"Pornographic Door" Warning To Jinjiang Brand Of Shoes Capital

The scandal of "pornographic door" came to an end because of Edison Chan's public apology. Advertisers took a sigh of relief.

But Edison Chan's announcement that he had withdrawn from the Hongkong entertainment industry is not a good thing for the brand to sign.

In addition, by the "pornographic door" involved, A Jiao was also "Mei Lanfang" drama group "retreat", even charitable benefit also attracted netizens complaints.

Public opinion is widely believed that the stars involved in the "pornographic door" are likely to fade away from the public view and their value will be greatly devalued.

For the contracted enterprises, the huge endorsement fee is likely to be wasted. What is even more troublesome is that the negative impact of "pornographic door" will continue to interfere with brand growth and linger like a ghost.

Despite the "pornographic" incident itself, Mao Ning's celebrity toothpaste was hit hard by the star's negative news.

Therefore, how to prevent the star from damaging the brand has become an urgent need to answer.

As a matter of fact, many enterprises are asking big stars to endorse their lack of restraint mechanism. Especially, some small and medium sized enterprises have been invited to celebrities.

Ye Maozhong, a famous marketing planning expert, suggested that when signing a contract for an endorsement, an enterprise should agree on some words and deeds of the star during the endorsement period, as well as the compensation clause after breach of contract, and the endorsement fee can be paid in installments to avoid risks.

"Star + advertising" has always been the trump card of Jinjiang brand, and the "pornographic door" incident should attract more attention.

The negative news of celebrities is likely to lead to endorsement brands, which is the biggest risk of celebrity endorsements.

2008 is the Olympic year. Sports stars will surely become the new "bet" target of Jinjiang brand. Compared with entertainment stars, the "double edged sword" of athletes will undoubtedly be sharper, because the success or failure of athletes determines the brand's life and death in a sense.

If the "pornographic door" event can enable Jinjiang enterprises to hire star spokesmen to be more rational and more scientifically defuse the risk of celebrity endorsement, this may be the biggest inspiration for Jinjiang enterprises.