What do the rising NVR and ZhangJike have in common?

Nowadays, the brand has gradually changed from inviting traffic stars to inviting sports stars. Xiaomi asked Su to be the brand image spokesperson and invited traffic stars to be the category spokesperson, which is worth thinking about. Recently, the subject saw the rise of brand NVR of Guangzhou Yuechuang Industrial Co., Ltd., a member company of Libai Group, and invited sports star ZhangJike as its first brand spokesperson. What is the reason?

1, the fit between brand and spokesperson

ZhangJike

The rise of NVR

20 1 1 Rotterdam World Table Tennis Championships Men's Singles Champion 20 17 China Resources System No.65438 +0

20 1 1 Paris table tennis world cup men's singles champion 20 18 was invested by Libai.

20 12 London Olympic table tennis men's singles and men's team champions won the 20190 million hot mom word-of-mouth recommendation award.

20 13 champion of men's singles in Paris World Table Tennis Championships, recognized by national high-tech enterprises in 2020.

20 14 Germany table tennis world cup men's singles champion 202 1 year tmall toothpaste TOP 1, the best seller.

20 16 Runner-up and Men's Team Champion of Table Tennis in Rio Olympic Games.

The first is the matching degree of courses. ZhangJike's sports career can be described as one step at a time, achieving the fastest Grand Slam by strength and making history. NVR has made some achievements through early technical exploration and continuous research on the formula, and looks forward to greater achievements in the future. Spokesmen and brands are powerful.

Then there is the brand connotation. I believe everyone has heard that ZhangJike is different from ordinary athletes and has more ideas. He has participated in many variety shows in the entertainment circle and dares to break the circle; The rise of NVR is also a new way on the original oral brand, opening up a biological+parent-child track. These two echoes should also be different, bold and unlimited.

Finally, the brand image. The target group of NVR Rising is young women aged 65,438+06-45. As a young and energetic brand, it is more suitable for the young and energetic image of ZhangJike. Moreover, Olympic champions play a more active role in establishing brand image.

2. Brand positioning

The brand positioning of NVR Rising mentioned above is biology+parent-child, and the positioning of biology cannot be separated from professionalism. In addition to the blessing of patents and various certifications, spokespersons are also needed to strengthen the trust of consumers. As the fastest sports star to reach the Grand Slam, ZhangJike's major can be said to be his own label. As a brand image spokesperson, ZhangJike can further strengthen the professional label of NVR Rising, and also enhance consumers' trust in NVR Rising.

3. Performance-price ratio

ZhangJike Weibo topic comprehensive data has been ranked 1 in the sports list for a long time, and the number of fans is about130,000, so it belongs to a sports star who has a good transition to the entertainment circle. Its endorsement fee is much lower than that of traffic stars, and its cost performance is high.

4. Risk

This should be an important reason why sports stars are favored now. Recently, a large number of traffic stars overturned, which also made everyone understand that although traffic stars have a high number of fans, there will be many risk factors. Sports stars spend more time on training. As representatives of the country, they have a higher sense of responsibility for the overall situation of the country and relatively less risk.

Generally speaking, ZhangJike is the best choice for NVR to rise. For ZhangJike, endorsement of this professional oral brand has strengthened his national impression of his profession and life, which can be described as mutual achievements.

On the other hand, I am also very grateful to NVR for inviting ZhangJike as the first brand spokesperson. It can be seen that NVR has a clear understanding of its brand positioning and wants to find another way to shape a professional oral care brand. Choosing a sports star as the first spokesperson also makes everyone realize that NVR is becoming a brand, not just selling products. Its probiotics and capsule toothpaste patents are also the performance of NVR's rise to the direction of professional oral care brands.