Jackson Yee | New Generation Idols and the New Generation Market

 　　I recently reviewed some of Yi Yangqianxi's endorsements, and the final result surprised me slightly. Let's start by discussing Yi Yangqianxi's most recent endorsement.

　　On April 10, 2020, BMW China's official Weibo account announced Yi Yangqianxi's endorsement of BMW. Within half a day of the announcement, the number of reposts and likes exceeded one million.

　　BMW was founded in 1916 and has a 104-year history, but the 19-year-old Yi Yangqianxi became BMW's new generation ambassador, and also BMW China's first officially announced brand ambassador.

　　But can Yi Yangqianxi, a post-00s idol, truly handle the role of BMW's ambassador? You only need to glance at the comments under BMW China's official Weibo post to know whether Yi Yangqianxi can boost BMW's consumer market.

　　Among the hundreds of thousands of comments, fans showed off their BMWs, and the topic "Fans buy luxury cars for their ambassador, how much benefit has Yi Yangqianxi brought to BMW?" was once again trending.

　　Celebrity endorsements of luxury cars are not uncommon, such as Kris Wu endorsing the Mercedes-Benz Smart, Eddie Peng endorsing the Volvo S60, Li Yifeng endorsing the Audi A4L, Deng Chao endorsing the Jeep Compass, Karen Mok endorsing the Cadillac SRX, and Andy Lau endorsing the Acura TL.

　　However, Jackson Yee is the first post-2000s generation celebrity to endorse a luxury car. His top-tier popularity and massive fan base ensured BMW maintained consistent buzz on social media platforms like Weibo and Douyin, playing a crucial role in BMW's promotion.

　　This has led netizens to marvel at the importance of using young idols to tap into the new generation market.

　　In 2018, Jack Ma personally selected Jackson Yee as Tmall's first brand ambassador, investing a total of 323 million yuan, most of which was spent on Jackson Yee's endorsement fee and advertising space. Jackson Yee's endorsement fee reached 80 million yuan, and Jack Ma also spent 133 million yuan to secure advertising space in 632 cinemas.

　　This demonstrates Jack Ma's high regard for Jackson Yee, highlighting the necessity of the new generation driving the market.

　　Besides Ma's strong support, Huawei also values ​​the immense potential Jackson Yee can bring. In

　　2018, Jackson Yee became the global ambassador for Huawei's nova series. From the launch of the nova3 to the nova7, Huawei's promotion of Jackson Yee was incredibly generous, including three consecutive days of Weibo splash screen support, life-size standees in all offline stores, and even employee meetings where everyone wore supportive outfits with the slogan "A Thousand Amazing Jackson Yee, Ten Thousand Pamperings."

　　Jackson Yee's Weibo promotional video for Huawei nova garnered 12.27 million reposts and 29.43 million views in a short period, with the related hashtag reaching over 770 million reads. Jackson Yee achieved a double success in sales and reputation for the Huawei nova series.

　　These figures demonstrate Jackson Yee's sales power and undeniable commercial value.

　　Let's take a look at Jackson Yee's endorsement history:

　　In 2017, at the age of 16, Jackson Yee became the tourism ambassador for Denmark, becoming its first national ambassador. Furthermore, in 2014, his calligraphy was displayed at the Danish Embassy.

　　In 2018, Jackson Yee became the global chief creative officer for Adidas neo. Also

　　in 2018, he became the first Asia-Pacific ambassador for the international luxury brand Bottega Veneta.

　　In 2019, his endorsement of Givenchy garnered over 500,000 reposts on Weibo within two hours, and the pink leather lipstick featured in his advertisement sold out across the internet. Also

　　in 2019, he became the brand ambassador for Rimowa in China.

　　Besides these endorsements, Jackson Yee has also endorsed Baidu, Youku, Armani, Himalaya, The Beast, Baicaowei, Evian, Master Kong Green Tea, Mengniu Youyi C, Vidal Sassoon, and many more.

　　Data analysis shows that the vast majority of Yi Yangqianxi's more than 80 million fans are from the post-90s, post-95s, and post-00s generations, and this demographic dominates the consumer market.

　　While celebrity endorsements are commonplace, allowing the new generation to drive the development of the new generation market is a future trend.

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