Kennedy is among the many social media influencers who have launched business models that are not dependent on the platforms—Instagram, TikTok—that fueled their rise. Influencers can fall into the trap of essentially being “Uber drivers for Instagram or TikTok,” says Sean Branagan, director of the Center for Digital Media Entrepreneurship at Syracuse University. “You’re waiting for the assignment and the money; you’re not in control of where your business is going.” Kennedy has monetized her social media following by creating an affinity group—rather than seeking mass appeal—and she “cares for, stimulates, and advances” her audience with her paid offerings, Branagan says. “What she has is a magic potion, and it’s about more than her face and name.”
3月24日，北京市少年宫，学生科技节创客集市上，多所学校展示学生研发的主题文创产品。新京报记者 李木易 摄
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据管理层预计，2026年还将在中国新开约1000家门店。
▲ 图源：9To5Google
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