Celebrity endorsement hardware industry

With the change of the big economic environment, the industry has witnessed a retaliatory rebound and hardware companies have shown signs of turning and even showing an unprecedentedly good situation.

Apart from rejoicing, we have to clearly understand that there are "resonance" issues in today's hardware industry: the unity of products, the smallness of scale, the brand's originality, and so on.

When it comes to brand building, the “Hardware Man” can be described as a road to brand creation, which is not easy. As a result, a "path" has gradually been adopted by everyone - celebrity endorsement!

Stars seize the endorsement hardware company Guan Zhilin endorsement than Le Mumen, Zeng Zhiwei endorsement Kenshi, Wen Bixia endorsement Baolong wallpaper...

Walking in the streets and lanes, roadside buildings, doors and windows and other hardware products on the card, movie stars, singers, laughter "stars shining", the hardware industry set off a "chasing star" boom.

In recent years, there has been an explosive growth in the number of hardware companies. The number of companies that have celebrity endorsements has also increased. Looking at these star "enclosure" companies, most of them are short-established, and business owners are younger. They have relatively new ideas in product development and marketing.

Take Zhejiang Jinkai De Industry and Trade Co., Ltd. established in 2007 as an example, this company can be called a “super dark horse” for the city's door industry companies. Chairman Chen Lixin can be described as young and promising. In March of last year, they hired a large number of Zhejiang Satellite TV women to support Zhu Dan as their endorsement.

Hardware companies have become "affiliated" with stars and gradually become a unique landscape in today's society, highlighting a bit of fashion.

Two or three things behind the dialectical endorsement of the hardware industry, the brand's endorsement style, but also intensified.

Celebrity endorsements seem to be the fast lane for the growth of corporate brands. Many companies have resorted to all kinds of solutions. You sing me to the stage and hope that the brand will quickly become popular in a short period of time.

However, whether many hardware companies in the brand's initial stage can win the market with celebrity endorsements remains to be seen......

One thing, "please, can not afford to push" phenomenon. According to the analysis of the practical situation of the hardware company, the star can afford it, but there is still a state of “excessiveness and lack of strength” in the execution of the market terminal. As a result, the celebrity also invited, and the advertisements were also cast, but the consumer seemed to be indifferent and the quantity did not see any significant growth.

Second, the "double-edged sword" phenomenon. It is reasonable for companies to use reputation and influence of spokespersons to improve their brand reputation in a relatively short period of time. However, choosing an image spokesperson is also a high-risk job. Stars often snarl and love themselves and cause misfortunes. This may damage the brand image and business interests.

Reminder: According to the analysis of many marketing experts, the celebrity endorsement is not the only way to the mind of the consumer, and doing a good job of quality and service is the only way for the company to succeed. Products are the foundation of the brand and the core. Only companies that value product quality and product design are viable companies.

In addition, most celebrity endorsements require expensive price. If the cost of celebrity endorsement of tens of thousands of yuan is applied to other marketing channels, such as online transactions, if tens of thousands of yuan are invested in portal websites, then in the popularization of internet, products will be quickly National customers understand that why not?