揭秘吸金能力驚人的中國“網紅”

近日BBC把目光對準了近幾年在中國大熱的現象——網紅，并專門拜訪了中國的“網紅孵化器”，還將網紅們分成兩大類：自制原創(chuàng)內容達人和網絡時尚達人。網紅們不光是人氣高，收入也不菲，中國網紅第一人張大奕據說賺得比范冰冰還要多?，F在就為您揭秘中國網紅的生活方式和生財之道。

 

Ling Ling

Ling Ling, a 29-year-old living in Shanghai, has gone to great lengths to curate a picture-perfect life on social media. Her photos on micro-blogging site Weibo show her glamorous and leisurely life.

玲玲是生活在上海的一個29歲女孩，她在社交媒體上精心營造了完美的生活。微博上曬的都是自己光鮮亮麗的休閑生活照。

Dressed in fashionable clothing and with immaculate make-up, Ling Ling is seen dining at fancy cafes and restaurants; attending parties and social events with her girlfriends; travelling to places like Boracay, Tokyo and Dubai.

照片里，玲玲衣著時尚、妝容精致，或是出現在高級餐廳和咖啡廳，或是和閨蜜們參加聚會和社交活動，要么就是在菲律賓長灘島、東京和迪拜四處旅游。

But she does not cultivate her online image just to make herself feel good or her friends jealous. She is one of the new internet celebrities, known as Wang Hong.

但是她苦心經營自己的網絡形象并不是為了讓自我感覺良好或是讓朋友羨慕嫉妒。她只是一個新晉的網絡紅人，即網紅。

It's a lucrative business, with Zhang Dayi, one of China's best known Wang Hong, reportedly earning 300m yuan (£35m; $46m). This compares favourably to top Chinese actress Fan Bingbing, who according to Forbes, made about $21m last year.

網紅是個利潤頗豐的行業(yè)。據報道，中國網紅第一人張大奕收入已高達三億元(合3500萬英鎊、4600萬美元)，已經完全超過中國的一線明星范冰冰了。據福布斯報道，去年范冰冰的收入約為2100萬美元。

 

Online fashionistas

網絡時尚達人

There are two types of internet celebrities in China - those who create original content like Papi Jiang, who was once censured for excessive use of foul language in her videos, and the "fashionistas".

中國有兩種網絡紅人。一是因自制原創(chuàng)內容出名的，比如曾因在視頻中頻繁使用粗俗語言而被勒令整改的Papi醬。第二種就是網絡時尚達人。

Ling Ling and Zhang Dayi fall into the second category, selling clothes and cosmetics on Taobao, China's leading online shopping site.

玲玲和張大奕則屬于第二種類型，她們在中國某主要網購零售平臺上售賣衣服和化妝品。

 

They work as their own shops' models by posting pictures of themselves wearing the clothes they sell, and some of their followers become their most loyal customers.

她們穿著自家銷售的衣服拍照，為自己的網店充當模特，而一些粉絲也就成為了她們最忠實的買家。

Ling Ling, who has been active online for 10 years and has more than 330,000 followers on Weibo, says she didn't plan on becoming an internet celebrity.

玲玲已經在網上活躍十年了，微博擁有超過33萬粉絲，但她說自己原本無意成為一名網紅。

"In the beginning, there were only online forums. I posted pictures and wrote online every day and a lot of people started paying attention to me."

“剛開始的時候只有論壇。我每天曬圖配文，得到了許多人的關注。”

When she was 18, Ling Ling started a bricks-and-mortar clothing shop in Shanghai, but she soon realised that her online fame would bring more business.

玲玲18歲時在上海開了家實體服裝店，但是她很快意識到了網絡名氣能給她帶來更多生意。

"You will be able to reach to customers across the nation with an online store. I've got quite a lot of customers in Beijing and Guangzhou," she says.

她說：“開網店的話，你可以遇到全國各地的人。我的很多買家都是北京人和廣州人。”

Her Taobao shop generates around 300,000 yuan in sales every month and that figure can double during festivals.

