Recently, 16 television stations, including the Central Taiwan Radio, Zhejiang TV Economic Life Channel, and Guangzhou TV Channel, broadcasted an advertisement at the same time: A well-dressed woman in a blue bathing suit stood on a three-meter platform. She scorned with both hands. With his hair leaping into the pool, she immediately put on a black suit and drove a luxury sedan with “Hankook†brand tires through the corner. This is Hankook Tire's flagship TV ad this year. The spokesperson is Guo Jingjing, the "diving queen." In recent years, the use of celebrity spokesmen by tire companies has become a trend. There are many cases in which Wang Lihong endorsed Dunlop, Yokohama Rubber, and Louis Koo joined hands with Louis Koo. Some people think that the emergence of spokesperson indicates that the tire industry has entered the stage of brand competition. Which spokesperson is used is sometimes right or wrong. However, some people in the industry believe that the spokesperson is difficult to integrate with the brand both in terms of image and personal characteristics, and the effect is difficult to define. Second-tier brands join the lineup Celebrity endorsement of tires is not the last two years. In 2005, the Triangle Group had cooperation with Guan Zhilin; in 2005 and 2006, Bridgestone Corporation of Japan invited Chinese local star Yuan Yuyi and mainland music group Yu Quan as spokespersons to help the Chinese understand themselves better. It downplayed the global spokesman for the "car god" Michael Schumacher. But since last year, second-tier tire companies have suddenly become interested in celebrity endorsements. Hantai Tire's investment in advertising this year is quite large. The reporter saw from the company's advertising schedule: From April to June, digital light boxes in 11 airports in Beijing, Dalian, Shanghai Hongqiao and Pudong, LCD TVs, and 4 airlines such as Eastern Airlines and Shanghai Airlines On TV, you will see Guo Jingjing's beautiful figure; 17 television stations and 23 traffic stations will also be able to scroll through a large number of advertisements during different periods of summer and autumn this year; in addition, they can be seen in 9 magazines from June to November. Many of the print ads produced by Guo Jingjing. In 2009, Hong Kong Film Stare Louis Koo was selected by Yokohama Rubber Co., Ltd. as the spokesperson for the mainland of China and the Macau region and promoted the company's Yokohama brand tires. A series of pictures often flashes on TV: The dark-skinned Gu Tianle stroking a tire and pushing it to a long road; while using less standard Mandarin to say the slogan, “Just put in new development. The energy-saving tires, the same amount of oil can run farther than before." Although Dunlop does not have the overwhelming majority of advertisements on the above two companies, the newly invited spokesperson Wang Lee Hom will also roll out his tire products on various occasions. Corporate retail share increase Li Guangdou, founder of Huasheng Zhiye·Li Guangdou brand marketing agency, said that we can notice that the big names such as Michelin and Bridgestone have not invited any stars in recent years, while the latecomers are asking for stars. “This shows that the tire industry has entered a Brand time." Lu Yiqi, chief consultant of the China Liaison Brands Planning Research Center China Liaison Office, also stated: “For many consumers, what brand of tires are purchased has no concept before, and it is hard to know what the difference is between Michelin and Hankook. If you have a star, you may increase consumer awareness and recognition of the product." Each company hopes to let more consumers understand the brand through its spokesperson, and also has a lot to do with their change in sales strategy. The sales channels of tire products are mainly divided into two major markets: OEM market and retail terminal. In the past, companies focused more on OEMs (car originals), and as the proportion of privately-owned cars has risen in recent years, the share of retail sales in the company’s overall sales has also increased, so companies are not only Laid retail outlets (such as Michelin's "Chiba", Hankook's "Che Yichi", Bridgestone's "Wings of the Car", etc.), also hope that through the spokesperson's personal statement, let the brand enter the hearts of people. A senior person familiar with the tire industry told reporters that many companies sold 40% to 50% of their sales from retail, which is why they want to invite stars to let more people understand the underlying causes of the brand. When Ding Yuhua, chairman of Triangle Tire, said when he opened Guan Zhilin, a movie star with extensive popularity is very good for improving the popularity of triangular products. The popular appeals of Guo Jingjing, Louis Koo, and Wang Leehom may also attract people to pay attention to his (her) endorsement products. Is celebrity endorsement effective? According to the aforementioned personages of Hankook Tire, in fact, Hankook conducted a third-party research after using Guo Jingjing in 2008. The data shows that the awareness of “Hankook†brand is stronger than before, but the company did not include these data. Open to reporters. Other brands have only had a long time to use spokesmen. It is difficult to see the role of spokespersons in it. Lu Yiqi believes: "Some young idols, although their popularity is high, but they are not well-targeted, I am afraid that they are not attractive to buyers." Moreover, the characteristics of some spokespersons themselves are actually difficult to match the qualities of a certain brand of tires. . Hantai Tire said that in addition to opening its reputation, Guo Jingjing also has two other reasons: On the one hand, the company has taken a look at her enterprising and sporting spirit, which complements the excellent performance and innovative qualities advocated by Hankook; and Hankook Tire currently has close cooperation with more high-end and flagship automakers (such as matching tires for Audi A6 and Beijing Hyundai's top-end auto brand "Lei Xiang"). Guo Jingjing himself has such a high-end and international image. However, Guo Jingjing and Gu Tianle have already endorsed quite a few brands. The advertising “King of the Golden Queen†Guo Jingjing collected all kinds of consumer products such as Coca-Cola, Sprite, Avon, Li Ning [19.64 -1.70%], Budweiser, Erie, Toshiba, McDonald's, Blue Moon Laundry Liquid, etc.; Louis Koo is also an advertiser with a good heart. Pepsi, Pepsi, TAG Heuer and others also have a lot of cooperation with him. With so many endorsements, it is possible for people to create visual confusion. Lu Yiqi also believes: “Guo Jingjing himself is a very high-risk star. She has a lot of sensitive news, endorsement of a lot of brands, not necessarily suitable for tire brands.†A person from the Michelin Public Relations Department stated that the spokesperson for their company has always been an animated figure that resembles the turtle. Some consumers do not remember the word “Bidden,†but they are very impressed by the “Ninja Turtle†which consists only of multiple white tire patterns. It is because of its special image that it makes it easier for people to remember the Michelin brand. But Li Guangdou also has his own point of view. “If tire companies use young and beautiful idols like Guo Jingjing and Louis Koo, they don’t care. Right? The degree of fit is different for everyone."
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Brand competition to upgrade tire companies trapped in celebrity endorsement