Suning Appliance to do voice in the end the election Pan Weibo sorts? - Su Ning, Pan, Shanxi Road st

Suning Appliance to do voice in the end the election Pan Weibo sorts

? - Su Ning, Pan, Shanxi Road st

For many young people in Nanjing, in October 2006 staged at the Olympic Sports Center, "Pan Weibo reversal Earth Concerts" is worthy of repeated recollection of the scene is still hot atmosphere unforgettable. Today, the "Little King of Hip Hop" Will Pan will fly again in Nanjing, Shanxi Road in Suning stores to participate in "reverse the Earth" concert DVD, a book-signing event.

This time, Will Pan, a multi-body identity?? Suning Appliance's image ambassador. Young's "Pan Shuai", to carry out a comprehensive interpretation of Suning corporate culture and brand and build brand affinity Suning task.

Both from "buy electrical appliances to Suning" to "the general who can find you want to" brand transformation needs, or seek to fashion the future of China's home appliance industry, the development direction of star endorsement marketing strategy has become a cause consumer Suning by feelings of sympathy, increase market appeal, an important bridge to build brand reputation.

Only, as the home appliance retail industry leader, Suning why dare eat the first one in the industry, "crab"? Why in the voice when the target on the Pan Weibo and Betty Sun on the other? Celebrity endorsement of the business planning can help Suning brand differentiation? This in turn will give competitors what sort of inspiration?

Yesterday (July 19, 2007), the reporter walked into Suning, Suning, represented by detailed interpretation of the Chinese home appliance chain industry overall trend of consumer-centric brand competitive landscape.

Mysterious staff survey 2007 after the Spring Festival, Nanjing Suning Appliance Zone Marketing Center ZHONG Lian, received a questionnaire from the headquarters.

"At that time we do not know what this investigation will be used, but require employees to choose the most favorite stars." According to ZHONG Lian, who recalls that the survey form in addition to Pan Weibo and Betty Sun, there are a number of other first-line Star, "was the headquarters of the survey report, Will Pan and Betty Sun votes at the top."

"Reported the findings to headquarters, they never thought They really become a company spokesperson." ZHONG Lian and not aware that this is the company's marketing program to open endorser prelude. Because before, the most fully competitive industry chain in China, not a firm chooses to celebrity endorsements.

Addition to internal staff for investigation, Suning has chosen a large number of customer visits, and telephone survey of some members. Comprehensive feedback comments were integrated into a set of survey data, sent to the desk top Suning. After several discussions, according to Suning's brand positioning and demand, and soon identified the Pan Weibo and Betty Sun is the most appropriate endorser election. According to Chung Chi Lian said the pre-done special research shows Suning, Suning Nanjing, two spokesmen for the public image of awareness reached 96%.

According to Jiangsu Economic Daily understanding, Suning opened endorser has operated in a "secret" status. Until April 24 this year, held a news conference, the two first-line Chinese entertainment stars?? Pan Weibo and Betty Sun's endorsement was the first time laid bare identity.

In fact, the confidential marketing plan, start early preparations for a year.

"I was not specifically discussed, but the idea has long been brewing headquarters." Nanjing Suning Management Center, Tao Jinghai, acceptance of Jiangsu Business News interview.

He believes that the success of the image of the selection of spokespersons to determine the future destiny of the brand. Excellent creative birth of a Brand Ambassador, will enable the rapid brand recognition by the public. "Good ideas and good image of the voice, ultimately depends on the production of high-quality clothing in support, both Mutually be the perfect pair hold up a good brand of market development.

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