Chengdu furniture needs proper promotion methods to enhance the brand

Chengdu Furniture's "Star Road" is indeed a shortcut

Do you know when and where the stars are most concentrated? It's not a concert or a jury for the talent show, but Chengdu Furniture once a year. Every year, Fei Xiang will appear in the furniture brand store he endorses on average every 5 days. A distributor in one place has made more than 10 calls a day to invite him to attend the opening ceremony. We hope that such a grand event will also appear in first-tier cities.

In order to compete with Yuepai, Zhepai, and Beipai furniture, Chengdu furniture, which is dominated by the domestic market, chose the form of "star endorsement". "Star brand" has become a common choice in brand building. In the view of many Chengdu furniture companies, the brand equals celebrity spokesperson + CCTV advertising bombing + channel expansion. The fastest way to achieve success in Chengdu furniture brand is to invite celebrity endorsements, and at the same time through intensive advertising, supplemented by the continuous increase in channels.

In 2004, Shuanghu Furniture invited Zhang Tielin to make an endorsement; in 2007, Pocket Pearl signed Fei Xiang; in March 2009, Zhang Weijian signed an endorsement for Sunshine Linsen; in April 2009, Guo Donglin signed an endorsement for Golden Tiger; in July 2009, Wang Han signed an endorsement for double Feng furniture, Chen Baoguo renewed Haodi study furniture , Zhang Guoli endorsement for nine days; in October 2009, Yuan Biao signed a contract with Yang Shijia; in November 2009, Li Jiaxin signed an endorsement for good scenery ... In order to allow the brand to quickly improve in a short time At one level, more than 10 Chengdu furniture companies have embarked on a star endorsement.

"The spokesperson is asked to spend real gold and silver. The market's understanding of the brand's strength often starts from the spokesperson!" The CEO of Shuangfeng Furniture once said that his brand used to want to enter a store in Changsha. This is a "miscellaneous brand", no matter how anyone believes in the scale of production of their enterprises, and after seeking endorsement from Wang Han, he changed his attitude at once, and entered several local stores.

However, celebrity endorsements also have limitations. This limitation is related to the popularity, age, and market positioning of the company. Industry insiders revealed to reporters that Tiger Furniture had been in Zhang Qian for many years. Shuang Tielin and another first-line "Emperor Star" were indecisive, and finally chose Zhang Tielin, more because of the consideration of positioning the consumer market in the second and third tier markets. At the same time, the market's response to celebrity endorsements has also changed. It is reported that at the end of last year, Shuanghu also spawned the idea of ​​replacing a new spokesperson, even hoping to break away from the model of endorsement by film and television stars. There is speculation that whether the double tigers that once adopted the South China Tiger will use the tiger as a "spokesperson"?

Chengdu furniture plays "star brand" and "being star"

Among the Chengdu furniture enterprises, the "Star Brand" has the best performance than the palm pearl. When many furniture brands invite spokespersons, they are often limited to the use of portrait rights, that is, the appearance of modern speakers in TV and poster advertisements. More than a year ago, the combination of the original spokesperson of the Pearl, Fei Xiangcheng, and the opening of the "blasting" combination model, let the star resources really play their due power. Fei Xiang's hand-held Pearl Store, without exception, has become a local furniture store with super high visibility and high sales, constantly refreshing the local sales record.

In addition to accepting interviews such as CCTV, Hunan Satellite TV's "Lu Yu You Yue" or attending the World Expo and other major performances, Fei Xiang has all the time in the country reserved for the Pearl, and has become a "full-time" spokesperson for the Pearl. Since 2010, Fei Xiang has frequently appeared in the opening scene of the Palm Life Museum across the country, attending an average of every 5 days. It is expected that the number of attendances throughout the year will be more than 60. The merchants around Palm Pearl were deeply encouraged and invited Fei Xiang to visit. A merchant in Anhui even made more than 10 phone calls to the Pocket Pearl headquarters within a day and invited Fei Xiang to help out.

Compared with playing "star card", there are also companies that are "starred". In 2007, Golden Tiger had been entangled in whether to invite celebrities to endorse, and finally decided to invite celebrities, or from the "pressure" of dealers.

The reporter learned that Jinhu wanted to invite stars very early. After many discussions, who is suitable? How please? What should I do after being invited? How is the effect after doing it? The company has no bottom of heart, and at the same time, it is worried that the celebrity has become a decoration on the printed matter. But in the end, under the environment of repeated requests from dealers and the endorsement of "endorsement", Golden Tiger signed Guo Donglin. There are not a few companies that are "starred".

Are these stars in Chengdu Furniture bright?

Driving to Chengdu Furniture Industrial Park, Chengle, Chengnan, Chengyu, Chengmian in Xindu ... along the major highways, second and third tier cities, you can always see a lot of furniture similar to "star posters" billboard. Let's take a closer look: Fei Xiang and Pearl of the Palm, Li Jiaxin and Good Scenery, Chen Baoguo and Good Di, Zhang Guoli and Jiutian, Wang Han and Shuangfeng, Zhang Weijian and Sunshine Linsen, Chen Jianbin and Xingtian, Zhang Tielin and Shuanghu, Fang Zhongxin and Jingshang, Guo Donglin With Jinhu, Tong Dawei and Jinyi ...

But how many of them do you really remember? How accurate are the furniture and its endorsement stars?

Do consumers buy furniture endorsed by celebrities because they like the star? Are these stars bright enough? A survey conducted by a website on netizens showed that 90% of netizens said that their attitude towards celebrity endorsements was mediocre, and it did n’t matter whether the home products they bought were endorsed by celebrities. More netizens said that home furnishing companies are asking for celebrity endorsements because they are playing the eyeball effect and the routines are too common. When celebrities are more and more endorsement for brand companies, if they stay in the general publicity, it will bring to the consumer group only the vague memory of the company. In fact, people in the industry are also arguing about whether to use celebrity endorsements. Most home furnishing companies that object to celebrity endorsements say that the "star brand" may not achieve the expected results. Another part of the furniture companies said that finding the right spokesperson can do more with less.

For dealers, celebrity endorsement is a stimulant. However, no better marketing promotion method after celebrity endorsement is found, which is the biggest failure of celebrity endorsement companies. Pioneer Executive Vice President Su Xianhua has always opposed the “abuse” of the star brand. “It cost millions to ask the star to endorse. If you do n’t have the money to advertise on TV, it ’s useless to carry the star on the body of the CMB. Yiyi's furniture factory invites celebrities and cooperates with appropriate promotion methods in order to quickly upgrade the brand. "

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