Can the star effect really promote the development

2022-07-22
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For aluminum alloy door and window enterprises, the star effect is actually a "double-edged sword", with both advantages and disadvantages

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for aluminum alloy door and window enterprises, the star effect is actually a "double-edged sword", with both advantages and disadvantages

in the entertainment industry, some gossip events can quickly attract the attention of gourd eaters. For example, the "creation 101" that just ended two days ago became a group, Yang Chaoyue was voted by fans, and the words "Yang Chaoyue rowed out" and other words quickly appeared on Weibo. Three of the ten popular Weibo searches that night were about this program, which shows that the influence and popularity of the stars are simply extraordinary

it is precisely because of the high-value effect of stars that stars have become the "sweet pastry" competed by all walks of life. Endorsing products and attending activities have become the ways to reflect the star effect. The incalculable influence of stars also makes all walks of life eager to invite stars to speak and quickly improve brand awareness. There are countless enterprises that have successfully promoted their brands with the help of the star effect, including the aluminum alloy door and window industry

throughout the aluminum alloy door and window industry, the most dazzling is the image spokesmen of major brands. King Andy Lau speaks for Mengtian wooden door, "national daughter-in-law" Haiqing speaks for sieneman home, Chen Baoguo speaks for imperial doors and windows, Zhang Fengyi speaks for Hennessy doors and windows, etc. finding Mingxing spokesmen has become a very common situation in the aluminum alloy door and window industry, from actors to singers, from Uncle level figures to hot little fresh meat, Undoubtedly, they have become the best spokesperson. The entertainment marketing mode of inviting stars to help is also popular. Star signing meetings, public welfare activities, music festivals and other forms skillfully integrate the star effect with the home furnishing industry, and using the star effect seems to become an irresistible development trend in the industry. So, is the income brought by the star effect really "worth more"

what we need to understand is, what is star effect? Star effect specifically refers to that every product of an enterprise pursues the maximum utility of the market, and takes this as the purpose to establish a brand image, so as to obtain the public's love and support, and finally create a good brand image

in addition to building brand image, a large number of attention caused by the star effect and improving brand awareness are the reasons why aluminum alloy door and window enterprises take a fancy to the star effect. It is undeniable that stars can indeed attract the attention of consumers to a certain extent. Fans will spontaneously pay for the brands and activities endorsed by their idols out of their support for their idols

however, some fast-moving consumer goods with short service life and low price, such as food, clothing and daily necessities, can be bought everywhere, and the sales volume of these goods highlights the influence of star effect. However, aluminum alloy door and window products are large slow-moving consumer goods, which are different from ordinary fast-moving consumer goods. Only when consumers really have demand, they will choose the aluminum alloy door and window products they need. These products have a long service life and are expensive. Therefore, consumers will generally shop around when purchasing, and pay more attention to the quality and after-sales service of products. Whether there is a star endorsement has become a secondary influencing factor

however, why do aluminum alloy door and window enterprises choose stars to help? In particular, entertainment marketing, which has become more common in recent years, has invited Jinsha to appeal to the public to pay attention to noise pollution; Xinbiao home, together with Chen Chusheng, assisted in the first Xinbiao Music Festival; Shiniman home invited "Jing brother" Huang Rihua to hold a high-profile star signing meeting... Can the real value be obtained behind the invitation of stars to help

after all, the stars in the entertainment industry are expensive. The appearance fee for inviting to attend an event is more than tens of millions or less than tens of thousands. How much trading volume has such a huge cost brought to aluminum alloy door and window enterprises? How much sales have been increased? Unlike FMCG, which can be bought immediately and taken home, the entertainment marketing activity site of this aluminum alloy door and window enterprise can only rely on the influence of stars to expand the exposure of the brand and let more consumers know the brand. In fact, it has no immediate effect on the actual increase in sales

to explore the essence of the star effect, a person in the industry said that the cost of celebrity endorsement or inviting stars to participate in activities is high, but the real return is far less than the cost expenditure. However, many aluminum alloy door and window enterprises in the industry invite stars to help. Due to the pressure of peer competition, they have to follow the pace of industry development and use the influence of stars to expand brand popularity

