Who was Jackie Chan's endorsement of business is how "dead"? -Dong mingzhu, Jackie Chan, gree-IT information
Miss Dong's mouth, can never give each other a ruthless. This is not, finished only a few days ago, and the United States, is now up Jackie "battle"-recently, gree, Chairman of Dong said in an interview, "Jackie Chan endorse gree, but which companies he died. Gree gave his endorsement for two years, but Hercules is not dead. ”
Dong mingzhu Hao yan, some netizens expressed angry and funny-Black Black righteous brother, only Mr Tung's aunt. However, Dong did not mean looking for big brother trouble, they went on to say, "some accountability for Chan, said he endorses the enterprise is dead. But the births and deaths of enterprises is not as long endorsement or not, should see the strength of the organization. "This sentence is fair. So, we are going to dig, Dong said, "dead" business, what's really dead? And, those were endorsements by Jackie Chan, but live is also good business.
How do they "die"?
Cassidy
Jackie Chan became spokesman for Cassidy, was in the year 1994.
Speaking of bully, one must mention, that "Bully" Duan yongping, the founder of the brand, as well as "step by step" and "OPPO", founder of incumbent, Chairman of step by step.
Original bullies is a small loss of 2 million Yuan. In March 1989, Duan yongping joined as Director. Years later, broke out of the domestic game industry stages, Cassidy and homeopathy introduce a series of games, learning machine, rage in the children's market. Small factory subsequently officially renamed as Zhongshan King electronics company.
Learning stages, should be a bully when the top. High cost of computers at that time, Cassidy learning machines to satisfy customer needs. Cassidy released in 1994 when the second generation of computer learning, also heavily engaged speak Jackie Chan, as the "pushy bully" slogan a household name, Cassidy was soon known and recognized. It is understood that the bully's market share is close to 80%, and Cassidy has become the most familiar brand.
However, recently, due to company executives in the business, asset allocation and other aspects opinions divided, in August 1995, Duan yongping run with a few employees to resign, and in the same year created step by step.
Duan yongping left, Cassidy and personnel changes great, there have been hundreds of people leaving the bully, collective defected under step by step. Cassidy has been in decline at this time. Meanwhile, the domestic game machine market, Japan, Sony, Nintendo and other giants of the share is growing. Add background, learning gradually being replaced by more specialized computers; FC game gradually disappear from the user side. Bullies soon fell, after doing some time in education segments, slowly fade from sight.
Visible, Jackie Chan ad for Cassidy's growth played a very important role. However, the decline of the bully, brother does not blame people ... ...
Bawang shampoo
Another and "overlord" related, is the bawang shampoos. Jackie Chan in around 1998 accepted the endorsement of bawang shampoo.
At this point, you may be involuntarily "Duang". However, we do not say about Duang, but seriously to discuss the brand's fall. Oh, no, it has not fallen, but, scandal, and dying.
Overlord is a traditional Chinese local brand, main products of traditional Chinese medicine curing a selling point. Before long, King is the pride of national brand--ranked in the shampoo market; in Chinese medicine nursing care market segments, then beat foreign brands firmly for the top spot. However, this is a previous business. An "unexpected" dioxane, changed after the fighter's fate.
July 14, 2010, burst out of the next magazine in Hong Kong King International's variety of herbal shampoo products contain carcinogenic dioxane. Attracted major media backlash, consumers are in high spirits. Fighter Group issued a statement, saying that all products are strictly in accordance with China's current laws, regulations, and standards required to standardize the operation, noting that dioxane as a by-product of the production process. However, such public relations, emotional comfort apparently anodyne to the outside world. Even competitors of Yunnan Rainbow pharmacy General Manager Li Congxuan, also accused the fighter of this argument is sophistry.
Finally, although the bully's CEO said Wan Yuhua cried, causing controversy which is likely to involve peer competition, but to no avail. The storm, fighter the impact on company costs and rather tragic, market suffered sharp evaporation of 4 billion yuan. Years of brand reputation, also overnight was forgotten by the user. King, seemed on old bully that year.
The once highly anticipated national brands, market share has continuously diluted. Various changes really chase them. Catch is that dioxane revealed, there are other brands were found to contain the same problem, but only local fighter suffered a great loss. "In China, why is it so hard for" Wan Yuhua tears make this exclamation, maybe worth thinking about.
Funny thing is, recently, the King also responded to the matter, saying "but living very nourishing." King's very naughty of you. But what HIV/AIDS is not moist, still want to leave you to judge.
Fen Huang Cola
People born later, you may have never heard of the Cola (such a clumsy name should be a Coke? ）。
Fen Huang Cola is Jackie Chan in the 1998 endorsement of a carbonated beverage brands. It had a prime time, once domestic Coke, one of the top four, with 8% market share going after Coke, Pepsi and Cola. However, the industry has always been dominated by the eldest, Cola, jianlibao fate, escape there is.
Of course, in addition to the role of industry trends, fen Huang Cola also has a lot of their cause of death.
