"From the perspective of business data, this year's artists have not really exploded."
According to Aiman data, in the third quarter of 2022, a total of 359 brands in the endorsement market will have new endorsement official announcements. Compared with the previous quarter, the number of officially announced brands and spokespersons decreased in the third quarter.
The shrinking endorsement market is a fact that needs no further elaboration. However, when the plate is getting smaller and smaller, how to allocate resources to generate real money is more and more worthwhile. Looking at the past, delay reforms, drafts and other forms have forged a group of rising stars with huge traffic, but when these star-making artifacts stopped working, the celebrity endorsement market also seemed to have stagnated.
Looking at this year, from " Begins " at the beginning of the year, to " Crime Hunting Guide ", " Dream Hualu ", and then to the summer vacation file just past, there is no shortage of word-of-mouth and discussion episodes, Zhao Jinmai , Tan Jianci , Wang Hedi , Yu Shuxin and other newcomers took the stage in turn.
It is undeniable that their business resources are still fermenting. However, the paradox is that, unlike Gong Jun " Mountains and Rivers " which was broadcast a month after the release of business 17+, Li Xian successfully won the endorsement of Estee Lauder, Midea and other big names with " Dear Loved " Compared with many past cases, the single-digit or even zero new endorsement data of the so-called "explosive" niche students are not eye-catching.
At the same time, the other extreme of the market trend is that the once-popular Xiao Zhan , Wang Yibo , Yang Yang, Dilireba and other classic traffic are familiar with Zhang Ruoyun , Yang Mi and other nationals. Still active in the front line of business, firmly controlling the endorsement market.
(This picture was created by Entertainment Capital, using AI to draw and produced by Wenxin Yige)
Although the endorsement market still believes in the traffic law, when the popularity of the episode can no longer be used as the only criterion for judging the business value of an actor, the entire ecosystem Start sliding down another inevitable track.
So, what happened to the "dark horses" in this year's drama king?
is an artist leading a drama or a drama leading an artist?
"There are some dramas that are still out of the circle this year, but from the current point of view, there is a gap between the so-called business value of traffic in these dramas and the previous big hit artists," the artist business Qingqing told Yuzijiang .
takes the past summer vacation as an example. From the perspective of popularity, the three platforms have continued to exert their efforts this year. Athletics have also made a lot of noise in this year's ancient puppet market.
and the three episodes have very different investment prospects. Starring Wu Lei and Zhao Lusi starred in "Bright Stars", which was once deeply embarrassed by "running streaking", and only unlocked the titles of Wei Ke, Leng Suan Ling and Shu Hua's middle and south Fu's ending. According to the statistics of Douban netizens, the total number of VIP advertisements is 17. While "Canglan Jue" has a lot of public opinion, the number of VIP advertisements is only 8. Compared with them,
is both airborne and ancient puppet drama " Agarwood ", and investment promotion includes Pizza Hut, Golden Collar Crown Zhenhu , Chunzhen and other brands, and it was full in the mid-term. There are 41 VIP advertisements.
The reason for this situation, in addition to the operational capabilities of the platform business, is also partly due to the brand's recognition of the starring. At the same price/performance ratio, the brand may recognize the ability of old faces such as , Yang Zi, and to carry dramas, while new-generation actors such as Zhao Lusi, Wang Hedi, and Yu Shuxin are still on the sidelines.
This has sparked a wave of Weibo netizens' debates about "artists lead dramas". At the same time, another aspect that netizens pay attention to is "drama lead artists", that is, the blessing of dramas to actors' business.
first look at the male artists of the three dramas. Wu Lei has held many endorsements before. After the broadcast of "Stars and Han Splendid", he still played a stable role and won two new endorsements for the Zegna brand spokesperson and the Pocky brand spokesperson.
and Wang Hedi, the male protagonist of "Freedom of the Orchid", is this year's most heavyweight "seed player" and one of the fastest rising young artists this year. With the play, Wang Hedi successfully got rid of the label of "ancient puppet and ugly man" and achieved a reversal of word of mouth. More importantly, the series has brought a huge traffic conversion to it, and the long tail effect is still continuing. According to the statistics of the think tank Xingtu, Wang Hedi successfully reached the top in September with a total of 5.44 million fans. The most popular artist.
However, a phenomenon worthy of attention is that Wang Hedi's new business growth does not match his popularity. At present, he has only unlocked five endorsements for Pepsi, Estee Lauder, soban, Paris Kashi and Volkswagen Tuyue. Although there is inaccurate information, he also has brand endorsements such as Tyrannosaurus, Maybelline , duck down jacket and other brands to be announced. , but these achievements are still incomparable with the "explosive" artists in the past.