她的網店每月銷售額約為三十萬元，節(jié)假日時這個數字還會翻倍。

But these numbers did not satiate her ambition, so she signed a contract with Tophot, an incubator aimed at nurturing top internet celebrities.

但是她并沒有滿足于此，所以她和網紅孵化公司Tophot簽訂了合同，這家公司旨在培養(yǎng)頂級網紅。

'Outperforming A-listers'

比一線明星的表現更優(yōu)異

According to CBNData, a commercial data company affiliated with Alibaba, the "internet celebrity economy" is set to be worth 58bn yuan in 2016, more than China's box office in 2015.

根據第一財經商業(yè)數據中心(CBNData，基于阿里巴巴的一家商業(yè)數據公司)，2016年“網紅經濟”市值將達到580億元，超過2015年中國的票房總收入。

The enormous earning potential has led to the rise of internet celebrity incubators in China, which race to discover and nurture the next Zhang Dayi.

巨大的盈利空間帶動了“網紅孵化公司”的興起，這些公司爭先恐后地挖掘和培養(yǎng)下一個“張大奕”。

 

Incubators like Tophot provide training for budding internet celebrities, with skills in photography, make-up and performance. They also represent internet celebrities and help them find jobs like product endorsements. In return, they take a cut from their earnings.

諸如Tophot此類的網紅孵化公司會培訓嶄露頭角的網紅，教授她們拍照、化妝以及表演技巧。公司也作為網紅代表為她們尋求產品代言的工作，并收取網紅收入的一定提成作為回報。

Janet Chen, founder of Tophot, said internet celebrities had already "outperformed" showbiz A-listers and she attributes this to the fact that they are more down-to-earth and approachable.

Tophot公司的創(chuàng)辦者陳譽瑾表示，網紅的表現已優(yōu)于一線大腕了，這是因為網紅更“接地氣”，更平易近人。

 

張大奕

"Zhang Dayi is not an exceptional beauty, but she looks like someone you can be friends with. People think they can look like her if they put on some make-up," Ms Chen says.

陳女士說：“張大奕并不是一個大美人，但是她看起來是那種可以和你做朋友的人。人們覺得如果自己化點妝的話，也能像張大奕一樣。”

*********張大奕簡介**********

張大奕，淘寶第一網紅，作為模特出道，淘寶素顏大賽第一名得主。她的私服搭配在社交平臺上深受粉絲喜愛，其電商店鋪上線新品2秒鐘內即被顧客“秒光”，月銷售額達百萬級。她的收入令人眼紅，甚至超過很多一線明星。張大奕目前在微博上擁有317萬粉絲，幾乎每一條微博的回復都在近千條。粉絲追求時尚，認可張大奕的穿衣風格，“復購率幾乎是100%”。

*****************************

She says Tophot has signed cooperation agreements with 30,000 emerging internet celebrities.

她說Tophot公司已簽約了三萬名新晉網紅了。

Although obviously not all are set for stardom.

顯而易見的是，并不是她們所有人都能成為演員。

And internet celebrity incubators are becoming increasingly popular with investors, says Zhang Yi, founder of iiMedia Research, a Guangzhou-based media consultancy firm.

廣州艾媒咨詢集團(iiMedia)的創(chuàng)始人張毅說，現在越來越多的投資者開始青睞于網紅孵化公司了。

He says there are already about 50 internet celebrity incubators in China. But, he points out, some investors worry about the long-term prospects of the industry.

他表示，現在中國已有五十多家網紅孵化公司。但是他也指出，一些投資者對網紅產業(yè)的長遠發(fā)展表示擔憂。

"A lot of factors behind [the popularity of] internet celebrities cannot be duplicated," Mr Zhang says. "The failure rate [of investment of internet celebrity incubators] is 95% or above."

他說：“推動網紅真正走紅的原因許許多多，它們都是不可復制的，投資這些孵化公司的失敗率高達95%以上。”

Others in China worry about the standards of beauty online celebrities are creating for Chinese women.

