Hu Xiu·2025-09-27 01:21Core Viewpoint - The announcement of Yi Yangqianxi as the brand ambassador for Li Auto marks a significant shift in the company's marketing strategy, moving from a previous stance of not using celebrity endorsements to embracing this classic marketing approach to enhance brand recognition and emotional connection with consumers [1][4][6]. Group 1: Marketing Strategy Shift - Li Auto's founder, Li Xiang, previously stated that car owners are the best ambassadors and that the company would not engage in celebrity endorsements [1][4]. - The automotive marketing landscape is changing, with new energy vehicle brands like Li Auto beginning to adopt celebrity endorsements as a means to differentiate themselves in a market where technical specifications are increasingly homogenized [6][7]. - The choice of Yi Yangqianxi, a popular young actor, aligns with Li Auto's strategy to appeal to younger consumers and families, marking a shift from targeting middle-aged demographics [34][36]. Group 2: Current Challenges and Goals - Li Auto is currently facing challenges in its electric vehicle transition, with recent models like the Li MEGA and Li i8 encountering negative publicity and declining sales [14][18][19]. - The company aims to stabilize monthly sales of its electric models at 18,000 to 20,000 units by the end of the year, with the new Li i6 model expected to contribute significantly to this target [22]. - The marketing push with Yi Yangqianxi is seen as a critical move to counteract previous negative perceptions and boost sales for the newly launched Li i6 [23][24]. Group 3: Financial Implications of Celebrity Endorsement - The cost of hiring Yi Yangqianxi as a brand ambassador is substantial, typically in the tens of millions, but could be justified if it successfully revitalizes sales and brand perception [24][32]. - The effectiveness of celebrity endorsements in driving sales remains uncertain, as consumer purchasing decisions for complex products like cars are influenced by product quality, pricing, and overall value [40][44]. - There are concerns that investing heavily in celebrity endorsements may not yield immediate returns, and some consumers prefer that funds be allocated to vehicle incentives rather than marketing [45][46]. Group 4: Industry Trends - The trend of using celebrity endorsements is becoming more prevalent among new energy vehicle brands, with competitors like NIO and Xpeng also engaging in similar marketing strategies [46][47]. - Li Auto is the first among its peers to officially adopt a celebrity ambassador, while others have utilized "celebrity owners" or "chief experience officers" to promote their brands [47][51]. - The shift towards celebrity endorsements reflects a broader industry trend where brands seek to enhance their appeal to younger consumers and differentiate themselves in a competitive market [70][72].