五十而“创”：吴彦祖的斜杠人生与慢商业版图

Core Viewpoint - The article discusses actor Daniel Wu's entry into the live-streaming e-commerce space, highlighting his unique approach to brand building and content creation, which diverges from traditional celebrity endorsement models [1][2][7]. Group 1: Daniel Wu's Live Streaming Debut - Daniel Wu made his first live-streaming appearance on Douyin on May 21, 2025, as an "English teacher," attracting 19.03 million viewers and selling over 30,000 courses, generating revenue between 10 million to 25 million yuan [1]. - Despite the success of his debut, Wu has not returned to the e-commerce live-streaming scene, focusing instead on video production, coffee development, and lifestyle sharing [1]. Group 2: Brand Development and Philosophy - Wu's brand "Zuhaus" aims to create a lifestyle platform, emphasizing a collaborative approach rather than traditional celebrity endorsement, with a focus on authenticity and personal engagement [2][4]. - The brand has achieved a three-dimensional synergy of content, brand, and consumption within a year, with significant viewer engagement and course conversion rates [2]. Group 3: Challenges and Market Positioning - The brand's strategy involves deep personal involvement from Wu, who is committed to maintaining authenticity and quality in his projects, contrasting with many failed celebrity ventures in the past [6][12]. - The current consumer trend shows a preference for genuine products that address real needs, with a willingness to pay a premium for emotional value rather than superficial features [7][8]. Group 4: Future Outlook and Brand Strategy - Wu's approach is characterized by a focus on long-term trust-building rather than short-term traffic gains, aiming to present a relatable and authentic image to consumers [14][15]. - The brand does not plan for large-scale physical store openings, prioritizing genuine experiences over viral marketing tactics, reflecting a shift in how celebrities engage with their audiences [16].