It is no longer a novel idea for companies to hire stars as endorsers, but the unwritten rules of the entertainment industry are: agents deceive stars, performance merchants deceive businesses. They can charge 80,000 and claim 100,000. This lack of transparency in information not only shrouds stars in a veil of mystery but also makes companies feel uncertain.
In the movie "Big Shots," there is a famous quote: "What is a successful person? A successful person chooses expensive things, not suitable ones." However, when choosing brand endorsers, such an approach can only lead to the brand's failure, especially for small and medium-sized enterprises (SMEs). For every penny must be spent wisely in order to continue playing in the competitive business game. Based on my years of experience serving SMEs, the rational method to obtain the peak law of brand endorsers is: choose what suits you, not what's expensive.
Don't Choose "Outdated" Stars
There are many types of stars: first-line, second-line, third-line, divided into entertainment, sports, internet, and potential stars. The endorsement fee for first-line stars can reach tens of millions, while the fee for third-rate stars can be as low as less than 100,000. So how should SMEs choose to avoid wasting funds while achieving their goals?
Firstly, each star has his or her specialty and significant influence in certain fields. Therefore, consider whether the star's specialty and temperament match the product being endorsed. Of course, the star's social reputation cannot be overlooked. Define clear criteria to avoid falling into traps. If your brand wants to convey heroism, Chow Yun-fat and Jet Li would be more appropriate. Hiring some young pretty faces would indeed seem odd.
Secondly, don't choose outdated stars just because the endorsement fee is cheap, as it may give consumers the impression that the brand is outdated. You can choose first-line, second-line, or even third-line stars, but never a star who is declining in popularity, otherwise, it will make your brand appear outdated.
Thirdly, choose stars at the right time, preferably those who are currently popular. If not, choose stars with great potential, like Zhao Wei was signed for 200,000 RMB back then, and after "The Story of Ming Dynasty" aired, her fee immediately rose to 2 million RMB.
Skillfully Apply the Peak Law
When choosing brand endorsers, one needs to "act first," skillfully observe and discover "potential stocks." Whoever owns the "potential stock" first will see their returns increase exponentially later. The most classic example: Before the 2004 Olympics, Coca-Cola boldly hired Liu Xiang, then a "quasi-world champion." Before the Olympics, Coca-Cola hired Liu Xiang as a brand endorser at a relatively low cost. After Liu Xiang broke the world record in Athens, advertisers flocked to him, and his value skyrocketed. Coca-Cola saved a large amount of advertising costs by spotting Liu Xiang as a "potential stock" early and gained several times the expected brand benefits through the rise in the endorser's influence.
Therefore, companies need to be bold in taking risks when choosing celebrity endorsers. By searching for clues in entertainment, sports, and the internet, and using keen observation skills, they can discover "potential stocks" and seize the opportunity!
Skillfully Use the "Combo Punch"
Besides hiring stars as endorsers, there are other methods that can achieve similar promotional effects as star endorsements. For example, in the real estate industry, which mostly uses outdoor advertising, a "combo punch" strategy can be employed —— splitting and recombining, hiring first-line stars to shoot print ads with large-scale releases, achieving results similar to hiring stars as image endorsers, giving consumers the illusion that this star is the company's endorser. For instance, a real estate company hired Gu Tianle to shoot print ads, economically and practically gaining consumer attention while also enhancing brand awareness.
Under certain circumstances, Hong Kong, Taiwan, or Korean and Japanese stars may seek sponsorship for album promotions. Companies can reach mutually beneficial agreements with these stars, where the company helps promote the star's activities, and the star reciprocates by promoting the company in other forms, forming a win-win cooperation model. It could also be a tacit agreement between the company and the star's agency, where the star represents the company to promote the business.
Additionally, events can bind the star's image with the product brand, creating influence and generating greater market expectations. For example, Pepsi used many small stories to make people realize: the star is Pepsi, and Pepsi is the star!
Predicting Endorsement Fees for the New Generation of Potential Stars
Shang Wenjie: Winner of Super Girl 2006, theoretically the new king of popularity, but Shang Wenjie lost due to debuting a year late, the top spot was already taken by last year's champion Li Yuchun, so her endorsement value should be slightly lower than her predecessor. It is estimated that her endorsement fee will be around 200,000 RMB.
Tan Weiwei: Runner-up of Super Girl 2006, easily reminiscent of last year's dolphin-voiced Zhang Liangying. The only concern is, having already performed at the Golden Vienna, how can Tan Weiwei aim higher? Nonetheless, she remains a high-performing stock. Her potential is no less than Shang Wenjie's.
Liu Liyang: Seems to be inferior compared to the above two, but harmony does not necessarily mean blandness. With proper packaging, genuine personality girl Liu Liyang's future is not to be underestimated. Liu Liyang may well have her moment of success, making her a potential stock.
