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Not long ago, fans of Xiao Zhan reported the fandom site “Archiveof Our Own” (hereinafter referred to as AO3) , which caused the AO3 website to be banned. Aroused the collective anger of the fan circle and even the larger subculture circle.
Xiao Zhan Image source: Visual China
To this day, even though Xiao Zhan ’s studio and the support team will apologize in succession, the fans and the AO3 incident have not calmed down, but have intensified. Every time a reporter notices, the anger of netizens has spread to the brands endorsed by Xiao Zhan. Among them, the most violent “bombing” was Olay (玉兰油) .
The anchor of Olay not only supported Xiao Zhan in the live broadcast, but also said that “the part of the people who resisted Xiao Zhan could not become a climate”, which completely intensified the contradiction between the brand and the netizens. As a result, the netizens and Olay who resisted Xiao Zhan were on the bar, asking for reissue invoices, even dating back to a few years ago … “3 · 15” was approaching. After a large number of netizens complained to Olay to the Consumers Association, they surprised the tax department.
The “rice circle culture” in the traffic mode is a double-edged sword. This time the Xiao Zhan incident has spread to the entire entertainment circle, and the butterfly effect has intensified.
So, Xiao ZhanHow many brands are endorsed, will they all face a huge crisis?
Xiao Zhan counterattacks the advertiser, and the endorsement brand has been interviewed by the Inland Revenue Department
On February 29, after the AO3 was sealed, the anger value of the circle of netizens has soared, and they have pointed their finger at the brand of Xiao Zhan’s endorsement, saying that they will resist all Xiao Zhan’s endorsement products, and they will not buy it if they are not changed. And @@ Estee Lauder, Zhenguoli and other brands he endorsed.
There are even netizens who specifically look for brand owners one by one to confirm whether the spokesperson is still Xiao Zhan. It is reported that in June 2019, jewellery brand Qeelin announced that Xiao Zhan was his first male brand friend, and Xiao Zhan also wore a Qeelin Bo Bo pendant when recording “Happy Camp” last August. However, when faced with enquiries from netizens, Qeelin said that his spokesperson was only Ma Sichun.
A screenshot of the conversation between the reporter and Budweiser customer service
At the same time, the “true fruit grain” originally announced by Xiao Zhan on March 1st was officially silenced because of fermentation; Estee Lauder changed the top spokesperson to Luhan on the official Weibo; When a reporter inquired about the endorsement of Budweiser Beer Zhan Zhan as a consumer, the customer service responded that “Xiao Zhan only endorsed this product of Pousse, other products did not” … as of March 6th at 13 o’clock, # boycott Xiao Zhan # Of topics read up to 360 million.
