"First launch, thanks for tasting. Before reading, we sincerely invite you to click "Follow" in the upper right corner, so that you can continue to provide you with high-quality content, and it is also convenient for you to participate in discussions and exchanges, and your support is the source of power for our creation!
** Financial gossip
Author of Financial Gossip
Welcome the God of Wealth on the fifth day of the Lunar New Year, and wish everyone a prosperous Year of the Dragon and a rolling source of wealth.
Although the heat of the "Messi Rebellion" (Messi Messi) of the previous year has passed, the aftermath is still there.
First of allHangzhou official, made a clear statement on Chinese New Year's Eve:Due to well-known reasons, it has been decided to cancel the Argentine football team's trip to Hangzhou in March!
On the first day of the Lunar New Year, the Beijing Football Association also urgently refuted the rumors:Messi comes to Beijing to play? There are no plans to do so. 
The official statements of the two places that they are afraid to avoid send a clear enough signal:The huge controversy caused by the Messi incident has seriously affected Messi's commercial value in the Chinese market, and it is difficult to recover in a short period of time.
The reason is very simple, even though Messi still has a large number of die-hard fans in China and there is no shortage of traffic, brands, merchants or other partners will not easily take risks to offend those Chinese people who are dissatisfied with him.
After allThe brand is looking for Messi's endorsement, not looking for Internet celebrities to bring goods, what he values is his influence and positive energy, not the "black and red are also red" set. Rather, this timeIt is rumored that Messi was terminated by the brand and faces sky-high compensation. Of course, rumors are just rumors, and so far no brand has officially announced the termination of Messi's contract.
However, the turmoil caused by the "Messi Rebellion" has affected the brands that Messi has endorsed or is endorsing, such as the liquor brand that spent a lot of money to ask Messi to endorse last year"Chishui River".was sneered at by the extremely disappointed fans.
RumoredThe endorsement fee given by Chishuihe is as high as 20 million yuan！As a result,Messi has not brought the expected sales, and first brought down the brand reputation of Chishuihe. Between one in and one out, the loss is doubled, and who should pay for it?
Comparatively,J&T ExpressPerhaps the biggest conspicuous bag in the Messi rebellion. A few days earlierJ&T Express was exposed to tough netizens and supported Messi
Soon, J&T Express Hong Kong stocksShare price**10%., a piece of netizens"Reject the polar rabbit".The voice of condemnation. J&T Express official responded: The account that supports Messi is not an official account.
But J&T has lost its market value of 10 billion, and its brand reputation has been damagedThe losses are no less devastating!
In addition, according to incomplete statistics, Messi has also endorsed in ChinaAdidas, LV, Pepsi, Budweiser, Gilletteand other international brands, as wellHuawei, Chery, Glory of Kings, Mengniuand other local brands.
I made a cursory inquiryThe cost of asking Messi to endorse is about 5 million to 6 million euros a year, equivalent to about 40 million yuan per year. The endorsement of 10 brands in the Chinese market can generate 400 million yuan of revenue for him every year.
There are not too many brands that have suffered unjustified disasters due to the spokesperson's "overturning", Bingzi, Fanzi, Fengzi, and Shuangzi are all living examples. The difference is that Messi is an international star, and in the words of some die-hard fans, "people are not inferior to you for China's money".
That's good,If these brands choose to terminate their contracts or demand compensation from them, Messi may directly lose nearly 400 million in revenue.
According to the 2023 Athlete Income Rankings, Messi, who ranks second, earns 1300 million US dollars, this 400 million yuan Chinese endorsement fee, indeedOnly about 40% of themThat's it.
Although it's just a hypothesis,But from the perspective of crisis public relations, this may be the best plan for Chishuihe and J&T to deal with public opinion, and it is worth serious consideration.
OneMessi's commercial value in China is almost zero, and continuing to cooperate will not only make it difficult to bring benefits to the brand, but also may bury mines and leave hidden dangersTermination is a timely stop-loss
SecondThe loss caused by the endorsement fee spent at this stage may be much greater than the gain brought by the past, and the claim may be able to recover some of the lossesMinimize losses
Third, continue to cooperate, not only offend the Chinese people who are dissatisfied with Messi, Messi's die-hard fans are likely not to miss your good, easyTwo faces are not people
Fourth, when other brands wait and see, if Chishuihe takes the lead in jumping out to terminate the contract and make claims, and move closer to the Chinese people who are dissatisfied with Messi, it will definitely beA big event at the swipe-level level——Phenomenal traffic and popularity are at your fingertips, and brand reputation can also be reversed, and even trigger a wave of impulsive consumption (refer to Hongxing Erke).
Messi is unjust, irrational, and immature, and the brand termination and claim are completely tenable, and there is no harm in Baili!