There are not many endorsements of this level in China, to be precise, none.
Since Mercedes-Benz entered China, it has cooperated with several mainland stars: Huang Xiaoming in 2007, Lu Yi, Zhang Han and others in 2010; among the female stars are Fan Meiren, International Zhang, Li Bingbing, etc. They are all top-tier in mainland China.
star.
However, none of these people are spokespersons. At best, they can only be called collaborators, or China's special edition image ambassadors. This is not because they don't work hard. In fact, it is due to the fact that the commercial value of the celebrities is not global enough, as well as the mainland China at that time.
The economic influence is not enough.
Can Vanuatu produce world-class superstars?
Of course it's impossible.
A person's destiny depends on self-struggle, but the process of history must also be considered.
In order to promote themselves, the marketing teams of these celebrities use the information gap at home and abroad to intentionally or unintentionally create the image of "global spokesperson", which is actually not the case. It is very simple to distinguish whether they are spokespersons or special edition spokespersons.
, one is to look at the manufacturer's official website materials to see whether the news of this "new spokesperson" has been announced to Europeans and Americans.
The other is simpler, look at the signing fee.
For example, when Li Bingbing cooperated with Mercedes-Benz, the endorsement fee at that time was 2 million mainland dollars for two years. Fang Yi's endorsement fee was 20 million US dollars for five years, which is obviously not the same. His endorsement fee was actually based on that of another
Mercedes-Benz’s global spokesperson Federer (tennis player) received a ten-year, $55 million contract last year.
Therefore, Fang Yi's signing of the contract did not shock fans much. Fans are already used to him receiving high endorsement fees. What really shocked the industry insiders, especially the celebrities mentioned above. One party is equivalent to a full seventy
Li, what kind of concept is this? It’s not one-dimensional at all.
The image shaping of spokespersons by giant car companies goes far beyond advertisements, and a series of top-level marketing activities that follow. This is also the reason why many celebrities are vying for big contracts.
On June 4th, Fang Yi flew into the Magic City F1 race and watched the race live as a special guest. More than 260,000 viewers poured in that day, and CCTV Sports Channel called a helicopter to record the grand event. Looking down from a high altitude, every F1 car
The racing car is as small as a model car, and only the interlaced track, the dense crowd of spectators, and the super LED giant screen used for broadcasting in the center can be seen.
However, in this case, the organizer conducted a "random screening of audience projections" before the game, and then the "lucky spectator" Fang Yi was selected, and his upper body was projected on the giant screen.
On that day, he was wearing a Mercedes-Benz support uniform, revealing his trident Mercedes-Benz logo just right, and then made a gesture of turning the steering wheel, which made the whole audience laugh. The atmosphere was great.
Central Channel 5 broadcast this top event in the Magic City, and the commentator immediately said: "Fang Yi is a bit stronger than I thought. I... don't watch many movies. To be honest, I thought he was greener.
He is still a young man, so he is actually not suitable for such a highly competitive and intense sport. You know that a racing driver has to lose several pounds after a race, and the whole person will be dehydrated... But you can see that he is very strong.
I feel very suitable now, he is a man."
Soon after, the host looked through the information and then added: "Ah! A digression... I just learned that Fang Yi drove a racing car before and achieved semi-professional results on this track, so he is personally supporting racing.
Industry, he is a truly high-level audience in our cultural and sports circles! No wonder he was invited to watch the game live. Our CCTV will interview him after the game and look forward to his wonderful response."
The F1 race was originally organized by several European automobile industry countries. Because it is exciting and beautiful, and can promote the technological update of relevant manufacturers, it quickly became a stage for powerful automobile industry countries. Only the top teams and top drivers are accepted here.
Mainland China is also a major producer of automobiles, but its technology is relatively weak. In addition, the cultural atmosphere of automobile racing is also poor. In order to build the mainland into a first-class automobile industry country in terms of culture and hardware, the Magic City Government at that time introduced
F1 events, and spent huge sums of money to build venues that meet relevant requirements.
It will take a certain amount of time for this kind of investment to bear fruit, and it is still in a development period. The car is not good, and the driver is not good either. So the commentator of CCTV was very happy after reading the information. He felt that at least one thing is working now: the audience can do it.
.
The commentator said emotionally: "I know there are some harsh comments overseas, saying that our place is a desert of car culture, but I believe that as long as we are given enough time, we will definitely come back tenfold and a hundredfold. The Chinese are no better than others."
Weak, friends, we must have this confidence."
——Throughout the whole game, Fang Yi, the spokesperson, was very dedicated and kept cheering for the Mercedes-Benz home team. Maybe it was due to metaphysics, but this game really did not disappoint him. Mercedes-Benz finally won the championship. Racing driver Ross
Borg came on stage and shook champagne to celebrate wildly, saying, "Magic City is my lucky place!"
Rosberg won the championship by defeating Schumacher, Hamilton and others... This is big news in the fan circle, but people outside the circle don't understand it. They may only accidentally pay attention to this event because of Fang Yi. Therefore, the central government
After Channel 5 interviewed Rosberg, he went straight to Fang Yi and asked for a one-minute brief interview with him, which would be broadcast live.
The photography team put on a headset for Fang Yi, and the host asked in the studio here in Beijing: "Fang Yi, just now German racing driver Rosberg said that all magic is his lucky place. I don't know if today is your lucky day."
Japan. Because I learned that you signed a super contract with Mercedes-Benz. I am a little more knowledgeable. I know that as a Chinese, you must have other official activities to do and promote... But I want to ask you about your love for
Racing?"
"Of course." Fang Yi shrugged.
"With all due respect, from my impression from the media, I don't think your character has anything to do with racing."
"It's like a firecracker that explodes at one point. Racing is a sport where rationality controls passion."
"That's a good summary. It seems that the weather is very good today, and the Magic City audience is also very enthusiastic. They have been showing signs of love behind your back. I don't know if it's for you or for this event - what do you have to say to the audience?
Is that so? Because of your influence, the audience of our program is definitely not just the event audience. Although I didn’t make statistics, there must be many audience friends who are exposed to F1 for the first time.”
Fang Yi said with a smile: "I am also a spectator, and I can't make any big claims. I saw this German racing driver beat many former superstars and won the championship. I thought of a Chinese proverb, the waves behind the Yangtze River push the waves ahead. You know
I am the spokesperson of AMG. I am not only saying that the car I endorse is better than the previous generation of competing products, but I am also talking about our influence on cars. I think there will definitely be a large number of Chinese drivers and Chinese engineers in F1 in the future.
...That day will not take long, but we need to wait patiently and not give up hope."
"I like your summary. Then this is CCTV 5's live interview with event spectator Fang Yi. Friends, see you next time."