Huang Xin, Luo Yongjuan, Wu Qiong, Wang Feixue, Shan Ye, etc., from Ideal China 2006, have all been familiarized to the public, each with distinct characteristics. So far, they count as newcomers in the entertainment industry and can also be considered "potential stocks." Their endorsement fees will not exceed 200,000 RMB.
Internet celebrities are an indispensable force, but their use requires clever handling. Not everyone can benefit from them. "A Paperclip for a Villa" beauty Ai Qingqing, "Fairy Sister" Erma Yina, and Sony Ericsson's "Jane·Yue" series of phones. Internet-era fairy tales have absolute appeal to young children, and this story still has room for further development. The future is limitless, depending on how you use it.
How much does it cost to hire a star for endorsements?
Male Stars
Endorsement Fee
Female Stars
Endorsement Fee
Chow Yun-fat
12 million HKD (two years)
CoCo Lee
5 million RMB
Jacky Cheung
10 million HKD (two years)
Kelly Chen
5 million RMB
Tony Leung Chiu-Wai
8 million HKD (two years)
Kim Hee-sun
8 million RMB (two years)
Andy Lau
8 million HKD (two years)
Wu Xiaoli
2 million RMB
Chen Daoming
1.8 million RMB
Zhou Xun
2 million RMB
Aaron Kwok
4 million HKD (two years)
Li Xiang
1.5 million RMB
Felix Fang
1.5 million RMB/Print 800,000 RMB
Amber Wang
1 million RMB
Sun Nan
1.2 million RMB
Jiang Wenli
1.6 million RMB (two years)
Harlem Yu
2.5 million RMB (two years)
Xu Fan
1.5 million RMB (two years)
Pin Pin Huang
3 million RMB (three years)
Li Yuchun
2.5 million RMB (two years)
Pu Cunxin
1 million RMB
Zhou Bichang
1.8 million RMB (two years)
Hu Jun
2 million RMB (two years)
Zhang Liangying
1.5 million RMB (two years)
Feng Gong
2 million RMB (two years)
He Jie
1.5 million RMB (two years)
Zhao Wenzhuo
1.8 million RMB (two years)
Tao Hong
1.2 million RMB (two years)
Related Links: Finding Stars Requires Skill
Most people go through intermediaries to find stars, but it's not necessarily true that big intermediary companies can help you sign the desired star at your ideal price. Companies shouldn't act rashly either by choosing multiple intermediaries, as this can result in many intermediaries negotiating with the same star's agent, driving up the price. Conversely, choosing a more experienced intermediary that can directly contact stars avoids such issues. Intermediary companies only charge 10% of the specific project cost.
Besides intermediary companies, leveraging all possible social connections often yields surprising results. Below are some practical methods for readers to consider:
Star Recommending Star Method: If friends around you are active in the entertainment or sports circles, you can mobilize them to contact the target star through their good relationships with other stars. This method is direct and definitely saves money, cutting out unnecessary "excess pricing."
Key Person Method: Such as advertising directors, athletes' coaches, presidents of star associations (organizations), these people have very close relationships with stars, even influencing their future careers. Therefore, finding them often leads to great deals. For example, Zeng Zhiwei, chairman of the Hong Kong Performing Arts Association, whose face any star would respect. If anyone could connect with him, the star's fee would be reduced by at least half. Recently, the Actors Guild was established domestically, with Zhang Guoli and Ni Ping as president and vice president respectively. They are undoubtedly figures respected by all domestic stars. Even if indirectly connected, significant savings can be achieved in hiring stars.
Clever Government Method: For some SMEs, although they may not be significant domestically, they are valued locally. Therefore, if a local champion, star, or celebrity emerges, using government power and hometown connections is definitely worth the investment.
Li Zhiqi is a renowned practical brand marketing expert in China. He has provided full-service marketing consulting services for over 150 well-known Chinese enterprises, including PepsiCo USA, Hyundai Korea, Hua Long Jin Mai Lang Group, Master Kang Foods, Wahaha Group, Shuanghui Foods, Guizhou Chun Liquor, Swellfun Liquor, and Huiyuan Beverage Group. Mr. Li Zhiqi is one of the "Top Ten People Who Deeply Influenced Chinese Marketing Over the Last Decade" and serves as a guest lecturer at Peking University, Tsinghua University, Beijing Technology and Business University, and the China Professional Manager Research Center. He has profound insights in areas such as corporate growth strategies, brand strategies, marketing management, team building, advertising planning, new product launches, and film advertisement production. He is particularly adept at providing the most targeted brand marketing practical solutions based on various corporate marketing situations, helping companies quickly achieve dual improvements in brand and sales. He is known as the "Master of Chinese Brand Breakthrough." The [CBCB Li Zhiqi Brand Marketing Institution] he founded is a highly reputable professional marketing service institution in China in recent years. Contact number: 010-84832547, 84831614, 13910518561, website: www.lizhiqi.com, or email (MSN): Email: [email protected] to exchange ideas with Mr. Li.