Electricity Supplier Launched Star Endorsement War: Burn Money Eyeball Attention

May 16th, the popular actress who is popular because of the palace.

It is worth noting that behind the popularity of Yang Mi's Internet companies, domestic electric business enterprises are launching a battle of endorsements.

According to Feng Xiaohai, CEO, it is hard to attract more eyeballs in ordinary ways. But celebrity endorsements can attract more attention.

Please star endorsement or become a trademark.

Yesterday, Baidu and the climate organization organized the "million miracle" public welfare activities, Zhao Xuebing, the boss of the public relations office, was embarrassed. The company was inviting celebrities to speak for themselves and met with the popular actress Yang Mi. He was eager to invite Yang Mi to speak for the good music.

However, Zhao Xuebing's words have just been said to be rejected by Yang Mi's agent Zhao Ruoyao.

Zhao Ruoyao told Zhao Xuebing that Yang Mi has signed a fashion B2C shopping website, and now there are related agreements, which can no longer endorse similar e-commerce sites.

Although Zhao Xuebing repeatedly explained to Zhao Ruoyao, good Le buy is online shoe city, and not much competition with the show network, but still was rejected.

In fact, Zhao Xuebing's experience is only a microcosm of the competition in the electricity supplier industry. At present, the major business enterprises are competing for celebrity endorsements.

Last year, the domestic electricity supplier industry received more than $1 billion in financing. This year, there is still continuous influx of funds into this market. The most recent example is WAL-MART's investment in the first business of electronic business.

With the promotion of capital, the price of domestic commercial advertising has increased, and has begun to take the road of celebrity endorsement.

Not long ago, the handover network just announced that Ge You should be invited to be his spokesperson, explaining the new idea of "low carbon happiness" of the handshake net. CEO Wu Bo, the handshake net, said that this round of advertisements would involve some outdoor advertisements such as subway and bus stop sign, but also on TV stations, including a A segment of CCTV.

Prior to the selection of spokesmen for the handover network, many group buying websites such as Peter Ho and jumei.com have also invited movie stars such as Peter Ho and Han Geng as spokesmen.

In addition to the group buying website, the large clothing B2C enterprises have already moved to the front of celebrity endorsements. Last year, Han Han and Wang Luodan were invited to speak for themselves. After advertising in the open air and the subway, all the guests continued the civilian position of "I am a guest". With the help of Huang Xiaoming, micro-blog once again became a hot topic for the company.

In addition, the B2C website, which has been relying on word of mouth and advertising marketing, has changed its strategy. In recent years, a new round of tens of millions of dollars in financing has also launched the star endorsement program.

Li Shubin CEO said recently that the company has been basically stable after four years of development. Now the fine operation and brand building have been put on the agenda, and the star will not be ruled out as spokesperson in the future.

It is not convenient to disclose specific strategies and details at the moment, but there will be big moves in brand communication.

It is reported that this round of electricity industry has launched a battle of endorsements, making stars and brokerage companies a big winner. Like the popular actress Yang Mi, in addition to the 58 cities of the endorsement classification information website, he also served as the "million miracle" public welfare activity of millions of forest loving ambassadors, and signed the fashion B2C shopping website, Xiu Xiu net.

Insiders broke the news that Yang Mi's endorsement of the price of 58 cities was between 2 million and 3 million. The price of Ge You's handshake should be around 5 million, and the price of micro-blog's Queen Chen Yao is about 8 million.

He even pointed out that in order to rapidly enhance brand awareness and expand influence, invite stars to endorse the future or become the "standard" of e-commerce and group buying websites.

Burn money to win more attention

Prior to this, Chen Yao's donkey ad has attracted the attention of Ganji network. However, soon after that, it was pointed out that Ganji had invested heavily in the subway, bus and CCTV for nearly half a year, and spent most of the money in the latest phase of the financing.

Despite the fact that Yang Haoyong, micro-blog (micro-blog), micro-blog said the rumors were not true, it still shows that the cost of asking celebrities to endorse is very high.

CEO Feng Xiaohai told Tencent science and technology that the invitation of celebrity endorsement by electric business enterprises is a new attempt after ordinary marketing means have reached a certain stage. The ordinary way has been difficult to attract more eyeballs, but the stars can attract more attention.

Of course, we can invite stars to invest at least 200 to 3 million yuan, plus production fees, national promotion, and marketing at least tens of millions.

Although it is not necessarily the winner who asks for celebrity endorsements and spends most money on advertising, the network is determined to try to invite celebrity endorsements.

According to Feng Xiaohai, there is already a timetable for full seats. Potential star endorsers include Hongkong star Daniel Wu and international star Zhang Ziyi.

CEO Wu Bo, a handshake, said that finding celebrity endorsements was mainly to help the marketing and dissemination of enterprises. Invited star Ge You was an attempt to shake hands, mainly because Ge You's style and handshake were close, with affinity, honesty and benefits.

Now that more and more business enterprises are looking for celebrity endorsements, Wu Bo believes that this represents an increasing trend in the e-commerce industry.

Although it is possible to invite tens of millions of celebrities to speak, Wu Bo said it was not for money but for services.

"Of course, the cost of endorsement will not be paid by consumers."

Wu Bo's confidence comes from another round of financing this year.

According to previous reports, in April 2011, the handshake network announced the completion of the C round of financing, the amount of financing up to 110 million U.S. dollars.

By the end of the deadline, the handshake net has completed three rounds of financing and the total amount of financing is over 160 million US dollars.

Last year, Holle said that its sales volume had reached 200 million yuan. This year's target was set at 6 hundred million, and its internal scale was 1 billion yuan. This made the good buy, which had never tried to endorse, began to "spend money" on endorsement. Recently, the international F star has been widely publicized.

Li Shubin believes that although China's e-commerce market is still at a stage of development, many enterprises are gradually showing the embryonic form of mature corporate development.

The crazy development of the past means the arrival of meticulous operation, and the establishment of corporate brand will be particularly important.

The establishment of brand can enable enterprises to stand out from the industry and attract more users' attention.

In Li Shubin's view, it is a direct and simple way to establish a brand culture in the process of establishing brand culture, because stars can use their influence to make users pay attention to the products while paying attention to the stars.

For the current electricity market advertising phenomenon, Beijing Godot technology CEO Xu Xiaohui issued a different view, he thinks B2C savage growth, want to run long distance running into sprint, advertising has become the most important way of marketing promotion.

Supporters of big capital tried to establish the threshold of flow, and did not consider the brutal launch of ROI. Finally, the bubble was broken and the industry itself hurt itself.