In the past few years, there has been a strange phenomenon that has plagued many Chinese brands: any brand that has been endorsed by Jackie Chan seems to be unable to escape the fate of bankruptcy or serious problems. From Overlord shampoo to Chigo air conditioner, many once-glorious brands have had problems after Jackie Chan's endorsement. Is this "Jackie Chan endorsement curse" a coincidence or some indescribable factor?
1. The origin and background of Jackie Chan's endorsement spell.
The origins of this spell can be traced back many years when Jackie Chan began endorsing various brands. Soon after, people found that all the brands endorsed by Jackie Chan seemed to have encountered all kinds of problems. Brands such as Xiaobawang Learning Machine, Aiduo VCD, and Fenhuang Cola have gone out of business or are in troubleCaddy car sales are dismal;Missing dumplings were found to contain germs and were removed from the shelves;Even China's anti-drug ambassador has been questioned for his son's drug use.
2. The influence and spread of Jackie Chan's endorsement spell.
As time went on, the influence of this spell grew, and many people had doubts about Jackie Chan's endorsement. Whenever a brand announces Jackie Chan as its spokesperson, the focus of the public and the best is often not on the quality of the product, but on the fate of the brand. This level of attention has undoubtedly put a lot of pressure on brands.
3. Analysis and reflection of Jackie Chan's endorsement spell.
For this spell, some people think that it is a coincidence, some people think that Jackie Chan's selection criteria are problematic, and some people think that it is the result of over-interpretation. However, regardless of the reason, this phenomenon does cause a lot of confusion for businesses and brands.
Fourth, the breaking and hope of Jackie Chan's endorsement curse.
Despite the existence of the "Jackie Chan endorsement curse", there are also some brands that have successfully avoided this curse through sound strategy and effective management. Gree is a prime example. Although Gree had asked Jackie Chan to endorse him, under the leadership of Dong Mingzhu, Gree successfully avoided the effects of this curse. This not only proves that the "Jackie Chan endorsement curse" is not irresistible, but also provides a new way of thinking and acting for other companies.
Although Gree seems to have escaped the curse in the early stage, Dong Mingzhu's recent series of confusing behaviors feel like driving Gree astray, although I don't want a national enterprise like Gree to decline, but I don't feel optimistic at present!