Author | Zuoyou
"bjyxszd (Bojun Yixiao is real), always remember that summer..."
Yunyun on the 21st evening after participating in the "Chen Qing Ling" Thai fans meeting, lying on the bed to edit and organize pictures After finishing all the photos and videos, I posted such a circle of friends. Before that, when she mobilized relatives and friends to grab the tickets together, she bought the tickets for 15,800 yuan from the scalpers. She flew to Bangkok in the early morning of the 21st to see Xiao Zhan and Wang Yibo. According to netizens, some scalper tickets even cost nearly 70,000 yuan. With their performance in "Chen Qing Ling", Xiao Zhan and Wang Yibo became the new top traffic. Especially Xiao Zhan, according to Ai Man's data, in August's business value index, Xiao Zhan ranked second, second only to Yang Zi.
With their huge fan base, Xiao Zhan and Wang Yibo quickly gained commercial endorsements, media and magazine exposure, and film and television resources. Just after the fan meeting of "Chen Qing Ling" in Thailand, Xiao Zhan appeared in Milan Fashion Week, and was searched again for a retro outfit. This is his first appearance at Gucci's big show, and he is also the only Chinese male artist invited this year.
However, traffic is also a double-edged sword, starring Xiao Zhan, the Mid-Autumn Festival movie "Zhu Xian I" won 370 million box office, was criticized by film critics as "only traffic", "IP + traffic" film and television model once again became a hot topic of discussion . So for Xiao Zhan and many artists who are rapidly becoming popular, where does the "flow" come from and how much value does it represent? Will fans who are willing to spend 70,000 yuan to buy tickets continue to spare no effort for idol krypton gold? For artists, how does the fan economy continue to produce?
is full of goods, and the value of traffic is "fans". The basis of traffic is attention. During his appearance in "Chen Qing Ling", Xiao Zhan's fans have more than tripled, from the first 6 million To date, 18.4 million. In addition, Xiao Zhan has been on Weibo hot search 42 times, second only to Wang Yibo, and became the second most popular star in the summer. Personal Chaohua has also been ranked in the top five of the star list for a long time. In fact, the base number of fans is only one of the indicators for judging the influence of an artist, and the topic heat represents the subjective participation of "fans". Whether or not fans are willing to spend money is what the brand considers. Xiao Zhan’s huge fan base includes “Wei Fan” and “CP Fan”. The latter is particularly active. According to data, Xiao Zhan’s current number of active fans is the highest among artists. The editor of
used to be in two fan groups of "bjyx". They have a strong ability to produce independently. Generally, there are about 150 people, and the news is continuously pushed, and there are about 5000-6000 messages in about half a day, mainly including artist expression packs. Most of the sharing of materials such as, pictures, and video content is spontaneously produced by fans. In addition, the purchasing power of Xiao Zhan and the surrounding purchasing power of "Chen Qing Ling" in the later period has become a rigid condition for joining the group. Fan clubs and fans drive the purchase, and it has become a consciousness to be an idol. As a certification of artist influence, e-magazines represent top fashion resources and coffee positions. After the broadcast of "Chen Qing Ling", Xiao Zhan became the cover figure of Hong Show, Harper’s Bazaar, Narada Entertainment Weekly, Modern etc. . Among them, the Hongxiu e-newsletter was just released, and the server was paralyzed because too many people bought it.
And fans buying magazines are not a single purchase, ranging from 100,000 to several thousand, and some even note "no delivery required", which is equivalent to a reward model. The IP value officer interviewed one of the fans who bought all the e-magazines. She said that she would save the pictures and watch them repeatedly. The large number of purchases was to make the product data endorsed by Xiao Zhan look good, which would make idol more popular with the brand. The
brand owner also saw the influence of Xiao Zhan. Currently, Xiao Zhan endorses Mengniu Zhenguo Li, OLAYB biscuits, Layshi, Procter & Gamble, Crest, Sassoon, Zwilling, etc.
Luckin Coffee's Xiaolu Tea, originally endorsed by Liu Haoran, was also announced in September by Xiao Zhan.
can be seen from this that the brand endorsed by him is relatively close to the people, and also in line with his "big boy" characteristics. Especially everyone knows that Xiao Zhan likes to eat snacks, endorsement biscuits, drinks can be described as very close, natural. Fans of
did not disappoint. During his endorsement period, on the one hand, sales rose sharply, which also gave the brand a sense of existence. In the process of buying products, fans will carefully identify which one belongs to Xiao Zhan's sales and buy a lot.
fans as "love"Consumption has a strong initiative, especially some fans, who have a certain right to speak and drive, and they have become a position for fans to spontaneously initiate krypton gold. Bo Jun Yi Xiao Chao, the blogger @限时狂想 even donated for them A Hope Primary School. He is also the main leader of the duo’s materials and activities, ranking first in periodicals and endorsements.
And another example that proves its popularity and box office appeal is "Zhu Xian I" , 11 days in theaters, with a box office of 360 million, becoming the box office champion of the Mid-Autumn Festival, and this is indeed inseparable from the contribution of "Xiao Zhan" fans.
"Zhu Xian" is Xiao Zhan's surroundings? Traffic drive depends on IP
"Zhu Xian I" It was originally set for August 8th, and then postponed to September 13th, the day of the Mid-Autumn Festival. The most likely reason for this strategy is to take advantage of the opportunity to "Xiao Zhan."
