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Liu Xiang'S Thinking On Behalf Of Chinese Shoe King

2008/8/19 10:18:00 9

I just answered a question about a reporter's friend yesterday.

He asked me to comment on AOKANG's choice of Liu Xiang.

At that time, I said that the most taboo trend of corporate marketing is to find a spokesperson.

A star carries too many brands, and many of them are well-known brands, and everyone wants to be closer to their spokesmen.

Mention the spokesperson and think of your brand.

Abacus will fight, but often from input to output ratio, everyone thinks that the best opportunity is often not a chance, but a trap.

At this time, Liu Xianglai's hype is a gamble in itself. Let's not see a clever trick: win, use the advertisement word "2008, look at China's footsteps"; if we fail to do so, the slogan will become "footsteps do not stop, hearts still have dreams, you are always champions."

But the enterprise has actually made a mistake. If Liu Xiang wins, it is too sharp and full of "great achievements". In your advertisement, "2008, watch China's footsteps", consumers will only see Liu Xiang, remember Liu Xiang, but what brand are you, nobody care?

However, if we say something bad (we all don't want to see it), if we lose, the other business of the enterprise will not stop, but we still have dreams in mind. You are the champion forever.

Because it has become a kind of sadness, who cares who you are, and once lost, it shows that the athlete has started to go downhill from the peak.

Advertising endorsement is the most taboo is to find an angry star, although Liu Xiang is not an angry star, but obviously can not realize the ambition of the Chinese shoe king.

In addition, there may be some netizens think that your commercialization is too dispersed an athlete's energy to lead to "losing results". In the later stage, you basically dare not hype, and feel embarrassed to fire because it is easy to stir up trouble.

At this time, the value of the spokesperson is less than half.

In any case, the Chinese shoe king's move is an adventure, and it is not a sensible way to return on investment.

I think these days, the leaders of Chinese shoes should not be able to sleep.

Just this reporter gave me a text message to tell me that Liu Xiang's retirement from the news, I am sorry for the pain, but also wishes Liu Xiang to continue again in the future.

As the saying goes, staying green mountains is not afraid of firewood.

Society, people and enterprises are too much pressure on Liu Xiang.

I hope it can recuperate and start from the beginning.

But looking back on this, AOKANG group obviously lost a bet in the big gamble. At this time, what strategy to deal with is crucial.

Looking for celebrity endorsements is not just a symbol, but more importantly, passing on a spirit to enhance the brand's grades and attributes. But Liu Xiang's failure to quit this game is obviously something that AOKANG missed by Olympic marketing abacus.

This time, not only did the original tricks come to no use, but the distance between them and the Olympic Games became more and more distant.

Liu Xiang endorsed a lot of brands, Coca-Cola and Nike need not say, bet early, so investment less effective, the first better than better.

So Coca-Cola 350 thousand bought a super bargain.

We used to do a random interview in a training class, asking Liu Xiang what brand he endorsed, and the most we answered was Coca-Cola.

It's easy to remember that the first and second are often the last ones, so it's easy to be forgotten.

Now Liu Xiang has Coca-Cola, Nike, Erie, Lenovo, Shan Shan, and steed.

But a lot of them are pressed earlier, marketing before Olympic Games, long time and high degree of attention.

China shoes King catch a last bus, hit a hero, sad ending.

Some people say "point back", but why Coca-Cola and Nike rarely "point back", so I hope that enterprises in the future when making decisions, can be more mature.