Lu Chen is very cautious about brand endorsements.
Many stars, especially those new artists who have suddenly become popular in recent years, often adopt the strategy of draining the pond to fish when it comes to brand endorsements. They desperately work for notices and advertisements, which is jokingly called "Double High (Advertisement)" in the circle.
The emergence of the "Double High" phenomenon, on the one hand, stems from the pressure of some entertainment agencies on contracted artists, squeezing out as much profit as possible during the contract period, and not looking for the future.
There are also some artists who are willing to do this, because the competition in the entertainment industry is too fierce. Most artists are under great pressure to survive. If they don't work hard to make money when they are popular, what else can they get once they are out of it?
So they desperately accept all kinds of advertisements, even those high-risk endorsements.
However, artists who are based on long-term development are often very cautious and thoughtful about brand endorsements.
Lu Chen listened to Chen Fei 'er's opinion on brand endorsements.
Chen Fei 'er is one of the current domestic advertising queens. She endorses domestic and international big brands, with at least tens of millions of endorsement fees a year. She has rich experience in this regard.
The advice that Chen Fei 'er provided to Lu Chen was first to choose carefully, such as financial products, medicine and health care products, medical and medical equipment, agricultural products such as seeds, pesticides, breeding and so on. It is best not to touch them.
The risk of these advertising endorsements is relatively high. Once there is a problem with the product, it will often affect the reputation of the endorser, and even cause trouble in lawsuits.
There are not one or two stars who have been sued or stumbled because of careless endorsement!
Even Chen Fei 'er almost suffered in this regard, so she is now very careful in choosing advertisements. Naturally, she does not want Lu Chen to repeat the mistakes of others.
So far, Lu Chen has mainly endorsed two brands, one is [Whale TV], the other is Senqi Apparel, and the cooperation between the two has been very successful.
To put it bluntly, the benefits that Lu Chen's endorsement bring to the two companies far exceed the remuneration he receives!
For this reason, [Whale TV] and Senqi Apparel intend to renew next year, and the new contract will inevitably rise.
With the popularity of "Autumn in My Heart", the number of brands that came to Lu Chen for advertising cooperation suddenly increased, and the most important one was undoubtedly Zhonghua Automobile.
Zhonghua Automobile is one of the oldest and most prestigious domestic automobile brands. Its predecessor can be traced back to 70 years ago. The brand "Zhonghua" was established with the new China.
In the early 1950s, Zhonghua Jeep once drove across the Yalu River with the liberation truck, and made great achievements in the war to resist the United States and aid Korea, becoming a well-known brand in China.
However, since the reform and opening up in the 1980s, foreign brands of cars have entered the domestic market, and the market share of Zhonghua Motors has shrunk dramatically, almost to the verge of bankruptcy.
With the support of the country, this national brand finally survived the most difficult period and was reborn through the introduction of technology, independent research, and other methods.
After Lu Chen's debut, the first car he bought in Beijing was Zhonghua's newly launched X7. This gasoline-electric hybrid urban SUV could be described as cheap and good, and it was currently driven by Lu Xi.
And it was precisely the Zhonghua X7 that Lu Chen bought that made Zhonghua Automobile choose him as the new brand spokesperson.
At least that's a very important reason.
Of course, as a car company with an annual output of tens of billions, Zhonghua Automobile is very cautious in the choice of brand spokesperson. They chose Lu Chen first because the latter's influence among young people is growing. In addition, Lu Chen's image has always been very good since his debut.
Lu Chen won the championship of "Singing China", which was also a small factor for Zhonghua Automobile to choose him. Then he participated in Beijing TV's National Day Party and created a positive theme work like "I Love You China".
He once bravely saved people regardless of danger, and also raised donations to help fans. Now he is preparing to set up a leukemia charity fund … With all these factors, it's really not a problem to be named one of the top ten outstanding youths at the provincial and municipal levels.
In contrast, how much Lu Chen's solo album sold and how high the ratings of his TV series were not the key factors.
With harsh requirements, the treatment is naturally generous. Zhonghua Automobile offered Lu Chen a two-year contract of 12 million yuan.
Because of the many detailed terms involved, the contract could not be finalized in a day or two. Zhonghua Automobile hoped that Lu Chen could participate in the promotion and publicity activities of their newly launched R-class station wagon.
The specific requirement was to shoot a commercial, and Lu Chen was asked to tailor-make a song for the commercial.
Because of the importance of this contract, Lu Chen, together with his studio, focused his current work on Zhonghua Automobile. Lu Xi continued to negotiate with the other party for the most favorable conditions, while he himself was working on creative ideas for Zhonghua Automobile's new product.
Station wagons are a derivative of cars derived from the trend of people advocating nature and being keen on tourism. Compared with SUVs and MPVs, their purchase price and use cost are lower, and they have a more dexterous body, which is easy to drive and park. Therefore, they play an important role in the life of people in economically developed countries (especially in Europe).
However, in China, station wagons are a niche model. They have not been introduced at all because they are not suitable for the domestic market demand.
However, with the improvement of the material living standards of domestic consumers, it has become a new fashion for urban car owners to take family or friends, drive a station wagon, and go on a long trip together on holidays.
Especially for young people, driving a station wagon to travel is a very romantic and pretentious thing, and it has been rendered dreamlike by many literary and artistic youths. Similar car travel articles can often be seen in some fashion magazines.
Zhonghua Automobile is aiming at this emerging market and launched its first station wagon, the R100.
Lu Chen first spent two days digesting and studying the relevant information sent by Zhonghua Automobile, and then searched for and browsed a lot of advertisements for foreign station wagons on the Internet.
During this period, he wrote a song and gave it to Wang Jing to arrange, and let the Nirvana band practice accompaniment.
Finally, it took a week for Lu Chen to create and edit a music video to be used as the commercial demonstration of the R100 – it was equivalent to doing part of the work that belonged to the advertising company!
After that, Lu Chen asked Lu Xi to contact Zhonghua Automobile and demonstrate this music video advertisement to them!
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