According to QQ, the gold brand Lao Feng Xiang (Lao Fengxiang) has just announced that after choosing actor Dinh Vu He as a global ambassador, in just 2 weeks, the sales of gold products of the same design as him have exceeded 609 million CNY (about 2.276 billion VND), directly creating a phenomenal achievement in the jewelry gold industry.
This figure of 609 million CNY is not the total sales of the Lao Feng Xiang brand, but only the products "same model as Ding Yuxi" - that is, items that buyers clearly identify as buying for him.
In fact, right from the day the star of "Vĩnh dạ tinh hà" was announced as an ambassador, sales exploded. On January 25, Dinh Vu He's product line of the same model just launched 5 minutes ago and sold 150 products, the revenue of the entire channel in the day immediately jumped to 75 million CNY.
In the following two weeks, on the Tmall and JD platforms, Dinh Vu He's advertising product sales recorded growth compared to the same period of 1.868% and 2.339% respectively - this is a rare growth rate in the industry.
According to the media, Dinh Vu He's "huge" revenue is not only based on the star effect, but is the result of many factors.
The most core is the "bilateral cooperation" between Dinh Vu He and the "Hai Duong" fan community - known for its extremely strong purchasing power.
Some netizens believe that the figure of 609 million CNY only shows the value of items of the same design, and the actual amount of money that fans buy may be even higher.
On the other hand, Dinh Vu He is a male actor who "pleases fans". Right at the event announcing his ambassador position, he spent his own money, chose a gold necklace and 3 bracelets, randomly giving them to 4 lucky fans on the spot, each item worth from a few thousand to more than ten thousand CNY.
He also intentionally tears the price tag, afraid that fans will notice the price, wraps it himself and gives it directly, sincerity lies in every detail.
This type of "hard-core fan catering" is not the first time. Previously, the actor spent 150,000 CNY to buy 27 necklaces as gifts for fans, and also regularly bought milk tea and rented a whole playground for fans.
It is this long-lasting sincerity that makes the attachment of fans to Dinh Vu He increasingly strong. This time, when Dinh Vu He has a new ambassador contract, fans have wholeheartedly supported him, turning the love for their idol into real purchasing power.
Lao Feng Xiang's brand rejuvenation strategy is considered to be going in the right direction. Choosing the actor born in 1995 as an ambassador helped Lao Feng Xiang transform from a "parental brand" to a "golden destiny of young people".
This collaboration made Dinh Vu He the first Chinese actor born after 1995 to be a global ambassador for the gold category.
Dinh Vu He simultaneously owning the matrix of representatives from the international luxury fashion brand Versace to the oldest gold brand in China, Lao Feng Xiang, is considered by industry insiders to be a rare case in terms of commercial value.
