Huayu: Traffic is king

Chapter 226 Three years after my debut, I'm still the undisputed leader!

Just when everyone was filled with questions, the authoritative overseas media outlet WWD released an exclusive report:
"Gu Jingyi, a Chinese actor and singer, will appear in the Dior Men Fall 2020 global ready-to-wear advertising campaign. This is his first advertising campaign since becoming the brand's Global Ambassador, and it will officially launch on November 1st."
Photography: Alasdair McLellan
Styling: Ellie Grace Cumming
CHANEL｜LOUIS VUITTON｜GUCCI
Kim Jones said he was lucky to have met Jimin many years ago when he had just joined Dior as the menswear and accessories director, and recalled how they discussed clothing together. "I witnessed his rise firsthand; he has an amazing style and qualities, which is why I wanted to invite him to be the protagonist of this campaign."

This news was originally posted on the foreign website ITnues. When it was first brought to China, fans thought it was an overseas marketing account trying to generate buzz.

The comments below are all saying, "Let's take Gu Jingyi with us! Everything is subject to Gu Jingyi's studio's decisions. Anyway, wherever our handsome guy goes to endorse a luxury brand, we, the Jingfei (Gu Jingyi's fans), will support that brand."

"Fun fact: Gu Jingyi's fans never said that he would renew his contract with Dior or become a global ambassador for LV or Chanel. It's always been you marketing accounts and trolls spreading rumors online. Can't you eat without riding on Gu Jingyi's coattails? So you'll blame everything on him when things go wrong?"

"Gu Jingyi is not making any appointments. Everything is subject to the information provided by @GuJingyiStudio. All for Gu Jingyi. The Jingyi fans will only offer their loyalty to the one and only emperor."

Gu Jingyi's contract as Dior's Asia-Pacific brand ambassador expired at the end of October. Whether it was casual observers predicting Gu Jingyi would lose her luxury brand status, or marketing accounts spreading rumors that Gu Jingyi was renewing her contract with Dior or was in talks with LV and Chanel, the situation remained uncertain.

Nothing could shake Consort Jing's resolve; they are all very mature now.

Let time tell, and November 1st arrived quickly.

Almost immediately after midnight, the usually aloof Dior couldn't sit still any longer.

@迪奥| 2019-11-1 00:00
A blend of tradition and innovation, strength and softness. Dior's Fall 2020 menswear collection subtly incorporates elements inspired by different eras, with Dior global brand ambassador @顾璟奕 showcasing a refreshed image.

@迪奥| 2019-11-1 00:01
Dior Global Brand Ambassador Gu Jingyi (@顾璟奕) brilliantly interprets the Dior Fall 2020 Menswear Collection, a new collection that exquisitely reimagines Dior's iconic elements. Architectural structures and flowing lines are seamlessly integrated, celebrating the essence of exceptional design and releasing timeless elegance.

Please click the link to explore more (web link).

@迪奥| 2019-11-1 00:03
Retweeted from @VogueUKOfficial: "#DiorGlobalAmbassador# Gu Jingyi once again shows us why he is a Global it boy. Wearing the Dior × Lewis Hamilton capsule collection, he perfectly embodies 'effortless style.' No wonder everyone is eager to learn from him and get style inspiration from his outfits."

@迪奥| 2019-11-1 00:04
[191031] Dior's global brand ambassador, Gu Jingyi, was spotted at Shanghai Airport heading to Huace to prepare for her album next year. She was wearing a full set of unreleased Dior Fall 2020 collection items. Dior's new creative director, Jonathan Anderson, quickly shared the airport photo of Gu Jingyi and followed her on Instagram, making her the only global brand ambassador he currently follows.

Thank you, Gu Jingyi, for choosing Dior to become Dior's global brand ambassador.

@迪奥| 2019-11-1 00:05
The "GuJinYi BY DIOR" limited edition series and its sub-brands are in the works, so stay tuned.

Five in a row, Dior posted one every minute as if it were timed perfectly.

Fans still staying up late saw the post and left comments, but things are different now. Gu Jingyi's fans are now used to Dior's overtures, just like Dior's fourth official announcement thanking Gu Jingyi for choosing Dior.

When you are powerful enough and possess dominant strength and popularity, even the most prestigious brands will fall for you.

Even if Gu Jingyi doesn't sign with Dior, he'll still go to LV or Chanel.

Furthermore, every time they switch jobs, they immediately become global brand ambassadors.

