Gree advertisement into the dragon on Dongming is marketing failure?

A piece of spit, do not like can be directly turned off.

Before Gree replaced Jackie Chan's spokesperson, also feel very good, and the public opinion also sent a few micro Bo and Friends Circle, together a lively, but also because for a long time did not watch TV, also did not see the gree eldest brother Mingzhu and Wanda's eldest brother Wang two big enterprise parent-child Battle of Gree advertisement exactly is what appearance, A few days ago accidentally on the outside of the TV to see Gree's new ads ... I have to say, this advertisement is not as good as Jackie Chan's endorsement ads, rotten to the very level.

About Gree's new advertising how rotten, after the text slowly read, first to review the Mingzhu why to replace Jackie Chan this spokesperson.

Mingzhu's argument is cost Theory: "A year after all, save 10 million Yuan", in another interview, Mingzhu said, "Please star advertising a year to 10 million or 20 million yuan"; but considering gree in CCTV a year 2~3 million of the launch, the national total launch is astronomical, cost said a bit unreliable.

Can associate with Gree and Jackie Chan this year's big news, in fact, can speculate gree change the real idea of the spokesperson of the Dragon:

-In 2104, CCTV Mingzhu choked the Thunder Army, five years later than the turnover, the loss of 1 billion;

-http://www.aliyun.com/zixun/aggregation/33721.html ">2014 year April, Gree employees in the factory dispute, outside said to be a strike, Gree official statement is a dispute, triggering outcry;

-As for Jackie Chan, in addition to the film at the box office continued to be good, the recent changes in the senior level, there is no possibility to affect the big coffee in the mainland's performing business, all need to observe ...

As for the outside world many people say Cheng long endorsement effect is not good, if the data do not tell lies, regardless of Jackie Chan's effect, but gree in Jackie Chan endorsement of the 4-year growth is a good fact:

Jackie Chan endorsement of the previous year that 2009, Gree electric appliances total revenue is only 42.637 billion yuan, compared with the previous year is almost zero growth, and 2010 years of the endorsement of the Dragon, Gree achieved up to 42.62% year-on-year growth, 2011 the data for 37.35%, Its 2012 year-on-year growth rate of 19.43%, 2013 Gree to achieve an increase of 19.44%, now Gree has easily crossed hundreds of billions of scales-if only from this data, gree in the change to Jackie Chan, it may be difficult to have such a growth bar, of course, this may be related to the big environment, More and every enterprise will inevitably face the ceiling also related.

Therefore, Jackie Chan is not endorsement of the real reason gree air conditioning, can exclude ads useless said and gree no money to say, then the real reason to guess the following:

-From 2010, the Cheng long endorsement of Gree to not endorsement, over the past four years, in accordance with the general contract endorsement, Short is also 2 years, Long Point 4 years, it should be said that the dragon is not in the role of the spokesperson is likely to be the normal business process, but in the deliberate publicity of gree, so it caused a lot of people think is to replace Jackie

-Special attention is needed Mingzhu's age is already 60, Gree is a state-owned enterprise, the 2014 state-owned enterprise reform the most attention, so Mingzhu also become more high-profile than before, on the CCTV giant gambling, and then personally endorsement, etc., are likely to dissolve the outside world for the transformation of gree interest ...

So, whether it is gambling 1 billion or to change the speculation of the dragon, in addition to Gree deliberately PR spread, do not rule out other possibilities.

Ran away, there is a little gossip inside the devil ah ... Back to the topic of marketing, to talk about why "replace the dragon on the Dongming" is a marketing failure.

First of all, the replacement of spokesmen or simply do not use spokesmen, for the enterprise is normal, the spokesperson in the brand formation, shaping and maintenance and operation of the importance, according to the industry and products are different.

We can see a lot of industry for the spokesperson has a strong dependence, such as sporting goods such as FMCG, but there are many industries without spokesmen can also handle the whole brand marketing, so the importance of the spokesperson is different from person to person.

On how to choose the spokesperson, in addition to who red election, in fact, each company has its own methodology, the current concept of popular, in fact, has a strong data analysis to support the selection of spokesmen, recognized several points below (from search):

1th, the star's preference crowd and product target audience is consistent;

2nd, the star's intrinsic temperament and brand's intrinsic temperament is to be adjusted;

3rd, the star's personal quality is reliable;

Finally, the star's endorsement fees and whether within the scope of tolerance.

Of course, these four points are on paper, practice often sword walk slant, such as Edison Chen comeback endorsement Ling Shi is quite wonderful advertising spokesperson's success case ...

Secondly, the first task of endorsement advertising is to have the degree of identification.

Although Wang is the richest man, Mingzhu is a big entrepreneur, but in addition to those extreme financial news enthusiasts, how many people can be clear to Wang and Mingzhu these two individuals have enough identification?

Don't talk about ordinary people, that's me. The relatively active financial news enthusiast was surprised to see the news by the two big entrepreneurs in the financial programs of the domineering in the ads are not at all ...

Again, the filming of advertising film in addition to Harting, in fact, there is a little artistic and aesthetic.

Some people say that Cheng long endorsement of the Gree advertising film is very simple, but Jackie Chan's advantage is large enough, all sectors and regions take all, and Mingzhu and Wang version of the Gree ads basically no advertising art aesthetic existence ... Even the simplest Harting model of advertising is slightly inferior, and in order to highlight the two large coffee players, overestimate the entrepreneurial public influence and identification, but also underestimate the aesthetic of the TV viewers ... An English word: low!!

For the use of the spokesperson of the Enterprise, the Universal entertainment is a good news in recent years, so on the one hand, the spokesperson more and more coffee, from the domestic line to Hong Kong and Taiwan, from the South Korea to the Hollywood superstar, the spokesperson of Chinese enterprises are also increasingly expensive, so the corresponding "entertainment marketing"

Invest heavily to recruit spokesmen in addition to shoot ads, but also to attend activities to participate in corporate culture construction, and so on, the more successful case is China Mobile and Jay Chou had long-term cooperation in the music field line under the activities of a very rich and colorful.

and invite two "high-end atmosphere internationalization" entrepreneurs do endorsement, away from entertainment marketing too far away from the financial topic too close, not enough fun fun, belong to the sea.

But this is the rich people's game, enterprises feel cool, outsiders just on lookers.

So, the parents, later chat to Gree and Jackie Chan, or suggest some objective and neutral, can see gree This company's brand marketing ideas, is this.