Recently, a clip of He Gui and Shen Mengchen talking about celebrity support group gifts in the highlights of the second season of “The Lipstick Prince” at the end of 2019 has sparked a lot of discussion among netizens.
“Powder heads can buy a few suites in Beijing!” He Gui receives gifts from fans in hot search, star support industry chain is jaw-dropping
Source: Weibo
In the clip, He Gui flirted with the idea that the self-adhesive stickers on the support gifts from artist fans are too firm to tear off and can only be used by themselves.
Some netizens followed the trail and listed the support gifts sent by fans to several Happy Family hosts during the recording of “Happy Camp”, including luxury brands, as well as e-books, baby sets and other gifts specifically chosen for different hosts.
Industry insiders point out that it has been common for fans to provide support gifts to the program team in support of their idols. In the increasingly professional process of fan support, it can be described as fancy, to buy asteroid naming rights for the star, Times Square to buy advertising space for the star’s birthday, “only you can not think, no can not do.” Among them, as the core of the support campaign, the head of the fans (referred to as “powder head”) is often very profitable. Some brand sources revealed that some of the “pink heads” are doing well and can buy several properties in Beijing.
The Hunan station intervened to investigate
In 2019, a show called “Lipstick Prince” was recently turned up by netizens, who accidentally found a “big melon”.
Shen Mengchen said in the program, and Hunan TV host Du Haitao dating to the third year, Du Haitao always take the fan’s support products to Mom and Dad, get it when the top is also labeled with the backing club, so she was very embarrassed.
“Powder head can buy a few suites in Beijing!” He Gui received fan gifts on the hot search, star support industry chain is jaw-dropping
Source: Screenshot from the show’s video
After hearing this, He Gui also took over and shouted at the star support group fans: “You buy stickers, don’t buy sticky ones that are so dead, they really can’t be torn off.” Because of the stickers on the gifts he received, He can only keep them for himself, so he now has more than 20 thermos cups and 50 pens. He also said half-jokingly, “I really don’t love writing that much.”
“Powder heads can buy several suites in Beijing!” He Gui Receives Fan Gifts on Hot Search, Star Support Industry Chain is Eye-Opening
Screenshot of the program video
Not only He Gui and Du Haitao, but also the hosts of Hunan TV’s famous column “Happy Camp” have been involved in the furore of receiving gifts. Some netizens exposed a list of gifts given to “Happy Camp” by fans who pooled their money.
“The fans can buy several suites in Beijing!” He Gui received gifts from fans on the hot search, the star support industry chain is jaw-dropping
Source: Weibo
China Securities Journal reporter noted that netizens uploaded pictures showing a variety of gift categories, including silk scarves from Hermes, Ricoh cameras that cost thousands of dollars, Philips razors with high-grade brush heads, brand-name coffee machines, and Gucci silk ties.
On December 22, He also issued a microblogging admission, “artists and teams sometimes come to say hello to send gifts, and at that time did not have the heart to refuse”, and said “into a bad guide”, no longer receive any gifts in the future.
“The first thing you need to do is to get a few suites in Beijing. He Gui received fan gifts on the search, star support industry chain is mind-boggling
Source: Weibo
The company’s response to the “hosts receiving gifts from fans” is that it is investigating the situation and will seriously deal with any improper acceptance of gifts.
“The first thing you need to do is to get a few suites in Beijing! He Gui received gifts from fans on the search, star support industry chain is eye-catching
Source: Hunan TV official microblog
In addition, the Zhejiang TV program “Ace to Ace” was also revealed to be receiving fan support gifts, with some netizens listing a list of gifts provided by a celebrity fan to the program team members, including producer Wu Tong.
“Powder heads can buy several suites in Beijing!” He Gui receives gifts from fans on the hot search, the star support industry chain is jaw-dropping
Source: Weibo
Fans are relentless in their support
The reason why fans want to give gifts to hosts like He Gui is because they want the show to provide better exposure for the idols they support. This is a daily practice of fan support.
