Sou Hu Cai Jing·2025-05-22 03:52Core Viewpoint - The trend of entrepreneurs personally endorsing their products has gained significant momentum, with notable figures like Liu Gexin of Kelun Pharmaceuticals showcasing their physical fitness to promote anti-aging products, reflecting a broader shift in branding strategies among business leaders [1][10]. Group 1: Entrepreneurial Branding - Entrepreneurs are increasingly adopting personal branding strategies, transforming themselves into "IP" (intellectual property) to enhance their companies' visibility and appeal [3][7]. - The phenomenon of entrepreneurs acting as brand ambassadors is not new, with historical examples dating back to the 1980s, such as Haier's Zhang Ruimin, who became a "celebrity entrepreneur" by publicly addressing product quality issues [8]. - Recent data indicates that Haier's overseas revenue grew by 13% year-on-year, highlighting the effectiveness of personal branding in driving business performance [8]. Group 2: Marketing Strategies - The marketing strategy of using entrepreneurs as brand ambassadors is seen as a cost-effective alternative to traditional celebrity endorsements, leveraging their personal stories to create a more relatable brand image [12]. - The approach of "body endorsement" is particularly impactful for health-related products, as demonstrated by Liu Gexin's promotion of Kelun's anti-aging capsules, which directly ties his fitness to the product's benefits [10][11]. - However, this strategy carries risks, as the personal image of the entrepreneur becomes closely linked to the brand, potentially leading to backlash if product controversies arise [12][14]. Group 3: Market Performance - Xiaomi reported a 35% year-on-year increase in total revenue for 2024, attributed in part to the personal branding efforts of its founder, Lei Jun, who has cultivated a fitness-oriented public persona [11]. - The market dynamics are shifting, with Xiaomi's smartphone market share rising to 16.8%, positioning it as the second-largest player in the domestic market, showcasing the effectiveness of its branding strategy [11]. - Despite the successes, the acceptance of high-priced health products, such as Kelun's anti-aging capsules priced at 1499 yuan per bottle, remains uncertain, indicating potential challenges in consumer acceptance [11]. Group 4: Consumer Engagement - The ultimate value of entrepreneur branding lies in building trust and emotional connections with consumers, rather than merely generating traffic or personal fame [15]. - Successful branding requires that products themselves are of high quality and meet consumer expectations, as exemplified by the challenges faced by high-priced products that do not resonate with buyers [15].