Are those celebrities who become brand chief XX officers really just relying on their faces?

In the past few days, the news about Kobe’s endorsement of Ele.me has been making a lot of noise. News about brands and celebrities appearing together always seems to catch the audience's attention immediately. Just over half of this year, a new way of playing celebrities and brands has appeared frequently: celebrities "going overseas" to join companies and become "chief XX officers".

In this wave of star "executives", CPO, CSO, CJO... these titles you may have never heard of have emerged, and the "C?O" family has become more and more popular for a while. Countless brothers and sisters. And in this wave, which celebrities have joined forces with celebrities to join this wave? Let’s take stock together:

Jay Chou

Company: Tuniu

Position: Chief Travel Planning Officer (CPO)

Joining time : July 2016

In order to fully attack the two major markets of online air tickets and hotel bookings, Tuniu.com announced on July 13 this year that it appointed Jay Chou as Tuniu CPO (Chief Product Officer), responsible for travel Line design, experience and optimization. Not only that, Jay Chou also worked very hard and customized the song "Let's Go" for Tuniu and premiered it on Tuniu's official website.

Company: Vipshop

Position: Chief Jay Officer (CJO, Chief Jay Officer)

Joined: March 2016

On March 25, 2016, Jay Chou officially signed a contract as CJO Chief Surprise Officer of Vipshop. Vipshop stated that the position of hiring Jay Chou is simply "CJO", which is more of a sincere tribute to "Jay" and gives "Jay" a second meaning - surprise. "CJO" stands for Chief Surprise Officer, which represents "In the future, Vipshop will work with Jay Chou to bring more surprises to consumers." After joining Vipshop as CJO, Jay Chou was very diligent and personally organized the "4.19 Unparalleled Sale".

He Jiong

Company: Alibaba Music, a subsidiary of Alibaba

Position: Chief Content Officer (CCO)

Joined: December 2015 On December 29, 2015, Gao Xiaosong, chairman of Alibaba Music, announced on Weibo that He Jiong had joined the Alibaba Music team as chief content officer (CCO). At this point, the "iron triangle" structure of Chairman Gao Xiaosong, CEO Song Ke, and Chief Content Officer He Jiong is formed.

However, He Jiong, like Gao Xiaosong, serves in a part-time capacity and said he will not give up his hosting job at Hunan Satellite TV. It is reported that although Alibaba Music has music businesses such as Xiami and Tiantian Dongting, it is not willing to be a "player company". This time He Jiong joins the company. According to industry insiders, it should deepen cooperation with Hunan Satellite TV and Tianyu. He Jiong, who has extensive connections in the industry, will also bring more artist resources to Alibaba Music. On the other hand, He Jiong, who has nearly 73 million fans on Sina Weibo, although his main job was to be a host, according to market surveys, his fan activity and business awareness are better than other celebrities. This makes He Jiong and Like other celebrities, they have become pure celebrity endorsements and have begun to truly realize their personal value.

Liu Tao

Company: Ping An Good Doctor

Position: Chief Health Officer (CHO, Chief Health Officer)

Joined: 2016 In July 2019

On July 12, Liu Tao joined Ping An Good Doctor as Chief Health Officer (CHO) and shareholder. Ping An Good Doctor is launched by Ping An Health, a subsidiary of Ping An Group. It is mainly an online health consultation and health management app. In fact, there are actually many stars who have entered the medical and health field. Haiquan Fund once invested in the medical robot Remebot and entered the medical field; Feng Tang, a well-known writer, also served as CEO of China Resources Medical Group Co., Ltd. and currently works in private equity of CITIC Capital Holdings Co., Ltd. Senior Managing Director, Investments.

Song Joong-ki

Company: Uni-President Chengduo

Position: Chief Beauty Officer (CPO)

Joined: May 2016 month