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网红是这样炼成的

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一场互联网经济时代下的品牌秀(网红是互联网经济的必然产物,网红即品牌!);一次内容红利时代下的思维变革;从网红到网红经济,千亿市场已开启,教您打造网红,共享商业盛宴!

Content Description

如今,越来越多的网红出现在公众眼前,2015年网红进入爆发期,但不是偶然。围绕网红衍生出的产业链也令人眼花缭乱:“网红孵化公司”“网红培训班”应运而生,网红推手、网红营销公司成为其背后的强大团队,网红代言产品、网红经营的淘宝店也收益大增。说到底,网红就是自媒体时代活跃在网络世界的明星,他们的出现改变了我们这个时代的“造星机制”,成名的门槛降低了很多。社交媒体环境的迅速变化,社交媒体产品的迭代加速,产生了们意想不到的现象,而网红现象是极为直接的体现,网红们也成了这个特定阶段zui大的受益者。随着网红的兴起和网红经济的出现,社会资本活泼地流向了它认为值得的方向,形成了网红经济。本书对网红的产生背景、网红经济的现状和背景进行了系统的总结,本书的读者定位为:有意成为网红的人,有意投资网红的人,以及想了解网红及网红经济的人。

Author Description

苏静,梦无缺工程创始人,北京梦无缺慈善基金会常务理事长;北京梦无缺文化发展有限公司CEO;广东佛山乐享网络科技有限公司董事长;正和岛岛邻;CCTV《奋斗》、《商界传奇》栏目顾问、财经评论员;北京大学、浙江大学、华中科技大学、清华大学深圳研究院、北京大学汇丰商学院MBA/EMBA特聘电商教授;十八界亚洲八大名师;第十届中国“创意策划领军人物”、广东省青年创新创业导师、广东省湖北家居协会执行会长;上海市管理学科学会连锁经营专委会首席电商专家!

Catalogue

第一章 大背景:网红为什么这样红
社会媒体环境迭生催生网红 1
众化圈层发酵下的网红 4
网红障红的三大法宝 7
为什么大家会捧红他 12
有人羡慕网红,有人参与产业链打造网红 15
平台扶持:从网红到网红经济的跨越 19
第二章 论资质:微商网红应具备的六个条件
条件一:是一个超级买手 25
条件二:必须懂社交互动 27
条件三:能拍出好图片 29
条件四:网红需要供应链 33
条件五:网红要高效吸引粉丝 36
条件六:懂得网络推广 41
第三章 析路径:要做网络红人,需走六个步骤
第一步:培养自己的个人气质 45
第二步:为未来可能成为网红想好一个名字 48
第三步:拥有属于自己的个人网站 52
第四步:尽量写些与众不同的文章 55
第五步:拍摄创意视频进行传播 58
第六步:宣传自己,形成病毒式营销 61
第四章 十大靠:成为网红,总得靠一桩
靠美成名:颜值不够软件修 65
靠丑成名:丑得有特点、有思想 71
靠写成名:写的是经历、性格、思想 74
靠说成名:1:语音表达要丰满 76
靠图成名:图片幽默搞笑,需要多下功夫 78
靠才艺成名:唱的是歌,煽的是情 82
靠卖萌成名: 要的就是萌萌哒 84
靠事件成名:网红也讲"事件营销" 86
靠视频成名: 娱乐大众是最重要的 90
靠事业成名:创业故事最感人 93
第五章 推星术:网络推手打造网红的功夫
网络推手及其特征 97
网络推手的行业格局 100
网络推手操作方式 103
网络达人的网络推手中间人 107
从虚拟人气到现实财富"软着陆" 110
网红的网络形象塑造 113
第六章 指迷津:网红社群化营销三大要素
要素一:社群化营销要娱乐化 117
要素二:社群化营销必须专注 122
要素三:社群化营销必须塑造品牌 124
第七章 解秘诀:如何成为一名能赚钱的网红
长得好看,事半功倍 127
背靠公司好乘凉 131
开个淘宝店,将顾客变为粉丝 134
经营淘宝店,你得懂网红思维 138
网红赚钱盈利的十大招数 141
第八章 群星谱:为十大网红估值
papi 酱:才华姐 149
罗振宇:内容网红鼻祖 154
王思聪:资本网红教主 160
奶茶妹妹:强东家族基金管理人 163
凤姐:新生代"天使" 165
马佳佳:营销吸金高手 167
王胜寒:从"纽约留学女"到"醉鹅娘" 171
陪我"声值社交"及网红团队 177
咪蒙:用文章满足用户需求 180
暴走漫画:紧跟热点,打造高质量内容 183
Introduction

