As of the evening of August 13, Zhang Zhehan endorsed all brands to terminate the cooperation. Wahaha and took the lead in issuing a document stating that the nation’s righteousness should not be tempted, and announced the dissolution of cooperation. At the beginning, the cooperation was terminated and I apologized for the wrong remarks made by the co-host of , the flagship store of Tmall, and said that the live broadcast room would be closed for 30 days to do a deep reflection. Subsequently, Xu Fuji , Mercury Home Textiles, Baicao , Coca-Cola, etc. successively announced the termination of cooperation with Zhang Zhehan.
has only seen celebrities cancel their contract because of their brand position before. This is the first time that a brand cancels their contract because of their celebrity position. The Wu signing incident has just ended, and Zhang Zhehan has triggered a wave of business terminations. What impact will it bring? How to deal with future traffic stars? Where is the way out?
1. As long as the brands are the first to come out to terminate the contract, the celebrity is basically irretrievable. The first brand
to stand up is good. Zhang Zhehan is basically cold. The industry is most sensitive to the risk assessment of celebrity artists. Gossip is normal, and it is not enough for the brand to terminate the contract. As long as the brand takes the lead to terminate the contract, it will basically be irreversible.
- We recalled the incident of Xiao, no matter how big the incident was, no brand came forward to cancel the contract, because in the industry, it was all a rice circle incident, which is why when the boycott first appeared, Olay would still be on the live broadcast. I licked Xiaofen and said that the boycotters were a few people, a mob, because the rice circle problem and the political problem were different in nature.
Let’s talk about the Canadian star Wu Yifan incident. If it weren’t for a series of melons, it might be washed out by public relations. However, when the first brand came out to terminate the contract, everyone knew that it was irreversible. All subsequent endorsement brands all terminated their contracts and were notified by the police.
- This Zhang Zhehan incident is also the same. As long as the incident occurs, the brand and the artist studio will definitely be in contact. If it can't be resolved, the contract is serious, and the contract will be resolutely terminated. This time after the Yasukuni Shrine, even if Zhang Zhehan's capital had a way to reach the sky, this man who had been hot for a few months was still in a slump.
If the Rising Sun Flag incident had caused him to suffer, and today’s Yasukuni Shrine incident would not happen, because no one was in charge and there was no substantial injury, it would not have been overturned today. After all, his team underestimated our national spirit, and he would never come out to apologize.
- is now not only the endorsement of the brand stand up to terminate the contract, even his four roles in the movie peacekeeping team also stand up to cancel the cooperation, his lens is edited out of the hard work of the film’s main creators and re-shooting is, if he is allowed to continue in the film It's really discordant if you show your face inside, and the peacekeeping and anti-riot team did a good job in this wave.
2. Fans are the idol’s food and clothing parents, and cooperative endorsements are an important source of income for idols.
Now, as long as the celebrities make mistakes in principle, the business will terminate the cooperative endorsement, which has formed social rules. At this time, some people may jump out and say that this is too cruel, and some fans will say that this is too unfair to idols, but I think this is a good thing. Our society has such rules and I am very proud.
- Fans are the idol’s food and clothing parents. Cooperative endorsements are an important source of income for idols. Except for a few brain-dead fans, most of the fans are still ordinary people. They have national concepts and concepts of right and wrong. If idols hurt fans’ feelings, they are sorry for the food and clothing parents. Cooperative endorsements not only bring income to idols, but essentially bring profits to businesses through idol auras. If cooperative endorsements do not bring profits to businesses, but bring negative effects, cooperative endorsements will of course not continue.
Merchants will categorically terminate celebrity endorsements that make mistakes on issues of principle because they know that if they don’t do so, they will inevitably be spurned by fans, because most people in the country have a stand on issues of principle.
- In this game, businesses, people, and celebrities could have threeTo win, where businesses get profits from people, where people get entertainment from stars, and where stars get endorsement fees from businesses, this is an organic whole. If one party breaks the rules, the game cannot be played.
fans are the people, and everyone has a stand. Businesses must take care of the people's emotions. They know who their parents are. But some celebrities, it doesn't matter if you read less, you don't even figure out the rules of the game, and you are reaping the rewards!
3. The flow of artists is uncontrollable. Where is the future star economy?
There is no doubt that whether it is Wu Yifan before or Zhang Zhehan now, they have already affected the industry's technology route and capital preference. According to the author's observation, many people have begun to study the virtual idol industry this year. It was because the star was not easy to control and the contract could not negotiate various disputes. After all, you don't know what experience the star has had before.
trains flow artists since childhood, the contract can start from 10 years, and the income company can get the big head. The artist’s mobile phone and social accounts are owned by the company, which is much easier to control. In this case, the risk is indeed small.
However, the personal morality of each artist has made everyone nervous again. It can be said that you certainly don't know the day when a big firework will be released online, and the investment in cultivating artists in these years will really be in vain.
- In other words, artists have been commoditized now, but they are still human beings. The company cannot send individuals to take care of them 24 hours x 365 days, and the risk of investment is also inevitable.
For this reason, new directions began to emerge last year. Virtual artists have entered the investment horizon. These IP personalities are not easy to overturn. 100% of the company’s own assets, paper people, dummies and other idol IPs want to do what they want to do. It took a lot of time.
Just last week, the 15-second video of NVIDIA old yellow seemed to give investors more confidence. Virtual idols are getting closer and closer, and the hot topics of capital’s recent discussions are: you have to look for it. Alternative path.
- After all, in the current market environment, it is only a matter of money to spend money to research technology. Waiting for the next star to display fireworks will not only spend money, but also mental torture. It remains to be seen whether the transformation of the traffic star economy will succeed in the future.
In short, being an artist is the same as making a product, and word of mouth is the first. If the brand is smashed, and if you want to establish it, you will basically be out of play. After the
- Zhang Zhehan incident, all brand cooperating manufacturers have cut, and to put it bluntly, they are all protecting themselves. The possibility of brand cooperation in the future is unlikely. Last time, we saw the Wu signing incident so quickly. There are many things that do not have a gray area. Black and white must be distinguished because this is no longer a matter in the entertainment industry, but has risen to the level of social influence of the artist. Such a star artist The road to the entertainment industry is basically cool, and capital is not a panacea.
