The Bridging Role of the Platform in the Development of the

Celebrity Peripheral Industry: Taking Xiaomang as an Example

Chenglu Guo

Japanese Major, North China University of Technology, 100144 Beijing, China

Keywords: Cultural and Creative Industries, Brand, Consumer, Star Related Industries.

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.

1 INTRODUCTION

With the rapid development of China's economy and

technology, the scale of the cultural industry has been

continuously expanding. The phenomenon of star -

chasing has evolved into a highly influential cultural

trend, with a vast and diverse audience with a wide

age range. According to the Art World Theory, the

establishment of the star - related cultural industry

involves numerous participants. Among them, the

platform that connects products and consumers,

though often overlooked, holds a pivotal position in

the industrial ecosystem.

Currently, most research on star - related products

focuses on isolated aspects such as production,

consumption, and development. Although these

studies have provided valuable experience and ideas

for creating an industry favored by star - chasing

groups, they have scarcely addressed the significant

impact of the intermediary platform. In fact, as a

crucial link in the sales process, the intermediary

platform plays an indispensable role in the course of

industrial development.

This research aims to thoroughly explore how the

intermediary platform effectively connects brands

and consumers, thereby promoting the prosperity and

development of the industry. The Xiaomang platform

is selected as a typical case for analysis. As a

promising e - commerce platform under Mango TV,

Xiaomang has demonstrated strong development

momentum in the field of star - related product sales.

Research on it is expected to offer novel ideas and

directions for the innovative breakthrough of the star

- related cultural industry.

2 LITERATURE REVIEW

Zhang Jie, in Analysis of Mango TV's Operational

Model, pointed out that Hunan Satellite TV, by

leveraging its unique program resources and IP

construction strategies, has crafted a highly

competitive content matrix. This has attracted a large

number of viewers, thus laying the groundwork for

the study on the correlation between the Xiaoming

platform and brands (Zhang, 2024). Zhang Yang, in

*Exploration of the Innovative Model of Radio and

Television Media Empowering E - commerce

Development: Taking 'Xiaoming E - commerce' of

Hunan Radio and Television as an Example*,

elaborated on the innovative practice of Xiaoming E

- commerce in integrating content and sales. This

Guo, C.

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

DOI: 10.5220/0014137600004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 517-522

ISBN: 978-989-758-791-7

517

work holds significant reference value for the present

research (Zhang, 2024). Cai Qi's research delved into

the impact of fan economy on the cultural industry,

offering a perspective for understanding the

consumption - driving factors within the star - related

peripheral industry (Cai, 2018). Zhao Shuguang's

discussion on IP operation is conducive to analyzing

the commercial logic underlying the Xiaoming

platform's development of peripheral products based

on IP (Zhao, 2017). Chen Shao Feng’s summary of

the innovative trends in cultural industry business

models can serve as a reference for the study on the

business closed - loop of the Xiaoming platform

(Chen, 2019). Li Wenjing’s research on the marketing

strategies of cultural and creative products has

inspired the marketing practices of the Xiaoming

platform (Li, 2020). Zhou Jianxin emphasized the

interactive relationship between cultural brand

building and industrial development, which has

guiding significance for analyzing the brand

cooperation between Xiaoming and Hunan Satellite

TV (Zhou, 2016). Huang Jing's empirical research

uncovered the influencing factors of consumers'

cultural product consumption behavior, which is

beneficial for understanding consumer behavior on

the Xiaoming platform (Huang, 2019). Yu Guoming's

exploration of media convergence provides a

directional guide for the development of the

Xiaomang platform (Yu, 2018). Hu Zhengrong's

proposed cultural industry ecosystem theory aids in

analyzing the industrial ecological relationships of

the Xiaomang platform (Hu, 2021). Henry Jenkins

explored the phenomenon of media convergence and

proposed that in the convergence culture, consumers

are no longer passive recipients but participants in

content creation and dissemination. The article

pointed out that the boundaries between different

media platforms are gradually blurring and content

flows among multiple media. (Jenkins, 2006).

"Fandom: Identities and Communities in a Mediated

World" focuses on fan culture and fan communities.

