Little Fresh Meat, the Chinese nickname for young good-looking men who are considered as beautiful as women, are the bread and butter of many luxury brands in China. From lipsticks and skincare to watches and jewelry, these celebrities — so popular with female fans — have proven to be a very efficient shortcut to boost product sales and brand visibility. In the past, actor Wang Kai helped Estée Lauder eye cream to achieve record sales, the sales of a Guerlain lipstick named after Yang Yang skyrocketed, and a WeChat Moments ad by SK-II featuring Wallace Huo increased the brand’s sales on JD.com sixfold in one day.
For August, among the top 5 most buzzed celebrities on the consulting agency R3’s list, three are considered little fresh meat, with No.1 Xiao Zhan, and No.4 Wang Yibo both ranking high for the first time. Xiao Zhan got his start on the reality program X-Fire, where he trained to be an idol. From there, he went on to be the lead singer for the idol group, X NINE, but he gained mainstream popularity with the recent hit costume drama, The Untamed (陈情令). Fans praised his rigorous attitude and excellent acting skills. He was also featured in a blockbuster fantasy movie Jade Dynasty (诛仙), which topped Chines mainland box office with $111.64 million (270 million yuan) during the three-day Chinese Mid-Autumn holiday. Xiao Zhan has yet to sign on with any other luxury brands except fine jewelry brand Qeelin under the Kering group, and several FMCG (fast-moving consumer goods) brands, such as McVitie’s, Olay, and Lays, etc.
The following ranking of the 20 top celebrity influencers in June is calculated by using data from Weibo’s Fan Base (calculating Activity, Adorable, and Social Influence Indexes), Toutiao, Baidu, and WeChat.
Weibo assumes the most weight, as it’s the platform where fan engagement can be traced. The Baidu, Toutiao, and Wechat indexes are more based on search behavior. The data from Weibo helps indicate the commercial value of each celebrity, especially for the Adorable Index where fans actually use a pay function to express their admiration for a celebrity.
- Activity Index: The Activity Index counts the number of interactions on Weibo, which is a statistical indicator of interactions (including forwarding, commenting, likes, replying to comments, and comment likes on Weibo) generated by the content posted by the star over the past 30 days (including posts and comments).
- Adorable Index: This refers to the fans’ contribution to the celebrity. Weibo has a mechanism where fans can contribute their admiration to the celebrity by giving virtual flowers which aren’t free. The adorable index is generated from the number of flowers the celebrity receives monthly.
- Social Influence Index: There’s a large number of users publishing microblogs daily that mention celebrities. These microblogs are read by other users, and the number of readings reflects the recent popularity of a celebrity. In addition, a large number of users search for celebrities on Weibo every day, and the search volume generated also reflects the recent popularity of those celebrities. This data adds up to the social influence index of the celebrity.
– This article originally appeared on Jing Daily.