Congratulations to Gu ailing!
Gu ailing of China won the gold medal in the women’s Freestyle Ski platform final of the Beijing Winter Olympic Games!
Like the women’s football team that won the Asian Cup a few days ago, Gu ailing also won by “reversal”.
Figure: Xinhua News Agency
Gu ailing got 94.5 points in the third round! Get the highest score!
While the popularity of “Frog Princess” Valley Ailing is bursting, it also makes the endorsement company behind it cheering.
According to the reporter’s incomplete statistics, Gu Ailing has personally held the endorsement of more than 20 enterprises, becoming a new “top stream” in the business community.
But this is not a case. In the past year, sports star brand endorsement has heated up rapidly.
In an interview with the reporter of Shanghai Securities News, insiders said that compared with the entertainment stars who “roll over”, the sports stars who sign up to speak with their achievements are obviously more stable and healthier.
holding more than 20 endorsements, Gu Ailing has become a “top stream”
According to statistics, Gu ailing currently holds more than 20 endorsements, and recently added endorsements include Jingdong, China Mobile, Mengniu and other well-known Chinese brands.
Public information shows that in 2021, Gu Ailing’s endorsement brands include: China Mobile, Skshu Paint Co.Ltd(603737) , Tiffany, Vimy, Louis Vuitton, IWC Wanguo watch, Bank Of China Limited(601988) , Cadillac, Kohler, Estee Lauder, Yuanqi forest, Ruixing coffee, By-Health Co.Ltd(300146) yep and therabody.
from Su Bingtian to Gu ailing
sports star endorsement is favored by the brand side
According to the reporter’s observation, sports star endorsement has become the favorite of the brand. Take Su Bingtian, a famous sprinter who won excellent results in the Tokyo Olympic Games, as an example. After the Tokyo Olympic Games, Su Bingtian successively signed four Chinese brands: Xiaomi, kangbit, Fujian Septwolves Industry Co.Ltd(002029) and GAC.
In addition to Su Bingtian, Olympic champions sun Yiwen, Yang Qian and Ma long have successively received brand endorsement contracts. Among them, Yang Qian signed with Geely’s new energy brands krypton and sun Yiwen to become spokesmen for kappa, Olay and other brands, and Malone, the key player of table tennis, has also become a new celebrity Ambassador of Omega.
It is worth mentioning that, in addition to signing athletes, many brands also focus on the national team. For example, JD signed a contract with the national team of Freestyle Skiing air skills, Lenovo signed a contract with the Chinese women’s volleyball team, etc.
entertainment star endorsements frequently overturn
In recent years, there have been constant disturbances in the entertainment industry, and many stars have overturned frequently. Last year, from Wu Yifan, Xiao s, Huo Zun to Zhang zhehan, under the frequent “house collapse” of stars, not only the fan group was hit, but the cooperative brands and producers behind the stars also entered the “endangered” state for the first time.
Earlier, when the popular star Wu Yifan was arrested on suspicion of rape, all cooperative brands announced their termination in just two days. In the subsequent Zhang zhehan incident, 27 brands with which they cooperated announced their termination within a few hours.
The “high incidence of accidents” in the entertainment industry has also made the performing arts industry pay attention to relevant issues. Wu Yifan and other artists will be punished after the “reprimand” of Wu Yifan and other artists in the industry last year. Wu Yifan case warns practitioners that they must improve their legal awareness and improve their moral benchmark as public figures. Artists and brokerage companies should take this case as a warning.
insiders: sports star endorsement is more reliable
“Stars have always been one of the main destabilizing factors in business cooperation.” Previously, a senior legal person told reporters that the atmosphere of the entertainment industry makes stars have potential risks in many aspects. “First, the most obvious is the problem of private morality, followed by tax related risks.” The source revealed that it is precisely because of these inherent potential risks that general brands will make prior agreements on relevant aspects when signing contracts with stars.
However, even so, once the star “collapses the house”, the impact on the brand is still immeasurable. “Many FMCG products rely heavily on marketing, and once there is a problem with the endorsement star, the marketing plan at the whole stage will be invalidated.” Based on this consideration, a public relations person said that now many brands are turning to seek better spokesmen.
Professional athletes are undoubtedly a very good choice. “The image of professional athletes is positive and inspirational, and their daily life is more regular and controllable. These are the reasons why more and more brands are willing to invite athletes to speak across the border.” This is the analysis of the aforementioned public relations personage. The reporter noted that after the Tokyo Olympic Games last year, Xiaomi announced that Su Bingtian was the brand spokesman.
How popular is Gu ailing at the top of the Winter Olympics just now? These stocks were yelled by investors to sign a brand endorsement to see what the company said?
