Is Lu Han still a traffic？

Xiniu entertainment original

Wen | Pangbu　 　Editor | Park Fang

On August 2nd, Boucheron Bao Shilong brand and Lu Han Studio successively released Weibo, and Guan Xuanlu Han became the spokesperson of Bao Shilong brand. Under Guan Xuanwei’s microblog, a comment of "Three luxuries in hand, I have everything in the world" was pushed to the highest position.

The so-called "three luxuries" means that three top luxury brands, Gucci, Audemars Piguet and Baoshilong, have been endorsed in Lu Han. The commercial value of Lu Han, the "first generation traffic", has once again been recognized by top brands.

　

If measured by the standard of "traffic artist", Lu Han’s "business" in recent years can be said to be very "Buddhist", but if combined with the word-of-mouth and topics of Lu Han’s recent works, we can actually see that Lu Han, with a more low-key and down-to-earth image, has become the representative of the "90′ s traffic" turn to some extent.

Lu’s reverse flow operation method:

Say the ball, play the villain, and make a variety show.　　

Flowing artists need "business". This concept originated from Korean entertainment circle. With the development of idol industry in Chinese entertainment circle in the past two years, the concept has been further expanded, which means that idol artists interact with fans through self-portraits, first concerts, meetings, variety shows and so on.

　

However, Lu Han is rarely "open" within the traditional scope. The last "open" was the European Cup final on July 12th, a carnival night for football fans. In this most critical node to attract traffic, the well-received "Second Scene" of Migu Video during the European Cup invited Lu Han and Liu Jianhong to comment on the competition together.

This linkage has attracted a lot of attention in both the rice circle and the sports circle. Traffic stars explain football? It seems easy to be accused of "doing nothing" or amateurs, but Lu Han has received many positive comments from fans and sports circles. "The explanation is not implicit at all, and he has his own opinions". It is not surprising that this style of painting appeared on Lu Han, a well-known die-hard Manchester United fan, who has already become "one of his own" for sports fans.

　

In last year’s variety show "Ha ha ha ha", Lu Han and other guests were tricked into going on a cruise ship without even bringing their luggage, and as a result, they filmed several issues with big makeup and oily heads, which is almost unimaginable for idols who have always had exquisite makeup.

　

In the past two years, many choices in Lu Han seem to be quite different from the conventional traffic operation ideas. The most typical ones are the two dramas he starred in last year, Crossing the Fire Line and Sisyphus. These two dramas are not only idol dramas, but also show people the other side of Lu Han. The former made Lu Han blacken his face, put on big shorts and flip-flops, and played a game otaku, while the latter made Lu Han challenge the villain and play against Wang Qianyuan.

Crossing the line of fire

　

Whether it is the word-of-mouth of the series or the performance of Lu Han, these two dramas have received a lot of positive recognition. "Crossing the Fire Line" successfully broke the circle and gained high recognition from the entertainment circle and the e-sports circle. Douban’s score was stable at 8, and it also successfully won the Shanghai TV Festival. Internet boutique drama recognition; Zhao Binbin, played by Lu Han in Sisyphus, also refreshed the outside world’s perception of Lu Han with a strong sense of contrast. Director Wu Bai said: "The deer belongs to the kind that is getting better and better."

Sisyphus

　

Talking about the ball, playing the villain, and putting on variety shows can be said to be the reverse operation of traffic operation. For Lu Han, these breakthroughs in personal image make people see a richer real image.

　

Compared with the traffic stars who attract fans by "dreaming", Lu Han, who has formed a rich personal image through a series of memories and impressions for many years, has no need to consider the paper man attributes such as personal design or idol burden. Focusing on personal ability and personality, Lu Han’s current route is to some extent a return to the value and attractiveness of traditional idols: breaking the value evaluation system of data first and completing the transformation from national flow to national cognition and goodwill. This process is somewhat similar to the successful transformation of Hugh.

The premise of completing this reverse operation is that Lu Han’s character and ability have a lot of bright spots, and his work attitude can also support the public’s goodwill. Last year, he was the coach of the coaching group in Creation Camp 2020. Lu Han judged the problems of the students accurately, but he didn’t preach or put on airs with his predecessors. The teaching style of "gentle knife" made netizens "really fragrant".

　

Wang Qianyuan, an acting school who cooperated with Lu Han in Sisyphus, also expressed his affirmation to Lu Han on many occasions: "In this space of cooperation with me, I think he is the hardest and most dedicated."

"Lu Han in 2020 made me forget that he was an idol." When Lu Han was named "Top Ten People in Nandu Entertainment 2020", the magazine wrote.

　

Breaking the flow game, Lu Han’s reverse operation method has made him surpass the idol position, further become a versatile artist with strength and attitude in public cognition, and has broken the ceiling of the flow life, or will go further in the future.

Three-top luxury plus body

Re-evaluation of the value of "primary flow"　

After returning to China in 2014, the name Lu Han once became a symbol of the era of traffic data, and it can even be said that Lu Han started the "traffic era".

　

Weibo’s super topic was initiated, Weibo changed to Guinness Book of Records, and Weibo’s star power list was established. It was the first time that 100,000 copies of its first solo album were sold in ten minutes, making it the first platinum record certified in the Mainland … In 2017, Lu Han topped the list of the hottest male stars for nine consecutive months with more than 20 advertisements, and won the top spot in the list of the most commercially valuable male stars in 2017.

　

Seven years later, Lu Han’s data performance is still good.

　

Within one month of the launch of Crossing the Fire Line, the related topics were read by 4.2 billion and discussed by 14 million+,ranking among the top10 online TV dramas with the highest reputation in July. In the Hupu forum where "straight men" are relatively concentrated, Lu Han’s favorite value rose by 12.5%, and Hupu loved the new generation of actors at the top.

Compared with seven years ago, Lu Han’s "flow" has gained more landing space, and it is also forming coverage for more people. As a female fan group attracted by "90 Generation Traffic", he has gradually grown into the main force in the current consumer market, which has further promoted the commercial value of Lu Han. Outside the fan base, the tiger-flapping "straight man" is also preparing to become a potential consumer group in Lu Han.

　

This may also be the key reason why Lu Han was identified as Gucci brand spokesperson, Airbnb brand ambassador and Baoshilong brand spokesperson. In addition, the brands endorsed by Lu Han at present include KFC, Tide and Crest, Kerun and gangwon, all of which have high popularity and public recognition.

　

From this analysis, the consumer groups covered by Lu Han’s personal influence have formed a cross-gender multi-age group, and behind it is Lu Han’s image operation in recent years, which has achieved a continuous increase in national awareness and goodwill. It is obviously no longer suitable to measure the value of Lu Han by the standard of "flow".

Lu Han once said that it is difficult for the public to take the initiative to accept the sudden popularity of public opinion from "traffic stars", and it needs to be pushed outward through self-strengthening. Under this clear understanding, this "90-generation traffic" has now completed some kind of image turn.

　

In fact, there are "traffic stars" in every era. From the four kings of Hong Kong era to the idols of the 1980s who went out through a series of hit dramas, they all experienced the criticism from the traditional perspective in the early stage of their development. Although they have different names, the problems they encountered are similar. What can make it to the end is to create a powerful image by talking about works and gain a longer professional life.

　

Lu Han is reorganizing his personal image at his own pace. Judging from the transformation actions in the past two years, he has shown his due ability and attitude, further completed the reconstruction of his personal value, and realized a longer-term and broader commercial influence. This transformed "Lu Han Plan" may be a reference or even a template for the idols in the new era.

　

Seven years later, we will re-examine Lu Han from a brand-new perspective.