The current situation of network celebrity economy.

The current situation of economic development of network celebrities.

At present, the network celebrity economy is in the stage of vigorous development. No matter its scale, the injection of Z books, the dissemination of content or the way of realizing it, there is an obvious expansion trend and a perfect industrial chain is gradually formed.

(A) the rapid economic growth of online celebrities.

Under the internet tide, the economic development of online celebrities must rely on the strong industrial chain support, including online celebrity incubation companies, online celebrity training companies, online celebrity brokerage companies, social platforms and e-commerce platforms. The economic development of network celebrities has promoted the development of many related industries and promoted the upgrading of industrial structure, such as tourism, service industry and product suppliers. Xi 'an, the "city of network celebrities" that has sprung up suddenly in the past two years, can be clearly seen.

The rise of network celebrity economy provides more employment and entrepreneurial opportunities for young people, and the development of network economy is becoming a "reservoir" of labor force. More and more people regard "network celebrity" as a kind of income-earning profession. As far as the "network celebrity city" is concerned, while stimulating tourism demand, the demand for catering industry and hotel accommodation in the city will also increase, and the demand for waiters will also increase.

(b) A large amount of Z capital is injected into the economy of online celebrities.

Different from the law of diminishing marginal income of traditional industries, the economic industry of online celebrities has the phenomenon of increasing marginal income. The more fans online celebrities attract, the higher their economic income will be. Therefore, with the rapid development of network celebrity economy, a large number of Z books are gradually injected into the field of network celebrity economy. According to the statistics of CIC consultants, about 53.7% of the live broadcast platforms have received financing.

Z, the live broadcast platform has become a hot spot in the Z market with lightning speed. Z-capital investment has injected "blood" into the network celebrity economy and promoted the further development of the network celebrity economy and industry.

Third, the development trend of China's network celebrity economy

(1) In terms of development, the fields and contents of online celebrities tend to be diversified.

Since the rise of the media era, fragmented information has become more and more abundant, and information dissemination methods such as micro-reading, pictures and short videos are more easily accepted by the masses. Internet celebrities cover more and more fields, such as food, clothing, housing and transportation, from makeup, beauty, food, games to sports, finance and other fields that require professional knowledge. Network celebrities have various forms of content dissemination, such as live broadcast, topic creation, WeChat official account article push, short video and so on. With the popularity of Wifi and 4G networks and the widespread use of smart phones, the rise of short videos has been favored by more and more online celebrities and has become the first choice for online celebrities to push content to fans.

(B) From the professional form, network celebrities tend to be professional.

In order to meet the diverse needs of online celebrities, more and more professional online celebrities began to appear, including beauty bloggers, food bloggers and game anchors. Some athletes and scientists have also joined the self-media platform, combining their professional knowledge with their daily life, and spreading their contents to the public through various forms, such as Zeping Macro and Wu Xiaobo Channel, to express their views on the economic situation in the public; Li, a well-known food blogger on Weibo Platform, promoted food to the public through video.

(3) From the realization form of online celebrities, online celebrities have diversified realization forms.

The essence of network celebrity economy is fan economy, the essence is the monetization of network celebrity values and audience attention resources, and the core is the realization of traffic and content. 20 18, the industry of online celebrities involves hundreds of millions of people, and the realization mode of online celebrities mainly includes the following fields: 1. e-commerce. The representative is T Bao online celebrity store, which has promoted the further development of e-commerce field; The second is advertising. Internet celebrities implant advertisements on various social media through content release or live broadcast to promote products; The third is live sharing. The fourth is the signing fee. Fifth, fans reward.

(D) From the composition of the industrial chain, the industrial chain of online celebrities continues to expand.

From the perspective of industrial chain, the economy of online celebrities is firstly "produced by online celebrities", mainly packaged by brokerage companies or incubators to create "online celebrities", followed by "online celebrity communication", including dual micro-social platforms and various short video and live broadcast platforms to promote online celebrity products for fans; Finally, it is "the realization of network celebrities", mainly through e-commerce, advertising, live sharing, fan rewards and other channels of realization. The industrial chain of online celebrities has been continuously extended, and all links can be favored by Ziben, which has linked various institutions and achieved a win-win situation.

(5) From the operating mode, the economic operation of network celebrities is professional.

Due to the increase of fans' consumption demand and the improvement of product quality, the quality and professionalism of online celebrities' output content have gradually improved, and online celebrities have to shift from individual to team cooperation, thus prompting many professional operating companies for online celebrities. Therefore, the network celebrity economy not only includes the economic benefits directly formed by network celebrities, but also includes the derivative economy such as network celebrity incubation service, network celebrity brokerage service, software and hardware services provided by social platforms and data analysis services formed around network celebrities.