Cover source source Du Wei every film and television
At 9 o'clock this morning, "Detective Zhao Wuer" broke the news through Weibo, the unprecedented badminton twice slam winner, Chinese sports idol Lin Dan actually derailed during the pregnancy of his wife Xie Xingfang, "Detective" also released a group of two Intimate photos at the hotel late at night.
After the news was exposed, the network headlines were quickly seized, and netizens slobbed. It’s all too sudden, because in the past, Lin Dan has always been a healthy and sunny image, insulated from scandals and scandals.
After the "Detective" exploded for five and a half hours, Lin Dan issued an apology statement on Weibo at 2:30 pm today: "As a man, I don't make more excuses for myself, but my The behavior hurt my family, and I apologize to my family here."
Sports idols were exposed to the track, in addition to his wife Xie Xingfang, and his endorsement brand. As early as the 2012 Olympic Games in London, the Olympic champions, there are reports that Lin Dan endorsement quoted tens of millions, Lin Dan in addition to commercial endorsement, but also developed a personal underwear brand and coffee shop. All this, let Lin Dan accumulate huge wealth, worth hundreds of millions.
Now, is this all about being implicated? What is the most injured brand in the face of derailment?
Being "Detective" graphic broke
Lin Dan apologized after 5 hours
According to Sina's certification of Weibo "Detective Zhao Wuer" graphic broke the news, in mid-September, Lin Dan and the mysterious woman took the hand. In October, Lin Dan went to Guangdong during the game, and the woman was intimate at the hotel late at night, and the woman was holding the hand at that time. At the hotel that night, Lin Dan not only held the other side's waist and was intimate, but also took a handful on the other's ass. Subsequently, Lin Dan was very careful to pull the curtains of the hotel.......
â–²Model Zhao Yaqi
The matter quickly fermented in the network, the woman was accused of being model Zhao Yaqi. She graduated from the Law Department of Sun Yat-sen University, the Performance Department of the Central Academy of Drama, and actresses and models from the Mainland. In 2009, Zhao Yaqi won the Miss Universe International Competition in China, and in 2014 she participated in the urban love drama "To Single Men and Women" starring Lu Yi and Zhang Wei.
Zhao Yaqi once passed the rumor with the actor Gao Hu. The careful netizen also found that Zhao Yaqi had watched the badminton match in the Weibo on October 11th, and Lin Dan participated in this competition.
â–² Zhao Yaqi's badminton competition certificate published on Weibo
Intriguingly, Lin Dan’s derailment is Xie Xingfang’s pregnancy. On November 5th, Lin Dan also sent Weibo to celebrate the birth of his son. "Welcome to your arrival, Fangfang has worked hard."
The netizens continued to break the news. When there were more than ten days from Xie Xingfang’s birth, Lin Dan took her female companion to see Eason Chan’s concert.
In addition, Lin Dan’s birthday was October 14th. On that day, he did not accompany his wife, but took a group photo with several net reds.
All of this is embarrassing. You should know that Lin Dan was in the badminton team that he was chasing Xing Xingfang. Because the badminton team generally had to win the world championship to fall in love, Lin Dan once had the courage to pursue love and told Xie Xingfang: "I will use my achievements to protect our love."
The two fell in love for more than ten years and eventually entered the marriage, known as the "God of the Condor Heroes" in the Chinese badminton. Last year, Lin Dan's personal underwear brand opened in Taikoo, Chengdu, and Lin Dan and Xie Xingfang attended. The two men cooperated with each other, Lin Dan accepted the interview and walked out of the store, quickly pulled Xie Xingfang, ten fingers tight, full of love.
But now, Lin Dan is derailed and beautiful. Although Lin Dan apologized on Weibo, he still could not get the understanding of most people.
After Lin Dan Weibo issued 4 hours, the netizen posted more than 500,000. Many netizens have expressed disappointment with Lin Dan. They also accused the netizen. "Is it just sorry? Can you be worthy of your wife and children? Xie Xingfang may forgive you, but will you forgive yourself?"
Signing 100 million endorsements
Endorsement brand no less than 5
Lin Dan is a super sports idol in China. He has twice won the unprecedented "full slam" of badminton. Sports idols, businesses have always liked. Lin Dan's temperament is outstanding and his personality is distinct. He is also the target of the Olympic champions.
According to incomplete statistics, during Lin Dan’s brilliant career, there were 17 commercial endorsements. Lin Dan is currently endorsing brands: high-tech sports brand OAKLEY, Japanese badminton brand Yonex, D&G, Montblanc Monblanc, Nissan Teana.
As early as the 2012 London Olympics won gold, the China Brand Academy published the "2012 China Olympic Gold Medal Value Report" mentioned that Lin Dan is far ahead of the Olympic champion's endorsement costs, a single company's expected price for Lin Dan is 6 million. yuan. At that time, the Hong Kong media also broke the news that Hong Kong's three major entertainment companies, Emperor, Gold and Haoyu, all planned to shoot high prices and recruit the badminton star.
