Who Can Replace Wu Yifan?

? ? ? ? When talking about Wu Yifan, Zheng Shuang's impression is that it is not suitable to fall in love, and she thinks she is too. A word becomes a prophecy. Both Zheng Shuang and Wu Yifan fall into a storm because of their "feelings". Of course, the story is not limited to emotional disputes.

? ? ? In an interview with beauty blogger Du Meizhu on July 18, she revealed that artist Wu Yifan used various ways to find and seduce young women to have sex, with more than eight victims including herself, including even two underage girls. Du Meizhu said that she had returned the so-called "sealing fee" of 500000 yuan in batches and was ready to go through legal procedures.

Du Meizhu also said in her microblog that she wanted to "fight a decisive battle" with Wu Yifan and asked her to withdraw from the entertainment industry. The amount and scale of information disclosed by microblog are relatively large.

"Your ten years have been wonderful enough. Ordinary people can't earn 20 or 3 billion yuan." Du Meizhu added.

On July 19, the relevant personages Wei Yuxin and Zhang dansan both posted screenshots of their "association" with Wu Yifan on their microblogs, which once again corroborated the relevant remarks of Du Meizhu. Another suspected voice of Wu Yifan was circulated on the Internet.

In this regard, on the morning of July 19, Wu Yifan issued an article denying all the charges. At the same time, Wu Yifan's studio posted a micro blog saying, "we have started the legal accountability process and completed the reporting work. We believe that the justice of the law will restore the truth."

? ? On the evening of the same day, the China Performance Industry Association announced that the ethics self-discipline Committee of China Performance Industry Association has always maintained a high degree of concern for the moral quality, professional ethics and relevant public opinions of the performers with wide influence. If the performers violate the law, they will be punished by law; On the basis of not touching the bottom line of the law, if it violates the public order and good customs and causes bad influence, the industry's self-discipline will never be lenient.

Wu Yifan is no longer "top stream"

Whatever the truth, the incident has had an impact on Wu Yifan's business value.

On the evening of July 18, Han Shu sent a document saying that he had sent out a letter of termination to Wu Yifan and terminated all brand cooperation. Subsequently, liangpin shop also posted a micro blog saying that the cooperation with Wu Yifan had expired in November last year. In the morning of July 19, LiBai, Ziyuan and Master Kang announced that they had terminated all their brand cooperation with Wu Yifan.

Vantage said in its microblog that the cooperation with Wu Yifan's spokesperson has expired in July 2021, and the relevant publicity cooperation has been completed and terminated; Tempo Debao has ended its endorsement cooperation with Wu Yifan, according to an official microblog.

In addition, CCTV news official micro blog once promoted Wu Yifan's new songs in May this year, and has now deleted microblogs. The audio client cloud listening app of China Central Radio and television also announced the termination of all cooperation with Wu Yifan, indicating that all the content recorded by the app and the third-party platform accounts have been removed from the shelves.

But there are still companies that have not taken action. As of 10:00 p.m. on July 19, Louis Vuitton, Bulgari and L'Oreal retained Wu Yifan's spokesperson identity.

Abandoning Wu Yifan poses a lot of challenges to all interested parties. Take Tencent video as an example. The "green hairpin line" starring Wu Yifan and Yang Zi is scheduled to be broadcast on this platform. If Wu Yifan is denied, it means that the play is more difficult to broadcast, and hundreds of millions of investment will be wasted. With the fierce competition of long video, Tencent video needs high commercial value works. Tencent is the main investor of qingzanhang.

In fact, for brand merchants, Wu Yifan is not a part that can not be abandoned, there are many substitutes. From the data, Wu Yifan, the "top stream", has been saying goodbye to the top flow for a long time.

Take the microblog super phone of fanquan as an example. In the list of super talk stars (7.19-7.25), Xiao Zhan, Wang Yibo, Zhang zhehan, Cai Xukun, Gong Jun, Yimu Qianxi, Wang Junkai, Li Wenhan, Luo Yunxi and Wang Yuan occupy the top 10, while Wu Yifan ranks only at 83. The top one is Fu Jing, a former female singer who is hard to be called a circle breaker.

This means that Wu Yifan's fan traffic has been limited. The choice of high-end brands is more caused by the brand premium brought by external word-of-mouth.

