Gasgoo.com (Shanghai April 27th)-The cancel of car show girls makes “super star effect” standing out in the Beijing Auto Show.
Although the number of companies inviting stars this year is lower than last year, all exhibition booths are crowded on the Press Day, especially those booths with stars’ attendance.
“In fact, the effect of cancelling car show girls will be mainly shown on Audience Day.” One auto company supervisor told reporters that, “We have no plan of inviting stars. On Press Day, we will transmit product and enterprise information accurately to the press.”
Despite the high cost, the spread effect caused by stars is obvious. For example, Kim Soo Hyun attended the 2014 Beijing Auto show for only 90 seconds, but his fans crowded the whole booth of Beijing Hyundai. 300 security guards were needed to keep the order, and even blocked off the scene.
One auto show needs about 1,000 show girls, but due to bad effects of some show girls in the past years, organizers prohibited the use of show girls since 2015 Shanghai Auto Show.
However, show girls can still be seen in the show, with different costumes and identities. Sometimes, they are car washers, or ritual girls, or commentators.
One public relations officer in BMW told reporters that, “We have cancelled show girls for a long time. But we still need some good-image girls to introduce car information to potential consumers.” However, not all show girls are willing to change identities in the show.
In the Beijing Auto Show scene, reporters have found many vogue beauties shuttling between booths. They are not show girls, but live show reporters or hosts, supported by a team.
