It is well known that when selecting ambassadors, brands need to choose the most suitable representatives based on different products and target audiences. This is clear to both employees of small companies and operators in large enterprises.
JD.com, a company that started with digital products, has its primary consumer base naturally dominated by males.
For example, colleagues and family members around Lei, when buying home appliances or digital products, their first choice is always JD.com.
However, Yang Li, regarded as a spiritual totem by many feminists, is not widely liked by male groups and can even be said to be disliked by some males.
Therefore, JD.com's choice of ambassador this time is akin to angering many male fans and users, almost like digging their own grave.
What neither side might have anticipated is that although the brand intended to attract female groups, this cooperation not only failed to gain male fans' approval but may also have troubled the female group in certain aspects.
As of now, both Yang Li and JD.com have deleted related content from social media and released statements indicating that there was no formal cooperation, and promised to provide greater subsidies and benefits for customers.
In the future, more caution should be exercised when choosing ambassadors.