Without x Papi sauce, is redefining "network red"-PAPI sauces, net red-IT information

Papi sauce, Skm broken sound, these names appear more frequently on the network, growing with them and "net red" of the concept. However, the "net red" today has not been widely recognized, Papi sauce I have the word "harrumph", she emphasized in the watercress broadcast, "hate to be called ' net red-' Oh, I did not open shop!!! ”。 Papi red sauce is network? This is a very interesting question. Skm on the rise in the United States with her broken sound is more calm, has 1.2 million followers of anchor, said in an interview in "some time ago also say not reticulocyte, now everyone says it is, there is nothing. ”

Network red for "net red" concept of tangled, are very similar to the situation with the media. 2013 an Internet giant held an event, dozens of invitees, just me and another friend is "media", a traditional media people were saying "don't call me from the media, your family is the media." In fact, during the 2013-2014, and people from the media were noncommittal until 2015, the industry finally recognized media, microblogging, Sohu, home, beauty and other platforms have accepted the concept. In my opinion, "net red" this concept will soon become as popular as Star concept, network red are no longer afraid to call it "network red", was more critical, not net of red stars of the future, not a true star.

New definition: NET red was popular on the network's individual

Papi sauce is not willing to accept "screen red" this term because now "network red" the word was misunderstood by some, in fact, Papi sauce, Skm break before the appearance, I was under the impression the network red is Taobao shop, long awl face, marrying rich second generation networks reds. They have a similar appearance, Korea packaging, Mito Microdermabrasion, makeup, they have a similar camera positions, they have similar daily ... ... One joke showed people during the Spring Festival full of reticulocyte malicious: "red circle of friends network. Why not every afternoon tea co-pilot shopping DivaMyst chicken soup? Is no net in rural areas? HA HA HA HA HA! ”

Now is the time to "net red" name. Papi sauce, Skm break the emergence of next-generation networks, such as red, red is redefining network. I personally think that network has a popular star on the red refers to the network, popularity is the big screen red, sentiment is net less red.

Network red is not limited to the mushroom Street platform of beauty people, street people, not limited to platforms such as short videos of people in America. Has faithful fans of "since media" for example three table forums, and Grapevine, and pomegranate Po, is network red; has sharp personality features of micro-broad v is network red, for example ren Zhiqiang, but enterprise blue v for example millet officer v on not is network red; use mobile Internet of traditional star is network red, for example Jacky on self-deprecating is network red, is jokes dog, is active of and fans for interactive.

Traditional stars on TV media as a representative of the traditional packaging, net red is found in species of the mobile Internet. Mobile Internet of influence has beyond traditional media, its made star capacity is reflected out, and TV media "Center of" of made star way maximum different, network red of manufacturing is to center of of, not need star exploration found, not need brokers company, not need professional packaging, through beauty took this class's got talent platform, everyone are has opportunities harvest fans, became network red, so in absolute number view, network red groups will sharply over star groups, beauty took over million fans of network red has dozens of people, Micro-blogging and micro-letter v is a huge number.

Star economy is undergoing tremendous change

Stars of the past, deliberately kept his distance and mystery, for most people, the star was out of reach. Their upbringing was deliberately rendering packages, their life be photographed by the paparazzi taking risks, their latest developments must rely on newspapers, television channels for these limited releases; their true need to share concert to distance. If someone saw a rock star in the subway, definitely will say, Oh, this star has-been star--is not going to take the subway.

This is the embodiment of the entertainment industry is not mature, and may be linked to domestic fans too much. In Japan, Hong Kong and other places, seeing stars is normal in the streets, where the stars was a professional.

The rise of mobile Internet, star of the mainland Chinese economy is quietly changing.

Stars more and more: your friends in the eyes of the stars, you may not have heard. Red Star network, similar to the American star after the platform more and more, is now a network of Red Star, Red Star Network's new entertainment era. Star was explosive growth in the number, fans are divided up into small groups. It vividly reflects the long tail theory: "our economy and our culture is moving from a smaller number of mainstream products and markets to a large number of narrow markets. "Attention was diluted, champion of this household, young and old take-all stars will no longer appear. You have your stars, I have my star, is the mainstream.

? Skm broken sound

Star grounding: the mobile Internet era, if the stars choose to distance itself from fans, resulting in marginalization, fan you don't care, you are going to distance himself from fans, I'm sorry, fans will soon forget you. Fan enthusiasm to Twitter to share her big black bull, Skm break bask in his Golden Retriever all day long, the result is the same: more friendly and more grounded, and they also laksa, also has visited, they are merely mortal.

