text | Flying fish
data source | Guduo data
Xiao Zhan airborne dominate the screen list! Following "The Most Beautiful Retrograde", Xiao Zhan ushered in the second work " His Royal Highness the Wolf " , which will be broadcast this year.
"His Royal Highness Wolf starts broadcasting, rushing!" On November 19, the zero preheating "His Royal Highness Wolf" quietly started. The three major platforms released the full episode to members at one time. Xiao Zhan, as the second male of the show, posted the above micro After the blog, it "disappeared". And "His Royal Highness Wolf" immediately climbed to the top of the Guduo Popularity Index since its broadcast, and the popularity of the entire network is extremely high. Heat is nothing new to Xiao Zhan. Since last summer, heat has never been far away from him. What is really surprising about
is that at the same time, multiple episodes may be affected by the backlog and have an outdated look, or when they were ridiculed by the entire network and word of mouth due to issues such as shooting and casting, was shot in 2017. The costume drama has not only been "passed", it has even received many positive reviews ; at the same time, in the past few months, any appearance of Xiao Zhan will cause a storm of public opinion, from the release of the single "Light Spot" There are no exceptions to the anti-epidemic drama "The Most Beautiful Retrograde", and there are few commercial endorsements that should have come after the "Boom". However, when Xiao Zhan is the second male "His Royal Highness", these bloody and bloody The scene seemed a lot calmer.
This hot and less controversial "calm" is certainly inseparable from the publicity strategy of "His Royal Highness Wolf" and the "low-key action" of Xiao Zhanfen's ability to eat and grow, but it also seems to have revealed that it is aimed at Xiao Zhan himself. The controversy of "His Royal Highness" is dwindling, and this can't help but ask: Can the safety and popularity of "His Royal Highness Wolf" push Xiao Zhan out of the darkest moment and truly come back?
Has public opinion turned around?
Compared with singles, is Xiao Zhan’s actor status as . Therefore, although it is also a test action, the broadcast effect of the works involved is more significant for Xiao Zhan.
Since the occurrence of the 227 incident, Xiao Zhan has met with the audience in two works. The first is the anti-epidemic drama "The Most Beautiful Retrograde", which was launched in September. Xiao Zhan is a special star in the "Happy Community" unit in which he participated. In the play, Xiao Zhan plays a responsible youth, Cai Ding. Cai Ding’s character line is responsible for helping community residents purchase vegetables through the Internet when materials are scarce. Only before Xiao Zhan appeared, "The Most Beautiful Retrograde" caused great controversy because of the plot involved "ugly women".
can be seen from the barrage word cloud of the role of Cai Ding, the positive comments mainly come from Xiao Zhan’s original voice, the performance is natural, and the negative comments mainly question Cai Ding’s “strong aggravation of love”. It can also be seen that Xiao Zhan’s fans’ active support and because this episode opened with the role of a pregnant woman, there were also barrage of unfriendly speeches to Xiao Zhan.
In the two episodes with a total of 90 minutes, Xiao Zhan’s total drama is less than five minutes. There is nothing wrong with his role and performance. The reason that sparked public opinion is part of the high-profile theme of . Epidemic-themed TV series, the show's broadcast attracted attention, but because of its female image, it angered the feminist movement , which is now on fire, and made Xiao Zhan’s first trial work of lost at the beginning. Word of mouth .
Another part of the reason lies in the match between the traffic image of z14 and the official serious theme of anti-epidemic conflict , which caused audience dissatisfaction. Now that the combination of the main melody works and the flow stars leveraging each other is becoming the norm, I want to complete thisThere are not a few traffic stars in human transformation, but it is obvious that Xiao Zhan’s traffic road has just begun. The team did not go to "resolve transformation", but temporarily "combined" . At that time, the entire society was still immersed in the low grief brought about by the epidemic. At the same time, it was not too long since the 227 incident. Xiao Zhan's team wanted to pass official approval to come back with . The action was slightly anxious , which aroused the resentment of the boycotters. And a large-scale counterattack.
Two months later, Xiao Zhan’s second work of this year "His Royal Highness Wolf" went online, public opinion seems to have taken a turn for the better .
