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[雜談] 明星代言在茶品牌抽象塑造的價格與危急

  5YUE9RI,《DAAIRUSHAN——YAANDIDONGZHONGDEGUSHI》15JIXILIEDUANPIANZAIBEIJINGZHAOKAIDONGJINGXUANBUHUI。XUANBUHUIXIANCHANG,YINGTANJUXINGCHENGLONGSHOUQUANCHENGWEIYAANMENGDINGSHANCHAPINPAIGONGYIDAIYANREN,YIXIANSHIBULVZENGYUANZAIQUGUOMINZHONGXIUGULI。


  5YUE5RI,SONGZUYINGBAOMEISONGJIALINGHUIDAOHUNANGUXIANG,WEICHAXIEPAIXUANYANGPIANDEZHAOPIAN,WANGYOUBAOLIAOCHENG:“MINGTIANSHANGWU,XUANYANGPIAN《QIANNIANJINGHUA,GUZHANGMAOJIAN》KAIPAI。SONGZUYINGBAOMEI,《CHOUNVWUDIDISANJI》PEIJIAOSONGJIALINGZERENDANGANGGUZHANGMAOJIANCHOUXIANGDAIYANREN”。


  4YUE19RI,YOUJIANGXISHENGSUICHUANXIANCHAXIEXIEHUIZHULIDEGOUGUNAOCHAPINMINGHUIRIQIANZAIJINGJINXING。PINMINGHUISHANG,WENMINGYINGSHIYANYUAN、DAOYANTANGGUOQIANGXIANCHANGQIANYUEZHENGSHICHURENGOUGUNAOCHAPINPAIDASHI。



  2013年,明星代言茶葉之風愈演愈烈,特別是成龍擔負蒙頂山茶品牌公益代言人后更掀起普遍會商。


  QINGMINGXINGZUOWEIDAIYANREN,SHITUIXINGPINPAIHEJINBUPINPAIZHUMINGDUDEYIGESHOUWAN,TEBIESHIDANGHONGMINGXINGZEGENGSHIQINGYIYINFAGUANZHONGZHUSHI,RANGPINPAIMINJIEZHIRUHUAFEIZHENAOHAIZHONG。KESHI,MINGXINGDAIYANSHIBUSHIJIUBIRANWEICHAYECHENGCHANGDAILAIJIECHUDEJIEGUO?YENEIZHUSHIYIWEI,JIANGPINPAIYUMINGXINGDEQIZHIRONGHUI,GONGTONGXUANYANG,RANGQIYECHOUXIANGJINGYOUJINCHENGMINGXINGDEQILISHENQIEDAOHUAFEIZHEDEXINZHONG,CAISHIMINGXINGDAIYANZHONGZUIGUANTOUDEBUZOU。


  CHENGLONGNENGGEIMENGDINGSHANCHADAILAISHENME?


  4.20YAAN7.0JIDADIDONGCHANSHENGHOU,MENGDINGSHANCHAXIEXINGYEMENGSHOUYANJUNSANGSHI,QUANGUOGEDIDEAIXINQIYEYUAIXINRENSHIFENYUNSHENCHUYUANSHOU,CIZHONGYANYIQUANMINGXINGCHENGLONGBUZHIGEIYAANDIDONGZAIQUJUANQIAN,HUANZIDONGTICHUWEIMENGSHOUDIDONGFENSUIYANJUNDEYAANCHAXIECHURENSHOUFEIDAIYANRENYINIAN,HUANJIANGYIMAI100WANYUANYAANMENGDINGSHANCHA,TONGSHIHUANJIANGCEDONGYANYIQUANRENSHIYIMAIMENGDINGSHANCHA。


  CHENGLONGSHOUFEIWEIMENGDINGSHANCHAZUODIQUDAZHONGPINPAIDAIYANRENDEDONGJINGYIJINGCHUANCHU,ZAIHOUDEMENGDINGSHANCHAXIEJIERENSHIDOUGANYINGGAOXINGYUXINXI,BUSHAOWANGYOUYIWEIZHESHIMENGDINGSHANCHAZOUCHUDASHANDEHAOJIHUI,SHIMENGDINGSHANCHAJISUZAISHICHANGZHIXIAOQILAIDECUIHUAJI。


  GUANGZHOUGUOXIANGCHAYEDONGSHICHANGZHANGZEGUOYIWEI,ANZHAOCHENGLONGDEMINGXINGXIAOYING,DAIYANMENGDINGSHANCHADUIBENDICHACAICHANDEBIDINGYOUZENGJINGANHUA,DANXIANGXINENGGOUHUOXUHUOXUDAODARUOHEDEJIEGUOJIUYAOKANYAANCHAYEJIERUOHEYONGHAO“CHENGLONGPAI”,DAHAO“CHENGLONGPAI”。


