"My Chinese name is Xiao Shenyang, the English name is - Xiao Yang Yang!" I believe that in recent years, many people have not had too high expectations for CCTV's Spring Festival Gala, but there will be many people this year. I remember that it may be Zhao Benshan’s later Spring Festival Evening performance, and I also remember this small Shenyang that robbed the limelight and yin and yang.
As one of the uncles of Uncle Benshan, Xiao Shenyang had no contact with CCTV Spring Festival Evening. In 2009, he finally became a hit with the master's strong recommendation. Xiao Shenyang was originally a well-known two-person actor in the northeast. The poor origin made him grow up in the grassroots, until he was discovered by Zhao Benshan, and he began to change his destiny. After becoming a disciple of Uncle Benshan in 2006, with his alternative male dressing performance, Xiao Shenyang caused quite a stir, and later became "close contact" with the Spring Festival Evening, but was helplessly "squeaky", the road to fame can be described Hard and bumpy.
In the Spring Festival Evening - the number one literary feast on stage, for the small Shenyang, which is a chicken, it is not only "staying in the chickens" (small Shenyang, formerly known as Shen He) is so simple, but it is really bullish, according to a network survey: The essay “No Money†is one of the popular programs, and more than 80% of netizens think that the better performance is Xiao Shenyang. After the Spring Festival Evening, he participated in the Spring Festival Gala of Beijing, Liaoning, Jilin, Tianjin and other TV stations. He was blocked by the netizens as the king of the Spring Festival Evening, and his newly established blog, the click rate exceeded 2 million within a few days. . I borrow a small mantra from Shenyang. Why is this?
I think there are three reasons.
One of the reasons: personal expression is strong and personality is distinct
As a singer, you can make the audience laugh if you don't open your mouth. It has always been a small man in the world, with a man dressed as a woman and a sissy girl. It’s already a good idea, and it’s quite capable of imitating the sounds of many famous singers. Amazing.
The above-mentioned small Shenyang is the key to whether the Spring Festival Evening can continue to attract the audience. In the face of more and more discerning and appreciative audiences, the director of CCTV Spring Festival Evening is a more difficult person in the world. He has to mix and talk with various literary and artistic types such as singing and singing, and also consider the culture of North and South. The difference is not only to link the events of the ancient and modern China and foreign countries with the stage, but also to consider the level of the audience. The feast of the Spring Festival Evening, which is difficult to adjust, has reached the need for "change". It needs enough innovation and highlights to arouse the appetite of the audience. . What is gratifying is that this year we have seen a lot of breakthroughs - Song Zuying and Jay Chou's "British match", and saw that netizens are enthusiastic about the magical performance of close-up magic master Liu Qian. Of course, there are also major online surveys. The masterpiece of this mountain, which is ranked first in the popular show.
It should be said that the rapid blush of Xiao Shenyang is inseparable from its own hard work. The imitating star has become his stunt, and the yin and yang sullenly dressed as a woman has become his signature image, with strong expressiveness and uniqueness. The personality and style have created the rapid rise of the personal brand of Shenyang. The same is true for commercial brands. Products can capture people's hearts by quality, function, appearance, etc., together with the brand style that stands out from the crowd and make a marketing article, it is much easier.
The second reason: found a channel that can quickly enhance the brand - CCTV Spring Festival Evening
Although many people doubt the amazing ratings of CCTV Spring Festival Evening, many people have expressed disdain for the Spring Festival Evening, but we all have to admit that except for a few 80s and 90s, the Spring Festival Evening has become a fixed number of couples on New Year's Eve. Entertainment choices, criticism or disdain, most people will still pay attention, the influence of Spring Festival Evening is great for artists. If the stars are likened to one brand product, then the Spring Festival Evening stage is the stars. The "super terminal", as Jiang Kun said, 30 years ago, Li Guyi sang 8 songs by one person, now 8 people sing a song, no way, star, wrist too much. The influence of the Spring Festival Evening has made many artists even strive to perform on stage even if they have no remuneration. From the program, the audit to the rehearsal, they have gone through all the hardships, and at the moment when they come later, they may be thrown away at any time. . This is like many retail giants continue to raise the threshold, pressing the second and third-line brands. The strong super terminal has mastered the bargaining power and the right to decide to stay. Small brands can only sigh: people are knifes, I am fish.
As a “first-line brandâ€, Xiaoshan’s “brand†was finally pushed into the super terminal of the Spring Festival Evening. Under the strong “promotion†of this mountain work, Xiao Shenyang received a high degree of attention and evaluation, and successfully participated in it. "First-line brand" ranks. Without the radiation and bearing of the "super terminal" of the Spring Festival Gala, Xiao Shenyang may continue to follow the path of his "local brand".
The third reason: get the recommendation and support of the master
To be successful, one has to learn to stand on the shoulders of giants, and a brand that needs to quickly increase its popularity requires strong and effective marketing. Zhao Benshan is undoubtedly a very brand promoter. He knows that when he is "Lianpeng is old and can't eat rice," more and more viewers regard him as a later life-saving straw for the Spring Festival Evening, which means to him. The requirements will be higher and higher. Commercial brands can continue to develop by constantly innovating products and functions, but it is difficult for artists. There will always be aesthetic fatigue when the audience looks at it for a long time, and it is difficult to change the style of the artist. Baiyun Black Soil and then to the torchbearer, Uncle Benshan is inseparable from the image of the peasants in the northeastern mountain village. It is really not easy to innovate on the basis of this deeply rooted people. Our society is improving, and the audience is also looking forward to representing the new countryside and new The characters of the peasants appeared, and Zhao Benshan was also old. He quit at the peak of his acting career. It is of course a good choice to change his apprentice.
Uncle Benshan’s work in this year’s Spring Festival Evening, “Not Bad Moneyâ€, is a green leaf, so that the two apprentices are brilliant enough to show his forward-looking strategy. The “spokesperson†with such a huge influence, the small Shenyang brand is quickly blushing. Normal.
Conclusion
Zhao Benshan paved the way for the future development of Xiao Shenyang, but Xiao Shenyang must constantly innovate itself. The artistic style and stage image should be broadened. It is not always possible to imitate the few singers to make applause. Funny viewers, fans and consumers are just as picky. Don't think that products with strong expressiveness and distinctive personality can be killed by young and old, and don't think that brands can get a strong channel and have good marketing methods to make progress. This is why? Because only continuous innovation, continuous creation of value for customers is the brand's longevity.