On October 20th, Hailan House announced on Weibo that they would like to mention the new spokesperson Jay Chou.
Some netizens said with emotion: "The young people who wore Metersbonwe at the beginning are now at the age to wear Hailan House." After all, Jay Chou had spoken for Mestelbonwe for more than ten years. Image source of
: @海兰之家
However, according to media reports, compared to the overwhelmingly favorable comments when Lin Gengxin was selected as the endorsement before, Jay Chou's road to endorsement was not smooth this time.
On the other hand, can Jay Chou rely on his own efforts to save the 8.2 billion yuan of inventory accumulated by Hailan House? Why is
Jay Chou?
On October 18th, Hailan House released a silhouette poster as a pre-heating, but it didn’t take long. Everyone not only guessed that the spokesperson was Jay Chou, but also found that the poster seemed to apply the 2012 Jay Chou endorsement for Metersbonwe. The floor plan taken. Although
did not respond directly to the relevant matters, Hailan Home deleted the Weibo. The micro hotspot word cloud shows that words such as "Metersbonwe" and "Netizens questioned" have become frequently mentioned words in the incident.
After the official announcement on October 20, the first thing that attracted attention was the promotional film that Jay Chou shot for the Hailan House. Compared with the taller Lin Gengxin, Jay Chou's increasingly blessed figure triggered a wave of complaints.
Some netizens said, "Jay's better to drink less milk tea", and some netizens said "It tastes like Metersbonwe". Some even ridiculed, "Youth week endorses Smith Barney, middle-aged week endorses Hailan, and old age week. Can we arrange Hengyuanxiang?"
So there are two questions-"Why did he pick up" and "Why did the brand choose him".
According to the "CBNData Consumer Station" under CBN, from Jay Chou's point of view, he has previously stated that there are two criteria for accepting endorsements, one is what he thinks is great, and the second is that fans can afford it. Therefore, whether it is Kuaishou (Jay Chou opened his first live broadcast on Kuaishou on July 26 this year) or Hailan House, both brands are in line with the Jay Chou spokesperson.
From a brand perspective, choosing Jay Chou seems to have more far-reaching considerations. When Lin Gengxin pulled the Hailan House from the image of a "middle-aged man's wardrobe" by his own efforts, the Hailan House also carried out some celebrity cooperation explorations. During 618 this year,
teamed up with "National Uncle" Wang Yaoqing to bring goods. In September, they invited R1SE Yao Chen and Zhang Yanqi to promote limited fashion IP. They tried a lot, but there was still a long way to go.
and Jay Chou happens to be the leader in outings. According to incomplete statistics, plus this year’s Kuaishou and "Call of Duty" mobile games, Jay Chou has at least 28 brand spokesperson identities since his debut 20 years ago. Among these endorsements, Yolomites, Metersbonwe, Emma electric cars, etc. are cheap Brands have become famous because of Jay Chou. The
CBNData consumer station believes that if the choice of Lin Gengxin is a consideration of brand rejuvenation, then the activation of Jay Chou must also be a fancy to his "flying" ability, coupled with the wise selection of the official announcement of Double Eleven, Hailan Zhi The family's ambition to have a broader consumer market is also clearer.
tries to define itself as a national brand
holding hands with national idols. When you mention Hailan House, what is your first impression now? Is it the "men's wardrobe" that "only visits twice a year"? In the latest propaganda copy, Hailan House tried to define itself as a national brand holding a national idol.
From Yin Xiaotian's "earth hey", Lin Gengxin's "high-cold texture", to the fighting temperament of Chinese player Wu Lei, to the imprint of the era of "Lin Gengxin's idol" Jay Chou... Hailan House has come all the way, its spokesperson It has always attracted much attention and is a very important exposure resource for stars.
From the choice of "visiting twice a year", to "men's wardrobe", and then to "Of course it is me", behind the iteration of the theme is not only Jay Chou's self-confidence in the king, but also the self-confidence of a national brand of Chinese menswear for 20 years. .
Hailan House's recent share price trend
China Securities News reported that from Yin Xiaotian to Lin Xinxin and then to Jay Chou, Hailan House is undergoing iterationsThe spokesperson expressed his determination to further expand the brand's influence. Of course, this determination comes at the cost of sales expenses. According to data from
Wind, the annual sales expenses of Hailan House have increased from RMB 186 million in 2012 to RMB 2.467 billion in 2019. During the same period, the revenue of Hailan House also increased from RMB 1.368 billion to RMB 21.970 billion. However, from 2017 to 2019, the growth rate of sales expenses was greater than the growth rate of revenue during the same period, which may indicate that advertising has not had the previous momentum to bring goods.
Source: Wind
For the full year of 2019, Hailan Home's revenue increased by 15.09% year-on-year, but the net profit attributable to the parent decreased by 7.07% year-on-year. Affected by the new crown pneumonia epidemic, in the first half of 2020, the net profit of Hailan Home returned to the parent company dropped by 55.42% year-on-year.
Source: Daily Economic News, Comprehensive China Securities News, CBNData consumer station, etc.
