LAY, Crest, Estee Lauder, Fawn Tea.

Since the Xiao Zhan 227 incident, Xiao Zhan’s upcoming dramas "Douluo Dalu" and "Please Advice for the Rest of My Life" have been rated as one-star bookings by fans. They were originally officially announced on March 1, 2020. The advertisement for Zhenguolii, which he endorsed, was also banned. Li Jiaqi temporarily removed the Olay products endorsed by Xiao Zhan from the live broadcast room on Sunday night.

Both the comments on official social media of brands endorsed by Xiao Zhan, such as OLAY, Crest, Estee Lauder, and Xiaolu Tea, have seen boycotting comments. There is no doubt that Xiao Zhan's commercial value has been greatly affected.

In order to reduce the impact, the brand endorsed by Xiao Zhan also made some corresponding strategies. At Crest, which has Xiao Zhan as its brand ambassador, the brand’s official blog changed the top Weibo post to Lu Han; Olay’s official Weibo posted five Weibo posts in support of Xiao Zhan, and Olay’s boss also supported Xiao Zhan in the live broadcast room. It said that it would continue to cooperate in the future; while Estee Lauder did not respond for the time being.

Extended information

Starting in the early morning of March 1, 2020, the Passerby Rebel Army launched an attack on Xiao Zhan’s commercial endorsements. Xiao Zhan’s reputation in all aspects was almost shaky.

“If he endorses it, I won’t buy it. Fans act as idols and pay for it.”

Entering OLAY’s Taobao live broadcast room, you can find that there are people “boycotting Xiao Zhan” every second Comments appeared, and a prairie fire has spread across the Internet.

Xiao Zhan’s endorsements, including Mengniu’s True Fruit Grains, are also in jeopardy. No products related to “Xiao Zhan” can be found in Mengniu’s JD.com self-operated stores. The reposts on Estee Lauder's official Weibo account have been flooded, with most of them saying "Boycott spokesperson Xiao Zhan."

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Ifeng.com - How much impact does the "Xiao Zhan 227 incident" have on the brands he endorses?