"The Story of Rose" has become popular, why is Liu Yifei not a "Shamatte"?

Liu Yifei's new drama has sparked heated discussions, retro brands have been rekindled, modern clothing has been sought after, and similar businesses have benefited. Read the article to learn more.

Liu Yifei's new drama has such high traffic, which brands have benefited?

Ancient mobile phones such as Nokia, Motorola, and Samsung have collectively made a comeback this time and become standard equipment for the characters in the play; Audi TT, square-headed Volkswagen Jetta, early QQ, etc., also appeared in the play because of the story background 20 years ago.

However, compared with the brands that are full of age, some people complained that the clothing styles of the characters in the play were too modern, which was inconsistent with the monotonous colors and shocking styles of 20 years ago.

However, with the traffic of the TV series, the same clothing, accessories, etc. in the play, although suspected of time and space confusion, were still able to take off and achieved good sales.

Perhaps, the modern dressing style in the drama was intentional by the producers; after all, China's rapidly developing social economy and the invasion of foreign cultures have led to drastic changes in aesthetics.

After all, if those viewers who are dreaming of Mary Sue want to perfectly cosplay the characters in the show, the costumes from 20 years ago will not work.

1. Ancient brands are coming together

After the release of "The Story of Rose", not only Liu Yifei's fans were delighted, but many viewers who love "archaeology" also felt the "memory killing" in the play.

After all, the story background of more than 20 years ago, in terms of character setting, prop setting, etc., can easily touch the DNA of middle-aged audiences, and the dead memories began to attack me.

For example, the candy-bar, sliding, and flip phones in the drama can easily remind middle-aged audiences of the pleasure of blind typing under the desk; at the same time, for young audiences, these phones have strange shapes and are a bit "too cool".

Among them, the mobile phone of the character Huang Zhenhua in the play made many young people feel amazing. After elegantly flipping open the slider from the side, the mobile phone becomes a mini laptop computer. The action of typing on the keyboard with both hands is so cool.

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As for the model of this phone, many netizens believe it is Nokia 9210C, which was priced at more than 5,000 yuan at the time; now on the Xianyu App, the second-hand price is around 300 yuan.

At the same time, Huang Yimei, played by Liu Yifei, also owns a Nokia mobile phone. Some netizens believe it is a Nokia 8210, which was sold for around 3,000 yuan at the time. Compared with the income level at that time, it was considered a valuable item.

Nokia, once the king, has now become the tears of the times, and along with it, other mobile phone brands in the drama have also fallen from the altar.

For example, the mobile phone used by the character Bai Xiaohe in the play seems to be Motorola's V60; Su Gengsheng's flip phone looks like Samsung's A288; and Zhuang Guodong's candy-bar phone is a French brand Alcatel, which is almost extinct in the market today.

In addition to the old mobile phone brands, other props of the characters in the play also appear to be very old-fashioned.

For example, Huang Yimei's Fujifilm Instant Camera mini20, which looks like a big shell, now has a second-hand price of about 300 yuan; at the same time, the Polaroid 636 camera, which has a second-hand price of more than 300 yuan, also appeared in the TV series.

On the other hand, Jiang Xueqiong, played by Zhu Zhu, owns an Audi TT coupe in the play. The price of the car was over 600,000 yuan at the time. It was once the dream car of many people, but it has been out of sale for many years.

At the same time, the eldest brother Huang Zhenhua, played by Tong Dawei, also made many young audiences realize with a square-headed Volkswagen Jetta that square-headed cars were the mainstream more than 20 years ago.

In addition to the retro props, the old QQ version and nostalgic video chat page in the play also made many middle-aged viewers smile and think of their younger selves.

2. Modern Clothing, Dressing Up for the Past

Although various antique brands allow the audience to travel back 20 years, the modern style of the characters in the play makes everyone feel like they are back in time.

For example, netizen Xiao C said: "In the drama, Huang Yimei once wore a Diesel pink tube top with an open denim jacket; but this tube top from Diesel is a design from recent years."

At the same time, Guan Zhizhi, played by Lan Yingying, wore a PH5 wavy dress in the drama, which is sold for 2,475 yuan in the official Taobao store; but Brother Pan discovered that the brand was not established until 2014, while the TV series is set in 2001.

Not only that, the protagonist played by Liu Yifei has appeared in dopamine outfits many times: sometimes a yellow Chanel-style jacket, paired with a white suspender and tight jeans; sometimes a white puff-sleeved shirt, paired with a yellow fluffy long skirt.

In order to let everyone know the dressing styles of the general public 20 years ago, Brother Pang found several old idol dramas, hoping to understand the mainstream dressing styles of that era from the clothing styles of the characters in the dramas.

