Chapter 239 Head-to-head confrontation
"It's just a discussion, the endorsement has not been implemented yet."
Ye Chengzhi smiled slightly:
"The other party noticed that you were wearing their watch and showed interest in cooperation, but you have to meet in person."
A major international brand like Cartier has not yet launched any endorsements in the mainland.
The reason why Ye Chengzhi came up with the idea this time was actually through some connections outside the circle.
"That's great!"
Wang Yaoyang’s excitement was beyond words.
Luxury brands like Cartier have extremely strict requirements for spokespersons. Looking at the entire mainland entertainment industry, there are not many first-line celebrities who are qualified.
Here, it is estimated that it must also conform to the influence at home and abroad.
The reason why Du Sheng was selected was probably due to the external factors of being a Chinese champion boxer.
However, if he can win this endorsement, he will undoubtedly quickly gain recognition from the mainstream inside and outside the industry.
The mainstream here refers not only to the broad audience, but also to major institutions, media platforms and even capital forces.
After all, even among veteran niche players, no one has been able to win this honor so far.
The products they endorse are basically mid-to-high-end, and the best ones are affordable luxury brands such as Calvin Klein and Marc Jacobs.
As long as you have a little contact with the fashion world, you will know that modern luxury goods can be divided into light luxury, high luxury and top luxury.
The difference and recognition between light luxury and high luxury is as vast as the world.
As we all know, the price of affordable luxury brands is usually less than 5,000 yuan, while the price of high-end luxury brands is often more than 10,000 yuan.
The purchasing power of affordable luxury brands mainly comes from the mid-range consumer market, while high-end luxury brands usually appear in counters in high-end business districts.
In addition, the level of recognition and development history also involves consumers’ face issues.
In the past, Du Sheng's resources had always been inferior to those of Chen Kun and Huang Xiaoming, who were backed by big companies with strong backing.
But if he can win Cartier this time, the difference between superior and inferior will be determined instantly.
Although Du Sheng doesn't want to be so vulgar, being in the vanity fair of an entertainment venue is not a question of whether you want to or not.
It’s a matter of other people’s attitudes and recognition.
In addition, with the popularity of "Yi Tian" and the rise in celebrity status and popularity, some endorsement advertisements can be received one after another.
If he can fight for it this time, he won't miss it.
Not to mention, the endorsement fee is quite a lot.
"Unfortunately, someone came to rob it."
Just when the office was in a pleasant atmosphere, a familiar voice came from outside the door:
“Rong Xinda successfully convinced the decision-makers of Cartier (Asia) to consider letting Chen Kun be the spokesperson.
As a result, the situation is not very favorable to us. ”
It was Wang Jinhua.
She obviously heard the news and came back to discuss it again and again.
"What?"
Wang Yaoyang's expression changed slightly.
Ye Chengzhi suddenly smiled:
"Rong Xinda's skills are really sharp, and he hits the vital point with every move.
However, Rong Xinda's intervention does not mean that the outcome has been decided.
At most, it can be regarded as the first head-to-head confrontation between Du Sheng and Chen Kun, and it can also be regarded as a confrontation between our Star Media and Rong Xinda. ”
Du Sheng's eyes narrowed slightly, and a meaningful smile appeared at the corner of his mouth:
"Now it's interesting."
With the memory of his past life, he knew early on that it was quite difficult to become a spokesperson for luxury.
This requires a series of inspections and evaluations, including but not limited to consideration of the celebrity's values, image, and compatibility with the brand's core values.
Take Chanel as an example. Zhou Xun made his debut at the CHANEL spring and summer haute couture conference in 2007, and went through a four-year investigation period before becoming the spokesperson for the Eastern region.
Reba was also inspected for two years when she served as the brand ambassador of the Louis Vuitton series in Greater China.
The reason for this is that once an unsuitable spokesperson is selected, it may lower the quality of the brand.
Wang Jinhua smiled softly, turned to Wang Yaoyang and comforted:
"Don't worry, the outcome is not decided, everything is possible."
"That's right."
Ye Chengzhi nodded in agreement, but his eyes became serious unconsciously.
As Wang Jinhua said, the current situation is indeed quite delicate.
Du Sheng and Chen Kun are about to face their first head-to-head competition.
The outcome of this battle will undoubtedly have a profound impact on their careers.
Even the position of the popular niche may be reshuffled.
She could even guess that countless people from the outside world were already paying attention to this situation.
This is indeed the case.
No, Du Sheng and Chen Kungang were competing for the right to endorse Cartier, and the news spread quickly.
In an instant, it aroused widespread attention and discussion on the Internet.
"Damn it, it's so fierce!"
"We're going to face off so soon?"
"This opportunity is a huge test for both parties."
"Fuck you! My family was obviously not nominated. Who is Cartier looking down on?"
"Isn't it obvious? Huang Xiaoming is out!"
"Judging from the current situation, Chen Kun seems to have a better chance of winning. After all, he has been the most popular niche student for three consecutive years."
"Having said that, when Cartier chooses a spokesperson, it will definitely consider multiple aspects, not just image and popularity."
"..."
