Recently, due to the exposure of brand spokesperson Li Moudi’s prostitution scandal, Piano Home Furnishing quickly issued a statement to terminate all cooperation with it. As soon as the incident occurred, it once again aroused concern and discussion in the home furnishing industry about contracted celebrity endorsements.
Many ceramic companies have signed celebrity spokespersons in 2021
According to media statistics, from January to October 2021, at least 23 brands in the field of home building materials have changed their celebrity spokespersons. In October alone, 5 companies officially announced new spokespersons, including Markor and Clover. , Vantage, Guanzhu Ceramics, Sikexin, Weiyi Customization, Yueying Home Furnishing, Mengjie, Xiaomi Smart Home, Robam Electrical Appliances, Xilinmen, Shuanghu Home Furnishing, Wangli Security, Joyoung and other home building materials brands.
The topic returns to the construction and ceramics industry. Since 2021, ceramic tile brands have successfully signed celebrity spokespersons, and marketing actions to enhance brand awareness are also common.
On January 29, SMIC Tiles officially announced that Sha Yi and Hu Ke would become SMIC brand spokespersons, launching a new brand endorsement strategy for 2021.
On April 18, Guanxingwang Ceramics signed the women’s volleyball world champion and well-known writer Zhao Ruirui as the brand spokesperson.
On May 9, piano master Lang Lang successfully joined forces with Champion Tiles and became the exclusive spokesperson for Champion brand ceramic tiles.
On July 29, Guanzhu Ceramics officially announced that Dilireba became the brand spokesperson. #Guanzhu Ceramics Brand Spokesperson Dilireba##和DI Lieba Renew Home Together# and other Weibo-related topics were posted on the same day Rushed to the hot search list on Weibo.
On August 8, badminton world champion Sun Yu officially joined hands with Zhaobang 1018 Tile and became the brand spokesperson of Zhaobang 1018 Tile.
In late August, Fengdu Ceramics signed a major contract with the new generation of kung fu movie star Xiang Zuo, officially launching the celebrity endorsement brand strategy and promoting a comprehensive upgrade of the brand.
On October 19, at the Yueqiang Grandmaster Spokesperson Conference and Brand Upgrade Media Meeting, Yueqiang Ceramics officially announced the actor who plays Bruce Lee——Hong Kong martial arts star Chen Guokun is the brand spokesperson.
In addition to the above ceramic tile brands that have signed celebrity endorsements this year, there are also ceramic tile brands in the industry that have celebrity endorsements:
Dongpeng Tiles——Liu Tao
Shunhui Ceramics——Li Bingbing
Asian ceramic tiles - Louis Koo
Baite Ceramics——Huang Xiaoming
Anji Ceramic Tiles·Bathroom——Huang Shengyi
Marshal Tao Tiles - Donnie Yen
New Henglong Ceramics——Sun Yiwen
Romario Tiles - Judd Trump (snooker star)
……
Spokesperson launches brand rejuvenation strategy
At present, young consumer groups represented by those born in the 80s and 90s have emerged and become the main group of home consumers. The consumer demand of the new generation is driving the development of the industry, and "rejuvenation" has gradually become a strategic direction for brand upgrading. The field of home building materials is gradually ushering in a wave of youthful consumption. Many brands are trying their best to present youthful images and products, trying to take advantage of the trend through a combination of new positioning, new products, and new marketing. Signing a celebrity spokesperson is a way for the brand to promote youthful upgrading.
For ceramic tile brands, the characteristics of low attention and low frequency consumption of products make it difficult to increase exposure and open up consumption channels for young groups. However, with the influence of celebrity spokespersons among young consumer groups, the brand can quickly become popular. Effectively enhance brand awareness and market awareness. Among them, the most typical case in the building ceramics industry is Guanzhu Ceramics signing Dilireba as its brand spokesperson.
