汽车销售转化

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花重金请“神仙姐姐”们代言,不如“真金白银”补贴购车者
第一财经· 2025-09-24 08:17
Core Viewpoint - The automotive industry is increasingly leveraging celebrity endorsements as a marketing strategy to enhance brand visibility and consumer engagement amidst fierce competition and changing market dynamics [3][4]. Group 1: Celebrity Endorsements in the Automotive Industry - In recent months, numerous automotive companies have engaged celebrities for product launches, with notable examples including Liu Yifei for Hongmeng Zhixing and Gao Yuanyuan for Tengshi N9 [3][4]. - The strategy of using celebrities aims to tap into their vast fan bases, facilitating emotional connections with potential customers and expanding brand reach beyond traditional automotive audiences [4][5]. - A CFO from a leading automotive company indicated that the cost of hiring celebrities is minimal compared to the billions spent on vehicle development, making it a strategic investment to create blockbuster models [4][5]. Group 2: Effectiveness and Challenges of Celebrity Endorsements - Despite the initial visibility gained through celebrity endorsements, the actual sales conversion remains uncertain, as evidenced by the decline in sales for brands like Zhijie, which fell from 17,736 units in December to 1,702 units in August [5][6]. - Consumers tend to prioritize product quality, pricing, and after-sales service over celebrity influence when making purchasing decisions, especially in the high-cost automotive sector [5][6]. - The risk associated with celebrity endorsements is significant, as any negative publicity surrounding a celebrity can adversely affect the brand, as seen in cases involving Wu Yifan and Wang Lihong [6].