A senior broker told the 21st century economic reporter that although Wu Yifan's ranking has declined in terms of data, the price is still firm“ It is certain that the commercial performance has been 2 million yuan / show, and the endorsement is also 10 million level. Although the activity is not much, the value of commercial performance has not dropped much in recent years. People are not easy to manage and the staff are very hard. " The broker said. This statement was acquiesced by many people in the industry.

But major brands are also looking for new candidates. Taking Louis Vuitton as an example, Gong Jun and Liu Haoran, who perform better in microblog data, have become brand ambassadors and have more cooperation with artists such as Huang Minghao and Wang Hedi; Baogeli had contact with Hou Minghao, Deng Lun and Xu kaiduo; Lancome is holding hands with Xing Zhaolin.

New people emerge in an endless stream, and artists with works are constantly emerging, which is more respectable than Wu Yifan, who is haunted by "bad deeds".

Objectively, the flow artists themselves do have the value of carrying goods. In October 2016, burberry announced that Wu Yifan was the brand new spokesperson of its brand, and since then, it has launched the relevant joint brand. The effect is amazing.

In January 2017, burberry released the financial report for the third quarter of 2016, which showed that retail revenue increased by 22% to 735 million pounds on a year-on-year basis, with a 3% increase in comparable sales, which exceeded analysts' expectations. Thanks to the strong performance in mainland China, sales in the Asia Pacific Region resumed growth, which significantly boosted the performance. Prior to this, burberry's performance had been depressed for three consecutive years. In 2016-2017, not only sales fell by 2%, but net profit fell by 21%.

But this is only for Wu Yifan five years ago. The entertainment industry has changed too fast.

"Violation of the law is the red line of all artists. If you sit down, your performing career will definitely end. Xiao Zhan was able to come out of the previous storm because the key dispute did not involve him and did not meet the red line. " Another founder of the film and television industry made a statement.

Real people are unreliable. What about virtual idols?

On the other hand, for the entertainment industry, excessive traffic focusing on a few people has become a major risk point.

"Artists are under great pressure, too many temptations and hard to manage." A number of brokers admitted to 21st century economic reporters that this made their work full of passivity.

"The news that has been exposed is a small number, and a large number of scandals have been dealt with in advance. Life is full of dog blood, and I can't accept it. " A former head of public relations at a well-known entertainment company said she eventually chose to leave.

And with the tightening of supervision, once an artist has an accident, the result is that the project can not be shown and broadcast, which affects the interests of the whole industry. For example, after Fan Bingbing was punished, there was no hope of broadcasting "win the world", which eventually led to the change of ownership of Tang De, the producer.

In this situation, virtual idol becomes one of the choices. Virtual idols refer to the characters who are produced in the form of painting, music, animation, CG, etc., and perform in virtual or real scenes such as the Internet, but they do not exist in the form of entity.

Virtual idols are different from animation characters and real virtual images. They can carry out idol activities through albums, MV and photo albums. They can also learn from the secondary creation of fans to enrich their own connotation, so as to attract specific fan groups. One of its advantages is that it has no negative information and is safe. It has strong participation and long life span.

At present, virtual idol has become one of the outlets. In December 2020, bml-vr2020 was held in station B, and the peak of live online popularity exceeded 10.87 million. At the new year's Party of station B, where the fire broke out at the beginning of 2020, the "Jasmine" jointly performed by virtual idol Luo Tianyi and Pipa master Fang Jinlong was highly praised. The number of video viewing at station B exceeded 3.6 million. According to "Bili Bili 2020 marketing general case", luotianyi has more than 10 million fans.

In 2021, iqiyi set up an ideal studio focusing on virtual idol business. At present, its artists include D.M. group, Shihuo, Qiudi and other virtual idols. Prior to this, iqiyi also launched a virtual idol selection program "cross dimensional new star". Among them, most of the virtual idols came from real-life artists brokerage companies such as Lehua entertainment, snh48 and BLACKGOLD entertainment.

According to AI media data, the core market size of China's virtual idol will be 3.46 billion yuan in 2020, and it is expected to reach 6.22 billion yuan in 2021; In 2020, the scale of the surrounding market driven by virtual idols will be 64.56 billion yuan, and it is expected to be 107.49 billion yuan in 2021.

"We will have a lot of film and television projects, but the focus is to create a virtual idol, which is the key." Director Chen Xia told the 21st century economic reporter that he had been the visual effect producer of "wandering earth" and the director of Disney's "Songsong mobilization". He is now in the financing stage.

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