[PConline talk] There has never been a shortage of "star news" in the mobile phone circle recently. The wave of celebrities creating mobile phones has not yet been completely forgotten. The hot mobile phone market has recently swept up a craze for celebrity endorsement. Chen Kun signed with Honor, Ruby Ruby endorsed HTC, Han Han joined hands with OnePlus, OPPO signed with Yang Mi, Li Yifeng and Lu Han, AnglaBaby designed beautiful picture mobile phones, etc. The release of LeTV Super Mobile last week invited a large number of stars to help. This suddenly felt like a night of celebrity endorsement craze. While arousing the enthusiasm of laymen to watch the excitement, it also revealed the different product business philosophy of mobile phone manufacturers.
![[PConline Chat] There has never been a shortage of](https://cdn-dd.lujuba.top/img/loading.gif)
The main form of celebrity endorsement mobile phones:
As a product, it is actually common for manufacturers to invite celebrity endorsement. However, with the homogeneous development of mobile phone hardware, the threshold for entering the mobile phone market has gradually lowered, and a wave of celebrity customization has also been spawned in recent years. In general, the combination of mobile phones and celebrities is currently divided into two main forms: one is that manufacturers invest in inviting celebrities to endorse brands or products; the other is that manufacturers customize a star-only product through cooperation forms such as celebrity strategic investment.
Regarding celebrity custom phones, I believe readers who do not pursue stars will hear about it. There is Teacher Cui Jian’s blue bone phone in front, Han Geng’s Geng Phone behind, and even Furong’s sister Shuimu Nianhua has participated. Even the Chinese singer Jay Chou once had his own "Jay Chou" phone. However, most of these mobile phones have strong winds and little rain, and after a while of noisy, they disappear into the sea of machines. However, there are also relatively successful cases of celebrity-made mobile phones. For example, Luo Yonghao (founder of Lao Luo's English) personally formed a company and served as management to promote his own Hammer mobile phone with his influence on the Internet and young user base.
So, why are there more and more celebrities rushing to endorse and customize their phones?
. Celebrity endorsement can strengthen users' memory of product information
Nowadays, mobile phone manufacturers are in a period of hardware homogeneity. If you want consumers to strengthen their memory of product information, you must start from the soft culture aspect and attract consumers' attention. The so-called soft culture refers to the differences in the software and appearance of mobile phones, which can be simply understood as differentiation. After all, the thoughtful and delicate system optimization and outstanding dazzling appearance can all highlight the company's cultural heritage and give consumers a deep impression. However, soft culture is the product of time accumulation, and the effort of time and energy is indispensable. But for many emerging companies, time and energy are issues. If you want to leave an impression on consumers, there is only one most convenient way, which is to ask celebrities to shoot advertisements and endorse them to promote them.
In this era of information explosion, social attention resources have become a scarce resource. As public figures with a lot of attention from society, celebrities have great appeal and appeal. In a sense, inviting celebrities to endorse advertising or participate in custom design can quickly give a different soft culture in mobile phone products, allowing consumers to strengthen their memory of mobile phone or brand information in truly "forgot parameters".
2. Guide users to consume
For fans, celebrities are both friendly and respectful, and can be seen but out of reach. Fans often deify celebrities and regard them as unattainable, resulting in a "halo effect" around celebrities. Mobile phone manufacturers invite celebrities to endorse or customize mobile phones, which is very easy to graft consumers' impression of celebrities to products. When users buy mobile phones endorsed by celebrities, they will be happy about their consumption behaviors that are the same as celebrities, making themselves "like celebrities". Therefore, sometimes the product concepts conveyed by celebrity advertisements to fans can subtly change the consumer concepts of fans, arouse fresh demands that fans do not realize, and even prompt fans to change their purchasing behavior.
Therefore, it can be seen that celebrities endorse mobile phones, which can greatly enhance consumers' memory of mobile phone information. Then, through the dissemination between fans, it will drive the reputation of the product and guide users to purchase. In fact, good products can also feed back to endorsement stars. In this regard, manufacturers and celebrities are in a win-win situation.