Star to the public: the red circle there is a network of your friends? Do not think that this is the amazing thing--this is the age of everybody has a chance to become red. Stars are no longer out of reach, reclusive, one can see in the reality show Hu June, at the Metro can be found deeply, can see on the headset press conference Wang Feng ... Star is to the general public, they are merely a member of the crowd. Network red is a lot of penetration into the masses, see network in hotels, shopping malls, subway red, don't make a fuss. A few days ago to see Wu Yifan was crowded by fans at the train station had to transfer to the next station, I'm sorry, this is the ancient stars, will soon disappear.

Not net red stars is not really a star

The past, stars and Red are two opposing groups, many stars for "net red" is not, in fact, there are stars and even mobile Internet will not be accepted. As the star economy changed, a new voice is change: reticulocyte was quietly replaced star status. Geogas, popular, use mobile Internet, are advantages of reticulocyte, Gung-ho performances, sincere interaction, fans were convinced.

To in beauty took fast rise of Skm broken sound for cases, its label is high yan value male singer, and General of singer different, broken broken of beauty took content novel not said, its special focused on and fans of interactive: sing each support song will and fans chat, open easily humor of joke, in he singing Shi, its fans also will through play scene hand playing lyrics, formed a new of interactive way. Traditional star, so dress, fit body, gave the opportunity to swoop nets red--and of course, can be referred to by means of mobile Internet corner back, the Internet is upending all walks of life, stars could not stay out of it.

Star Network red more and more akin to a "supply side" reforms, increasingly scarce fans, Red Star network must work hard to fight for the fans. Stars lip-synching in TV, the market is only going to get smaller, celebrities must accept the fact that red to do network, your Internet no popularity, you are not popular. Reticulocyte and the concept of stars has become increasingly blurred in popularity a huge network of the future is red star; not net red is not a true star. Just as the Internet changes the traditional industries, red if the celebrity does not embrace network economy, will be overturned.

Reticulocyte compete for the advertising budget was directly robbed star jobs

Star has the enviable lives, overnight success, financial freedom, and extravagant, is self-evident. But stars where does money come from? Roughly divided into two parts, recording, concert and movie tickets such fans directly to the business model of money, commercial brand invites endorsements of such revenue model. "We still owe Yeh a movie ticket" show that last star mainly income or rely on the latter, the endorsement.

Emerging phenomena in foreign countries is that brands are increasingly popular "network red" endorsement.

WWD news reports noted that the well-known bloggers, in the 2015 the revenue between $ 1 million to $ 3 million, they become a brand new pet. Reticulocyte and brands for very diverse: on Instagram uploaded a picture using the brand clothes, shoes, bags, photos, there are 5000-25000 dollar deal--which is five times times the price of half a year ago; 2.2 million KristinaBazan Instagram fans last October signed a 7-digit contract with l ' Oréal, nearly breaking industry records ... ...

See the brands of "net red" surge of interest, help better red appear institutions for commercialization of, for example, owns AimeeSong, ChriselleLim, JamieBeck, RachelParcell, JuliaEngel and other famous fashion blogger DigitalBrandArchitects (DBA), is primarily aimed at providing public relations and brand strategy for digital services.

The above story is being staged in China. Pomegranate Po report and other fashion bloggers, are helping more and more marketing brands, is said to have ads on the app value of hundreds of thousands of WeMedia Media Alliance, represented in fact functions with DBA is no different, China and even help brands automated advertising in the media since the v "micro-broadcasting" platform. With the rise of American networks, such as the Red Star platform, there will be more cases and modes of commercialization in the future appears.

Growing up in the stars of the new generation of mobile Internet network, carve up the brand's marketing budget. Traditional stars, it is not good news. "Net of red" traditional star will not be affected by this, it is good news: fan made a Twitter using a certain brand of sunglasses, is worth a lot of reticulocyte year revenues, commercial nature has not changed, merely changed location. This shows once again, will not do network, Red Star, not a real star.

