Gree is the leader of the domestic air-conditioning industry, and has always focused on product research and development, and has not done too much publicity.
Now, when it comes to Gree, the first person that comes to our minds is Dong Mingzhu. In fact, Gree Company has also had a spokesperson --- Jackie Chan before.
However, two years after signing a contract with Jackie Chan, Dong Mingzhu advocated "replacement" of this influential spokesperson.
Of course, the board of directors disagreed, but Dong Mingzhu directly gave three reasons for "replacement", so that everyone could not refuse, and the final result was naturally that Jackie Chan was replaced.
1. The endorsement fee is too high
Jackie Chan's influence in the film industry, everyone should be very clear, although he rarely appears on the screen now, but as long as he starred in the movie, the box office is naturally not low.
The reason why Gree asked Jackie Chan to be the spokesperson was also after careful consideration. The bigger the brand, the more traffic it needs and the more influence it has.
Gree asked Jackie Chan to be an endorsement, which did allow Gree to gain a lot of traffic in a short period of time. Many post-80s and post-90s generations still remember Jackie Chan's sentence: "Good air conditioning, made by Gree".
Jackie Chan's endorsement not only made Gree earn a lot of money that year, but also earned himself a lot of advertising and endorsement fees. This is also one of the reasons why Dong Mingzhu is worried.
Dong Mingzhu has always felt that money needs to be spent on research and development, rather than spending a lot of money on a spokesperson. No matter how good the spokesperson is, it will not be able to improve the quality of the product. Therefore, if a company wants to develop for a long time, it does not rely on traffic or influence, but on excellent strength.
Second, be confident in your own products
Dong Mingzhu believes that if you rely too much on spokespeople, it may cause irrational consumption by consumers.
When consumers buy Gree products, they may not trust its brand and products, but more out of love for the brand's spokesperson.
If Jackie Chan no longer endorses Gree, consumers' requirements for Gree products will increase, which means that consumers' expectations for Gree products will be higher and higher.
There are two sides to everything, which can not only stimulate the development of Gree, but also make everyone pay attention to Gree's products and Gree's technology.
If Gree can grow steadily without a spokesperson, then it will be a great encouragement, and it will also be a great encouragement to developers, product development designers and managers of various departments, so that everyone can be full of confidence and meet the future development in a better state.
3. Build a personal brand
Instead of spending a lot of money to ask traffic stars to endorse, it is better to use various marketing methods to build your own brand.
Something similar has happened before, I don't know if you still remember Jumei?
And the spokesperson of this brand is Chen Ou, the founder of Jumei. The advertising slogan "My name is Chen Ou, I speak for myself" is deeply rooted in the hearts of the people and has left a deep impression in the hearts of many consumers.
Chen Ou's confidence and calmness left a deep impression on everyone and made them resonate strongly. Judging from past experience, there is actually a certain risk in hiring a brand spokesperson.
If something happens to the spokesperson, it is likely to affect the brand's public relations. In that case, let's build your own brand.
Let Gree's leadership step in front of the screen and let Dong Mingzhu become the spokesperson of Gree, which can not only avoid the negative impact of the brand, but also enhance the credibility of the brand and shorten the distance with consumers.
In recent years, more and more brands have begun to adopt this type of endorsement, building a personal brand to continuously improve their brand image.
But at the same time, it is also a big challenge for the leader of a company.
Take Jack Ma as an example, he once used his personality charm to bring huge traffic to Ant Group, but later he had to retreat behind the scenes because of his personal image problems, which led to the failure of the group's listing. Ant Group has also gradually dissociated itself from Jack Ma and wants to take advantage of this listing.
Overall, Dong Mingzhu's choice to replace Jackie Chan, a brand spokesperson with strong influence, does have deep considerations.
As the helmsman of Gree Group, Dong Mingzhu's personality charm is enough to make Gree go better.
Disclaimer] The process described in this article** is from the Internet, which aims to promote positive social energy and eliminate vulgarity and other bad orientations. If the content involves copyright or character infringement, please contact us in time, and this site will be deleted as soon as possible!If there is any suspicion, it will be deleted or modified after contact.