Lin Xinxin chose Jay Chou, how about this move of Hailan House?

Editor’s note: This article is from the WeChat public account “Star Number BRIGHT DATA” (ID: BRIGHTDATA), author : Xiaoyu, editor: Zhong Rui.

“The young people who wore Metersbonwe at the time are now here to wear Hailan House< /a>’s old”, on October 20, after Hailan House claimed Jay Chou as the new spokesperson, some netizens expressed the above emotion.

To sign the youth of the next generation, Hailan House issued 3 consecutive Weibo to express joy For this reason, the “national brand × national idol” in the copy also seems to imply the determination to further expand the brand’s influence through Jay Chou.

However, compared with the overwhelming praise when Lin Gengxin was selected as the endorsement before, Jay Chou’s road to endorsement was not smooth this time.

On October 18th, Hailan House released a silhouette poster as a warm-up, but it didn’t take long. Everyone not only guessed that the spokesperson was Jay Chou, but also found that the poster seemed to be applied.Floor plan taken when Jay Chou endorsed Metersbonwe in 2012.

Although they did not respond positively to related matters, Hailan’s Home has secretly deleted the Weibo. Up to now, the number of Weibo topics of #海兰之家模型邮精选# has exceeded 220 million. The micro hotspot word cloud shows that words such as “Metersbonwe” and “Netizens questioned” have become frequently mentioned words in the incident.

Picture source: micro hotspot

Fortunately, Metersbonwe is also a brand endorsed by Jay Chou for a long time, so this wave of mistakes of Hailan House has not encountered a big wave of crusades, and everyone’s focus is still on the suitability of Jay Chou and Hailan House.

Why Jay Chou?

The first thing that received attention was Jay Chou’s promotional film for Hailan House. Compared with the taller Lin Xinxin, Jay Chou’s increasingly prosperous figure triggered a wave of complaints.

The tolerant netizens kindly reminded “Jay, let’s drink less milk tea,” while the fussy netizens said, “It tastes like Metersbonwe,” and some even ridiculed, “Youth Week endorses Smith Barney, The middle-aged week is the endorsement of Hailan, can I arrange for the seniors weekHengyuanxiang.

Picture source: Douban

From the feedback, this seems to be another puzzling endorsement. We can explore the reasons behind it from two perspectives-“why did he pick him up” and “why did the brand choose him”.

From Jay Chou’s point of view, CBNData Stars had previously appeared in “Jay Chou’s entry into Kuaishou is worthy of endorsement. As mentioned in the article “Man with Electric Cars”, Jay Chou once said that there are two criteria for his endorsements, one is what he thinks is great, and the second is that fans can afford it. Therefore, whether it is Kaishou or the home of Hailan, both are brands that conform to the Jay Chou spokesperson.

From a brand perspective, choosing Jay Chou seems to have more far-reaching considerations. When Lin Gengxin pulled Hailan House from the image of “a middle-aged man’s closet” by his own efforts, Hailan House also conducted some celebrity cooperation explorations.

During the 618 period this year, they joined hands with the “Uncle of the Country” Wang Yaoqing to bring the goods. In September, they invited the idol group 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 the incomplete statistics of CBNData’s number of stars, 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, Youlemei, Metersbonwe, Emma Cheap brands such as electric cars have become famous because of Jay Chou.

In previous cases, brands related to him can often set off a wave, from a cup of machi milk tea at 388 yuan to selling out Japanese saury, the executive of Emma electric car who once paid a high price to ask Jay Chou to endorse It has been reported that the brand value return brought by Jay Chou’s endorsement is nearly 70 times that of endorsement expenditures. The long-term endorsements of Metersbonwe and Jay Chou over the past 10 years have become a highlight in the development of both parties.

If the choice of Lin Gengxin is the 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 House thinks The ambition to have a broader consumer market is also clearer.

The brand is starting to play the sentiment card?

In addition, when idols flood the endorsement market, there is also a trend of mass aesthetic fatigue behind the traffic and the trend of brand announcements reaching a fixed circle. It seems that playing the love card has become a surprising trick for brands.

On August 19th, underwear brand NEIWAI announced that Faye Wong was the global spokesperson for the brand. On September 5th, Shu Qi became the spokesperson of RED EARTH again after 20 years. Coincidentally, on October 19, Perfect Diary announced Zhou Xun as the spokesperson.

Middle-aged artists do not occupy a dominant position in the fan economy, but with the blessing of the feeling filter, whether it is Faye Wong’s NEIWAI or Zhou Xun’s perfect diary, both have a visible effect on the brand’s style and nationality. .

As the star of this generation Evergreen tree, Jay Chou’s recognition and influence remain Can contend with the top traffic, but also the most emotional capital candidate. Micro hotspot data shows that after the official announcement, the brand popularity of Perfect Diary and Hailan Home has reached recent peaks.

Picture source: micro hotspot

It can be seen that when the sentiment capital is invested, the brand will also receive good voice feedback. At present, Jay Chou’s endorsement of Hailan House still attracts many negative voices, but just like Zhou Dongyu’s endorsement of Wei Mi and Lei Jiayin’s endorsement of Uniqlo, the controversy itself also means the success of marketing. As for whether Jay Chou can become the home of Hailan, of course it still needs real money and silver performance to verify.