influencer e-commerce: from the peak to the predicament, looking for the possibility of rebirth

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with the popularization of 4g technology and the explosion of live broadcast dividends, celebrity e-commerce has ushered in new development opportunities. the rapid rise of anchors such as li jiaqi and wei ya has injected new vitality into the celebrity economy and reshaped the e-commerce industry landscape. however, this rapidly changing environment has also brought new challenges.

traditional influencer e-commerce has a single model, insufficient profitability, and is unable to meet the diverse needs of consumers. emerging e-commerce platforms and live streaming sales models continue to challenge the stability of the influencer economy, and zhang dayi has to face the cruel reality. he closed some of his taobao stores and chose to transform, trying to find development opportunities in new areas.

this is not just zhang dayi's personal choice, but the dilemma faced by the entire celebrity economy. they used to be representatives of the celebrity e-commerce field, but now they are facing an insurmountable gap. their growth experience also reflects the complexity faced by the celebrity economy.

with the booming development of the cultural and entertainment industry, business models centered around influencers, objects, virtual images and other media are developing rapidly. advertising marketing and e-commerce monetization have become the main monetization methods of the influencer economy and have gradually become the main force of the influencer economy. however, the monetization model of the influencer economy is also facing new challenges. how to balance data authenticity and commercial value is the key to the future development of the influencer economy.

faced with new challenges, the influencer economy needs to find new breakthroughs and growth points and re-examine its development direction.