“
Watch the various aspects of the pottery industry quietly, and comment on the pottery people.
You have stories and I don’t drink. The truth is just as easy to get drunk on.
The 19th issue of [Spicy Review] is coming, please prepare the watermelon and small bench for the ceramic people.
”
01
On July 29, 2021, Guanzhu Ceramics officially announced that Di Lieba will become its brand spokesperson. This is another big move for Guanzhu Tile in its celebrity endorsement strategy after signing Angelababy (Yang Ying) as the spokesperson in 2016.
With this big move, the two topics Guanzhu Ceramics launched on Weibo #和Dilraba Renew Home# and #Guanzhu Ceramics Brand Spokesperson Dilireba# received a total of 500 million+ views. (Quoted from the article "Guanzhu Ceramics Brand Spokesperson, Dilireba officially announces to dominate the screen!" on Guanzhu Ceramics' WeChat public account), the product promotion effect is huge.
Photo source Guanzhu Ceramics official Weibo, infringement and deletion< /span>
However, some ceramic tile dealers do not agree with this wave of operations. They left messages in the comment area of China Ceramics Network’s Douyin video “Guanzhu Ceramics Officially Announces New Spokesperson”: “Consumers pay the bill”, “How much does this spokesperson cost? How much does each tile stall cost on average”, “All products, as long as there are If you bring salt, the price will be high”…
It must be noted that those who left such comments were dealers of other ceramic tile brands. Why do they say such things? To borrow a sentence from a dealer of Guanzhu Tiles in the comment area, "People who can't eat grapes say grapes are sour."
Yes, this is the "sour grapes mentality" phenomenon that is common in the ceramics industry and is looked down upon by those with a broad mind. To put it boldly, if the ceramic tile brands joined by dealers who say grapes are sour also sign Ming Dynasty spokespersons, they will be more excited than anyone else and promote it more vigorously than anyone else!
02
Putting aside the "sour grapes mentality", for companies in any industry, hiring celebrity endorsements has at least three effects.
The first is to increase the brand’s exposure. Celebrities refer to people who have certain influence in a certain field, including but not limited to famous actors, singers, entertainers, athletes, etc. Since celebrities are celebrities and have certain influence, it means that companies asking celebrities to endorse brands can easily attract people's attention and attract the attention of the audience, thereby increasing the brand's exposure and ultimately expanding the brand's popularity.
The second is to improve the credibility of the brand. As a person with a high reputation and strong influence in a certain field, a celebrity has a special "physique" with credibility. When companies hire celebrities to endorse their products, they can increase the credibility of the brand and win the trust of potential users.
The third is to improve the brand's favorability. It is a very common mentality to love the house and the house. Fans who are star-chasing will generally have a favorable impression of the brands endorsed by their idols. It is not difficult for companies to hire celebrities to endorse the brand, thereby stimulating fans' love for the brand and further enhancing their stickiness with the brand.
Picture source network, intrusion and deletion< /p>
Specifically for fast-moving consumer goods companies, in the post-Internet era where traffic is king, hiring celebrity endorsements can also achieve greater value - live streaming to deliver goods.
For ceramics companies, in addition to improving the brand's exposure, credibility, and favorability, inviting celebrities to endorse has a more special role and significance.
As we all know, due to the attributes of semi-finished products and the characteristics of low attention and low frequency consumption, it is difficult for ceramic tiles to directly reach consumers. The vast majority of ceramic tile companies use dealer sales channels as their main sales channels. The vast majority of ceramic tiles Brands are just industry brands (channel brands) and cannot be called consumer brands.
Based on the unique industry background, it is not so much that architectural ceramics companies hire celebrity endorsements to capture the minds of consumers, but rather to expand dealer channels. Manufacturers hire celebrities to endorse their products. From a positive perspective, it can be said that it is to enhance dealers' confidence in the brand. From a negative perspective, it can also be said that it is for the dealers to see. The main function is to attract investment, not for consumers.
Because of this, the celebrity endorsement strategy of building ceramics companies is more likely to achieve the desired effect, in terms of appeasing dealers and attractingIntended dealers play an immediate role; at the same time, because of this, the celebrity endorsement strategy of building ceramics companies is more likely to become a mere formality. Often due to insufficient attention or reluctance to invest, they end up endorsing for the sake of endorsement, and end up buying even the chicken. Not knowing the embarrassing situation of not buying soy sauce.
03
What is a formal celebrity endorsement?
Let’s first take a look at the four realms of celebrity endorsement in the field of building materials and home furnishings, including building ceramics.
The first level: ask first- and second-tier or lower celebrities or has-been celebrities to endorse you. Due to the limited influence of the celebrities invited and the lack of supporting brand promotion, although celebrity endorsements of this level have a certain effect, the form is often greater than the content, and the effect is not so obvious.
The second level: asking first-line popular celebrities to endorse. Celebrity endorsements at this level basically belong to "lalang match". Although the influence of the invited celebrities is large enough, their own temperament, personality, image and the brand's temperament, personality and image cannot be conveyed to consumers well. Matching fails to make a fuss about the fit between the star and the brand, and the supporting brand promotion is not enough. Often the charm of the star overwhelms the brand's style, and the effect is greatly reduced.
Celebrity endorsements at the first and second shallow levels are mere formality celebrity endorsements.
Picture source network, intrusion and deletion< /p>
Subject to the attributes of semi-finished ceramic tiles and the characteristics of low attention and low-frequency consumption, in addition to being difficult to achieve practical results in live streaming, the celebrity endorsement strategy of ceramic tile companies can also be highly developed. This level is the third and fourth realm of celebrity endorsement in the field of building materials and home furnishings.
The third level: inviting first-line popular celebrities to endorse and be closely integrated with the brand concept. Unfortunately, there are very few brands that can reach this level in the field of home building materials.
The fourth level: the star plays a supporting role and the brand plays the leading role. At present, although there are home building materials brands working towards this level, it seems that no one can really get started.
04
Of course, there are pros and cons for companies to hire celebrities for endorsements, and it is a double-edged sword.
On the one hand, celebrities are an excellent medium for brands to reach the public, bringing with them fans and traffic; on the other hand, celebrities are like a "ticking time bomb" that is in danger of "exploding" at any time.
If the celebrity endorsement strategy is done well and the celebrities you invite sit upright, act upright, walk steadily, and stay popular for a long time, the company will naturally become successful and gain both fame and fortune; but once the celebrity endorsement strategy is messed up, especially The invited celebrities lose their moral integrity and trust with the people and society due to various factors, and the company will "lose both the wife and the soldiers."
Picture source network, intrusion and deletion< /p>
Don’t talk about things that are far away, only talk about things that are close. For example, Mr. Wu, who recently got into serious trouble for committing suicide, has caused immeasurable damage to more than a dozen brands he endorses; another example is Mr. Wu, who has been ridiculed by the crowd for his inappropriate words in the past few days. Each brand also brings untold difficulties.
Therefore, although the celebrity endorsement strategy has many benefits and good results, companies must be cautious when dealing with it. First, they must carefully consider whether to invite celebrities to endorse, and secondly, they must scientifically evaluate which celebrity they should invite to endorse.
(Author: Chan Can)