At the same time, compared with Wu Lei and Wang Hedi, Chengyi 's endorsement data is even more dismal, and there is no new endorsement that has been officially announced.
The situation where the business situation is obviously differentiated is also obvious among female artists.
Among the female artists in this year's three summer hit dramas, Yang Zi's overall data is more prominent. Before the broadcast of "Agarwood, Agarwood Chonghua", she held Gaojiesz , Shuanghui , CITIC Bank , Chopard and other brands, and after the broadcast of the episode, she and Chery It has successfully joined hands with the two major brands of Master Kong egg noodles. At the same time, according to unconfirmed information, she has a number of unofficial endorsements in her hands.
also achieved good results with Zhao Lusi, whose popularity index and word-of-mouth index have both improved in "Star Man Splendid Moon Rising to the Sea". Recently, she also participated in the role of Tian Zao in " Hutong ". The topic of Zhao Lusi Tian Zao on Weibo has been read up to 930 million, which has increased its popularity. With the hit of the series, Zhao Lusi has added French Guerlain perfume and skin care, natural body care and OLAY body care spokesperson.
(Photo source Weibo @鏾美奇Window front)
However, compared with them, Yu Shuxin has also gained extremely strong attention by virtue of the small orchid corner of "Canglan Jue", and her Weibo entry Yu Shuxin Little Orchid has been read more It can even reach 2.04 billion; at the same time, she starred in " Two People's Small Forest " repeatedly hit the top 1 in the Youku platform, maintaining her strong exposure, but under such circumstances, she only unlocked the Youku VIP member favorite official endorsement. In these cases,
seems to have glimpsed some potential phenomena in the current endorsement market, that is, even with the blessing of the drama, the brand side still prefers those relatively mature artist faces. In the face of the sudden explosion of traffic, they are not the same. Enthusiastic as always.
The stars compete, who will win? In fact,
is not only like this in the summer vacation, but also in the entire celebrity endorsement market, there is also a relatively clear hierarchy.
Xiaoyu has counted the current number of celebrity business endorsements. From the perspective of male artists, there are currently more than 20 endorsement artists, including Xiao Zhan, Wang Yibo, Yang Yang and other phenomenal popular artists. According to the statistics of Xunyi, there are 33 commercial endorsements for Xiao Zhan, 29 commercial endorsements for Wang Yibo, and Yang Yang. 29.
and Zhang Ruoyun, Yi Yangqianxi, Li Xian, , Zhang Yixing, and so on. It is worth noting that in the first half of this year, Tan Jianci, who became popular with the "Hunting Guide", is now also favored by the brand side. After the broadcast of the episode, he has unlocked brand endorsements such as vivo X Fold, SOOCAS, and Human Happy Snail Powder. In recent months, its popularity has continued to ferment, and it has obtained STA again.RTER Sports Greater China Brand Spokesperson, Marubi Eye Care Spokesperson, Weigang Freich Brand Spokesperson, etc.
Wang Hedi, Zhang Linghe, , Cheng Yi and others followed closely behind, all in the ranks of 1-10 endorsements.
For female artists, Yang Mi and Dilraba Dilireba are the top veterans, as well as Internet celebrity artists Ouyang Nana , Yang Chaoyue and others are in the limelight. Among them, Yang Chaoyue has many identities, such as the spokesperson of Master Kong green plum green tea, the spokesperson of Changyi 100% brand, and the spokesperson of Fulifangsi brand. Ouyang Nana also includes 25 endorsements including Peacebird global women's clothing spokesperson, Givenchy brand spokesperson, Paris L'Oreal brand spokesperson and other 25 endorsements, ranking the first echelon. Among the younger generation of
, besides Zhao Lusi, Bailu , etc., the more prominent performers, Liu Yuxin who came from the draft and Zhou who came out of the circle through "Shanhe Ling" are also highly sought after.
and Yu Shuxin, Zhang Jingyi , Ren Min and other small flowers with good audience relationship, their performance is slightly inferior. From the perspective of age group, 95 flowers are now making great efforts. According to Aiman data, 29% of 95 flowers have entered the first echelon of commercial value, but on the whole, there is still a gap between 85 flowers and 90 flowers.
At a time when budgets are tightening and stars frequently collapse, artists with both traffic and familiar faces can bring brand owners a sense of security.
Under normal circumstances, when a brand chooses a brand spokesperson, it first needs to consider whether the artist can provide a larger voice for the brand in the short term, but objectively speaking, the attention brought by the current "dark horses" is not as good as the first two. Artists who have exploded in the year have a strong momentum.
