Hailan Home Signs Zhang Songwen's Wardrobe, Netizens React: No Endorsement Will Work!

In 2022, Hailan Home's revenue and net profit both declined. The Chinese brand, which once touted itself as the Uniqlo of China, made another big move by signing popular actor Zhang Songwen as its spokesperson in an attempt to turn around its performance.

Over a month ago, Hailan Home publicly invited Zhang Songwen to be its spokesperson. Shortly after, Hailan Home made ambiguous statements that seemed to announce Zhang Songwen as its spokesperson. However, the brand faced criticism from the audience for using Zhang Songwen's promotional images without permission and poor photo editing skills.

Zhang Songwen never responded during that time, and Hailan Home deleted the endorsement post in the evening. There was no public interaction between the two parties afterwards. Many netizens considered this behavior as moral coercion. Eventually, Hailan Home officially announced the signing of Zhang Songwen, but consumers seem unconvinced.

In a poll conducted by Sina Finance with over a thousand participants, 35% of respondents have never purchased Hailan Home's products and have no intention to do so in the future. 28% of respondents used to buy Hailan Home's products but are no longer part of the customer base. Only 21% and 16% of respondents expressed willingness to try buying from Hailan Home or become repeat customers.

It's also worth noting that 47% of the surveyed respondents were born in the 1990s, 10% were born in the 2000s, and 2% were born after 2010. This indicates that even with the signing of a popular star, Hailan Home's ability to attract young consumers is still limited.

Some netizens commented that no endorsement will make a difference.

This seems to prove that even with the endorsement of a highly beloved actor, Hailan Home's image in the eyes of consumers is difficult to change. Some netizens questioned, 'If the quality is not good, where does the market and brand influence come from?'