---
title: "Bai Baihe's Affair Hurts These Brands, but Compared to Him, It's Just a Minor Issue"
description: "On April 12, 2017, at 12:12, paparazzo Zhuo Wei exposed Bai Baihe's affair, boosting his career. While Bai Baihe's actions impacted her endorsed brands, especially Jiangzhong's Hougu Mixian, the article also highlights other celebrities whose scandals harmed brands, and warns against using tainted celebrities for endorsements, citing Jackie Chan's 'curse' as a cautionary tale."
author: "老纳"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2017-04-13"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/LjLYAnXd_5iCXeHxxN38PQ"
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---

# Bai Baihe's Affair Hurts These Brands, but Compared to Him, It's Just a Minor Issue

> On April 12, 2017, at 12:12, paparazzo Zhuo Wei exposed Bai Baihe's affair, boosting his career. While Bai Baihe's actions impacted her endorsed brands, especially Jiangzhong's Hougu Mixian, the article also highlights other celebrities whose scandals harmed brands, and warns against using tainted celebrities for endorsements, citing Jackie Chan's 'curse' as a cautionary tale.

On April 12, 2017, at 12:12, Bai Baihe had an affair.
After being criticized several times, the top paparazzo Zhuo Wei finally turned the tables by exposing Bai Baihe's affair in a suspenseful manner, earning back some face for his Weibo-verified title of 'top paparazzo.'
Bai Baihe can be said to have saved Zhuo Wei's declining career. In the Yang Mi and Liu Kaiwei incident, everyone thought Zhuo Wei would produce an atomic bomb, but he only set off a firecracker. In the Lin Dan and Chen He cheating scandals, Zhuo Wei didn't show his top paparazzo prowess, as if he were still living in the glory of the 'Monday See' from the Wen Zhang and Yao Di affair.
Over the years, Zhuo Wei lived under pressure, with detective Zhao Wuer stealing his thunder. Finally, by holding onto a 'red heart,' he turned the tables. What allowed Zhuo Wei to persist for twelve years? It must be that 'every man has a red star in his heart.' This persistence is also because everyone is waiting for the red apricot to climb over the wall. Bai Baihe is not fighting alone at this moment; Ma Rong, Chen He, and Wen Zhang are spiritually possessing her. The great cheating team, this time, should not give the drug-taking team or the prostitution team any chance.
I believe all viewers have already seen the video of Bai Baihe's affair. Let's be fair: does Bai Baihe's behavior look like an extramarital affair? No, it looks more like flirting between young lovers. Compared to Lin Dan and Chen Sicheng's sneaky behavior, Bai Baihe is more open, since she even had her assistant present during those intimate actions. That means everyone knew that Bai Baihe and Chen Yufan had probably divorced long ago, and now they are just putting on an act to deceive their child and investors, because not every divorced person gets the treatment Chen He did. Especially since Bai Baihe's career is on the rise, news of divorce would definitely affect her market value. But this has hurt the companies that trusted her.
But this paper will eventually be pierced. Bai Baihe successfully saved Zhuo Wei's declining career but hurt the brands she endorsed.
Companies Hurt by Celebrities Over the Years
Celebrities are risky; endorsements require caution. Celebrity endorsements are a double-edged sword: used well, they can open up a new world for a company; used poorly, they can harm the company itself. That's why the central government issued regulations stating that celebrities must bear responsibility if the companies they endorse have problems, preventing celebrities from casually endorsing milk powder and health products, and eliminating celebrities like 'Hou Yaohua.'
Compared to celebrities hurt by companies, companies hurt by celebrities are worse off. After being implicated by a company, a celebrity can apologize, switch endorsements, or find someone to whitewash their image. Haven't we seen Ni Ping, after being named a 'Backbone of the Republic,' was exposed for immigrating (she denied it by showing her passport, but later netizens exposed her immigration to the US, also revealed by Zhuo Wei's Fengyun Studio), and now she's been reshaped into a great patriotic and family-loving woman? Compared to these celebrities, companies suffer much more, often losing tens of millions because of one spokesperson's scandal.
