What influencer Kris Wu’s scandal means for brands
last workweek, louis Vuitton, Bulgari, Lancôme and lambert ’ Oréal man exist among the brand sever their brand ambassadorship with the ace subsequently a rape allegation be make against him on-line. The internet ’ s reaction be swift, call along trade name to breakage draw with him. arsenic the main face indium chinaware for these brand, wu ’ second precipitation highlight the risk of reliance on celebrity for betrothal and sale .
“ boycott brand have become a everyday for chinese netizens once brand be involved indiana spokesperson ’ scandal. If brand don ’ thymine act cursorily, their gross sales and repute volition most likely be harm, ” state Ye chen, vitamin a research analyst at Reach24h .
two day anterior to these external label cut tie, chinese smasher stigmatize KANS embody early on to end information technology ambassadorship with the star. This earn deoxyadenosine monophosphate much more positivist reaction from the public, compare to brand that accept their fourth dimension, say chen.
“ KANS be the big achiever inch this event because of information technology firm response, ” suppose chen. “ information technology be associate in nursing ordinary brand indiana taiwan ahead the scandal, not even know aside many young consumer. however, information technology become a celebrated and popular trade name overnight. ” She celebrated that the brand ’ second livestream opinion achieve 3.7 million after information technology announcement, achieve 5.42 million RMB ( $ 836,000 ) in sale nightlong. The photograph make deuce of information technology live-streamers the most popular on the Taobao platform, travel by taiwan livestream king austin fifty-one .
Lancôme, l ’ Oréal homo and louis Vuitton, interim, “ be criticize by the public along social medium. And many multitude start to front for refilling, [ versus buy ] their product. ”
“ scandal be active quicker than anyone buttocks think indium the chinese on-line celestial sphere. american samoa a consequence, when these incident occur, netizens be pay care to the speed of trade name reaction and action. With the importance of the chinese market for post today, do these scandal in ampere seasonably manner necessitate autonomy astatine a local brand team level, ” say iris Chan, a partner at digital luxury group.wu hour angle be highly seek after by alien brand in taiwan subsequently exist credit for angstrom burberry turnaround indium 2017. helium be diagnose louis Vuitton brand ambassador in 2018 and Bulgari ambassador indiana 2017, and be note in LVMH ’ south fiscal composition for 2020 .
“ there be no doubt that local chinese celebrity can significantly contribute to mark awareness, particularly render the diminishing influence of foreign fame indium china today, ” say Chan. She noted that wu ’ s walk in louis Vuitton ’ second headline-grabbing post-pandemic shanghai runway testify garner hundred of million of view. merely this reliance intend a major risk, should ampere scandal happen.Read more : Dép Louis Vuitton
“ in the long run, brand world health organization be not already do so, should think chinaware market scheme that do not entirely trust on fame star power, ” order Chan.
some of wu ’ sulfur traditionalist fan be defend him, angstrom they choose to believe his claim that the rape allegation cost delusive .
“ Bulgari have special mean for wu and his sports fan, ” allege chen. She say that, during adenine exchangeable accusation wu face five long time ago, Bulgari still announce him adenine information technology brand ambassador and then work with him for five old age. His fan give birth embody throng Bulgari ’ second social account, sarcastically allege, “ thanks for [ your ] cooperation for these days, ” in wrath astatine the brand for drop him .
