Please entertain stars as product managers to make products or earn popularity?

[PConline Talk] When entertainment stars are associated with a home appliance brand, most of us think of a certain celebrity endorsing the brand, and in late September, Changhong Group announced that Deng Chao will be the product manager of Changhong CHiQ. The news sparked a lot of attention and the Changhong Group also earned enough popularity. As a popular star, Deng Chao appreciated his film and television works and was attracted by his personal charisma. This time he will serve as a home appliance. The brand's product managers, consumers, and netizens all have questions in their minds: Are entertainment stars going to be product managers for home appliance brands? Are companies really trying to make products or earn popularity?

Star as a product manager, companies earn enough popularity

Please be a popular star as a product manager, and you absolutely don’t have to worry about the popularity. After all, at least a lot of fans of the star will know this, and it’s a novelty to ask the star to be a product manager of an appliance brand. The traditional model of cooperation between entertainment stars and home appliance companies has been broken. This has led to a lot of attention in the industry. In general, when the star is a product manager, the company must have earned enough popularity.

Star bridges make it easier for businesses to listen to users

For many home appliance companies, they may do a certain amount of market research at the beginning of designing their products. The effectiveness and accuracy of these market research will undoubtedly affect the design direction of the products and the final product sales. Since Changhong’s position as the CHiQ product manager, Changhong Group has made interactions with new product managers on Weibo, and has received a lot of user feedback.

Please celebrity as the product manager of the home appliance brand, not to mention how much help can ultimately bring about product development, I believe that the celebrity as a product manager, combined with today's Internet social channels, companies will undoubtedly more easily hear the voice of users , It is also easier to get real feedback on the product.

More value than direct endorsement products?

The traditional mode of cooperation between stars and enterprises is undoubtedly a direct endorsement. In the products, promotional posters, television ads, online advertising, etc. may appear the image of stars, compared to this traditional endorsement model, Changhong invited high popularity As a star, the product manager will not lose the traditional endorsement model from the perspective of increasing attention, and the product manager position will allow the star to interact with users or netizens more diversified. Interaction can also promote product development while promoting brand awareness and reputation. Therefore, for the enterprise itself, the celebrity is the product manager to get more than just popularity, there are many cooperative advantages that traditional models do not have.

Is the star a product manager?

The entertainment star is the product manager of the home appliance brand. Television circles or entertainment circles and home appliance product development seem to be completely unrelated to the two circles, from the surface point of view, the celebrity as the product manager of home appliance brand, will not have much effect on some professional areas of product development, and It is undoubtedly more beneficial for product promotion and getting more opinions and suggestions on products from users and users. So when the star is a product manager? We can't know the correct answer for a while, but we can look forward to whether the cooperative model of enterprises and stars can really bring better products to users.

This may be regarded as an alternative "fan economy"

In the past few years we have been able to hear certain stars launch their own exclusive digital products, such as the "blue bones" personal customized mobile phone launched by Cui Jian, known as the godfather of Chinese rock, and Geng Phone, a personal mobile phone launched by Han Geng. Actor Wang Zijian also claimed to set up a mobile phone company as a mobile phone product. These celebrities are involved in the digital product industry and undoubtedly belong to a traditional fan economy. Stars use their own fame to promote products with their own unique elements. With this success or failure, the market will naturally give the most direct answer.

Changhong asked the star to become the product manager, then jumped out of the traditional fan economic model, so that the star involved in the product development process, the star's temperament can be more deeply embodied in the product, if the product is enough to force, the fans will naturally be more willing to be the company's Paying the product and starring as a product manager can also be seen as an alternative "fan economy" model.

Rational consumers will still choose carefully

From the point of view of buying home appliances, most of us will pay more or less attention to the parameters of the products. To understand the reputation of the products, we will not be as impulsive as the celebrity limited souvenirs, especially Deng Chao’s current appointment as Changhong. The product manager of its large home appliances related products, consumers will buy a more rational choice of home appliances, celebrity when the product manager may make the product's popularity greatly increased, and then allow consumers to the brand's products included in the purchase target, but What really affects consumer purchases is the quality, price, and reputation of the product.

Online marketing needs new tricks

How do home appliance companies and celebrities cooperate to promote their own products? In addition to the conventional search for celebrity endorsements and advertisements, and Changhong’s “initiative” celebrity as the product manager, this year, Ms. Dong Mingzhu, Chairman of Gree Electric Appliance Co., Ltd., won a lot of attention on the basis of a “word of rhetoric”. The author even found that some recent video sites have appeared on Ms. Dong’s endorsement of video ads.

Under the tide of the Internet, online marketing has become the main battlefield for many home appliance companies. The traditional pure endorsement model has made consumers feel visual fatigue. Please take celebrity as the product manager and the chairman himself acting as the endorsement of the company. These are all new attempts to meet the current social development trend.

Edit summary:

Changhong asked the star to be the product manager. This is a new attempt in the home appliance industry in China. Whether this new cooperation model can bring real development to the company and the market will give the best answer, we can wait and see. Of course, no matter what the company uses to market, or who needs to be its own product manager, it is necessary to really make a good product to have a chance to gain a share in the fierce market competition.