Lu Yi endorsement of sunshine lighting star endorsement

[Text|High-tech LED lighting channel reporter Zhou Jianhua] Faced with the surge in demand for lighting terminals, lighting companies have tried their best to capture the local market. For a time, celebrity endorsement news has come and gone.

This is not the case, the "2015 new product and market strategy conference" is being held all over the country, and once again, it has thrown a big hand and signed the film star Lu Yi as the spokesperson. This adds important weight to Sunshine Lighting's successful development of the domestic market.

Celebrity endorsements into the city "strength"

“Nippon Lighting found the actor Huang Ying as a spokesperson in 2013, and it is really good for sales. Not only in the provincial capital of Xi’an, but also when our channels sink into the 2nd and 3rd tier cities, consumers and distributors will also feel The familiar celebrity endorsement brand has quality assurance and more confidence.” Xin Jian, general manager of Xi'an Shengke Building Materials Co., Ltd. told the high-tech reporter that the sales of LED ceiling lamps of Nippon Lighting increased by more than 30% year-on-year.

Take Xi'an as an example. Although most merchants pay much attention to LED dynamics, their attitude toward “benefit bundles” is not positive. There are very few real LED brand agents, and there are very few monopoly image stores.

“Even if we represent a brand, we will only choose one or two of their most stable fist products to try the market first. We will not launch all of our product lines at once.” A dealer in the Tongtai lighting market said, “So it must be Choose a brand that has a distinctive product or a difference in image and marketing. Otherwise, it is difficult to quickly seize the market in the local area."

“In Shaanxi or the central and western regions, dealers have been more cautious about LEDs. Many dealers who represented a certain LED brand last year have parted ways this year. We are currently working with different brands in home, business, electrician, light source, etc. Look at the quality, market reaction and other effects will be fully promoted." Xin Jian said that a star endorsement is definitely a better bargaining agent cooperation chip.

According to the observation and summary of the reporter, since 2011, many lighting companies, especially LED companies, have launched their domestic channels, and the marketing events of celebrity endorsement brands have never stopped.

It is understood that Huang Wei is not the "first" star of Neptune's endorsement. In 2010, his image spokesperson was Chen Hao. According to Nippon's official statement, the upgraded product is like a superstar in the sky. This year, Nippon's product line continues to expand and expand to LED home lighting.

"In the past two years, lighting companies have been vying for money to ask for celebrity endorsements. It is nothing more than an increase in corporate brand awareness. More importantly, the LED brand pattern has not been determined. In the past two years, it has been the most critical period for channel development. Big." Lin Jilin, general manager of Mulinsen Lighting concluded.

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In recent years, some lighting companies have celebrity endorsements:

Herd mentality is easy to give birth to the "Red Sea"

High-quality distribution channels can help companies quickly open up the market, increase sales, and expand brand awareness and influence. And dealers will also make huge profits through cooperation with manufacturers.

"Now the LED lighting channel is in a situation of oversupply. There are so many good distributors, and all the manufacturers are vying for it. I almost get a call from different LED manufacturers every day." The dealers with sales of 200 million yuan told the high-tech "LED Lighting Channel" reporter.

He emphasized that the core resource of the manufacturer is the brand, and the core resource of the merchant is the channel. The main business objectives pursued by both parties are the increase in market share and profits. At present, the competition for channels, especially high-quality distributor resources, has entered a stage of white-hot, and various investment advertisements and investment conferences across the country are not uncommon.

According to the survey data of the High-tech LED Industry Research Institute, the current enterprise competition is fierce, the product homogeneity is serious, the price war is prevalent; the channel is difficult to establish, and most lighting companies are still in a tough period; how to quickly establish visibility and open the channel market becomes Most LED companies have top problems.

In terms of specific implementation methods, many companies have chosen to invite celebrity endorsements to expand their brand influence.

"LED lighting products customer group is mainly ordinary consumers, looking for everyone familiar with the stars to endorse their LED lighting products, is undoubtedly the way to build a brand faster," Gao Xiao LED CEO Zhang Xiaofei said.

"However, we should be vigilant. In the lighting industry, the phenomenon of 'herd mentality' is everywhere, and celebrity endorsements are no exception." The above dealers also pointed out.

