The rapid development of mobile Internet has changed all aspects of people's lives. The information transmission mode has changed from single center to multi-center, non-hierarchical and synchronous rapid transmission. From "centralization" to "decentralization", the impact on the social system is enormous, and new possibilities are emerging every day; The full popularity of smart phones and tablets has ruthlessly eroded the right to speak of traditional media, and new media has become the mainstream crowd to obtain information; Traditional industries are being subverted, and the whole society is being pushed to the crossroads of transformation-whether it is an industry or an individual, transformation is not a multiple-choice question, but a fill-in-the-blank question with standard answers. It's time for us to make a "self-revolution". This is also the best time, full of miracles.

This is also the best time.

The giant who originally ordered the world may stumble overnight and be shot dead on the beach by the back waves; And the little-known mistress may suddenly appear. Ordinary people have become beauty celebrities, fashion celebrities, reading celebrities and investment celebrities through the Internet ... The explosive development of the mobile Internet has brought countless opportunities, and consumer sovereignty has broken the original way of making stars. The public uses their power to find their idols.

Who is an online celebrity?

To understand this problem, we must first understand the definition of online celebrities.

In a narrow sense, the definition of "online celebrity" is limited to young women who have a youthful and beautiful appearance and are good at marketing. They accumulate fans by creating beautiful, optimistic and distinctive personal images on various social media. Today, the word network celebrity has its own meaning. Broadly speaking, any account on social media such as Weibo, WeChat and blog. Based on portraits, those who have certain social assets can be called "network celebrities".

So in my opinion, anyone who has a certain popularity, a certain number of fans and a certain fan appeal on the Internet can become an online celebrity. Of course, there is a certain difference between "online celebrities" and "celebrities". Literally, it is easy to recognize that online celebrities must have developed by relying on the internet. From the scope, "red people" include "network celebrities".

Therefore, from a well-known UP master, a well-known anchor, and Li Jiaqi, the king of delivery, to a minor celebrity in a certain field, such as excellent coser and celebrity fans, all can be counted as online celebrities. So what are the characteristics of online celebrities?

Network celebrities have obvious labeling, distinctive personality, unique personal charm, popular talent, positive energy and affinity, and also need the development and management ability of stores. On the whole, online celebrities have a clear positioning, rely on personality charm and have the ability to realize traffic.

Network celebrity economy

As a new thing in recent years, the network celebrity economy shows great vitality. Diversion from network celebrities to realize traffic realization is one of the main marketing methods of major businesses in recent years.

When it comes to online celebrity economy, we have to mention "fan economy". The fan economy has a long history. Stars rely on fans' loyalty and strong purchasing power, as well as Shang Yan's endorsement. The ultimate goal is to introduce "fan income" to the entrusted merchants. Therefore, in the economy of online celebrities, this principle also applies.

Compared with star economy, network celebrity economy has two advantages-low cost and low risk. Relying on the internet, online celebrities can maintain a certain exposure and keep in touch with fans, which is within reach and leaves a lot of costs. At the same time, if there is an unexpected risk, you can directly cancel the contract and hide in the snow, and the follow-up treatment is not so troublesome. Please refer to Shimada Hanzo Forest for details.

Typical analysis of network celebrity economy

In the live broadcast rooms of Li Jiaqi and Li Jiaqi, the number of fans in the live broadcast room of Li Jiaqi reached 36.835 million. Live broadcast has become a new battlefield for 20 19 selling goods, and the e-commerce+live broadcast model has created a market of 100 billion. Nowadays, the mode of e-commerce+live broadcast is widely used.

So, why did Li Jiaqi achieve such a great success? The first is professionalism. Since the live broadcast, Li Jiaqi's body has undergone many irreversible changes. Long-term phone calls made him suffer from severe bronchitis, and once he relapsed, he had difficulty breathing. All his close colleagues carry his "life-saving medicine" with them. In order to protect his lips, he always wears thick lipstick when he doesn't eat, and he can use up one piece in less than 10 days. Every time he goes abroad, he will buy 10 pieces of goods at one time. As a Hunan native, he gave up eating spicy food and drinking white wine, and put a separate insurance on his lips. Fans sometimes suggest that Li Jiaqi try the color with his arm, but Li Jiaqi asks him to provide the best service for the fans: "Be sure to try it on my mouth, because it's my job, and you don't need to feel sorry for me because of my job. That's why I can make money. It's part of my income, right? So I'll tell them that it's not your pity for Li Jiaqi, right? It's just my job.

First of all, the unique live broadcast style. His live broadcast always looks energetic and interesting, which makes the audience interested in watching it continuously.

Secondly, he is good at grasping people's consumption psychology and inciting the audience to make impulsive consumption. Finally, the latest Li Jiaqi+product spokesperson's cooperative live broadcast not only attracts people who have watched the live broadcast, but also attracts star fans, so as to tap the potential market as much as possible.

Finally, the popular Li Jiaqi is well known and has become one of the hot topics among young people. There is a phenomenon that people spend money to keep up with the trend. It can be said that Li Jiaqi is a cash cow in the live broadcast industry.

Guofeng brand Li Ziqi Li Ziqi is the other extreme. At the fast-paced moment, Li returned to the countryside, relying on short video websites and Weibo to make beautiful videos, giving people an intuitive aesthetic feeling. The foothold is ingenious, and cultural consumption has always been the focus. China's culture is profound, but in fact, few modern people can keep it in their daily life. For historical reasons, the Chinese nation has a strong sense of national pride and cultural identity. This policy suits the right medicine and hits the bull's-eye.

At the same time, she was praised by CCTV. For people, this means an official guarantee that they will be more eager for her. What makes Li different is that her popularity is not limited to China, but even popular.