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网红，从刚开始的文学的痞子蔡、视频的后舍男孩，到后来的时尚的呛口小辣椒、个性的芙蓉姐姐和凤姐等，可谓是长江后浪推前浪。2016年，可以称得上是真正的“网红元年”。有人估计，2016年“网红产值”接近580亿元人民币，这个数额甚至超过了2015年电影票房的450多亿元。在这个被纷繁色彩填充的“经济”里，网红作为互联网经济崛起出现的独特的文化现象，逐渐走上了产业化运作的道路，在不经意间渗透到了全社会的方方面面。
“2016中國第一网红”Papi酱
Papi酱，本名姜逸磊，不到一年时间，她的身份从中央戏剧学院导演系研三学生转换为“2016中国第一网红”。2016年3月，Papi酱获得1200万元人民币融资，估值1.2亿人民币左右。Papi酱很早就有一颗“想做网红”的心。在早期，她的微博多为段子和gif动图，2015年7月开始陆续发秒拍和小咖秀短视频，但都是相对常见的无厘头恶搞视频。在这过程中，她的风格不断迭代，也始终保持着与粉丝的互动。不经意间，戳中网络爆点的是她的短视频《上海话+英语第一弹》，这让毫无准备的Papi酱的浏览量冲破百万。
Papi酱略带浮夸的演技，很好地拿捏了用户的口味，夸张的表演方式却不让人反感。很多人觉得Papi酱不修边幅，随便穿一件T恤就开录了，而且很多背景都在一个简单的房间内完成：你可以看到她挂在沙发上的大棉袄，可以看到桌上放的零碎杂物。看腻了千篇一律的网红，接地气的papi酱更容易被普通网友接受。
在之后的短短几个月时间里，Papi酱凭借40多条原创短视频，成为2016年当仁不让的第一网红。她的微信公号发布后，点击量很快就达到10万，她的短视频在腾讯、优酷、Bilibili等平台累计播放量过亿，发布当天必上热门。她在那些以吐槽为主的段子里嬉笑怒骂，用灵性和烟火气聚拢人气。
从爆红后的不知所措到开始正面面对舆论，Papi酱用一句略带无奈的话来描述自己的改变：“我也是经过了这几个月的时间，才慢慢明白了不能一直躲在自己的舒适地带里。”
2016年6月16日，微博“超级红人节”盛典在上海举行，站在众多修饰过度的网红堆里，穿一件低调清新小黑裙出场的Papi酱被网友称为“网红里的一股清流”。这个月，Papi酱在微博晒出答辩通过的照片，拿到中戏导演系硕士学位让人信服，她果真就是“集美貌与才华于一身的女子”。
7月，Papi酱做了一次主播。11日晚上9点，她在八大直播平台首秀，穿一件黑色连衣裙素颜出场，一边聊天一边吃宵夜。数据显示，截至10点半直播结束，全网在线人数超过2000万。“网络时代，大家的注意力本身就是短暂的。”Papi酱并不担心，“我是个有点‘一时兴起’的人，拍短视频就是一时兴起，之后也有可能一时兴起去做点别的什么。这都有可能。”
果不其然。最近，《七月和安生》的导演曾国祥执导的新作《玲姐大闹萌贵坊》开始了拍摄。该片由陈可辛监制，编剧则是Papi酱。若没有一定的才情积累，一般的小网红怎能胜任编剧一职。
颜值不再成为网红的通行证
有人说，网红的世界里充斥着假脸、假胸、假鼻子，多数人早已忘记那个靠才气、灵气、傲气收获认可的年代。但是只靠身材和颜值走红的，并不能称得上是真正意义上的网红。如今门槛越来越高，博人眼球式的一夜爆红，已经成为过去式。
今天基本不会有诸如奶茶妹、犀利哥、凤姐之类的草根角色，现在想要成为网红，必须是自身在专业领域坚持的一个结果。Papi酱的短视频虽然时间都不长，但是通过剪辑后信息十分密集，可见其内容创作的强度是比较大的，因此输出才获得足够关注。这一点也印证了网红的精英化，同时也说明前期积累时间正在变长。
网红从2004年横空出世的芙蓉姐姐、凤姐等，到后来以模特、主播、学生为主的代表，再到如今Papi酱、王思聪甚至薛之谦等精英，构成发生了两次比较大的迭代，总体表现的趋势是个人的综合素质及专业素质显著提高，高学历已成为常态。文化是拥有梯度效应的，例如欧美网红基本上都是专业领域的佼佼者，如摄影师、时尚人物、创意人等。
颜值一般，24岁的澳洲籍亚裔女孩章凝是时尚界的宠儿。这名大学生因“无聊”在16岁时开通了个人博客，很快就集时尚博主、摄影师、造型师于一身，在图片分享网站聚拢了63万粉丝。看似突然，其实章凝在人后做了很多准备，一周运动5次，每次一小时;作为素食主义者，她晒出了自己的健康食谱。她打开时尚界大门的一个重要决定是去参加纽约时装周，自己承担一半费用，另一半则通过商学院项目赞助。澳洲的时装行业发展滞后，她把这看作是一个机会。她和澳大利亚广播公司谈了一档节目，叫“时尚亚洲”，专门给大家介绍亚洲各个城市的时尚、设计和艺术文化。凭着这档节目的关系，她一个学期里去了7个城市，又迅猛地增加了一批关注者，吸引了更多生活品牌的注意，开始对这个极具商业头脑的女孩进行赞助。另外，身为专业摄影师的她，也指导了一些品牌的大片拍摄。
网红在中国逐渐成为了一种职业。从特征上来看，他们更像是娱乐圈艺人，需要定期主动寻求曝光激活粉丝的活跃度。现在也是一个集体消费网红的时代，网红们通过自身在社交媒体上的口碑、创造力和影响力，吸引大量粉丝和流量，而这些社交资产的商业价值早已爆发出来。
有人說，“网红是个迅速蹿红的群体，但同时也是个速朽的群体。”无论依靠时尚、美食、旅行，抑或依靠摄影而走红的网红，他们都需要在各个领域有一定的耕耘，这样才能拥有持久的活跃度和生命力。在不远的将来，我们势必见到更多的网红横空出世，为我们贡献出不止是美貌更是才华。
（本文图片由肖奇提供）
Ever since the Chinese ‘web red’ scene was opened by such hits as Riffraff Cai， Sister Furong and Sister Feng years ago， the country’s ‘web celebrity’ economy has grown into a powerhouse that yielded about 58 billion yuan in the year 2016， regarded as the first year of China’s ‘web red’ era. The whopping output value even beat the country’s cinema box office revenue of 2015. The past few years have seen the rise of the ‘web reds’ power in the bustling Internet economy as a new industry is blooming with its far-reaching influences impacting all aspects of the life of ordinary people.
