In recent days, the global brand ambassador for Angeer Water Purifier was announced: Xiao Zhan!
Ding Technology Network noted that in the past few months of 2024, there have been few significant moves from household appliance brands, which has intensified the focus on Angeer's signing of a top-tier celebrity. It's evident that Angeer is willing to invest significantly in its brand.
"The cooperation with Xiao Zhan will inject new vitality into the Angeer brand, marking an important step forward in the brand's upgrading journey," should be Angeer's official statement. Utilizing the charm of the spokesperson to enhance brand appeal should be one of Angeer's desired effects, which is quite fundamental. Directly speaking, this should be aimed at sales.
According to data from Oviyun.com, in terms of sales scale, the water purification market just turned positive in 2023, entering a period of recovery.
At the same time, Ding Technology Network analysis suggests that the growth of the water purification market in 2023 may have been driven by pent-up demand. If the demand that had been accumulating for several years was indeed released in 2023, subsequent consumption expectations would become uncertain, inevitably leading to brand anxiety.
The anxiety of top brands, especially vertical domain brands like Angeer, might be more severe. This is because their performance to some extent overlaps with the overall market, and they do not have other business divisions to offset the pressure.
In particular, against the backdrop of market stabilization, Angeer's market performance has been characterized mainly by a decline in market share.
According to data from Oviyun.com:
In 2023, Angel's offline market sales share decreased by 2.9% to 13.72%, ranking second; its online market sales share also dropped by 0.96% to 4.98%, ranking fifth.
In the first quarter of 2024, offline market sales share saw a halt in decline and a rebound, with a slight increase of 0.81%, reaching 14.76%, maintaining its second position; meanwhile, online sales decreased by 1.67%, down to 4.06%, and dropped from fifth to eighth place compared to last year.
Against this backdrop, it's no surprise that Angel, a brand, sees a need to inject more "vitality."
Signing top-tier endorser Xiao Zhan signifies Angel's fresh approach to its brand:
Vertically, it's highly likely aimed at rejuvenating the brand. Xiao Zhan's fan base primarily consists of young people. Beneath the existing labels of high-end, quality, and innovation, "fashionable, youthful, and vibrant" are likely what Angel means by "brand upgrade." Moreover, the young demographic is becoming a crucial consumer group in the market. Getting closer to them means getting closer to achieving sales targets.
Horizontally, as a young actor, Xiao Zhan possesses a "national" appeal. Familiarizing him with more potential users expands the brand's overall influence, which should be Angel's basic gain.
However, in recent years, the water purifier market, undergoing structural changes, has been quite turbulent overall, with emerging brands rising one after another. Angel's water purifiers have seen a halt in decline and a rebound in offline sales, but there are currently no signs of improvement online. While the influence of top-tier endorsers is unquestionable, in terms of overall market competition, whether the focus on brand strategy can achieve the goal of halting the decline in sales share across all channels remains to be seen. (Original article from Ding Tech Network, reprinted must indicate "Source: Ding Tech Network")
