Gree's "replacement" spokesperson Jackie Chan? Dong Mingzhu: I have 3 reasons to replace him!

Tech 2023-07-07 04:42:55 Source: Network

Wen | YuanshanEdit | DuoyuBefore reading this article, we sincerely invite you to click on itFollowIt not only facilitates your discussion and sharing, but also brings you a different sense of participation. Thank you for your support

Wen | Yuanshan

Edit | Duoyu

Before reading this article, we sincerely invite you to click on itFollowIt not only facilitates your discussion and sharing, but also brings you a different sense of participation. Thank you for your support.

As a local air conditioning giant in China, Gree has always attached great importance to the research and development of its products, but has not been so proactive in advertising and marketing.

Now when we mention Gree, the first person we think of is Ms. Dong Mingzhu, the chairman of the group. In fact, before this, Gree also had his own spokesperson, which was the international film star Jackie Chan.

However, two years after reaching a cooperation agreement with Jackie Chan, Dong Mingzhu advocated to "replace" this influential spokesperson.

Although the proposal was opposed by the Board of Directors at that time, Dong Mingzhu gave three reasons that people could not refuse, and the final result was that Jackie Chan was replaced.

Jackie Chan's influence in the film industry must be well understood by everyone. Although he is no longer very active on the screen, as long as there are works he appears in, he can basically achieve good box office appeal.

Long Shu, who started his career through martial arts, has long left a profound mark in the history of Chinese cinema.

When Gree chose to invite Jackie Chan as the brand image spokesperson, there were indeed certain considerations. The larger the brand, the higher the demand for spokesperson traffic and influence.

Gree was able to successfully talk about Jackie Chan as his image spokesperson, which indeed brought traffic growth to the brand in a short period of time.

Nowadays, many post-80s and post-90s generations can still recall the classic advertisement where Jackie Chan practiced calligraphy with a large brush and said "good air conditioning, Gree made".

Jackie Chan's endorsement brought considerable profits to Gree, as well as significant advertising and endorsement fees for himself.

This is the first reason why Dong Mingzhu is worried. She believes that,Instead of spending a lot of money inviting brand spokespersons, it's better to invest this money in product development.

No matter how good the spokesperson is, it cannot bring a qualitative improvement to the company's products. It is not the flow and influence of spokespersons that can sustain the long-term development of the enterprise, but the strength of the enterprise itself.

Dong Mingzhu believes that if excessive reliance is placed on brand spokesmen, it is likely to lead to some irrational purchase behavior of consumers.

Consumers may not purchase Gree's products out of trust in the brand and products, but out of love for the brand spokesperson.

If Jackie Chan is no longer the spokesperson for Gree, then consumers will have higher requirements for Gree's products.

Everything has both advantages and disadvantages, which not only stimulates Gree's development to a certain extent, but also allows everyone to truly focus on Gree's product quality and see the advantages of Gree's core technology.

If Gree can still achieve steady improvement and growth without the call of a spokesperson, then this is the greatest encouragement for brand development creators, product development designers, and business managers in various departments. It can fully consolidate everyone's confidence and enable everyone to face future development with a better attitude.

The last reason is that instead of spending a lot of money inviting traffic celebrities like Jackie Chan to become spokespersons,It's better to build a personal brand through various marketing methods.

There have been cases like this before, and I don't know if you still remember the popular e-commerce website Jumei Youpin.

Chen Ou, the founder of Jumei Youpin, is the brand's image spokesperson. The slogan 'I am Chen Ou, I endorse myself' has deeply rooted in people's hearts and left a deep impression on many consumers.

Chen Ou's confidence and composure have also deeply impressed everyone's memory of Jumei Youpin, and he has been infected by this and has had a significant emotional resonance.

From past practice, inviting image spokespersons for brands is actually a relatively risky thing.

Because we don't know if there is a risk of house collapse for the spokesperson, once there is a major accident with the spokesperson, it may also drag down the brand's public relations efforts. Instead, it's better to directly create a personal brand.

Pushing Gree's leaders to the front of the stage and actively creating the image of Dong Mingzhu Gree's spokesperson can not only avoid backbiting traffic, but also enhance the brand's credibility and narrow the distance between the brand and consumers.

In recent years, more and more brands have begun to adopt this endorsement model, continuously improving the image construction of enterprises through the construction of personal brands.

However, at the same time, this also puts higher demands on business leaders, otherwise they will also face backlash.

For example, Ma Yun once brought considerable traffic to the Ant Group by virtue of his charm, but later his personal image problems affected the listing of the group, and now he has to retreat behind the scenes.

Ants are also gradually cutting off their connection with Jack Ma on the surface, hoping to secure the opportunity to sprint to the market for themselves.

On the whole, Dong Mingzhu's choice to replace Jackie Chan, the influential brand spokesperson, does have profound concerns.

As the leader of Gree Group, Dong Mingzhu really has enough charm to build a solid personal brand and lead the development of Gree to be better and better.

What do you want to say about this? Welcome to leave your thoughts in the comments section!

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