Andy Lau has been in the entertainment circle for 25 years since 198 1. The debut novel "Going to the Angry Sea" earned HK$ 6.5438+0.5 million, becoming the third person to break this box office record after Bruce Lee and Jackie Chan in Hong Kong in the early 1980s.
The most commendable thing is that Andy Lau, one of the four great kings in the past, did not grow old with time. So far, he has made 138 films, with 12 films in the most year. In music, Andy Lau has won more than 300 music awards, with an average of 12 awards per year. What is old is appearance, but what is not old is human heart. Andy Lau is still trying to continue his immortal legend. However, analyzing Andy Lau's step-by-step development from a folk grassroots to today's Emperor superstar is a road to personal brand achievement behind the fanaticism of groupies.
First, clear positioning.
All Andy Lau fans know that Liu Tianwang's real name is Liu Furong. Andy Lau once said unjustly, "People think that Andy Lau is my stage name, but that's actually my real name! When I was born, my father named me Andy Lau. Liu Furong is the name I changed after I went to elementary school. "
198 1, and attend the artist training class of TVB. Later, he always knew the way he was going. In the middle, he once asked Du Guowei, the head teacher at that time, whether he wanted to be a very popular idol with many fans or an actor with good acting skills. Up to now, he still chose the latter. Being a good acting actor has been Andy Lau's constant orientation and goal for 25 years! Because of this, in his long personal career, Andy Lau almost didn't want to win the public's attention by his handsome appearance or opportunism, but insisted on his brand positioning of "acting", and at the same time attracted the attention of the media through a positive image, and finally achieved great success! Therefore, compared with those "idolaters" who deliberately hype, constantly create so-called scandals, and even make themselves famous through plastic surgery and "exposure", Liu Tianwang is a well-deserved real star by borrowing a sentence from the movie "Mobile Phone".
Second, justice and positivity.
Brand awareness is not equal to reputation. When some domestic stars are frequently criticized by the public like clowns because of their lack of historical knowledge or even ignorance, it is a classic for Andy Lau to forge his own reputation!
When Andy Lau was invited to film the Nanjing Massacre at the American International Film and Television Center, the organizer asked Andy Lau to play a Japanese gentleman, but Liu refused. Liu said, "This time I'm here to shoot a positive actor." Members of the Japan International Film and Television Center in the United States asked Andy Lau, "Why do you think playing the Japanese is a negative image?" Andy Lau said: "The whole world knows that the Japanese invaded China. If you pay tribute to the dead people of China on behalf of Japan when the people of China were slaughtered by the Japanese in this play, I will play a gentleman on the hill! The Japanese members left angrily, and the next day, Andy Lau refused to appear in the play. Over the past 25 years, Andy Lau has always shown a positive screen image, and rarely changed his role orientation for the so-called quick appearance or box office. After a long period of accumulation, Andy Lau has established a personal brand image that is highly responsible for society and herself! It can be said that Andy Lau is more successful because he can maintain a unified image on and off the screen, in movies and in life! In this way, the image on the screen and the people outside the screen form a complementary effect! This is unique among many artists in Hong Kong! Zhang Ziyi, another popular international movie star in China, is good at marketing, but her grasp of justice and positivity is much weaker than that of Liu Tianwang. For example, playing the image of a Japanese geisha has been reviled and criticized by many people in China, which undoubtedly greatly reduced her reputation and affected the healthy growth of her brand image in many people's minds. However, many domestic stars often let their brands swing behind the scenes, between clowns and gentlemen for film contracts or film preparations. Although the popularity can continue to rise, but such a brand is unstable and highly resistant!
Worship and love for heroes has always been a feature of Andy Lau. Andy Lau's dream is to play his idol, Zhao Yun, the legendary hero of China. The Resurrection of the Dragon is a movie starring Zhao Yun and Zhao Zilong. It is based on the last battle between Shu and Wei after the death of Liu Bei, Zhang Fei and Guan Yu in the second half of the novel "The History of the Three Kingdoms", which fully shows Zhao Zilong's wisdom and martial arts and a series of difficulties Liu Bei faced after his death. I can get what I want this time, and I believe that Liu Tianwang can achieve greater success and sensation!
Third, dedication and persistence.
As an artist, the hard work of filming can be imagined; As for the star among the stars, Andy Lau's words and deeds are not to be missed by artists. So Andy Lau pays more attention to the degree of hard work and dedication.
Hua Zai's new album "Say I Love You Again" took two years and seven months to compose and write lyrics. At the MV shooting scene, Hua Zi, who was drenched by the rain, was drenched and filmed for nearly half an hour. The hard work is far more than that, because mosquitoes appeared after the heavy rain in the overgrown cemetery, and almost everyone on the scene was bitten by dozens of bags by poisonous mosquitoes. Hua Zai was also bitten by the next "biggest bag" in his right eye. Andy smiled and said to the director, "Oh, no, next, you can only shoot my left face." Finally, after Hanako applied the potion, the redness and swelling subsided slightly, and he continued to make up and shoot. The new album tells the profound feelings that everyone will encounter in daily life. These feelings may be ignored and cherished after they are lost. Just like a lyric written by Hua Zai himself: "I want two people to cover a quilt, brush their teeth and wash their faces together, and then I realize that I lent the opportunity to tomorrow by mistake ... I really want to hold your hand and say I love you again."
