Will Xu Zhisheng be the next Li Xueqin?
Text | Xiao Han Shi Xin Jia Xuan
| Shi Can
Three months have passed since the end of the fourth season of the "Talk Show Conference", Wang Mian retired from the competition, Zhou Qimo won the king, Yang Meng'en proposed marriage and other topics are still hot, and Xu Zhisheng, who won the fourth place, also "won with one blow" and became popular because of "violent ugly learning".
Stepping off the stage of the talk show, Xu Zhisheng went to the variety screen: recorded "Hahahaha" with Lu Han, Deng Chao and others, appeared in the same frame as Zhang Shaogang in "The House of everyone", and participated in the "Annual Comedy Competition" to bring out his comedy talent to the fullest.
In Douyin, the topic "Xu Zhisheng" has been played 760 million times, and the Weibo topic "Xu Zhisheng really fell in love" has 260 million reads. Xu Zhisheng, who successfully went out of the circle, left hand variety show, right hand brand promotion. Open Xu Zhisheng's Weibo, you can see the promotion of Ctrip Travel Network, OLAY, SF Tongcheng and other well-known big names. After Yang Jia and Li Xueqin, the brand once again aimed its marketing at the talk show position.
Why is Xu Zhisheng, who conquers the stage by relying on "appearance", favored by the brand? From Peking University talented woman Li Xueqin to Xu Zhisheng, how did the talk show conference "make stars"? Will Xu Zhisheng be the next Li Xueqin?
Variety show café Xu Zhisheng
Looks, education, accent, love, and CP constitute the label on Xu Zhisheng's body. A comma hair on the brain door to cover the hairline, a Shandong dialect, the identity of the master of the University of Science and Technology Beijing, not only became the material for Xu Zhisheng to talk about talk shows, but also a hot topic in the variety show.
Xu Zhisheng's talk show takes his own appearance as the core starting point, and unfolds the confusion after his fame and the sweetness of love. For example, "The director has my appearance, you let me sell noodles and films, but will it be too risky to sell masks" and "talk show Lu Han" and other stems frequently go out of the circle.
Da Zhang Wei commented on Xu Zhisheng's appearance: "This face is really not white, and it has made up a joke for a season."
Xu Zhisheng's appearance has also become the talk show material for the contestants of the same period.
He Guangzhi's sentence "I am ugly with Xu Gong in the north of the city" deepens the CP sense of "North Zhisheng, South Guangzhi" and "Hiroshima Love", and Xu Zhisheng and He Guangzhi have become popular CP after Li Xueqin and Wang Jianguo's "Snow Country Train". On the "Talk Show Conference Cross-Chinese New Year's Eve", the CP pair also danced the boy band dance, and the practice video of the same hand and foot in the background was also out of the circle.
Although the fourth season of "Talk Show Conference" is over, the "binding" of Xu Zhisheng and Lu Han has just begun.
Lu Han tweeted that "then I said I am Xu Zhisheng who put on makeup, do you believe it", the Weibo topic "Xu Zhisheng is Lu Han in the talk show industry" read 190 million; in the variety show "House of the Guys", Xu Zhisheng and Lu Han called together; in the "Hahahahaha Season 2", Xu Zhisheng and Lu Han formed a "Lu Sheng" combination, "Lu Han Xu Zhisheng on-site dating" and "Lu Han imitated Xu Zhisheng" and other topics increased the popularity of variety shows.
With the help of the "advantage" of looks, Xu Zhisheng quickly became a new favorite of variety shows.
"House of the Guys" is a funny daily variety show set in the community. In the program, Xu Zhisheng is a funny person, outputting various topic points. At the beginning, Xu Zhisheng appeared with a backpack and danced with the members of the boy band, and the dancing posture with the same hands and feet caused everyone to laugh; when he was used to make up the hairline with pot ash, he would also laugh at himself, "I sort out the hairstyle, you know where to make up."
In the second season of "Hahahaha", Xu Zhisheng made his variety show debut and shared the screen with his boss, leader and variety show veteran, perfectly interpreting how the newcomers of the variety show integrated into the team. From the field record to the guest, to the status of the main manager, Xu Zhisheng maintained his own style - interpreting Xu's rap, saying that the makeup artist praised his good skin, and skied with aerodynamics.
"Annual Comedy Competition" is an original comedy competition variety show, and Xu Zhisheng performed "Zhisheng One Blow" as a cooperative guest of Shi Ce and Wang Hao. Different from the previous talk shows, Xu Zhisheng needs to complete the performance under the script, with Shi Ce and Wang Hao, and there are more requirements for expressions and actions in addition to the lines.
The change in the form of performance did not affect Xu Zhisheng's play, under the blessing of the labels of talk show actors, red and green blindness, etc., using his own characteristics to play a role with a mediocre appearance but a girlfriend.
But the variety show also exposed Xu Zhisheng's shortcomings: not familiar with the variety show process, did not know the right time to express, and the role was limited to funny.
