中国明星代言的背景及发展.pptVIP

The History The History The History * Start form 1989 The first celebrity endorsement 李默然(Li Moran) Traditional Chinese medicine 三九胃泰(Sanjiu Weitai) Move on to 1992 汪明荃(Liza Wong) A new comer in the market Market share rose to 30% from 0 Move on to 2000 1994: ANTA was built 1997: The sales amount rose to ￥50 million 1999: ANTA signed with Kong Linghui as their endorser for ￥800,000 孔令辉(Kong Linghui) 2000: Kong Linghui got the gold medal in the Sydney Olympic Games ANTA got ￥300 million sales amount Profit was only ￥2.5 to 4 million ￥5 mil