Why does Sharp choose Wu Yanzu endorsement 8K new TV?

1. Why does Sharp want to invite Daniel Wu to endorse 8K new products?

The original word of the brand spokesperson is Advertising Endorser. From Endorser, we can see the true meaning of celebrity endorsement, that is, trust endorsement.

On the one hand, through the performance of stars, the association between brands and celebrities is established to increase the desire of consumers to buy, on the other hand, brand differentiation is established for products with poor differentiation, the characteristics of celebrities are mapped to brands, and brand celebrities are given. Traits that allow brands to stand out from the competition without differentiation.

Wu Yanzu and the current entertainment many flow "little fresh meat" is different, personal temperament is unique, the type of male image has been deeply rooted in the hearts of people, face lines simple, three-dimensional features, Chinese and Western integration, a strong sense of fashion, high visibility, network ID name, male god In the voting rankings, Daniel Wu is the first choice for netizens. It can be said that Chinese young men and women have a strong sense of awareness of Daniel Wu.

Sharp has cultivated a high-end brand image after more than 100 years of precipitation, and it is also very consistent with Daniel Wu’s image quality. Daniel Wu is relatively low-key, and then receives no advertising, and has not been over-consumed by the endorsement. In terms of brand public relations evaluation standards, Wu Yanzu is a very good representative of the business image, the general celebrity endorsement of too many brands, too much exposure, will affect the brand communication sound. And Daniel Wu's endorsement is not much more than other top stars. Over the past few years, most of the endorsement brands are high-end brands.

In addition, Sharp is a sponsor of Zhejiang TV's "Beautiful House". With the release of variety shows, Wu Yanzu's endorsement of 8K TV can also achieve 1+1>2 publicity.

2. Brand differentiation with other TV manufacturers

Smart TV is a highly homogenized product industry. Under the severe competition of homogeneity, the quality of television sets has become the focus of many TV manufacturers.

Sharp's upcoming 8K TV has reached a resolution of 7680×4320 which is 4 times that of 4K TV and 16 times that of 2K TV, which exceeds the limit of human eye resolution. This will revolutionize the future of film and television and other film and television industries. The innovation of this display technology is a way of brand differentiation between Sharp TV and other TVs. Wu Yanzu’s unique temperament also helps strengthen the brand segmentation effect of this Sharp TV. differentiate.

Sharp needs to regain brand awareness through brand marketing

Since 2003, Sharp has been maintaining a leading position in the LCD TV industry. After gaining market leadership through technology leadership, it did not consider the construction of the brand and misjudged the major development trends of the global electronics industry. By 2012, Sharp had It is a huge loss, leaving only 5.1% market share.

After Foxconn entered Sharp, it solved the problem of Sharp's unresponsiveness in marketing, reshaping Sharp's brand, actively deploying in marketing, increasing marketing efforts in the Internet channel, multi-dimensional, multi-channel, and innovation. Sexual promotion of the Sharp brand. Sponsorship of the "singer", please Dima Xi, Ma Sichun, Dili Reba as a brand spokesperson, so that more young consumers to re-recognize the Sharp this "hundred years of brand."

From the 618 data point of view, Sharp's new marketing has achieved good results, Sharp TV's online all-channel Jingdong, Tmall, Gome, Suning, Foxconn's cumulative sales of more than 1 billion, 618 days Sharp TV took Jingdong Tmall was the largest in size and Gome was the No. 1 in black power. Inviting Daniel Wu to speak on behalf of the brand is also a new driving force for Sharp's brand new marketing, helping to strengthen young consumers' perception of 8K TV.

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