Chapter 701
The Glamour and Debauchery of the Fashion World
Chapter 701 The Glamour and Debauchery of the Fashion World*
Jinli said, "You are the first artist that your manager would love to pack up and send abroad to participate in a program. Other managers are mostly worried about their artists participating in overseas programs."
I worry they might pick up bad habits overseas, I worry about language barriers and problems, and I don't know how to solve them, but I don't have these worries about you.
Gu Cheng smiled, moved his hand down, and pinched her ear.
“I have experience living abroad for a long time. Guang Ge will worry about other people, but he really doesn’t worry about me much.”
"That's why I came along; I'm worried about you."
Jinli whispered, "Actually, I'm very strong too."
Gu Cheng: "I know, but I just want to see you more."
Jinli turned her head to look out the window and smiled brightly.
And while they were abroad promoting their work.
In September, the domestic promotional campaign for "Jinse" was launched again, releasing more behind-the-scenes footage.
Netizens are quite interested in what the process is like when celebrities shoot inside magazines, and whether it's as fun as filming a movie with an actor.
To satisfy their curiosity, Jinse has released an extra-long trailer this time, with all the clips combined to be a full half hour long.
However, their camera focused entirely on Jinli, downplaying the details of the process.
Although the shooting process is standardized for all top-tier magazines, many details will differ.
Some details are company secrets and cannot be released.
After watching the trailer, netizens felt that Jinli was in great shape.
Jinse's editor-in-chief seemed to know her well, and their conversation was more like that of friends.
There was no awkwardness or formality, and no deliberate attempt to strike up a conversation or create any sensational topics.
This more soothing approach has actually garnered considerable approval from netizens.
Publicity doesn't have to be grand and dramatic; a gentle and consistent approach can also evoke positive feelings, which is also a form of emotional expression.
Of course, more dramatic and exciting emotions can attract more clicks.
However, in an increasingly fast-paced world, an occasional, more relaxed promotional mood can also produce unexpected results.
The release of this trailer for "Jinse" has generated considerable buzz online.
It seems our little pear is becoming more and more adept at handling things.
[+1, I feel like she's getting better and better. Is this what they call "good health and vitality"?]
[Now she's made a huge comeback and her career is booming. Every time I see photos of her taken by paparazzi, I think she's radiant.]
After Jinse finishes her promotional campaign, it'll be Nianhua's turn next. To land the cover of two top magazines' most important months within a year—who can fathom the significance of that?
[Suddenly realized that Jinli hasn't yet collaborated with all four top magazines. She's only worked with Jinse, Nianhua, and Fashion Trends, and there's still Huayun magazine she hasn't worked with.]
[Jinli collaborating with Huayun? Forget it. That caused quite a stir back then. Huayun's editor-in-chief even threatened to blacklist Jinli, advising her to stick to that for life and never compromise her principles for online traffic and money!]
Thank you. It's said that the editor-in-chief who made those harsh remarks about Chao Jinli has been transferred to another country by Huayun and exiled to the frontier.
Huayun actually really wanted to collaborate with Jinli to mend their relationship, and offered her the highest price possible, but Jinli just wouldn't choose them. What can be done?
Jinse's promotional campaign, ironically, brought up an old story among netizens.
Netizens who were unaware of this gossip flocked to check it out, only to discover that Jinli and Huayun had a brief history of conflict.
The originally agreed-upon filming schedule was canceled by Hua Yun, who needed to film earlier, but Jin Li's schedule was too tight, so the shoot was cancelled.
Actually, it's nothing. After all, many celebrities' schedules are booked in advance. If they can't make it, they'll just wait for another opportunity to work together.
However, Hua Yun felt that Jin Li had plenty of time and that refusing to cooperate was disrespectful to them, so they became angry and announced that they would not invite Jin Li to any magazines related to Hua Yun.
Not long after, Jinli starred in a hugely popular drama.
There was also great dissatisfaction within Huayun with that editor-in-chief, and she was immediately sent to another country.
Amidst heated discussions among netizens, Jinli's magazine cover shoot was released on September 15th.
Online sales sold out quickly, and offline stores also saw long queues.
Jinli has once again proven her appeal to the fashion world.
Moreover, Jinse was quite cunning this time. The magazine cover purchased online was not the same as the one purchased offline, the content was slightly different, and the free samples were also different.
