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 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].