With Lin Dan winning the 2014 Incheon Asian Games, the second time he was sealed as a "full slam", he became the legend of the world badminton, and his worth is skyrocketing. "Sports Weekly" reported in December 2014 that from the beginning to the end, Lin Dan's endorsement brand is no less than five, and many of the endorsements are in eight-digit and nine-digit numbers.
In the Chinese version of the 2015 Chinese celebrity list launched by Forbes Chinese, there are only two sports stars on the list, including Lin Dan, whose annual income is 27.5 million yuan. Forbes commented on him: "China signed the athlete brand in its personal capacity. The first person in the badminton team."
For a long time, the Chinese badminton team has signed contracts with the brand as a collective identity. In early 2015, Lin Dan signed a contract with yonex (Yonex, Japanese badminton brand) in his personal capacity. Several media reports claimed that the sky-high contract was 10 years. The signing fee is as high as 100 million yuan.
In addition to commercial endorsements, Lin Dan also developed his own commercial brand. In 2014, Lin Dan and the Korean brand Haoli Coffee built the Haolis Coffee Lindan store in Beijing, and then opened the Hangzhou store. Lin Dan has revealed that the coffee shop is for his wife Xie Xingfang: "Because Afang likes it, I decided to try it." In 2015, Lin Dan founded the underwear brand "Intimate by LIN DAN" named after him.
Intimate by LIN DAN not only opened a physical store in Chengdu Taikooli and other business districts, but also opened a flagship store in Tmall.
a brand endorsed by couples
Most lethal
After the derailment incident is exposed, will Lin Dan’s commercial endorsement be affected? According to Sohu Sports’ report today, it is reported that two of the expected sponsorships for Lin Dan have been suspended, and other sponsors are also waiting to see.
Lin Dan used to be a sun, healthy, perfect sports super idol with no negative news. However, this time it was suddenly exposed to the derailment of marriage, which will undoubtedly damage Lin Dan's perfect brand image.
Zhang Qing, CEO of Beijing Key Road Sports Consulting Co., Ltd., said in an interview with each reporter (micro signal: meijingyingshi)
At present, China Sports has less super idols. Lin Dan’s sports skills, distinctive personality and temperament are vividly displayed. Over the years, he has completed his personal brand building and has many fans. Derailment is definitely negative news for him, and has a significant impact on his brand goodwill, which will also affect his business Nugget road to a certain extent.
Lin Dan's current endorsement brands are divided into sporting goods, fashion business, etc. He also has underwear brands and coffee shops named after his personal name.
â–²Although Lin Dan has publicly apologized, many netizens said that it is difficult to understand
In Zhang Qing’s opinion, the brands that Lin Dan and Xie Xingfang jointly endorsed will be directly affected.
The brand they endorsed together shows a way of life and life. They appear together in this kind of advertisement and appear as a winner. But the derailment will inevitably damage the transmission of such brand connotation.
Every time the film and television (micro-signal: meijingyingshi) reporters saw through public information, the two had jointly endorsed a well-known edible oil brand.
However, Zhang Qing also mentioned that the current social values ​​tend to be diversified. Lin Dan also has many fans, especially young fans. The reactions of fans may also be different. These fans are the fashion commercial brands and personal brands that he endorses. Consumer.
Some fans will turn Lin Dan into a cautious attitude, but some fans like his skills, do not care about private life, and even some brain powder, may not have a strong resentment against this matter.
Zhang Qing said that overall, derailment will not cause a devastating blow to Lin Dan’s image, but it will still cause heavy damage to his personal image.
"Next, how the Lin Dan team will move, it is very important for him to rebuild the brand." Zhang Qing said that he apologized on Weibo, just a "basic action." After the basic action,
What else will he do next, especially how he and Xie Xingfang will openly interact and how to express it. I think his attitude of apology will continue, and the team hopes to cool the matter as soon as possible and reduce the negative impact.
Links: those who lost huge losses due to scandals
Nowadays, it seems that merchants choose stars to speak for products, and it seems to be a test and challenge. Because the merchants can't predict at all, whether the endorsement star they choose will have sudden and explosive news, which may make the product image of its endorsement plummet, causing unpredictable losses to the merchants and shrinking the star's money bag.
The extramarital affair scandal has cost the most earning sports star, Tiger Tiger Woods. In 2009, two weeks after the news that Woods was derailed, Accenture publicly stated that it would end its six-year endorsement contract with Tiger Woods. The prime time for US TV commercials stopped broadcasting "Tiger" ads, and the sales of Nike products, which almost signed "lifetime contracts" with Tigers, plummeted, and Gatorade also announced the suspension of production of "Tiger" Woods sports drinks.
In 2014, after the news of the article's extramarital affair with Yao Di was exposed, it occupied the headlines of major entertainment news for many days. The image of the article was instantly subverted. In order to ensure that the brand was not affected, many merchants who had intended to talk about the endorsement with the article temporarily decided to withdraw.
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