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In contrast, the majority of the domestic apparel brands, in the use of voice strategy, spend a bit injustice. Because they just had a film star as TV commercials or print ads models only. Think thin, Simon Yam on several occasions before the public through the BAOXINIAO suit? Chow Yun-fat in casual wear, whether the election will get ya Sri Lanka? Kin of the trunk, the prepare the Shokichi or Armani suit? Show Luo will be dressed SEMIR attend PARTY? Explore the reasons, deeply troubled by the national endorsement of the virtual service guangzhou escort center enterprises seems to have several common problem, one strategy of enterprises do not fully understand the true spokesmen for the role and mode of operation, in the consciousness, and did not form "Only me" single-minded Sex and exclusive, the absence of such a concept to use to make big money brought in a star, and did not play the role of equal value; Second, due to the excessive emphasis on business-to-star, leading to an "advocate" in a seller's market, very often, corporate Star difficult to make specific and strict requirements; Moreover, the most fundamental, business-to-own brand positioning is not clear positioning, choice of the so-called spokesmen and the deviation between the brand positioning, resulting in stars is simply not (or do not like) the brand's user groups. Of course, there is a very practical reason for the hundreds of millions of international brands with an annual endorsement fees than most domestic brands seemed a bit less, and perhaps the absence of such weights enterprise voice when faced with the "lung power shortage" causes bar.

Do not think this is the traditional clothing of the individual phenomenon, the rise in recent years, we have no sports apparel brands spend less money wasted. Sports star endorsements, for international brands to win a lot of calls, so, the domestic well-known sports brands have started to follow, would invite more and more stars, more and more big. However, look up to major international brands shining star effect, China's domestic brands mediocre star strategy in effect. Local sports brand endorsement seems to be the star of "false endorsement", but in fact, the international brand "real endorsement" of the killer is this: they want to help sports stars to achieve technological breakthroughs to win the coveted gold medal. Beijing Olympic Games, whether it is Michael Bolt Puma to create a new record kissing scenes golden running shoes, or Phelps won eight gold behind the Speedo brand "sharkskin swimsuit," the magic of science and technology, without exception, to a global audience to stay made a deep impression, which led to fans of the pursuit and the subsequent worldwide selling. China between the local brand and spokesperson, there is no necessary link, China's badminton Army Corps table tennis, and even gymnastics diving star, is the spokesman for the Chinese sports brands are scrambling, when they frequently win when there are no players to thank a certain brand of shoes, a brand of swimwear? Consumers have not formed an impression: It is a certain brand to help him win the gold medal? Unfortunately, no, no. Apparel products from the major powers, to the clothing brand power, if we only learned requested an "advocate" approach, but did not see all the hard power behind this, I believe that the amount of stars more, do not count a qualitative change. Because there is no hard power support, they would only be an actor, in any case could not afford to "advocate" for the task.


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