Joya, Burberry’s brand public relations director, finalized Chen Minhao as the cover character of Burberry’s internal magazine in August. Judging from the results, it is a win-win situation. Burberry's brand has gained exposure, sales have increased, and Chen Minhao's net worth has doubled.
Luxury brands spend money to find celebrities to be brand spokespersons, brand ambassadors, brand friends, and brand event promotions. On the one hand, it is for brand building, and on the other hand, it is to let celebrities become fashion shopping guides and carry goods.
Because in China, luxury goods and social media are in the growth stage, so domestic consumers are very sensitive to online evaluations of luxury goods. Young consumers prefer to obtain luxury-related information on social media.
The number of fans of Chen Minhao is also real. In addition, Chen Minhao has a relatively small number of endorsements. His fans are even more enthusiastic about Burberry's Weibo. The number of dehydrated retweets in 24 hours ranks among the top in Burberry's past history. As a close friend of the brand, Chen Minhao can bring such exposure to Burberry, which makes Joya smile from ear to ear.
Popularity is not always the same as commercial value. For celebrities, "bringing goods" is far more important than "popularity" because it is closer to the ultimate goal of everything: commercial value.
Three days after Chen Minhao's Burberry poster was released, some domestic clothing brands offered Chen Minhao an endorsement worth as much as 10 million. This is recognition of his ability to "bring goods", and Chen Minhao's fans are indispensable.
Chen Minhao's fans have a wide age range, and many of them are white-collar fans and mother fans with a certain purchasing power. Moreover, the purchasing power of fans has basically not been developed, so Chen Minhao has brought a lot of direct sales increases.
Su Yan, the newly hired operator, immediately got into work and analyzed the star luxury index for Chen Minhao. At present, the appeal of top stars is not as good as that of growing stars, so more and more luxury brands tend to cooperate with young stars, and quickly Gain recognition from young fashion groups.
Therefore, she personally opposes Chen Minhao taking over domestic clothing brands. This coincides with Chen Minhao and Kang Hui's idea of becoming global superstars. Endorsements are exclusive, and Chen Minhao, who is quite optimistic about his future, can only reluctantly refuse tens of millions of endorsement fees.
The world advocates peace, and war is disgusting. In today's social environment, peaceful development has become the mainstream of human society. However, there is still a battlefield in this world where there is no smoke in the entertainment industry. In this battlefield, people are criticized publicly and slandered secretly.
Chen Minhao's image in the Burberry poster was praised by marketing accounts as handsome, charming and suave, but then he was dissed by several marketing accounts - "Chen Minhao Fans Loan to Star"
[Xiao Tian, 22, graduated from a college in Hexi last year. She had just stepped out of campus and had to pay for her excessive consumption before she could earn her own living.
It turned out that Xiao Tian, who was entering his senior year, was obsessed with an idol named Chen Minhao. For Burberry, which his idol recently endorsed, he used Star Financial Management to borrow 12,000...]
"Sister Kang, have you found out? Who is setting the pace?"
"Ding Liujun's team."
"Ding Liujun? That actor who starred in two movies in a row. I have absolutely nothing to do with him."
"He is also one of Burberry's brand friends now. He is eager to get a higher position. You are blocking his way. Moreover, Ding Liujun and Liang Hui are in the same company. I guess he and Liang Hui are a little bit naughty."
Kang Hui turned to Wu Xiaoshuang and asked, "Has Xiao Tian's identity been found out?"
Wu Xiaoshuang was typing loudly while saying: "It was found out that her Weibo did vote for Chen Minhao during the period of "Artist Trainee". This is also the one used in the marketing account to prove that she is a fan of Chen Minhao.
But after reading her Weibo, I found that this girl only interacted with Chen Minhao once, and she usually likes to show off her bags, mobile phones, etc. on Weibo. This time she took out a loan to buy a Burberry bag, and Chen Minhao was caught in the crossfire. "
Chen Minhao interjected: "I think the most important thing now is to advocate rational consumption by fans."
Wu Xiaoshuang asked worriedly: "But if you don't encourage fans to buy, will it affect your ability to become a brand ambassador?"
Kang Hui chuckled and said, "We promote rational consumption, but we are not discouraging purchases."
Wu Xiaoshuang, please contact Zhenfen now and call on Chen Minhao’s fans to do what they can. "
Less than half an hour after the marketing account broke the news of "Chen Minhao Fans Loan to Star Chase", Chen Minhao's big fans began to criticize Chen Minhao's super words:
[Idols are progressing too fast, and I can’t keep up. I feel like Wohao has never cooperated with a low-end brand, but this kind of international brand. As a fan of Wohao, I must work hard and make money! However, students who have no money must not feel guilty and use their guilty time to work hard to become a better version of themselves.
Refuse all small loans, including borrowing money. Don’t think that I am letting myself get into debt. He will be disappointed!]
[Follow stars and do what you can. Many of Chen Minhao’s fans are students or even underage. This is a fact. Don’t be embarrassed. So it doesn’t matter if some fans don’t have enough financial resources. More publicity and more data are all true love.
Our Baozi shop has never said that we bought it, or how much we bought as true love. Remember these four words and do what you can. The meaning of an idol is not that you appreciate his strengths, but that you turn his strengths into your own.]
After Chen Minhao saw this Weibo post, he immediately liked it.
Chen Minhao sighed to everyone in the office: "What this fan said is really good!"
Wu Xiaoshuang smiled and said, "This is one of my vests."
… …
The words of Chen Minhao's fans and Chen Minhao's likes received praise from many passers-by, praising this as a positive energy in the fan circle and a rational pursuit of stars. But among the 10 complimentary comments, there are always one or two that count. Chen Minhao is trying to make up for it before it is too late.
Kang Hui rubbed his temples and said, "I just said hello. There shouldn't be any big marketing accounts jumping out to slander Chen Minhao at this time. But there are always some marketing accounts who do whatever it takes to make money, and they are like flies among us. Jumping in front of me.
We must find a way to separate the relationship between Xiao Tian and Chen Minhao. She voted once, so she is considered a fan of Maoxian! "
After Chen Minhao carefully watched "Chen Minhao Fan Loans to Star Chase" three times, he raised his head and said to Kang Hui: "Sister Kang, I found that Xiao Tian's loan platform is Star Financial Management, and this Star Financial Management was originally in "Artist Trainee" "When they asked me to advertise, I refused, and then Xiao Jing took over the P2P platform."
Kang Hui's eyes lit up and he said: "Wu Xiaoshuang, go dig up this Xiao Tian's loan record. I looked at her Weibo and I don't believe that he only took out a loan this time. We will divide the rhythm into three waves:
The first wave of digging up Xiao Tian's loan records made it clear to passers-by and fans that this Xiao Tian did not get the loan because of Chen Minhao.
In the second wave, some trainees from "Artist Producer" were asked to recall: Chen Minhao rejected the advertisement for Star Financial Management, but Xiao Jing insisted on joining. There must be some trainees who are currently relatively confused who are willing to take advantage of this popularity.
The third wave used serious marketing accounts to criticize celebrities for endorsing P2P advertisements, and finally used the topic to the point that Xiao Tian might have seen Xiao Jing's advertisement before taking out a loan. "
… …
Xiao Jing watched happily at home as Chen Minhao was hacked. Little did he know that a big pot was running towards him.
(End of chapter)