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The author:(作者)qqpublished in(发表于) 2014/6/11 10:47:24 Jackie Chan through endorsements， gree “fired“
Jackie Chan through endorsements, gree "fired"-Hagrid, Jackie Chan, celebrity endorsement-IT news Jackie Chan through endorsements, gree "fired"
Since the beginning of this year, the gree air conditioner ad by kungfu star Jackie CHAN to speak, suddenly out of the Outlook of people. His ads have been broadcast on CCTV and other major TV platform for a number of years ago.
Replaced by a gree, Chairman of Dong mingzhu, personally, hands Wanda Wang Jianlin, Chairman of the group common camera commercials.
Gree electric appliances, why would "abandon" brother Jackie, instead of making the boss personally?
Dong mingzhu, thought Jackie Chan too expensive?
The past few months, for such a strange change, gree and Jackie Chan has not publicly given a response.
From the time point of view, Chan's official endorsement of gree electric appliances, starting in early February 2010 gree's advertised on CCTV film. Worth noting is that this is the gree air conditioner for the first time invited actor played corporate advertising leads.
According to one advertising analyst in Shanghai, have not heard both parties come out on conflicts or disputes, Chan and gree are contract "amicable". At this point, Jackie Chan has endorsements gree for up to four years in a row.
But for gree why no choice and Jackie CHAN to renew, or find a new spokesperson, the advertising people said he did not know.
What's interesting is, being the Dong mingzhu of gree electric appliances control, recently given the answer yourself.
In the media in a recent interview, Dong mingzhu, referring to the above topic, are attributed to "cost savings", Dong even suggested that spent tens of millions of dollars to do it at a celebrity endorsement "is a waste."
Because of this, but its ending cooperation with Jackie Chan, according to Dong said, "is saved after all 10 million dollars a year", but in another interview, Dong said, "10 million or 20 million Yuan a year to star advertising."
The phrase widely rumored in the industry standards of Chan's endorsement has been very consistent.
After several streams of news that Jackie Chan in endorsements a year around 14 million Yuan, above the first echelon of celebrity endorsements.
If calculated in accordance with this standard, Jackie endorsements gree four years ' time, will today get paid up to 56 million dollars in endorsements.
Even though the money may seem astronomical, but are barely a fraction for gree electric appliances.
Gree electric appliances, 2013 earnings, the company achieved revenues of 118.628 billion yuan that year, net profit reached 10.871 billion yuan.
"Stars of advertising costs money, but why are there still so many businesses to spend the money, certainly seen celebrity endorsements, effect, otherwise so many entrepreneurs are not fools. "Capital one gree said.
In its opinion, but its ending cooperation with Jackie Chan, is by no means so simple in order to save money.
In fact, just years of Chan endorsements gree, gree shows amazing growth rates.
Based on revenue, for example, 2013 gree electric appliances, achieving an increase of 19.44%, its 2012 revenue growth YOY for 19.43% in 2011, the data for 37.35%, 2010 Jackie endorsement that year, Hercules realizes rose as high as 42.62%.
In Jackie Chan's endorsement of the previous year, in 2009, gree's total revenue was 42.637 billion yuan, compared with last year is almost zero . Gree has easily across billions of scale.
"Gree several years of high growth largely benefited from China's rapid economic growth and development, particularly in the real estate industry, so it is hard to say Green's performance there is no direct association with the Jackie Chan's endorsement, but at least Jackie endorsements not gree regressed." It was after seeing Jackie Chan endorsements and earnings rising above just the gree gave up celebrity endorsements of capital market participants expressed incomprehension.
Former advertising industry insiders think, gree in this case termination of celebrity endorsements, indeed perverse.
"Definitely not so simple to save money, if a representative spends more than 10 million, but there are potentially billions of sales growth for you, saving money is a crime. "The advertising industry who make fun of said.
In that case, gree gave up behind Jackie, what facts?
Celebrity endorsements "double-edged sword"
In fact, familiar with the entertainment business knows about Jackie Chan's endorsement of ridicule jokes circulated on the market.
Endorse bawang shampoo and other controversial products, as well as the endorsement of the fen Huang, love much, Cassidy, Cola and other brands, have failed to achieve any success, Chan has suffered ridicule from outside, even the Netizen "calls on" Jackie Chan endorse China's real estate, good for people who can't afford to buy a House to see hope.
But similar derision had existed long before the Jackie Chan endorse gree, and therefore can not be considered as gree "abandoned" Jackie Chan's cause.
"Under normal circumstances, the termination of cooperation with star, or feel that the positioning of the two was not too consistent, or find a location, more suitable candidates, or original work itself out of the problem, such as controversial, some people hate to see you, it obviously isn't fit to speak, after all the company's products are sold to everyone. "Former members of the advertising industry said.
According to its analysis, geli was ending cooperation with Jackie Chan, perhaps associated with Jackie Chan in recent years a number of controversial topics.
For Jackie, and 2013 is highly controversial for a year.
At the beginning of 2013, Chan's first sentence "worldwide, United States there is no corruption? World's largest corruption! "A public outcry, but because of a" I would like to see some national disaster, like a large tsunami, or earthquake is a big one, "had been under fire.
And by year-end because of a collection of ancient Chinese buildings donated to Singapore and been branded as unpatriotic.
In fact, Chan has long been considered the entertainment industry's most "dare to say" one of the stars.
The previous sentence, "I feel that we Chinese need to be controlled. "They have attracted criticism as many times. At the time, Jackie Chan's friend Eric Tsang had bluntly, "we all know Jackie Chan won't talk, presentation problems", "I don't think artists appropriate political, because it involves too much, he said as little as possible, I will review with him to see him."
But years later, Chan does not seem to get rid of "straight" habit, still repeatedly caused public controversy.
" Apparently gree doesn't want to see the results, or say gas segment of customers today, tomorrow and say gas go a group of clients, this brand for its endorsement will hurt. "Former members of the advertising industry think that, in its view, this may be the gree said goodbye to Jackie Chan's the main reason.
Former capital market participants provided another way, it thinks, and Jackie no longer endorse gree nor is it necessarily as gree's reasons, "may also be having been Jackie CHAN ever wanted to do."
According to his memories, Chan endorsements gree beginning of strife, caused by "world famous" controversial, such as advertisements, Luo Tai law firm has been Henan dupeng, several lawyers and consumer complaints. Later came the explosion of gree air conditioning rumors.
"These things, in turn, also have an impact on CHAN's own reputation, so it's not clear who fired and who are they ' squid '" the capital markets said.
On June 9, the 21st century networks call the gree electric appliances, Secretary of the Board on these issues, but its calls have been unanswered.
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