It studies the identity formation and community

building of fans in the media world and the role of

interaction within fan communities in promoting the

development of fan culture. At the same time, it

explores the evolution of fan culture under media

dissemination (Gray et al., 2007).

3 RESEARCH FINDINGS AND

DISCUSSIONS

3.1 Platform Advantages

The "content + video + e - commerce" business closed

- loop constructed by the Xiaomang platform is

highly distinctive. On this platform, users can not

only effortlessly purchase peripheral products but

also actively engage in online activities such as movie

- watching. They can passionately exchange movie -

watching experiences with creators and other fans,

significantly enlivening the atmosphere within the fan

community.

In the commodity co - creation process, the

Xiaomang platform fully respects the creativity of

consumers. When fans put forward unique ideas for

character badges, the platform responds proactively.

It collaborates with professional design teams to

optimize these creative concepts. This process not

only demonstrates the platform's emphasis on fans'

creativity but also makes fans feel that their self -

worth is recognized. For instance, after the optimized

character badges were launched, they triggered a

buying spree among fans, which attests to the

significant effect of this model in enhancing

consumers' sense of participation and belonging.

The Xiaomang platform has achieved remarkable

results in activity recruitment and idea solicitation.

All kinds of themed activities hosted by the platform,

such as the recruitment for star - fan offline public

welfare activities and the solicitation of ideas for

continuing variety show plots, have attracted the

enthusiastic participation of a large number of fans.

On average, each activity has attracted thousands of

participants, and numerous effective suggestions

have been collected through these activities. Based on

fans' suggestions, the platform continuously

optimizes its functions and expands its product

categories. For example, following fans' suggestions,

peripheral products such as retro photo albums of

specific stars were added. This initiative has been

highly popular among fans, further enhancing the

alignment between the platform's operations and

consumers' demands.

The advantages of the Xiaomang platform also

manifest in its robust resource - integration

capabilities. It collaborates intensively with Hunan

Satellite TV. By leveraging the abundant resources

and strong brand influence of Hunan Satellite TV, it

offers users a greater abundance of high - quality

content and products. The video resources on the

platform are rich and diverse, encompassing various

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popular film and television programs, exclusive

variety - show segments, and more. This enables

users, in addition to watching programs, to gain an in

- depth understanding of the stories behind the stars.

Moreover, the Xiaomang platform features a

simple, aesthetically pleasing interface design that is

easy to operate. Whether on mobile devices or

desktop computers, users can effortlessly browse and

purchase peripheral products. Concurrently, the

platform offers a personalized recommendation

service. It precisely recommends relevant products

based on users' interests and preferences. In terms of

logistics and delivery, the Xiaomang platform

partners with multiple well - known logistics

enterprises to ensure that products are delivered to

users in a timely and accurate manner. Its efficient

logistics and delivery system further enhances the

user's shopping experience.

By virtue of its unique business closed - loop,

abundant resources, and favorable user experience,

the Xiaomang platform has achieved remarkable

success in the star - related peripheral market, laying

a solid foundation for the development of the

industry.

3.2 The Connection Between the

Platform and Brands

3.2.1 Brands Provide Resources to the

Platform

The IP resources of Hunan Satellite TV are rich,

diverse, and highly influential. "Happy Camp",

having amassed extraordinary popularity over the

years with its unique entertainment ambience, has

emerged as a classic in the variety show domain. The

character images like the "Happy Family" and various

classic game segments within it have long been

deeply ingrained in the audience's memories. "Back

to Field" showcases a refreshing rural style and

authentic star - life portrayals. From warm family

settings to rustic rural experiences, it offers the

audience a distinct perception of life. "Sisters Who

Make Waves" shatters the traditional girl - group

mold. With its unique female allure and inspiring

narratives, it has garnered extensive public attention.

The numerous vividly characterized female figures it

has created have become the focal point of social

discourse.

In addition, Hunan Satellite TV also has a series of

popular IPs such as "Day Day Up", "Singer", and

"Where Are We Going, Dad?". "Day Day Up" takes

promoting traditional Chinese culture as its core.

