文|楊晗
After experiencing work stoppages and brokerage disputes, Zhao Lusi was not idle at all. Personal brand RDD has more than 600,000 fans on Tmall, annual sales exceed 400,000+, and the total transaction volume on the night of the Qixi Festival live broadcast reached 11 million+.
In September, her dessert shop in Chengdu officially opened. With its 48 yuan bowl of “Sichuan-flavored cold noodles” and its high popularity, it quickly hit the market. It was packed immediately after opening, and all the bread was sold out within 40 minutes. It opened at 10 o’clock, and there was already a long queue at 8 o’clock.
It is not uncommon for celebrities to open stores, but from beauty, daily necessities to catering, why can Zhao Lusi put seemingly unrelated categories into her business territory? Because what she sells is not only products, but also the lifestyle of Zhao Lusi. In addition to being exquisite and loving beauty, she also keeps pets, likes beautiful food, and likes life-oriented labels such as “pretty little rag”. This lifestyle image will make fans feel that what they are buying is not just a product, but also a “Zhao Lusi-style” exquisite life. Therefore, even if mobile phone cases, pet peripherals, and dessert shops seem to be unrelated to each other and the prices are higher than similar products, fans are still willing to pay.
Of course, there are many female stars in the entertainment industry who know how to dress, take photos, and love life. There is a special connection between Zhao Lusi and her fans. She publicly broke up with her agency, admitting that she had a “bad core” and spoke freely in the live broadcast room. This unstable character has gradually become her most stable persona. She no longer needs to maintain the appearance of a perfect star all the time, but because of this state of “saying what comes to mind”, fans feel that Zhao Lusi is not an unreachable 208w, but an electronic best friend who can cry and laugh.
This sense of closeness has given her business loyal customers. While other new brands are still trying to find ways to get people to try her products, people are urging her products to be put on the shelves. She used the products of her new beauty brand ROSE AMIGO as souvenirs and distributed them at her concert in Macau for fans to experience and share. There was no advance warm-up, no network-wide announcement, and only the on-site fan circle completed the first round of exposure. The first batch of products went online in about 12 hours, and 1,000+ pieces were pre-sold on Douyin. Zhao Lusi turned the name itself into a sustainable brand, from artist Zhao Lusi to businessman Boss Zhao.
In the context of the current cold winter in film and television and the difficulty of project approval, even if Zhao Lusi has no new dramas for the time being, she can still use the accumulated popularity in her own business and quickly monetize it. However, several stores can be opened, but there is only one “Zhao Lusi”. Several businesses started off due to her charisma, which also meant that she needed to continue investing and could not just wait to collect money after opening the store. Fans come because of her, so she has to continue to show up and share.
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