In the commercial society, celebrity endorsement products are by no means a new thing. Similarly, in the lighting industry, there are also a few product brands that invite celebrity endorsements. Since 2000, lighting companies have become the fashion of the celebrity endorsement. The company hopes to quickly bring its products to the market with the help of Starlight and Light. Behind the inviting celebrity endorsements of lighting products, it highlights the fact that lighting companies are gradually abandoning the practice of closed doors and lighting, and began to focus on brand building. Zhongshan Jiajia Lighting & Lighting Co., Ltd. (hereinafter referred to as adding zero) is no exception. At the beginning of this year, the famous actor Gao Yuanyuan was hand-in-hand, and he spoke for his brand and helped build the brand.
Joining the stars to transform their popularity into a product with a wide reputation and the effect is zero. It is an international lighting company engaged in LED high-end R&D, manufacturing, sales and marketing services. Has been farming in the field of commercial lighting exports, began to switch to domestic home lighting last year. Adding zero general manager He Guang said: Because home lighting products are mostly used in the homes of ordinary people, whenever they mention brand promotion, brand marketing, etc., they will associate with celebrity endorsements. Hand in hand with the stars, you can let the products touch the stars, turn the star's popularity into the product reputation, so that the products reach a wide-ranging effect. With the popularity of the stars, our brand can be deeply rooted in the people. The distance from consumers and customers, it is in line with the desire of many stars, especially for dealers, this trick is very useful. This is a powerful means of propaganda and promotion. It can be said that it is a way to build strong marketing through Dongfeng.
In 2013, a 50-episode love light comedy "We Married" has gained a good harvest of word of mouth and ratings since its launch. In CCTV, Hunan Satellite TV set a record for the opening of this year's gold TV series. The hot topic list and the online search list are both in the forefront, and the high circle that plays the leading role is highly praised by the audience.
The high round of debut for more than ten years, the impression that still gives people is still beautiful, even if the years have some traces on her face, but still be regarded as a goddess by many people. Beauty is the most general word for the high circle today. When Du Qifeng’s film "Single Men and Women" announced the cast, many people were puzzled: Why did Du Tu, who chose the actress in the Mainland for the first time, choose Gao Yuanyuan among the many first-line actresses? Wang Xiaoshuai, the passer-by of his film circle, thinks that as long as Gao Yuanyuan sits there, a smile is a scene.
He Guang told reporters: Before choosing celebrity endorsements, we also considered several star figures, but finally chose Gao Yuanyuan, because her beauty and personality are consistent with the development of zero. Personality is the soul of the brand. It reflects the value of the brand and determines the different consumer groups that the brand has.
The consistent personality of the spokesperson and the brand personality are the key to the optimization of the brand communication effect. The two can only be coordinated and accurately docked. The brand spokesperson can well interpret the brand's individual connotation and reflect each other, adding luster to the brand image. We add zero is a developing enterprise, plus zero brand is committed to home lighting, is committed to giving consumers a warm and beautiful home environment, let Gao Yuanyuan be the image spokesperson, can bring consumers a warm, full of vitality, this It complements the target group pursued by the brand image. He Guang said.
Accurate docking and enthusiasm for the philanthropic image helps to enhance the brand's influence. He said that choosing Gao Yuanyuan as the spokesperson is not only because her own personality characteristics are in line with the development of corporate brand, but also its public welfare behavior is close to the company's corporate culture.
Gao Yuanyuan is not only beautiful in appearance, but also has a more beautiful soul. She often participates in various charity activities and does her part for the society. After the disasters in Wenchuan, Yushu and Ya'an, Gao Yuanyuan assisted and donated money for the disaster area and became a volunteer for various public welfare activities. Gao Yuanyuan was also awarded the title of University Student Volunteer Ambassador by the China Charity Federation.
This kind of love of Gao Yuanyuan is advocated by the addition of zero. All along, the addition of zero has been committed to doing its part to help the people in need of the mentality of public welfare, plus the chairman of the board He Jialin has played a very good role model, see the elderly on the road stop to carry him One journey, this seems to be a trivial matter, but He Jialin often does it, doing as much as possible about public welfare. He Guang said that the addition of zero will often subsidize some children in poor mountainous areas. Last year, they just donated money for a poor middle school. They also actively participated in the charity activities of the Ancient Town Federation of Industry and Commerce. The value of a company is not only reflected in how much tax is paid for the country. Of course, this is also very important, but more important is the sense of social responsibility. Every company that makes a brand really wants to be a century-old brand enterprise. It is the key to success that knows how to share your business with the society during the growth process. Similarly, the value of a person is reflected in how much he has contributed to others, which is what the people of zero support. He Guang said so.
Eye-catching customers take the initiative to find a door to talk about cooperation. I feel that Gao Yuanyuan is the image spokesperson, and the effect is immediate. He Guang said that adding home lighting products is the brand that we launched only last year, but since the spokesperson was in place this year, the sales of the products have reached several steps. Some time ago, a customer in Jiangxi took the initiative to find a cooperation with the provincial general agent. However, we still have to go through various assessments and discussions before deciding on the general agent. For the end consumers, the many stars and enterprises in the market are dazzled by them, and the celebrity endorsements can often attract people's attention and attract customers. Therefore, when they see products that are highly rounded, they will automatically go to our store to learn about our products or purchase. He Guang proudly said.
After zero years of exporting and accumulation of export sales, the strength of the company has gradually emerged. This time, entering the domestic home brand, and then using the celebrity endorsement is naturally superior. In addition, He Guang’s effect on his celebrity endorsement is also attributed to one word: fast. First-class star, first-class quality, first-class service, the combination of these three ones has created the tension of the star effect and the acceleration of brand communication. The role of zeroing in attracting quality distributors and other partners or attracting talent is self-evident.
Achieving the goal to seize more market share is unquestionable. A suitable image spokesperson can add luster to products and enterprises, add zero based on actual and accurate product image positioning, borrow the star's high reputation and influence, and create a good brand image. Increased market share, which also played a role in the development of a plan to increase the size of the company.
When talking about the construction of the zero-added brand in the future, He Guang said that the celebrity endorsement only played a rapid exposure effect, and the star effect was only part of the brand. Enterprises want to develop for a long time or rely on products. Today's zero-added products are in the middle and high-end line. The products are all self-opening production. The LED lamps, light, beauty, electricity and heat all meet the latest international requirements.
In the future, adding zero will continue to improve the quality and cost performance of the products in the brand construction. It will not raise the price of the products because of the choice of celebrity endorsements. Instead, it will develop new technologies and continuously improve the competitive advantages and service capabilities of the products. Building and maintaining channels to achieve the goal of capturing more market share. With the public effect of the star, the distance between the consumer and the consumer will be brought closer to provide consumers with truly high-quality products and services, and transfer the value of the star to the brand, giving the brand vitality and influence.
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