"It costs more than 10 million yuan to hire Jackie Chan for advertising, but it doesn't cost a penny to do it yourself!" In the past few days, the words of Dong Mingzhu, chairman and president of Gree Electric Appliances, aroused people's interest. This reminds people that the slogan "Good air conditioners made by Gree" that was painted by Jackie Chan seems to have disappeared for a long time, and was replaced by a "air conditioner" co-starred by Dong Mingzhu and Wanda Group Chairman Wang Jianlin. No electricity” ads.
Some people say that Dong Mingzhu is too stingy, and Wang Jianlin, another Wanda Group chairman who appeared in the advertisement, did not spend any money. The style of the commercial is concise and domineering - Wang Jianlin asked Dong Mingzhu whether Gree central air conditioning does not cost electricity. Dong Mingzhu replied "Yes, it uses solar energy". Wang Jianlin then happily said: "Then I can save 1 billion yuan in electricity bills every year."
Dong Mingzhu attributed the reason for her personal endorsement to "saving costs". She even believed that spending tens of millions of yuan on a celebrity endorsement "is a waste." In the author's opinion, Dong Mingzhu's move not only saves money, but is also great value for money. It is also a fashionable approach that follows the trend. She is the "best spokesperson" for Gree Electric Appliances.
According to reports, the termination of the cooperation between Gree and Jackie Chan is completely a normal expiration of the cooperation period, and there is no question of who is dissatisfied with whom. It is undeniable that as celebrities' private lives become more exposed, there is an increasingly uncontrollable trend of seeking celebrity endorsements.
Once upon a time, when the first season of The Voice of China had just finished airing, Li Daimo became very popular. Suning was the first to sign him as an endorsement. Li Daimo’s advertisement could be seen in the subway. After Li Daimo was caught taking drugs, Suning immediately took all his advertisements offline, and another Lenovo agent who approached him for endorsement did the same. Although there must be a compensation plan for celebrities in such incidents, for companies, losing money is a trivial matter. What is even worse is that the investment in advertising is wasted, the pace of publicity is disrupted, and the company's image will fall. Who can reason? !
On the other hand, various rankings and evaluations such as various wealth rankings and China's Economic Person of the Year have introduced entrepreneurs to the public, and the public has become familiar with the struggles and experiences of entrepreneurs in starting businesses. Chinese entrepreneurs no longer look the same as wearing suits and ties, sitting in executive chairs, holding pens and signing contracts. They have an image and style. Pan Shiyi likes to drink juice, Yu Minhong is a bit of a "mountain gunman", and Zhou Hongyi likes to talk. Their images have been familiar to the public. This lays the foundation for entrepreneurial endorsements.
Although it is inevitable that the boss of a company endorses his own products because Wang Po sells melons, but who knows his own products as well as Wang Po does? Dong Mingzhu, who worked on the front line of sales, blurted out all the performance of air conditioners, but the celebrities who endorsed them knew little about the products they endorsed. Dong Mingzhu can be responsible for the safety of the products. Celebrities often have never been to the production line, which makes it difficult for celebrity endorsements to be convincing. force. Compared with the celebrity's perfectly photoshopped face, the determination and uncompromising expression in Dong Mingzhu's eyes are more touching.
Another problem is that it is appropriate for Little S, who is pregnant, to endorse maternal and infant products, but it seems inexplicable to ask Jay Chou, who is worth millions, to endorse electric vehicles. A bottle of mineral water, even if it is endorsed by Wang Leehom, what will happen? It’s not as interesting as the squinting Jack Ma exaggeratingly taking a sip of the Evergrande Ice Spring - no coincidence. When Alibaba signed a contract with Evergrande a few days ago, Jack Ma did not forget to praise Evergrande Ice Spring for "a sip of ecstasy that will melt your bones."
More and more mature consumers no longer like high-profile celebrities and big productions. Today, the most effective communication style is "unruly, cute, and heart-breaking", or Convey the brand’s values. As long as you do this kind of advertising copy, millions of netizens on the Internet will naturally help you complete the promotion task. Just like Chen Ou, the founder of Jumei Youpin, which just went public, he transformed himself into a representative of the struggle of the post-80s generation, arousing the excitement of mainstream consumers on group purchase cosmetics websites.
It is not difficult to see from this that Dong Mingzhu is smart. She transfers people's impression of her ability to trust in the product. Once this account is settled, I believe that in the future advertising industry, it will be more common for entrepreneurs to personally participate in advertising than to hire celebrities at high prices.