When Andy Lau first entered the business, the Hong Kong film industry was in full swing and there were many opportunities. At that time, if the film owners wanted to have fun, they acted a lot of chasing girls and Jianghu films. Many directors have looked for him. As long as we find him, the movie will become very gimmicky. By the middle and late 1990s, Hong Kong movies were in a slump, and many low-budget movies appeared. Many people who make movies in Hong Kong want to make quick money. But those who can persist in the downturn are people who really have ideals and really like movies. At this stage, Andy Lau often asked his then class teacher Du Guowei if he had a good notebook to invest in shooting. The persistence and love for Hong Kong movies can be seen! After 25 years' efforts and repeated precipitation in the entertainment circle, Andy Lau won the title of "the most dedicated Hong Kong artist", which is well deserved. Moreover, when some Hong Kong stars went to Hollywood to develop after becoming famous, Andy Lau insisted on staying in Hong Kong to explore the future of Hong Kong films and build his own brand. It is this rare determination that makes people say that Hong Kong artists must mention Andy Lau. Therefore, Andy Lau's status as a superstar is irreplaceable.
Fourth, reduce the negative.
Andy Lau always remembers that artists should "give" and "provide". He will take special care of the audience and media. He is considerate, and he knows what people want from him. Some people say that Andy Lau's performance may not be the best, but he supplemented it with other factors, and he did his best within his ability. So, even if the environment changes, he will always be at the top. For example, early performances may not be physical. Later, with such a trend, Andy Lau went to fitness to meet the needs of the audience. So is the media. He provided enough material for the media and even set a topic for the media to report, so he is the least concerned by paparazzi among artists, and he has a good relationship with the media. "consideration" is something that many artists are unwilling to do. It's hard, and it takes a lot of effort. But Andy Lau knows what an entertainment circle is, and his enthusiasm is rare among Hong Kong artists.
Andy Lau and Leslie Cheung have many similarities. They are all handsome. First the stars, then the actors. However, Leslie Cheung is not as committed to the WTO as Andy Lau is. He is so persistent in some things that he can't pass his own test. Nicholas Tse, as soon as he came out, was sharp and powerful, but that's his character. He needed some precipitation. In the past 25 years, Andy Lau has successfully dominated the news media, especially without being troubled by scandals, and there are few negative reports! This shows Andy Lau's superb grasp of the media and skillful communication skills! In the media age, this is extremely valuable! Compared with other entertainment stars in Chinese mainland, Hong Kong and Taiwan, it is much more clumsy! Too many negative news, such as "playing big cards", "gossip" and "beating scandals", are easy to be exposed. Although sometimes it is media reporters who catch shadows, it is the artist's own brand that is ultimately injured.
Fifth, join in public welfare.
Andy Lau, who has always been famous for her love, can be said to be a model of China's entertainment circle. Besides the all-round development of movies and songs, she is also a very caring person. In addition to often participating in charity performances, Andy Lau also serves as a love ambassador for the Paralympic Games. In order to support the prevention and treatment of hepatitis B, she even blew herself up and was once a virus carrier.
Andy Lau recalled that he had made a set of movies, so he spent half a year with dolphins, and they also had deep feelings. "At that time, because of the need of the plot, I wanted to scold the dolphin face to face, but the dolphin thought I was really scolding it, so I was unhappy and slowly alienated from me. It finally took me months to coax it back. They are very much like children! " Andy Lau's love image is vivid. In Andy Lau, where the public service endorsement of any charity activity never fails, Andy Lau actively endorsed the public service advertisement "I want to study" in order to support and publicize the domestic Hope Project. Hua Zai looks like a bookworm, dressed in fresh clothes and carrying a schoolbag. A series of public welfare activities, while enhancing the significance and spirit of the activities themselves, have made Andy Lau's personal brand reputation more deeply rooted in people's hearts and won more fans' support and love. Because, although the actor's style will be "carrots and vegetables, each has his own love", love, public welfare and sympathy for the disadvantaged groups are the mainstream of society and public opinion! Therefore, Liu Tianwang is also a master of communication.
When Carina Lau, Gillian and other Hong Kong artists are "overexposed" because of the unethical behavior of entertainment reporters, Andy Lau can immediately stand up and denounce the paparazzi's misdeeds! So as to win the love and support of all artists in Hong Kong and Taiwan, which is actually a public welfare act in the entertainment circle. Because of this, Andy Lau's consumer groups can expand day by day, which really made him prosperous for 25 years!
Sixth, keep some mystery.
Age and marriage have always been sensitive topics that artists try their best to avoid. Andy Lau seldom keeps his age a secret. This is related to the brand positioning of his original "acting school"! However, for love and marriage, it has always made entertainment people want to stop!