Many netizens who purchased offline also buy another copy online.
Similarly, netizens who are eager to get their items but don't want to wait in line choose to place their orders online first.
When offline purchases aren't as strong, people go back to offline stores to buy.
Originally, there was only one magazine, but it was sold in two different formats, and netizens were happy to pay for both.
However, compared to its outstanding sales, Jinse's latest cover shoot has been criticized by many bloggers who have posted videos explaining it.
They felt that Jinse hadn't grasped the theme well this time, nor had it produced anything new.
One of the broadcasters analyzed: "I know that the movie 'The Comeback' is very popular now. I also went to see it, and I watched it three times. Every time I watched it, I found a different kind of emotion."
Moreover, this film is about to break into the top 10 of Chinese film history; it seems like it's just one step away from making it. Jinse is clearly trying to capitalize on this comeback to boost sales.
"But I think they've come up with the wrong approach. First of all, Jinli's face is oval with a slightly rounder shape, which isn't really suitable for a strong, independent woman image."
If you want to express her strength, you can start with her eye makeup. However, this makeup artist made Jinli's eye makeup too sharp, which made her lose the charm of her overall face shape.
I think her eye makeup should be toned down; the focus should be on her eyes.
The broadcaster analyzed the content while using a drawing tool to break it down.
"As an actress, Jinli can portray emotions very well through her eyes. You can feel it from the cover; Jinli's eyes are very sharp."
Her sharp gaze, paired with equally sharp eye makeup, actually made her look a bit fierce on the cover of a major magazine.
Fortunately, her face shape is quite gentle, so the fierce look isn't very obvious; it's softened a bit. If her face shape were more angular and hard, then it would really look fierce.
"Look, everyone, if the eyeliner here is a little lighter, doesn't it look completely different? She will present a gentle yet resilient temperament, and it will have a much better atmosphere..."
Driven by numerous fashion bloggers dissecting Jinli's makeup look and various analytical videos, a challenge to imitate Jinli's eye makeup has swept the internet.
To be honest, I didn't know until I drew it, and then I was shocked by what I saw.
Being a celebrity isn't something just anyone can do, and not everyone can pull off a celebrity's makeup look.
Today I followed the blogger's tutorial to do Jinli's eye makeup, and it really makes me look fierce.
Jinli actually pulled off this makeup look; I have to say her face is absolutely stunning. Her gentle and lovely features soften her sharp features.
[My boss showed up at work today with Jinli's makeup on. She's already a strong woman, but now she looks even more regal.] [I did a Jinli-inspired makeup look today, and when I was taking photos outside, I looked remarkably like Jinli from certain angles. What do you think?]
This kind of discussion actually led to another surge in sales of Jinse's September issue.
This was a brilliant marketing campaign.
The goal of marketing is not necessarily to have a brand constantly praised. Occasionally exposing shortcomings can actually generate more discussion and make it easier to go viral.
Jinse fought a very impressive battle in the September cover sales.
Meanwhile, Nianhua also launched a major magazine featuring Gu Cheng on the cover in September.
However, it didn't generate as much buzz as Jinli, but its reviews were better.
The positive reviews are perfectly normal, because when Nianhua filmed Gu Cheng, they focused on highlighting Gu Cheng's noble and aloof temperament.
Male celebrities don't have as many options for makeup as female celebrities, and they also don't have as many choices for clothing.
They did consider having Gu Cheng wear a skirt, starting with a pair of suit pants and then layering a straight skirt over them.
This style of dressing has also been frequently seen on other male celebrities; it's a rather fashionable way to dress.
However, Gu Cheng immediately rejected the suggestion.
Moreover, the reason Gu Cheng refused was acceptable to them.
It's not that he hates wearing skirts, but he feels that this style doesn't fit the public image that Nianhua is projecting, and that it's dangerous.
Nianhua held an internal meeting and felt that the risk was too great, so they rejected the proposal.
Therefore, in the September magazine sales battle, Jinse's sales were far ahead, followed by Nianhua, and then Fashion Trends and Huayun.
Although Jinse did not achieve the same sales success as Siphoning Youth, its subsequent fashion trends and Huayun series performed poorly.
September has always been a key month for promotion, with far more marketing resources invested than in other months.