Through wonderful program content and interactions

among hosts, it showcases the unique cultures and

customs of various regions in China. "Singer" gathers

numerous powerful singers, bringing the audience a

series of thrilling musical feasts. "Where Are We

Going, Dad?" focuses on the parent - child

relationship. Through the outdoor experiences of

celebrity families, it conveys warm family affection.

These rich IP resources provide a continuous stream

of materials and content for Xiaomang Platform,

enabling the platform to continuously expand in the

star - related market. By leveraging these resources,

Xiaomang Platform can meet the diverse needs of

fans. Whether it is the development of peripheral

products or the innovation of exclusive member

services, a solid foundation has been laid. At the same

time, these IP resources also attract a large amount of

traffic to Xiaomang Platform, promoting the

platform's transformation from a traditional e -

commerce platform to a content - driven e -

commerce platform, and further enhancing the

platform's commercial value

3.2.2 The Platform Provides Services for

Brands

The platform spares no effort in facilitating the

development of brands. Through advanced big data

analysis technology, Xiaomang Platform's

personalized recommendation system can deeply

explore users' behavioral data and accurately

understand users' preferences and needs. Based on

users' purchase history and browsing behavior, the

platform can precisely push peripheral products that

match their preferences to users. For example, when

a user browses the page related to a certain band,

according to the user's browsing records and purchase

history, the platform will recommend the band's

limited - edition albums or peripheral clothing that the

user doesn't own. This kind of precise

recommendation has increased the average product

click - through rate by approximately 45% and the

purchase conversion rate by about 30%.

When it comes to building brands targeting

specific fan groups, Xiaomang Platform gives full

play to its own advantages. Take the "NO.1" brand as

an example. The platform makes full use of its brand

image advantages and multi - channel marketing

strategies. Firstly, in terms of product design, it

custom - makes high - quality learning supplies and

trendy accessories for the fans of "Who's the

Murderer?". These products are not only practical but

also incorporate program elements and fan culture,

which are deeply loved by fans.

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

519

Secondly, by leveraging the topic interactions on

social media platforms, the platform actively

encourages fans to participate in discussions. For

instance, it initiates topic discussions on social

platforms like Weibo, enabling fans to share their

opinions and expectations regarding the "NO.1"

brand. Meanwhile, it invites celebrity guests to

participate in online promotional activities. Through

the influence of celebrities and the interaction with

fans, the brand's popularity and reputation are further

enhanced.

In addition, the platform promotes the brand

through a combination of online and offline

approaches. Online, it showcases products and the

brand image through live - streaming and short

videos. Offline, it organizes fan - meet - and - greets

and themed events to enhance the interaction between

fans and the brand. Thanks to these measures, the

brand search volume of "NO.1" has increased by

nearly 60% in just a few months, making it a

successful example of the collaborative development

between the platform and the brand.

During the process of facilitating brand

development, Xiaomang Platform also continuously

optimizes its service processes. It has established a

comprehensive service system that covers every step

from the moment a user places an order to the

product's delivery. The platform promptly monitors

the order status to ensure that products can be

delivered to users on time and accurately. Moreover,

it promptly addresses and resolves any issues raised

by users, constantly enhancing user satisfaction.

3.2.3 The Platform and Brands Complement

Each Other

Xiaomang Platform and Hunan Satellite TV have

formed a powerful industrial synergy through their

close cooperation. Xiaomang provides Hunan

Satellite TV with a professional and efficient sales

channel for peripheral products. Take the derivative

reasoning board game of "Who's the Murderer?" as

an example. After its launch on the platform, this

board game attracted a large number of fans to

purchase it due to its unique gameplay and rich plot

settings. Its sales volume has been continuously

rising, which not only brought substantial additional

revenue to the program but also further expanded the

program's influence.

In terms of product types, aside from traditional

star - related peripheral products, Xiaomang Platform

has developed a wide range of creative products. For

example, there are limited - edition character

figurines and customized props for the script - killing

games derived from "Who's the Murderer?". These

products meet fans' needs for an in - depth experience

of the program content. At the same time, Xiaomang

Platform has also introduced clothing, stationery,

household items, etc. related to the programs,

enriching the variety of peripheral products.

