Summary of the Incident in Plain Language
Recently, the beauty brand Kiehl’s has encountered a bizarre三方 dispute. They just promoted the artist Song Yuchi, with whom they had been collaborating for over half a year, from Brand Ambassador to Brand Endorser. However, the fans of the newly announced collaborator, Cai Xukun, went on a rampage, declaring, “If you don’t give our endorser the highest title, we definitely won’t buy Kiehl’s products.” They even demanded that Kiehl’s either grant Cai Xukun the highest title or demote Song Yuchi’s. The situation became so intense that even Cai Xukun’s official fan club couldn’t stop the fans. In the end, Kiehl’s responded firmly, stating that the decision on the title was a business matter. On the surface, this seems like a fight over prestige among fans, but it actually reflects a complete shift in the rules of the fan economy. The outdated practice of “clashing over endorsements” that used to happen in the entertainment industry has now invaded the commercial endorsement space, causing significant disruption to the entire brand marketing ecosystem.
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Detailed Analysis
1. Complete Misunderstandings Between the Brand and Fans Regarding Endorsement Titles
The brand’s approach to granting titles is straightforward, similar to how a company promotes employees: based on the duration of collaboration, the impact on core products, and sales volume, the brand decides the appropriate title. Song Yuchi has been working with Kiehl’s since 2024 and has gradually progressed from Brand Ambassador to Endorser, which is a natural business progression with no issues.
However, fans perceive titles differently. In their view, endorsement titles represent a ranking of entertainment celebrities: Global Endorser > Brand Endorser > Brand Ambassador. A difference in title means a significant difference in status. If Cai Xukun were to receive only an ordinary endorsement title, it would imply a downgrade in their idol’s status, and fans would think their idol’s value has decreased. Therefore, the fight is not just about Kiehl’s endorsement but about their idol’s overall position in the entertainment industry.
2. Fans No Longer See Buying as a Passive Act; They Use It as a Negotiation Tool
Previously, fans simply supported the brand after it announced an endorsement, based on the title given to their idol. Now, they have become more strategic: they want to influence the decision before the official announcement. If they wait until the endorsement is finalized and then refuse to buy, it might suggest their idol lacks sales ability. Instead, they threaten the brand by saying, “We won’t buy unless you give us the highest title.” This shows that fans have shifted from passive consumers to active participants in brand decision-making, demanding control over the terms of their support.
3. Brands Are Responsible for Creating This Fan Behavior
This behavior is largely a result of the marketing strategies used by brands themselves. In recent years, many domestic beauty brands have started using the title “Global Endorser” to boost sales. By hyping up this title, they have effectively turned it into a valuable asset. As a result, fans have come to associate it with high status. When brands try to change this perception, they often face resistance because fans have been conditioned to expect such titles.
4. The Spread of “Endorsement Clashes” from the Entertainment Industry to the Business World
The practice of competing for endorsements, which used to be limited to the entertainment industry (e.g., actors fighting over screen credits), has now spread to the business world. This has led to two serious problems:
- Brands are losing control over their own decision-making, as fans now pressure them based on the perceived status of their endorsers.
- Titles are losing their value. What used to be a prestigious title reserved for international brands is now being demanded by fans, leading to increasingly exaggerated and meaningless titles. This undermines the authority of brands and disrupts the entire industry.
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In summary, the Kiehl’s incident highlights the complex dynamics at play in the fan economy and the impact of marketing strategies on brand relationships. Brands must be cautious when using titles to avoid triggering such conflicts and maintain their reputation.