In August, "Chen Qingling" has not yet officially ended, at this time the movie The release will divert the energy of fans, and it is impossible for fans to sprint into the box office of the movie. Now it seems that this decision is correct. The enthusiasm of Xiao Zhan during the Mid-Autumn Festival has contributed to the important box office.
is on the fan support platform owhat, and Xiao Zhan’s fans support There are more than 30 projects, covering Chengdu, Xiamen, Wuhan, Shenzhen, Shanghai, Chongqing, Beijing and other places.
Some organizations represented by the "Xiao Zhan Global Fan Support Association" have begun to fully promote and package activities. The official Weibo of "Zhan Global Fan Support Club" began to release relevant event information at the end of August, and jointly hit the pre-sale box office through the forms of "private group tickets", "joint venture donations", and "fill in".
According to Xiao Zhanfan, official According to Bo, a total of 43 cities across the country have organized private events, and the number of fans participating in important cities such as Beijing and Shanghai has exceeded 2,000. The
private session can quickly release a consistent word of mouth, which also makes the "Zhu Xian" which has almost no publicity. "I" quickly surpassed 100 million and became the box office champion of the Mid-Autumn Festival. We have to say that "Xiao Zhan" played a very important role.
However, the word-of-mouth backlash caused by fans' control and comment that is common in traffic movies is also in "Zhu Xian I "Performed on the body. On the one hand, fans frantically swiped the score control reviews on major platforms and frequently sent "Xiao Zhan acting" to hot searches. On the other side, many 1-star bad reviews went straight to "traffic". The values of
IP are analyzed through data analysis Although "Xiao Zhan" fans contributed a lot of box office, the success of "Zhu Xian I" still lies in the ability of "Zhu Xian" book fans.
From the audience's profession, it can be seen that "Zhu Xian I" accounted for the most audience It is the white-collar workers who have already worked, and the proportion of the student group is the smallest in a few films-we can see that the book fans who do not speak too much are the real backbone of the rise of "Zhu Xian I" outside the passers-by.
In addition to deliberately low reviews of traffic stars, many of the negative reviews also come from the "original fans" of "Zhu Xian". As one of the Chinese super web IPs,
"Zhu Xian" has been adapted into TV series, game , Has many loyal fans. However, many "original fans" did not buy into the adaptation of this film. The plot of the magic change, rough special effects, and Baguio's casting and modeling have all become the focus of negative reviews. The traffic of
is not original sin. Brands and artists are both prosperous and lose all. After
shoots works under some "IP+ traffic" paradigm, the traffic seems to be the original sin.
A drama that has poor ratings and bad reputation is the fault of traffic. Even the script is bad and the persuasive eyes are hot.
"Anyway, there is traffic in this play, it's a money-making work, first hit one for the respect", this idea spread to every corner of the network.
As mentioned above, "traffic" means that fans pay. After all, "fans" are a small group of people. For film and television dramas, if you want to get the recognition of most audiences, you actually rely solely on actors to gain commercial value and reputation It is biased.
Lu Han has not announced his love affair in 2015, it is red and purple. "I am a witness" starring Lu Han and Yang Mi, it can be said that it is no less than the current Xiao Zhan Meng Meiqi, with a box office of 215 million; in 2016, Wu Yifan Starring in "Xia You Qiao Mu Ya Wang Tian", 156 million box office, "To Youth: So You Are Still Here", 337 million box office.
Because film and television is a comprehensive art, it includes many links such as the pre-script, actors, production, and later stages. Any problems in any link will cause the collapse of word-of-mouth, and simply make "flow" seem simple and crude.Violent. The
IP value officer believes that traffic artists based on the "fan economy" have great commercial driving force.
But their main role is to attract everyone to the "cinema" and in front of the "supermarket container". Whether the movie is good or not and the product is good or not are the long-term development of the brand.
Of course, the actors perform well, and they also add a lot of points to the IP. The two are complementary.
For artists, having traffic does not mean taking a "reassurance." After all, in the entertainment industry, the traffic lineup undergoes a reshuffle every year, especially for actors who rely on strong time-sensitive dramas to become popular, if there is no high-quality film and television The work consolidates its status in the performing arts circle, and it is very likely that it will be dominated by latecomers in just a few years. As an actor, if the professional ability of
is not recognized, no matter how amazing the popularity is, sooner or later, it will be exhausted.
In 2014, Li Yifeng became the top traffic through "Gu Jian Qi Tan", and then successively filmed low-scoring idol dramas/movies such as "Living Colors and Fragrance", "Puzzling", "Blooming Gardenia", etc., and once became One of the popular discussion objects of the derogatory term "some fresh meat"; Zhang Han, who has accumulated a little popularity in "Let's Watch Meteor Shower", has also become a point of ridicule in the subsequent homogenization of a large number of roles.
In the showbiz, Jay Chou used a new song "Say Good or Not Cry" to blast Weibo and Moments. A song earned more than 20 million yuan, which once caused QQ Music to collapse, and once again proved that the real top-tier speaks by strength. . The reason why
became popular in "Chen Qing Ling" is that in addition to the influence of the IP itself and the successful adaptation of the series, Xiao Zhan's acting skills have many remarkable points.
He has stated many times in press conferences and interviews: "The vitality of an actor lies in the work. My plan for the future is to make good works. I don't want to be short-lived." This is indeed the attitude that an actor should have. Out of the foundation of the "traffic" in the cruel entertainment industry that is rapidly changing.
For artists, traffic is more like a result than a cause. The IP value officer hopes that traffic artists who have "fans," favorites, and "public" cognition can polish their business level, have a good looks and value as a brand platform, and have the strength to achieve mutual achievement with IP.
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