This is an era of entertainment for all, and also an era without stars. Walking around the streets, all kinds of celebrity endorsements come in. Star Endorsement has become a survival rule for businesses. Leather industry also aimed at this business opportunity and began to take the route of celebrity endorsement. Zhang Ziyi, Gianna Jun, Fan Bingbing, Kim Su Hyon and other entertainment circles, the hot stars, have become the object of competition. The star effect really will give businesses a shot in the arm to quickly boost sales and brand awareness, but does this mean finding celebrity endorsements for all leather companies?

Since 2014, there have been frequent earthquakes in the entertainment industry. Because of the timeliness and uncontrollability of Internet communication, the brands endorsed by these stars may suffer unprecedented crises. For example, some time ago, Jaycee Chan and Ke Zhendong were shocked by the news that they had been arrested for drug-related drugs, because two people were the spokesmen of many well-known brands. brand There is no small earthquake inside. "Finding celebrity endorsements is a high risk." A company insider who is working with Ke Zhendong is so impressed. Using star endorsement can enable enterprises to rapidly enhance the visibility of a product and boost sales with the help of star effect. However, finding a celebrity endorsement is actually a "gamble". Gambling has benefited greatly, but if gambling is lost, it will turn consumers' grievances to the endorsement products. Therefore, celebrity endorsement is risky, and leather industry needs to be cautious in playing brand.

Beside the stars, leather enterprises are also wearing star rings, but this "Avenue of stars" has a long way to go. At present, the use of celebrity endorsements is limited to the initial stage in many enterprises. For example, stars are invited to take part in one or two corporate activities every year. Do not know how to take advantage of the situation, this is the biggest waste of star resources. It is suggested that enterprises should make use of "celebrity endorsement" to create fame, not only need to choose the right time, but also need the perfect connection between star and brand, including popularity, temperament, popularity, even the degree of intersection between fans and audiences, and the advantages compared with the competitive brand spokesperson. In addition, we should also consider whether our channel construction is ready. Get ready To meet the hurricane effect of the stars. The most important point is to consider the endorsement candidate carefully. Stars have been exposed to the spotlight for a long time, and every move is under the public eye. The spread of celebrity scandals is even more alarming. Therefore, it is the first choice for leather enterprises spokesmen to be self conscious, well respected and well connected.

For leather enterprises that are rich in capital and can afford to pay high endorsement fees and advertising fees, they want to start their own brand. Celebrity endorsement is a good choice. Star effect helps to rapidly enhance brand awareness. However, for small and medium-sized enterprises that are in the initial stage of financial difficulties, instead of choosing a three or four line star who has no reputation to make endorsements, it is better to use funds to improve the quality of products first.