Not long ago, a media organization made a special topic: What will celebrities do after they lose their jobs?

Angelababy blurted out: "Go sell steamed buns." (TFBOYS member) Wang Yuan is from Chongqing and likes hot pot the most. He said, "If I don't become an artist, I will open a hot pot restaurant." Opening a hot pot restaurant not only allows you to eat what you want, but also allows friends to come

You can also get a private room and have fun.

Wang Junkai's answer was very pragmatic, saying that he wanted to open a clothing store and be the owner.

Mao Buyi said that he wanted to be a landlord, because landlords do not have to work and sleep, and they have income after sleeping.

Yue Yunpeng said that he wanted to be a Taobao store owner and sell special underwear.

...Do you think these A-list celebrities are joking?

Data from 2019 shows that nearly 2,000 film and television companies closed down in a year, and 65% of actors did not have any film or television dramas broadcast.

Dilraba said on a variety show in August: "I haven't filmed for eight months this year." Similarly, the idol of the previous generation, Huo Jianhua, also laughed at himself, "I have been unemployed for a long time."

When Ming Dao participated in "Actors Please Take Your Place", he revealed that he had not acted for more than half a year.

There are many reasons why first-line stars are losing their jobs: some are older and are replaced by newcomers; some have scandals that hurt their characters and affect the status of the protagonist; some are not from a professional background and have average acting skills; some are because their salary expectations are too high and they have to wait.

Wait and see; there are former child stars who are gradually being forgotten... However, the most common saying this year is that "Internet celebrities beat celebrities."

Is this the truth?

01. Celebrities are losing their “traffic dividends” and Internet celebrities are winning “category dividends.” Internet celebrities have accelerated their “starification”. Li Jiaqi’s traffic for “carrying goods” far exceeds that of first-line celebrities. Taobao anchor Wei Ya and “Douyin singer” Liu Yuning

Also active in popular variety shows.

On the contrary, stars in the "unemployment wave" are constantly looking for new ways out, such as actively entering the field of live streaming to bring goods, but their commercial energy is not as good as that of some TOP Internet celebrities.

Are celebrities really defeated by internet celebrities?

This is not the point.

There is no need for you and me to follow the trend, "I would rather be treated as a pig than to be in the spotlight." I believe that celebrity artists are losing the "traffic dividend", while Internet celebrities and KOL (opinion leaders) are winning the "category dividend".

What is "traffic dividend"?

Traffic, that is, user time.

Official data shows that the number of Internet users in mainland China exceeds 1 billion, and the average daily online time is close to 6 hours (traffic peaks).

Movies, TV series, and celebrity gossip are no longer where users spend the most time.

Nowadays, the average daily online time of domestic users is 6 hours, about 1.5-2 hours of social chatting, and 1 hour of browsing information. Short videos and Internet celebrity live broadcasts account for 1.5-2 hours, leaving only 1.5-2 hours for celebrities and artists.

There is a little time left.

What is "category dividend"?

Internet celebrities and KOLs in emerging categories are constantly being discovered and become new traffic centers.

In the past, KOLs were mainly popular Internet celebrities, many of whom were slender-faced, fair and beautiful, good at improvisational performances, and particularly fun to talk about. In recent years, Internet celebrities have evolved from the original mass Internet celebrities to gourmet, maternal and child, cosmetics, sports, etc.

Expansion by field, for example, KOL marketing has become a mainstream method in beauty, maternal and infant and other industries; in the past year or two, such as Internet celebrity customer service, Internet celebrity shopping guide, Internet celebrity chef, Internet celebrity teacher, etc. have become highlights, 360 lines "

"Professor" has gradually become an Internet celebrity. Li Jiaqi also started as an Internet celebrity shopping guide and gradually became a public Internet celebrity.

The traffic dividend is passing, but the category dividend is still continuing.

The content output of Internet celebrities and KOLs is becoming more and more informative and closer to commercial realization needs.

At present, there are millions of people in China who have become “professional Internet celebrities” and have become real beneficiaries of category dividends.

Relevant data shows that in 2019, China's online live broadcast users approached 500 million, and more than 20% of professional anchors earned more than 10,000 yuan a month.

Data from Kuaishou's e-commerce companies show that the transaction volume of Kuaishou anchors with more than 1 million fans increased nine times last year, while the transaction volume of Kuaishou anchors with more than 200,000 fans increased 34 times during the same period.

There is a famous saying in "Advertising": Where the public pays attention, that is the source of wealth.

KOLs at all levels have risen rapidly with the help of new economy and new media means, and continue to explore category dividends, and quickly and accurately empower the network traffic they stimulate to consumer brands. They form the center of attention that modern business cannot bypass.

Those Internet celebrities and KOL (opinion leaders) are more fun, more approachable and infectious, and are more adaptable to the social business changes of this era. They have gradually surpassed traditional film and television stars and won the advantage in "potential energy", just like

Like a black hole, it sucks in all resources and becomes the overwhelming winner.