How to treat stars on behalf of floor?
2008-08-27

                                                                                                                                                         Tile information                                                                                                                        Chapter nineteen-- How to treat stars on behalf of floor?

Now, getting into the door of the building materials market, the eyes are filled with the smiling faces of the stars. From all, the quantity of the stars on behalf on floor is most, the visual impact of some products has exceeded the brand itself. Why do more and more enterprises invite stars to be their speakers? What kind of a relationship between the stars and corporate brand building? What the Enterprises and the stars gain from the games?

Situation I do not know when, there blow a stream of whirlwind of star on behalf of home industry, as a keen marketing tool. Many enterprises have the aid of the star’s reputation and their public image positioning, as the primary means on brand promotion. Star speaking, can be said to be an easy way for fast-growing, especially when the product has just entered the market, with the reputation of the star will help enterprises to elevate awareness, expand visibility, open market. But a coin has two sides, anything is a dual character. Star speaking is also a double-edged sword. Not all products and brands are suitable for star speaking, nor enterprises will be able to achieve the desired objectives when rely on stars. Star's public image is built up for years, Ad done well, both sides benefit, if any, Business for many years on the image will collapse, the star image also be damaged. So, between the star and corporate advertising, only credibility is not enough, image and brand at a common point is whether the two sides win both. In addition, star speaking has some factors of instability: If the stars come forth reputation crisis, it will inevitably lead to effort doubled, result halved. When such a situation occurs, the enterprises are not expected to advance, there are certain variables. Star as celebrity is very busy, enterprises should communicate and discuss with them and arrange the schedule to hold corporate propaganda. Although the two sides after the signing of the contract is binding, but also not to abuse power, the contract is the final bottom line, if at every turn on the contract to force star, then this cooperation will definitely not be happy. Like a Hong Kong female star break up with a floor brand illustrates this point. However, why speak star is still hot? 

Reason Why are many examples which under the premise of failure, many enterprises are willing to continue to fight with star card? A limited strength of the enterprise to open the market with star is like gambling. If success, the amount of gambling also increases, there is no end. Enterprises have this helpless to explain. Wuhan, a well-known corporate chief before inviting a international movie king said: “In fact, I know that there are not too many useless on star speaking, but we have no choice, others all do that. Dealers are asking you to do, I am to appease dealers, as well as to attract more dealers.” This seems to be the plight and melancholy among the floor brands, also reflects confusion in shaping brand. In order to retain and expand channel network, enterprises have to find some bright spots to attract new dealers, and the exposure of the stars is one of the biggest bright spot. In fact, the reason in deepest level is that the irrational industrial structure causes these excuses for manufactures. The entire industry lost its balance, finally, the most harm impute to the consumers. 

Way out Customers are God, this is the truth will never change. Consumer demand has always been the flooring industry’s fundamental driving force to floor industry development. Enterprises should apply themselves to product researching and service improving. With superior products and quality services for enterprises to establish image, and this image will be long, stable and high return. Making the consumers to feel high-quality in the use of floor, it is more convincing than any slogan from star. Enterprises in this benign cycle can get long-range development and is also conducive to the construction of the whole industrial chain.