当巨星IP告别“流量批发”，明星入驻这本账怎么重算？

Core Viewpoint - The entry of Jackie Chan, a 70-year-old superstar, into the Xiaohongshu platform reflects a significant shift in the relationship between celebrities and content platforms, indicating a move towards a more nuanced and sustainable engagement model rather than mere short-term visibility [4][10][13]. Group 1: Celebrity Engagement Evolution - The early phase of celebrity engagement on platforms like Douyin and Kuaishou was characterized by a focus on rapid user expansion, where celebrities were seen as "ready-made assets" to amplify platform visibility [5][9]. - By 2020, Douyin began systematically building a celebrity ecosystem, inviting top artists to enhance user recognition and engagement, with Douyin's daily active users surpassing 600 million [5]. - Kuaishou attracted celebrities like Jay Chou through exclusive partnerships, achieving significant engagement metrics, such as 2.2 billion views during Jackie Chan's live debut [7][9]. Group 2: Shift in Content Strategy - As the number of celebrity accounts increased, the initial excitement waned, leading to a decline in user engagement and highlighting the limitations of the previous model focused solely on visibility and user acquisition [9][10]. - The transition from a "buying fame" approach to a more calculated evaluation of celebrity partnerships reflects a need for platforms to reassess the cost-benefit ratio of celebrity collaborations [10][12]. - Xiaohongshu's model allows celebrities to engage in a more relatable manner, focusing on building trust and relationships with users rather than merely driving sales [10][12]. Group 3: Jackie Chan's Unique Position - Jackie Chan's entry into Xiaohongshu is noteworthy due to his long-standing public image and cultural significance, presenting an opportunity to explore how his "slow variable" celebrity value can be translated within Xiaohongshu's community-focused environment [13][16]. - The success of Jackie Chan on Xiaohongshu will depend on his ability to authentically engage with users over time, potentially opening new pathways for celebrity involvement in content communities [13][16]. - This engagement may not yield immediate financial returns but could signify a broader re-negotiation of how celebrities interact with platforms, emphasizing expression and relationship-building over mere incremental growth [16].