Core Viewpoint - The article discusses the evolving landscape of celebrity endorsements and live-streaming commerce, highlighting how stars like Zhao Lusi are adapting to new platforms like Xiaohongshu to maintain their commercial value amidst changing industry dynamics [2][5][6]. Group 1: Zhao Lusi's Live-Streaming Success - Zhao Lusi launched a formal live-streaming session on Xiaohongshu on January 28, which lasted for 7 hours, attracting 8.7 million viewers and generating over 820,000 orders [5][6]. - Following this event, media outlets labeled Zhao Lusi as the "new sister" of Xiaohongshu, indicating her rapid rise in the platform's live-streaming rankings [5]. Group 2: The Changing Dynamics of Celebrity Value - Celebrities, despite their fame, often find themselves as mere components in the entertainment industry, lacking significant influence over profit distribution [8][9]. - Zhao Lusi's career trajectory exemplifies the dependency of celebrity value on various industry factors, including media exposure and brand endorsements [9][10]. Group 3: The Impact of New Platforms - The shift to platforms like Xiaohongshu allows celebrities to redefine their value outside traditional entertainment systems, where they can engage directly with audiences and generate revenue through live-streaming [43][44]. - The article notes that the new commercial model is more immediate and less resource-intensive compared to traditional film and television projects, which often require significant investment and time [46][47]. Group 4: The Risks of the Old System - The article highlights the fragility of celebrity value within the traditional entertainment system, where any disruption can lead to a rapid decline in perceived worth [18][21]. - Zhao Lusi's public disputes with her management company illustrate the potential for personal issues to impact professional value, leading to a reassessment of her marketability [20][22]. Group 5: The Role of New Capital - Xiaohongshu's eagerness to leverage Zhao Lusi's popularity reflects a broader trend where platforms seek to capitalize on emerging stars to drive engagement and revenue [38][42]. - The article emphasizes that the new capital landscape prioritizes immediate results and efficiency over long-term brand building, contrasting sharply with traditional entertainment practices [47][48].

Core Viewpoint - The recent personal controversy involving actress Zhang Yuqi has led to significant disruptions in her business landscape, evolving from a social media dispute into a tangible commercial crisis [2][10]. Group 1: Impact on Public Activities - Zhang Yuqi's scheduled public appearances have been affected, with reports indicating that she will not participate in the Liaoning Satellite TV Spring Festival Gala due to public sentiment [3][10]. - The fallout has extended to her commercial endorsements, with multiple brands, including NEXXUS, Aishiya, Yuru, and Guyu, removing all promotional content related to her from their official Weibo accounts [3][10]. Group 2: Endorsement and Collaboration Status - NEXXUS confirmed that their collaboration with Zhang Yuqi has naturally concluded within the established contract period, although specific dates were not disclosed [3][10]. - Aishiya stated that their partnership will end in December 2025, while Yuru and Guyu have also indicated that they no longer have collaborations with her [3][10]. Group 3: Impact on Upcoming Projects - Zhang Yuqi's upcoming projects may also be affected, including "Ghost Blows Out the Light: The Witch's Canyon," expected to air in 2027, and "Women's Detective Agency 3," where she has been a regular guest in previous seasons, expected to air in 2026 [5][12]. Group 4: Business Landscape Overview - Prior to the controversy, Zhang Yuqi's business portfolio consisted of both physical enterprises and a thriving online presence, with ownership in nine companies, three of which are currently active [7][14]. - Her online business has been robust, with over 5.73 million followers on Douyin and recent sales figures ranging from 25 million to 50 million yuan in the past month [7][14]. Group 5: Public Image and Commercial Value - Zhang Yuqi's public persona has been marked by controversy, and the recent allegations have triggered a significant image crisis, challenging her commercial value [7][14][15]. - The collective withdrawal of brands and cancellation of public events highlights the direct impact of public opinion on her commercial viability [8][15].

Core Insights - The traditional logic of evaluating celebrity endorsements is becoming less effective in 2025, as seen with Wang Yibo, who maintained a high number of endorsements despite minimal public exposure and no new film releases [2][4] - The endorsement landscape is shifting, with emerging actors and athletes gaining prominence, while established stars face a decline in their endorsement numbers [4][12] Group 1: Celebrity Endorsement Trends - Wang Yibo led the endorsement count in 2025 with over 30 endorsements, despite not releasing any new films [2] - Other top male actors like Xiao Zhan, Tan Jianji, and Ding Yuxi had endorsement counts above 20, while Yang Mi was the only female actor to exceed 20 endorsements [2] - The endorsement market for female actors shows signs of decline, with Yang Zi's endorsements dropping from over 20 in 2024 to 14 in 2025 [2][19] Group 2: Shifts in Market Dynamics - The endorsement market is increasingly influenced by new categories of stars, including short drama actors and sports figures, who are now competing for brand partnerships [12][16] - Athletes like Sun Yingsha have emerged as significant players, matching the endorsement numbers of top actresses like Yang Mi, with Sun achieving 26 endorsements [16] - The music industry is also seeing a resurgence, with artists like Jay Chou and Huang Ziheng securing numerous endorsements, indicating a diversification in the endorsement landscape [18] Group 3: Changing Strategies in Endorsements - The focus on personal branding and character development is becoming more important than mere exposure, as brands seek to align with personalities that resonate with their target audience [5][22] - Celebrities are adopting strategies to maintain their marketability by cultivating relatable personas, which can sometimes yield better results than traditional exposure-driven approaches [5][21] - The endorsement market is evolving into a more inclusive space, where even lesser-known artists can find opportunities as long as they avoid major controversies [19][22]