Among the four major brands, why only BMW didn't invite a celebrity endorsement in China?

When it comes to luxury cars, people naturally think of BMW, and stars are no exception. Even those car owners who have seen countless cars have a BMW in the garage. The boss who rides a Mercedes-Benz often goes out to play with a BMW. BMW seems to be the spokesman for luxury private driving tools.

Because of this brand appeal, BMW invited celebrities to endorse the brand in China. However, over the years, BMW has undoubtedly successfully managed its own brand image of "success and fashion", and has never lacked stars who have an affair with BMW.

Guo Jingjing, the topic queen, is undoubtedly a loyal fan of BMW brand. Before the Olympics, her car was a MINI. After the Olympics, she quickly bought an X6 with the gold medal she won. When Tian Liang's wife Ye Yixi was pregnant, she was driving an X5. Yao Ming's car is a BMW 7 modified car; Chris Lee advertised for a magazine at the beginning of the year and drove a Z4. 18-year-old "girl" Li Mankai BMW 3 ... covering almost all BMW models.

They are all gold-lettered signs and living advertisements of BMW, because when the stars who are BMW owners break the news, those gossip reporters will never forget to mention their cars.

Although the people who drive BMW are not necessarily good people, and the news of these stars is not so exciting, from the marketing point of view, BMW has successfully integrated its brand image into the daily life of stars, and its "star marketing" efforts can be said to be the ultimate.

A person in charge of BMW's public relations department in China said that BMW sold a lot in the star circle, and the stars were highly personalized. If one star is invited to speak, then other stars are likely to give up BMW. It is impossible to find such a superstar above all the stars at present, so BMW can't find a suitable spokesperson at present.

He admits that it is no problem to find an image spokesperson as a marketing tool, and it will also play a certain role in opening up the market, but it is necessary to find one suitable for the brand, otherwise it will be counterproductive. This is a high-risk marketing method, and enterprises should be very cautious when doing it, so BMW has not set foot in it, or even found a car model at the auto show.