不装X的Papi酱们，正在重新定义“网红” - papi酱,网红 - IT资讯

Papi酱、Skm破音，这些名字越来越频繁地出现在网络上，与他们一起壮大的还有“网红”这个概念。不过，“网红”当下并未受到广泛的认可，Papi酱本人对这个词“嗤之以鼻”，她在豆瓣广播里强调，“好讨厌别人叫我’网红’啊，我又没开淘宝店！！！”。Papi酱是不是网红？这是一个很有意思的问题。跟她一起在美拍崛起的Skm破音对此则更坦然，这位已经拥有120万粉丝的主播，在接受采访时说“前一段时间还老说不是网红，现在大家都说，那是就是，没有什么。”

网红们对“网红”概念的纠结，与自媒体兴起时的状况十分类似。2013年某家互联网巨头举办一个活动，在几十名被邀请者中，只有我和另外一位朋友是“自媒体”，一位传统媒体人当时说“别叫我自媒体，你全家才是自媒体”。事实上，2013年-2014年期间，人们对于自媒体概念都不置可否，直到2015年，行业终于认可了自媒体，微博、搜狐、百家、美拍等平台都接受了这一概念。在笔者看来，“网红”这个概念，很快就会成为跟明星一样普及的概念，网红不再被忌惮称之为“网红”，更关键的是，未来不是网红的明星，不能算真明星了。

新的定义：网红是在网络上有人气的个体

之所以Papi酱不愿意接受“网红”这个称谓，原因在于现在“网红”这个词被一些人误解了，事实上，在Papi酱、Skm破音出现之前，我印象中的网红就是拥有淘宝店、长着锥子脸、嫁给富二代的网络红人。她们有着类似的外貌，韩国包装、美图磨皮、浓妆艳抹，她们有着相似的拍照姿势，她们有着相似的日常……春节期间一个段子就体现了人们对网红的满满恶意：“朋友圈里的网红呢。怎么不发每天下午茶副驾购物DivaMyst鸡汤呢？是不是农村没网了？哈哈哈哈哈！”

现在是时候给“网红”正名了。Papi酱、Skm破音等新一代网红的出现，正在重新定义网红。我个人认为，网红就是指在网络上拥有人气的明星，人气多就是大网红，人气少就是小网红。

网红不仅限于蘑菇街等平台的美妆达人、街拍达人，不仅限于美拍等平台的短视频达人。拥有忠实粉丝的“自媒体”例如三表龙门阵、小道消息、石榴婆，是网红；具有鲜明人格特征的微博大V是网红，例如任志强，不过企业蓝V例如小米官V就不算是网红；善用移动互联网的传统明星就是网红，例如薛之谦就自嘲是网红，是段子狗，很积极的与粉丝进行互动。

传统明星靠电视媒体为代表的传统媒体包装，网红则是生长于移动互联网的物种。移动互联网的影响力已经超越传统媒体，其造星能力正在体现出来，与电视媒体“中心化”的造星方式最大不同，网红的制造是去中心化的，不需要星探发现，不需要经纪公司，不需要专业包装，通过美拍这类达人平台，每个人都有机会收获粉丝，成为网红，因此在绝对数量来看，网红群体将大幅超过明星群体，美拍超过百万粉丝的网红已经数十人，微博和微信的大V更是一个庞大的数字。

明星经济正在发生翻天覆地的变化

过去的明星，都会刻意保持着距离感和神秘感，对于大多数人来说，明星是遥不可及的。他们的成长经历被刻意渲染包装，他们的生活点滴需狗仔队冒着风险去偷拍，他们的最新动态必须要靠报刊、电视这些有限的渠道发布；他们的真容必须去万人共享的演唱会才能远观。如果有人在地铁看到了一个摇滚明星，铁定会说，哟，这个明星过气了——明星是不会坐地铁的。

这是娱乐产业不成熟的体现，或许与国内地粉丝太多有关系。在日本、香港等地，在大街上见到明星再正常不过，这些地方，明星只是一个职业。

移动互联网兴起之后，中国内地的明星经济正在悄然地发生变化。

明星越来越多：你朋友眼里的明星，你可能根本没听说过。明星网红化，类似于美拍这样的造星平台越来越多之后，现在已是网红即明星，明星即网红的新娱乐时代。明星数量正在爆发式增长，粉丝被瓜分到一个个部落。这生动反映了长尾理论：“我们的经济和文化正在从为数较少的主流产品和市场向数量众多的狭窄市场转移。”注意力被稀释了，四大天王这类家喻户晓、老少通吃的明星不会再出现了。你有你的明星、我有我的明星，才是主流。

