Celebrity endorsement hardware industry's wound paste

In 2010, with the change of the big economic environment, there was a retaliatory rebound in the hardware industry, and hardware companies showed 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 Ken Shi locks, Wen Bixia endorsement Baolong wallpaper...

Walking in the streets and lanes, billboards, doors and windows and other hardware products on billboards, movie stars, singers, laughing stars, "stars shine," 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 celebrity “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 Jinkaide Industry and Trade Co., Ltd., established in 2007 as an example. This company is a “super dark horse” for Yongkang 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 dialysis endorsement

The hardware industry blew up the brand endorsement style, and it has become increasingly fierce.

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, celebrities also invited advertisements to be voted, but consumers seemed indifferent and sales did not show any significant increase.

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?