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** 007 of the brand world
Author 007 of the brand world
Look at how excited Dior is, and update three pieces of content in a row on ins to welcome the king to join.
Source: allforjay Jay.
There is a feeling of telling the world, it's like playing me chasing stars:
Finally caught up!It's finally a dream come true!
Source: Netizen.
I finally saw what it was"Say the important thing three times"., what is called superstar platoon.
Congratulations to Dior for finally having a name, and congratulations to Jay Chou"Three Olymps".(Oreo, Dior, Audi) together, will"Three luxuries".It's on the agenda.
It's just that the joys and sorrows of netizens and brands are not connected, and with the official announcement of the new endorsement, controversy ensues.
Good news:
Dior finally made an official announcement in historyThe first Chinese global brand ambassador
Bad news:
Dior was ridiculed for announcing oneThe most mismatched spokesperson in history?
Source: Netizen.
Why was Dior able to take down the Chinese pop ** king, if I had to find a reason to package it, then I would say yesStar-chasing beliefs
The last time I saw the endorsement of the dream was Wu Jing, 8 years after Wu Jing shouted the ham sausage brand, Shuanghui suddenly made an official announcement one day.
You can always believe that marketing is an echo valley :
If you don't forget, there will be repercussions, and there will be rewards if you pay (serve).
That's right, it's the clothes of the clothes.
Anyone who pays attention to Jay Chou's singing will find that there are early signs, Dior's preference for Jay Chou is not to put it on his lips, but on his body, and he has contracted Jay Chou's wardrobe.
It is said that Dior sent clothes to Jay Chou's concert for a whole year, and Heilan House had to sweat when he saw it.
Source: Netizen.
The Moutai of the sauce-flavored latte is sold drop by drop, and Dior's clothes are sent by boxes.
You laugh at Dior for being crazy, Dior laughs at you for not "wearing".
I finally realized that if you want to get the heart of the spokesperson, you must first get their clothes, you young man knows it very well.
Source: Netizen.
In fact, Dior knows how to spend a little money to do big publicity, and through the form of sending clothes, Jay Chou's singing is turned into his own four-season clothing show.
Source: Netizen.
Since they have contributed so many clothes, they can't be worn in vain, and then take down the identity of the spokesperson, which is called a silky and reasonable, and it is easier for everyone to accept.
However, seeing this, there may be people who are confused about sending clothes to Jay Chou to wear, but it is not only Dior.
Balenciaga invited me to watch the show, and Mercedes-Benz also gave a million-dollar ** luxury car as a Christmas gift, why not deserve to make Jay Chou's heart move?
Then there is another reason for endorsement, and that is brand metaphysics.
This starts with Jay Chou's golden sentence:Hualiu is the most dior dick.
Then deduce the endorsement announcement according to the homophonic stalk:Di (di) ao (ao) diao
Here is a suggestion that Dior and Jay Chou cooperate on the name of the advertising song:Oops, super diao.
Well, the above is just a pure and improper analysisBut it's true that the official endorsement has half of the positive and negative reviews.
Where do bad reviews come from?
Unlike Heilan House, which contracted Zhang Songwen's wardrobe, he was in a hurry and performed a disfiguring p-picture;It's not like a certain domestic product ** official announcement of Quan Hongchan, who makes others ugly.
Everyone's attention is mainly focused on the "mismatch" between the spokesperson and the brand:The brand is not matched, the category is not matched, the image is not matched, and Dior itself has been labeled as insulting China, which has affected Jay Chou's reputation to some extent.
The first is that the image does not match.
Some people think that Jay Chou in their impression is a ruffian handsome style, and Jay Chou wears Dior that does not match his own trend image.
Some people even picked up Jay Chou's hands after putting on Dior, and saw that Jay Chou's hands had nowhere to put them, and wondered if Dior had pockets for his clothes.
However, some netizens refuted that Jay Chou has more than one side, and has also tried to appear in front of the public in the image of a suit and a piano prince, at least now he is much more handsome in Dior than Heilan House.
The second is that the brand is not worthy.
Jay Chou, the popular king of Chinese, has created a new era of Chinese and has been evaluated as the light of the Chinese.
But when it comes to Dior, how many people's first reaction is that in addition to luxury brands, it is "insulting Chinese brands".
Counting the little things that Dior insulted China, it is not just a little.
Chen Man's propaganda photos for Dior were ridiculed and squinted, and he was accused of insulting China and deliberately scandalizing the image of Chinese, and was scolded.
Source: Shanghai Quanzhi.
