文/宋青书
"Is Xiao Zhan really messed up?"
This question is actually very concerned by fans, sunspots and even passers-by.
After watching the 227 incidents that lasted a month, the editor finally found the answer in the actual data.
新Media Index fine-tuning, Xiao Zhan’s commercial value has slightly declined
On February 27th, many fans of Xiao Zhan should be Unforgettable.
After this day, many circles such as fandom and fandom launched a boycott against Xiao Zhan himself and his fans, and his "black and red" were in the limelight for a while. Since the
227 incident, there have been too many bad voices about Xiao Zhan, and it seems that everyone is single-mindedly affirming that after this storm, Xiao Zhan will never have the same scenery as before.
In a sense, due to the improper behavior of fans, it is indeed difficult for Xiao Zhan to return to his peak state.
In the fast-changing entertainment circle, some people can be popular for a while, but no one can remain popular for a lifetime.
Xiao Zhan's top-notch desolation is also reasonable.
In the summer of 2019, the hot drama "Chen Qing Ling" turned out to be popular among actors Xiao Zhan and Wang Yibo.
In the case of multiple factors, only from the perspective of 2019, there are actually only one or two top-level figures on the throne.
Ask yourself, have you ever participated in the drama craze that belongs to "Soul Girl" and "Chen Qing Girl"?
But after the hottest time period, although there is still some warmth, the status of the big hit will eventually be replaced by latecomers.
The popularity of "Chen Qing Ling" will gradually dissipate in 2020.
It is no wonder that after the outbreak of public opinion, Xiao Zhan has been sung by the outside world several times, and he is about to be pulled down from the top-tier throne.
In fact, even without this incident, Xiao Zhan’s popularity should actually drop.
His "reducing fever" operation is actually quite similar to the previous predecessors.
Because there is no support from new hit dramas, Xiao Zhan's exposure rate gradually decreases.
Almost every male god-level figure who has been chased by a star-chaser girl sincerely has such a "reducing fever" process.
But the difference is that Xiao Zhan himself has been infinitely accelerated because of this "out of the circle" event.
It is undeniable that this incident has indeed caused a serious damage to Xiao Zhan’s own career. Many cooperative platforms have begun to evade Xiao Zhan, and some endorsement products have also been boycotted.
and the source of this incident actually buried hidden dangers at the beginning.
The atmosphere in the rice circle is bad, and there are indeed many people who are irrational in chasing stars. Even if there is no such thing, the next thing will detonate this "thunder".
Judging from the third-party list data, Xiao Zhan's various indicators have indeed seen a downward trend in recent times.
Judging from Ai Man’s commercial value list of artists, it is different from Xiao Zhan in January, who was at the top of the list. In February, Xiao Zhan was surpassed by Yi Yang Qianxi after 00 and could only be temporarily occupied. second.
And in the "Xunyi" list that fans mainly voted for, he lost his previous glory and fell out of the top three.
may be out of low-key considerations, or may have been exhausted by the 227 storm, Xiao Zhan fans gradually began to relax in terms of data processing.
The list data is very simple, one isOne, two is two, Xiao Zhan, who can't get the first place, will naturally be ridiculed by the outside world at this time.
However, if you look at the general laws of the data market, perhaps, this change is not incomprehensible. It can also be said that this is just a natural law in the entertainment industry.
As mentioned above, no artist can dominate the number one traffic for a long time.
The fans will be tired, and the audience will be tired.
The release of new dramas and the emergence of new dynamics can stimulate people's brains and promote the data update of artists on various lists.
Looking closely at these lists, it is not difficult to find that Xiao Zhan has never withdrawn from the entertainment industry.
Yi Yang Qianxi's climb to the top may be related to the re-screened "Young You", but also to his accumulated reputation over the years.
From the month of February, the big event that happened at the end of the month, in fact, can't shake the star's status too much.
Even if affected by the 227 incident, his carrying power is still beyond doubt, irreplaceable
In the final analysis, the influence of the artist cannot be separated from the exposure and resources he possesses, and These things will take advantage of the trend to improve his ability to carry goods, and then get better treatment.
Having a good endorsement is the result of high popularity and a prerequisite for obtaining good resources later.
When selecting spokespersons, many advertisers will actually focus on the popularity of artists and the purchasing power that their fans can bring.
This is why at the beginning of the 227 incident, people who opposed Xiao Zhan actively rushed to the comment area of the "funders" to launch an "attack".
The purpose of doing this is undoubtedly to make these big men with money and resources realize that this star is not worthy of cooperation, and then undermine his endorsements, cut off his financial path, and implement against Xiao Fighting fans’ revenge.
