Some time ago, the well-known outdoor brands found the “artistic youth†Han Han to speak for the incident, which attracted the attention of all parties. For the time being, it seems that there is still a lot of rumors.
Following Han Han’s successful ascending father, the well-known writer Han Han’s scandal continued. The first was the impact of the “Little Three†incident, followed by the “USB†of Fang Zhouzi, the counterfeiter, and Han Han’s 2012 “returns†were quite numerous. In 2013, he broke the ten-million-yuan mark for the first time and accepted the invitation of China's largest outdoor brand camel as his endorsement. The cost of this camel's money has been found to be the tweet of many netizens.
According to Han Han’s staff, Han Han was very busy in 2013. In addition to writing books and racing cars in regular life, he will also plan to make films. At present, the most compelling news is that Han Han has invited thousands of Camel camels, the largest outdoor brand in China, to receive tens of thousands of endorsements and show his unique outdoor life. This time Han Han endorsed the outdoor brand and became a hot topic in Weibo. Since the equipment worn by the Chinese and Korean players in the poster does not seem to be suitable for climbing snow-capped mountains at the foot, it has attracted a lot of Tucao and slabs. How do you see this? "It has also become a hot topic of discussion in the footwear industry.
Endorsement is the key
In the footwear industry, endorsements are nothing new. First of all, let's first understand the endorsements. The so-called brand image spokesman is a person hired or molded by the brand, which can let people associate with their reputation, career, image, personality, and behavior to create a good impression on a certain brand. The mechanism by which brand image spokespersons function is emotional transplantation. The role of brand image spokesperson is to cause brand image association, reflect brand personality, cause brand recognition, and increase brand equity.
For the camel brand with an endorsement of 10 million yuan for Hanhan, the camel party stated that it was higher than the first-line star, certainly starting from tens of millions, but Han Han’s achievement in racing made it worth more than the entertainment star. In 2012 Han Han won the Chinese venue race, The championship image of the double-stamping championship of the rally is no doubt an added weight to its commercial value. In November last year, when Han Han represented Subaru on the occasion of participating in the Moore Railway Station of the Chinese automobile rally, he was photographed in a camel's suit and held a gimmick. The netizen was madly spread by netizens, which surprised the camel party and helped the smooth cooperation of the endorsers.
In this regard, the author has different opinions, can not deny that the use of brand endorsements can really promote the corporate brand, and the choice of spokesperson must be cautious, spokesperson is to serve the brand, only when the identity of the brand spokesperson and implied meaning and the brand When the spirit to be conveyed is in harmony, the spokesperson will help the brand's construction. On the contrary, if the spokesperson's identity and other information are inconsistent with the positioning of the brand, this combination will be a waste. To determine whether the presence of a brand spokesperson is valuable, corporate brand positioning is the key.
Fit is the focus
In view of the above, the spokesperson's choice must have a certain degree of agreement with the brand. To a certain extent, the spokesperson's choice must be consistent with the brand's brand spirit. When the brand positioning is clear, the brand spirit will be naturally reflected. At this time, whether the spokesperson itself can embody the spirit of this brand is particularly important.
Speaking of domestic outdoor brands, many people naturally think of Pathfinder as the "home-grown outdoor brand." Another word of this brand may be Wang Shi. At the beginning of the new year of 2009, Pathfinder formally held hands with Wang Shi, and this time, it was the perfect way to perfect the pathfinder's “Homeland's No.1 brand†and also created an excellent model for the selection of an outdoor brand spokesperson.
There is no shortage of outdoor industry use spokespersons, and Le Stéphane’s St. Fry is also not far behind, and St. Fry is positioned as “pan-outdoorâ€. As the name suggests, it is such a position to locate outside of the professional outdoor. Invited the Chinese mountaineering team captain Wang Yongfeng to create the outdoor brand of San Frye. After a series of reflections, Tianlun Tian chose the Huadiao, known as "China's Ultimate Outdoors Crossing the First Person," and the Lions will look Casting Starbucks, the first Chinese to go wild in Africa to protect wild animals...
