Behind the chicken feathers on the ground... Singer Cai Moumou incident ferments | Risk | Cai Moumou
The larger the halo on the head, the less it can loosen the headband.
According to the official WeChat official account of the Star Endorsement Standardization Committee of Beijing Advertising Association, recently, the event of male singer Cai Moumou in mainland China has gradually fermented, and the event has a further hype and expansion trend. Relevant brands, performance brokerage companies and MCN brokerage agencies are requested to take risk control of male singer Cai Moumou in mainland China.
Previously, some netizens reported that Cai Xukun was dating a girl surnamed C in May 2021. After discovering that she was pregnant, Ms. C was asked by Cai Xukun to undergo an abortion surgery.
It is worth noting that risk warnings are not a qualitative assessment of the event, nor are they determined by relevant functional departments. It is not advisable to take chances or read them in detail.
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In 2018, Cai Xukun officially debuted on the talent show "Idol Producer" with the highest total number of votes, and began to enter the public eye. According to data from Yien, as of June 24th, Cai Xukun ranked 64th on the commercial value index list in the past month, with a commercial value of 75.39.
In April 2021, Cai Xukun released his new album "Mi". According to the QQ Music platform, after only 10 minutes of online release, the sales of an album priced at 26 yuan per album exceeded 1.57 million copies, and the sales exceeded the threshold of 40 million yuan. In the following four months, the album's sales have exceeded 3.24 million copies, with a total sales revenue of over 80 million yuan and a strong ability to attract funds.
On June 30th, @ Run Bar Weibo posted, "Due to scheduling adjustments, the originally scheduled broadcast of" Run Bar "at 20:20 today will be postponed. Thank you for your support." According to the program preview, the guest scheduled to broadcast was Cai Xukun.
According to media reports, from a commercial perspective, according to the Tianyancha App, Cai Xukun is associated with three studios, including Xihe Qianyuan Culture Studio, Shanghai Cai Xukun Film and Television Culture Studio, and Beijing Cai Xukun Film and Television Culture Studio. All three studios are owned solely by Cai Xukun. Among them, Beijing Cai Xukun Film and Television Culture Studio has registered multiple trademarks such as "Cai Xukun", "Kui Plan", and "KUN".
In addition, according to incomplete media statistics, since his debut, Cai Xukun has had over 30 personal endorsements, including high-end luxury brands such as Prada and De Beers Jewelry, as well as popular brands such as Pepsi, Yanjing Beer, Watsons, and FILA. His endorsed products cover multiple categories such as fashion, food, beauty and skincare, and 3C. The peak of endorsements occurred in 2020 and 2022, during which Cai Xukun won endorsements for nearly 20 brands in one go.
Finding celebrity endorsements also requires risk prevention
After the incident escalated, the Beijing Evening News commented that Cai's situation is now a mess, with various negative information flying everywhere. It is too early to make a judgment on how and in what direction it will develop. But the reminder from the Beijing Advertising Association can be seen as a reference. As a legitimate and influential association organization, it is prudent and responsible not to issue such warnings out of thin air. According to their analysis, the Cai incident is out of control and there is a possibility of house collapse. This is not about struggling with certain celebrities, but considering the market entities related to Cai, and also taking responsibility for the healthy development of the advertising market.
Stars are traffic, sales, and profits, especially for those who are in the limelight. This is why brands are willing to spend huge advertising fees to hire their endorsements. The return is always proportional to the risk, and the amount of return one wants is the amount of risk they must bear. This is not only confirmed by general economic theory, but also by the problems of many celebrities in recent years. Whether it's violating industry rules, practicing lip syncing, or playing big names; It still violates social morality, smoking in smoking prohibited places, personal ethics are violated, and inappropriate remarks are made; Or just crossing the legal bottom line, gambling, drug use, prostitution... The number of people who follow the footsteps can be described as one after another, and the impact is truly shocking.
The comments indicate that behind the glamorous scenes on stage, it may be dirty and vulgar; The next stop with unparalleled scenery may be the object of ridicule. We cannot tarnish the brand image just because of a spokesperson, so it is often the day of the incident, which is when the cooperating party issues a solemn statement to terminate the partnership. As some analyses have pointed out, even so, the losses caused by the collapse of celebrity houses to partners are enormous. In addition to direct economic losses, the damage to brand image is even more difficult to estimate. In public reports, it is also rare to see any partner who, after a spokesperson's incident, takes legal action and demands losses from the offending spokesperson.
Instead of hastily responding afterwards, it is better to prepare in advance, which is the value of the guidance issued by the celebrity endorsement standardization committee of the Beijing Advertising Association. The next step of cooperation may be to wait for a while. The relevant performance plans can be released first, and alternative solutions to the foundation can be prepared first. At this point, observe the changes quietly, invest less, and take more precautions, so as not to incur greater losses in the future. In fact, some of the programs that Cai participated in, as well as some of his works, are being gradually taken down by the partners, which is a signal.
In addition, the comment also mentioned that risk warnings are not a qualitative assessment of the event, nor are they determined by relevant functional departments. It is not necessary to take chances and read them in detail. In recent years, the field of celebrity endorsements has become increasingly standardized, and many brand owners have become increasingly mature. They are gradually breaking away from the extensive endorsement mentality of being willing to pay any cost, disregarding consequences, and not conducting evaluations. They are embarking on a win-win path where both parties have clearer rights and responsibilities, and contract terms are more detailed and complete.
The larger the halo on the head, the less it can loosen the headband. As public figures, celebrities should have more self-discipline and introspection. Only by controlling themselves well when they are the darling of advertising can they ultimately avoid becoming abandoned by advertisers and the whole society.
