Who is favored by brands this summer?
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Summer is over, hit dramas have ended, and popular films have harvested the aftermath.
In this two-month long summer file, we have successively experienced the momentum of the real couple in "Changfeng Du", accepted the brother and sister context of the reversal of word of mouth in "Secretly Can't Hide", felt the overlord demagoguery from Meng Yanchen, and also witnessed the growth process of Feng Shen Tibia (spiritual shareholder), participated in the melee of choosing a mate in Xiaojing, Xiaoliu, and Yaoying, and felt the life and death of the three members of the Lianhualou family...
Although the situation of double blooming of dramas and shadows seems to distract the firepower of the summer file to a certain extent, among them, there are still people who are ready to take off and some who are not as expected. The replacement of artists brought about by market favor and audience preference has not slowed down, and we can still feel the decline of old traffic and the rise of new forces from the resumption.
Grab the tail of the summer stall today and take a plate of who has received resource blessings and market favor this summer.
01
To new forces:
It is difficult to ascend to the sky in one step, but it is not difficult to be pampered in a small way
Among the newcomers, Yu Shi, as an upstart in the film industry, took on the most explosive title this summer.
The entry of #Yu Shi Four Days Four Magazines# is not only a provocation to the traffic of the summer file, but also highlights his strength as a newcomer. Among them, all three magazines were supported by Dior's brand, and Naran, who appeared on GLASS VISION with him, was favored by Chanel. These two newcomers, who have received strong attention from the big screen, are harvesting their own high-luxury resources.
In addition to the four officially announced fashion magazines, Yu Shi also appeared on the cover of the well-known film magazine "Universal Screen", becoming the sixth Chinese-speaking face to appear in the magazine since its inception in 1985.
Although Chen Muchi, this Sha and others also gathered a lot of attention in the relevant discussions of "Feng Shen", compared with the veritable "big male protagonist" Yu Shi, there is still a lack of considerable fan conversion rate and high personal value expectations, so the business situation is not optimistic.
Compared with Deng Wei, although Tan Jianci has a certain fan base, he has not achieved effective endurance in the year after "Crime Hunting Guide". Therefore, for Kenji Tan, the value bonus provided by the role of Sanyanagi is not only a fan of personal image, but also a rare opportunity to access high-luxury resources such as Prada.
In the first part of "Sauvignon Blanc", Zhang Wanyi, who is not too important, is to directly take a solid and steady route, win the Fresh brand ambassador that conforms to his own image positioning, and wait for the fermentation of the second part.
On the whole, the dividends brought by "Sauvignon Blanc" in the big heroine mode to several male protagonists have the nature of "rain and dew", that is, compared with the ancient puppet male protagonists in the 1v1 mode, the heat and attention that each of them can attract is actually diverted by the market, so the personal commercial value improvement is limited.
But even Wei Daxun, the single-explosive contestant in "My Human Fireworks", cannot give a particularly bright business performance, because with the slump in the market environment, more and more brands are trying to avoid the characteristics of traffic being easy to die, especially in the face of Wei Daxun's short-term traffic burst as a supporting role, the reliability of fan stickiness is not high, so it is reflected in him more business promotion and magazine shooting that harvests instant traffic.
Compared with last year, this year's summer file is already dispersed, so the traffic like Wang Hedi, Yu Shuxin, Zhao Lusi, Wu Lei, etc. who successfully promoted coffee for themselves with a blockbuster did not appear. However, even if you can't climb to the sky in one step, being able to get concentrated attention in a short-term preference is also a reward for the audience.
02
To old traffic:
The new work is just an excuse, and the purchasing power is eternal
For example, although the box office of "Heat" was not as expected, Wang Yibo still officially announced new businesses such as Adolf shampoo and hair care brand spokesperson, global spokesperson of Tailing electric vehicle, and Pokémon card spokesperson during the movie promotion cycle, and the endorsement volume was higher than that of artists in the same period.
In the same way, Xiao Zhan, who officially announced Mengniu's selected pasture spokesperson and tea spokesperson after "That Sea in Dreams" and "Jade Bone Yao", and Di Li Gerba, who officially announced the spokesperson of the Aegean Sea and the spokesperson of Red Star Macalline after "Public Prosecution" and "Anle Biography", are typical representatives of the voice brought by their own strength much higher than the performance of specific works.
Of course, if the new work performs well, it can still play a role in the business official announcement. For example, Yang Zi, the broadcast of "Sauvignon Blanc" made her attract a wave of acting fans again, and also won the spokesperson of tomato novels (the platform holds the copyright of the original "Sauvignon Blanc") and the spokesperson of Elisle. There is also Cheng Yi, who has circled a wave of new fans with "Lotus Building", although there is no new business official announcement, but the publicity made for old business generations such as Hercules and MakeUpForEver during the broadcast has also received the active support of many new fans.
It can be seen that for the top streamers who have almost dug up the increase in fans, the regular performance of one or two dramas usually cannot shake their strength foundation, nor can they affect the choice of the gold lord dads. Unless the work has an excellent/poor reputation, so that breaking the fan circle causes heated discussion, in this case it may bring unexpected effects.
03
Between poles, there is also steady happiness
As a rising artist sandwiched between old traffic and pure newcomers, Zhao Lusi also won L'Occitane body care spokesperson, Colgate brand spokesperson, Yifu brand spokesperson and other business resources after the broadcast of "Secretly Can't Hide". It can be said that there was no competition from the same type of artist during the broadcast of the series, allowing her to obtain a relatively stable growth period since she was successfully promoted from "Star Han Splendid Moon Rising to the Sea" last year.
Especially when comparing with Yu Shuxin, a 95-flower competitor who grew up at the same time, he will realize that "Can't Hide Secretly" brings Zhao Lusi not only the improvement of business resources, but also the phased fan attraction that the necessary work exposure can bring. Although compared with Zhao Lusi, who only has "Shenyin", Yu Shuxin, who holds many works such as "Cloud Feather", "Immortal Sword Six Prayers for the Present Dynasty" and "Eternal Night Starry River", has a strong follow-up, but the risk of a long gap period is that it is easy to be forgotten.
In addition, Song Yi, who took business resources such as the F1 New Moon Happiness Ambassador, the custom spokesperson of Oubrey Light Luxury, the spokesperson of half of the Qinghuan brand, and the spokesperson of Shufajia vitality because of his role in "Changfeng Du", took another "small lucky" path.
In general, although this summer file has blossomed more, it is not as concentrated as in previous years, but it still provides many newcomers with the opportunity to come out and get ahead, and also allows some old traffic to consolidate their commercial value, especially for rising artists, it is a solid accumulation. At present, the flow pattern has not yet changed significantly, but the emergence of Yu Shi and others may have played a role in loosening the soil.