Core Viewpoint - The article discusses the emerging trend of female celebrities, such as Xiang Tai, Yi Nengjing, and Huo Wenxi, selling online courses focused on personal growth, wealth, marriage, and family issues, marking a shift from traditional skill-based courses to more personal narrative-driven content [4][5][15]. Group 1: Course Offerings and Sales - Xiang Tai's course, "Xiang Tai's Girlfriend Circle: High-Energy Women's Growth Course," has sold 17,394 copies at a price of 399 yuan each, generating nearly 7 million yuan in revenue [6]. - The course includes 23 recorded sessions and a special "girlfriend card" for exclusive monthly live sessions, indicating a blend of recorded and live content [6][7]. - Other celebrities like Yi Nengjing and Huo Wenxi have also launched similar courses, with sales reaching the hundred-thousand level, particularly excelling on platforms like Douyin [9][15]. Group 2: Marketing and Business Model - The marketing strategy involves creating a persona around the celebrities, with courses designed to attract users through relatable personal stories and high-quality production [11][17]. - The initial low-priced courses serve as a lead generation tool, with the ultimate goal of converting users to higher-priced offline events, such as exclusive workshops and private meetings [11][16]. - The operational model includes partnerships with service providers for course production, with costs ranging from thousands to tens of thousands of yuan depending on the production quality [11][12]. Group 3: User Engagement and Community Building - The courses are not just about content delivery; they also aim to build communities where users can share experiences and support each other, particularly among women facing similar life challenges [8][17]. - Yi Nengjing's courses tap into the growing "healing economy," creating a community that invites professionals like psychologists and wellness coaches to enhance the user experience [17]. - Users perceive these courses as a form of emotional support or "spiritual massage," indicating a shift towards courses that address psychological and emotional needs rather than just practical skills [17].

Core Insights - The article discusses the trend of female celebrities, such as Xiang Tai, Yi Nengjing, and Huo Wenxi, selling online courses focused on personal growth, wealth, and relationships, which has gained popularity since August 2023 [1][2][3] Group 1: Course Offerings and Sales - Xiang Tai's course, "Xiang Tai's Girlfriend Circle: High-Energy Female Growth Course," has sold 17,394 copies at a price of 399 yuan each, generating nearly 7 million yuan in revenue by December 3 [1][2] - The course includes 23 recorded sessions and a special "Girlfriend Card," allowing users to access monthly private live sessions with Xiang Tai [2] - Other celebrities like Yi Nengjing and Huo Wenxi have also launched similar courses, with sales reaching the million level, indicating a strong market demand [5][6] Group 2: Marketing and Content Strategy - The marketing strategy for these courses involves creating a unified aesthetic across social media platforms, featuring polished images and impactful quotes [2] - The content of the courses often revolves around personal stories of overcoming adversity, appealing to audiences seeking inspiration and guidance [6][14] - The courses are designed to create a sense of community among participants, with users sharing personal experiences and challenges in dedicated groups [7][14] Group 3: Business Model and Revenue Streams - The initial course sales serve as a lead generation tool, with the ultimate goal of converting customers into higher-paying offline events, such as exclusive workshops and private meetings [8][12] - The production costs for these courses can range from several thousand to tens of thousands of yuan, depending on various factors [8] - The underlying business model relies on leveraging celebrity influence to create a continuous revenue stream from recorded content and subsequent upselling of premium experiences [13][14] Group 4: Market Context and Challenges - The trend of celebrities selling courses is seen as a response to the challenges faced in other ventures, such as restaurants and live commerce, which have not been as successful [13] - The emotional aspect of these courses is highlighted, as they are perceived as a form of "emotional business," providing users with a sense of relief and support [14][15] - However, there is a growing skepticism among consumers regarding the authenticity and value of these courses, as many have experienced disappointment with similar offerings in the past [15]