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据韩国《每日经济》9月13日报道,近日韩流明星代言的化妆品在中国美妆市场遇冷,中国本土明星开始取代韩星,代言韩国品牌。
据报道,韩国宣布部署“萨德”系统后,中国人民的反韩情绪进一步高涨,不少民众开始自发抵制韩国产品和韩流明星。对此韩国美妆企业改变了对中国的营销战略,全面任用中国本土明星作代言人。
报道称,随着李敏镐在中国人气高涨,韩国品牌悦诗风吟也曾在中国赢得了极高人气,但“萨德”问题曝出后,悦诗风吟也受到了影响。为此,悦诗风云暂停了韩星代言的营销方式,采用本土化战略,任用中国女演员陈都灵为代言人和公益活动宣传大使。不仅悦诗风吟,兰芝在不久前也任命中国明星许魏洲为中国大陆地区代言人,并与之合作推出了音乐MV。
韩国化妆品业界有关人士表示,韩国化妆品企业曾依靠韩流明星在中国发展起来,但最近韩流明星反而成为了一种负担。实行本土化的营销战略,预计可以进一步增加营业额。(孟小庆)
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