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Liu Yifei, who returned to the main stage of the drama with "Menghualu", and Wang Hedi, who became popular with "Canglan Decision", successively brought the new dramas "Go to a Windy Place" and "Futuyuan"; The "re-employment boy group" that returned to the public's vision also quickly brought the second season of "Happy Re-start"...
At the beginning of 2023, the market is already eager to test the "top streams" of 2022. And perhaps the works are controversial, but they have invariably carried the heat of the recent market.
Content star-making is still powerful, and the star war in 2022, although it will not reproduce the peak of traffic in 2019, is still wonderful. In the celebrity endorsement market, new traffickers are also trying to share the limited cake.
The tightening of the celebrity endorsement market is unavoidable, and this trend will only increase in 2022. According to the "White Paper on the Market Trend of China's Star Brand Cooperation" released by the China Advertising Association, the total number of commercial endorsement brands in 2022 dropped from 902 in 2021 to 744, and the number of stars cooperated with a single brand also dropped from an average of 1.81 to 1.68.
Head traffic is still favored by a large number of brands. According to Yien data, there will be 16 stars with more than (including equal to) 10 new endorsements in 2022, of which Bailu topped the list with 17 new endorsements, followed by Xiao Zhan, Wang Hedi, etc., and the annual explosive Tan Jianci, Su Xing, Wang Xinling, etc. are also on the list.
Slightly different from previous years, in addition to the content star-making channel represented by the drama, under the influence of the sports year, star athletes such as Xu Mengtao and Gu Ailing have also won the favor of brand owners. This is also the characteristic of "Star Diversity" mentioned in the White Paper.
The star market in 2022 has improved, but the situation is equally grim. At the same time, a variety of frequent celebrity thunderstorm events are also constantly sounding the alarm for the market. As a core element of the entertainment polygon, what other subtle changes in the star group in 2022 are worth exploring?
Lag, caution, idea expansion, content star-making and celebrity endorsement of the new wrestle
Speaking of content starmaking, it seems to be closely bound to delay and draft. In the past few years since they disappeared, the star market has indeed seen a "top" break. But in 2022, content starmaking has come back to life.
From last year's "Ugly Man in Ancient Costume" to the summer "Canglan Decision", Wang Hedi's personal popularity and market favorability have achieved a Jedi counterattack. "Fifty Kilometers Peachblossom Dock 2" and "Hello Saturday" also achieved popularity for him. In the annual data of think tank Xingtu, Wang Hedi successfully topped the list of fans of 2022 works, and was also ranked in the dimensions of rising fans on all platforms and the number of fans in the artist circle.
(Image source network)
As the artist who has unlocked the most brand cooperation among female stars, Bai Lu's situation is roughly similar to him. The blessing of the high-reputation hit drama "Police Honor", the veteran national variety show "Let's Run", coupled with the upcoming drama "Ning'an Like a Dream" and the online romance with Zhang Linghe, all make it popular on the Internet.
Through Wang Hedi and Bai Lu, we can also see several new trends in content star-making and star business value this year:
First, the work remains the most powerful lever. Among the top 10 male and female stars with the number of new endorsements, Yang Yang, Tan Jianci, Zhang Ruoyun, Bai Jingting, Zhao Lusi, etc. also have the blessing of popular dramas. The IP effect of "Sister Riding the Wind and Waves" has also made Yu Wenwen, Wang Xinling, Cai Zhuoyan and others popular.
Second, brands are becoming more cautious, with a "prolonged" wait-and-see period and diversified cooperation methods. Compared with the fact that Gong Jun unlocked 17+ endorsements within a month after "Mountain and River Order", not only Wang Hedi's endorsement blowout was concentrated more than a month after the drama was broadcast, but Wang Xinling's popularity fell on commercial value also a month later.
