Behind The "Quality Gate": Who Spoiled The International Brand?

　　國際頂級名牌在面臨“質量門”時的漠然，一次次傷害了消費者的品牌感情。

All along, fashion is the symbol of dignity and luxury. No one doubts the reputation of these top international brands, let alone the quality behind them.

However, the "quality gate" and a "unqualified" report repeatedly blow the confidence of consumers.

Surprisingly, these fashion masters seem to have no "remedial" consciousness.

As a result, the "quality gate" continues to be staged, and the big ones continue to ignore it.

All of this can not help but let us ask: who on earth spoiled these big international cards?

Cosmetics: when will the "star endorsement" crisis come to an end?

The cosmetics industry was faced with the credibility crisis of celebrity endorsements.

Some of Shharon Stone's remarks made his endorsement of Dior (Dior) brand headache. The beauty tooth recommended by the beauty queen has recently been exposed to illicit drugs.

This series of events once again put the issue of "star integrity" as a cliche.

In fact, in the cosmetics industry, one of the 5 most popular advertising industries, such incidents have been in constant turmoil.

However, so far, celebrity endorsement in China's cosmetics industry is still a curtain dance but still wonderful marketing dance drama.

In recent years, celebrities have been popular in beauty books, and the products recommended by them are often very hot.

The competent authority approves import, and may contain hydrogen peroxide, commonly known as hydrogen peroxide, but is not marked on the product.

If these cosmetics are used too much, hydrogen peroxide will cause damage to the tooth tissue, but it will cause toothache, tooth swelling and toothache.

Although this kind of whitening pen can not be bought in the domestic market, it is a popular hot product on the Internet.

If the quality of products recommended by big S is so bad that consumers are hurt, then the American actress Shharon Stone's inappropriate remarks on the Sichuan earthquake in the past few days are even more Dior.

Although the company has decided to cancel all Shharon Stone endorsement ads in China, boycott of Dior is still heard in Dior.

"Crisis of endorsement" is coming?

On the one hand, the cosmetics that the stars endorse or recommend frequently appear quality problems, so that consumers are at a loss. On the other hand, when the celebrity stars are scandalous, they will make the brand in trouble.

So does this mean that the cosmetics industry has entered the era of star crisis?

Most experts interviewed by reporters pointed out that "crisis" is still early, but "simply starting a brand by the stars" is no longer suitable for the development needs of today's market, but needs to include stars, strategies and other comprehensive ways.

Gu Jun, a senior marketing expert in the industry, believes that "the crisis in the cosmetics industry is often related to the stars. This has affected consumer confidence to some extent, but it can not be said that it has entered the era of star crisis."

Mr. Feng also pointed out that the disadvantages of celebrity endorsements are being revealed gradually. "Especially after the" pornographic door ", many of the brands that they spread have appeared crisis public relations. The replacement of brand spokesmen also means the waste of huge brand endorsement fees, so that the brand is embarrassed and the products are boycotted.

However, for fashion industry, especially cosmetics industry, celebrity endorsement is not enough.

Reporter's note: cosmetics industry to endorsement "unable to stop"

When asked about the industry, whether the cosmetics industry had a successful cosmetic brand without relying on celebrity publicity, the answer was mostly "almost no" or "not for the time being"; and when the reporter asked which brands were successful by celebrity promotion, the answer was a lot.

In this way, the cosmetics industry is a particularly suitable industry for stars to be active, and this phenomenon will continue to prevail for a long time in the future.

According to a survey released by Millward Brown, the proportion of Chinese enterprises in the use of stars in advertising ranked third in the world, behind Japan and South Korea. In 2006, cosmetics were one of the 5 most popular advertising industries. Whether it was more than 40 billion or 30%, they were the most popular celebrity advertisements. A poll conducted by the China Youth Daily Social Survey Center and Sina News Center showed that if there were celebrity endorsements, 30% of them said they would give priority to such products when they needed to buy them. According to a survey conducted by CCTV Eastern time and space, 47.2% of them said that when buying products, they would give preference to celebrity endorsement products. Or before we come to a conclusion, let's look at the following information: Based on Global Market Research

In the industry, brand and marketing experts have long been trapped in the dilemma of "tasteless food, unable to stop", and the industry has basically formed two major factions: one is to endorse star endorsements or to think that celebrity endorsements are more advantages than disadvantages; one is to oppose celebrity endorsements or to have doubts about celebrity endorsements.

Among them, the former accounts for a large proportion.

The industry generally believes that choosing celebrities to endorse is nothing but a few considerations: one is to expand its popularity and influence by using the star effect; the second is to integrate the star's category characteristics into the product brand, to promote its personalization; third, to shift the popularity of consumers to celebrities, so as to promote sales.

However, the market is progressing, the consumption is mature, and the supervision is perfect. The experts have a further understanding of the past star hype.

Lin Jingxin, an independent public relations consultant, said: "cosmetics are an industry with obvious star effect. The occurrence of crises does not affect other companies' continued use of this strategy.

In fact, the spokesperson will play a great role, but it can not be said that it is a bigger guarantee than to match the marketing strategy and spokesperson.

Gu Jun also pointed out that asking celebrities to endorse is the means and means to rapidly open up popularity of daily chemicals, but under this premise, we should consider the degree of consistency between stars and spokesmen, and how to deal with emergencies.

In the fashion world, LV, ARMANI, BURBERRY and BOSS are common in the minds of many consumers, because they are the endorser of top honors and extraordinary fashion tastes.

However, let many big fans fans are surprised that, after last year was detected formaldehyde content, pH value, color fastness and other items failed, recently, ARMANI, BOSS, LIU.JO and other big brands have been caught in the "identification door".

So people can't help asking, what's wrong with these big names?

So famous brand, so expensive products, how will there be quality problems?