  ZAIPINPAIZHUANJIAXIEFULIANGKANLAI,BULUNYIHEZHONGQINGSHI,QINGMINGXINGFUZUO“MAICHA”,BIXUDUIZHIBUXIEDIZHUANXINYUNYING,BUNENGGOUHUOXUHUOXU“YIQINGJIULING”。CICICHENGLONGSHIGONGYIDAIYAN,SHIZIDONGMAICHA,YAANJIJINBUXUYAOZHICHUJIAGE。BUGUO,YAANYAOXIANGSHUNSUIWANCHENGCHACAICHANDEQIFEI,BENDICHAXIEZHUGUANBUFENHECHAQICHASHANG,HUANYAOYANXUQIANGHUAJINXIU,DANGZHENSHENQIEJINXIU,YANXUBUSHIDIJINBUCHAXIECAICHANDETIXIYUNZUOCAINENGHEYUNYINGCAINENG。

  YENEIZHUSHIXUSUNXINCHANFA,RUOSHIZHIKUADACHENGLONGDETAIFUHEMENGDINGSHANCHADEGUANGHUIHANQING,NEIMOZHEJUSHIBILUNWEIXIYIWEICHANGDEMINGXINGDAIYAN,SHIMEIJIDUOXIANSHIYISIDEDONGJINGSHIWUBALE。ERBACHENGLONGDAIYANZUOWEIMINGXINGZHENZAIDELINGLEITILI,ZHESHIJIUYOULEXINYI,MENGDINGSHANCHAQIHUOCHUSUOZHUGUANBUFENZUOCHUSHENMEZHUDONGHUIYING,DOUSHIHENHAODEYANXUFAJIAODONGJINGDEHAOTILI。GURANCHENGLONGSHOUFEIDAIYANZHEYINIANSHIHOUZONGHUIHENKUAINANGXIDE,CICISHOUFEIDAIYANSHIWUYEJIANGYOUGEBIMUSHIHOUBIAO,CHENGLONGGEIMENGDINGSHANCHASHIBUSHIZHINENGLIUXIAYIDUANHANQINGDEHUIXIANG?DASHIGUAMUXIANGDAI。



  請明星代言需實事求是


  PINFAQIANGSHIPINPAI,SHIZHONGGUOCHAXIECAICHANDEYINGSHANG,HAOFANGUOJICHAXIEQIYEYESHUXIDAOZHEGETIMU,JINLIJINSHENGBENSHENDEPINPAICHOUXIANG,JINBUZAIGONGJIAZHONGXINDERENZHIDU。ZHANGZEGUOYIWEI,ZAIGUOJIYUYANYULIEDEPINPAIDAZHAN,HAOFANPINPAIGECHUQIZHAO。CIZHONG,“MINGXINGDAIYAN”SHIPINPAIXIYONGDESHOUWAN,YESHILAJINPINPAIHEHUAFEIZHEJIANGEDEZUIHAOLUZI。


  CIZHONGZUIGUANGWEIRENZHIDEYAOSHUXUQINGDAIYANDEBAMACHAYE。ZUIJINJINIANLAI,BAMACHAYEKUOZHANLEMINGXINGDAIYANDEXUANYANGLIDU,ZAIGEDADOUHUIDEGONGJIAOCHECHESHENDENGCHUTOUFANGGAOBAI,YULAIYUDUODEHUAFEIZHESHUXILEBAMACHAYE,BINGDUICHAYOULEJINYIBUDELINGHUI。


  別的一明星代言茶品牌的大事要數林志玲代言都勻毛尖茶了。在“2012中國•貴州國際綠茶博覽會”上,由聞名影星林志玲代言的“貴全國”都勻毛尖茶的視頻 表態企業展臺,首創了大牌明星代言貴州省茶業品牌的先河。據媒體表露,都勻毛尖請林志玲的代言費高達880萬元,這在業內引發了極大的顫動,有的人質疑這類財大氣粗的做法得失相當,但不論若何,“貴全國”以一個“不差錢”的抽象進入茶葉行業,實在讓這個茶業新品牌火了一把,也讓都勻毛尖走上了高端茶的成長途徑,對茶葉行業來講也不是甚么好事,業界都但愿有財力的企業能更多參與茶葉行業。


