Luxury, Public Relations, Networking, Brand Sponsorship, Domestic TV Series

Recently, the current situation of domestic dramas has changed. Hermes, Prada, Bvlgari, Givenchy, Ferragamo, Gucci, Burberry, LV, more and more luxury brands appear in domestic dramas. The reason for this is that luxury goods relations are networked, luxury goods are returning to TV dramas with big stars, shortening the shooting cycle of domestic dramas, and so on, more and more luxury sponsorship begins to take the civilian line.

In the hit TV drama "one servant and two masters", the heroine Yan Ni wears various luxury costumes and bags with obvious LOGO, including the luxury brands such as Hermes, Prada, Bvlgari and Givenchy. The leading actor Zhang Jiayi's belt is Italy brand Ferragamo, the car is 1 million 480 thousand Cadillac Escalade, changed the past domestic life drama small and small life. At the beginning of the new era of girlfriends, Xinyi Zhang received more than ten international costumes from Prada and sable. This can not help but make people wonder, "always like to aim at the luxury movie of high quality, when did you start to watch the TV series on the civilian line?"

However, Lin Zaichuan, a media man, believes that luxury TV shows are not yet in fashion. Nowadays, there are many big clothes in TV dramas, but most of them are not advertisements, but for the effect of TV series.

　　 phenomenon

In the past, the crew worried about unnecessary expenses.

Wang Wei, who has been a producer of TV production for years, told reporters that the audience's eyes are very sharp now. For the drama group, it is definitely willing to arm the actors with the best costumes, but usually it will be a lot of trouble to borrow these luxuries voluntarily. "Businesses will make a lot of requests, for example, there is a big production of the first line actors to lend, clothes only lend for a week, if there is damage, we must pay for the price and so on." Wang Wei revealed that many of the drama groups were discouraged from luxury goods if they were not willing to afford unnecessary expenses.

　 Now: Luxury goods Active contact with drama group

Wang Wei also found that there are quite a few luxury goods in connection with some drama groups to provide sponsorship because some luxury goods are changing public relations strategies. "Luxury goods in the past like to advertise in high-end magazines, implanted in large production films. Television usually localizes civilians, but there is a certain difference between the audience and the audience of luxury goods. Now the direction of the public relations of luxury goods is developing towards the Internet. Some TV plays with relatively high click rates on the video websites also have a wide range of influence. Embedding luxury goods on TV helps brand promotion, which may become a trend in the future.

　　 Reason

　　 First line stars The brand also followed.

Of course, if there are big stars to join, the attraction of domestic TV dramas will increase a lot. In an interview with reporters, actor Xinyi Zhang revealed that his role in the new girlfriends era is a rich woman. It is difficult to play the role of a character without a famous brand. So she made a request to the crew, but the group clearly indicated that they could not achieve it. Xinyi Zhang had to entrust his own brokerage firm to cooperate with the brand. As a result, the process has not been very troublesome. Many first-line brands have expressed their willingness to let famous actress with proper temperament wear their costumes in the play.

"Some brands are equipped with clothing, and then get them, including shoes and jewelry." Lin Zaichuan said that in the drama "secret fragrance", many of Wang Luodan's clothes are GUCCI, because Huang Xiaoming is one of the investors of this drama, and Huang Xiaoming is also the spokesperson of GUCCI, which naturally contributed to the cooperation between the two sides. When Sun Li appeared in the "hot mother's story", a lot of luxury relations with her good relations, the platoon team wanted to appear in her postnatal comeback. Lin Zaichuan said, "now more and more big actors are returning to the TV screen. For example, Zhao Wei, Xun Zhou and Fan Bingbing are making TV dramas. Many luxury vendors provide sponsorship because they sell the faces of big stars."

　　 The shooting cycle is shortened. Advertising effect Okay

According to Xinyi Zhang's assistant arrow, Korean dramas are able to get many luxury sponsorships because they are all weekly broadcasts, so they can wear seasonal clothes. Even if they show up, they can play a good advertising role. However, many domestic TV dramas have been filmed in advance for a long time. "Even though we received many brand sponsorship during filming, it was already over the season after the broadcast."

Nowadays, the shooting cycle of domestic dramas is also gradually shortened, which provides more possibilities for the sponsorship of luxury goods providers. For example, "one servant and two masters" started at the end of June 2013, and it was premiered in the major TV stations in March 19th. The cycle lasted for only six months, which is quite different from that of the past TV series after several years of filming. Lin Zaichuan believes that now the shooting cycle of domestic TV plays is getting shorter and shorter. Many luxury goods are more and more willing to put their brands in the middle of domestic TV dramas. "At least there will not be a long season style on the TV screen. When it comes to promoting new season costumes, there will be a lot of off season money on TV, which is a taboo for many luxury clothes."