The traffic code and marketing inspiration behind the explosion of Zhang Yuqi's "Tuchao" short video

Short videos have become an important channel for information dissemination and traffic exposure. Recently, Zhang Yuqi has achieved personal popularity and IP brand reshaping with a series of creative videos that combine luxury and earthiness, bringing herself new opportunities.

Short videos have become an important front for information dissemination and entertainment consumption, and a battlefield that individuals and institutions eager for traffic exposure want to firmly control. Recently, Zhang Yuqi of Movie Planet has achieved this with a series of creative videos that combine luxury and earthiness, achieving the effect of personal popularity and IP brand reshaping, bringing herself new career opportunities.

Since the end of April, Zhang Yuqi has released four unique short videos promoting products in succession, ingeniously imitating the style of high-end luxury goods advertisements and reshaping everyday things such as preserved eggs, rock sugar, spicy strips and even sewing machines into "luxury" items that everyone can't resist.

In this series of videos, Zhang Yuqi wears a sparkling rhinestone evening dress, sparkling ten-centimeter high heels, and has impeccable makeup, but she holds spicy noodles and preserved eggs in her hands, and steps on an old sewing machine that shows obvious signs of time. She even humorously interprets the third subject of the driver's license test, showing an unprecedented beauty that combines luxury and rurality.

The essence of the video lies not only in the interesting visual mix, but also in the hilarious and unforgettable creative copywriting:

• "Real leather always has the nobility of an egg, which comes from the craftsmanship of thousands of years ago, with delicate snowflakes embedded inside, like pine and cypress, like waves. The Pirka egg is the first jewelry for young people."
• "The newly upgraded little red tube has a variety of spicy levels to meet your diverse spicy needs: mild spicy, hot spicy, Thai hot."
• "Everyone who shakes their legs has a sewing machine in their heart, with a high-end internal friction machine head, elegant paint-shedding craftsmanship, and a cool rusty pedal. This is iFENG sewing machine, born for love of shaking legs."

These four videos of Zhang Yuqi selling "alternative luxury goods" have received nearly 10 million likes on the Douyin platform. Netizens have responded enthusiastically, praising Zhang Yuqi for her unique style and her million-level aura in interpreting the various aspects of the market, creating an unprecedented "high-end local trend" path, and allowing the concept of luxury goods to freely shuttle between humor and people-friendliness.

1. Why did Zhang Yuqi’s “rustic trend” become popular?

In fact, Zhang Yuqi has experienced controversial incidents such as the "broken diamond theory" and the "699 incident", which seems to have become a symbol of consumerism. This time, she chose the "rustic trend" creative route. This style change, which seems to be completely opposite to her past image, actually contains profound strategic considerations and market insights.

In the context of a society dominated by consumerism, Zhang Yuqi's past speeches and images were closely linked to high-end consumption, but this may have given her a sense of distance, limiting her close communication with a wider audience. Therefore, turning to a "local fashion" style is actually an active deconstruction and reconstruction of her personal image, aiming to break the existing framework and reconnect with the audience with a more down-to-earth and more approachable image.

The success of this strategy lies in its clever use of contrast and humor to create a new type of content that is both novel and highly communicative. Zhang Yuqi's "Tuchao" video, by presenting ordinary items in daily life in the form of luxury goods advertisements, not only caused laughter, but also conveyed a reflection on consumerism in a subtle way, allowing the audience to feel a resonance of "avoiding consumption traps" in entertainment. This role change made her a fresh force in the torrent of consumerism and won the trust and respect of the audience.

In the era of explosive entertainment content, the biggest challenge facing artists is to continue to attract attention. Through short video platforms, Zhang Yuqi has found an efficient channel to communicate with young audiences, and has quickly increased her influence and audience base with light-hearted and humorous content. This direct and instant way of interaction allows her to maintain freshness while also building a solid fan community and enhancing fan stickiness.

The true expression of personal emotions is also an indispensable part of Zhang Yuqi's strategy. In the high-pressure entertainment industry, she releases pressure through short videos and shows a more real and unpolished side. This sincere self-display is not only a release of personal emotions, but also a brilliant public relations strategy. It helps her establish a more authentic and reliable image and build a deep emotional bond with the audience, which is difficult to match with any deliberately created image.

The popularity of this series of short videos is also related to the operation of the MCN agency behind it. At present, the MCN agency Fengqun Culture has officially announced that Zhang Yuqi has joined. This agency is regarded by many as the "most abstract" MCN on the entire network. The "Can't Afford" series previously produced by Wang Qiye packaged daily items in a luxury-like presentation method, successfully creating a strong visual and psychological contrast, which is highly similar to Zhang Yuqi's recent "Tuchao" video strategy. Both subvert tradition with humor and creativity. This is also the reason why many people feel that Zhang Yuqi's Tuchao image is a "high-end version" of Wang Qianye.

2. The inspiration that the “Tuchao” boom brings to marketing

In today's rapidly changing marketing field, Zhang Yuqi has successfully become popular again with her unique "rustic" style. Not only has it sparked heated discussions on the Internet, but studying the communication rules behind it can also provide many brands and marketers with inspiring new perspectives.

Close to young audiences, investing in future markets: In content creation, Zhang Yuqi keeps up with the cultural trends and aesthetic preferences of the younger generation to ensure the freshness and relevance of the content. This strategy can effectively attract and maintain the attention of young groups. By establishing connections with young audiences, it not only promotes immediate interaction and dissemination, but also lays a solid foundation for long-term development, because young users represent the main consumer force in the future.

Creating humor to trigger emotional resonance: In a fast-paced, high-pressure living environment, light-hearted and humorous content is like a psychological regulator, helping the audience to relieve stress and provide emotional comfort. Zhang Yuqi's videos trigger positive emotions through humorous elements, which not only enhances the appeal of the content, but also encourages the audience to share this happiness while enjoying the fun, forming a word-of-mouth communication effect. This is also applicable to brand marketing.

Self-mockery breaks down barriers and builds deep connections with affinity: Showing self-mockery and down-to-earthness breaks down the barriers between celebrities or brands and consumer fans, making fans feel close and real. This strategy helps deepen emotional communication and makes fans feel more connected and loyal to the brand.

Strong contrast creates surprises and memorable moments: The huge contrast between high-end and popular products creates a unique comedy effect and a deep memorable moment. This creative approach not only makes people's eyes shine, but also stimulates the audience's curiosity, drives them to actively explore more content, and virtually increases the brand's exposure and memory depth.

Guided by values, strengthening the resonance of ideas: The rational consumption concept conveyed by Zhang Yuqi through content coincides with the reflection of some young audiences on consumption culture, and successfully occupies a specific position in the minds of consumers. This connection based on values ​​is more profound and lasting than simple product promotion, and helps to build a positive brand image and social influence.

Conclusion

Zhang Yuqi's resurgence in popularity due to her "rustic" style proves the importance of innovation and differentiation strategies to personal brands and marketing in the current diversified media environment. It also sets a vivid example: brands and content creators are brave enough to step out of their comfort zones to embrace innovation, adapt to rapidly changing market demands with more flexible and diverse strategies, and convey positive values ​​through entertainment, which can not only achieve their own breakthroughs and growth, but also build a more far-reaching social influence.

Author: Chen Hao