Just like in the original timeline, after BTS's contract as LV's global brand ambassadors expired, Park Jimin was directly appointed as Dior's global brand ambassador without any probation period.

With the right strength and a history of endorsements from top luxury brands, it's that easy.

Gu Jingyi's title in Dior's official post on foreign websites is Global Ambassador, which can be translated as either a global brand ambassador or a global brand spokesperson.

However, domestic fans prefer to use the term "brand ambassador," so Dior follows this practice when making official announcements.

After five consecutive posts, Gu Jingyi's name was trending on social media.

"Gu Jingyi secured Dior's full-season OG global ready-to-wear campaign in the shortest time, becoming the first and only Asian celebrity to have a Dior global ready-to-wear campaign. The campaign covers a vast number of locations worldwide, with campaigns unlocked across all five continents. More than 40 new campaigns are still being rolled out, and Liben is practically surrounded by our Dior global ambassador, Gu Jingyi! Our campaign map can be updated again, though it's a sweet burden for the hard-working graphic designer! (Attached image) (Attached image)"

"Is this still the Dior I remember? Aren't you blue-blooded luxury brands always aloof? Dior, do you love it that much?"

"So cool! Who knew Dior loved it so much on the international internet? They announced Gu Jingyi's global title at 11:27 AM, using her birthday as the official date. Gu Jingyi is now Dior's global ambassador, receiving the highest treatment among Asians and on par with legendary supermodel Gisele Bündchen."

"A full-line spokesperson? The concubines really dare to dream big."

"Le, do you even understand what 'full line' means?"

"Two 3D models upstairs, watch closely. Dior's official announcement of Gu Jingyi's name is here:"
DIOR
dior The House is thrilled to announce @GuJinYi from China as new Dior global ambassador. pictured here in a colorful look from #Dior, the singer is now lending his image to creations from Artistic Director of Dior men's collections, @MrKimJones.
Can you understand? There are no prefixes before "Global Ambassador". (See attached image) All other Dior Global Brand Ambassadors have prefixes, but Gu Jingyi, the internet sensation, is an unprecedented global brand ambassador for all Dior lines.

1. Regarding the differences in English translations of luxury brand ambassador, brand ambassador, full-line brand ambassador, sub-line brand ambassador, brand Ambassador, house brand Ambassador, and for the house.

Simply put, the word "Ambassador" can be translated as either "ambassador" or "spokesperson" in grammar. Currently, most brands default to using "brand Ambassador" to mean "spokesperson."

2. [House Ambassador] refers to an ambassador; generally, without a qualifier, it is assumed to be a global ambassador or global spokesperson.

3. Secondly, prior to the official announcement, six cover designs with seven different looks were released, featuring outfits that were over-season and suitable for personal wear. The official announcement was met with immediate acceptance and included a set of previously unreleased promotional materials. The initial cover campaign primarily featured ready-to-wear items across the entire product line, with other main products appearing as secondary.
4. Both official Dior announcements and artist announcements will specify the title. Gu Jingyi's self-proclaimed title is "Global Ambassador" without any prefixes or restrictions. Of course, Dior menswear has its own title, "Dior Men," but Gu Jingyi's title did not have any prefixes.

The fact is, regardless of the circumstances, brands always clearly state the specific title when making official announcements. Of course, only official announcements are recognized. This means that among all the official announcement tweets for global ambassadors, only Gu Jingyi is [without any qualifiers] the [Global Full Line] Ambassador. ! ! !

"Just a few words to those who are sour grapes: only top luxury brands with global ambassadors have their own sub-brands. For example, Gucci with Kai of EXO, and Dior with Gu Jingyi. Dior's official Weibo post was a direct announcement that a sub-brand with Gu Jingyi is in the works. Gucci uses bear motifs; I wonder what motif my brother will choose."

"Tigers, dragons, lions? Gu Jingyi has made too many animal sculptures. Each one is outstanding and fits his own temperament perfectly."

"kkk, I'm just looking forward to Gu Jingyi."

"I really love Dior. At 19:08, an international website posted another global advertisement featuring Gu Jingyi with the caption: 'When the light comes, we are already the light itself.' It's so beautiful. There must be a lot of Gu Jingyi fans under the brand's account, right? Only a dream girl could write something like this."

"Dior absolutely adores Gu Jingyi! After she was announced as their global brand ambassador, Dior's stock price soared, and global search volume surged by 600%. The same items featured in Gu Jingyi's advertising campaign on the official website sold out in less than a second. Offline stores, the official website, and flagship stores are all sold out. Gu Jingyi is amazing!"