When "Hahahahaha Season 2" served as the main manager of the introduction process, I forgot to introduce the interviewee, and I didn't know that I needed to interview myself; I introduced half of the link before I remembered that there was no grouping; when I broadcast brand advertising, I split the English words into letters and read them. Many fans of the show believe that Xu Zhisheng's performance as a flying guest is too prominent, with a strong talk show actor filter in the variety show, and he did not find a suitable variety role.
Xu Zhisheng, who became a variety show café, took a photo of The Fragrance Crossover with Lu Han on a short video, participated in the Weibo Super Celebrity Festival, and took fashion photos of Harper's Bazaar. Influence is breaking through the circle layer, brand cooperation is also followed - Xu Zhisheng's various labels have begun to combine with brand selling points.
Brand new favorite Xu Zhisheng?
It is not an exaggeration to say that in the past two years, with the explosion of talk show type variety shows, talk shows have become a new marketing position for major brands.
From Li Xueqin, Wang Jianguo, to Wang Mian and Yang Kasa, whenever the annual team building of the talk show actors "Talk Show Conference" ends, there are always a few "stars" who stand out and become the darlings of the brands. In 2021, xu Zhisheng may be selected.
Looking through Xu Zhisheng's official Weibo, it can be found that since participating in the "Talk Show Conference Season 4" explosion, business promotion and variety promotion have become the main components of his Weibo content. According to the incomplete statistics of hedgehog commune (ID: ciweigongshe), as of now, Xu Zhisheng's business promotion content on Weibo has reached 23, and if counted from mid-September 2021, the average monthly business promotion microblog is more than 5.
He Guangzhi, who successfully entered the "fashion circle", followed closely behind, and also had nearly 20 business promotions. The winner of the "Talk Show Conference Season 4" Zhou Qimo has relatively little business cooperation, and as of now, there are only 13 related promotion microblogs. From the perspective of specific brands, at least nearly 20 brands have extended an "olive branch" to Xu Zhisheng, which is already a "head traffic" among the talk show actors in 2021.
So, which brands have chosen Xu Zhisheng?
According to the content of Xu Zhisheng's Weibo, in addition to the cooperation and promotion of variety show sponsors such as "Talk Show Conference", the first business content released by Xu Zhisheng is the welfare activities of Ping An Hao Car Owner App under Ping An Insurance.
At that time, it was late September, taking advantage of the "Hiroshima Love" CP is hot, Ping An good car owners let Xu Zhisheng and He Guangzhi combine CP business, and also launched the Weibo topic of #He Guangzhi Xu Zhisheng Ensemble, and the final topic read reached 250 million, and the discussion volume was as high as 32,000.
Since then, the bundled business of "Hiroshima Love" has become a major feature of Xu Zhisheng's business cooperation, and various CP sprinkling sugar with dark pokes and dangling has also become the favorite of brands.
In the promotion of the Tmall Double Eleven "Share Shopping Cart Challenge", Xu Zhisheng posted the shopping cart, "He Guangzhi same model" was prominently listed, so that fans directly called "bumped"; the two also appeared together in the talk show activities of many brands and performed on the same stage; in the Ctrip New Year's travel promotion on January 18, 2022, the two once again joined hands to "one trick to win", which made countless fans shout "sweet business".
"Fried CP" works well, and more brands aim at the various hot stems created by Xu Zhisheng in the show.
For example, in the business cooperation between Xu Zhisheng and SF Tongcheng Express, the brand fully combines Xu Zhisheng's iconic accent, using the funny "win number" meme in its talk show to make him incarnate as the "chief win jian officer" of SF Tongcheng Express, emphasizing that delivery is "fast and win"; Xu Zhisheng once told the workplace in the program, and JOJO sparkling wine let him transform into a newcomer in the workplace and tell his "Zhisheng magic weapon".
In the "Fourth Season of Talk Show Conference", Xu Zhisheng told his own strange experience of carrying goods, creating a famous scene of "selling noodles and selling steamed bread and selling masks", and then deriving "Xu Zhifeng" and other related hot memes. Soon, the business cooperation related to the mask found Xu Zhisheng. In the cooperation with Tmall Double 11, Xu Zhisheng played with the mask terrier; in order to promote his own mask products, the skin care brand KoYan's also found Xu Zhisheng to shoot advertisements, so that the mask terrier was "reproduced" again, and obtained a good publicity effect.
The reason why Xu Zhisheng can burst out of the circle is inseparable from his distinct personal image. Funny comma bangs, not outstanding long on the contrary, so that he can be more "grounded", more pleasing, he himself in the paragraph also by ridiculing his own "violent ugly learning" and repeatedly achieved miraculous results, talk show industry insiders also joked that his appearance is "God appreciates rice to eat", is a "talk show vase".
This kind of contrasting ridicule has a very good effect, and it is also in line with the current social reality of "appearance anxiety".
Brands are also eyeing this feature of him. In Xu Zhisheng's many business promotions, "face value" has not only become the keyword of marketing, we can also see Pandora Pandora jewelry, OLAY and other brands that seem to be "unable to beat the eight rods" of Xu Zhisheng, which makes people feel quite "magical reality".