For example, in the past few years, the industry leader Ou Pu Lighting held the same song in CCTV. After many CCTV lighting companies did not consider their comprehensive strength and actual needs, they rushed to show their faces on CCTV. Take the "CCTV brand" brand to fool the dealers and consumers, the actual effect of the advertisement itself is almost negligible.

Similarly, after the success of NVC Lighting in the invisible channel through the famous lighting design competition, many second- and third-line commercial lighting companies have followed suit, but the effect is very small; Sanxiong? Aurora pioneered the lighting industry celebrity endorsement, lighting lighting industry Celebrity endorsements quickly became popular...

Stars mean spotlights, which means attention, but celebrity endorsements must be so beautiful?

Yin Shi, who has operated the two celebrity endorsements of Zhou Haimei and Cai Shaofen, said in an interview: "Calling a celebrity endorsement is equivalent to using a weapon. If you don't have enough internal strength, you are likely to hurt yourself."

In response to celebrity endorsements, industry professionals generally believe that companies must first consider their own production, capital, human resources and other comprehensive strengths, and should be in line with the temperament of the spokesperson, in addition to the team has a higher execution, maximize the star effect, while Avoid the stars to grab the limelight of the brand.

Have a face to have a quilt

“The company has been doing production for 9 years, and the promotion is still too weak. After conducting research through a special company, we finally decided to ask Liu Qingyun to speak for our brand. His image is mature and successful, and the fan coverage is from young to middle-aged. Old age has it, it can be said to be deeply rooted in the hearts of the people." Wang Gongjie, chairman of Ford Lighting, told reporters.

At the same time, Wang Gongjie also said frankly: "In fact, the pressure to make this decision at that time was very great. The pressure is now very high. This is a "big money" risk, and the friends and family around us feel that this is crazy."

The reporter learned that for enterprises with an annual output value of more than 100 million yuan, the celebrity endorsement may not be expensive, and the expensive is the follow-up promotion.

After adopting the celebrity spokesperson, in order to achieve the marketing propaganda effect, it is necessary to invest in a series of brand image production and promotion expenses such as media promotion and event promotion. Therefore, in addition to the need to clarify the cost of the one-time payment in the previous period, it is necessary to make a detailed schedule of the post-exposure expenses to measure the risk of financial turnover.

And a brand endorsement to achieve good marketing results, the cost of its promotion is likely to reach more than five times the cost of celebrity endorsement.

"Please have a star, but other promotions can't keep up, especially the channel outlets don't have a considerable amount as a premise. Just like CCTV, consumers see that they want to buy but can't find your brand store. It's half the effort." Auman Technology Li Xiaoping, general manager of lighting, analyzed the solid terminal development and service, and relied on the brand of star marketing to achieve stability.

Liu Xiaojun, customer director of Flying Pig Star Brokerage, said: Today, the value of domestic first-line stars is between 2 million and 3 million yuan, and the value of big stars is 5 million to 8 million yuan, plus production costs, national promotion, and annual marketing at least. Tens of thousands of yuan. ”

"For example, just entering the initial stage, you should ask for a bigger star to quickly start the brand's popularity. If the brand enters a mature stage, you should find a more potential star. His reputation will continue to expand and he can enhance brand awareness. Just said the financial strength, one year sales of more than 100 million to consider the star, or the snake swallowed." Liu Xiaojun pointed out.

Nowadays, when many brands use celebrity endorsements, the usual mode is that the star holds the endorsement product, then yells the brand name of the product, or jumps and jumps, and finally plays the brand slogan. The effect of such direct advertising is that people often remember the stars and ignore the brand, because in such a scene, the weight of the star is far greater than the brand itself.

Stars must conform to the brand's scene. To make the star become the protagonist of the story, it is possible to show the brand's style, otherwise it will easily fall into the cliché.

"LED channel brand is still in a melee, only the LED brand intangible assets built in the hearts of consumers, is the company's greatest wealth. Therefore, no matter the brand, or marketing, only to understand the characteristics of consumers' needs, study their Purchasing psychology and purchasing behavior, enterprises can take the strategic opportunity. No matter how dazzling marketing methods can be separated from the demand position of the terminal market." Zhang Xiaofei reminded.