Major marketing accounts also didn't let Gu Jingyi off the hook. @FashionInTheCircle: "#DiorGlobalBrandAmbassadorGuJingyi#, Gu Jingyi single-handedly carried Dior's 2020 Fall Ready-to-Wear campaign, appearing in multiple Fall/Winter retro ready-to-wear outfits in the global campaign. This treatment is not only the first in the Chinese entertainment industry, but also the first among Asians."

@FashionStyle: "Gu Jingyi is unlocking global landmarks, including the giant screen on the facade of the flagship store on Avenue Montaigne in Paris, Times Square in New York, and DIOR GINZA SIX in Ginza, Tokyo. Everyone stand up to welcome the Emperor of Global Landmarks!"

@ChasingStarsLuckyKoi: Gu Jingyi is the first Asian star to land a Dior 2020 Fall Global Ready-to-Wear campaign, and it's a single campaign, covering six continents worldwide. I'm really looking forward to collaborating with Dior's new creative director.

@CoverArtist: It's worth mentioning that Gu Jingyi is also the first Asian celebrity to land a global Dior ready-to-wear campaign, a truly historic breakthrough! Furthermore, his two Van Cleef & Arpels global campaigns this year encompassed three collections of exposure, and in the first half of the year, the two brands also featured him on the covers of VOGUE and in eight countries and regions. The value of these two top-tier contracts is undeniable, especially considering this is only the first year of their collaboration!

Fashion bloggers were quite surprised by Gu Jingyi's treatment; such treatment is rare, not only in Asia but also globally.

But the shocking part was yet to come: it wasn't just Gu Jingyi who single-handedly carried out global ready-to-wear advertising and fashion cover campaigns.

On Gu Jingyi's birthday, November 27th, Dior bought him countless large screens.

Gu Jingyi's birthday celebrations took place in major shopping malls such as Sanlitun Street in Beijing, Grand Gateway Plaza in Shanghai, Guangzhou BRT station, and Henglong Plaza in Wuhan.

Not only in China, but also in Times Square in New York, Ginza in neon, and Gangnam District in South Korea, Gu Jingyi received birthday support.

Dior's offline flagship store went even further, completely filling the store with Gu Jingyi elements. On November 27th, it became a "painted city" inspired by Gu Jingyi.

The counter was filled with Gu Jingyi merchandise and standees, but its scale and layout couldn't compare to the flagship store.

Even so, the concubines were quite satisfied.

One by one, they went to Dior to take photos, holding Dior handbags and posing with Gu Jingyi standees.

Dior's performance has soared again, with Gu Jingyi's global endorsement achieving half a year's worth of Dior's revenue in just 25 days after its official announcement.

What kind of unparalleled top-tier celebrity is this? Please call Gu Jingyi the Emperor of Traffic Explosion!

Such terrifying sales power has truly taught other top luxury brands in the industry a lesson. For example, the renowned luxury brand Versace frequently likes Gu Jingyi's posts on various international websites.

Sima Zhao's heart is well known to passers-by.

They were just waiting for Gu Jingyi's endorsement deal to expire so they could spend money to sign him.

Dior, of course, picked up on such an obvious signal.

Dior's artistic director said nothing, but posted a photo with Gu Jingyi on social media that same day. He referred to Gu Jingyi as the brand's muse and a partner Dior had been searching for who could grow together with the brand.

Dior's official accounts, on social media platforms such as Instagram, Twitter, and Weibo, also included Gu Jingyi's name in their statistics on the "10 Billion Yuan Club of Signings."

And very "kindly" mentioned that "Gu Jingyi is the only Asian face in the 10 billion yuan signing bonus club".

He subtly warned Versace that signing Gu Jingyi wouldn't be so simple.

Fashion bloggers quickly uncovered Gu Jingyi's signing fee: "2000 million US dollars for two years."

Not only is he the highest-paid Asian, but even among global superstars, Gu Jingyi's signing fee is only slightly lower than that of Leonardo DiCaprio, Taylor Swift, and Justin Bieber.

There's no way around it; although Westerners constantly make jokes and mock Chinese people for their "squinty eyes," and claim that all Chinese people look the same, Gu Jingyi actually has quite a few dream girls in the West.

An exceptional appearance can easily break down the barriers between Eastern and Western aesthetic standards.

Like Leonardo DiCaprio, like Timothée Chalamet.

Gu Jingyi is seen by Europeans and Americans as having an "Oriental sweetheart face" and a "supermodel figure".

