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From the "suit door" to see the host endorsement clothing market reasons
The "Suit Door" incident highlights the differing identities of public figures and the commercial strategies behind celebrity endorsements. It also reflects cultural distinctions between mainland China, Hong Kong, and Taiwan. On online video platforms, actors like Zhou Xun and Hu Jun—who were part of the "Confucius" crew—seemed visibly uncomfortable. Zhou Xun’s expression seemed to say, “What are we even doing here? Zhu Jun isn’t easy, and why are we making it so hard for each other?â€
Behind the scenes, a local clothing brand’s spokesperson selection process has been analyzed by industry professionals, who summarized it in four words: “Movie stars aren’t as effective as TV stars, TV stars aren’t as good as hosts, and hosts aren’t as powerful as models and singers.†This is because apparel is a visual product, and the spokesperson’s image must convey immediate appeal.
Movie stars often sign only one or two campaigns a year. If their image doesn’t align with the brand or even contradicts it, the endorsement loses its impact. For example, Chow Yun-fat endorsed suit and casual wear products after starring in *Crouching Tiger, Hidden Dragon*, *Curse of the Golden Flower*, and *Confucius*. These movies had long-lasting audience engagement, sometimes lasting months or even years, which made the endorsement more effective over time.
In contrast, even without an official endorsement, providing clothes for a popular drama can generate significant marketing returns. For instance, Jiang Wenli’s character in *Miss Love* and the women’s clothing in *Six Cases of Heavy* brought extra exposure to the brands involved. TV presenter-sponsored clothing tends to be more efficient than TV drama clothing, as top-rated shows can run for years, and the host’s image remains consistent.
Musicians, on the other hand, have a different dynamic. Their careers often span decades, and their images are well-established. For example, Jacky Cheung’s endorsements of Sinia, Song Ying, and Wealth Birds, or Zhou Huajian’s partnerships with Zhuangji, Langsha, and Good News Birds, have consistently performed well due to their strong brand recognition.
Local clothing brands often start by selecting movie stars as spokespeople. However, since the CCTV media platform isn’t open to all, its hosts rarely appear in ads for sexy jeans or similar products. Additionally, the model economy isn’t as developed, so brands often turn to the performing arts industry for long-tail click rates and visibility. This makes the selection process more diverse and strategically driven.
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