向太直播卖课，399就能“向上社交”？

Core Insights - The article discusses the recent shift of Chen Lan, known as "Xiang Tai," from selling low-cost beauty products to offering a premium course priced at 399 yuan, aimed at helping individuals connect with high-quality social networks [1][4][6] - The course has generated over 2 million yuan in sales across platforms like Douyin, Xiaohongshu, and WeChat Video [1][3] Group 1: Course Details - The course titled "Xiang Tai's Upward Circle" includes three recorded sessions, each lasting between 10 to 20 minutes, focusing on personal development and success theories [8][14] - The course is marketed primarily towards women seeking to enhance their personal and professional lives, with a promise of exclusive access to a "high-quality circle" through an electronic membership card [6][8] Group 2: Market Context - The trend of celebrities selling courses reflects a broader shift in the live-streaming e-commerce landscape, where knowledge-based products are becoming more popular due to their low-cost monetization potential [9][11] - Other celebrities, such as Yinengjing and Wang Jing, have also entered the knowledge-selling market, indicating a growing trend among public figures to leverage their personal brands for financial gain [9][14] Group 3: Consumer Reception - While the course has attracted interest, there are significant criticisms regarding its value and the authenticity of the content, with some consumers questioning the effectiveness of the course and the legitimacy of the promised benefits [12][16] - The phenomenon highlights a societal trend of success anxiety and the desire for upward mobility, which the course aims to address, although the actual outcomes may be difficult to achieve [16][17]