其他中國人則擔憂的是網紅美女們在中國創(chuàng)造的審美標準。

An attractive appearance seems to have become an indispensable quality for internet celebrities, and "internet celebrity face", which refers to the combination of doe eyes, a pointy chin, a high nose and fair skin, is a commonly used shorthand in China.

容貌姣好成為了網紅的必備條件之一。在中國，人們俗稱的“網紅臉”要具有大眼睛，尖下巴，高鼻子，白皮膚等特征。

 

According to CBNData, about 90% of customers of the online shops run by internet celebrities are females.

根據第一財經，網紅們開的網店中90%的顧客都是女性。

In the report published by iiMedia Research, about 10% of internet celebrities admitted that they had undergone plastic surgery.

艾媒咨詢集團的一份調查報告顯示，大約有10%的網紅承認她們整過容。

"Internet celebrities create standard, rigid aesthetics and body images for women," says Li Sipan, founder of Women Awakening Network, a feminist group based in Guangzhou.

女性覺醒網的創(chuàng)始人李思磐說：“網紅給女性們創(chuàng)造了刻板生硬的審美標準。” 女性覺醒網是廣州的一個女權主義組織。

Ms Li also says that many young women would believe that being an internet celebrity was a fast-track to success, and imitate their behaviour.

李女士表示，很多年輕女性認為當網紅是通往成功的捷徑，并紛紛效仿網紅們的做法。

'She's an idol'

她是我的偶像

But the fans are devoted and unlike with movie stars and top musicians, they get a lot of access to their favourite internet celebrity.

粉絲們很熱情，她們可以通過許多途徑接觸到自己喜愛的網紅，不像追電影明星和一線歌手那樣難。

Ling Ling employees six assistants, but she says she is the one who interacts with her fans online. Apart from Weibo and WeChat, Ling Ling also conducts live-streaming sessions at times.

玲玲雇傭了六個助理，但是她說她會親自跟粉絲在網上互動，不會讓助理代勞。除了微博和微信互動，玲玲有時還會做幾次直播。

"Fans are most important," Ling Ling says. "I have been working in the business for 10 years and I am thankful for the support of my fans."

“粉絲們是最重要的，”玲玲說，“我已經在這行做了十年了，真的非常感謝粉絲們的支持。”

 

"Ling Ling is very friendly [to fans]. There are always chances for us to meet her," says Hu Xiaofei, a long-time fan who spends about 1,000 yuan on Ling Ling's shop every season.

“玲玲對粉絲們很友好。我們總會有機會見到她本人的。”胡小菲(音)這樣說道。胡小菲很早以前就成為了玲玲的粉絲，她每個季節(jié)都在玲玲的網店上消費大約一千元。

"She is like an idol [to me]. I will learn how to mix and match and put on make-up from her posts."

“對我來說她就是一個偶像。我會從她曬的照片里學習搭配衣服以及化妝技巧。”

Janet Chen firmly believes that the digital native generation - those born in and after the 90s like Hu Xiaofei - will continue to fuel the popularity of internet celebrities in the long run.

陳譽瑾堅信數字原住民一代(像胡小菲這種90后出生的一代)將會繼續(xù)促進網紅行業(yè)的繁榮。

"When these generations become the mainstream group, their [digital] habits will dominate society's consumption pattern," she adds.

她補充道，“當這些孩子成為社會主流群體時，他們的數字習慣將會決定整個社會的消費模式”。

However, Ling Ling admits that she sometimes feels insecure.

然而，玲玲承認她有時會覺得沒有安全感。

"There are so many [social media] platforms and new internet celebrities. There are more and more pretty girls… Even for top internet celebrities, if they do not work hard, people may not know them at all in a few years."

“現在的社交平臺這么多，網紅的數量也很龐大，有這么多漂亮的女孩子。就算是頂級網紅，不努力工作也可能就意味著很快地被人們遺忘。”