"Traffic" celebrities frequently "turn over" brand owners quickly cut with them.


　　 Expert: celebrity endorsement trend may weaken

　　By Wen Jing and Tu Duanyu, All Media Reporters of Guangzhou Daily

　　On the evening of August 16, the People’s Procuratorate of Chaoyang District in Beijing approved the arrest of the criminal suspect Wu Moufan on suspicion of rape.

The day before, the China Performance Industry Association issued the "Announcement on Conducting Industry Ethical Self-Discipline Evaluation on Actor Zhang Zhehan", requiring member units to boycott Zhang Zhehan.

　　"Traffic" stars frequently "turn over", and brands quickly cut with them.

Yesterday, the reporter visited many shopping malls and subway stations in the city, and no longer saw the brand endorsement advertisements of the above-mentioned stars.

The reporter noticed that mainstream video platforms and music platforms have all removed Wu Yifan's film and music works, and Zhang Zhehan's name has also been deleted from the introduction of some film and television works.

　Wu Yifan's works are off the shelves on multiple platforms

　　It is understood that multiple platforms such as Tencent, iQiyi, and Youku have removed Wu Yifan's film works.

Yesterday, the reporter tried to search for "Wu Yifan" on multiple video and music platforms, and found that Tencent Video and Youku only left news videos related to the "Wu Yifan Incident", but films, variety shows, etc. were not displayed.

On the iQiyi platform, "No relevant results for'Wu Yifan' were found. Due to relevant laws, regulations and policies, some of the results were not displayed."

　　The People's Daily issued a statement saying that facts have proved that once the law is violated, the "top stream" will be lost in an instant.

If you indulge your selfish desires under the cover of fame, the end will inevitably be self-destruction.

The more you become famous, the more you have to be ethical and moral; the more you have many fans, the more you have to set an example.

"Traffic" actors are boycotted by the industry

　　Recently, "Flow" actor Zhang Zhehan caused strong criticism from all walks of life for his improper behavior such as visiting the Yasukuni Shrine in Japan.

On August 15th, the China Performance Industry Association issued the "Announcement on Conducting Industry Ethical Self-Discipline Evaluation on Actor Zhang Zhehan". The announcement stated that actor Zhang Zhehan’s behavior was seriously inappropriate, which not only hurts national sentiments, but also brought bad things to the youth groups in the audience. The adverse effects.

Therefore, the China Performance Industry Association made a moral reprimand for the inappropriate behavior of actor Zhang Zhehan in visiting the Yasukuni Shrine, and in accordance with relevant regulations, required member units to boycott him.

　　Subsequently, Zhang Zhehan's own Weibo and Zhang Zhehan's studio Weibo were blocked, and Zhang Zhehan's super topic was temporarily closed.

Reporters searched for Zhang Zhehan through NetEase Cloud Music and QQ Music, but none of his personal music works were found.

　　At the time of the reporter's deadline, input "Zhang Zhehan" search on video platforms such as iQiyi and Youku, and you can still find the works he participated in.

However, the name of the lead actor Zhang Zhehan was deleted from the watch page of Youku's "Shanhe Ling".

Zhang Zhehan’s name is not included in the introductions of iQiyi’s platform "Biography of Yun Xi" and "Everyone Wants to Meet You" and other film and television works.

　　Earlier, the singer Huo Zun incident also attracted attention and discussion on the Internet.

On August 12th, Mango TV variety show "Brother Overcoming Thorns" publicly stated that Huo Zun had withdrawn from the post-production recording of "Brother Overcoming Thorns".

Youku's variety show "We Who Are Going With Power" also announced that after consultation, Huo Zun withdrew from the recording of the show due to personal reasons.

　Expert: ask sports stars to endorse more "safe"

　　Why does the FMCG industry like to get together and invite traffic stars to endorse?

In this regard, China’s food industry analyst Zhu Danpeng believes that for celebrities, commercial endorsements are one of their main sources of income.

"Including the food industry, its special attributes determine that the risk of endorsement by unmarried and unborn people is high, especially for hotly discussed celebrities. The purpose of companies choosing them is nothing more than to rapidly expand brand influence, but this consideration is a bit singular. He believes that the future spokespersons of fast-moving consumer companies should focus on family and career-stable celebrities, as well as sports stars who have performed well in the Olympics and have a positive energy aura. These are all "safety cards."

　　From the perspective of the industry, the most common thing for celebrities to "roll over" is to violate public order and good customs. Whether it is the former, violation of the law, political mistakes, etc., they themselves will pay varying degrees of price.