Text | Sugar fried hawthorn
The Zhang Zhehan incident, which occupied the Weibo hot search list for four days, finally wrote the final "verdict" on such a special day.
On the morning of August 15, the China Performance Industry Association issued an announcement saying that it "requires member units to boycott their practice"; at noon, the Internet Culture Working Committee of the Chinese Cultural Management Association pointed out that "the handling of Zhang Zhehan and Zhang Zhehan's studio accounts should not stop at silence.".
Subsequently, Weibo and Douyin successively announced the closure of Zhang Zhehan's related accounts, and NetEase Cloud Music and QQ Music have also removed all their musical works. As for the "removal of Zhang Zhehan's works" that has been making a lot of noise on Weibo in the past two days, it has landed in a way that does not harm others: on the Youku platform, the watch page of "Mountain and River Order" has deleted the name of the lead actor Zhang Zhehan.
Two days ago, after being named by name by state media such as the People's Daily, Zhang Zhehan's 26 business endorsements had all announced the "end of cooperation" in 4 hours. At the same time, the movie "Peacekeeping Riot Squad" and the variety show "The Last Winner" have also announced the termination of cooperation, "Intern Lawyer" has been exposed to be re-casting, and "Dream Back to the Song", "Retro Detective" and other film and television dramas that have been filmed may also be affected by the hopeless broadcast.
In just over 5 months since the "Mountain and River Order" became popular, Zhang Zhehan's acting path has basically ended. From the market-optimistic top reserve to today's "whole network blockade", there is no longer a "broad road, all the way free walking" in front of him, and his collapse seems to be sudden but inevitable: the national righteousness, can not be tested.
And the market is also re-examining this circle of star-making and falling, and the people in the circle.
<h1 class="pgc-h-arrow-right" data-track="8" >from the explosion to the collapse, the life and death of the "top reserve" is four days</h1>
"Ten years of tough guys are unknown, once the wife is heard in the world", Zhang Zhehan's popular story is a typical case of delaying the transformation of dramas and stardom in the past two years. Before "Mountain and River Order", he has been in the entertainment industry for more than ten years, until this spring with the drama to become the top reserve, a huge fan base, film and television resources to pursue, get a soft advertising endorsement, his "Kangzhuang Avenue" is not exaggerated.
But it all came to an abrupt end on August 12. Some netizens exposed a group of photos of them attending a friend's wedding in 2019, and with the Nogi Shrine and Mrs. Devi as the traction, some netizens quickly turned over the photos of Japanese cars with Japanese military flags printed on their microblogs, photos of visiting the Yasukuni Shrine, etc.
On the 13th, Zhang Zhehan's apology was late, and he chose to use "ignorance" to comfort angry netizens, but this is obviously not a high trick. Subsequently, the People's Daily, the Central Committee of the Communist Youth League, and CCTV News successively commented on the incident, "touching the scars of history and hurting national feelings, which cannot be simply attributed to 'once ignorant'."
On the same day, all 26 business endorsements he attracted after he became popular announced the termination of cooperation. A number of film and television drama variety shows also cut off with it at the first time. But that's not the end of the event.
On August 14, Zhang Zhehan's mother's company and father's address were all pulled out by netizens, and the inextricable connection with Japan once made things go in a more uncontrollable direction. At the same time, his self-exposed art examinations took the back door, reading people and other remarks have also been turned over, and the complaints of people in various circles have emerged in an endless stream.
In the name of the Internet is a memory, this is an all-round bottom of public figures, and there are few who can really withstand scrutiny, not to mention Zhang Zhehan, whose team and artists cannot keep up with the speed of popularity.
At the same time, a picture circulated on the Internet sent "Zhang Zhehan's works off the shelves" to Weibo's hot search for up to two days. As a boost to its popularity, "Mountain and River Order" has become the focus of market attention, several times on the hot search list, and even the "Langya List" that was enshrined in 2015 has also appeared on the topic list, in which he plays the teenager Lin Shu, mainly in the memory shot.
Zhang Zhehan once again stood on the opposite side of the various artists who were "implicated" and the fan groups of film and television dramas. The indignation of the crowd has been brought to the peak by the combined action of national righteousness, fan mentality, film and television works, and in his super words, "another voice" is also refreshing the cognition of netizens.
Compared with the national righteousness, they are more willing to believe that their brother is framed by the family, visiting is to face up to history, they even declare "which rose has no thorns", even the external network can not escape this statement, and extreme fans are even planning to join the Japanese nationality.
The meaning of the idol, presented in an extremely ironic sense at this moment, also declares Zhang Zhehan's "must be cool". On August 15, coinciding with the 76th anniversary of Japan's surrender, Zhang Zhehan's acting career officially came to an end.
<h1 class="pgc-h-arrow-right" data-track="19" > from 43 hours to 4 hours, the brand's "traffic pursuit" and "forced growth"</h1>
The celebrity rollover has been frequently staged in the past half a month, and it has also constantly provoked the nerves of brands, forcing them to practice a rapid response to crisis public relations skills.
43 hours is the length of time between the first terminated brand Han Shu and the last dissolved brand L'Oréal after the outbreak of the Wu Yifan incident. In Zhang Zhehan's case, the termination of 26 brands took only 4 hours, of which there are reasons such as the time difference between overseas brands and the latter being short-lived, but it is undeniable that brands are being forced to grow.
In recent years, with the acceleration of the process of idol selection and delay in the creation of dramas, brands have also harvested the dividends of the fan economy in various traffic, and the sold-out stores and high sales records are the best proof. It's just that this fanatical chase tends to make them "place orders" quickly when they're boiling.