To enhance sales efficiency, Xiaomang Platform

utilizes big - data analysis technology to accurately

recommend peripheral products to users based on

their purchase history and browsing behavior. For

instance, when promoting Xiaomang Platform in

relation to "Who's the Murderer?", Hunan Satellite

TV conducts extensive publicity through in - program

advertisement placements and on - site

recommendations by hosts. In the show "Back to

Field", the guests use the characteristic kitchenware

from Xiaomang Platform for cooking and naturally

mention the platform during the program. This not

only showcases the products of Xiaomang Platform

to the audience but also stimulates the audience's

interest in the platform's related products. In this way,

Hunan Satellite TV integrates the products of

Xiaomang Platform into the program scenarios,

enabling the audience to have an intuitive

understanding of the platform's products while

watching the show. This form of publicity not only

increases the popularity of Xiaomang Platform but

also attracts more viewers to pay attention to the

platform, thus promoting its development.

In addition, Hunan Satellite TV provides

opportunities for Xiaomang Platform to showcase its

products by organizing various offline activities. For

example, at the offline fan events of "Who's the

Murderer?", Xiaomang Platform sets up a dedicated

display area to showcase program - related peripheral

products to fans. These activities not only increase

fans' understanding of the platform's products but also

enhance their sense of identity with the platform.

The cooperation between Xiaomang Platform and

Hunan Satellite TV not only brings substantial

revenue to the programs but also provides strong

support for the development of the platform. Their

collaboration realizes resource sharing and

complementary advantages, jointly promoting the

prosperity of the industry.

3.3 The Relationship Between the

Platform and Consumers

Xiaomang Platform accurately grasps the diverse

needs of the star - chasing community and integrates

a rich variety of peripheral product resources. Besides

common official licensed peripherals and products

endorsed by stars, it actively introduces niche yet

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distinctive fan - made peripherals. Behind these self -

made items lies the unique emotional expression of

fans towards their idols. For example, some fans of an

independent musician have handmade lyric -

embroidered handkerchiefs. The delicate stitches and

beautiful patterns fully embody the fans' love and

understanding of the idol's music. Such unique

peripheral products not only meet the personalized

needs of fans but also bring them great emotional

satisfaction.

In terms of product categories, the peripheral

products on Xiaomang Platform cover multiple fields,

ranging from clothing, accessories to stationery and

household items. Taking clothing as an example,

there are not only fashionable clothes worn by stars

but also characteristic clothes customized by fans.

These clothes come in a wide variety of styles and are

made of high - quality materials, thus meeting the

needs of different fans. Regarding accessories, the

platform has launched various exquisite necklaces,

bracelets, earrings, etc. These accessories not only

have decorative functions but also carry the love of

fans for their idols.

Through its convenient one - stop shopping

service, Xiaomang Platform offers great convenience

to the star - chasing community. The platform

features a simple and clear interface design, with an

easy - to - understand operation process. Users can

effortlessly browse and purchase peripheral products

on the platform without having to switch between

multiple platforms. At the same time, the platform

provides a variety of payment methods, including

WeChat Pay, Alipay, etc., to facilitate users' payment.

More than 85% of users have given positive

feedback on their shopping experience, which is

attributed to the platform's high - quality service. The

platform's customer service staff are online at all

times to provide users with timely consultations and

answers. In terms of logistics and delivery, the

platform has partnered with several well - known

logistics companies to ensure that products can be

delivered to users quickly and accurately. For

example, the platform has adopted an advanced

logistics management system to track orders in real -

time and promptly feedback logistics information.

Consumer feedback serves as a crucial driving

force for the continuous progress of Xiaomang

Platform. The platform collects feedback extensively

through various channels. For instance, it sets up

dedicated feedback sections on community forums

and regularly conducts online questionnaires. Based

on consumers' opinions, the platform promptly

adjusts its product procurement strategy. For

example, it increases the supply of limited - edition

figurine peripherals of a popular anime character to

meet fans' demands for such sought - after characters.

