告别“流量批发”，明星入驻这本账怎么重算？

Core Viewpoint - The entry of Jackie Chan into Xiaohongshu signifies a shift in the relationship between celebrities and content platforms, reflecting deeper changes in how stars engage with audiences and create content [1][8]. Group 1: Celebrity Entry into Platforms - The early phase of celebrity entry into platforms like Douyin and Kuaishou was characterized by a highly industrialized approach, where stars were seen as assets to rapidly expand user base and visibility [2][3]. - In 2020, Douyin began systematically building a celebrity ecosystem, inviting top artists to enhance user recognition and engagement, with significant metrics such as Douyin's daily active users surpassing 600 million [3]. - The initial focus was on the celebrity's social recognition rather than their content creation abilities, as platforms prioritized immediate user engagement and visibility over long-term content quality [3][4]. Group 2: Challenges and Shifts - As the number of celebrity accounts increased, diminishing returns became evident, leading to a decline in user excitement and engagement with celebrity content [4][5]. - Many celebrity accounts entered a low-frequency update phase, limiting their content to interactions with fans and reducing broader user engagement [4]. - The industry began to transition from a phase of simply "buying visibility" to a more analytical approach, assessing the cost-benefit ratio of celebrity partnerships [5]. Group 3: New Dynamics in Content Creation - Xiaohongshu represents a different model, allowing celebrities to enter the platform in a more relatable manner, focusing on building trust and relationships with users rather than just driving traffic [6][8]. - Celebrities like Dong Jie have successfully leveraged this model, achieving significant sales figures through consistent and authentic content sharing, with GMV reaching 505.4 million in her first live stream [6][8]. - The platform encourages a more personalized and lifestyle-oriented approach, allowing celebrities to reshape their public image through everyday interactions rather than solely commercial objectives [6][7]. Group 4: Observations on Jackie Chan's Entry - Jackie Chan's entry into Xiaohongshu is noteworthy as it tests the potential for a long-established cultural icon to adapt to a platform focused on lifestyle and trust-building [8]. - The success of this endeavor will depend on whether he can authentically engage with the platform's audience without conforming to its typical fast-paced content demands [8]. - This case may indicate a broader shift in the industry, suggesting that celebrity engagement is evolving from a focus on immediate metrics to a more nuanced understanding of relationship-building and content expression over time [8].