The view was expressed that fen Huang in the Cola project there are two major errors in the decision: fen Huang, one is from the production of children's food extends to carbonated soft drinks, large consumers psychologically difficult to accept; the second is fen Huang Cola publicity was too aggressive, establishment of a sales network is relatively slow, and to some extent limits sales growth.
That argument makes sense. Especially the 2nd most. Fen Huang Cola in addition to star Jackie Chan do the talking, was invested a lot in TV advertising – invested 150 million yuan in 1998, more than Coca-Cola's advertising 6% in 1999, invested 150 million. Huge advertising, clean fen Huang, the net profit for the year. Market response was far from expected. Later with the shortage of funds, propaganda weakened sales also fell sharply. Fen Huang Coke pile up with money and advertising bubble has also proved unfounded.
In 2001, the fen Huang Coke was born only 4 years, is already in a situation of running at half capacity. In the end, only from the Coca Cola stage.
They're still out there
These three examples, only Jackie Chan endorsements, and accidentally falling representative of a product or business. Terriers – who was brought sales dismal Katie automobiles, bosses go to jail so much of VCD, is check out Miss dumplings containing pathogens. However, one in his right mind knows that this is not to speak to blame. These companies lower, largely because of his policy failures or on the impact of the times.
At this time might have been asked, then Jackie he was Ambassador to the United Nations drug, why their son was drug addicts? This ... ... Could be a coincidence ... ...
After all, in addition to these extreme examples, and some brave CHAN's endorsement of the business, they are also alive and well.
For example, Canon.
Only a few days ago to 40 billion yuan to buy Toshiba's medical equipment company.
Samsung.
Although the Smartphone business in the Chinese market in a difficult situation, but she is nourishing--at the CES integrated high-intensive publications on a variety of new, virtual reality still is impressive.
Xinri electric vehicle.
Brand value of 6.208 billion from 2012 to 2015 8.395 billion yuan, electric vehicle industry for three consecutive years at the top.
……
Canon, Samsung, the new group said: the baby's heart!
Finally, a word on personal opinions of: Miss Dong breath a lot of black people and the company, however, gree will spend huge endorsement fees save on production cost approach, are indeed worthy of recognition. But Tung, Miss your mouth, leave some way for others ... ...
那些被成龙代言过的企业都是怎么“死”的？ - 董明珠,成龙,格力 - IT资讯