from this sentence, it can be seen that some enterprises also consider the development trend of the industry as a starting point, and even are more or less under pressure from their peers. After all, the competition in the aluminum alloy door and window industry is fierce, and a wide range of aluminum alloy door and window brands make it difficult for consumers to choose. If they want to stand out among them, it is difficult to reap results quickly only by relying on products, and using the star effect may be one of the shortcuts to expand brand popularity, The overwhelming poster publicity, at least in front of the vast number of consumer groups to earn a sense of existence. For example, recently contracted a mobile phone advertisement in many anti-aircraft guns, subway stations and bus stations across the country, coupled with the super large poster of Wu Yifan, a small fresh meat, immediately let consumers know this new mobile phone. Compared with the original mobile phone brand that invited netizens to endorse it, this star effect can be said to have been brought into full play. Not to mention that fans will choose to buy this mobile phone, even passers-by see Wu Yifan's poster propaganda, I was also deeply impressed by the mobile phone

however, with such a huge investment, for aluminum alloy door and window enterprises, it is still necessary to think rationally about the proportion of their investment and effectiveness. In an interview with reporters, some dealers have made it clear that because aluminum alloy door and window products are faced with more consumer groups with real demand, household products belong to slow-moving consumer goods, and aluminum alloy door and window products are generally used for more than ten years or longer, Consumers with such needs pay more attention to the quality and service of products. In fact, they don't pay much attention to whether they are endorsed by stars or assisted by stars

of course, investment attraction is also one of the main goals that aluminum alloy door and window enterprises want to achieve by using the star effect. In the hearts of dealers, whether there are stars to endorse or support, are only consumers' first impression of the brand, and perhaps even a gimmick for dealers to promote products to consumers. However, with the rationality and maturity of consumers' consumption concept, aluminum alloy door and window products with star aura are actually not valued. Truly cost-effective aluminum alloy door and window products, with good pre-sales, in-sales and after-sales services, are naturally more popular with consumers

in view of the star effect, Mr. kongdeyong of Mingzhu Chuangzhan doors and windows said with deep feeling that now the aluminum alloy doors and windows industry is talking about brand building, but brand building is not a day's work. For example, the Mingzhu Chuangzhan doors and windows brand has been in operation for ten years, and has always taken "ingenuity, quality, safety and family protection" as the slogan, adhering to quality to serve customers, and creating a new classic brand of safe aluminum alloy doors and windows. Even though many aluminum alloy door and window enterprises use the star effect to expand their brand influence, many aluminum alloy door and window enterprises insist on winning with quality and service like pearl

it's a way to invite star spokesmen, and it's also a way to advertise on CCTV. In the final analysis, it's actually spending money, but the income is far lower than the investment. Moreover, star spokesmen usually sign for two years. After the two-year signing period, the price of renewal must rise again

for enterprises, the star effect is actually a "double-edged sword", with both advantages and disadvantages. On the one hand, stars can indeed help enterprises obtain a certain degree of attention in a short time, which may be unprecedented than before. Whether in brand publicity or investment attraction, they can become the first impression to attract the attention of consumers and dealers; On the other hand, a high amount of capital investment is not an equivalent return. The good reputation of the brand is more about the quality of the products. Even if there is a problem with the products, no matter how big the stars are, it still affects the shaping of good reputation

therefore, only enterprises themselves may know what the star effect will bring to the aluminum alloy door and window industry. However, when considering the star effect, the aluminum alloy door and window industry should not invest too much money, which will lead to products and services falling behind, thus affecting the reputation of the brand. Products and services are still the foundation of the development of aluminum alloy doors and windows enterprises. Only with the real core competitiveness of the enterprise can we cope with the rapid changes in the aluminum alloy doors and windows market and stand tall in the industry

[Mingzhu Chuangzhan doors and windows http://www.mz588.com/Investment hotline: 400-183-2168]

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