However, the point behind Bailu's ascent to the top has to be mentioned that the commercial value of stars is not only a competition of quantity, but also a competition of brand quality and cooperation title. Compared with Xiao Zhan and Wang Hedi, Bailu's business cooperation is "insufficient". However, this is also the main form of unlocking endorsements for variety show stars represented by "Sister Lang", all kinds of recommendation officials and brand ambassadors are grouped, the cooperation method is more flexible, and the short-term harvest of star traffic.
Third, Xingtu is diversified, and the idea of brand cooperation is expanded. On the one hand, not all male and female protagonists of popular dramas will be preferred, and highly discussed supporting roles can also achieve the commercial value of actors.
Compared with Bai Jingting's new endorsements exceeding 10, Tian Xiwei, the heroine of "Qingqing Daily", has only taken the first step to "become popular". There are no more than two reasons: first, behind the "next Zhao Lusi", in fact, the post-90s and post-00s small flowers have a single image and are mainly sweet, which also makes it difficult for them to differentiate and break through; Second, male stars are often more likely to eat role dividends and become popular, while female stars often need the cumulative precipitation of multiple dramas if they want to break through.
It also takes time to confirm the commercial value, and "Ignite Me, Warm You" has driven Chen Feiyu and Zhang Jingyi to the list of fans of their works, but the former has only unlocked a small number of endorsements such as MINISO at present. Of course, there are also representatives of "drama celebrities are not popular" who concentrate on being actors, such as Chen Xiao, "Menghualu" and "Ice Rain and Fire" two hit dramas, but he does not have too bright performance in the endorsement market.
On the contrary, Zeng Li, who caused heated discussions with the role of her eccentric mother in "Star Han Splendid", although she is not a young face and a hot CP, she has also made her a new brand darling, with 9 new endorsements every year. Brands are unleashing a friendly attitude towards celebrities of different ages, as long as there are topics and works. Liu Genghong, who single-handedly started the national fitness boom, is active in brand cooperation at the age of 50, and adds 6 new endorsements every year.
On the other hand, "atypical stars" break through. In addition to the drama making stars, the surge in commercial value of star athletes represented by Xu Mengtao is also a major feature this year, but what I want to discuss here are stars such as Zhou Ye and Jia Nailiang.
Although no works have been released, Zhou Ye's new endorsements in 2022 have reached 11. This is most likely related to the brokerage company behind it and Song Media that are known for their business resources. In terms of personal dimension, in 2021, he will star in more than 7 film and television dramas, resident variety shows, and dramas to be broadcast, as well as "I Want to Miss You Very Much" and "Protect Your Heart", etc., there is no lack of brand betting possibilities; At the same time, in the newborn Hua Dan, which is mainly sweet, her temperament and personality image are also more prominent.
(Image source network)
As for Jia Nailiang, although "Chasing Love Family" and "Meeting Season" are broadcast, the blessing to individuals is obviously limited. The growth point of his endorsement is mainly due to live broadcast goods. Jia Nailiang's live broadcast room has ranked first in the Douyin anchor list for many times, setting a new record. This also sets him apart from other celebrities who can bring more direct sales growth to the brand.
Content star-making is still the most important way for stars to leverage commercial value, but the blessing of live streaming and sports events also provides different paths for stars, and in the current tightening of the endorsement market, this is also more conducive to revitalizing the market, but it is more difficult for short-term popular stars to share the cake.
The transformation battle of the old top stream: the "main theme" of the 2022 star market
It's hard to measure celebrity development entirely with new endorsements, especially this year. Compared with the soaring star-making myth, what is more talked about in this year's market should be the transformation of stars.
The wonderful confrontation of summer dramas made countless netizens sigh that ancient puppet dramas returned to the peak, and 5 leading actors were strongly listed in the TO10 of the think tank Xingtu's works to attract fans; If you look at the new endorsements, Wang Hedi, Yu Shuxin, and Zhao Lusi have also enjoyed the biggest commercial dividends. But in fact, the success of each show has a different meaning:
For example, commercially, the number of advertisements of "Menghualu" was blowout, and the number of VIP advertisements of "Agarwood Like Crumbs" reached 41 when the investment was cold, and the number of advertisements of "Star Han Splendid" also increased from the initial naked to 17. Compared with the popularity of the drama, the investment ability of stars verified by time and the market is obviously another manifestation of commercial value.
