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      YKK拉鏈分析為什么品牌和代言人都該“破圈”了

      2019/7/25 10:54:47      點擊:

      YKK拉鏈www.www.suryaabaditek.com盡管該品牌一直在努力尋找一位受歡迎和受歡迎的發言人,并對官方聲明感到緊張,但社交媒體的反饋褒貶不一,不幸的是,還遭到了噓聲。

      為什么品牌總是遇到“代言人”的問題?

          有些人說,這是因為品牌沒有做好功課,依靠首席執行官、創意總監或一小群高管的直覺來做出這個數百萬美元的決定。

          更多業內人士感嘆,真正的原因恰恰相反,品牌往往做了太多太詳細的調研工作,幾乎迷失在明星的背景、人物、粉絲流量數據YKK拉鏈,以及標準的品牌運營手段等細節中。

          特別是在中國這樣一個用戶基礎龐大、增長迅速的新興市場,在各方的權衡下,耀眼的“流量”明星和年輕人對小鮮肉的喜愛“成為許多品牌在各種糾紛案中尋求幫助的一種“安心”。

          不幸的是,這樣選擇的代言人往往很難讓品牌的真正用戶付費。他們要么對“公眾形象”沒有感覺,抱怨自己的真實情感被忽視,要么甚至覺得品牌故意迎合社會熱點,過度勞累,失去尊嚴。

      到底是哪里出了錯?

          過去,品牌用戶就像坐在音樂廳的觀眾席上,看著女高音在聚光燈下演唱。但現在它就像走在一個開放的廣場,在一個萬人的狂歡節,充滿了花車,街頭藝人一個接一個地唱,從四面八方。

      從女高音到街頭藝人,品牌與代言人之間的關系完全被顛覆,從音樂廳到廣場,品牌向用戶“傳遞聲音”的場景也完全被改變。

      如何為一個有代言人的品牌“打破怪圈”?

      一個沒有代言人的品牌怎么能“打破圈子”來選擇候選人呢?

      代言自己的人,是否“打破了圈子”與品牌之間的關系?

      《破碎的圓圈》候選人:兩個極端的平衡:真實與虛擬

      如今,品牌在“慎重”考慮下選擇代言人有四個“難以言表”的原因:

          1)曝光過度,尤其是在同一時期使用“普通”面孔——著名超模肯德爾•詹娜(Kendall Jenner)一個月內獲得了22次不同的代言。

          2)所謂的曝光率與用戶的實際互動率并不相符——美國真人秀明星金·卡戴珊·韋斯特(Kim Kardashian West)在社交網站上的曝光率是不可否認的YKK拉鏈,但研究表明,很多消費者并不認為她值得信賴。

        3)高額的合作成本和難以量化的IP價值

        4)看似完美的“人設”下暗藏的脆弱和風險

        時尚需要和人們發生情感聯結,具象的、有IP價值的人物形象永遠被需要。

        當品牌和用戶對傳統代言人的信任感不斷降低,真實又完美的形象尤顯彌足珍貴,但卻無法兩全。

        在中國,因社交媒體和電商極度發達,用戶關注和購買行為高度重合,直接導致代言人的“市場化”程度加深,結果顯而易見:

        代言人的分工不斷細化、能為品牌代言的對象增多、成本降低,大大小小的比巨星更真實的新人、綜藝節目催生和垂直領域的實力派們、更直接帶貨的KOL紛紛涌現…讓許多“普通人”擔當起品牌大使、品牌好友、甚至網絡上的超級巨星(比如最近爆紅的網絡主播李佳琦)。

        在全球,品牌在尋找更真實的代言人過程中,甚至還發現了一個科技帶來的完美“人設”:虛擬偶像…

        “破圈”用人:從傳播場景下功夫

        傳播場景被顛覆后,拍廣告+出席活動這種傳統的“音樂廳”式的營銷策略值得重新思考。

        比如Gentle Monster直接以李易峰為主題策展的方式,就更符合“嘉年華”的場景,

        線下沉浸式體驗是品牌Gentle MonsterDNA,本就擅長打造空間的這個韓國眼鏡品牌,直接以明星李易峰的童年為靈感,在其Dream Visit生日音樂會同期,特別打造一個線下集合裝置、多媒體和表演藝術的體驗空間。品牌充分發揮了自己打造空間的強項,最大程度滿足了明星粉絲希望拉近與明星距離的參與感,通過將其引流至線下,加強對品牌的認知度和好感度。

