I have been thinking about the phenomenon of China's internet celebrity ecosystem lately, especially around the entire story chain of Xiao Yang Ge, which seems to reflect some deep logic of the current internet.

I still remember the concert in July 2023, with over 50,000 spectators on site, where Xue Zhiqian specifically paid tribute on stage to Xiao Yang Ge and Zhang Kaiyang's family in the VIP area. This detail is quite interesting—mainstream celebrities in the traditional entertainment industry proactively showing goodwill to emerging internet celebrities, symbolizing a transition of an era to some extent.

Xiao Yang Ge's personal growth trajectory is indeed quite magical. In 2016, a "爆墨" funny video went viral, and in just seven years, his followers exceeded 100 million, and he spent 103 million yuan to buy property in Hefei. From Liu Yan to Wang Baoqiang, Louis Koo, a bunch of traditional top-tier stars have visited his live streams. This was unimaginable five or six years ago.

But this is also a very typical internet cycle story. The showdown between Xiao Yang Ge and Simba in 2024, from hairy crabs and mooncakes to fake Moutai and three-no blow dryers, directly triggered public opinion. Then it also led to a series of issues like the "disappearing female streamer" and the "fake recording scandal." The final outcome was a fine of over 680 million yuan and suspension for rectification. It’s like a three-act play—building the tower, hosting banquets, and the tower collapsing.

But this is not the end. A new internet celebrity, "Northeast Rain Sister," has risen again, and the traffic economy continues to cycle.

I think Xiao Yang Ge’s story actually reflects the dilemma of grassroots counterattacks. From MC Tianyou to Xiao Yang Ge, short video and live streaming platforms have indeed provided a way out for the lower classes. But the problem is that this peak of traffic is hard to sustain. Most internet celebrities "rapidly decline" under social scrutiny, and only a few can truly be accepted by mainstream society—like Li Jiaqi and Luo Yonghao—who are backed by professional teams and capital support.

What Xiao Yang Ge lacks are these. Without proper financial, legal, tax, and public relations systems, he ultimately collapsed amid public opinion storms. This reveals a reality: grassroots individuals who want to truly succeed cannot rely solely on personal charm and traffic accumulation; they must complete the transformation from individual entrepreneurs to modern enterprises.

Short videos and live streaming have broken the traditional education threshold—academic qualifications no longer represent ability. But at the same time, they amplify risks. When you lack professional teams and systems, even huge traffic cannot withstand a single wave of public opinion.

Therefore, from a historical perspective, any class leap is full of uncertainty. Entrepreneurs need time and adaptation to integrate into the mainstream. The same applies to internet celebrities—they must fight against traffic pressure and face mainstream societal doubts. Those who make it to the end are often not the ones with the most traffic, but those who understand self-iteration and institutional building best.

Looking now, Xiao Yang Ge’s story has become a template. Every traffic cycle will see newcomers fill in, but the survival rule hasn’t changed—either rapidly upgrade your operational system or be drowned by the next wave.