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In the early morning of December 29th, Meng Yutong rarely posted a suspected response to Dong Mingzhu's angry criticism! She posted on social platforms that "if your heart is complete, there will be no regrets in the world." She talked about how she felt the embodiment of happiness when she traveled in Tohoku. Everyone loves to laugh, enthusiastic, open-minded, as if all the busyness of the world has nothing to do with here.
She said that misfortune and happiness come and go, and joy and sorrow come by themselves. If you only practice in good times, you will never be able to see your true self. She also said that all troubles have nothing to do with the outside world and are her own problems. Life is long, and it has its own answers.
On December 14, a video of "Dong Mingzhu angrily reprimanding Meng Yutong" circulated on the Internet, causing heated discussions. Some bloggers shared the video, Dong Mingzhu mentioned Meng Yutong again at the induction ceremony of the 2023 college students of Gree Electric. Dong Mingzhu said that at that time, in the Xi program, he liked Meng Yutong's diligence and was selected to be a secretary, but he was unsatisfactory at work, and only thought of using the Gree platform to be an Internet celebrity himself, which had a bad impact in the company. She also said in the meeting that just thinking about making more money is no different from the walking dead, and that money should not be the dream of college students, money is the result of struggle.
With the popularity of social media and the increased demand for personalized content, influencers have attracted a large number of fans and followers by posting a variety of content. This trend has also given rise to the influencer economy, which includes a variety of business models such as endorsements, live sales, and fan economy. However, the influencer economy is also facing problems such as a crisis of trust and uneven content quality, and it is necessary to strengthen industry self-discipline and regulation.
——The development process of Internet celebrity culture
With the rapid development of the Internet celebrity economy, a number of KOLs with online influence have been born in China. KOLs use their own influence and unique advantages to carry out accurate and efficient marketing on purchases and transactions for fan groups that have formed a certain scale. KOLs with high conversion rates have gradually developed into the core element of live broadcast e-commerce, "people", that is, anchors. The formation of influencer culture and the penetration of KOL influence also drive the vigorous development of live broadcast e-commerce.
——The conversion rate of online celebrity e-commerce is 50 times that of traditional e-commerce
Influencer e-commerce refers to a business model in which content producers with online influence (influencers) recommend or sell products to users (fans) through e-commerce platforms, that is, use the Internet to monetize their own traffic. At present, mainland Internet celebrity e-commerce has formed a complete industrial chain, including Internet celebrities, MCN agencies, content e-commerce integrated marketing agencies, platform channels, supply chain enterprises and brands.
Since influencer e-commerce allows KOLs to interact directly with users (fans) through the Internet, influencer e-commerce is more interactive than social e-commerce and traditional e-commerce. In the current "fan economy", its purchase conversion rate is much higher than that of other forms of e-commerce. According to the data, the purchase conversion rate of top online celebrity e-commerce is as high as 20%, while the highest purchase conversion rate of social e-commerce is only half of that of top online celebrity e-commerce, and the purchase conversion rate of traditional e-commerce is only 0.37%. "I like you and I trust you, so I would be more willing to buy from you. "The market size of online celebrity e-commerce has reached 79 billion yuan, with a compound annual growth rate of 87% from 2015 to 2019.
A number of practitioners said that the Internet celebrity industry generally needs to dock with multiple departments such as network information, radio and television, market supervision, and taxation, such as market supervision corresponding to product quality and live broadcast content corresponding to the Internet information department, which are mainly "post-event supervision" of the industry. If platforms, enterprises, etc. have relevant demands, it is difficult to find a department that can make decisions. The industry expects to strengthen the "ex-ante supervision" of the Internet celebrity economy, from "ex-post supervision" to "ex-ante supervision".
A number of industry insiders suggested that legislation should be strengthened, the role of industry associations should be brought into play, the healthy development of the industry should be ensured, and the Internet celebrity economy should be effectively promoted to become a long-term red economy.
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For more research and analysis of this industry, please refer to the "Research Report on Business Model Innovation and Investment Opportunities of China's Internet Celebrity Economy" by Qianzhan Industry Research Institute.
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