How Beauty and Fashion brands leveraged The Story of Yanxi Palace

The Story of Yanxi Palace is a Chinese television drama that has been viewed over 5 billion times and is now ranked number one amongst Weibo's hottest topics. The popularity of the drama is inarguably due to the carefully crafted scenes, and sophisticated period costumes which won the hearts of many.  Kantar Media CIC’s Trendwatch report seeks to pinpoint the target audience driving the viewership and analyse topics that businesses can leverage upon for better branding.

Demographic of viewers

The main audience of the show is highly educated females ranging from 25 - 30 years old. These women not only have keen interest in the drama's plot, they also look out for the fashion, make-up and traditional handicraft related to the drama.

Brand examples: H&M and Guerlain

Due to the extremely large number of discussions centering on the costumes and accessories, brands such as H&M have already proactively launched products similar to the Morandi colour scheme. 

Additionally, Guerlain came out with three "gem lipsticks", representative of three notable concubines and consorts played in the drama. 

Our viewpoint

Chinese consumers are increasingly invested in online media and popular television series, which provides an avenue for industries to improve their branding. The story of Yanxi Palace has specifically provided opportunities in the beauty industry.  Additionally, products that are rich in culture and are aligned with the drama have a very high potential for monetisation. It is essential for companies to be astute in capturing these trends in the media scene.

The full case study is available from the Kantar Media CIC Trendwatch report including additional quantitative evidence on buzz volume and engagement for the two shows and their pre-show marketing campaigns, and deep dives on the specific topics in netizens’ discussions and popular keywords used in social media platforms.  To receive a copy of the full report, just complete the form on the right.

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