After the show was launched, hot searches have continued, but related discussions mainly focused on "non-Xiaozhan" topics such as Wang Dalu, Li Qin, line style and theme song. Judging from the word cloud played by Xiao Zhan, the praise mainly comes from Xiao Zhan's appearance, the emotional and funny of the drama, and the good bgm, while the negative comments mainly focus on the plot routine, the strange style of painting and the sloppy style.
is different from the realist line of "The Most Beautiful Retrograde", "His Royal Highness Wolf" is a romantic chivalrous romance drama in ancient costume. Obviously, Xiao Zhan, who is popular in ancient costume, matches the latter's tonality more . In the play, Ji Chong is the son of the king and a bounty hunter who wanders around the world. The typical "beautiful and miserable" character set is often shown by the rough and wild images with stubborn faces. Xiao Zhan and the characters and the overall style of the drama Very harmonious.
. In the comparison of many TV shows in the same period, "His Royal Highness Wolf" does not have too many slots in terms of the match between the actors and the characters, or the acting skills. It still has the scarcity of themes at the moment, which fills up to a certain extent. The market’s demand for "deep sadomasochism", and audiences will not have the same high demands on original romance dramas as anti-epidemic dramas and works adapted from IP.
not only that, since the show was launched, the official blog has been focusing on the relationship between Li Qin and Wang Dalu, while fans mainly focused on promoting Xiao Zhan’s actor status, such as "the girls who fought for Xiao Zhan" topic quotes Many passers-by came to watch. This hot search checked Xiao Zhan’s works and brought a wave of character memories to the public. At the same time, the director of the play Cao Hua also posted a Weibo to affirm Xiao Zhan’s efforts, so it gained a lot of passersby’s favor. . The commercial value of
is expected to rebound.
. Under the strong wave of resistance in the first half of the year, many brands had to change their spokespersons. Due to the lack of exposure and output of works, Xiao Zhan’s commercial endorsements fell into a period of silence and the commercial value was greatly reduced. damage. With the popularity of "His Royal Highness Wolf", long-absent commercial endorsements may have been secretly targeting him.
"Her Royal Highness Wolf" was ridiculed by netizens as a "stop-loss drama" , as the name implies, "broadcast is victory", and do not pursue too much on the broadcast effect and profit. However, it is such a series that was filmed three years ago, with a style of ancient romance and a one-time release of the entire series to the members, which still shows good enthusiasm.
According to Guduo data, since the start of "His Royal Highness Wolf" on the afternoon of November 19th, it has been ranked first in the overall list of dramas, and Xiao Zhan's airborne artist dominates the screen second place, second only to Li Qin. The official Weibo of "His Royal Highness Wolf" is promoted according to the rhythm of non-members, and there is no separate promotion for Ji Chong. With the launch of rush after 10 episodes, Xiao Zhan’s dominance index quietly surpassed Li Qin’s first place on November 23. At present, whether it is "His Royal Highness" barrage comment or popularity index, it is proved. Xiao Zhan's ability to lead drama.
In order to share the firepower of public opinion and increase revenue, "His Royal Highness Wolf" was broadcast on the three major platforms of iQiyi, Tencent Video and Youku. Open threeIn the homepage recommendation section of the big platform, the poster of "His Royal Highness Wolf" is very eye-catching, and both iQiyi and Tencent Video have set up on-screen advertisements for the show. As the broadcast platform for Xiao Zhan's subsequent works, iQiyi and Tencent Video have also become The main position of Xiao Zhanfen's screen.
Soon, advertisers sniffed business opportunities shortly after the broadcast. The popularity of this "stop-loss drama" has won the favor of advertisements, such as Huang's Sound Pill, Jindi, Nanfu Battery, and more The form of patch advertisement appears in the play. Undoubtedly, "His Royal Highness Wolf" is not only an investor's test of Xiao Zhan's identity as an actor, but also a reconfirmation of its commercial value by the market .
Although "His Royal Highness Wolf" did not use the single-chip payment model, and did not directly show the fans' krypton gold power in sales figures like "Light Spot", but the popularity and subsequent advertisements have demonstrated how much fans' desire for support has been shelved Strongly, in waiting for their comeback day after day, they need "retaliatory" krypton gold and an outlet for emotional venting.
