歐美明星想來中國，這5條原則一定要有！
In recent years, foreign luxury brands in China have heavily relied on celebrities to enhance brand recognition and gain customer loyalty. Though it can bring about repercussions when brands work with someone who does not fit their image, partnering with celebrities can at least bring a substantial amount of traffic and attention on social media. Marketers can then leverage this attention to promote products and tell brand stories.
近年來，中國市場上的國外奢侈品牌特別依賴名人來提高品牌認(rèn)知度，獲得顧客忠誠度。雖然與不符合品牌形象的某位名人合作可能會(huì)帶來不好的反響，但與名人合作至少可以帶來大量的流量，并在社交網(wǎng)絡(luò)上引起關(guān)注。之后營銷人員就可以利用這種關(guān)注度來推廣產(chǎn)品，講述品牌故事。
Making celebrities the public face of brands, nonetheless, has become an increasingly difficult task nowadays, which requires marketers to understand the political, cultural and social reality of China and vet potential brand ambassadors.
然而，如今請名人為品牌代言已成為一項(xiàng)越來越困難的任務(wù)，這需要營銷人員理解中國的政治、文化和社會(huì)現(xiàn)實(shí)來審查潛在的品牌形象大使。
In recent months, the Chinese government has rolled out a series of measures to regulate celebrity and entertainment circles. The following are several issues that the Chinese government and online citizens show zero tolerance for:
近幾個(gè)月來，中國政府出臺(tái)了一系列約束名人和娛樂圈的舉措。以下是中國政府和網(wǎng)民們零容忍的幾個(gè)問題。
1. Drugs
毒品
Drugs are totally forbidden in China . This includes marijuana , which has been legalized in many nations around the world. In 2015, the Chinese government passed a regulation that stipulates that celebrities who are involved in drug-related scandals cannot appear in TV shows, advertisements, films, etc. and brands that work with them have to drop their contracts.
在中國，毒品是絕對(duì)禁止的，包括大麻，雖然大麻在世界上的許多國家都是合法的。2015年，中國政府通過了一項(xiàng)法令，規(guī)定身陷有關(guān)毒品丑聞的名人不能出現(xiàn)在電視節(jié)目、廣告和電影中，且與他們合作的品牌必須解除與他們之間的合同。
2. Political Stance
政治立場
It is equally important to check the political stance of celebrities before hiring them. In China , the public cannot promote Taiwanese and Tibetan independence. It is also unacceptable to criticize the country’s political system and leaders or publicly show affinity for Japan.
在聘請名人之前，確認(rèn)他們的政治立場也同樣重要。在中國，公眾不能宣傳臺(tái)獨(dú)和藏獨(dú)。此外，批評(píng)中國的政治體系和領(lǐng)導(dǎo)人或公開親日也是不被接受的。
3. Extramarital affairs
婚外情
The Chinese online community also has zero tolerance for celebrities’ extramarital affairs. Extramarital scandals cause substantially more uproar on the Chinese internet and the unfaithful party is often harshly criticized for his or her unethical behavior. In recent years, the Chinese populace has at times voluntarily boycotted celebrities who are involved in this type of scandal.
中國網(wǎng)民對(duì)名人的婚外情也是絕不容忍的。婚外情會(huì)在中國的互聯(lián)網(wǎng)上引起更多騷動(dòng)，而且人們往往會(huì)嚴(yán)厲指責(zé)不忠的一方不道德的行為。近年來，中國民眾有時(shí)會(huì)自發(fā)抵制這種丑聞纏身的名人。
4. Charity Fraud
詐捐
For Chinese celebrities, it is a highly valuable practice for them to participate in philanthropic activities. The government and the public like to see them give their time or money for a cause. However, once the celebrity is involved in charity fraud, they will receive harsh rebuke from both the Chinese government and the public.
對(duì)中國名人而言，參與慈善活動(dòng)是非常有用的經(jīng)歷。政府和公眾樂于看到他們?yōu)榇壬剖聵I(yè)出錢出力。然而，一旦名人參與詐捐，他們將會(huì)遭受中國政府和公眾的嚴(yán)厲斥責(zé)。
5. Unethical Business Practices
不道德的商業(yè)行為
Nowadays, many Chinese celebrities have their own businesses along with their careers as actors or singers. Therefore, luxury brands have to ensure that they are aware of the kind of businesses that their celebrity partners have been running. Otherwise, once the celebrity involves in unethical business practices, they may also get into trouble.
時(shí)下，許多中國名人除了自己作為演員或歌手的事業(yè)還會(huì)有自己的業(yè)務(wù)。因此，奢侈品牌必須確保了解他們的名人合作伙伴正在運(yùn)營的業(yè)務(wù)。否則， 一旦名人有不道德的商業(yè)行為，品牌商可能也會(huì)遇到麻煩。
