代言率先“适老化”

Core Insights - The endorsement market is shifting towards older celebrities, indicating a response to age-related consumer concerns and changing brand strategies [3][5][12] - Brands are increasingly adopting a "listening" approach to engage consumers, moving beyond traditional endorsement metrics to foster emotional connections [7][10] - The rise of the "new silver economy" highlights the growing purchasing power of older consumers, prompting brands to target this demographic more aggressively [12][15] Group 1: Endorsement Trends - There is a notable increase in endorsements from older celebrities, such as Wu Yanzu and 86-year-old Wu Yanzhi, who are now sought after by major brands like Prada and L'Oreal [5][13] - The endorsement strategies are diversifying, with brands now considering emotional resonance and consumer engagement over mere follower counts [7][9] - The trend of using homophonic puns in endorsements is prevalent among younger celebrities, but older celebrities are generating more impactful results [9][10] Group 2: Consumer Demographics - The purchasing power of older consumers is becoming more significant, with brands like SK-II and Dior targeting this demographic as they have the financial means to buy luxury products [10][12] - The "new silver economy" is gaining attention, with a significant increase in the population over 60 years old, leading to a shift in marketing strategies [12][15] - Brands are adapting to the changing consumer landscape, as younger generations are increasingly budget-conscious, while older consumers are willing to spend on premium products [12][16] Group 3: Market Dynamics - The endorsement market is experiencing competition from short drama and sports circles, which are capturing significant market share and altering traditional endorsement dynamics [16][20] - The popularity of sports stars is on the rise, with athletes like Fan Zhendong gaining more endorsements, indicating a long-term strategy from brands [20][22] - The overall trend suggests a move away from the reliance on traditional celebrity endorsements towards more creative and diverse marketing strategies [22]