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 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].