Still taking Zhang Zhehan as an example, during the broadcast of "Mountain and River Order" (March), he quickly unlocked 3 endorsements, and then from April to May, he was even more popular under the blessing of the integrated business, national style concerts and various derivative peripherals, and there were as many as 18 endorsements in two months.
This is also evident in Gong Jun, who signed seven endorsements during the episodes in March and as many as 10 in April. Preempting the first wave of fan dividends after the star became popular, how to see it is also a stable and profitable business. But this also means that from the popularity to the signing, the time before and after is not more than a month or even shorter, let alone the so-called back-tone, or even a longer-term artist inspection.
On the one hand, it is the rapid pursuit of traffic, on the other hand, the star overturning is getting higher and higher, drug abuse, cheating, fan behavior, and even this year's surrogacy abandonment, adultery of minors, violation of the political bottom line, etc., legal, moral, political, and constantly push the brand to the high-risk area of public opinion.
There have been more than one media report that endorsement contracts are also refining risk treaties, but this is obviously not a long-term approach. Of course, there are also brands that seize the turning point in the artist thunderstorm, turn the crisis into safety and at the same time take a wave of sales dividends, but this is only a minority after all, and even can not be copied.
Entertainment marketing with the influence of celebrities, the effect is fast, but it also means high risk, but it can be seen that for a long time, pursuit, collapse, and termination will still be the norm, after all, the huge commercial profits behind the fan economy are really difficult to give up.
Not only brand endorsements, but also frequent disasters of film and television dramas. Eager to set off market attention with Wu Yifan's first TV series, "Qingqiu Xing" was forced to stillbirth, Zhang Zhehan's situation is probably slightly better, because the time of red is too short or even not too many newly filmed head productions have been affected, and "Intern Lawyer" is only in the online transmission stage.
Zhang Zhehan has cooled down, but the "post-disaster treatment" of brands and film and television dramas cannot be completed overnight. It can only be said that the future pursuit of traffic artists may wish to be slower and more rational, and also let the threshold of endorsements and actors rise by one liter.
<h1 class="pgc-h-arrow-right" data-track="30" > star-making and falling, delay drama and fan economy become the bane again? </h1>
Putting aside the follow-up issue of national righteousness that has aroused the attention of the whole people, the initial fermentation point of the Zhang Zhehan incident is actually the seemingly ordinary fans who take off the powder and step back, but the "fans" here are mainly the CP fans accumulated when the "Mountain and River Order" was broadcast.
In late July, the news of Zhang Zhehan's marriage proposal for his girlfriend was on Weibo's hot search, and the number of readers under the entry of #张哲瀚 Wang Peiwen # exceeded 700 million. In the Weibo big V breaking news at the time, it was pointed out that a large number of CP fans were depowdered, and the fan guild that had made great contributions to the sales of Zhang Zhehan's albums was represented by the "most beautiful marriage proposal", and a lawyer's document in Zhang Zhehan's studio stirred the emotions of fans to the extreme.
The video of attending a friend's wedding came to the public eye in the contest between fans and depowriters. The original intention of the fans to forward was to prove that Zhang Zhehan's love of reading was not just a human design, but he did not want to be pointed out by the fans that there was a problem with the wedding venue in the video, which triggered the later storm of national righteousness.
Zhang Zhehan is getting more and more "black materials" being pulled out. For example, a couple who was filmed on the subway before but refused to delete it, the grandmother who once appeared on the hot search list was a guest of variety shows, frequently read typos on many occasions, etc., and even the wife who was once loved by fans, the reading person, and the music from primary school have also become the point of ridicule by netizens.
The new top of the delay drama, once called "decent CP", ended in a tragic way in less than five months after the end of the TV series. Just with the Zhang Zhehan incident as the traction, the market is also constantly examining the delay drama and the strong fan economy behind it.
After the outbreak of the Zhang Zhehan incident, there was not a small number of discussions in the market about delaying the drama, and even more, the Xiao Zhan 227 incident was linked together to issue an extreme resistance. However, objectively speaking, there are inevitable factors behind the emergence and popularity of the delay drama, which is not only the happiness of the CP, just like the quality of "Chen Qing Ling" and "Mountain and River Order" itself is also worth affirming.
But back to the actor level, although the delay drama is regarded as a shortcut for male artists to become popular, but if you want to go long, you need to reshape the perception of fans, which also means that the CP fans who have been attracted will inevitably be purified, and the love affair of male artists is also a minefield, and these will directly hurt the feelings of CP fans, and even trigger a backlash.
This backlash is based on the stronger emotional sustenance and kryptonite ability of other groups. In the past few months, Xiao Zhan, Wang Yibo, Gong Jun and Zhang Zhehan have firmly occupied the top of the commercial value list, which is the best proof. At the same time, some media pointed out that under the endorsement of Zhang Zhehan, a large number of fans with obvious CP fan attributes carried the banner of sales.
De-powdering and stepping back, in the current fan circle is not uncommon, but for artists, it is "water can carry the boat and can overturn the boat", which also shows that the consequences are becoming more and more serious. Behind the existence of the delay drama or the fan economy, it is not a denial of a stick to kill, but a continuous force for deformed format to continue to develop benignly and to standardize.
As for Zhang Zhehan, behind his collapse is the unpromising nature of the national righteousness. This can't even be called the threshold of stardom, but the basic bottom line as a Chinese.