Although Gu Jingyi's appearance has never been the effeminate type of young male idol, but rather a "sculpted handsome man".

But compared to the rugged appearance of Westerners, Gu Jingyi became "So sweet, but so hot and sexy" in the eyes of Westerners!

However, Versace has no intention of giving up and has been secretly stirring up trouble.

In November 2019, Gu Jingyi closed the Paris Haute Couture show wearing Dior's latest haute couture design.

During the group photo session, Versace's artistic director "accidentally" bumped into other fashion industry heavyweights around him.

Standing on either side of Gu Jingyi, flanked by the Dior artistic director, they smiled brightly.

Versace's ambition is also linked to the brand's declining performance year after year.

After the collapse of KunKun's reputation, he still managed to become a global spokesperson for Versace despite being "softly banned".

Back then, before that man released "Dead Man," which turned the tide of the game, Versace couldn't hold back any longer.

Even at his peak, Kun Kun viewed Gu Jingyi like a frog in a well, only seeing the sky from the bottom of a well.

Moreover, Kun Kun has already developed PTSD from being abused by Gu Jingyi.

Which top celebrity in the Chinese entertainment industry would dare to compete with Gu Jingyi? That would be too ridiculous.

Back in December 2019, several companies tried to revive the Weibo super topic battle that once raged between Kun Kun and Zhou Naicha.

Because of their good skills, lack of trouble-making, and widespread popularity, casual observers were wondering whether Gu Jingyi, who was disguised as a hater, or Zhou Naicha (a famous Taiwanese singer), was the current number one celebrity in the Chinese entertainment industry.

Passersby felt there was nothing to argue about; one was a declining superstar, and the other was a rising star in film, television, and music.

They are both very strong, there's no need to compare them.

If we have to make a comparison, then Gu Jingyi is still too well-rounded.

After all, Zhou's TV dramas have flopped badly, and she has only made a name for herself in movies.

Gu Jingyi, on the other hand, was a force to be reckoned with, appearing on both small and large screens, each card a potential winner.

The film "Better Days," released on December 12, 2019, stunned industry insiders with its 4.35 million yuan in pre-sale box office.

Are you kidding me? This is pre-sale box office data! It's pre-sale box office data! The movie isn't even released yet and it's already this strong! What are the others supposed to do? Are they just left to lag behind and eat our dust?

"Better Days" grossed 3.12 million yuan on its opening day, leading industry insiders to predict that the film's final box office will be at least 30 billion yuan.

Don't let the future box office of "Ne Zha 2" reaching 159.1 billion yuan influence your judgment, thinking that a movie box office of 10 billion yuan is barely passing and 30 billion yuan is just excellent.

In fact, the success of a certain animated film is related to the Lunar New Year film season and the ignition of patriotic sentiment.

Let alone the Chinese entertainment industry in 2019, even in 2025.

In the Chinese film industry, having a movie that grosses over 10 billion yuan is considered excellent.

If it can break 30 billion, it will be a huge success.

Many people are misled by the phenomenal success of films like "Wolf Warrior 2," "The Wandering Earth," and a certain animated film, which are considered to have defied expectations, and believe that breaking 10 billion yuan at the box office is nothing unusual.

Time is an important factor to consider, as is cost.

For example, "Love is Not Blind," a chick flick with a budget of less than 9 million yuan, grossed 350 million yuan at the box office, generating nearly 30 times the profit.

The production, distribution, and actor salaries of "Better Days" totaled only 1 million yuan, so Gu Jingyi naturally received 3000 million yuan or more in box office revenue sharing.

Today, it is common knowledge in the industry that Gu Jingyi's film remuneration must consist of a fixed salary plus profit sharing.

At first, some people were dissatisfied, thinking that Gu Jingyi was too greedy.

However, Gu Jingyi has been a huge hit in every TV series and movie she has starred in since her debut.

This made those superstitious bosses and investors willing to accept the "unequal treaty" and hire Gu Jingyi to make the bid.

From the first day of its release, "Better Days" made a profit on every single movie ticket sold.

Because we've already broken even since the pre-sale started.

The film has already grossed 16.7 billion yuan in just two weeks since its release.

A film's theatrical run typically lasts 21 to 28 days, and films that perform well receive support.

Not only will it receive publicity and promotion, but its theatrical run will also be delayed.

Gu Jingyi and Little Yellow Duck both signed contracts that included box office revenue sharing, and the two of them have almost earned a small fortune just from splitting the profits.

(End of this chapter)