杨紫直播引爆“理性消费”狂欢：从争议到破圈的24小时

Core Insights - The article discusses the shift in celebrity endorsement dynamics, particularly focusing on Yang Zi's recent entry into the personal care market with her endorsement of the Yangyuanqing hair care series, which has gained traction due to its affordable pricing and backing from Yunnan Baiyao technology [1][3]. Group 1: Market Dynamics - The incident surrounding MK brand's endorsement crisis highlighted a change in consumer expectations, where the logic of celebrity endorsements has shifted from "traffic is king" to "value co-existence" as Gen Z becomes the main consumer force [1]. - Yang Zi's live streaming event showcased a significant sales boost, with the Yangyuanqing shampoo selling out within an hour and overall sales for the brand's product lines increasing by 470% year-on-year [3]. Group 2: Audience Engagement - The live stream revealed a generational divide in audience engagement, with younger fans focusing on Yang Zi's appearance while older consumers inquired about product safety and suitability for children, indicating a broader audience appeal and the importance of product efficacy [5]. - The live demonstration of a "three-second hair drying" experiment attracted over 8 million viewers, setting a new record for live streaming in the personal care category [5]. Group 3: Social Impact - The event sparked a social initiative by the China Youth Development Foundation, promoting the message of "rejecting appearance anxiety," which aligns with Yang Zi's statement that "confidence is the best filter" [7]. - The article notes a cultural shift in consumer behavior, where fans are now making purchasing decisions based on product ingredients rather than just celebrity endorsements, as evidenced by a 21% decrease in return rates and a 37% increase in repurchase rates for celebrity-endorsed products compared to three years ago [7].