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]

Core Viewpoint - The article discusses the trend of celebrities, particularly in the entertainment industry, selling online courses aimed at personal development and success, highlighting the financial success and market dynamics of this phenomenon [5][19][20]. Group 1: Celebrity Course Selling - Chen Lan, known as "Xiang Tai," launched a course titled "Xiang Tai's Upward Social Circle," priced at 399 yuan, which has generated nearly 2 million yuan in sales across multiple platforms within a few days [5][9]. - The course consists of recorded and live sessions, focusing on themes of personal success and happiness, appealing to young workers seeking guidance [9][10]. - The trend of celebrities selling courses is becoming crowded, with many stars leveraging their fame and life experiences to attract buyers, despite criticisms regarding the depth and authenticity of the content [14][18]. Group 2: Market Dynamics - The knowledge payment industry in China has seen significant growth, with market size increasing from 2.65 billion yuan in 2016 to 112.65 billion yuan in 2022, and projected to reach 280.88 billion yuan by 2025 [21]. - The low cost of entry for celebrities to enter the course-selling market, combined with their built-in audience, makes it an attractive avenue for monetization [20][21]. - The article notes that the emotional value of these courses often outweighs their practical value, as many consumers are drawn to the perceived wisdom and life experiences shared by celebrities [18][24]. Group 3: Consumer Behavior - Consumers, often feeling lost or overwhelmed, are willing to invest in these courses for psychological comfort, as the price point of 399 yuan is seen as accessible [23][24]. - The courses are marketed as a way to connect with high-quality social networks and gain insights into personal development, appealing to individuals seeking to improve their lives [10][12]. - The phenomenon reflects a broader societal trend where individuals look to external sources for guidance in navigating personal and professional challenges [23].

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].

Core Insights - The article discusses the rise of celebrity-led online courses, particularly focusing on the success of "Xiang Tai Xiang Shang Gui Mi Quan" by Xiang Tai Chen Lan, which combines success and happiness studies to attract a wide audience [2][8][12]. Group 1: Course Details - The course is available in both recorded and live formats, with three sessions currently online, each lasting 10 to 20 minutes [2][13]. - The entry fee to join the "Xiang Tai Gui Mi Quan" is 399 yuan, and as of September 2, the total sales across platforms like Douyin, WeChat Video, and Xiaohongshu reached nearly 2 million yuan [2][10]. - The course aims to help participants "stabilize their core and eliminate internal conflicts," covering aspects such as personal growth, career, family, finances, and social connections [8][12]. Group 2: Celebrity Influence - At 68 years old, Xiang Tai presents herself as a high-energy figure, contrasting with younger individuals who may feel disillusioned [3][10]. - Xiang Tai's content has gained significant traction, with her short videos on topics like marriage and personal empowerment garnering hundreds of thousands of views [4][6]. - The celebrity's approach to selling courses taps into the growing trend of knowledge monetization, where personal experiences and insights are packaged for sale [18][35]. Group 3: Market Trends - The knowledge payment industry in China has seen substantial growth, with market size increasing from 2.65 billion yuan in 2016 to 112.65 billion yuan in 2022, and projected to reach 280.88 billion yuan by 2025 [36]. - The article highlights the crowded market of celebrity courses, with many stars entering the space, making it increasingly competitive [21][28]. - The phenomenon of celebrities selling courses is seen as a low-cost way to monetize their personal brand, leveraging their existing fan base for additional revenue streams [35][36].

Core Insights - The rise of celebrities selling online courses reflects a growing trend in the knowledge payment industry, with significant sales figures indicating strong market demand [1][4][31] - The courses often focus on personal development themes, such as success and happiness, appealing to a wide audience seeking guidance in their lives [2][4][11] Group 1: Course Offerings and Sales - The course "向太向上闺蜜圈" was launched by celebrity Chen Lan, featuring content on success and happiness, with a total sales figure of nearly 2 million yuan across multiple platforms by September 2 [1][4] - The course is priced at 599 yuan, with a discounted price of 399 yuan, and includes a series of recorded and live sessions [4][9] - The course content includes personal stories and theories on success, with a focus on family background and career development [9][11] Group 2: Market Dynamics and Celebrity Influence - The knowledge payment market in China has seen substantial growth, with the market size increasing from 2.65 billion yuan in 2016 to 112.65 billion yuan in 2022, and projected to reach 280.88 billion yuan by 2025 [31] - Celebrities leverage their fame and personal experiences to attract customers, often leading to high sales volumes despite varying levels of content quality [28][30] - The trend of celebrities selling courses has created a crowded market, with many stars entering the space, leading to questions about the authenticity and value of the content offered [15][26][30]

Core Viewpoint - The phenomenon of celebrities selling online courses is growing, but the long-term value of knowledge paid by celebrity influence is questionable [5][10][30] Group 1: Celebrity Course Sales - Celebrities like Wang Feng and others are leveraging their influence to sell online courses, with Wang Feng's music course priced at 299 yuan, promising to teach creation in 30 days [3][5] - The sales figures reveal a stark contrast; Wang Feng's live session sold 5,600 courses, while the average daily sales for his associated music academy are only 30 [6][10] - Other celebrities, such as Wang Leehom, also face challenges, with his high-priced course selling only 626 units, indicating a struggle in sustaining sales [13] Group 2: Consumer Perception and Trust Issues - Many consumers are purchasing courses based on the illusion of connection with their idols rather than the actual value of the content [15][20] - The initial excitement fades as users scrutinize the course content, leading to dissatisfaction when they find it lacks depth compared to free resources available online [17][20] - The rise of piracy is undermining the value of these courses, with counterfeit versions being sold at significantly lower prices, further eroding consumer willingness to pay for original content [20][22] Group 3: Lessons from Established Educational Models - Successful educational models, like Niu Ban Music School, focus on content quality and clear outcomes rather than celebrity branding [23][25] - These models emphasize ongoing engagement and measurable progress, contrasting with the one-time sales approach of celebrity courses [25][29] - Personalized services and community engagement are essential for enhancing user experience and retention, which celebrity courses often lack [29][30]

Core Viewpoint - The article discusses the launch of "Future Music Academy" by singer Wang Feng, which includes an online music course priced at 299 yuan, featuring 30 pre-recorded lessons and 3 live sessions with professional music teachers [1][6]. Summary by Sections Course Details - The course consists of 30 recorded lessons and 3 live sessions, covering various aspects of music, including rhythm, the origins of modern pop music, and emotional expression in singing [1][4]. - The course is designed for beginners, with a 30-day completion timeline and assessments for advanced learning opportunities, including participation in Wang Feng's live events [6][11]. Marketing and Sales Performance - Wang Feng promoted the course through social media, including multiple videos demonstrating singing techniques [6]. - Initial sales figures showed a disappointing performance, with only about 425 courses sold on Douyin as of July 21, despite a previous live session selling over 5,600 courses in one day, generating approximately 1.67 million yuan in revenue [7][11]. Company Background - "Future Music Academy" is associated with Beijing Xiangxin Weilai Education Consulting Service Co., Ltd., established in April 2023, with Wang Feng as the actual controller and beneficiary [14]. - The trend of celebrities entering the education sector has been noted, with comparisons to other stars like Wu Yanzu, who also faced scrutiny regarding the quality of their courses [14].