  WUDUZHANOU,LILIANJIEYECENGDIJIADAIYAN“PINGSHANGONGFUCHA”,ZHANGJINGCHU、LIBINGBINGDENGYIXIANMINGXINGYEWEICHAQIDAIYAN,YULAIYUDUODEMINGXINGCHENGXIANZAICHAXINGYEGAOBAILI,ZHEBUZHIWEICHAQIJINBULEZHUMINGDU,YEWEICHACHENGWEI“GAODUANCHANWU”ZOUGAODUANXIANLUZUOLEHENHAODELIZI。KEJIAN,MINGXINGDAIYANDUIZHONGGUOCHAPINPAIDECHENGCHANG,YOUZHUZHUTUIQIDEGANHUA,MINGXINGDAIYANSHIJINBUPINPAICHOUXIANGDETILIZHIYI。

  HAOFANCHAYETIAOXUANDAIYANBUSHIBULAIYOUDE。JINJIANGSHISHIPINPAIZHIDOUDECHANGLONGRANGFUJIANCHAQIKANDAOLEMINGXINGDAIYANDEMEILI。HENJIAOZHU,ZAIJINJIANGXIEFUQIYEDEMINGXINGDAIYAN+CCTVDEANLIZHONG,BUFASHENGLIZHEDESHENYING。



  據領會,茶企約請明星做代言人,除個體公益性子代言外,按照著名程度或當紅程度差別,代言費從幾十萬到幾百萬不等,除此之外,告白費、列席勾當費、宣揚用度別的算。因此,一名茶企司理表現,若是只給代言費,拍幾張宣揚照,不列席其余勾當或拍告白片,宣揚結果不大;若是后續宣揚勾當良多,又是當紅的明星,時候不輕易共同,明星的宣揚用度就會不時增添,對一些初度操縱明星代言的企業而言,后續用度有能夠或許或許比預估的多,企業一定承擔得起,以是最初代言就會變成“那里都見到明星的照片加企業logo,卻那里都見不著明星的真身”,擔憂代言行動是肥了明星,瘦了企業。


  DUICI,YEYOUCHABIEDESHENGXIANG。YOURENYIWEI,MINGXINGDAIYANPINPAISHIJINSHENGPINPAIZHUMINGDUDEZUIJIANJIETILIHEYINGXIAOLIQI,CHAXIEQIYENENGGOUHUOXUHUOXUJINRUHUAFEIZHESHIXIANBINGWEIHUAFEIZHELIUXIASHENRUYINXIANGJIAONAN,JINGYOUJINCHENGMINGXINGDAIYAN,NENGRANGHUAFEIZHEGENGQINGYIGOUCHENGLAOGUYINXIANG,BINGQIE“HUIYONGMINGXINGDAIYANDECHAXIEPINPAIBUHUISHIXIAOPINPAI”YESHIHUAFEIZHEDEYIZHONGGUANXINGSIWEI。


  YOUCHAXIEQIYEYINMINGXINGDAIYANERCHANGDAOCHANGCHU,RANGQIYEMINJIEJINBUZHUMINGDUHEYINGXIANGLI,YEYOUQIYEBUGENFENG,CAOZONGQIYUDEYINGXIAOSHOUWANZENGJINFAMAI。


  YOUYENEIZISHENRENSHIYIWEI,MINGXINGDAIYANSHIYIGEJINCHENG,SHIYIGECHIJIUDERENWU,DUICHAQILAIJIANG,ZIJINTOURUHECHANCHUYESHIYIZUBUKEFANGZHIDEWEIJI。YIXIANMINGXINGDAIYANCHAPINPAI,QIDAIYANFEIDONGZHESHUBAIWAN,NAIZHISHANGWANWAN,ZHEDUICHAQIYELAIJIANG,SHIBIBUXIAODEKAIXIAO。ZHONGGUOCHAQIYEJUEDUIQIYUXINGYELAIJIANGFANWEIJUEDUIJIAOXIAO,LIANGDUOCHAXIEGONGSIZHUCEBENQIANJIBAIWANYIBUXIAOLE。CHAXIEQIYEYUQIZAIMINGXINGDAIYANGAODIDAGONGFU,BURUZAICHANWUPINDE、BANLICHENGDUHEBANSHIPINDEGAODIGONGFUCAISHIJIUYUANZHIJI。DANGYIGEXINGYEYOURENQISHOUCAOZONGMINGXINGDAIYANJINSHENGPINPAIZHUMINGDUSHI,TACHANGCHANGSHISHENGLIDE,KESHIDANGYIQIEQIYEDOUGENFENGCAOZONGMINGXINGDAIYANLAIJINSHENGPINPAI,JIUQINGYISHENGXIAOLE。


  YISHANGNEIRONGZHUANZAIZIHULIANWANG,BINGBUDAIBIAOBENZHANFUHEQIGAINIANHEDUIQISHIZAIXINGDANREN。



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