The multi-channel network ecosystem is undergoing significant transformation as the traditional 工作室模式 (studio model) encounters mounting challenges, prompting numerous established 达人 (content creators) to explore independent operations. This shift indicates a new phase of development within China's digital content industry.
Several key factors drive this trend toward independence. Many creators seek greater 自主权 (autonomy) over content direction and commercial partnerships, while dissatisfaction with 收入分成 (revenue sharing) arrangements—typically favoring MCNs—has accelerated the departure of successful influencers. Additionally, the maturation of 平台工具 (platform tools) enables creators to independently manage operations that previously required studio support.
The changing dynamics are particularly evident in several areas. Established creators with solid 粉丝基础 (follower bases) are increasingly establishing personal studios, while new platform features facilitate direct brand collaborations without intermediary agencies. Furthermore, specialized service providers now offer a la carte support for specific needs like content editing and campaign management, reducing the necessity of full-service MCN relationships.
MCNs are responding with adapted strategies. Many are shifting toward more flexible 合作模式 (cooperation models) with improved profit-sharing terms, while developing enhanced 增值服务 (value-added services) focused on traffic growth and commercial opportunity development. Some are also restructuring to function more as service providers rather than traditional management companies.
For creators considering independence, several challenges emerge. The need to establish 专业团队 (professional teams) for content creation and business management requires significant investment, while navigating 商业合作 (commercial cooperation) complexities without institutional support presents new hurdles. Additionally, managing the balance between 内容创作 (content creation) and business operations tests the capabilities of even experienced creators.
Industry analysis suggests this restructuring will likely continue as the market matures. The future may see the emergence of more hybrid models that combine the flexibility of independent creation with the strategic support of professional services, potentially leading to more sustainable career paths for content creators and more adaptable business approaches for MCN organizations.