揭秘吸金能力驚人的中國“網(wǎng)紅”

近日BBC把目光對準(zhǔn)了近幾年在中國大熱的現(xiàn)象——網(wǎng)紅，并專門拜訪了中國的“網(wǎng)紅孵化器”，還將網(wǎng)紅們分成兩大類：自制原創(chuàng)內(nèi)容達(dá)人和網(wǎng)絡(luò)時(shí)尚達(dá)人。網(wǎng)紅們不光是人氣高，收入也不菲，中國網(wǎng)紅第一人張大奕據(jù)說賺得比范冰冰還要多。現(xiàn)在就為您揭秘中國網(wǎng)紅的生活方式和生財(cái)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(gè)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(shí)尚、妝容精致，或是出現(xiàn)在高級餐廳和咖啡廳，或是和閨蜜們參加聚會(huì)和社交活動(dòng)，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(jīng)營自己的網(wǎng)絡(luò)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(gè)新晉的網(wǎng)絡(luò)紅人，即網(wǎng)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(wǎng)紅是個(gè)利潤頗豐的行業(yè)。據(jù)報(bào)道，中國網(wǎng)紅第一人張大奕收入已高達(dá)三億元(合3500萬英鎊、4600萬美元)，已經(jīng)完全超過中國的一線明星范冰冰了。據(jù)福布斯報(bào)道，去年范冰冰的收入約為2100萬美元。

 

Online fashionistas

網(wǎng)絡(luò)時(shí)尚達(dá)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(wǎng)絡(luò)紅人。一是因自制原創(chuàng)內(nèi)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(wǎng)絡(luò)時(shí)尚達(dá)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(wǎng)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(wǎng)店充當(dāng)模特，而一些粉絲也就成為了她們最忠實(shí)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(jīng)在網(wǎng)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(wǎng)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(shí)候只有論壇。我每天曬圖配文，得到了許多人的關(guān)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(shí)在上海開了家實(shí)體服裝店，但是她很快意識到了網(wǎng)絡(luò)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(wǎng)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(wǎng)店每月銷售額約為三十萬元，節(jié)假日時(shí)這個(gè)數(shù)字還會(huì)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(wǎng)紅孵化公司Tophot簽訂了合同，這家公司旨在培養(yǎng)頂級網(wǎng)紅。

'Outperforming A-listers'

比一線明星的表現(xiàn)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(jù)第一財(cái)經(jīng)商業(yè)數(shù)據(jù)中心(CBNData，基于阿里巴巴的一家商業(yè)數(shù)據(jù)公司)，2016年“網(wǎng)紅經(jīng)濟(jì)”市值將達(dá)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(dòng)了“網(wǎng)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(gè)“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(wǎng)紅孵化公司會(huì)培訓(xùn)嶄露頭角的網(wǎng)紅，教授她們拍照、化妝以及表演技巧。公司也作為網(wǎng)紅代表為她們尋求產(chǎn)品代言的工作，并收取網(wǎng)紅收入的一定提成作為回報(bào)。

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(yù)瑾表示，網(wǎng)紅的表現(xiàn)已優(yōu)于一線大腕了，這是因?yàn)榫W(wǎng)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(gè)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(diǎn)妝的話，也能像張大奕一樣。”

*********張大奕簡介**********

張大奕，淘寶第一網(wǎng)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(nèi)即被顧客“秒光”，月銷售額達(dá)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(fù)都在近千條。粉絲追求時(shí)尚，認(rèn)可張大奕的穿衣風(fēng)格，“復(fù)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(wǎng)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(tuán)(iiMedia)的創(chuàng)始人張毅說，現(xiàn)在越來越多的投資者開始青睞于網(wǎng)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(xiàn)在中國已有五十多家網(wǎng)紅孵化公司。但是他也指出，一些投資者對網(wǎng)紅產(chǎn)業(yè)的長遠(yuǎn)發(fā)展表示擔(dān)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(dòng)網(wǎng)紅真正走紅的原因許許多多，它們都是不可復(fù)制的，投資這些孵化公司的失敗率高達(dá)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(dān)憂的是網(wǎng)紅美女們在中國創(chuàng)造的審美標(biāo)準(zhǔn)。

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(wǎng)紅的必備條件之一。在中國，人們俗稱的“網(wǎng)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(jù)第一財(cái)經(jīng)，網(wǎng)紅們開的網(wǎng)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(tuán)的一份調(diào)查報(bào)告顯示，大約有10%的網(wǎng)紅承認(rèn)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(wǎng)的創(chuàng)始人李思磐說：“網(wǎng)紅給女性們創(chuàng)造了刻板生硬的審美標(biāo)準(zhǔn)。” 女性覺醒網(wǎng)是廣州的一個(gè)女權(quán)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(rèn)為當(dāng)網(wǎng)紅是通往成功的捷徑，并紛紛效仿網(wǎng)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(wǎng)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(gè)助理，但是她說她會(huì)親自跟粉絲在網(wǎng)上互動(dòng)，不會(huì)讓助理代勞。除了微博和微信互動(dòng)，玲玲有時(shí)還會(huì)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(jīng)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(huì)有機(jī)會(huì)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(gè)季節(jié)都在玲玲的網(wǎng)店上消費(fèi)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(gè)偶像。我會(huì)從她曬的照片里學(xué)習(xí)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(yù)瑾堅(jiān)信數(shù)字原住民一代(像胡小菲這種90后出生的一代)將會(huì)繼續(xù)促進(jìn)網(wǎng)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(bǔ)充道，“當(dāng)這些孩子成為社會(huì)主流群體時(shí)，他們的數(shù)字習(xí)慣將會(huì)決定整個(gè)社會(huì)的消費(fèi)模式”。

However, Ling Ling admits that she sometimes feels insecure.

然而，玲玲承認(rèn)她有時(shí)會(huì)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(xiàn)在的社交平臺這么多，網(wǎng)紅的數(shù)量也很龐大，有這么多漂亮的女孩子。就算是頂級網(wǎng)紅，不努力工作也可能就意味著很快地被人們遺忘。”