In fact, Cartier does face a problem of choice.
There are different opinions within the company on whether to choose Du Sheng or Chen Kun as the spokesperson.
Even with online voting, the results are unpredictable.
"We at Cartier are a leader in the international fashion industry, and our first choice must be consistent with the brand concept."
A promotion manager said:
"There is nothing to say about Du Sheng's appearance. Whether it is sunny temperament or tough style, he shows an excellent image and taste. I tend to choose him."
"I disagree with this." The marketing manager next to him retorted:
“Cartier has the ability to shape its image, but what it wants now is to bring sales to the brand.
In contrast, Chen Kun's popularity and influence are more significant, which is the core of conversion. ”
"When it comes to popularity and influence, Du Sheng is not weak either."
A female manager laughed and said:
"I won't talk about his previous works, but "The Heaven", which was released this month, beats "The Comprador" in every aspect.
Isn't this a sign of popularity?
Furthermore, he is very likely to reach the semi-finals of K1GP, a group with great international influence.
what does that mean?
It means wider star effect, greater conversion sales, and just meets our brand requirements! ”
"Please don't use the fan filter, please note that we are a luxury product."
An operations specialist with a relatively round figure reminded:
“When choosing spokespersons, we must consider the strength of the hardware.
The status of Star Media and Rongxinda Entertainment in the industry will directly affect the effectiveness of our cooperation. ”
The marketing manager who spoke before nodded in agreement and said:
"Sister Chen is right, not to mention that Du Sheng is a stuntman, so his grassroots status is naturally inferior."
"Old Xu, what you say is a bit flattering."
Those who have been silent can’t help but speak out:
"Isn't a personal attack a bit much?"
"Stop! Stop! Everyone, calm down!"
The white deputy director had to stand up and raise his voice a few points:
"We are choosing a brand ambassador, not a boyfriend, OK?!"
"He was deliberately misinterpreting my meaning. I did not attack him personally."
"It's obvious that you want to fan the flames. Who doesn't know that your child is a fan of Chen Kun!"
The members of the promotion department were divided into two camps, and their emotions gradually became excited.
Just as the dispute was about to escalate, supervisor Sweet spoke calmly.
"Are you going to turn the conference room into a battlefield?"
Although Sweet's voice was calm, it carried an unquestionable dignity.
Everyone present fell silent instantly.
When the deputy director saw this, he quickly smoothed things over and said:
"Actually, argument is also a way of communication. Our team used to do this often. We found a solution to the problem while arguing."
We were all adults and quickly suppressed the argument.
Sweet glanced around the conference room and said slowly:
"Now that the outside world is paying attention, how is it appropriate to make such a noise?
Since no one is satisfied with whoever is chosen, let’s postpone the discussion.
In the meantime, I hope you can observe more and see who is more suitable for this brand ambassador. ”
"What do you mean?"
Everyone is puzzled:
"Follow the selection method of brand friends?"
If a celebrity wants to be a spokesperson for a luxury brand, he or she usually starts with a close friend of the brand, and the inspection period is variable.
This time, the headquarters considered that Dongfang had not yet promoted relevant candidates, so they skipped the inspection period and started with the brand ambassador.
"Not really."
Sweet explains:
"In the next period of time, Du Sheng, Chen Kun, Lu Yi, etc. will have activities online. Their attendance at various activities can provide support...
Just use this time period as a reference to see how their popularity and influence rise and fall..."
Everyone suddenly realized.
In the next two days, Rongxinda Entertainment and Star Media received no follow-up from Cartier and only invited Chen Kun/Du Sheng to appear at the Brand Day event two days later.
Both parties understand that this is an observation period given by high-end luxury brands.
"Haha, it's a stage show."
Rongxinda Entertainment, office.
Li Xiaohong, partner and director, chuckled:
"I have to say that Du Sheng's rise has threatened you, and Cartier's arrangement is understandable.
But I am confident that you will prevail next time. ”
"What do you mean?"
Chen Kun was a little confused.
Facing the challenges of Du Sheng, Huang Xiaoming, Deng Chao and other newly popular niche players, he felt even more pressure.
Especially this time, "Comprador" was defeated in a competition with "Yitian", which made him feel an unprecedented threat.
Li Xiaohong smiled confidently:
"Huayi is on the verge of collapse. We at Rongxinda have abundant resources and strong execution capabilities, so we can take advantage of the situation.
For this endorsement, and to regain your popularity, I plan to announce a big news. ”
"What news?"
Chen Kun is still a little puzzled:
"General endorsement ads and covers are expected to have little effect."
Li Xiaohong smiled slightly and said:
"Preparations for Lao Zhao's drama started. I talked with him and he agreed to let you continue to play the leading role.
And he promised that this time the lineup will be stronger than "Like Fog, Like Rain and Like Wind"! ”
"Really?"
Chen Kun asked in surprise:
"Teacher Zhao is finally willing to come out?"
The teacher Zhao he talks about is naturally Zhao Baogang, who has filmed hit dramas such as "Desire", "The Story of the Editorial Office", "Never Rest in Peace", "Like Fog Like Rain and Like Wind".
………
(End of chapter)