Known as the online moniker Papi Jiang， Jiang Yilei is a Chinese comedian known for her comedy on video blogs， where she pokes fun at everyday topics including entertainment news， dating and family relationships. She attended China’s Central Academy of Drama， where she received her undergraduate and postgraduate degrees. It took her less than one year to shoot to fame by posting original sarcastic videos via social media. She was “the No. 1 Internet Celebrity” in China in 2016. Also in 2016， Papi Jiang landed RMB 12 million （USD 1.8 million） from investors and an online video show called Logic Talk Show. Her videos have received more than 290 million hits on major media platforms in just four months.
While her meteoric rise to popularity is like many other ‘web reds’， what’s behind it is different. One of her most popular videos is a rant about when people in love are engaged in PDA （Public Displays of Affection）. She also parodied white-collar young women who gossip about and trash their more attractive colleagues. In another series of popular videos she parodies people who talk in a mixture of Shanghai’s regional dialect， English and the occasional Japanese phrases. In a sense， Papi Jiang proved herself a non-stereotypical ‘web red’ with a down-to-earth stance that brings her closer with an ever-growing hard-core following on major social media platforms such as Youku and Bilibili.
Regarding all the changes that have been brought by her catapulting to fame， Papi Jiang said， “It took me several months to realize the importance of getting out of one’s comfort zone.” At the award night of the 2016 Super Web Celebrities held in Shanghai on June 16， 2016， Papi Jiang won a new army of fans with her low profile， and a picture posted on her Weibo and showing her graduating from the university with a Master’s Degree in Directing adds more to her popularity. The world of ‘web reds’ has changed a lot over years. It takes a lot more than a plastic， good-looking face and a sexy figure for someone to shoot to fame overnight and stand in the limelight for a long time. The times of ‘Sister Milk Tea’ and ‘Brother Sharp’ have become history. Nowadays， it takes high specialization in a professional field to stand out in the ‘web celebrity’ legion， as has been proved in Papi Jiang’s case.
Today， China’s ‘web red’ frontlines are dominated by TV anchors， models， students and industrial elites such as Wang Sicong and Xue Zhiqian. Xue is a Chinese singer， record producer， actor and television host who achieved huge success in his 2016 comeback and gained immense popularity which can be seen from his participation in over 50 popular variety programs solely in 2016.