▲Skm破音

明星更接地气：移动互联网时代，如果明星选择与粉丝保持距离，结果就是被边缘化，你不care粉丝，你要跟粉丝保持距离，不好意思，粉丝很快就会遗忘你。范冰冰热情地在微博分享她的大黑牛，Skm破音成天晒他的大金毛，这些行为从结果上是一样的：更亲切更接地气，他们也要吃喝拉撒，也有油盐酱醋，他们不过是凡人。

明星走向大众：你朋友圈就有一个网红？不要觉得这是多么了不起的事情——这是一个人人都有机会成为网红的时代。明星不再遥不可及、深居简出，人们可以在真人秀见到胡军，可以在地铁碰到窦唯，可以在耳机发布会看到汪峰…明星正在走向大众，他们不过是芸芸众生的一员。网红更是大量渗透到人民群众中去，在饭店、在商场、在地铁见到网红，千万不要大惊小怪。前几日看到有吴亦凡在火车站被粉丝围得水泄不通不得不换乘到下一个站，不好意思，这是上古时代的追星方式，很快就会消失。

不是网红的明星不算真明星

过去，明星和网红是两个对立群体，许多明星对于“网红”是不屑的，事实上，还有一些明星甚至连移动互联网都无法接受。随着明星经济的悄然变化，新一轮话语权正在更迭：网红正在悄然取代明星的地位。接地气，大众化，善用移动互联网，均是网红的优势，卖力的表演，真诚的互动，粉丝都心服口服。

以在美拍快速崛起的Skm破音为例，其标签是高颜值男歌手，与一般的歌手不同，破破的美拍内容新颖不说，其特别注重和粉丝的互动：唱每一支歌都会和粉丝聊天，开轻松幽默的玩笑，在他唱歌时，其粉丝还会通过弹幕手打歌词，形成一种全新的互动方式。传统明星太装，放不下身段，给了网红们趁虚而入的机会——当然，可称之为借助于移动互联网弯道倒车，互联网正在颠覆各行各业，明星亦不能置身事外。

明星网红越来越多无异于一场“供给侧”改革，粉丝越来越稀缺，明星网红必须努力去争夺粉丝。在电视台假唱的明星，市场只会越来越小，明星们都必须接受要去做网红的事实，你在网络没人气，你就没有人气。网红和明星的概念越来越模糊，未来人气巨大的网红就是大明星；不是网红就不是真明星。就像互联网改变传统行业一样，如果明星不拥抱网红经济，就会被颠覆。

网红争夺广告预算 更是直接抢了明星饭碗

明星有着让人艳羡的生活，一夜成名，财务自由，极尽奢华，不在话下。但明星的钱来自哪里？大概分为两部分，唱片、演唱会、电影票这类直接让粉丝给钱的商业模式，商业品牌邀请代言这类后向收入模式。从“我们还欠星爷一张电影票”可知，过去明星主要收入还是靠后者，即代言。

国外正在兴起的现象是，品牌厂商越来越亲睐找“网红”代言了。

WWD最新报道指出，知名度高的博主们，在刚刚过去的2015年收入保持在100万到300万美元之间，他们成为品牌们的新宠儿。网红与品牌的合作很多样：在Instagram上传一张使用了品牌衣服、鞋子、包袋的照片，就有5000-25000美元的酬劳——这是半年前价格的五倍；220万Instagram粉丝的KristinaBazan，去年10月和欧莱雅签订了7位数的合约，几乎打破行业纪录……

正是看到品牌商对“网红”们的兴趣大增，帮助网红更好商业化的机构出现了，例如拥有AimeeSong、ChriselleLim、JamieBeck、RachelParcell、JuliaEngel等知名时尚博主的DigitalBrandArchitects（DBA），主要就是为品牌提供公共关系和数字战略服务。

上述故事正在中国上演。石榴婆报告等时尚博主，正在帮助越来越多品牌进行营销，据说一个微信广告就值几十万，WeMedia为代表的自媒体联盟事实上功能与DBA并无二致，中国甚至还有帮助品牌在自媒体大V中进行自动化广告投放的“微播易”平台。随着美拍等网红造星平台的崛起，未来还会有更多商业化的案例和模式出现。

成长于移动互联网的新一代网红明星，正在瓜分品牌商的营销预算。对于传统明星来说，这并不是什么好消息。正在“网红化”的传统明星并不会受此影响，反而是好消息：范冰冰发一条使用某品牌太阳镜的微博，抵得上许多数网红一年的收入，商业本质没变，只是换了地方而已。这再一次说明，不会做网红的明星，不是真明星。