As a result, this month's sales were far worse than other months. As soon as the data was released, the editors-in-chief of Fashion Trends and Huayun were scolded by people sent from headquarters for several days.
"It's one thing to lose out on celebrity endorsements, but how come you can't even compete in marketing? You know perfectly well whether you've even tried!"
"September's sales figures are now set, but October's sales haven't arrived yet, so you must put more effort into sales!"
Don't be complacent just because you've opened online channels and sales have increased slightly, or because the total sales volume is the same as before.
We added another sales channel, and only then did we break even with previous years' figures. If we hadn't, the decline would have been even faster!
"Don't give me excuses. If they can get Jin Li and Gu Cheng, why can't you get a currently popular celebrity?"
"If October's sales figures are the same as September's, you can forget about your year-end bonuses this year. You have to deliver outstanding results, otherwise, supporting a bunch of you is just a waste!"
The editor-in-chief of Fashion Trends and Huayun was severely reprimanded and immediately held a joint meeting with the marketing department to rack their brains for a sales plan.
They were so anxious over there that they couldn't sleep, while Nianhua was in a relaxed state.
Nianhua also had high hopes for achieving impressive sales figures in September, given Gu Cheng's consistently high popularity.
Although he is not as good as Jinli, he is not far behind.
However, when the sales figures for September came out, they discovered that the difference seemed to be much greater than expected.
Jinli's appeal is so strong that although its sales were not completely siphoned off, it still lost a significant portion of its market share.
Generally speaking, Gu Cheng has more female fans, so female fans tend to buy more of Gu Cheng's magazines.
However, this time, the purchasing power of male and female fans was equal.
However, for Jinli, the number of purchases by her female fans reached an extremely exaggerated level.
"What should we do, editor-in-chief? Although our sales in September were not bad, October is coming soon and the new magazine will be launched."
Headquarters hopes October sales will be even better than September's, ideally several times higher, but our marketing and promotional methods aren't as effective as Jinse's.
The editor-in-chief, upon hearing his assistant's words, showed no concern, but instead said meaningfully:
“I talked to Jinli’s agent before and asked her for advice, asking if she had any good publicity methods. Do you know what her agent told me?”
The assistant asked curiously, "What did they say?"
Editor-in-Chief: "Copy it!"
Assistant: "Huh?"
Editor-in-Chief: "Professional matters should be left to professionals. We have never done marketing before, so don't try to plan and do marketing on your own. It will only backfire."
There are only so many methods and means of marketing. If I copy your method today, you will copy mine tomorrow.
Since Jinse performed so well in its marketing campaign in September, we can follow suit in October.
We did exactly what they did in September. See, I filmed all the behind-the-scenes footage beforehand, didn't I?"
The assistant nodded, somewhat bewildered: "So, what's our first marketing step?"
The editor-in-chief said, word by word, "Let's release the behind-the-scenes footage!"
September 20th has arrived.
Nianhua released a batch of behind-the-scenes footage, a full 20 minutes of it, showing their sincerity and demonstrating that they had learned a lot from Jinse's marketing strategy in August.
Meanwhile, the staff of Nianhua also left a comment in the comments section, indicating that there will be two more rounds of behind-the-scenes footage, with all the clips totaling 60 minutes, showing their sincerity.
[Haha, Nianhua's marketing tactics seem familiar!]
[Yes, yes, I love it when they release behind-the-scenes footage. It makes me feel closer to and experience the real state and charm of the celebrities.]
[Start a fight! Everyone, start a fight!]
[Now the behind-the-scenes footage is already 60 minutes long, will they be able to air an hour and a half next year?]
How about this: we compile their filming process and turn it into a variety show? I've even thought of a name: "The Glamour and Debauchery of the Fashion World."
[This is a great idea; I suggest those who struggle with sales give it a try!]
The consequences of releasing this behind-the-scenes footage were also beyond Nianhua's expectations.
They originally only wanted to use Jinse's marketing tactics as a stepping stone, without expecting to become a huge hit; they just wanted to generate some discussion.
To their surprise, the discussion surrounding the campaign actually surpassed that of Jinse's previous marketing campaign.
Everyone is focusing on just how good Jinli's skin texture is!
As I mentioned in the author's notes before, chapters with asterisks in their titles are either scenes where the main character doesn't appear, or scenes focusing on supporting characters. I'm mentioning it again here, so please purchase only what you need.