Floor brand image can only rely on celebrity endorsement?

"Chinese floor" is a powerful group, but what about the individuals under the collective? When it comes to floors, how many floor brands can emerge immediately in consumers' minds? Guide everyone to begin to really pay attention to their own floor brand building and maintain it.

Imagine that you can see Coca-Cola's tendency to think of "Coca-Cola". When you see chicken-chicken wings, you immediately think of "KFC" and "McDonald's." If you want to buy a laptop, your brand is "Apple". ...

Talk about the story of the floor and the stars that the current floor industry, film and television stars as the image of spokesmen everywhere, but the earliest number of 2002 hired Guan Zhilin as floor spokesperson. Dale pioneered the flooring industry and adopted the image spokesperson's strategy. He invited Hong Kong superstar Guan Zhilin to speak for his product. In just over a year's time, Del Floor has achieved the highest sales in the industry. The great power of the star strongly shocked the Chinese floor industry. After Del's debut of the celebrity endorsement, a celebrity endorsement swept violently, followed by Feringal Eng hired Zhu Yin.

The next Maxson floor was endorsed by Zhao Yazhi, Rui Jia floor was a coveted spokesperson, Nature floor was endorsed by Chen Daoming, Ken Di Asia floor was endorsed by Michelle Reis, Beaac floor was endorsed by Carina Lau ... ... endorsement activities can be described as the wind and water. It is also at this moment that the floor industry hires the ancestor of the image spokesperson: Del and Filinger have ceased their image spokesmen.

Expert Comments: Ask people to endorse carefully consider a lot of floor companies think that a celebrity spokesperson can let consumers remember their own products, in fact, this is a beautiful misunderstanding. There are many celebrity endorsement products, and it's not uncommon to see celebrities remembering the plots of his performances. It's really hard to think of his endorsement products because celebrities are famous for performances that bring good enjoyment to people and people can remember. He is nothing more than a profound memory of that wonderful enjoyment.

The floor brand image of any product is mainly reflected in the terminal display. To allow consumers to remember their own products, there must be distinctive products that can cause strong visual effects or senses, which is often referred to in the marketing community as differentiation. . Without characteristics, a homogenized brand cannot stand the market and can only follow behind others' ass. The image of the star in turn is worrying. The scandals of the stars are there every day. It seems that there is no clean self-confidence and I do not need to say more. The star seems to have discredited his own brand, and to serve the spokesperson's money to the masses or to invest in the quality of the product and to replace it with new ones, it is not a reflection of the strength of the company, and it is even more likely to win the customer's pro-Lai.

In a survey on celebrity endorsement ads, 66% of consumers said they did not like some of the celebrity endorsements of advertisements; 95% of celebrity drugs and health products they spoke about did not believe celebrities. Really used; for exaggerated celebrity endorsement, 90% of consumers believe that it will directly affect their impression of the star, that the celebrity should bear responsibility for advertising. In the past two years, with the exposure of quality issues from celebrity endorsements of medicines and foods, celebrity endorsement of such merchandise has become more and more cautious. This is one of the important reasons why celebrities have devoted themselves to home product endorsements.

The original intention of the company's celebrity endorsement is to enhance the brand image of the floor, expand the sales of products, and increase the performance. It is believed that consumers will unconsciously shift their love for stars to products, but with the proliferation of endorsements, consumers are also prone to aesthetic problems. Fatigue, in a random interview with reporters, more than 80% of consumers who are preparing to decorate do not care about who endorses the product, but only care about the quality of the building materials themselves. Therefore, the selection of corporate celebrity endorsements not only meets their own product positioning, but more importantly, the product quality is excellent and the service is guaranteed, so that it is easier to win the favor of consumers.