The discussion of Liu Xiang’s retreat has continued to this day. Everyone is discussing the impact of Liu Xiang’s loss after the retirement and the influence on the agency brand. From a practical point of view, everyone's fears are a bit too redundant, because Liu Xiang's retirement is not a pornographic event of Hong Kong Star. It will not cause too much loss or negative impact on individuals and agency brands. If handled properly, it will only be a brand. Add points.

1. Liu Xiang’s retirement will not affect his exposure and visibility.

Judging from the media exposure rate after Liu Xiang retired, Liu Xiang’s exposure rate is far higher than Liu Xiang’s exposure to the world record. The author used Baidu to search for it. Liu Xiang’s news of retiring was as high as 11.2 million, and Liu Xiang broke. The world record is only 743,000.

As can be seen from the above data, Liu Xiang’s super-high news coverage shows that Liu Xiang’s popularity has been greatly improved. It is not concealed that even if Liu Xiang wins the championship in Beijing or enters the top three, even if the netizens suggest that they have to go to the end, the author estimates that Liu Xiang’s popularity is far less than this (I don’t mean that Liu Xiang is planning here). To retire).

The popularity (in the absence of negative image) is an important criterion for companies to choose image spokespersons. From this standard, Liu Xiang's retirement will not affect the promotion of endorsement brand awareness. Because Liu Xiang’s popularity is not like the popularity of Yan Zhaomen’s male and female protagonists, it is negative and contrary to ethics.

Second, Liu Xiang's retirement will not cause negative damage to the endorsement brand.

Many people are arguing that Liu Xiang’s retirement will only have a negative impact on the endorsement brand when Liu Xiang retires. The actual situation is not the case (I admit that it will bring certain material losses to the agent brand, such as re-production of advertising, etc.), Liu Xiang retiring will not give negative impact to the endorsement brand.

Because Liu Xiang’s retreat can’t be compared with Yanzhao’s storm, because the male and female protagonists of Yanzhaomen’s storms are doing things that are against ethics, and Liu Xiang’s retirement is somewhat faster than the Olympics, higher and higher. Strong spirit, but from the perspective of human nature, Liu Xiang retired due to injury is a human nature, which can be seen from the information sent by the second day Liu Xiang endorsement brand, they all understand Liu Xiang.

In particular, China Mobile Great Wall basketball superstar has repeatedly expressed support for Liu Xiang's resignation in front of the media, including Yao Ming's private conversation with Liu Xiang, indicating that there are many kinds of prizes, and the pain is also a mark of winning. From these news, you can see Out, whether it is the endorsement brand, the public, or the superstar celebrity, Liu Xiang is not only sympathetic, but more understanding and support. It can be seen from this that Liu Xiang’s retiring due to injury will not have a negative impact on the company.

Third, Liu Xiang’s hero image will not change.

It can be seen from the news in these days that both the summary meeting of the Olympic Games and the focus of Liu Xiang's attention. Although Liu Xiang's performance is very low-key in the summary meeting, there are still many athletes who are going to ask for signatures and group photos, especially When Liu Xiang and his disciples appeared at the Shanghai airport, they still held flowers and were warmly welcomed by the public.

It can be seen from these news that although Liu Xiang retired due to injury, it did not affect his great hero image. It is not like the male and female protagonists of Yan Zhaomen. When the photos are exposed, the personal image will plummet and become a street mouse. Liu Xiang is just the opposite, and the great image is still strong. Asking Liu Xiang to sign a photo shooter is still eager to linger.

Fourth, the loss is only a temporary phenomenon, and the rise is just around the corner.

Liu Xiang is still young. He is only 24 years old this year. The road to future sports is still very long. Even if the endorsement brand is reduced, the cost reduction is only a temporary phenomenon.

As long as Liu Xiang can stand on the 100-column runway with a healthy image, Liu Xiang is still the focus of the game, a strong contender for the championship. In this case, the author believes that some endorsement brands will automatically find the door, and Liu Xiang's worth will continue to rise. As for whether it can reach today's peak, the author is not sure, because today's peak is more direct to the Olympics at home. .

Therefore, the author always believes that even if Liu Xiang has lost money, he believes that the future will be able to make up for it, because Liu Xiang’s rise on the 110 column is just around the corner, and it’s not like the heroic actress of the Yanzhaomen incident. accept.

5. As long as the agent brand is handled properly, it will only add points to the brand.

From the various endorsement brands after Liu Xiang retired, Nike reflected that it was faster, and the handling was more appropriate. Nike produced the advertisement of Liu Xiang’s retiring after the game, and then placed it in China Daily and Beijing Youth. The newspaper published a full-page advertisement of Liu Xiang's head in major newspapers in major cities of China, and cast a "yes" vote on the future cooperation between the two sides.

This advertisement shows Liu Xiang's persevering eyes with oil painting-like light and shadow, and is accompanied by a few lines of bright red slogan: "Love the game. Love fights all dignity. Love wins it again. Love pays everything. Love glory Love the frustration. Love sports, even if it hurts your heart."

From the actual effect, Nike has won a lot of good feelings for Nike, and it has also produced a huge market effect. From the perspective of advertising exposure, the exposure of this advertisement is much higher than its actual delivery in the media. the amount.

Here, the author is not defending Liu Xiang's retirement, but should pay attention to Liu Xiang's retiring from different perspectives, not to mention Liu Xiang's retreat due to a simple star adverse event.

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