打造网红就是一场营销秀
很多网络红人(简称"网红")貌似都是偶然间被人发现,然后传播开来,甚至于一夜之间火遍全球。事实上,网红成名的背后却有网红经纪公司这个幕后团队在推动,将他们从人群中推到众人面前,接受大家的品头论足。奶茶妹妹、甘煎西施、小月月、百元哥,甚至是流浪汉犀利哥频频出现,就像是忽如一夜春风来,网络红人遍地开,这些原本在人群中不起眼的平凡人,络绎不绝地在网络上走红。
近期,随着-大批网红的出现,围绕网红生发的商业链条和盈利模式也浮出水面,并被称为"网红经济"。大量的粉丝、强大的话题性、资本认可的商业变现能力、日益延伸的产业链……"网红经济"已经成为移动互联网时代一个重要的社会现象。
早在10年前的网络论坛时代,芙蓉姐姐就在推于们的运作下成名。此后,微博大V在自媒体时代风起云涌。而如今,随着微信公众号、短视频、直播平台等更多自媒体平台的出现,越来越多的网红出现在公众眼前,围绕网红衍生出的产业链也令人眼花缭乱"网红孵化公司"、"网红培训班"应
运而生,网红推手、网红营销公司成为其背后的强大团队,网红代言产品、网红经营的淘宝店也收益大增.......
可以说,如今正是一个崇尚个性传媒的时代。随着"95后"的崛起,他们在网上最爱做的是点赞、分享、评论和吐槽,最认同当下互联网上流行的宅、逗比、果、高冷等流行价值观,追求敢想敢说敢做,注重娱乐和社交,热衷于弹幕、美颜,聊天必备"表情包"。而作为移动互联网和网络社交平台最重要的用户,以"95后"为代表的青年一代所具有的这种心态也为网红的成长提供了社会基础。
其实说到底,网红就是自媒体时代活跃在网络世界的明星,他们的出现改变了我们这个时代的"造星机制",成名的门槛降低了很多。网红不需要其他人来界定和赋予权力,他们需要面对的只有用户,这也是互联网对社会更深刻的平面化影响。
罗辑思维公司创始人罗振宇表示“上一代市场的核心资源是‘组织力’+资本,企业的发展需要巨大的资本支撑,但在未来的市场上,资本的价值会逐步低落,‘组织力'仍然非常重要,‘魅力人格体'则会因为稀缺而更加重要,它可以将产业链上的其他资源聚合起来。。”罗振宇所说的“魅力人格体”,其实就是网红所具备的独特个性。
而从营销角度来说,打造网红就是一场营销秀:“产品”就是想成为网红的人,流程和做网络营销-样,首先进行产品的策划和定位,其次制定策略、确定渠道、寻找方法,最后实现盈利。
在网红经济产业链中,网红经纪公司具有重要作用。在网红经济渐渐兴起之时,海宝平台上逐渐出现了以莉家和榴莲家为代表的专业网红孵化公司。在网红孵化公司与网红的合作中,网红负责和粉丝沟通、推荐产品,网红孵化公司则将精力集中在店铺日常运营和供应链建设以及设计上。
由于资本的介入,网红们也从单打独斗逐渐变得规模化,甚至开始形成一条网红运营的流水线,从入驻孵化器发展到后期的淘宝大数据分析以及雇用专业的运营团队等。公司化的运作让一些网红的粉丝群体得到了迅猛扩张,店铺存在的供应链问题也因此获得了改善。
除了网红经纪公司这个"推手"的运作,网红自身也必须在各方面做出努力。要做网红、要成名,需要具备一定的个人资质,比如颜值高、能增粉、推广等,并遵循一定的步骤,还需要发挥个人特长及善于变现(即赚钱)等。当然这同样是一场营销秀,秀好台步,你就是网红,台步失误,自然被拉黑,这就是商业。
当然,无论何时、无论怎样,做一个内容制造者,生产出好的“内容”,就不愁没人买单。对网红经纪公司如此,对网红本人更是如此!

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