There is also the horse face skirt incident that swiped the whole network, last year Dior listed a skirt was questioned about copying China's "horse face skirt", but the designer called it "Dior's iconic silhouette", Dior has not apologized after being accused of "cultural appropriation".
Source: Hanfu Information.
Although it is said that the designer was dismissed, the Internet has a memory, and these black histories are like Dior stains, and every time Dior is on the hot search, netizens will be taken out and whipped corpses.
This can be understood after the official announcement,Some people directly asked if they forgot the horse skirt incident, and it was difficult to accept Jay Chou's endorsement of the insulting Chinese brand.
So because the two are somewhat out of place in the same frame,Whether Dior can rely on Chou Dong to save his image is still a later story, and he can only remind Dior not to be a demon and die.
Another controversy over endorsement is the mismatch of coffee seats.
High-luxury endorsements are regarded as a yardstick to measure the commercial value of celebrities, so getting weighty luxury brand endorsements is the path for celebrities to be promoted to coffee positions.
But seeing Dior's official announcement of Jay Chou, everyoneI don't know whether to congratulate Jay Chou or Dior for a while:
Dior signs another star:
An artist has come out, and an artist has been promoted successfully.
Congratulations to so-and-so for finally passing the inspection period of the brand.
Dior signs Jay Chou:
Dior is out of the picture, and Dior has been promoted successfully.
Congratulations to Dior for passing Jay Chou's inspection period.
This also exposes the thoughts of netizens - in terms of Jay Chou's ** achievements and status, only he is picky about endorsing brands, and there is no brand that finds fault with him.
After all, compared with the fleeting "shooting star", Jay Chou has always played steadily with his strength and works.
A few years ago, Jay Chou and Cai Moumou swiped the data to play the list, Jay Chou fans played the list for Jay Chou day and night, and was jokingly called "a large-scale sunset red team building site".
No wonder netizens ridiculed this time that "it's Dior's turn to pour the sky's wealth, Dior is really climbing", even if Dior's title to Jay is not a Chinese skin care ambassador or a Chinese makeup ambassador, but the first Chinese global brand ambassador in history.
Source: Netizen.
It can only be said that history is always strikingly similar, just like the joint name of Luckin and Moutai, Heytea and Fendi. In the face of seemingly "not very equal" brand star cooperation, there are always some people who are sought after, and some people who are not optimistic, discussing who climbs high and who marries.
Source: Netizen.
But in any case, the discussion itself is an advertisement that makes a steady profit.
For Dior, with Jay Chou's personal influence, he can increase his voice in the overall communication in China, and he can also increase his brand influence, and the topic of "knocking down the **" is also there.
For Jay Chou, it is also possible to provide fans with talking points, and his idol endorsement has made a new breakthrough, which is a happy thing after all.
Finally, let's talk about the problem of category mismatch.
This is a joke circulating on the archaeological Internet:Jay Chou only endorses affordable goods that netizens can afford.
So Jay Chou officially announced that fans were in a hurry, and they only endorsed the brands I could afford, but Jay Chou secretly got along with Dior
In fact, it seems that this is the case, we have seen Jay Chou's endorsements, and they seem to be civilian brands that most consumers recognize, and I can afford to buy series: Aima electric car, dynamic zone, Oreo, and finger cakes.
Now put Dior and finger cakes together, a little bit separated. No, someone's first reaction when they saw the advertisement, netizens almost thought it was a mobile phone advertisement, Metersbonwe's sense of déjà vu.
In fact, Jay Chou has endorsed ** products and luxury brands before.
As early as 2018, Dituo Watch officially announced Jay Chou as the global spokesperson, and not long ago, Moutai and Jay Chou's endorsement of Mojt Moqito launched a Moutai cocktail, priced at 539 yuan bottle.
Source: @tudor Dituo.
This shows that only endorsing civilian brands is just a stereotype, Jay Chou has long tested the waters in the field of endorsement brands, and there is no contradiction between affordable and people-friendly brands and high luxury.
And as someone said, Jay Chou has so many fans, and he can also subdivide the circle of different consumption levels, so there will always be some people who can afford the ** brand products he endorses.
What's more, the first group of fans couldn't afford it ten years ago, and after ten years of chasing stars, they are now just at the age of buying Dior.
In any case, luxury endorsement is not a playhouse, one dares to find and the other dares to take it, presumably both parties are well thought out, and hope that they will cherish their feathers.
This is not so much the most incompatible endorsement in Dior's history, but rather the endorsement that is the most rubbing himself.
This time, in addition to rubbing Jay Chou, Dior also stained his name.
Ladies and gentlemen, what do you think?Everyone is welcome to discuss and exchange in the message area