Yongkang hardware doors and windows industry set off celebrity endorsement boom

Driving in the 330 National Road Yongkang section and East Yong line, the roadside billboards, movie stars, singers, laughter "stars shining." As one of the pillar industries of Yongkang Hardware, the door industry has set off an upsurge of “chasing stars” in recent years. The celebrity endorsement of the company was originally nothing new, but in the short term, all the stars gathered to speak for the Yongkang door industry, or caused a lot of repercussions in the industry. It is still to be observed whether Yongkang, a large number of small and medium-sized door manufacturers in the brand's initial stage, can use the celebrity endorsement to prosper the market.

Yongkang door industry star Zha Zi Zeng Zhiwei endorsement Hengcheng door industry, Fang Zuming endorsement Yongjia door industry, Zhu Dan endorsement Jin Kade door industry, Li Jindou endorsement group hi industry...

In recent years, the number of companies in Yongkang's door industry has grown explosively, and companies that have celebrity endorsements have also increased. The reporter found that most of these companies have not been established for a long time, and business owners are generally younger and have relatively new ideas in product development and marketing.

Founded in 2007, Zhejiang JinKaiDe Industry & Trade Co., Ltd. is a “super dark horse” of the Yongkang door industry. Chen Lixin, chairman of the company, is very young. Among the door companies in which many of Yongkang’s celebrity endorsements were made, Jin Kaide’s door industry was considered to be an earlier one. In March 2009, Jinkaide Door Industry hired Zhejiang TV's popular women to support Zhu Dan as their endorsement and became famous. At the China Hardware Fair held in September last year, Zhu Dan’s appearance was even more a whirlwind of star-chasing at the scene. For the celebrity endorsement, Chen Lixin has his own opinion.

“At that time, considering that our company had just started, its popularity was not very high, and it was advertised through high-cost advertising. It invested tens of millions of yuan in advertising in CCTV and other media, and the capital investment was relatively large, but the effect was not necessarily very good. We invited Zhu Dan to speak With less cost, more dealers and consumers can recognize our brand. From the current results, it should be said that this strategy is correct.” Chen Lixin said.

In the same way, the Hengcheng Door Industry, please endorse Zeng Zhiwei, was also established in 2007. Hu Xiaoning, general manager of the company, believes that as the rising star of Yongkang industry, celebrity endorsement has two purposes: First, it uses the spokesperson's own connotation of temperament and the company's brand connotation to resonate; Second, the use of spokesperson's visibility and influence is shorter. Time to enhance the company's brand awareness and influence.

Spokesmen must comply with corporate culture. "I don't know why they chose me as a spokesperson. Maybe it's because I'm surnamed Fang." This is a lovely answer from the interview with the media last year of the "Grand Dragon Prince" Jaycee Chan. Fang Jiaming's endorsement of the Yongjia Door Industry entered the steel and wood door industry in 2004 and is one of Yongkang’s earliest companies entering the steel and wood door industry. Wang Huajing, general manager of the company, believes that the most important thing for enterprises to choose the spokesperson is the consistency between the star image and the product brand.

“We have inspected many spokespersons. As products such as steel doors and interior doors, its brand features are low-key, beautiful, and maintain and beautify the living environment. Therefore, spokespersons must have such qualities in the image. The image of Jaycee Chan is healthy and stylish. , avant-garde, and low-key, modest, like the big boy next door, which is consistent with our brand image.” Wang Huajing said that from the perspective of corporate culture, both the brand image, or spokesperson personality, including the boss's style of doing things All should be consistent.

For this point of view, Hu Xiaoning, general manager of Hengcheng Door Industry, also agreed.

“Mr. Tsang Chi-wai has a head of more than 1 meter and 6 points. It can be said that the appearance is not astonishing. However, he went to Hong Kong alone from Jiangmen, Guangdong, and succeeded with his lofty aspirations and strong perseverance. This is related to our 'great determination and perseverance.' The firm's corporate culture is consistent, and it also fits well with the connotation of the 'Hengcheng' brand. In addition, Mr. Zeng’s looks for good fortune, his starring “Yifu Wufuxing” and other Fuxing movies have spread widely, and we do All of us have to pay attention to blessings to welcome the door, so it is more appropriate for him to serve as a spokesperson.” Hu Xiaoning said.

Celebrity endorsements are not "final shortcuts"

There is no doubt that celebrity endorsements have played a significant role in the rapid improvement of branding in the short term. In the crucial period of the transition from a production-oriented enterprise to a brand, the role can not be underestimated.

Yongjia Door Industry Co., Ltd., developed from small workshops, started the brand construction in 2008 and obtained the “China Famous Trademark”. Now there are 3,000 franchisees nationwide. In 2009, the company began its strategic transformation, transforming from a production-oriented enterprise to a brand enterprise with a reputation. The appointment of a spokesperson for Jaycee Chan as a spokesperson is regarded by the company as one of the important measures to complete the strategic transformation.

Hu Xiaoning, general manager of Hengcheng Door Industry, who has held hands with Tsang Chi-wai, has even greater "ambition."

“We invested 100 million yuan to build factories, of which 80 million yuan were launched on the two major product lines of wooden doors and security doors, more than 10 million yuan for brand building, opened 400 national free service hotline, uniform terminal store image, invited famous brand management experts to carry out strategy Planning, etc." Hu Xiaoning said that the ultimate goal of Hengcheng Door Industry is to build the first brand of China's door industry.

In this regard, the responsible person of the China Construction Metal Structure Association's Gangmu Windows and Doors Committee believes that the current domestic hardware market is still not very standardized, and the product price without technical advantages is higher than that with technological advantages, and consumer rights and interests are not guaranteed. Therefore, the domestic hardware companies only have enough technology, but also have marketing ideas, we must strive to become the leader in the architectural hardware industry brand, in order to promote the industry's industrial upgrading.

“In fact, the door and window companies have only just started the celebrity endorsement, which shows that the product brand of the door and window industry has yet to be upgraded. It also shows that the industry is still in a rising stage of development.” Associate Dean, School of Business Administration, Zhejiang Normal University, Marketing Dr. Zhao Haoxing believes that the door industry is different from other industries. It always focuses on production and sales, and is not good at brand hype. It is far from other mature industries in terms of marketing planning, celebrity endorsements, and other operational experience. Therefore, the celebrity endorsement is not a “final shortcut” for door companies to become bigger and stronger. These companies also need to make more efforts in terms of marketing level, activity frequency, and follow-up promotion.