In China, most of the followers of Internet celebrities are young people. According to Baidu Zhidao big data statistics, among the people who follow Internet celebrities, young people under the age of 25 account for more than 86%. The post-90s and post-00s have become the main force of Internet celebrities, and more than 70% of them are women.
Most of the domestic Internet celebrities are engaged in e-commerce. They rely on e-commerce platforms to promote activities. It is said that on the “Double 11” day in 2016, one out of every seven clothes was sold by Internet celebrities. With the increase in domestic vertical websites and overseas shopping websites, e-commerce platforms have more and more opportunities to seek cooperation with Internet celebrities, which has also greatly promoted the development of the Internet celebrity economy in the early stage of China.
(1) Endorsement income. Merchants cannot afford to hire first-line stars to endorse, so Internet celebrities are naturally the first ones they consider to cooperate with.
(2) Promotion and advertising. Internet celebrities advertise in their own Moments, Weibo, Space or public accounts to help merchants promote and profit.
(3) Internet anchors. Internet celebrities usually make money by giving gifts, such as Huajiao Live and Kugou Music Zone.
(4) Running announcements. They earn income by supporting businesses, performing on the road, or working as part-time models.