Oil companies are keen on celebrity endorsement

Star endorsement has become an important means for enterprises to publicize their brands, and oil enterprises are no exception. "Super Dan" couple, well-known host Wang Han and many other stars have become the spokespersons of well-known oil enterprises. Star endorsement not only brings benefits to enterprises, but also guides consumer demand.

Ogway, the father of American advertising, once said that the purpose of advertising is to help companies sell products, otherwise they would rather not do it.

Yihai Jiali, a well-known oil processing enterprise in China, is naturally well versed in this way. Golden Dragon Fish Edible Oil, in cooperation with Lindan and Xie Xingfang, the world badminton champions, has made the golden dragon fish a "choice for champion families" with natural and pro-people marketing strategies. This card has played very well. As a super sports star sweeping the country, Lindane's brand value and influence are undoubtedly undoubted. Especially after winning the World Championship again, Lindane's influence has expanded again.

In addition to goldfish, Xiwang Corn Oil, a high-end edible oil brand, employs Mr. and Mrs. Zhang Guoli and Mrs. Deng Jie; and Hunan Jinhao Tea Oil employs Wang Han, a well-known host of Hunan Satellite TV, as product image spokesperson. These brands hope to enhance consumers'awareness of products and brands through star's aura and influence.

Marketing Star

"Star endorsement has become a major trend in domestic advertising. The influence of stars and the product quality of enterprises are of great value to the growing enterprises eager to gain market popularity and mature enterprises that need to consolidate the market. A well-known domestic marketing expert said.

Changsha Haoyin Industrial Development Co., Ltd. has rice germ oil and chili sauce and other products. Wang Jutao, general manager of Changsha Haoyin Industrial Development Co., Ltd., believes that Haoyin is a growing enterprise, enhancing brand awareness and industry influence, and expanding market channels are the top priority for enterprise development. "Because we have a group behind us to support, the group does not care very much about the profits we make. Therefore, I plan to use all the profits earned every year for advertising. Whether it is traditional print media, bus, television, radio advertising, I only hope to improve the brand awareness of enterprises as soon as possible." Media advertisements and image spokespersons have indeed achieved substantial results, and the popularity of "good charm" has been enhanced for a time. A person in charge of a grain and oil processing enterprise in Changsha told reporters that one year ago, the name of "good charm" had not been heard much. Now, on the buses of Changsha Street and Alley, the figure of "good charm" can be seen everywhere. It can be seen that the intensity of advertising is indeed not small.

Hunan Jinhao Tea Oil Co., Ltd., a well-known tea oil enterprise in China, has celebrated its 20th birthday this year. Before National Day, Jinhao Tea Oil invested tens of millions of yuan to create a Changsha concert of "I am a singer", inviting Yuquan, Huang Qishan, Qiqin and other stars of "I am a singer". Thanks to the tremendous influence of Hunan Satellite TV's "I'm a singer" column, Jinhao Tea Oil Brand's popularity has been enhanced again.

Reporters learned that Jinhao Tea Oil had held a "I am a singer" sea election in Hunan Province in the early stage. Through one activity after another, Jinhao Tea Oil brand concept and product types were continuously penetrated into all levels of the market. Jinhao Tea Oil Company insiders told reporters that this is another major marketing measure after the company hired Wang Han as the image spokesperson.

The data show that Jinhao tea oil has invested 100 million yuan in advertising in recent years. CCTV advertising, e-commerce platform, event planning, star endorsement... Jinhao Tea Oil Advertising and Marketing Handwriting is so big that it can be seen. Liu Xianghao, chairman of Jinhao Tea Oil Board, said that as a well-known enterprise in the field of tea oil in China, Jinhao Tea Oil's huge investment in marketing is necessary, and also reflects the company's position in the industry.

At the same time, the spokespersons employed by these enterprises are also related to the company's marketing strategy. "Jinhao Camellia Oil hired Wang Han as spokesman, more to reflect the high-end attributes and value of Camellia oil, through the star to infuse the concept of camellia oil to consumers.

Lindan and his wife acted as endorsers of the goldfish blended oil because of the low price, playing the "family card", through the establishment of the "champion family choice" concept, to promote the sale of blended oil. The above marketing experts said.

Behind the Endorsement

However, as a food company concerned with consumers'health and safety, enterprises must be cautious in choosing spokespersons and how to combine spokespersons with sales strategies.

"Enterprises employ stars as spokespersons, that is, they hope to guide consumers through their influence, since there is guidance, we must take into account the safety of guidance." An insider who did not want to be named said.

Relevant media reported that Lindan and Xie Xingfang endorsed two series of goldfish products, one containing GM soybean blending oil and the other without GM sunflower seed oil. In the article, the author expresses that how can consumers judge whether one contains GM and the other does not contain GM? Which is the "Champion Family Choice"? Consumers are a little confused.

Relevant people said that the goldfish this practice is beyond reproach. At present, there is still no mature conclusion about the impact of GM on human body, so it can not be judged. In addition to the influence of goldfish in the domestic market, stars are also willing to endorse, without too much consideration.

Changsha citizen Zhang Xian