Entertainment Industry Stars
NO.1 Jackie Chan VS Cadie, Mitsubishi
(Endorsement Period: March 2005 ~ 2007)
Endorsement Background: Since his debut, Jackie Chan has been known for his strong will and excellent character, becoming one of the "world-renowned" action superstars and attracting millions of fans.
Cadie is a car designed with European fashion models, and FAW-Volkswagen may have "liked" the image of Jackie Chan's quick skills and superb techniques. Southeast Mitsubishi hoped to enhance its image through the sports passion and progressive spirit of Big Brother Jackie. Moreover, Mitsubishi had already cooperated with Jackie in various parts of the world before, but it was only introduced to China this year.
Endorsement Outcome: In the first four months after its launch, Cadie sold only 818 units, ranking first among the seven most failed cars in an online poll in 2005, and ceased production in August this year. In the first four months, Lancer sold 8,727 units, and Galant sold 3,496 units, while their targets were monthly sales of 5,000 and 50,000 units respectively, which seems less than satisfactory.
Reporter's Comment: Big Brother Jackie loves cars and understands them, but unfortunately, despite all calculations, Cadie did not suit the local market well, and was criticized for its unique design and high pricing as the biggest failure. Mitsubishi has also recently been somewhat popular but not commercially successful, seemingly not relying on Jackie Chan’s endorsement alone to ignite success. Although both cars collaborated with Big Brother Jackie, they were unable to avoid embarrassing situations.
Star Heat: ★★★★★
Match Index: ★★☆☆
Hot Sale Index: ★☆☆
NO.2 Stefanie Sun VS Vitz
(Endorsement Period: December 2002 ~ 2006)
Endorsement Background: "Asian Empress" Stefanie Sun became an overnight sensation with her debut album, setting numerous sales records, and her image was very healthy and fresh. Vitz is the Chinese version of the Toyota Yaris that swept through the European and American markets, selling 100,000 units in six months. Both are "large producers," and Tianjin FAW positioned Vitz as having personality and fashion, pairing them together so that "both Vitz shine," which could be considered a good move.
Endorsement Outcome: After Vitz's launch, everything seemed promising, and it became highly sought after, with constant talk of price increases and waiting lists. However, the old model Vitz now sells very few units and is called a "useless" car.
Reporter's Comment: I still remember the slogan "Listen to Sun, Drive Vitz," which indeed created a lot of momentum for Vitz at the time. However, honestly speaking, Vitz's sales achievements probably had little to do with Stefanie Sun. Most buyers of Vitz are savvy car owners, how many of them are actually fans of Sun?
Star Heat: ★★★★☆
Match Index: ★★★★
Hot Sale Index: ★★☆
NO.3 Maggie Cheung VS FAW Audi
(Undisclosed)
Endorsement Background: Maggie Cheung is the first Chinese actress to win the Best Actress award at the Berlin Film Festival, undoubtedly a "heroine" among Chinese actresses, absolutely a big star, and she has an elegant image with class. In January this year, FAW-Audi held the "Audi Elite Gathering" ceremony, where she represented the elite gathering, and because she herself is a super fan of Audi, Audi presented her with a red Audi TT on the spot.
Endorsement Outcome: In the first half of this year, Audi sold a total of 48,716 units in mainland China, an increase of 27% compared to the same period last year, with sales reaching 8,458 units in June, setting a new record for single-month sales.
Reporter's Comment: There is gossip news saying that Maggie Cheung "lowered herself" for Audi mainly because her boyfriend always drove an Audi A6, so she developed affection for the car as well. However, Audi has always liked to invite heavyweight stars to endorse and attend various promotional events, which indeed seems to be a good way for Audi to attract China's new wealthy class.
Star Heat: ★★★★☆
Match Index: ★★★☆
Hot Sale Index: ★★★
NO.4 Leehom Wang, Jane Zhang VS New Civic
(Endorsement Period: Starting March 2007)
Endorsement Background: Leehom Wang is the R&B King, and Jane Zhang is the third-place winner of Super Girl. This is a collision between youth and maturity, and both share a common characteristic: "having strength." On the day of the launch of the new Honda Civic, they were invited to perform male and female versions of the advertisement song, which was the first time to bring a "music storm" to the car market, attracting a large number of young "Wang fans" and "Zhang fans," while also conveying the refreshing appeal of Civic.
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