        一些優秀的新銳品牌,在代言人的合作和投放策略上也會更有的放矢。

        較之商業品牌的巨額投入YKK拉鏈,中國原創內衣品牌內外NEIWAI團隊花了三個月時間獨立完成整個營銷方案的文案、創意(拍攝由代言人杜鵑熟悉的專業團隊完成),并針對杜鵑量身定制了宣傳攻勢:“#我的內外,你都了解”。

        在投放渠道上,內外NEIWAI也另辟蹊徑,品牌的三條視頻宣傳片全部通過影院投放。

        品牌創始人劉小璐坦言,影院不是性價比最高的渠道,但她看中的是影院的精準和體驗。“我們的用戶都會定期去影院看電影,我們希望讓用戶看到品質最好的內容,并產生向往”。

        今天的品牌和代言人們都明白,自己不再擁有安靜聆聽的“觀眾”,只有希望被打動或互動的“用戶”。

        代言人的“破圈”:從接代言到創品牌

        流行天后Rihanna(蕾哈娜)的個人Instagram7050萬粉絲,她的品牌代言合約通常是天文數字。

        如今,她在時尚圈的身份已經不再是簡單的“品牌代言人”,而是華麗轉身為一個品牌的創始人——與LVMH集團聯手打造自己的專屬奢侈品牌Fenty

        值得注意的是,FentyLVMH集團自1987年投資設計師Christian Lacroix遭遇慘敗后,第二個從零開始扶植培育的新奢侈品牌,Rihanna也成為首位執掌LVMH集團旗下奢侈品牌的黑人女性。

        談到這次不同尋常的合作形式,LVMH集團首席戰略官Jean Baptiste Voisin表示:“Rihanna不是最出名的人,粉絲數也不是最多,但她擁有超凡魅力。我相信還有其他名人粉絲更多,也很專業,但她們不是Rihanna。”

        相信此舉也是出于LVMH集團長期觀察并深度評估Rihanna得出的判斷,不僅考量她作為明星與用戶的真實互動率和可信度,上海YKK拉鏈也看中她作為一個企業家的責任心和專業精神。

        此前,Rihanna已經與LVMH集團合作開發了利潤豐厚的Fenty Beauty美妝系列,還曾與德國運動巨頭Puma合作推出大火的運動裝和鞋履系列,還擁有合作內衣品牌Savage x Fenty

        Rihanna表示,“我的時尚觀與眾不同,而且是非傳統的,因為我不是時尚行業的人。”

        類似的案例還有美籍意大利裔歌壇巨星Lady Gaga與美國電商巨頭亞馬遜(Amazon)將推出Haus Laboratories彩妝產品線。

        德國運動巨頭阿迪達斯也承諾幫助美國歌壇巨星Beyoncé(碧昂斯)重啟她創辦的女性運動時尚品牌Ivy Park,同時保留Beyoncé對品牌的所有權和控制權。

        越來越多的代言人“破圈”,從“碰貨”開始,甚至擔當品牌主理人,收益預期豐厚,但也意味著要承擔巨大的經營風險和機會成本——與擔當品牌代言人不同,打造自己的品牌,縱然背靠雄厚資本和專業團隊YKK拉鏈,也很難坐享其成,必須全情投入,親力親為,關照好每一個細節。

        最近《華麗志》就曾報道:在Instagram上坐擁1.43億粉絲的超級紅人卡戴珊宣布創立塑身內衣品牌,但產品還未上市,就由于品牌名字與日本“和服”一詞的英文發音及羅馬拼寫一摸一樣,引來公關危機,在一片反對聲浪中,卡戴珊被迫宣布品牌更名。YKK樹脂拉鏈上海YKK拉鏈


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