Over 50-Year-Old Veteran Actors Become New Brand Favorites: The Business Logic and Risks Behind the Trend
Hello everyone, I'm your financial journalist. Today, we're talking about a particularly interesting phenomenon: while young internet celebrities are still competing fiercely for endorsement fees, a group of veteran actors aged 50 and above are quietly taking over brand budgets.
From Tang Guoqiang and Liu Xiaoqing to He Rundong and Zhao Yazi, these faces we've known since childhood have now become the top influencers on platforms like Douyin and are highly sought after by various brands. What's really going on behind this? Why do brands suddenly prefer these older actors? And how long can this trend continue?
Let me break down this news into five key points to help you understand this "silver-haired economy" phenomenon.
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1. Why Do Brands Suddenly Favor Veteran Actors? Because Trust Is More Valuable Than Traffic
In the past, brands chose endorsers based on the number of followers and search popularity. But things have changed. Brands have realized that while young influencers are popular, their fan loyalty is unstable, and their popularity can fluctuate. In contrast, older actors have a significant advantage: they possess national recognition and trust.
- The Emotional Connection Is a Natural Form of Advertising: When you see Liu Xiaoqing, you think of her powerful portrayal in "Empress Wu Zetian"; when you see He Rundong, you think of his heroic role in "The Legend of Chu and Han." These images, built over decades, are hard for young actors to achieve. Brands use this sense of familiarity and warmth to make consumers stop and click on their videos.
- Targeting the Powerful Middle-Aged Audience: These older actors attract not only nostalgic middle-aged people but also middle-aged and young women with purchasing power who make family decisions. They have a positive reaction to classic images and are easily influenced by phrases like "Zhao Yazi's recommendation."
- Statistics Speak Volumes: In the past two years, the number of business deals with top veteran actors has increased by 10%, on par with that of popular young stars. Brands like Meituan, Yili, and Huawei, as well as many emerging smaller brands, are all competing to collaborate with them.
In summary: Brands are buying not just their popularity but the layer of trust that has been established over time.
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2. How Did These Veteran Actors Become Popular Again?
These actors aren't relying on their past fame; they're smartly leveraging current internet trends to re-enter the public eye.
- The Down-to-Earth Charm in Variety Shows: In shows like "Ace vs Ace," Tang Guoqiang is no longer the serious "Zhuge Liang" but a playful, endearing character, which has led to 13 new business deals in various industries.
- Viral Content on Short Videos: Actors like Li Naiwen and Liu Xiaoqing's funny moments have gone viral on short-video platforms, with Liu Xiaoqing gaining over 5 million followers on Douyin.
- Short Drama Success: Actors like Li Ruotong and Liu Xiaoqing have used short dramas to stay relevant, attracting both young and middle-aged audiences.
- Unexpected Success Through Internet Trends: Videos comparing He Rundong's current image with his past role in "The Legend of Chu and Han" have gone viral on Douyin, increasing his followers by 2 million in four months and leading to six endorsements.
In summary: Veteran actors are using variety shows, short dramas, and internet trends to showcase their personalities and connect with the public.
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3. How Do Brands Use These Actors?
A clear trend is that emerging smaller brands are using these veteran actors, often in a very practical way.
- Why Small Brands Use Them? Small brands lack fame, so collaborating with well-known actors instantly adds credibility to their products.
- Low Cost, Quick Results: No need for expensive global events; just investing in Douyin ads is enough.
- Example: The skincare brand Guotang Dang signed Li Ruotong and used her image in ads, resulting in over 400 million in sales in 2024.
- Live Streaming: Veteran actors exude energy and reliability, which makes consumers more willing to buy.
- Example: Liu Xiaoqing's live streams have been very successful, with one game brand's sales exceeding 1 million in 30 minutes.
- Customized Short Dramas: Brands like Wugu Mofang created short dramas with these actors, effectively promoting their products.
In summary: Brands are using short videos, live streaming, and customized dramas to sell products efficiently.
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4. Who Is Benefiting, and Who Is Making the Money?
The types of brands and products that attract these actors vary depending on gender and audience.
- Female Actors: Beauty, skincare, and health products are their main targets.
- Example: Zhao Yazi promotes products from brands like Oushiman and Meguili.
- Male Actors: Cars, internet platforms, and luxury goods are their main markets.
- Example: Tang Guoqiang has deals in various industries, and He Rundong's influence extends to culture and sports.
- New Trend: Luxury brands are also turning to veteran actors with演技 and reputation.
- Example: Hu Yinghong and Ma Yili have become brand endorsers, indicating a shift towards quality and longevity.
In summary: Female actors sell beauty and health products, while male actors sell strength and nostalgia. Luxury brands are also recognizing the value of veteran actors.
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5. What Are the Risks?
The popularity of veteran actors comes with risks:
- Risk 1: Poor Product Quality Can Damage Trust: If the products they endorse are of poor quality, it can severely damage their credibility.
- Example: The Yousiyi scandal exposed fake imported health products, leading to widespread criticism.
- Risk 2: Excessive Commercialization Can Damage the Image: Overcommercialization can alienate fans.
- Example: Some critics criticized Zhao Yazi for selling skincare products at an older age.
In summary: The success of veteran actors depends on maintaining a balance between commercialization and public trust. They must carefully choose products and protect their image.
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Conclusion
This trend reflects the maturity of the Chinese consumer market, where consumers value quality, trust, and emotional connections. Veteran actors, with their decades of experience, offer a unique asset. For brands, it's an opportunity to build trust at low cost; for actors, it's a second career peak. However, for the industry as a whole, it's a test of integrity and professionalism.
Remember: While nostalgia can be monetized, it must be done responsibly. Only by maintaining trust can this trend continue to be successful.