Legislation restricts the CEOs of solar energy companies

Recently, the draft food safety law reviewed four times added: social groups or other organizations and individuals recommend foods that do not meet food safety standards to consumers in advertising, so that the legitimate rights and interests of consumers are damaged, and food producers and operators Credit and joint responsibility. This provision means that in the future, celebrity endorsement food advertisements will bear joint and several liability. Prior to the 4th China International TV Advertising Art Week held in December 2008, there were experts who appealed to celebrity endorsements. Advertisers and spokespersons must voluntarily assume corresponding social responsibilities.

The star effect can play a certain propaganda role for the merchants. After the celebrity endorsement is legally bound, it will undoubtedly reduce the enthusiasm for the celebrity endorsement. Although this time only restricts the celebrity endorsement, it may also have a knock-on effect on other products endorsed by celebrities. In the future, through many ways to improve brand awareness, many companies have to find another way.

In fact, when many companies are keen to use the "star endorsement" to improve brand awareness, Jiangsu Solar Energy CEO has challenged "Celebrity Endorsement", became a spokesperson, and advertised and promoted in the media. .

The old man who challenged the "star endorsement" is always Li Ping, president of Jiangsu Liyuan Solar Group. Since 2007, he has started to be the spokesperson of Liyuan brand in the industry media. There is no star's popularity, and there is no handsome appearance, but there is an oath-like endorsement: I use the character to make products, I supply the brand, the product is my character.

Li Ping associates the character with the product, does not let the seller worry about the quality after-sales service of the product, and is not afraid of the bad reputation of the celebrity endorsement. "Resolutely implement a low-cost marketing strategy, and resolutely not pay for the stars." Li Ping said, "Please star representatives are actually a double-edged sword. Please ask the second and third-line celebrity endorsements to be pure money. Please ask the first-line stars to spend big money, but These stars are on the cusp of the limelight. Once something goes wrong, the negative impact will make the brand lose a lot!"

Li Ping said, "I use character to make products, I supply De Chuang brand, and the product is my character" is actually a kind of promise made to consumers with their own personality as a guarantee. The premise of this kind of personal guarantee must be that the quality of the product is guaranteed and the service is in place. Li Ping said that he is confident in the quality and service of Liyuan solar products.

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