Dior finally waited for Jay Chou.
On the 12th, Dior officially announced: "Jay Chou, a global icon who is also a singer, songwriter, director and actor, has become the global brand spokesperson of Dior fashion and Kim Jones series." ”
This is the first Chinese global brand ambassador in the history of the Dior brand since its establishment. Compared with brand friends, spokespersons of a certain line, brand ambassadors of a certain region, etc., Jay Chou's title is heavy enough to stand directly on the tip of Dior's heart.
At first glance, it feels very proud, you know, the position of luxury brand spokesperson has always been a sweet spot for celebrities, and the endorsement of luxury brands means that the business value has increased to a higher level, it is "proud", "honored" and "flattered", and it is one thing worth bragging about by fans, but clicking on the hot search of Jay Chou Dior Global Ambassador, I suddenly feel that the painting style is a little uncomfortable: the full screen of "Congratulations to Dior", "Dior, your blessing is behind", "Dior has climbed" ......
This time, Jay Chou is anti-customer-oriented, changing from passive to active, and firmly holding the choice in his own hands.
I can't help but sigh: The work is good!
To a certain extent, Jay Chou's influence in the Chinese music scene is higher than Dior's influence in the luxury industry, and his huge traffic and appeal are destined to be the "resources" of luxury goods. Today's core consumers of luxury in the Chinese world are those high-net-worth middle-aged people who regard him as youthful.
In the past, Jay Chou liked to endorse "brands that his fans can afford", such as Yoremi, Emma Electric Vehicle, Metersbonwe, China Mobile, and Grain Perfect Finger Cakes.
You are my Yoremi", "My Territory Rides Emma", "My Territory Listens to Me" These advertising slogans have grown up with the post-80s and 90s, and Party A is estimated to be watching the blossoming in their hearts.
However, the endorsement of affordable brands does not mean that Jay Chou's ability to carry goods is limited to the middle and low end.
Jay Chou is also a curator for auction houses such as Sotheby's and Christie's. In June 2021, he was selected as a guest curator of Sotheby's Contemporary Art Evening Sale, and 46 lots were sold for a total of 8HK$4.6 billion.
In 2022, his limited NFT project will be sold for 40 minutes with 010,000 pieces of 26 Ether were sold at a unit price, equivalent to about 62 million yuan, and the collection was sold within 5 minutes of its launch.
It is said that Jay Chou's popularity can be said to run through all levels of the market.
The superstar of the Chinese music scene, who has basically no negative news for more than 20 years since his debut, has extraordinary appeal and national popularity, in the entertainment industry, "baby resources" like Jay Chou can be said to be very few, from this point of view, Dior is indeed high!