In addition, a careful analysis of Xu Zhisheng's business cooperation can be found that it is mainly concentrated in the light consumption areas that young people pay more attention to, such as sparkling wine, skin care products, mobile phones, fitness food... This also coincides with Xu Zhisheng's grounded personality. In contrast, Zhou Qimo's business promotion focuses on more "elite temperament" consumption areas such as automobiles, medical care, finance and insurance, which reflects the "poisonous" vision of brands.
On the other hand, for brands, Xu Zhisheng's more self-deprecating talk show style also makes it more "safe". Unlike the topic controversy that comes with Yang Kasa, which is easy to "blow up when touched", brands can more "rest assured" to hand over various businesses to Xu Zhisheng, even if there is a phenomenon of "serious inconsistency of tone", the audience often just laughs.
Is Xu Zhisheng really the new favorite of the brand in the talk show? Maybe we can get a positive answer. Although Xu Zhisheng's business cooperation is more "small brand" and "light consumption", his witty temperament and personality close to daily life can resonate with young consumers, and it is more "audience popular", and it is not surprising that he can continue to be sought after by brands.
But new questions also surface: Can Xu Zhisheng really become the next Li Xueqin?
Look for the "star-making" method
"Talk Show Convention" is not the first time to make stars. From Li Zhi, to Li Xueqin, Yang Jia, and then to Xu Zhisheng... In recent years, stand-up comedy variety shows have repeatedly given birth to artists with high traffic and even network-wide influence.
This kind of network-wide influence is not equivalent to the champion of the talk show conference, nor is it equivalent to the professional strength of the talk show, but the result of the comprehensive influence of a variety of complex factors.
First of all, the content and opinions output by stand-up comedians usually maintain a certain degree of unity and form their positioning or labels in the minds of the audience. For example, Si Wen, who has frequently exported views on marriage and gender relations, Yang Kasa, who is highly out of the circle because of women's topics, HuLan, who is good at satirizing reality through metaphors, He Guangzhi, who holds a "di si script", and so on.
Picture source talk show conference official micro
But on the other hand, because the label of a talk show actor is mainly supported by its output content, once the content is exhausted, there is a risk of label mismatch. Therefore, with the different stages of actor development, their living conditions and content direction will change.
For example, actor Cheng Lu, who was once active as "Siwen Husband", once again found content positioning as a "leader" in the latest season of "Talk Show Conference". In the previous season, the "talk show king" Wang Mian and the popular player Yang Kasa, who broke out strongly, were obviously lacking in content and urgently needed to find a new positioning.
However, according to the hedgehog commune's observation, on the basis of "labeling" through content, what is more beneficial to the "star-making" of talk shows is the human design. Under the premise of high-intensity output of talk shows, the quality of content and performance effects tend to be uneven, but the distinctive personal characteristics will "add buff" to the content.
Compared with other stand-up comedians, Xu Zhisheng is a more "human" player. This, of course, has to do with its facial features, but it doesn't stop there.
There is a similar situation between Li Xueqin and Xu Zhisheng, that is, most viewers want to laugh as soon as they see them on stage, even if they have not yet output content. This kind of funny art does not come from the content, but more from the actor's temperament itself, and then consolidates and strengthens it through the content.
The second is the manufacture of CP.
In the past, most of the CPs of talk show actors stayed in the "small fights" of fans in the circle, until the third season of "Talk Show Conference", Li Xueqin and Wang Jianguo's CP "Snow Country Train" repeatedly appeared on Weibo hot search, and were repeatedly written into paragraphs by talk show actors. "Talk Show Conference" obviously tasted the "sweetness" of making CP, in the latest season, the show actively catered to the fans' CP enthusiasm for actors He Guangzhi and Xu Zhisheng, and also let the two play an important role in the Talk Show New Year's Eve Party.
In addition, Xu Zhisheng's labels are diverse, and there is a strong sense of contrast between different labels.
As a graduate student of Beijing University of Science and Technology, he has the label of "high education". Although the appearance is not stunning, it announces the love affair, and then superimposes another layer of audience emotions. Compared with "Thorny Rose" He Guangzhi, "Talk Show Ceiling" Zhou Qimo, etc., Xu Zhisheng's compatibility with brand cooperation is stronger. Li Xueqin also has this characteristic. Peking University's "high education" label is in contrast with the traditional impression of short video Internet celebrities, and there is also a natural sense of contradiction between the funny satin and its decadent state.
In a sense, the audience popularity of Li Xueqin and Xu Zhisheng is also the two facets of the mood of the times.
Some viewers said that Xu Zhisheng seemed to be "never unhappy", obviously he is also an ordinary person, but he can't feel his pain when watching the performance, and all imperfections can be humorously expressed. From this point of view, Xu Zhisheng is a non-aggressive player, and his happiness is a good medicine that netizens use to relieve the pressure of life.
But we also need to admit that Li Xueqin is still an encounter and not a seeker for "Talk Show Conference". In her, that kind of absurd, ironic, and confrontational tension is often used to withstand more difficult and difficult moments.