餐饮倒闭、潮牌亏钱，内娱的风开始刮向“卖课”

Core Viewpoint - The trend of celebrities selling online courses has gained momentum in the entertainment industry, with various stars launching knowledge-based products to generate income amid declining traditional revenue streams [1][8]. Group 1: Celebrity Course Offerings - Celebrities like Xiang Tai Chen Lan and Yi Nengjing have launched courses priced at 599 yuan, with discounts bringing the price down to 399 yuan, and have seen significant sales, with Xiang Tai's course selling over 5,000 copies and generating more than 2 million yuan in revenue [1][3][7]. - The courses are marketed as personal development and emotional intelligence training, with claims of providing life experiences and philosophies, although the actual content and value have been questioned by consumers [3][7][11]. Group 2: Market Dynamics - The entertainment industry is experiencing a shift as traditional income from acting is declining, with projections indicating a significant drop in box office revenues, prompting stars to seek alternative income sources [8][9]. - The rise of knowledge-based courses is seen as a response to market saturation and changing consumer expectations, with many stars leveraging their personal brands to attract buyers [9][11]. Group 3: Financial Implications - The knowledge payment model is perceived as having lower risks and more stable returns compared to live-stream selling, allowing celebrities to monetize their influence over a longer term [9][11]. - The profitability of knowledge courses is highlighted, with examples such as Wu Yanzu's English course achieving over 5 million yuan in sales within five days, showcasing the market potential for celebrity-led educational products [11]. Group 4: Challenges and Criticisms - Despite the initial success, there are concerns regarding the actual value of the courses, with many consumers expressing skepticism about the practical benefits and the depth of content provided [14][17]. - The knowledge payment sector faces scrutiny over issues like false advertising and refund difficulties, leading to calls for regulatory oversight to ensure quality and accountability in course offerings [15][16].