The platform has also optimized its logistics and

delivery services. By collaborating with several well

- known logistics companies, it has achieved next -

day delivery in some areas. In terms of platform

interface design, the platform is constantly evolving.

It has added an intelligent search function, enabling

users to quickly find the products they need by

entering keywords. Additionally, the platform has

added a convenient entrance to the fan interaction

community, facilitating communication among users.

Through these improvements, the platform has

achieved a virtuous interaction with consumers and

co - development, continuously enhancing its

competitiveness.

To better meet the needs of the star - chasing

community, Xiaomang Platform can further expand

its product categories. For example, it can roll out

more personalized customized products tailored to

fans' demands. The platform can also strengthen

communication with fans, understand their needs and

opinions, and thus continuously optimize its products

and services.

By accurately grasping the diverse needs of the

star - chasing community, integrating a wide variety

of peripheral product resources, and providing

convenient one - stop shopping services, Xiaomang

Platform has achieved a virtuous interaction and

common development with consumers. The platform

will continue to strive, constantly enhance its

competitiveness, and provide better services for the

star - chasing community.

4 CONCLUSION

After a thorough analysis of Xiaomang Platform, this

study has a profound understanding of its crucial

position and core value in the star - related product

sector of the cultural industry. Brands, as a significant

support for the development of Xiaomang Platform,

have provided it with an extremely rich resource pool.

Hunan Satellite TV, with its strong brand influence

and numerous popular variety shows and TV drama

IP resources, has attracted a massive number of fans,

who have naturally become the potential users of

Xiaomang Platform. Programs such as "Back to

Field" and "Who's the Murderer?" have amassed a

large fan base due to their unique content and

excellent presentation, bringing a continuous stream

of traffic to the platform.

Xiaomang Platform, on its part, gives full play to

its own advantages and reciprocates brands with an

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

521

innovative business model and precise services. Its

unique business closed - loop of "content + video + e

- commerce" enables users not only to purchase

peripheral products but also to participate in online

movie - watching and other activities, thus enhancing

user stickiness. In terms of brand building, the

"NO.1" brand launched for the fans of "Who's the

Murderer?" Academy has rapidly increased its

popularity through social media promotion and

interactions with celebrities, successfully expanded

the market, opened up a new path for brand

development, and effectively enhanced the brand's

market influence. Xiaomang Platform also plays a

crucial bridging role in connecting consumers and

brands. It accurately discerns the diverse needs of

consumers and integrates a wealth of resources such

as official licensed peripherals, star - endorsed

products, and fan - created peripherals, providing

consumers with a convenient one - stop shopping

experience. Whether they are collectors who pursue

quality or fans who keep up with the star - led trends,

everyone can find their desired items on this platform.

Meanwhile, Xiaomang Platform attaches great

importance to consumer feedback. It collects opinions

through various channels, covering aspects such as

product quality, product category richness, logistics

and delivery, and platform functions. Based on these

feedbacks, the platform promptly optimizes its

product procurement strategy, expands product

categories, improves logistics and delivery services to

ensure the safe and rapid delivery of packages, and

modifies the platform interface design by adding

interactive and personalized features. Through these

measures, the platform and brands achieve

collaborative and innovative development, establish a

stable and efficient industrial ecological cycle, and

strongly promote the development of the star - related

product sector in the cultural industry.

However, this study has certain limitations. Only

Xiaomang Platform was selected as the research

sample. Although Xiaomang has achieved

remarkable results and is somewhat representative in

the star - related product sales field, it is difficult to

comprehensively cover the complex and diverse

situations of platforms in the entire e - commerce

platform sector and the cultural industry. The

universality of the research conclusions needs further

expansion.

For future research, platforms of various types can

be selected for comparative analysis. It is necessary

to deeply explore the differential mechanism of action

of different platforms in the star - related product

industry, as well as their diverse interaction

relationships with different brands and consumer

groups. This way, more comprehensive and in - depth

theoretical support and practical guidance can be

provided for the development of platforms in the

cultural industry.

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