揭祕吸金能力驚人的中國網紅
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閒生活照。
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.
照片裏，玲玲衣着時尚、妝容精緻，或是出現在高級餐廳和咖啡廳，或是和閨蜜們參加聚會和社交活動，要麼就是在菲律賓長灘島、東京和迪拜四處旅遊。
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.
但是她苦心經營自己的網絡形象並不是爲了讓自我感覺良好或是讓朋友羨慕嫉妒。她只是一個新晉的網絡紅人，即網紅。
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.
網紅是個利潤頗豐的行業。據報道，中國網紅第一人張大奕收入已高達三億元（合3500萬英鎊、4600萬美元），已經完全超過中國的一線明星范冰冰了。據福布斯報道，去年范冰冰的收入約爲2100萬美元。
Online fashionistas
網絡時尚達人
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".
中國有兩種網絡紅人。一是因自制原創內容出名的，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。第二種就是網絡時尚達人。
Ling Ling and Zhang Dayi fall into the second category, selling clothes and cosmetics on Taobao, China's leading online shopping site.
玲玲和張大奕則屬於第二種類型，她們在中國某主要網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.
她們穿着自家銷售的衣服拍照，爲自己的網店充當模特，而一些粉絲也就成爲了她們最忠實的買家。
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.
玲玲已經在網上活躍十年了，微博擁有超過33萬粉絲，但她說自己原本無意成爲一名網紅。
"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."
“剛開始的時候只有論壇。我每天曬圖配文，得到了許多人的關注。”
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歲時在上海開了家實體服裝店，但是她很快意識到了網絡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.
她的網店每月銷售額約爲三十萬元，節假日時這個數字還會翻倍。
But these numbers did not satiate her ambition, so she signed a contract with Tophot, an incubator aimed at nurturing top internet celebrities.
但是她並沒有滿足於此，所以她和網紅孵化公司Tophot簽訂了合同，這家公司旨在培養頂級網紅。
'Outperforming A-listers'
比一線明星的表現更優異
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.
根據第一財經商業數據中心（CBNData，基於阿里巴巴的一家商業數據公司），2016年“網紅經濟”市值將達到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了“網紅孵化公司”的興起，這些公司爭先恐後地挖掘和培養下一個“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此類的網紅孵化公司會培訓嶄露頭角的網紅，教授她們拍照、化妝以及表演技巧。公司也作爲網紅代表爲她們尋求產品代言的工作，並收取網紅收入的一定提成作爲回報。
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公司的創辦者陳譽瑾表示，網紅的表現已優於一線大腕了，這是因爲網紅更“接地氣”，更平易近人。
"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：“張大奕並不是一個大美人，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妝的話，也能像張大奕一樣。”