Another example is the stars themselves. Compared with "Long Song Xing", Wu Lei completely broke the stereotypes of "child star" and "younger brother" in "Star Han Splendid", and became an adult actor with great sexual tension and CP sense. Liu Yifei returned to the drama market with "Menghualu", awakening the memories of countless audiences and creating new classic characters.
This transformation is also the "main theme" of this year's star market. Zhao Liying started the transformation battle with the three dramas "Who is the Murderer", "Happiness to Ten Thousand Homes" and "Wind Blowing Half Summer", coupled with the continuous release of the long-tail effect of "Know No", all of which allowed her to form a fault advantage in 85 flowers. "Embracing You Through the Winter" and "Life Events" were released one after another, allowing Zhu Yilong to win more than 6 billion at the box office, and the latter even sent him to the Golden Rooster Award for Best Actor in one fell swoop.
The successful transformation also added to their already large business landscape. Liu Yifei holds high-luxury endorsements and stable cooperation; Wu Lei has 6 new endorsements, and he himself has 11 brand cooperation, including Bulgari and so on; Zhao Liying also officially announced new endorsements such as Yanzhiya and Yunnan Baiyao this year, and recently officially announced as the spokesperson of the 2023 Beijing Taichun Gala.
Although the new traffic is fierce, the cooperative brands that the established top players hold in their hands are still superior in quality and quantity. Of course, there will be Xiao Zhan who has continuously become the darling of the brand as the top of the fault, and in 2022, Xiao Zhan's new endorsements have reached 14, and all of them are spokesperson titles, with a total of more than 30 endorsements.
In the annual official endorsement inventory released by think tank Xingtu, Xiao Zhan joined hands with 10 brands to occupy the entire list, so it was also ridiculed by netizens as "Congratulations to these 10 Xiao Zhan". And the sales myths that he and his fans have repeatedly created after the official announcement of the brand cooperation shocked the market.
This can also explain why brands prefer established traffic and are cautious about new traffic. In other words, Wang Hedi needs more time and works to stabilize fans and realize their own commercial value transformation.
Although the hit "Futuyuan" is quite controversial in the actor's acting skills, the novel character and story blessing are not small, and it ranked first in the Maoyan popularity list during the broadcast. However, the slight fermentation of Wang Hedi's personal trendy brand incident in the past two days made him questioned about "cutting leeks", which caused dissatisfaction among some fans. The issue of commercial monetization after celebrities become popular is still worth exploring. After all, there were also Ouyang Nana and others who fell here before.
Whether it is a hit or a successful transformation, the star market in 2022 is hopeful because of the booming content market. It's all undoubtedly exciting. But there are also things to be wary of.
Another thing that has received much attention this year is the risk of celebrity endorsements. This is divided into two dimensions, one is that the moral hazard of stars has decreased in the past two years, but the legal risk has increased, and the peak fall of many "rule of law coffee" has sounded the alarm for the brand; On the other hand, Jing Tian and Pan Yueming have successively thundered due to endorsement products, or fined or "banned from the market", which has caused serious damage to their personal image.
It can be expected that with the official implementation of the "Guiding Opinions on Further Regulating Celebrity Advertising Endorsement Activities" on December 31, celebrity endorsement may enter a new era. In addition, the State Administration of Radio, Film and Television recently issued a notice on the "14th Five-Year Plan for the Development of Talents in National Radio, Television and Online Audio-Visual Resources", which also requires legal training for young actors and agents, and industry punishment for practitioners who violate laws and regulations.
In 2023, look forward to more exciting star battles. And the most important thing is always to be a star first to be a "person", as well as the confidence of good works.