In the recent Double Eleven, the brands endorsed by Xiao Zhan, such as Budweiser, Roseonly, Mengniu Zhenguo Li, Kai Xiaocao, etc., still sell well. During Double Eleven, Mengniu, endorsed by Xiao Zhan, broke the record of online consumption. Mengniu's entire network sales increased by more than 62% year-on-year, ranking first in the dairy industry brand on the Tmall platform. Mengniu Zhenguo Li also renewed its contract with Xiao Zhan; In November of this year, Budweiser announced that Xiao Zhan had added Budweiser ME3 as a spokesperson for Budweiser Pers. During Double Eleven, Budweiser became the only beer brand to enter the top 20 food and beverage brands. Although the sales volume of
is amazing, compared with the number of commercial endorsements of other traffic niches and the heavyweights of high-end luxury products, Xiao Zhan's commercial endorsements seem very lonely, and they do not match his top-ranking status. . Whether he can get out of the bottom and open up a bigger business endorsement situation depends on the response of Xiao Zhan's main business-the drama market, and the broadcast effect of "His Royal Highness Wolf" has undoubtedly released some positive signals.
has already played the front line and needs to keep up with
. "His Royal Highness Wolf" is regarded as a test of Xiao Zhan's comeback. It is safe and enthusiastic. It seems to be a success at present. In addition, Xiao Zhan's blockbuster work "Douro Continent" also received a distribution license on November 6.
Don’t forget, in the performance betting agreement with China Reading Group, Xinli Media promised that its net profit in 2018, 2019, and 2020 will not be good for 500 million, 700 million, and 900 million. In the past two years, Xinli’s net profit The profits were 324 million and 549 million respectively. This year, Xinli Media has aired three series of "He Actually Doesn't Love You That", "The Deer Ding Ji" and "His Royal Highness Wolf" in order to hit the performance in 2020.
Now it seems that these three dramas have not contributed much to Xinli’s revenue. In order to fill the goal of 900 million yuan, Xinli’s pending dramas "Golden Years", "Eight Dragons" and "Douro Continent" are very likely. Will be launched at the end of the year, and "Douro Continent" is the most promising work , whether it is its IP value or starring appeal. It is undoubtedly for the broadcast of "His Royal Highness Wolf". The drama hit the front line. If "His Royal Highness Wolf" can complete this safety hit, the time for Xiao Zhan's "Douro Mainland" to meet the audience will not be too far away.
Currently Xiao Zhan's upcoming works include "Douluo Dalu", "The rest of my life, please advise me" and "Ace Troops" two episodes. The urban emotional drama "please give me more advice for the rest of my life" produced by Penguin Films is aimed to be broadcast on the stars. It has previously appeared in the investment film list of Hunan Satellite TV, and the combination of the leading roles of Yang Zi and Xiao Zhan can be said to be a "strong alliance." ; The military drama "Ace Force" produced by iQiyi is co-produced by tough guy Xiaosheng Huang Jingyu and Xiao ZhanThis is the first time that Xiao Zhan has appeared in the image of a soldier. The play is expected to go online in Q3 next year. Both of these two dramas are head-oriented, and the response is expected to be good. The broadcast response of Xiao Zhan's next work "Douluo Continent" determines their schedule .
In fact, Xiao Zhan is not the first traffic actor to be boycotted. Previous traffic actors were boycotted mostly because of poor acting skills, poor artistic ethics, and personal ethics. The use of avatars for cutouts, and money in the circle made the public disgusted. For example, when Li Yifeng starred in the movie "Animal World" and Lu Han starred in "Shanghai Fortress", the previous performances were empty, which triggered some netizens to give low scores and boycott. This year the two actors rely on "Cross Fire" and "Secret and Great". His performance saved the reputation.
, as a typical case of a traffic actor being boycotted, Xiao Zhan himself did not have any problems with misconduct, and even in the Achilles’ heel of traffic actor—acting this link also showed that non-disciplinary actors were brighter. Eye infection . However, the lack of strict control over fans has caused Xiao Zhan’s career to encounter an unprecedented crisis. The long darkest moment of has given a strong warning to fans who will guide and control themselves by future stars .
It is undeniable that because of his huge fan base, Xiao Zhan’s popularity will not be inferior to the "Chen Qingling" period for a long time to come, but the key to Xiao Zhan’s comeback is not only whether the work can be broadcast smoothly, but also when. Can receive the next new play. "Legend of Life" is a project set before the 227 incident, only "Most Beautiful Retrograde" and "Ace Force" are projects set after the 227 incident, and the reserve of 3 dramas to be broadcast are essential for maintaining Xiao Zhan’s top-tier status Obviously is not enough.
Xiao Zhan became popular due to the double-male lead drama "Chen Qingling", and as 59 double-male lead dramas are gaining momentum, the traffic market may usher in new changes. If the public opinion crisis is not completely lifted and there is no new play to take over, Xiao Zhan's traffic life problem is also one of the professional difficulties he will face in the future. On the next road, Xiao Zhan's team must learn from the past and be more cautious.
