Hangzhou Consumers Do Not Buy Star Accounts

In the eyes of ordinary consumers, how much help does celebrity endorsement enhance brand value? How many consumers will become fans of a brand because they like a star? Is the clothing brand without celebrity endorsement unpopular?

Reporters interviewed different age groups, different occupations of the consumer group, their views are quite representative.

The survey found that the consumption concept of Hangzhou consumers is quite mature and rational. They have no special feelings for celebrities. Even if they have their favorite stars, they are more willing to "pick their own clothes" in buying clothes, and will not blindly pursue the brand of celebrity endorsements.

Clothing Salesperson:

Only love brands, do not love stars.

Spokesman: Xiao Weng age: 85

"I rarely pay attention to clothes.

Xiao Weng was handsome and not tall. He wore a white shirt and spoke with his own tune. It was a typical 85.

Before being a salesman in this shop, he has 3 years of experience in clothing sales, and has a unique understanding of fashion and clothing.

"I made it in the south of the Jiangnan cloth clothes, that brand I like very much, especially the men's clothing brand under the flag, sketch, very suitable for me, I often buy it myself."

Xiao Weng believes that buying clothes is the most suitable for yourself. If you want to wear it up to see if you have a unique flavor, "customers generally like to try it. If they don't taste, they will definitely not buy it."

Although I sell clothes, if I see a customer wearing it badly, I will not deliberately advise him to buy it. "

At present, Jiangnan Buyi is not asking celebrities to endorse, but Xiao Weng is now working in this women's clothing store with celebrity endorsements, asking whether the clothing of celebrity endorsement is better selling, and Xiao Weng shook her head: "this can't compare, brand name is different."

However, he disagrees with the brand name of the celebrity endorser. He said, "I think the brand that can survive is more competitive if there is no celebrity endorsement."

"Some brands have stars, they sell very well, like

"I feel that please.

Company white-collar workers:

Like star endorsement, try no harm.

Spokesperson: age: 80

"When you meet your favorite star, do you buy the clothes of that shop?" when the problem is thrown out, a beauty group in a fashion group "jumps out every day" and asks: "women's clothes? Men's clothing?"

Before answering the reporters' reply, "every day" added a sentence with "thunder and ear". "My favorite stars are men, I think I should not buy the men's wear that they endorse," ha ha ha.

This is indeed a contradiction. Generally speaking, the chasing stars are heterosexual, men like women, women like men, wear their favorite star endorsement of clothing, not so easy.

Fortunately, some celebrities endorsed clothing brands such as Jay Chou.

And this beauty net friend "everyday" is just Jay Chou's fanatic fan.

"I like Jay Chou, others are not interested."

"Every day," excitedly said, "before Jay Chou endorsed Macy bond, I went to buy a few pieces, that is, a little bit of a rush to him, but that dress did not buy how to wear, that's it, brand is not suitable for me.

Later, he did not buy it.

"Every day" thinks, likes the star to like the star, but actually said that wants to buy the clothing, must wear out, or according to own interest, will not blindly pursue the star.

"My favorite brands are all cartoon, bear, ah, Betty, Disney, Snoopy, Dora A dream, are cartoon characters endorsement."

"I have no favorite female stars, and the brand they endorse is not suitable for me."

"Every day" said.

"Then if you have a male star endorsed by your favorite male, will you buy it for your husband?" "ha ha, certainly not. I like mature men like Alex Fong and Jet Li. If the husband doesn't wear that flavor, he will not destroy it."

Laugh every day.

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Institution staff:

Do not want to spend this wrong money.

Spokesman: Lao sun's age: 70

"Choose clothes instead of stars. The bigger the stars, the more advertising costs will be spread."

Speaking of the clothes of celebrity endorsements, the 70 generation of old people put on a "calculating trick" appearance. He said, "I buy clothes that are more concerned about the price, and the clothes with poor quality are definitely eliminated by the market.

So the clothing that can be provided in the market can only distinguish one parameter from the price.

Lao sun believes that celebrity endorsement is the laziest advertising means: "taking advantage of celebrities to bring brands is also like taking shortcuts.

But when you look at those clothing brand advertisements, you usually only remember some of the star faces, but finally forget what brand they have endorsed.

"I have seen a set of data: in the 2005-2006 years and two years, the advertisements in Chinese clothing and newspaper have 362 celebrity brands and 276 stars.

Just the men's wear brand gathered Tony Leung, Jet Li, Andy Lau, Jay Chou, Richie Ren, Jiang Wen and so on a series of famous stars endorsement.

Lao Sun said, generally asked these stars, if it is a front line, endorsement fees are in the seven figure, do you think such a big investment in the end is not spread on consumers?

At the same time, Lao sun also believes that for a crowd like him, few stars can affect their dressing styles, and they are more mature and suitable for their daily wear.

"Do you think that a woman wearing H&M would like to buy Nicholas Tse, because she is a little bit more realistic. If you don't like this star, or if the star suddenly has something negative, it will affect sales."

Lao Sun said.

Sophomore:

Is there any endorsement?

Speaker: Maggie age: after 90

In the eyes of many people, the "new human race" has the highest frenzy of stars after 90. They should be the most vulnerable to star influence and willing to catch up with stars.

But this is not the case. Surveys show that this group is actually more rational than people think.

According to a research report published by the Media Research Institute of Communication University of China and two other agencies, "90% of College Students' media usage habits and consumption habits", nearly 80% of university students chose "I like a celebrity, just appreciate him, but I have no action" and "I do not feel like celebrities, but I do not like it, but I do not hate it". The ratio is 53.4% and 26% respectively.

Fanatical pursuit is not the mainstream of young people. On the contrary, they emphasize themselves.

Maggie, a sophomore at Zhejiang University, said, "I like Wang Luodan, she is also speaking to everyone, but I won't buy her clothes because she speaks for everyone, except that the special guests really have my favorite style."

Maggie said that many students like themselves, like to try all kinds of styles, changing styles: "what to wear depends on the weather, watching the mood, watching the scene to decide, we do not want to be designed to be a fixed appearance, in addition to their own, no one can represent us, the stars are the same."