董小姐的嘴，向来不会给对方留情面。这不，前几天刚和美的闹完，现在又拉上成龙大哥“冲锋陷阵”——近日，格力集团董事长董明珠在接受采访时表示，“原来成龙代言格力，但哪个企业给他代言都死掉了。格力也给他代言了两年，但格力没死。”
董明珠豪言一出，部分网友们表示好气又好笑——黑大哥黑得理直气壮的，恐怕只有董阿姨了吧。不过，董明珠也不是故意在挑大哥毛病，人家接着还说了，"有些企业追究成龙，说他代言把企业代死了。但企业的生死不是看成龙代言与否，应该看企业自身的实力。"这句话还算公道。那么，我们就来挖挖，那些被董明珠说“死了”的企业，到底是怎么死的？以及，那些被成龙代言过，却活得还不错的企业。
他们怎么“死了”？
小霸王
成龙成为小霸王的代言人，是在1994年。
而说起小霸王，有一个人不得不提，那就是“小霸王”品牌的创始人段永平，同时也是“步步高”和“OPPO”的创始人，现任步步高集团董事长。
原来的小霸王还是一间亏损200万元的小厂。1989年3月，段永平加入任厂长。随后几年时间，正是国内游戏机行业爆发的阶段，小霸王顺势推出一系列游戏机、学习机产品，在少年儿童市场风靡一时。小厂后来也正式改名为中山霸王电子工业公司。
学习机阶段，应该是小霸王最巅峰的时候。当时电脑价格高昂，小霸王学习机大大满足了用户需求。小霸王在1994年推出第二代电脑学习机的时候，还重金聘请成龙代言，随着"望子成龙小霸王"的广告语家喻户晓，小霸王很快被大众熟知和认可。据了解，当时小霸王的市场份额已经逼近80%，而小霸王也成了中国人最熟悉的电脑品牌。
不过，好景不长，由于和公司高层在企业经营、资产分配等方面意见产生分歧，1995年8月，段永平带着几个员工辞职出走，并在同年创立步步高。
段永平离开后，小霸王人员变动巨大，先后有几百人离开小霸王，集体投奔步步高旗下。此时的小霸王其实已经在走下坡路了。同时，国内的游戏机市场上日本索尼、任天堂等巨头的份额越来越大。加上大时代背景下，学习机逐渐被更为专业的电脑替代；FC游戏机逐渐从用户身边消失。小霸王很快失势，在教育细分领域做了一段时间产品后，慢慢淡出了人们视野。
可见，成龙的广告，为小霸王的成长起了很重要的作用。但是，小霸王的衰落，确实也不能怨人大哥呀……
霸王洗发水
另一个和“霸王”有关的，就是霸王洗发水。成龙在1998年左右接下了霸王洗发水的代言。
说到这里，你可能又不由自主地“Duang”一下。不过，我们今天不说Duang的事儿，而是要一本正经地来谈论这个品牌的倒下。哦，不，它还没倒下，只是，丑闻压身，苟延残喘。
霸王是中国传统的本土品牌，产品主打中药养护发的卖点。在很久之前，霸王还是民族品牌的骄傲——在洗发水市场排名靠前；在中药护理的细分市场上，则是力压外资品牌稳坐头把交椅。不过，这都是以前的事儿了。一场“突如其来”的二恶烷事件，改变了霸王以后的命运。
2010年7月14日，香港《壹周刊》爆出霸王国际旗下多款中草药洗发产品含有致癌物质二恶烷。一下引起国内各大媒体的强烈反响，消费者也情绪高涨。霸王集团为此特别发表声明，称所有产品均严格按照中国现行法律、法规及标准之要求规范生产，同时指出二恶烷为生产过程中的副产品。但是，这样的公关，对外界的情绪安抚显然不痛不痒。就连竞争对手滇虹药业的总经理李从选，也站出来指责霸王的这种说法纯属狡辩。
事件的最后，尽管霸王CEO万玉华痛哭流涕地表示，致癌风波的发生很可能涉及同行恶性竞争，但已经于事无补。此次风波中,霸王公司付出的代价和所受的影响相当惨烈,市值一度大幅蒸发40亿元。而多年积累的品牌名誉，也在一夕之间被用户遗忘。霸王，似乎走上了当年小霸王的老路。
这个曾经备受期待的民族品牌，如今市场份额已不断地稀释。种种变动，确实让人惋惜。而蹊跷的是，二恶烷曝光后，其实还有其他品牌被查出同类问题，但最后却只有本土品牌霸王蒙受了巨大的损失。“在中国做企业为什么就这么难”，万玉华流泪发出的这句感叹，或许值得大家思考。
有趣的是，近日，霸王也就此事件做了回应，称“哥还活得很滋润”。霸王你真是太调皮了。但到底滋不滋润，还是要留给大家来评定。
汾煌可乐
出生晚一点的人，可能都没听说过这个可乐（这么拗口的名字居然是个可乐？）。
汾煌可乐是成龙大哥在1998年代言过的一个碳酸饮料品牌。它有过一段光辉岁月，曾经是国内可乐四强之一，以8%的市场份额跟在可口可乐、百事可乐和非常可乐之后。但是，行业始终是老大老二的天下，非常可乐、健力宝的命运，也逃不过如此。
当然，除了行业大趋势的作用，汾煌可乐的死亡还有很多自身的原因。
有人认为，汾煌在可乐项目的决策上有两大失误：一是汾煌从生产儿童小食品延伸到碳酸饮料，跨度较大，消费者心理上难以接受；二是汾湟可乐在宣传上过于激进，销售网络的建立却相对滞后，在一定程度上限制了销量的增长。
这样的说法不无道理。尤其是第二点最为明显。汾煌可乐除了请巨星成龙做代言人，在电视广告方面更是投入巨大——1998年投入1.5亿元，超过可口可乐广告近6%；1999年投入1.5亿。巨额的广告费，吃干净了汾煌一年的纯利润。但市场带来的回应，却远没有达到预期。后来随着资金短缺，宣传减弱，产品销售也大幅下滑。汾煌可乐用金钱和广告堆起来的泡沫也不攻自破了。
2001年，汾煌可乐诞生才不过4年时间，就已经处于半停产的状况。到最后，只能默默退出可乐的舞台。
他们还活着
以上三个例子，只是被成龙代言，又不慎跌落的代表性产品或企业。还有那些经常被大家提起的梗——销售惨淡的开迪汽车、老总坐牢的爱多VCD、被检出含病原菌的思念水饺等。但是，思维正常的人都知道，这并不是代言惹的祸。这些企业的走低，基本上都是因为自己策略的失误或者时代大潮的冲击。
这时可能就有人要问了，那么成龙自己担任联合国禁毒大使，为何自己儿子却吸毒？这……可能是个巧合吧……
毕竟，除了上述这些极端的例子，还有一些勇敢请成龙代言的企业，他们还活得好好的。
比如，佳能。
前几天刚以400亿元买下东芝医疗设备公司。
三星。
虽然智能手机业务在中国市场处境艰难，但人家综合来说还是滋润的——在本届CES大展上密集发布多款新品，虚拟现实搞的还算有声有色。
新日电动车。
品牌价值从2012年的62.08亿元到2015年83.95亿元，连续三年荣登电动车行业榜首。
……
佳能、三星、新日们集体表示：宝宝心里苦！
最后，说点个人看法：虽然董小姐一口气黑了不少人和公司，但是，格力将巨额代言费省下花在制作成本上的做法，也确实值得肯定。只不过，董小姐你的嘴，给别人留点活路吧……