It is reported that the official announcement of the brand spokesperson of Guanzhu Ceramics aroused high-frequency heated discussions and the attention of the entire media on the same day. Weibo-related topics have hit the hot search list on Weibo, and the subsequent marketing exposure data is also quite astonishing. So far, the number of views of the topic #Guanzhu Tile Brand Spokesperson Dilireba# has reached 1.11 billion. as a young manA top star who loves and pays attention to, Dilireba has a huge influence among young consumer groups. Through this cooperation, Guanzhu Ceramics has greatly opened up the awareness of the young consumer market and laid the foundation for the rejuvenation of the brand. Base.
The most important thing when choosing a celebrity spokesperson is that it matches the brand's development needs, public image, marketing positioning, etc. Due to the attributes of semi-finished products and the characteristics of low attention and low frequency consumption, it is actually difficult for ceramic tiles to directly reach consumers. Compared with fast-moving consumer goods companies signing traffic stars to achieve sales benefits in a short period of time, the more important role of signing spokespersons for ceramic tile brands is actually to output a positive brand image and youthful IP positioning. Guangdong Qiang Ceramics, which recently signed Chen Guokun as its brand spokesperson, did so out of such considerations.
It is understood that in light of the current industry status quo where young people are rising and becoming mainstream consumer groups, Yueqiang Ceramics has made the decision to turn its brand into IP, taking "Cantonese culture" as its brand cultural heritage and extracting it from Kung Fu, a branch of Cantonese culture. With the image of Bruce Lee as the core element, Bruce Lee's actor Chen Guokun was signed as the brand spokesperson to create a brand image of "the master of ceramic tiles".
A "strange trick" to seize the wave of younger consumption
Younger consumption does not only refer to the consumption of young people, but also includes the consumption preferences of young people and the widespread youthful consumption trend in society. Typical characteristics of young consumption include: focusing on the satisfaction of individual needs and hobbies, and advocating for trends, health, appearance, fun, national trends, etc.; liking products with a strong sense of emotional substitution, and showing a high pursuit of appearance, etc. .
Therefore, driven by the wave of younger consumption, if they want to get close to the new generation of main consumer groups, ceramic tile brands not only sign celebrity spokespersons, but also cross-border cooperation and joint branding, national trend marketing linkage, activation of brand cartoon image IP, Emotional stories link brands and other "strange tricks".
This year, the ceramic tile brands that rely on cross-border joint branding to "break out" include Melco Marble Ceramics and Samit Ceramics. Melco has reached a cross-border cooperation with HEA, an original national fashion brand. Not only has it launched a variety of joint products, but the "Melco Original National Fashion Pavilion" with HEA symbols as design elements also made a splash at the 2021 Spring Ceramics Expo. Samit Ceramics is a cross-border cooperation with the internationally renowned animation Doraemon to create a trendy IP image. It was collected at the 2021 Foshan Tanzhou Ceramics Exhibition.Gained great popularity.
Melco×HEA co-branded products
Samit×Doraemon joint product
Guanzhu Ceramics cooperated with People's Daily Cultural and Creative Industries to launch a series of cultural and creative products "Huamai", and jointly launched the joint space "Huamai Heritage" in Xi'an for the first time, and launched the Guanzhu Ceramics brand for the first time The IP image Hanfu version "Little Red Brick" has received a large amount of traffic; the White Rabbit Ceramics brand has been refreshed, and the cartoon image IP "Energy Rabbit" has been launched to quickly bring the distance between young consumer groups and the brand; Huiwanjia Ceramics launched the "Twelve Constellations Warmth" "Men's Illustrated Book" series of stories arouses emotional resonance among consumers...
Guanzhu Ceramics × People's Daily China Trend Joint Space "Huamai Inheritance"
White Rabbit Tile Super IP "Energy Rabbit"
Huiwanjia Ceramics' "Twelve Constellations of Warm Men Illustrated Book" Series Stories
At present, the marketing actions of home building materials brands to promote youth strategies have become a mainstream phenomenon. Some industry insiders analyze that due to the impact of younger consumption, the pattern of the home construction and decoration industry may be rewritten. It is expected that the shaping of the core competitiveness of enterprises will require re-exploring the road and finding new ways of playing.
(Author: Sitao)
