Jinjiang Outdoor "Alternative" Choice Spokesperson

The broadcast of the new white haired legend makes the former four masters. Nicky Wu Fire again, and this once again touched the heart of Xu Tengda, general manager of Fuxin Tianlun Tian (Fujian) outdoor sporting goods Co., Ltd. From William Feng, Wu Chun, Hawick Lau to Nicky Wu today, in recent years, almost all the stars who are active on TV screens have allowed Xu Tengda to move this mind. After some consideration, Tian Lun Tian finally chose Mr. Hua Hua, who is known as "the first Chinese outdoors crossing the first person".

Coincidentally, in several major outdoor brands in Jinjiang, Saint Ferre signed the Chinese national mountaineering team captain Wang Yongfeng, while the lion brand outdoor looked at the first Chinese star in depth to protect wild animals in Africa. A spokesperson's wind is blowing up in Jinjiang's outdoor brands. In this trend, the outdoor industry star has become the common interest of Jinjiang outdoor brand, which is quite different from many domestic and foreign brands inviting popular stars to speak.

Now that we have chosen a completely different spokesperson strategy, Jinjiang How should the outdoor brand in the future make relevant activities around the spokesperson, so as to enhance the interaction between the spokesperson and the consumers and the unity of the brand spirit? I am afraid that the outdoor brand in Jinjiang needs to think deeply.

Alternative spokesman

As people's enthusiasm for outdoor recreation continues to improve, the outdoor industry is rapidly warming, and the outdoor brands of celebrity spokesmen have begun to increase, such as HASIK's recent signing of the article, Ma Yili, Lee Yeon Hee, BIG-BANG, NORTHFACE, Peter Ho, and so on. However, compared with these competitors, the outdoor brand of Jinjiang seems to have a liking for outdoor stars. Whether it is Mr. Hua or Wang Yongfeng, starba, all of them belong to the category of outdoor stars, and this communication strategy has also puzzled a lot of people in the industry: when outdoor has moved from mass movement to mass movement, is Jinjiang playing this game outdoors properly?

As we all know, Saint Frey has always advocated the idea of outdoors. After inviting the Chinese mountaineering team captain Wang Yongfeng to join the new brand strategy, "some people think that Wang Yongfeng is a professional outdoor benchmarking figure. It is not very appropriate to be a spokesperson, but what we want to do is to encourage everyone to go outside and explore another world through Wang Yongfeng's star benchmarking. It can be said to be a concept of the whole nation to release or discover new things." For external questioning, Chen Ruidian, chairman of St. brand and chairman of the group, explained that Saint flee just grasped such a concept of the whole people and the essence of the open air, and realized the grafting and integration of the brand concept and the sporting spirit portrayal of Wang Yongfeng as a sports figure.

All along, Tian Lun Tian has been trying to build a professional outdoor brand, hoping to upgrade from the tone and image of the brand. "Hua Hua" has upgraded the professionalism of Tianlun outdoor sports brand, which has promoted the brand positioning of Tian Lun Tian in the professional donkey circle, and has also accumulated the right to speak in the outdoor products industry.

In the view of Xu Tengda, the rich outdoor adventure experience of the flower carving not only brings the professional advice on the polar sports equipment to Tian Lun Tian, but also brings a firm spirit to the enterprise, which coincides with the "polar dream" of Tianlun Tian.

More experience activities interaction

The industry believes that through the spokesperson, combined with high-frequency interactive experience, Fujian faction outdoor brand to achieve the brand concept of ingenious grafting and the spirit of the company widely advertised, especially St. Valentine's hand in hand with Wang Yongfeng. Marketing This is even more remarkable.

First of all, with the spread of flat, network and outdoor media publicity, St. Frye's "mountain there" is fully preheated, and the idea of "going outdoors" has been widely spread.

At the outdoor exhibition in Nanjing, Wang Yongfeng, the first appearance as an image spokesperson, formally began the first step of interaction with the market and consumers. At the scene, Wang Yongfeng shared the experience and experience of outdoor sports, and gave answers to doubts and outdoor activities for on-site participants.

According to Liu Cunyong, planning manager of the outdoors group, St. Valentine has made two activities in Beijing and Shijiazhuang in an orderly way. Through the various experience activities at the scene, the deep cooperation between them and Wang Yongfeng has also been put on the agenda. Under the brand concept of "mountain there", St. Valentine will organize the interaction between consumers and Wang Yongfeng through the terminal activities, penetrate the brand concept in the activities, enhance the sense of identity in the interaction, and enhance the trust in the experience.

In fact, this way of marketing is more and more popular in Jinjiang's outdoor brand. Xu Rongsheng, a lion outdoor general manager, has just flew to Shanghai to join a public service activity in starba. In his plan, he not only wants starba to become the spokesman of his brand, but also hopes to use the star of China, the first person in China to go deep into the protection of wildlife in Africa and the chairman of the Mala wildlife conservation public welfare fund.

Of course, he told reporters that the trip to Shanghai will eventually finalize the details of the cooperation between the lions and the stars in some future activities. If so, the lions outdoor will open the door to Africa with starba and take actions from overseas outdoors enthusiasts to treat each other's natural trees and trees on an equal footing and respect all the life of nature.

Need to match brand positioning

In China, many outdoor products brands have been running "Star Marketing". Earlier, the Pathfinder asked Wang Shi to endorse, and the spokesperson launched numerous calls. Now, St. Valentine's "mountain is there" asked Wang Yongfeng to join in, launched the character marketing, and reached another peak in the spanmission of ideas, a universal outdoor complex is spreading.

"In the past few years, when outdoor life or minority participation and professional equipment were advertised, most outdoor enterprises only immersed themselves in making products and recruiting channels, and did not consider inviting spokesmen. With the continuous development of the outdoor industry and usher in spring, the brand of inviting spokesmen has begun to increase. Now, whether it's the choice of outdoor industry stars or public stars endorsement, we can not deny that the way of spokesperson is the necessary course of outdoor brand development. At the same time, celebrity endorsement also represents the outdoors as a fashion that is being recognized by more people. Zhang Wenca, planning manager of China wolf Co. Ltd.

Marketing expert LU Yao gave the reporter an image analogy. Choosing stars is like looking for a wife. Once the relationship between the brand and the stars is established, a complete and independent family is formed. After that, any behavior of the star represents the overall image and interests of the family. Therefore, the choice and improper combination will cause harm to the harmonious development of the family.

We carefully observe that in the background of making the explorers into high and middle brands, it is more appropriate to choose Wang Shi, a celebrity endorsement with both entrepreneur and climber's identity, and Wang Shi makes the explorers have a deeper connotation and temperament.

Then, for outdoor brands in Jinjiang, the main choice of outdoor professionals is endorsement. Its purpose is also obvious: through the influential figures in the outdoor industry, we can quickly enhance the influence and popularity of our brand in the industry. But it is undeniable that with more popular stars serving as brand ambassadors, mass star endorsement will become the focus and new trend of China's outdoor industry. It is going with the tide or strengthening its own path, which is testing the wisdom of Jinjiang outdoor enterprises.