3 6 Ke·2025-12-25 10:29Core Insights - The article discusses the evolving landscape of celebrity endorsement marketing, highlighting a shift from traditional top-tier celebrities to a more diverse range of endorsers, including lesser-known figures and even non-human entities [2][18][24]. Group 1: Trends in Celebrity Endorsement - The number of official endorsements has increased by 22.61% in the first three quarters of this year, indicating a growing reliance on this marketing strategy [3]. - Brands are increasingly opting for unconventional combinations and cross-industry collaborations, such as luxury brands partnering with comedians or sports stars [4][7]. - The trend of using "cold" or "unusual" endorsers is on the rise, with brands selecting individuals who resonate with their image rather than just relying on mainstream celebrities [18][20]. Group 2: Market Dynamics - The competitive market landscape and fragmented media consumption have led to a demand for more authentic and diverse emotional connections from consumers [2][24]. - Brands are adapting to the changing social media landscape, where the production of topics has shifted from brands to ordinary users, allowing for greater interaction and engagement [15][16]. - The rise of digital influencers and virtual entities as brand ambassadors reflects a shift towards lower-cost and lower-risk marketing strategies [21][23]. Group 3: Challenges in Endorsement Marketing - Despite the diversification of endorsers, the most effective sales drivers remain a select group of top-tier celebrities, indicating a challenge in balancing short-term sales with long-term brand building [25][27]. - The increasing number of endorsements can lead to a "sea of people" effect, where the uniqueness of each endorsement diminishes, making it harder for brands to achieve deep resonance with consumers [29][30]. - Brands are exploring a hybrid approach, combining short-term endorsements with long-term partnerships to maintain both freshness and depth in their marketing strategies [29][30].