Collective burning money please endorsement internet companies to lift celebrity marketing fever

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Recently, the movie star Yang Yandai said an advertisement in the subway, public transport, "This is a magical site" of the repeatedly yell is not to hide. Star endorsement of Internet products, the past two years has become a popular trend. Chen Yao endorsement zhaopin and net, Dan, Han, xiaoming endorsement where the customer sincerity products, Yang Power endorsement walk show nets and 58 with the city, Rundong, Una, Qinlan endorsement group treasure nets, Han Geng endorsement poly Beauty products, GE endorsement handle nets, Fan Bingbing endorsement Dream Bazaar, dazzling.

Choose a star to do endorsement, indicating that today the Internet industry in the support of venture capital funds, has entered a fierce era of brand competition. Analysis of the industry, the star endorsement of the unprecedented hot Internet products, on the one hand, to improve the visibility of both sides, bring the brand effect, on the other hand will make a number of funds to reserve the Internet enterprise market space is squeezed, or will trigger a new round of the Internet industry shuffle.

The need of brand building

According to Maslow's demand theory, when the buyer no longer put the price, quality as the purchase concerns, the use of celebrity to increase the value of the product, you can cultivate the consumer's feelings on the product, and thus win the consumer's pursuit of the product. This is also the purpose that many Internet enterprises compete to invite the star to endorse.

"NET has been established since 2005 to now, has reached a rapid growth period, can be used to do the promotion." NET Marketing Director Bai Rubing said, from the spokesperson itself, Chen Yao more affinity, fit the net temperament. In addition, "Micro Bo Queen" Chen Yao is a comparison of the characteristics of the Internet star, netizens on its acceptance is very high, which net brand marketing played a role in speeding up the run.

According to Baidu Index, net in the use of stereo ads after the average amount of search increased 161%, "net" also rose to Baidu search the 16th place, to become the leading ranking of the classified information site. Relevant data also showed that the net per capita page views from the previous 9 pages up to 13 pages, user adhesion increased by 44%.

"For the current relatively chaotic internet industry, through the star endorsement to carry out brand communication, should be regarded as a kind of exploration, for the entire Internet company's brand development, is a larger progress." "In this connection, Dream Heaven Network company President Xiangning said, the company invited star endorsement, to some extent, to the customer base, the favorite star of the" fans "group of age is almost 18-28 years old, and this part of the group is precisely the Internet company's target user base, The use of star effect can also improve the visibility of enterprises and market influence. In addition, with the hot development of China's Internet market, this year's online advertising prices crazy, so, many enterprises have chosen to reduce the launch of online advertising, in turn to enter the line, brand building. In brand building, please the star endorsement can be said to be the most direct and easiest way.

Xiangning that any enterprise's purpose is to profit, and with the star hand is a quick, effective means. Today, for the homogeneity of the relatively serious group buy network, the creation of a unique brand image is the goal of each enterprise, and the invitation to star endorsement is undoubtedly the most intuitive and effective way to convey the brand image. In addition, whether the Internet or other industries, users have become the core of enterprise competition, enterprises began to pay more attention to quality and user experience, competition from the efficiency level into customer service level. Therefore, the search for star endorsement to a large extent fixed a part of the user base, launched a well-known.

"Double-edged sword"

"Star endorsement is a ' double-edged sword '." "There are insiders that in the short term, through the star endorsement of the eyeball effect is really easy to get public attention, choose a suitable star spokesperson, can in a short time through the consumer to" star face "familiarity and preferences, thereby increasing their own brand awareness and goodwill, but also there are some problems.

For example, remember that the star can not remember the brand, if the spokesperson and brand relevance is not obvious, or advertising ideas did not find a binding point, and finally will be the star's light to cover up their own brand. In addition, the star endorsement of a variety of products may lead to brand dilution effect, the same category of many brands have invited the star endorsement will also trigger the consumer's memory confusion. Of course, the choice of star endorsement, will certainly lead to a sharp increase in the cost of publicity, not only refers to the star's endorsement costs, as well as the corresponding advertising and marketing activities costs. Any company's market budget costs are capped, will be a large amount of money to star endorsement, will inevitably lead to other conventional channels of marketing spending reduced.

Xiangning that enterprises look for star endorsement, can let the user through the star to recognize the product, and then improve enterprise efficiency. At the same time, international, big-name stars can also help enterprises to international, improve the international image, thereby greatly enhancing the core competitiveness of enterprises and brand premium. A low-cost LV purse through the celebrity endorsement, use can be sold to tens of thousands of dollars or even a hundred thousand of Yuan, this is the brand premium. But, the water can carry the boat also to overturn, the star endorsement is also so. Enterprises because of a star to obtain a high degree of attention and benefits, but if one day the star's own image is destroyed, then the image of the enterprise will be greatly reduced.

Therefore, the star endorsement is not omnipotent, in a short time to detonate the concern at the same time, internet companies must think of their core competitiveness is what, in the collective "burn money" after how to survive, and do not "ignite their own, prosperity of the night sky."

"Burn the Money"?

In the opinion of some outside industry, the celebrity endorsement is a kind of "burning money" behavior. It is understood that net advertising cost of 400 million yuan, Chen Yao's endorsement fee as high as 8 million yuan, Yang 58 advertising endorsement fee of about 3 million yuan.

"In any industry there is a ' burning money ' behavior, depends on how you grasp this degree." "Xiangning believes that the positioning of accurate, and the company's own image in line with the star endorsement to a certain extent will help companies to improve visibility, to obtain high returns." However, if blindly pursue big-name stars, do not consider the enterprise's own conditions, the survival of the enterprise pinned on the star, the end will only be to improve the value of the star, but itself is throwing.

Cool News Travel Network CEO Haijun that the invitation to star endorsement is an effective way of corporate propaganda, not only in the Internet, many traditional enterprises have many classic cases. The invitation star endorsement really can make the enterprise's popularity to rise quickly, but for the Internet enterprise is not far from the influence, can only say speeds up the Internet brand construction, draws lessons from the traditional enterprise's experience, and applies it to the Internet domain. With the development of Internet, more and more enterprises realize the importance of brand value to the growth of enterprises, inviting star endorsement is a natural phenomenon.

"' burning money ' can be seen in two ways, if their products and services have not been well done, but put a huge amount of money in advertising, such behavior is a ' burning money ' behavior; If an enterprise has accumulated its products and services to a certain level, and have enough confidence to retain users, To provide users with unique value, in the construction of more funds, is not a kind of money-burning behavior, but a strategic development needs. If a number of enterprises in product services on the model is similar, or there is a strong competition between them, if the brand building can quickly enhance the brand's influence and brand loyalty, the invitation to star endorsement is a good means of competition. "Haijun said.

Of course, according to the development process of China's internet industry, every large-scale internet company "burning money" to promote the promotion behind all have the power of capital. If the 2000-year wave of excitement has made ordinary Chinese people aware of what is online, the 2011 boom seems to be telling consumers how to make our lives easier with the Internet. From this point of view, some people believe that the "burning money" for consumers to use the Internet to promote the role of education is worth affirming, the promotion of the industry is also obvious.

As to how the Internet industry should develop rationally, healthily and steadily, many people in the industry believe that the key to solve their own products and services is the core value of the problem. or any Internet enterprise in its development process, must through the effort, constructs has the unique value the product and the service, and forms the sufficient competitiveness. It's not a fundamental question as to how fast or how big a investment it is to shape its brand. If enterprises in products and services have formed enough competitiveness, even if the investment to carry out brand building, is still a healthy, rational development.