Please star endorsement or into the electric trademark with

Absrtact: May 16 News, because of "palace" and popularity of the popular actress Yang recently hot, following the endorsement of classified information site 58 with the city, recently served as a joint by Baidu and the climate organization of large-scale online public welfare activities million miracle million forest love

May 16 News, because of "palace" and popularity of the hot actress Yang recently hot, after the endorsement of classified information site 58 with the city, and recently served as a joint by Baidu and the climate organization of large-scale online public welfare activities, "million miracle" million forest Love ambassadors, in addition, including fashion-type consumer shopping website catwalk network, In-shoe business enterprises are happy to buy their endorsement.

It is noteworthy that in Yang by the Internet companies behind the pursuit of the domestic electric business enterprises are set off the endorsement war, have invited the popular star endorsement. According to the full network CEO Feng revealed that the common way has been difficult to attract more eyeballs, but the star endorsement can attract more attention.

Please star endorsement or into the electric trademark with

In yesterday by Baidu and climate organization "million miracle" public activities, good to buy public relations head Zhaoshe Bing encounter embarrassment, originally the company is inviting star endorsement, and I met like the red actress Yang, one want to invite Yang for good music to buy endorsement. However, Zhaoshe Bing's words just said the export has been Yang agent Zhao Joeyau refused.

Zhao Joeyau to Zhaoshe Bing revealed that Yang has signed a fashion class consumer shopping website Show Network, there are related agreements, can not endorse the same kind of electric business website. Although Zhaoshe Bing repeatedly explained to Zhao Joeyau, good music to buy is the online shoe city, and go to show network is not too much competition relationship, but still rejected.

In fact, Zhaoshe Bing's encounter is only a microcosm of the electricity business industry, the current major electric companies are competing for star endorsement. Last year, the domestic electricity industry received more than 1 billion U.S. dollars in financing, this year still has a lot of money pouring into the market, the most recent example is the Wal-Mart investment in the number one shop. Under the impetus of the capital, the domestic electric business advertisement has been rising prices, and began to embark on the road of star endorsement.

Not long ago, the handle network has just announced the invitation to GE as its spokesperson, interpretation of the handle network "Low-carbon Happiness of new ideas", handle network CEO Wu said this round of advertising in addition to the subway, bus stop and other outdoor advertising, but also in the television stations, including a set of a paragraph. In the handle network selected spokesperson, a number of group purchase sites such as group treasure nets, Poly-Mei excellent products have also invited Rundong, Han Geng and other film stars as spokesmen.

In addition to group-buying sites, large apparel business customers who have already been in the star endorsement of the front, last year invited Han, Dan endorsement, advertising in the outdoor and subway flying around the sky, where the customer and the continuation of the "I am a guest" of the civilian position, by virtue of xiaoming again to become a

In addition, the former has been relying on Word-of-mouth and hit advertising marketing of footwear consumer website Good buy also change the strategy, in the near future a new round of tens of millions of U.S. dollars financing has also launched a star endorsement program. Good happy to buy CEO Li Shubin said recently, the company after four years of development of basic stability, has now refined operations and brand building on the agenda, do not rule out the future will also be invited to star as spokesperson. The specific strategy and details are temporarily inconvenient to disclose, but in the brand communication will have big action.

It is reported that this round of electric business industry launched the endorsement war makes stars and brokerage company to become a big winner, like the popular actress Yang in addition to the endorsement of classified information site 58 with the city, but also as the Baidu "million miracle" public welfare activities million forest love ambassadors, and signed a fashion class consumer shopping site Show

The industry to Tencent technology blasting material, Yang Power endorsement 58 with the city's price between 2 million to 3 million, GE endorsement handle the price should be around 5 million, Weibo queen Yao Chen endorsement net price about 8 million. He even pointed out that in order to quickly enhance brand awareness, expand influence, inviting stars endorsement of the future or will become the electric business, group buying website "standard".

Burn money to gain more eye attention

Earlier, Chen Yao Chase donkey Advertising has made net much attention, but soon that there is news that net nearly half a year inside the subway, public transport, CCTV ads, the most recent one to spend most of the money quickly spent. Although net CEO Yang Hao Chung through micro-blog said rumors are not true, but this still shows that the cost of star endorsement is very high.

Full CEO Feng Tencent Technology, Electric business Enterprises invited star endorsement is in general marketing means to play a certain stage after the new attempt, ordinary way has been difficult to attract more eyeballs, but please star can attract more attention. Of course, can invite star at least input will reach 200 to 3 million yuan, plus production fee, national promotion, a marketing may at least tens of millions.

Even if the celebrity endorsement is expensive and the most advertised is not necessarily a winner, the full web is determined to try to invite a celebrity endorsement. According to Feng, there is already a timetable for the full, potential celebrity spokesmen including Hong Kong star Wu, International star Zhang Ziyi.

Handle CEO Wu said, looking for star endorsement is mainly to help the enterprise marketing and dissemination, inviting stars GE to handle is an attempt, mainly feel GE style and handle close, have affinity, integrity, affordable. Talk about now more and more electric business enterprise to look for the star endorsement phenomenon, Wu that this represents the electric business industry more and more mainstream.

Although the invitation to star endorsement may be tens of thousands of millions, Wu said the handle is not to make money, but spell service. "Of course, the cost of endorsement will not be paid by consumers." "Wu's confidence comes from another round of fundraising this year. According to the previous report, in April 2011, the handle network announced the completion of the C-round financing, financing amount of up to 110 million U.S. dollars. By the end of the day, the handle network completed the rounds of financing, the total amount of financing over 160 million U.S. dollars.

Last year, a good buy announced that sales have reached 200 million yuan, the target of 600 million this year, the interior of the wild is set in the scale of 1 billion yuan, which has been not tried to endorse the good music to buy also at the endorsement began to "cost", recently hyped International F star will speak.

Li Shubin that although China's e-commerce market is still in the development stage, but many enterprises have gradually showed the embryonic development of mature companies. The crazy development of the past means the arrival of fine operation, and the establishment of corporate brand will appear particularly important. The establishment of the brand can make the enterprise stand out from the industry, and can attract more users ' attention.

In Li Shubin's view, in the process of building brand culture, please star endorsement is a direct, simple way, because the star can use their influence, let users pay attention to the star at the same time also focus on products.

For the current electricity market advertisement overwhelming phenomenon, Beijing Gordo technology CEO Xu Xiaohui table different views, he thought that the business of the savage growth, want to run into a sprint, advertising has become the most important way of marketing promotion. The industry itself has hurt itself by getting big capital supporters trying to build a flow threshold, regardless of the savage drop in ROI.