry in recent years, but it is also another peak year for celebrity endorsement.

In 2015, the word "look at the world" jumped on the Internet crazily, also let the department store industry "Star Competition" once again opened fire.

In recent years, it has been seen as a commodity.

The best medium of Star Marketing has become one of the favorite marketing methods in the retail market.

Recently, the new world department store used Gianna Jun as a new spokesperson.

It is reported that 43 stores in the country have begun to use Gianna Jun's various images and design elements as Christmas.

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In order to welcome Gianna Jun to the store, the mall also held a week of Korean brand Week activities.

Talking about why the Korean star is used as spokesperson, new world department store said Gianna Jun was invited as the spokesman.

It is not only the appeal of the raging Korean wave and the fans of Korean dramas, but also because of Gianna Jun's independence, grace, self-confidence, and the pursuit of popularity, but she can grasp the trend of fashion young women.

We hope to attract consumers with the same concept of consumption and create a new concept of "happy shopping".

In fact, as early as 2010, Wanda Plaza invited Huang Xiaoming and Tian Jing to endorse; in 2011, thousands of department stores signed a contract of endorsement with "national daughter-in-law" Hai Qing.

In addition, Gucci invited Li Bingbing to be the Advertising Spokesperson in Asia, Xun Zhou boarded the advertisement of Chanel, and Zhou Runfa served as spokesperson for the high-end series of Hugo Boss brand, all of which reflected the route of luxury brand star card.

"Do not recommend parrot, do the unique star marketing."

Shao Jianbing, vice president of Xinhua International Business School of Liaoning University, suggested that "first, businesses should investigate consumers' needs more carefully and understand what consumers really like.

Second, we should seriously consider the strategic positioning of enterprises.

Only by combining the two, can we choose the most effective way of marketing.

"Star effect not only lies in her appeal, but also plays a very significant role in gathering popularity."

Blue harbour related person in charge.

"Consumers will connect stars with brands and businesses, believing that the choice of stars is their choice.

At this time, the stars played a positive role in brand marketing activities.

Beijing APM relevant person in charge of this analysis.

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The development process of van guest is rather bumpy. In the old age, do not play the tricks of the face as a performer.

Van guest is always an e-commerce clothing brand, and needs to pay attention to the electricity supplier strategy.

If every company is a founder's child, the biggest advantage of being a father to the customers is to give the customers two generations of growth environment and labels. Besides, the big guy like Lei Jun is supporting the capital continuously. From the establishment to the present, the development of the customer is worthy of the title of "money capricious".

After seeing everyone's April 1st press conference, I saw four words in my mind: "everyone is like a play."

Because the development of all these years is really comparable to a big play, and many times have undergone tremendous changes. As a spectator, I feel deeply troubled and tired for all customers.

The director of the play is naturally old.

However, in the past eight years, there is no doubt that the growth and shaping of the guest is a failure.

The brand of the Internet shirt, which was founded in 2007, changed to the Internet apparel brand in the middle period, and then reached the peak stage to become an electronic business platform that surpassed the Jingdong. Finally, in the late 2014, it constantly denies the complex past of all customers, returning all guests to the Internet clothing brand that focuses on "lined shirts".

Of course, at the April 1st press conference, Chen added "T-shirt" in the category of "shirt", and thought that "T-shirt can basically be classified into shirts."

From the many Japanese designers in the conference, as well as the emerging vocabulary of "cloth sugar", "American Pima cotton", "21 and 16", we can see that Chen is eager to express "extreme" and "high forced" products to the public.

At the same time, the price of the two T-shirts also changed from 9 yuan to 29 yuan to 59 yuan and 89 yuan.

Chen said: "all customers completely abandon the low-end products, determined to take the high-end product line."

That is to say, today's customers discard the largest group of low-end consumer groups, hoping to start with improving product quality and design, and relocate the brand positioning of everyone from "cock silk brand" to "white collar brand".

Since the deep communication between Lei Jun and Chen in 2014, Chen began to completely sell all guests, and all kinds of professional vocabulary and detailed design details were constantly appearing in the conference of everyone.

However, does the audience really need these technical parameters? The digital hardware product heap parameter is because it can meet the core needs of the audience group, because the higher frequency CPU can bring faster speed, and the larger screen with resolution and size can bring better visual effect.

And how many people do shirts and T-shirts really care about whether they are wearing 80 cotton or 120? How many people are concerned about whether this cotton is made in Xinjiang or in the United States or which corner?

Nowadays, young consumers are buying clothes instead of criticize the material and design details of the geeks, but they care more about styles, brands and cost performance.

The style is nice to meet the needs of users. The brand can satisfy the user's face problem, and the price can make the former two take into account.

In the past few years, the 1 yuan T-shirt clearance, 9 yuan board shoes and so on have long been the branding of the customer's brand. At this time, Chen wants to raise the price quickly by improving the quality, quickly pull up the brand image of the customers, and turn the consumers' recognition of the brand image of the customers into the market.

Because the "low end" has been spread in the van's brand image at the DNA level, it is useless to scrape the bone with the old millet knife.

Moreover, customers are always an e-commerce clothing brand. The electricity providers pay attention to traffic and sales. At that time, customers can leap forward and rely on low prices and losing money.

Even though today's customers are determined to abandon most of the low end users, the low unit price will be faced with a sharp decline in sales.

Ever since last August, fan has released 129 yuan "ultimate" shirt until now, and its sales volume has not reached the hot expectations. The 300 shirts that have been pushed have been quietly put off, which also proves that the road of pformation is not smooth.

Unless Chen can really throw away the sales and scale problems of the electricity supplier industry and investors in the next 2-3 years, concentrate on product and brand promotion, otherwise, it is likely to continue to go back to the old road of disorder expansion. This is evident even in the example of millet.

Therefore, it is my own opinion: instead of using the method of scraping the bone to deal with the problem of gene pformation in nanoscale, it is better to rebuild a brand new customer brand to face the middle and high-end market, to give the correct gene in the incubation period, and to anchor the high-end brand image of the new brand with the high quality products and higher prices at the beginning of the birth, so that the consumers can truly accept the brand and its corresponding product quality and connotation; and the existing vcw old brand can continue to walk the public line with high cost performance, so that it can maintain scale and not lose a large number of old customers, and it can also enhance the overall brand image of the van guest group.