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【中英双语】出名要趁早丨手把手教你变网红!

更新:2016-03-28 00:20:00  |  来源:转载  |  阅读:90
标签:双语中英网红

She is neither a movie superstar nor a television luminary, but ecommerce sensation Zhang Dayi, 28 years old, is a bigger celebrity with the Midas touch.

她既不是影院银幕上出现的超级明星,也不是电视节目里的杰出人物,但28岁的张大奕在电商领域的轰动效应让她像任何一个名人一样拥有点石成金的能力。

Not only do her product endorsements send sales soaring - 5,000 garments in two seconds, equivalent to annual sales of a small brick-and-mortar store - but she laughs all the way to the bank.

她的淘宝店铺可以在两秒钟内卖出5000件衣服,相当于一个实体店一年的销售量。

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Zhang works her magic in China’s cyber space. She posts her photos online. She offers a range of feminine advice on makeup, hairdos, wardrobes, you name it. Her fan base on Sina Weibo exceeds 4 million. 

时尚杂志模特出身的张大奕主要是在网络空间施展她的魔法。通过发布自己时尚穿搭的照片。她在新浪微博上积累了超过400万的粉丝。

网红经济

Zhang is one of a growing group of influential cyber celebrities who are called Wanghong in Chinese. They target a large, growing segment of Internet users, and are famous.

她是中国正在逐渐壮大的网红队伍中的一员。

As more and more people trawl the Internet using their smartphones and other handheld devices, Wanghong, in addition to clinching lucrative product endorsements, are able to ride their fame to establish a new type of money-spinning businesses of their own. 

随着中国网民越来越多的用手机等移动设备上网,网红越来越多的将他们在网络空间的名气当做赚钱利器,衍生出各种新兴的粉丝经济。

In May 2014, Zhang set up WuhuanxideYichu, or “The Wardrobe I Like” in English, her own online store on Taobao.com, Alibaba Group Holding Ltd’s online marketplace, home to more than 8 million hyper-competitive vendors.

以张大奕的淘宝店“吾欢喜的衣橱”为例。这个2014年5月上线的网店很快的在淘宝超过800万的店铺中脱颖而出,成为女装销售中的佼佼者。

Statistics from Taobao.com showed five out of its top 10 female clothes stores by sales in 2015 were owned and led by Internet celebrities. 

淘宝的数据显示,2015年女装销售额前十的店铺中有五家都是所谓“红人店铺”。

“These path-breaking stores never advertise nor participate in sales events. Instead, they turn their customers into fans and offer enhanced shopping experience by getting Wanghong to interact with them online. They monetize Wanghong’s influence on fans. The so-called Wanghong economy is set for explosive growth,” said Wen Zhong, director of Mobile Taobao.

闻仲,阿里巴巴产品总监,说很多这类的红人店铺都不做广告,也不怎么参与促销活动。“他们将用户变为粉丝,通过与粉丝互动来提升提升消费体验,”他说。

“Every Internet celebrity represents a different style, reflecting different tastes and attitudes of their fans.” That is why, even a small group of fans could spell a fortune for cyber stars. 

“每个红人都是一种态度,一种风格的代表,”他说。这就是为什么即便是比较小规模的一群粉丝都可以为网红带来不错的收益。

Ding Chenlin, a veteran entrepreneur in China’s ecommerce sector, said in the mobile Internet era, it doesn’t take millions of fans to be an Internet celebrity. “If you can cultivate 1,000 loyal fans, you, too, can make something out of it.

丁辰灵,一名电商分析人士,说在移动互联网时代,你不需要百万粉丝去成为一个网红。“你也不要极度聪明或者貌美。

“You don’t even need to be extremely smart or beautiful to do that. The thing is, you first need to know who you are and what makes you different from the others.”

“关键的是,你需要有区别于他人的东西去打造你自己的个人品牌,” 他说。

想赚钱,当网红

A report published by GuotaiJunan Securities in January said each Internet celebrity is a brand in herself/himself that caters to diverse, fragmented demands of online shoppers. “The market driven by Internet celebrities in China has great potential with the clothes sector alone being estimated at more than 100 billion yuan.”

国泰君安一月份发布的一份研报指出网红的本质是个性化品牌,满足的是越来越多元,细分的网购人群的需求。“网红服装市场规模有望超过1000亿元。”

But an online store on Taobao.com is not essential for Internet celebrities to rake in the moolah. Cooperation with established brands could take the form of embedded subliminal advertisements in their videos, or hyperlinks in their Weibo posts and online articles.

除了开淘宝店以外,制作视频植入广告,发微博带购物链接,或者写文章都可以成为网红的盈利模式。

Ding said if someone wants to earn his/her first 100 million yuan the fastest way, they must consider becoming an Internet celebrity. 

丁辰灵说任何人想用最快的速度赚到他或她人生中的第一个一亿,都应该考虑去当个网红。

“It’s like ... in 2008, the best way to succeed in ecommerce was to open an online store on Taobao. In 2013, it was to open an online store on WeChat. Now, in 2016, the best way is to become an Internet celebrity,” Ding said. 

“就如同2008年去开网店,2013年去做微商,2016年的风口是做网红,”他说。

Being a cyber celebrity is not just about publishing a few attractive photos online. According to Wen, 1,000 photos of Zhang Dayi are clicked a day, out of which only a few best ones are selected and published online. This is to ensure her taste for good clothes appears distinctive.

然而做网红绝不仅仅是在网上发几张秀色可餐的照片这么简单。阿里巴巴产品总监闻仲说,张大奕每天要拍1000张照片,才成持续的形成她自己服装与众不同的调性。

Interacting with followers on Sina Weibo is also important. “Some of the girls send me messages online not only to exchange ideas on how to dress every day but share their experience of job interviews or finding loved ones. I’m truly happy for them when they talk to me about these things,” Zhang said in a previous interview. 

与粉丝不断的互动也同样重要。张大奕在之前的一次采访中表示她的粉丝除了分享日常穿搭经验,也会跟她说因为穿了她的漂亮衣服在面试中表现出色或者被喜欢的男孩子认可了。“每当她们跟我说起这样的申请时,我都会觉得特别开心,”她说。

网红赚钱方式大集锦

1、粉丝打赏(Tips from fans)

许多社交平台以及视频直播平台都推出了打赏功能,粉丝可以直接向心爱的网红送钱。例如微信允许用户向原创文章视频等打赏1-256元不等(readers can reward the author with tips ranging from 1 yuan to 256 yuan。)

2、奢侈品牌的广告费(Advertising fees from luxury brands)

许多大牌例如Channel 和 Prada发新品时,都会找网红在微博上打广告,做精准营销(Targeted advertising or precision marketing)。 因为网红大多特点鲜明,他们的粉丝都是一批细分用户,比如都喜欢文艺范、小清新等。和时尚杂志比,消费者也觉得网红更接地气(having closer bonds with consumers)。

3、开网店,创立个人时尚品牌(Personal fashion brand)

开网店是网红赚钱的大头(the stream that pulls in the largest part of their income)。

4、出场费(Appearance fees) 

网红的商业活动已经成功拓展到线下,某些出场费甚至不亚于明星。

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