This has indeed made the brands fearful to a certain extent. The live broadcast rollover and "invoicing" events of a certain cosmetics brand are warning other brands.
But then again, what consequences can this behavior really cause?
Again, what advertisers are concerned about is the benefits that celebrities can bring to them.
Merchants are chasing profits, not to mention so many high-sounding words, everyone is looking at the final result.
is also a list provided by authoritative media. Xiao Zhan is the only star in the post-90s artist list who has won the first place in four items and is in the forefront of four-dimensional professional endorsements.
Even though he was affected by the 227 incident, his ability to carry goods is still beyond doubt, irreplaceable.
After the release of a brand new product endorsed by Xiao Zhan, it is still a shortcoming.
The Peter Pan shouted "Hands are slow" and set a new sales record for his brother in just a few seconds.
This thing can be said to be a wave of sunspots who slapped their faces severely to see the lively, and it also made many people feel unbelievable.
To put it plainly, the truth is actually very simple.
The group of people who originally wanted to buy the product will not change their buying attitude because of who the spokesperson is. As for the fan group, as long as there is no fanfare, they are still willing to Idol red sales.
Advertisers invited spokespersons to pay endorsement fees, not for the sales volume brought by fans under the celebrity effect.
and sunspots can never buy such goods anyway, let alone become the target group of advertisers.
As long as there is popularity and exposure, the products endorsed by Xiao Zhan can hardly be boycotted by passers-by.
Furthermore, he himself did not make any unforgivable mistakes, and high-traffic stars are onlyThere are so few.
After weighing the brand, the most important thing is his influence.
The artist itself is not wrong, and the fans who have not taken off fans have shown strong purchasing power, which injects a "heart booster" into the brand.
The fashion magazine "Mr. Fashion" not long ago sounded the horn of his comeback. This is different from the views held by opponents. Some professionals believe that Xiao Zhan, who entered the "fashion circle", has already won It is possible to really get into the first-line cafe in the domestic entertainment circle.
Xiao Zhan is not so "heinous", he still has a promising future.
And from a longer-term perspective, Xiao Zhan is even more related to "This title has nothing to do with it. On the contrary, it looks like the future can be expected.
From the 227 incident, due to the long duration, the process is more complicated. At this time, no one can fully and clearly judge right or wrong.
Compared with the predecessor who was "hammered to death" due to his own "academic problems" before, the 227 incident does not seem to be a major event.
In the 227 incident, many people also took a more objective attitude, preferring that Xiao Zhan was wrong on the point of "not making a sound."
An idol’s loss of voice is not the same as an idol’s disqualification. The latter’s fault is obviously greater and more irreparable.
From the perspective of public opinion, in fact, Xiao Zhan's road to turn around is better in the future.
It is true that you hate his fans, and then hate him, but this kind of hatred has not risen to the level of disgust, and reason sometimes tells you that Xiao Zhan does not seem to be so "heinous".
As an artist, he was determined to transform into an actor, and he had arranged for himself as early as the beginning of his popularity.
is different from idol status. The profession of actor cares more about the word-of-mouth and ratings of works than short-term traffic and popularity.
And in his plan, passers-by actually defaulted to his actor's identity.
The popularity of "Chen Qing Ling" is too high, so high that he can eat it for a long time.
Recently, "Chen Qing Ling" was launched in Japan, and the ratings have risen again. Earlier, it had already been craze in Thailand and South Korea.
The "Chen Qing Ling", which is rich in national style elements, can easily play the banner of "promote the national style", and it has also been escorted by the official.
And as a beneficiary, Xiao Zhan has also gained a lot of overseas fans and is very popular.
In comparison, overseas fans will ignore these turmoil, and they are hardly affected by the disturbance of domestic fans.
From their point of view, Xiao Zhan's "good appearance" and aesthetic appearance is enough.
If there is a work, it will be exposed. In the case of exposure, as long as its acting and appearance are not broken, small flaws will not affect its popularity too much.
In DeTavin's list of upcoming dramas, Xiao Zhan's works are often at the forefront.
starring in the three major dramas "Daluo Dalu", "His Royal Highness Wolf" and "Please advise me for the rest of my life" are all "fire before broadcast", and netizens have extremely high expectations.
In the search related words of these three dramas, most of them are also related to "Xiao Zhan".
It can be seen that Xiao Zhan's influence is still not to be underestimated. The works are the foundation of the actor. With these dramas, Xiao Zhan's return to the top is just around the corner.
"Top Stream" can be replaced, and even this identity itself symbolizes a kind of tragedy-a tragedy engulfed by heat.
And after the hustle and bustle fades, what kind of future will Xiao Zhan, who has been standing for a long time, usher in?
Do you think Xiao Zhan is “smoked”?