A good example of how the brain， instead of physical beauty， is the key to success is Zhang Ning， a 24-year-old Chinese Australian. Behind the sensational launch of her blog at the age of 16 is the girl’s unremitting effort and perseverance in marching into the frontlines of the world’s ‘fashion club’. Seeing the stale fashion industry of Australia as an opportunity to enhance her exposure， she launched a program called ‘Asia and Fashion’ with the Australia Radio. Over the years， she has built a reputation with her stunning business acumen and photography skills.
“2016中國第一网红”Papi酱
Papi酱，本名姜逸磊，不到一年时间，她的身份从中央戏剧学院导演系研三学生转换为“2016中国第一网红”。2016年3月，Papi酱获得1200万元人民币融资，估值1.2亿人民币左右。Papi酱很早就有一颗“想做网红”的心。在早期，她的微博多为段子和gif动图，2015年7月开始陆续发秒拍和小咖秀短视频，但都是相对常见的无厘头恶搞视频。在这过程中，她的风格不断迭代，也始终保持着与粉丝的互动。不经意间，戳中网络爆点的是她的短视频《上海话+英语第一弹》，这让毫无准备的Papi酱的浏览量冲破百万。
Papi酱略带浮夸的演技，很好地拿捏了用户的口味，夸张的表演方式却不让人反感。很多人觉得Papi酱不修边幅，随便穿一件T恤就开录了，而且很多背景都在一个简单的房间内完成：你可以看到她挂在沙发上的大棉袄，可以看到桌上放的零碎杂物。看腻了千篇一律的网红，接地气的papi酱更容易被普通网友接受。
在之后的短短几个月时间里，Papi酱凭借40多条原创短视频，成为2016年当仁不让的第一网红。她的微信公号发布后，点击量很快就达到10万，她的短视频在腾讯、优酷、Bilibili等平台累计播放量过亿，发布当天必上热门。她在那些以吐槽为主的段子里嬉笑怒骂，用灵性和烟火气聚拢人气。
从爆红后的不知所措到开始正面面对舆论，Papi酱用一句略带无奈的话来描述自己的改变：“我也是经过了这几个月的时间，才慢慢明白了不能一直躲在自己的舒适地带里。”
2016年6月16日，微博“超级红人节”盛典在上海举行，站在众多修饰过度的网红堆里，穿一件低调清新小黑裙出场的Papi酱被网友称为“网红里的一股清流”。这个月，Papi酱在微博晒出答辩通过的照片，拿到中戏导演系硕士学位让人信服，她果真就是“集美貌与才华于一身的女子”。
7月，Papi酱做了一次主播。11日晚上9点，她在八大直播平台首秀，穿一件黑色连衣裙素颜出场，一边聊天一边吃宵夜。数据显示，截至10点半直播结束，全网在线人数超过2000万。“网络时代，大家的注意力本身就是短暂的。”Papi酱并不担心，“我是个有点‘一时兴起’的人，拍短视频就是一时兴起，之后也有可能一时兴起去做点别的什么。这都有可能。”
果不其然。最近，《七月和安生》的导演曾国祥执导的新作《玲姐大闹萌贵坊》开始了拍摄。该片由陈可辛监制，编剧则是Papi酱。若没有一定的才情积累，一般的小网红怎能胜任编剧一职。
颜值不再成为网红的通行证
有人说，网红的世界里充斥着假脸、假胸、假鼻子，多数人早已忘记那个靠才气、灵气、傲气收获认可的年代。但是只靠身材和颜值走红的，并不能称得上是真正意义上的网红。如今门槛越来越高，博人眼球式的一夜爆红，已经成为过去式。
今天基本不会有诸如奶茶妹、犀利哥、凤姐之类的草根角色，现在想要成为网红，必须是自身在专业领域坚持的一个结果。Papi酱的短视频虽然时间都不长，但是通过剪辑后信息十分密集，可见其内容创作的强度是比较大的，因此输出才获得足够关注。这一点也印证了网红的精英化，同时也说明前期积累时间正在变长。
网红从2004年横空出世的芙蓉姐姐、凤姐等，到后来以模特、主播、学生为主的代表，再到如今Papi酱、王思聪甚至薛之谦等精英，构成发生了两次比较大的迭代，总体表现的趋势是个人的综合素质及专业素质显著提高，高学历已成为常态。文化是拥有梯度效应的，例如欧美网红基本上都是专业领域的佼佼者，如摄影师、时尚人物、创意人等。
颜值一般，24岁的澳洲籍亚裔女孩章凝是时尚界的宠儿。这名大学生因“无聊”在16岁时开通了个人博客，很快就集时尚博主、摄影师、造型师于一身，在图片分享网站聚拢了63万粉丝。看似突然，其实章凝在人后做了很多准备，一周运动5次，每次一小时;作为素食主义者，她晒出了自己的健康食谱。她打开时尚界大门的一个重要决定是去参加纽约时装周，自己承担一半费用，另一半则通过商学院项目赞助。澳洲的时装行业发展滞后，她把这看作是一个机会。她和澳大利亚广播公司谈了一档节目，叫“时尚亚洲”，专门给大家介绍亚洲各个城市的时尚、设计和艺术文化。凭着这档节目的关系，她一个学期里去了7个城市，又迅猛地增加了一批关注者，吸引了更多生活品牌的注意，开始对这个极具商业头脑的女孩进行赞助。另外，身为专业摄影师的她，也指导了一些品牌的大片拍摄。
网红在中国逐渐成为了一种职业。从特征上来看，他们更像是娱乐圈艺人，需要定期主动寻求曝光激活粉丝的活跃度。现在也是一个集体消费网红的时代，网红们通过自身在社交媒体上的口碑、创造力和影响力，吸引大量粉丝和流量，而这些社交资产的商业价值早已爆发出来。
有人說，“网红是个迅速蹿红的群体，但同时也是个速朽的群体。”无论依靠时尚、美食、旅行，抑或依靠摄影而走红的网红，他们都需要在各个领域有一定的耕耘，这样才能拥有持久的活跃度和生命力。在不远的将来，我们势必见到更多的网红横空出世，为我们贡献出不止是美貌更是才华。
（本文图片由肖奇提供）
Ever since the Chinese ‘web red’ scene was opened by such hits as Riffraff Cai， Sister Furong and Sister Feng years ago， the country’s ‘web celebrity’ economy has grown into a powerhouse that yielded about 58 billion yuan in the year 2016， regarded as the first year of China’s ‘web red’ era. The whopping output value even beat the country’s cinema box office revenue of 2015. The past few years have seen the rise of the ‘web reds’ power in the bustling Internet economy as a new industry is blooming with its far-reaching influences impacting all aspects of the life of ordinary people.