After Bai Baihe's affair, many public accounts quickly dug up the brands she endorsed. For example, in 2012 she endorsed Tissot watches, in 2013 she endorsed Natural Hall, Fujian Haocaitou, Extra gum, and Chunxiang milk. In 2016, she endorsed the UK antibacterial brand Lifebuoy and the French outdoor brand Peihuo—for these two brands, her endorsement contracts should still be ongoing.
Among these brands, the most heartbreaking is Jiangzhong Hougu Mixian. (Many people mistakenly write it as 'Hougu' with the wrong character; those who do probably have never worked in FMCG.)
Jiangzhong Group is one of the few successful cross-industry companies in China. From a pharmaceutical group entering the fiercely competitive FMCG industry, Jiangzhong's vision and execution are admirable. With the 'Hougu nourishes the stomach' claim and Xu Jinglei's intellectual female image, Hougu biscuits became the top gift brand in biscuits, with sales exceeding 3 billion yuan. But later, too many copycat companies using the 'Hougu' name made biscuits, dragging the price from over 90 yuan per box down to 30 yuan, ruining the market.
Jiangzhong Group then tried to enter the even more competitive beverage industry, launching Lancome for eye care and Hougu beverage for stomach care, but due to fierce competition and strategic missteps, these two drinks are now on the verge of being phased out.
In 2016, Jiangzhong Group returned to its stomach-care roots, launching the niche product Jiangzhong Hougu Mixian and hiring Bai Baihe as spokesperson. Using the same formula, all packaging featured Bai Baihe's image. They also sponsored Hunan TV's 'Back to Field' program. With Jiangzhong's strong stomach-care endorsement, Jiangzhong Hougu Mixian was snapped up as soon as it hit the market, even selling out at times. With the popularity of 'Back to Field,' Bai Baihe, as a guest, frequently promoted the mixian, making it likely to recreate the glory of Hougu biscuits.
When everything was moving toward happiness, and Jiangzhong was only 0.01 centimeters away from creating a hit product, its spokesperson Bai Baihe fell. This time, forget about nourishing the stomach; consumers will feel nauseated.
Compared to other brands Bai Baihe endorsed, where she just appeared in ads, Hougu Mixian had Bai Baihe's image everywhere: all outer packaging, all contents, all advertisements. What to do? Should the recorded show still air? Should these images be changed? These are all big money.
Two other brands were innocently caught in the crossfire. One is Baiqueling, where Bai Baihe was a former spokesperson, and on March 31, they rode on the coattails of Bai Baihe's new film 'The Missing' (directed by Xu Jinglei, starring Bai Baihe; both have endorsed Jiangzhong—what a fate for Director Xu). The other is Liby, which sponsored 'I Am a Singer.' Bai Baihe was set to sing with Zhang Bichen. What a situation! Fortunately, it was the finals, which were broadcast live, not recorded. If it were recorded, would they air it? Not airing would be a loss, and airing it without blurring would be problematic. Luckily, with live broadcast, there was time to change the lineup, so Liby dodged that bullet.
Some brands are even more pitiful: every time another celebrity has a scandal—cheating, drug use, or soliciting prostitution—their past association with tainted artists gets dug up again, reopening wounds just as they were healing.
As netizens said, 'First, go to Bai Baihe's Weibo and write 'Zhuo Wei Tour Group,' then go to Chen Yufan's Weibo to offer condolences, then go to Zhuo Wei's Weibo to encourage him to keep working hard and not get complacent. Then go to the cast of 'Love Is Not Blind' and tell them to rename it 'Cheating for 33 Days.' Then go to Chen He, Wen Zhang, Yao Di, Zhang Zixuan, Lin Dan, and Chen Sicheng's Weibos and scold them. Then go to Ko Chen-tung's Weibo and tell the drug-taking team to keep working hard, and finally find Huang Haibo and Wang Quan'an and tell the prostitution team not to give up.' Who said onlookers are forgetful? No, as soon as something happens, everyone brings up the past.
And those hurt brands silently cry, 'When will you leave us alone?' So let me tell you about companies that have been hurt by celebrities over the years.
