Analysis – Why is the Internet celebrity economy so popular?

　　In summary, this year can be said to be the year of the outbreak of the Internet celebrity economy. The so-called Internet celebrities no longer just refer to posting delicious food and beautiful photos on Weibo. E-commerce platforms are also another career path for Internet celebrities. Internet celebrities have rich topics, huge fans, strong monetization capabilities, and gradually form new industrial chains, which have gradually become an important social phenomenon in the mobile Internet era.

　　This phenomenon may occur, which can be roughly attributed to the following three reasons:

　　First of all, the trend of slowing growth of the online shopping model on the mobile side requires e-commerce companies to demand new explosive points. Various e-commerce platforms have begun to pay attention to the traffic dividends brought by content, and various female e-commerce platforms have begun to move towards the "e-commerce + content + community" model. This model is very good at Internet celebrities. In the early days, in order to attract fans to continue to pay attention, Internet celebrities always put content first to maintain their stickiness. At the same time, the professional characteristics of Internet celebrities are full of expressiveness.

　　At the same time, since e-commerce platforms can monetize Internet celebrities, Internet celebrities have invested in the e-commerce industry to monetize. According to iResearch data, by 2018, the scale of the Internet celebrity industry will reach RMB 101.6 billion.

　　The second is the upgrade of consumer consumption. Due to the improvement of living standards, consumers are not only simply satisfying their own consumption in terms of consumption, but the proportion of enjoyment-oriented consumption is gradually increasing. In terms of enjoyment consumption, the trend of women's fashion socialization is particularly obvious, which also meets the market demand of Internet celebrities to gain more consumers.

　　As of now, we can see that the more famous internet celebrities basically have these common points: there are many professional models, a large number of fans on Weibo, women aged 21 to 26, who live in first- and second-tier cities, like to share clothes and wear, beauty recommendations, etc., and these just meet the needs of today's female consumers. From the consumer's perspective, Internet celebrities with large fans and strong stickiness have great advantages.

　　Finally, the Internet industry is intertwined, promoting the development of the Internet celebrity economy. Due to the cross-section of popular industries in online variety shows, e-sports, live broadcasts and other industries, it provides rich resources for Internet celebrities to select target audiences, show themselves, accumulate fans, interact with fans for a long time, increase fan stickiness, and a suitable monetization platform.

　　The basic reasons for the explosion of the Internet celebrity economy this year are nothing more than the above three points. If nothing unexpected happens in the next few years, I believe that with the gradual development and improvement of the Internet celebrity economy, it will have a greater impact on e-commerce platforms and mass consumers.

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