The star image needs to be in line with the product concept
However, mobile phone manufacturers do not casually invite a star who looks very pleasing to endorse, or choose a star according to their invitation fee. When choosing stars, mobile phone manufacturers need to give their products a unique personality, but if they want to perfectly show this personality, they still have to rely on the interdependence between stars, that is, the product is the inside and the stars are the indicators. To a certain extent, the temperament of the product itself is more important than that of the stars.
Let’s take Honor’s signing of Chen Kun as an example. As a representative of the new generation of actors, Chen Kun can be said to be “not doing his job properly.” I have a lot of fun publishing books and photos. But fans who know Chen Kun will know that Chen Kun is actually a devout Buddhist practitioner who advocates the "power of walking". This year, Honor’s new brand concept is to “be a global Internet mobile phone guide brand”. It advocates that “the Internet is a shoe”, and Honor wants to wear these shoes all over the world. In terms of brand philosophy, Honor and Chen Kun are in line with certain aspects. To look deeper, Honor’s signing of Chen Kun will not only establish Honor’s positive brand image among Honor’s audience, but also inform users that Honor will expand globally this year.
In addition to personalities, celebrities’ own exclusive tags are also a means to promote mobile phones. The spokesperson of HTCONEM7 is the famous Iron Man - Robert Downey Jr. The Iron Man's label is very consistent with the all-metal body of the HTCONE series phones, and the two are in line with each other. The subsequent signing of Mayday and Ruby Lin, the stars in these two camps have the attribute of "long-lasting" and are still not as popular as many years. They are also Taiwanese. This shows that HTC, as a Taiwanese brand, pays great attention to product quality and user experience needs. It can be seen that HTC is already catering to the needs of Chinese consumers.
. Another major trend in the mobile phone industry recently is goddess mobile phones. For manufacturers, the female mobile phone market is a very profitable novice market, but it is also a market that is difficult to overcome. Currently, the female mobile phone market is Xiaomi Note, IUNI Puff mobile phones and Meitu mobile phones have made some efforts. Among them, Meitu Mobile invited AnglaBaby to endorse the phone. At the press conference, it was even revealed that AnglaBaby personally participated in the design process of the phone.
Considering the popularity of AnglaBaby in "Running Man", it has a lot of attention. Coupled with the increasing goddess temperament, it is very consistent with the main market of Meitu mobile phones, and the endorsement is also excellent.
The star effect in mobile phones is not omnipotent
Nowadays, celebrity endorsements are popular, but to the essence, the power to promote celebrity endorsements still comes from fans, and the importance of fan marketing is naturally self-evident. But when you look at the development history of smartphones, you can also see an interesting scene. Apple, which uses the best marketing of fans, has no celebrity endorsements. When you have time, you can find out what the mobile phone that celebrities use the most is. And who can survive now by clamoring for celebrity endorsement or celebrity customization? The author also adds here that Apple is actually its own star. It is essentially a kind of spiritual sustenance, which is like Jobs, and its innermost is consumers' infinite nostalgia for the details of products and content. This is the so-called Apple religion.
The quality of the product is a skill, but whether it can be sold successfully is another matter. I have seen too many good works that are not popular in the market, and I have also seen some ordinary products sold out instantly due to celebrity endorsements. From this perspective, celebrity endorsements are necessary, and they can grasp the attention of many mainstream media to the greatest extent and thus increase exposure. As for Apple in the above, in-depth research, it is easy to find out how excellent Apple's control over news exposure is, which is far worth learning from other manufacturers.
Summary:
In today's market environment, most of the hardware and process levels of domestic companies are at the same level. It is difficult to make a major breakthrough in a short period of time. At this time, celebrity endorsements can indeed "induce" consumers to shop to a certain extent. However, it must be faced with the fact that celebrity endorsements are only one aspect. What really determines the reputation of the market will eventually return to the product itself. Excellent products can not fall in the face of wind and waves.Therefore, only by carefully operating in products and marketing can manufacturers and celebrities achieve a win-win situation.
