Under the cold winter of film and television, the life of artists is difficult. is not only Huang Xiaoming, Yang Mi and other first-line stars who have their resources downgraded, but many stars with lower "coffee status" are in a situation where there is no play to play. For example, Huang Xiaoming, although he is frequently on the hot search in the coming 2019, it is still inseparable from the variety show "Chinese Restaurant" and the so-called derivative "Ming Xue". In terms of film and television dramas, there is only the movie "Heroes of Fire" which has a poor reputation (of course he has always had a bad reputation in movies). As a new generation of popular actor Di Lieba, in the most prosperous period of his career, he used to be in the crew for four consecutive years and filming during the Spring Festival. But on a recent variety show, Reba felt that he has now "have not received a play in seven or eight months", and even called online to hope that the directors would consider her more.
has repeatedly won the favor of famous directors, and top endorsements have received soft-handed top-ranks, but they are even more cruel:
Luhan has now become the "back pot man" of "Shanghai Fortress", and the new film and television work that can be determined in the future has been "downgraded" "" is a web drama; after returning to China, Wu Yifan, who has been shown as a "movie cafe" in film and television, is now the costume idol drama "Hanzhonglu".
Golden Horse Movie Queen "sells clothes"
From this point of view, although hot stars are always beautiful in the eyes of the public, they do have to face the risk of "unemployment" in the cold winter of film and television.
In fact, as early as twenty years ago, Ren Quan, a popular star, said: "If there is no filming, I am a vagrant." also became the beginning of his investment sideline business. In addition to opening a restaurant, Ren Quan also set up an investment fund Star VC with his friends Li Bingbing and Huang Xiaoming.
And Li Xiaolu, who partnered with Ren Quan 20 years ago in "It's All Born to Cause Trouble", also took an important step this year, and "officially announced" her sideline.
On the evening of September 26, the new clothing brand 3000 Concepts of Lu will be available for pre-sale. The brand is operated by Hangzhou Xinglu E-commerce Co., Ltd. According to data from Qicha, this company was established on June 28 this year, and Li Xiaolu's Beijing Xinyuruilu Cultural Communication Studio holds 41% of the shares.
In addition, it can be seen from the related publicity that this self-made brand is basically operated by Li Xiaolu: from sample production, to detail modification, to the production of ready-to-wear, Li Xiaolu has participated, and even became a fitting model, personally Show the wearing effect of the products on the shelves. The degree of heart is evident. Although in the past two years, Li Xiaolu has rarely released works, but she has become the youngest Golden Horse Queen by virtue of the film "Heavenly Bath" at the age of 17 and still has a large number of loyal fans. Even if they are just passersby fans, obviously, the star effect should not be underestimated. Although many people do not agree with Li Xiaolu's taste, the statistics are still very gratifying. As of 16:30 on September 29, after rough estimation, the sales of 14 styles in Li Xiaolu clothing store exceeded 200,000, and the number of fans exceeded 110,000.
develop sideline, steady!
Although some people regret that the Golden Horse Movie Queen has gone to sell clothes, the development of stars' sideline business, or even the sideline business surpassing the main business, is nothing new.
Just like "can't put all eggs in the same basket", celebrities can be called "high-risk occupations". There is no play to play and no income for a long time. This is the dilemma faced by many celebrities in the past and today. In other words, there is nothing wrong with choosing to develop a sideline to reduce risks. For example, some time ago, Jay Chou, who has released new songs and has been occupying the hot search on Weibo, although digital songs are selling well, even the hot topic "Jay Chou's mobile phone has been prompted to the account 3 yuan", but Jay Chou does not make money by singing. When
was in 2017, he said: "I wrote 12 songs for the upcoming new album, and listens to it. You don’t need to buy it, because I don’t rely on this to make money. " because I like playing games, He opened an Internet cafe called Mojie E-sports, which has a lot of income; in addition, Jay Chou joined the headset brand "1MORE Wanmo" as a shareholder, which has become a big hit among domestic headset brands...
stars "break in" live broadcast
With the popularity of short videos, live broadcast "selling goods" is no longer just onlineRed exclusive. has already had a large number of celebrities on Taobao, Kuaishou, Douyin and other platforms, selling goods in person. For example, Wang Zulan sold 100,000 facial masks in 12 minutes on Kuaishou live broadcast, with a turnover of 6.6 million; a single live broadcast of Wang Zulan gained more than 2.4 million fans and earned more than 3 million rewards.
In June of this year, Xiao S appeared in the live broadcast of "Taobao Live One Sister" Wei Ya. According to official data, ’s live broadcast has sales of 880,000 in one second, and more than 20,000 pieces of inventory in three seconds.
In addition, Liu Yan's live broadcast debut in Kuaishou had more than 5 million viewers, and sales exceeded 10 million in three hours. One of the rechargeable juicers sold 1.634 million and shampoo sold 43,800 bottles. Liu Yan's Kuaishou account gained 1.2 million followers.
Aaron Kwok made a live broadcast in Kuaishou in July with 20 million Kuaishou master Simba and sold 50,000 bottles of shampoo in 5 seconds. Because of the deformed face caused by the beauty filter, he also ranked first in the hot search on Weibo. The host of
Li Xiang even changed his Weibo name to "Anchor Li Xiang". Since Li Xiang’s first live broadcast on April 22 this year, it has been steadily broadcasted almost once a week. He has promoted nearly ten categories such as health care products, toiletries, fresh snacks, beauty and home appliances, and 's monthly turnover has broken. 10 million yuan.
Seen in this way, celebrity live broadcasts are like a "dimensionality reduction blow". After all, even small celebrities often have tens of thousands or even hundreds of thousands of fans. In order for Internet celebrities to obtain such a large amount of traffic, in addition to hard work, they also need Great luck.
However, it is not easy for stars to do e-commerce live broadcast.
First of all, this track that was not understood at first is now full of competition.
Secondly, the strength of the competitors that celebrity anchors have to face cannot be underestimated. Compared with those online celebrities who live on the show, e-commerce anchors have a higher technical threshold and are more desperate. For merchants, the price is often lower. .
In addition, there are also many problems in the cooperation between MCN agencies and star anchors, as well as the relationship between anchors and product supply chains.
Of course, whether it is selling clothes, opening restaurants, live broadcasting, or investing, celebrities have more or less advantages over ordinary people. It is conceivable for
that in this "winter of film and television", perhaps more and more stars will start to develop sideline businesses.