According to the data, the main idea of “support” among fans is to sound source and cheer, which originally evolved from the “support group” that cheered for athletes in Japanese campus sports games, but it was widely used and spread with the development of Japanese popular culture industry in the last century. In 2005, it came to China along with the Korean Wave, and with the popularity of idol groups such as Girls’ Generation, Super Junior-M and Dongfang Shenqi, the “fan support culture” quickly developed.
Ji Fan (a pseudonym), a white-collar office worker who likes to follow the stars, says that similar gifts to the creators of “Happy Camp” have actually become commonplace. Fan teams visiting the idol’s set will raise money for support, and will make a list of purchases, such as the number of support vehicles, gifts and food to be provided to the creators of the set, as well as support banners and easy-to-use banners. After the fundraising, the head of the official backing club will make the purchases and then will open the accounts to the fans, this backing club operation mode has been very mature. “As for the gift to the creator on the abundance of frugality, a very big star, his fans is to send the kind of more expensive luxury goods, such as perfume, of course, will not come up to send a bag.”
Peng Yu Chang Global Support Association announced the “perfect spell” support expenditure breakdown
“Powder head can buy a few suites in Beijing!” He Gui receives gifts from fans on the hot search, star support industry chain is jaw-dropping
Source: Weibo
Fans can spare no effort to support their idols. Earlier in a head jewelry responsible for brand work Zhong Min (a pseudonym) told China Securities Journal reporter, fans will pool their money to buy the products endorsed by the star, the star on the cover of the magazine. “Only you can not think of, no can not do, for example, to the star to buy the title of overseas asteroids, and the New York big screen times big screen are written XXX happy birthday, just can not wait for the whole world to know their brother.”
Fans for Cai Xu Kun bought advertising space located in New York Times Square
“Powder head can buy a few suites in Beijing!” He Gui received fan gifts on the hot search, star support industry chain is jaw-dropping
Source: Weibo
Zhong Min also lamented the degree of specialization of fan support. She said that there is a division of labor for celebrity support, data group, copywriting group, artwork group, publicity group, and the more you go to the top of the stream, the more detailed the division of labor is, to the point of jaw-dropping. Buy peripheral, data hit list, all kinds of activities to support, the big “fan head” (fan leader) lead other fans, organized and disciplined “for love power”. A support team is equivalent to the energy of a public relations company, the star out of the negative, quickly organize the caliber, unified distribution control comments copy and paste.
The “fans” are lucrative
The fan frenzy also allows businesses to see business opportunities, in a large number of commercial promotions and support activities can appear in the “head” figure.
The term “fan leader” refers to the head of a fan group. To organize a complete professional fan group, an experienced and competent “fan leader” is the key. The “head” is usually employed by the star himself or his family and friends, or a real “fan” who has the financial strength and organizational ability to work with the fans.
Zhong Min introduced, alone with the fans can not reach the dissemination effect, and the “head” can influence tens of millions of fans, the company will send gifts to the “head”, distributed to fans as a token of appreciation, the brand or the star studio will tell the “head” star’s schedule, the day of dress brand, personal information, etc..
After obtaining the above information, the fans can strengthen their position. The “head” gets the replacement resources, and the resources can be exchanged for money. “For example, if a small star needs fans to raise money to make his debut, he will unite many fans to vote on the list, where the costs associated with voting are sometimes unclear, and some ‘fans’ will run away with the money, amounting to millions. A good number of ‘powder heads’ do well, can buy several suites in Beijing.”
According to media reports, in September last year, Meng Meiqi fan group “mountain branch data group” for allegedly using the name of support to play the list of illegal fund-raising, triggering public attention, just less than 3 months, the account suspected of fraud amounted to several million yuan.
Some Meng Meiqi fans who participated in the fund raising had said that the account had participated and organized at least 200 fan fund raising activities within a year, mostly for the reason of maintaining data and purchasing albums for the artist. Several victims have since alerted the public security authorities.
“A few core fans with money and leisure really smashed out a lot of money, and most peripheral fans spent slightly so much money.” Media Internet analyst Pei Pei wrote an article earlier, pointing out that professional fans eat part of it, flow stars, brokers and fans constitute a symbiotic relationship of the “trinity”.
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