With the continuous expansion of the outdoor industrial market, brand marketing has become a top priority for companies. The brand endorsement is also favored by the company because of its remarkable results. In 2013, Han Han endorsed the camel brand to see the strong marketing of camels and saw its ambitious, but it is still a developing garment company after all. It is still too early to say that it has achieved success. It can only be said that the development of the camel has proved an irrefutable truth: any company, whether its own product cost geometry, price, or high-end, needs to make it "pop", see, buy, This is the prerequisite for the development of modern enterprises.
According to Han Han’s staff, Han Han was very busy in 2013. In addition to writing books and racing cars in regular life, he will also plan to make films. At present, the most compelling news is that Han Han has invited thousands of Camel camels, the largest outdoor brand in China, to receive tens of thousands of endorsements and show his unique outdoor life. This time Han Han endorsed the outdoor brand and became a hot topic in Weibo. Since the equipment worn by the Chinese and Korean players in the poster does not seem to be suitable for climbing snow-capped mountains at the foot, it has attracted a lot of Tucao and slabs. How do you see this? "It has also become a hot topic of discussion in the footwear industry.
Endorsement is the key
In the footwear industry, endorsements are nothing new. First of all, let's first understand the endorsements. The so-called brand image spokesman is a person hired or molded by the brand, which can let people associate with their reputation, career, image, personality, and behavior to create a good impression on a certain brand. The mechanism by which brand image spokespersons function is emotional transplantation. The role of brand image spokesperson is to cause brand image association, reflect brand personality, cause brand recognition, and increase brand equity.
For the camel brand with an endorsement of 10 million yuan for Hanhan, the camel party stated that it was higher than the first-line star, certainly starting from tens of millions, but Han Han’s achievement in racing made it worth more than the entertainment star. In 2012 Han Han won the Chinese venue race, The championship image of the double-stamping championship of the rally is no doubt an added weight to its commercial value. In November last year, when Han Han represented Subaru on the occasion of participating in the Moore Railway Station of the Chinese automobile rally, he was photographed in a camel's suit and held a gimmick. The netizen was madly spread by netizens, which surprised the camel party and helped the smooth cooperation of the endorsers.
In this regard, the author has different opinions, can not deny that the use of brand endorsements can really promote the corporate brand, and the choice of spokesperson must be cautious, spokesperson is to serve the brand, only when the identity of the brand spokesperson and implied meaning and the brand When the spirit to be conveyed is in harmony, the spokesperson will help the brand's construction. On the contrary, if the spokesperson's identity and other information are inconsistent with the positioning of the brand, this combination will be a waste. To determine whether the presence of a brand spokesperson is valuable, corporate brand positioning is the key.
Fit is the focus
In view of the above, the spokesperson's choice must have a certain degree of agreement with the brand. To a certain extent, the spokesperson's choice must be consistent with the brand's brand spirit. When the brand positioning is clear, the brand spirit will be naturally reflected. At this time, whether the spokesperson itself can embody the spirit of this brand is particularly important.
Speaking of domestic outdoor brands, many people naturally think of Pathfinder as the "home-grown outdoor brand." Another word of this brand may be Wang Shi. At the beginning of the new year of 2009, Pathfinder formally held hands with Wang Shi, and this time, it was the perfect way to perfect the pathfinder's “Homeland's No.1 brand†and also created an excellent model for the selection of an outdoor brand spokesperson.
There is no shortage of outdoor industry use spokespersons, and Le Stéphane’s St. Fry is also not far behind, and St. Fry is positioned as “pan-outdoorâ€. As the name suggests, it is such a position to locate outside of the professional outdoor. Invited the Chinese mountaineering team captain Wang Yongfeng to create the outdoor brand of San Frye. After a series of reflections, Tianlun Tian chose the Huadiao, known as "China's Ultimate Outdoors Crossing the First Person," and the Lions will look Casting Starbucks, the first Chinese to go wild in Africa to protect wild animals...
With the continuous expansion of the outdoor industrial market, brand marketing has become a top priority for companies. The brand endorsement is also favored by the company because of its remarkable results. In 2013, Han Han endorsed the camel brand to see the strong marketing of camels and saw its ambitious, but it is still a developing garment company after all. It is still too early to say that it has achieved success. It can only be said that the development of the camel has proved an irrefutable truth: any company, whether its own product cost geometry, price, or high-end, needs to make it "pop", see, buy, This is the prerequisite for the development of modern enterprises.
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