Stars create their own brands and sell at high prices, which is dialectical;
First, it's nothing new for stars to launch their own brands and develop sideline businesses by their own fame. While the star's own brands have appeared in succession, "rollover" has also occurred frequently.
In 2020, Justin created his own brand TWEEX 2, and the short-sleeved T-shirt was priced above 500 yuan. Many consumers think that its cost performance is not high, and it is completely "cutting fans as leeks".
Coincidentally, in July this year, the hot pot brand franchise store founded by Du Haitao was exposed to the news that it was ordered to suspend business for rectification because of the nonstandard setting of food processing operation area and inadequate fly control and pest control.
Second, in fact, despite the premium of the star's own brand goods, many consumers are still willing to pay as "leeks" out of their love and support for the stars. However, if the premium far exceeds the star's personal value and influence, the actual cost is far from it, which will inevitably make consumers feel "value for money".
Only the high price supported by the star aura, without the corresponding quality, the star's own brand is just a gorgeous bubble, which will burst one day. In the final analysis, the competitiveness of brands is the competitiveness of products, and the competitiveness of products is the competitiveness of quality, and the brands built by stars are no exception.
After the consumption upgrade, consumers' ideas will be more mature and the choice of products will be more rational.
Third, the star's own brand has natural market and marketing advantages. If you are only content to be an "online celebrity", make quick money and treat consumers as "leeks", it is tantamount to shooting yourself in the foot.
Compared with a high-priced and low-quality "rollover" brand, the star's own brand should pay more attention to improving product quality, invest more energy in product research and development and technological breakthroughs, and form a benign interaction with consumers, so as not to make the brand "short-lived".