Earlier, we mentioned Ko Chen-tung from the drug-taking team. The heartthrob who became famous with 'You Are the Apple of My Eye'—that movie was also cursed: the screenwriter-director Giddens Ko had an affair, and Ko Chen-tung used drugs. I'm worried about Chen Xiao for no reason.
Getting off track. After Ko Chen-tung became famous, he quickly became a hot star across the strait, and endorsement contracts poured in. Let's talk about the FMCG brands he endorsed. He and Ethan Ruan endorsed Quaker, a food brand under PepsiCo, which was about to start the second half, but he was expelled during halftime.
Even more pitiful was Trident under Kraft. With the 'Can't Stop' ad and Ko Chen-tung's immense popularity, Trident was poised to surpass Wrigley's Doublemint. Unfortunately, it stopped. There was even a rumor that netizens said, 'Now we know why Trident can't stop—because of drug use.'
As for Wall's Cornetto, it became not so cute anymore.
The only good thing is that these brands didn't have the spokesperson's image all over the packaging like Jiangzhong Hougu Mixian. My heart goes out to those POP posters.
Jaycee Chan, who was caught with Ko Chen-tung, also endorsed two FMCG brands. One was Rio sugar-free mints. Well, we finally found the reason for RIO cocktail's decline—it shares the same name as Rio. The spokesperson is cursed.
The other brand was Dove chocolate. Did the nerdy guy who borrowed books win the goddess's heart? How many people were waiting for that ending, only to have Jaycee Chan's drug use ruin it.
Of course, some brands were luckier and cleverly avoided risky spokespersons. But they still get mentioned when their former spokespersons get into trouble.
For example, Fujian Haocaitou switched to Wang Ludan, who looks exactly like Bai Baihe. And Arowana switched its spokesperson to Huang Xiaoming and Angelababy before Lin Dan's affair, but people still dug up that they were showing off their love while one was cheating. The same goes for Red Bull, which Lin Dan endorsed.
The Strongest Curse
Before Chen Xuebing's drug use was exposed, he said he would give tainted artists a chance. I don't know if everyone has forgiven these tainted artists, but they are already whitewashing themselves. Chen He doesn't need mentioning—his 'good man, good father' flag hasn't fallen. Zhang Zixuan has raised the banner of a virtuous wife and good mother. Wen Zhang is desperately trying to clean up his image. Yao Di has already made a comeback. Ko Chen-tung has started playing police officers. Jaycee Chan, with his father Jackie Chan's help, starred in the anti-Japanese film 'Railroad Tigers.' And Wu Yifan's reputation has never been affected.
Whether to give these tainted artists a chance—I can't speak for others. Some say, 'What does it matter to you if others cheat, do drugs, or solicit prostitutes?' Well, for those with warped values, I have nothing to say. We've been preaching the Five Stresses, Four Beauties, and Three Loves for years, and promoting civility and positive energy, but we still haven't educated the blind fans. So I won't say more. But if companies want to hire these tainted artists as spokespersons, I advise against it. Because it might not just be a loss of money; it could be the death of the entire company. Don't believe me? Let me give you an example of a senior artist.
When it comes to cheating, Jackie Chan should be the most famous artist, even the pioneer of celebrity cheating. The exposed incident is the 'Little Dragon Girl' that he still hasn't acknowledged. Due to underdeveloped information at the time, people had limited access to news, and only Hong Kong tabloids made a fuss over the gossip, which soon died down. It didn't affect Jackie Chan's status or film achievements.
But since then, Jackie Chan has been under a curse: any brand he endorses is doomed. In the 1980s, Subor collapsed. He endorsed Aido VCD, and the boss was arrested. He endorsed Fenhuang Cola, and it died. He endorsed Taihe Courtyard, and two buildings caught fire. He endorsed Bawang shampoo, and Bawang was rumored to contain carcinogens and died. He endorsed Volkswagen's Caddy, and it withdrew from the Chinese market. He endorsed Missing dumplings, and Missing was delisted, and the dumplings were involved in a Staphylococcus aureus incident.
We don't deny Jackie Chan's artistic achievements or his dedication to film. But, sorry, 'Look up, heaven has never spared anyone.' Companies should stay away from Jackie Chan and other tainted artists.
**Also pushed with FMCG Disciples**
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