Known as the online moniker Papi Jiang， Jiang Yilei is a Chinese comedian known for her comedy on video blogs， where she pokes fun at everyday topics including entertainment news， dating and family relationships. She attended China’s Central Academy of Drama， where she received her undergraduate and postgraduate degrees. It took her less than one year to shoot to fame by posting original sarcastic videos via social media. She was “the No. 1 Internet Celebrity” in China in 2016. Also in 2016， Papi Jiang landed RMB 12 million （USD 1.8 million） from investors and an online video show called Logic Talk Show. Her videos have received more than 290 million hits on major media platforms in just four months.
While her meteoric rise to popularity is like many other ‘web reds’， what’s behind it is different. One of her most popular videos is a rant about when people in love are engaged in PDA （Public Displays of Affection）. She also parodied white-collar young women who gossip about and trash their more attractive colleagues. In another series of popular videos she parodies people who talk in a mixture of Shanghai’s regional dialect， English and the occasional Japanese phrases. In a sense， Papi Jiang proved herself a non-stereotypical ‘web red’ with a down-to-earth stance that brings her closer with an ever-growing hard-core following on major social media platforms such as Youku and Bilibili.
Regarding all the changes that have been brought by her catapulting to fame， Papi Jiang said， “It took me several months to realize the importance of getting out of one’s comfort zone.” At the award night of the 2016 Super Web Celebrities held in Shanghai on June 16， 2016， Papi Jiang won a new army of fans with her low profile， and a picture posted on her Weibo and showing her graduating from the university with a Master’s Degree in Directing adds more to her popularity. The world of ‘web reds’ has changed a lot over years. It takes a lot more than a plastic， good-looking face and a sexy figure for someone to shoot to fame overnight and stand in the limelight for a long time. The times of ‘Sister Milk Tea’ and ‘Brother Sharp’ have become history. Nowadays， it takes high specialization in a professional field to stand out in the ‘web celebrity’ legion， as has been proved in Papi Jiang’s case.
Today， China’s ‘web red’ frontlines are dominated by TV anchors， models， students and industrial elites such as Wang Sicong and Xue Zhiqian. Xue is a Chinese singer， record producer， actor and television host who achieved huge success in his 2016 comeback and gained immense popularity which can be seen from his participation in over 50 popular variety programs solely in 2016.
A good example of how the brain， instead of physical beauty， is the key to success is Zhang Ning， a 24-year-old Chinese Australian. Behind the sensational launch of her blog at the age of 16 is the girl’s unremitting effort and perseverance in marching into the frontlines of the world’s ‘fashion club’. Seeing the stale fashion industry of Australia as an opportunity to enhance her exposure， she launched a program called ‘Asia and Fashion’ with the Australia Radio. Over the years， she has built a reputation with her stunning business acumen and photography skills.