Author: frankly do not
“We have withdrawn all publicity and store materials, etc. with the image of Xiao Zhan.”
32 days have elapsed since the last “227 Great Unity” caused by Xiao Zhan ’s fans complaining about AO3. The sound of gunfire seems to have gradually decreased, but the smoke has not completely dispersed.
Since a drama became popular last year, Xiao Zhan ’s traffic and commercial value have risen to the domestic TOP level in a short period of time. According to Aiman data, from September 2019 to February 2020, Xiao Zhan ranked first in the post-90s star commercial value list for six consecutive months, with an average commercial value index of 96.9.
Screenshot from Aiman Data
Estee Lauder, Olay, Mengniu, Tide, Zhuangliren, Sha Xuan, Fallow Deer Tea, unified open small stove … At that time, more than a dozen brands battled by Xiao, and they never thought about the fans ’reports overnight Become a “sensitive” person in the brand market. A staff member of a brand that cooperated with Xiao Zhan told an entertainment unicorn reporter that, based on the substantive impact of the incident, internal trade-offs are being made within the company, and the cooperation between the two parties may end here.
From the current public opinion and market perspective, the commercial value of Xiao Zhan has indeed been unavoidably affected in the short term. Along with Xiao Zhan’s progress, there is also the word “flow” that cannot be parted in the entertainment industry.
How does the brand cooperate with the current flow of roller coasters in China? How to avoid the crisis brought about by Xiao Zhan incident? After this battle, can the “flowers” get out of the flow?
After the “Xiao Zhan Fan Event”, the era of traffic exposed “the Achilles heel”
February 27 is a day enough to be written into the “history of rice circle”. The nuclear-like deterrence brought by this day is lasting for Xiao Zhan and many brands behind it.
At that time, a report by fans of Xiao Zhan angered the circles, and the circles of prehistoric unity raised resistance to Xiao Zhan and his fans in the name of jihad. On February 28, this fire spread to the brand side associated with Xiao Zhan. The first to “hit the ball” or “ignite the fire” was Olay.
“Do not worry about them, they are not important. What kind of climate can be formed by just a little bit of people and a little bit of black powder.” A word of the female anchor’s interaction with the user in front of the screen during the brand live broadcast ignited A fire fuse on the roof.
After that, with the expansion of the AO3 situation, more brands related to Xiao Zhan were resisted. Mass invoicing, finding problems by comparing advertising laws, identifying brand qualification information and business scope, keeping an eye on tax issues … In the past month and today, it has been targeted by users from all sides. Such things still happen in Xiaosha War-related brands.
Olay’s act of supporting the spokesperson without fear is undoubtedly the target of criticism. It can be seen that since March 1st, Olay official Weiwei has not updated the news related to Xiao Zhan after publishing a Weibo about the new white bullet, and has successively removed the flagship store related to Xiao Zhan. Posters and other materials.
Contemporary speakers are involved in negative events. How do brands respond to the crisis of public relations?
Among the appearances of each brand ’s AO3 event, Xiao Zhan ’s endorsement of the new flavor of real fruit will be announced at zero. After the announcement 30 minutes before the official announcement, there will be no more. Some are just fans of Xiao Zhan on Weibo. Spontaneous materials in the comment area; after the incident, Crest replaced the top Weibo with Luhan’s endorsement message, but was ridiculed by the rice circle as “nothing is wrong, nothing is wrong”; at the same time, it should have appeared in the live broadcast room Olay, the related products were withdrawn from the live broadcast notice; Shuangliren said that the cooperation with Xiao Zhan had ended in December last year, and the two parties have no relationship at present; other brands such as OPPO,