探析凡客诚品品牌代言人策略

Research on Strategies of VANCL Brand Spokesperson

VANCL(凡客诚品)作为"B2C"电商,其签约的品牌代言人使"凡客体"轰动一时,销量迅速上升。凡客在选择代言人时,准确定位消费群体并把握其心理特点,选择个性鲜明、契合网络文化精神的代言人并投入巨额广告费且反响极大。但品牌代言人策略是一把双刃剑,在制造轰动效应、提升品牌知名度的同时,也使凡客背负了沉重的代言费用,不能从根本上促进销售、增加利润、摆脱困境。凡客只有通过苦练内功,强化管理,加强创新,实施正确的代言人策略,才能迎来真正的"春天"。

As B2C electronic commerce,VANCL＇s signatory spokesperson made VANCL style a great sensation and caused the rapid increase of sales volume. In choosing its spokesperson, VANCL pinpointed the consumer groups and grasped their psychological characteristics. These spokespersons are sharp in character and have spirits of web culture,and VANCL costs a huge sum in advertising expense,producing strong echo. The strategies of brand spokesperson, however, is a dual power, which means that it cannot promote the brand recognition but also burden heavy expenses from spokespersons. The strategy cannot promote sales, increase profits and get out of troubles fundamentally. VANCL need strengthen internal management and innovation, and carry out the right spokesperson strategy, which can lead to the real ＂spring＂.