Take Wang Hedi, who is currently the most powerful, as an example. On September 28, Estee Lauder officially announced him as a new spokesperson. According to Aiman statistics, in the two days after the official announcement, Wang Hedi's endorsement contribution to Estee Lauder reached 95.7. Among the voices obtained after the official announcement, some 89.34% of the popularity was contributed by skin care ambassador Wang Hedi.
, but its volume is still a little different from that of Xiao Zhan in the same period. On September 27, the official cocktail brand Ruiao announced Xiao Zhan as the global brand spokesperson. In the two days after the official announcement, the popularity index of Xiao Zhan's endorsement contribution to Rui Ao reached 95.84. Among the voices obtained after the official announcement, 97.55% of the popularity was contributed by the global brand spokesperson Xiao Zhan.
And the day before, the smart lock brand Deschmann officially announced the spokesperson Dilireba, whose popularity contributed to 99.86%. The business list of
think tank Xingtu also further confirms this point. According to its statistics of 9.26-10.02 new brand endorsement volume list, we can see that the endorsement volume of Wang Hedi, Tan Jianci and others still lives in Xiao Zhan and Dilire. Ba, Wu Lei and others.
But this does not mean that "Wang Hedi" have no chance. In addition to brand attention, another dimension that brands value in the short term is the transformation of business value. From this point of view, the short-term popular traffic stars still have the advantage. Wang Hedi sabon body care spokesperson officially announced that the sales of body care products in the whole store reached 8.1 million in 14 hours on the first day, and the sales of the main products reached 7.4 million. The main product increased by over 5000% in .
And, like Wang Hedi, there are now "Our Southwest Associated University", "Fu Tuyuan", "Let's Come Today", and "Looking Up and Seeing Happiness" waiting for the drama to be added. considerable.
What kind of artists do brands need
According to Aiman data, among the newly added endorsement brands of Q3, the proportion of domestic brands and international brands continues to be evenly divided, with a share of 44.8% and 42.6% respectively. Compared with the previous quarter, the proportion of domestic brands decreased and the proportion of international brands increased.
International brands are gradually active in the endorsement market. At the same time, in terms of categories, in 2022In the third quarter, the number of endorsements in categories such as makeup and bathroom, clothing and apparel, food and beverage accounted for the largest proportion.
Different types of artists have certain differences in the choice of endorsement brands. The
market provides a relatively loose choice for artists such as Yi Yang Qianxi, Xiao Zhan, Wang Yibo and other artists who are in the rising period and have both traffic and word-of-mouth blessings. Their endorsement products range from mobile phones, cars, home appliances, to clothing, jewelry, skin care, make-up, to food, mobile games and other categories. They are mainly for the fan group, to a certain extent, the blessing of "fashion sense" can make them not limited by other image temperament.
and "Internet celebrity" artists, such as Zhao Lusi, Yu Shuxin, Ju Jingyi , etc., are more favored by Internet celebrity brands, focusing on the fields of makeup, food and clothing. Not only endorsements, they are more keen to promote grass cultivation on the Xiaohongshu platform, and focus on quantity rather than quality, that is, they are not harsh on the acceptable brand magnitude.
takes the more typical Ju Jingyi as an example. She has always maintained a refined personality on the Weibo, and Xiaohongshu platforms. In the absence of new dramas, she still maintains a full set from head to toe on each platform. Makeup exposure. Not long ago, she officially announced her identity as the spokesperson for the XCO Orange Ode to the Blues series, and her makeup has attracted a large number of netizens to imitate. Recently, she took over the endorsement of the brand Miju, a bare-leg artifact.
At the same time, the market is also tilting towards artists with nationality and obvious labeling characteristics. Brands such as home bathroom, bathroom and international beauty pay more attention to the long-term stable accumulation of artists, which also explains why Mesozoic actors such as Zhang Ruoyun and Yang Mi are very popular. .
For example, Zhang Ruoyun's excellent reputation has been steadily outputting for a long time. With many works such as " Celebrating More Than Years ", " Swordsman in the Snow " and "Police Honor", he has gradually consolidated his popularity and the blessing of his works. commercial value. In addition, in variety shows such as " Star Detective ", the "smart" characteristics are constantly being strengthened. After marrying Tang Yixin , everyone knows that she is very family-friendly.
At present, attributes such as "good father, good husband" and "smart" coupled with stable output make Zhang Ruoyun hold 17+ business resources such as Annunciation Bird , iwc, McCarran, FENDI, etc., which are only newly added this year. There are as many as 10 businesses, among which are basically food, automobile, smart home and apparel brands.
On the whole, today's star business market is still dark and unclear, and the overall environment is more demanding for artists who have become popular in the short term and have not yet stabilized output and have formed obvious characteristics. From this perspective, long-term high-quality works are still one of the best ideas for solving problems.
