The Bridging Role of the Platform in the Development of the Celebrity Peripheral Industry: Taking Xiaomang as an Example

Chenglu Guo

2025

Abstract

Against the backdrop of the booming cultural industry and the prevalence of star - chasing culture, the role of platforms in the star - related peripheral industry is becoming increasingly crucial. This study focuses on the Xiaomang platform, deeply analyzing its internal relationships with brands and consumers. Relying on the rich variety show and TV drama IP resources of Hunan Satellite TV, Xiaomang has achieved remarkable results in the field of star - related product sales. Its Gross Merchandise Volume (GMV) exceeded 10 billion yuan in 2023, and reached 6.65 billion yuan in the first half of 2024, with a year - on - year growth of 50%. Brands inject core resources such as fan traffic into Xiaomang, and Xiaomang reciprocates with innovative business models and precise services, such as creating the "No.1" brand. The platform integrates diverse peripheral products, creating a convenient shopping channel for consumers. Consumer feedback, in turn, promotes innovation for both the platform and brands. The three are closely linked and mutually beneficial, jointly driving the development of the cultural industry. However, since this study uses Xiaomang as a single case, the generalizability of the conclusions is limited.

Paper Citation

in Harvard Style

Guo C. (2025). The Bridging Role of the Platform in the Development of the Celebrity Peripheral Industry: Taking Xiaomang as an Example. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 517-522. DOI: 10.5220/0014137600004942

in Bibtex Style

@conference{apmm25,
author={Chenglu Guo},
title={The Bridging Role of the Platform in the Development of the Celebrity Peripheral Industry: Taking Xiaomang as an Example},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={517-522},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014137600004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Bridging Role of the Platform in the Development of the Celebrity Peripheral Industry: Taking Xiaomang as an Example
SN - 978-989-758-791-7
AU - Guo C.
PY - 2025
SP - 517
EP - 522
DO - 10.5220/0014137600004942
PB - SciTePress