Among them, in the 2000 film "Never Forget You" and the 2002 film "What Can I Do to Save You, My Love", the overall color of the characters' costumes tend to be black, white and gray, and the dressing style is mainly simple and capable.

On the other hand, in the 2003 fashion drama "Sex and the City", although the colors of the characters' costumes were brighter than in previous works, the overall dressing style still looks shockingly tacky today.

However, some netizens expressed their opposition to this dressing style, believing that "it's not that she is too trendy, but that you are too unfashionable."

For example, one netizen said: "It is Liu Yifei's beautiful face that makes these clothes fashionable. If you remove her face, watch the drama like a shrimp, and eat it without her head, you will find that these clothes are the style of that era."

3. Victory of merchants with the same style

The era of the characters' clothing in the drama has caused endless debate among the audience, but some merchants on Taobao have made a lot of money in the process.

For example, the plaid dress worn by Liu Yifei in the drama has become a top-selling product on Taobao. The best-selling model is priced at 178 yuan per piece, more than 700 pieces have been sold, and more than 5,000 people have added it to their shopping carts. It is worth noting that the name of this store is "Hu Ge's Wife", which really understands the art of star chasing.

On the other hand, a pair of earrings that are the same as those worn by Huang Yimei in the drama were sold at a discounted price of around 47 yuan. More than 100 people bought them within a week. The name of this online store is actually called "Fan Xian Flagship Store". I wonder if the boss did it on purpose or by accident.

In addition to small and medium-sized businesses, there are also some brand clothing merchants who also want to get a piece of the traffic pool.

For example, in the Moussy Tmall flagship store, a holiday-style floral dress was labeled the same as the one worn by Huang Yimei in the drama. The discounted price was around 1,100 yuan. More than 100 people bought it within a week, and more than 9,000 people added it to their shopping carts.

The reason why so many merchants on Taobao are performing "The Story of Rose" seems to be because this TV series has huge traffic.

For example, on Weibo, the entry "The Story of the Rose" has been read over 2 billion times and discussed over 7.5 million times; on Douyin, the topic "The Story of the Rose" has been played over 13 billion times and the number of fans of the official account has exceeded 600,000.

At the same time, data from Lighthouse Professional Edition shows that the market share of "Rose Story" has reached as high as 13.05%, and it has become the next money-making tool for Tencent Video after "Joy of Life 2".

Brother Pang learned that since the broadcast of "The Story of Rose", it has been on 49 Taobao hot searches within a week, with an average popularity of 4.969 million; among them, "The Story of Rose Liu Yifei plaid skirt" ranked first on the hot search list on June 14.

In addition to the national goddess Liu Yifei, the same styles of Zhu Zhu, Wan Qian, Chen Yao, and Lan Yingying also appeared on Taobao's hot search list, becoming a reference for the audience's dressing.

4. Aesthetics are changing. In the TV series "The Story of Rose", why is the past perfect tense used for props and the present continuous tense used for clothing?

Perhaps, this is not because the producers lack common sense, but because the outfits worn 20 years ago are already out of date today.

After all, the clothing styles at the turn of the century are very different from today's aesthetics. If they are reproduced rashly, it will not only make the audience feel uncomfortable, but there is even a risk of them abandoning the show.

For example, regarding the 2009 film "Let's Watch Meteor Shower Together", some netizens complained: "Why are the styles of that era so tacky?" "The big sequined clothes make him look like a Japanese gigolo."

The reason why today's audiences generally find it unacceptable to the outfits worn at that time seems to be that China's social economy has developed rapidly in the past 40 years, causing drastic changes in aesthetics.

After all, changes in the economic base, production methods, social trends, etc. may affect the transformation of aesthetics. For example, the "large cotton-padded jacket and double cotton-padded trousers" that were once worn in the north in winter have long been replaced by light down jackets.

However, similar aesthetic changes are not prominent in works from developed countries. The dressing styles of characters in Gossip Girl in 2007 and White Tower in 2003 are not much different from those in American and Japanese dramas in recent years.

At the same time, the invasion of various foreign cultures has also had an impact on aesthetics.

For example, the non-mainstream style of Shamatte was popular around 2008. Many young people had known each other for a long time but had only seen one of each other's eyes.

The reason why this "horns on the head" hairstyle became popular all over the country and became a symbol of fashion seems to be related to the popular Korean wave and Japanese visual kei at the time.

From this point of view, the more modern dressing style not only makes the characters in the play more attractive, but also gives the audience watching the TV series more opportunities to cosplay the characters in the play.

Perhaps, life is just a play, and people in it should just enjoy it to the fullest.

Author: Pan Ge

Source: IQ Tax Research Center (ID: 1089356)