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].

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].