目 录
Net red economic thinking mode
什么是网红 ··························································································2
1.1.1 网红的定义 ··························································································2<p class="Pa13">目 录</p> <p align="center" class="Pa8">Net red economic thinking mode </p> <p class="Pa13">什么是网红 ··························································································2 </p> <p class="Pa14">1.1.1 网红的定义 ·························································································· 2 </p> <p class="Pa14">1.1.2 网红的类型 ·························································································· 2 </p> <p class="Pa14">1.1.3 网红和传统明星的区别 ······································································· 5 </p> <p class="Pa14">1.1.4 互联网正在颠覆明星经济 ··································································· 8 </p> <p class="Pa14">1.1.5 形形色色的网络红人 ········································································ 10 </p> <p class="Pa14">1.1.6 网红发展的文化背景 ········································································ 14 </p> <p class="Pa14">1.1.7 网红发展的社会背景 ········································································ 16 </p> <p class="Pa14">1.1.8 网红背后的内容生产传播与消费机制解析 ······································ 17 </p> <p class="Pa13">1.2 解密网红历史 ····················································································19 </p> <p class="Pa13">1.3 网红的特征 ························································································20 </p> <p class="Pa13">1.4 网红为什么这么火 ·············································································22 </p> <p class="Pa14">1.4.1 为什么网红崛起是必然性结果 ························································· 22 </p> <p class="Pa14">1.4.2 网红为什么如此火爆 ········································································ 26 </p> <p class="Pa14">1.4.3 网红胜在持之以恒推广个人特色 ······················································ 30 </p> <p class="Pa14">1.4.4 网红火起来的背后心理因素 ····························································· 32 </p> <p class="Pa13">2.1 网红经济 ····························································································36 </p> <p class="Pa14">2.1.1 网红经济的定义与本质 ····································································· 36 </p> <p class="Pa14">2.1.2 网红经济的核心 ················································································ 37 </p> <p class="Pa14">2.1.3 网红经济爆发的原因 ········································································ 39 </p> <p class="Pa14">2.1.4 网红经济：海外早有先行者 ····························································· 41 </p> <p class="Pa14">2.1.5 为什么网红经济会火 ········································································ 43 </p> <p class="Pa14">2.1.6 不容忽视的网红经济 ········································································ 45 </p> <p class="Pa14">2.1.7 网红经济带来的新商业变局 ····························································· 47 </p> <p class="Pa14">2.1.8 网红经济会给哪些行业带来发展机遇 ·············································· 50 </p> <p class="Pa14">2.1.9 网红经济的现状及未来发展 ····························································· 52 </p> <p class="Pa13">2.2 粉丝经济 ····························································································53 </p> <p class="Pa14">2.2.1 粉丝经济的定义 ················································································ 53 </p> <p class="Pa14">2.2.2 粉丝经济的诞生 ················································································ 53 </p> <p class="Pa14">2.2.3 粉丝产业的七个方面 ········································································ 55 </p> <p class="Pa14">2.2.4 传统经济的两个时代 ········································································ 58 </p> <p class="Pa14">2.2.5 如何打造粉丝经济 ············································································ 59 </p> <p class="Pa13">2.3 社群经济 ····························································································63 </p> <p class="Pa14">2.3.1 什么是社群经济 ················································································ 63 </p> <p class="Pa14">2.3.2 社群经济开启一个伟大的时代 ························································· 65 </p> <p class="Pa14">2.3.3 社群经济时代的六个商业趋势 ························································· 66 </p> <p class="Pa14">2.3.4 粉丝经济与社群经济的本质区别 ······················································ 69 </p> <p class="Pa14">2.3.5 从网红看社群化营销 ········································································ 70 </p> <p class="Pa13">2.4 如何**利用网红思维 ·····································································72 </p> <p class="Pa14">2.4.1 网红将是下一个风口 ········································································ 72 </p> <p class="Pa14">2.4.2 如何利用网红思维售卖产品 ····························································· 74 </p> <p class="Pa13">2.5 月入百万的网红达人 ·········································································76 </p> <p class="Pa14">2.5.1 网络购物平台的“网红” ································································· 77 </p> <p class="Pa14">2.5.2 “网红”新势力 ················································································ 77 </p> <p class="Pa14">2.5.3 微商和网红的区别 ············································································ 79 </p> <p class="Pa14">2.5.4 网红背后有哪些宝 ············································································ 82 </p> <p class="Pa14">2.5.5 网红赚钱赢利的十大方法 ································································· 85 </p> <p class="Pa13">3.1 2016年网红产业的四大趋势 ·····························································92 </p> <p class="Pa13">3.2 时势造网红 ························································································95 </p> <p class="Pa13">3.3 成为网红的终级秘诀 ·········································································98 </p> <p class="Pa14">3.3.1 谁将可能成为网红 ············································································ 98 </p> <p class="Pa14">3.3.2 成为网红**综合素质 ··································································· 102 </p> <p class="Pa14">3.3.3 如何做一个好内容 ·········································································· 105 </p> <p class="Pa14">3.3.4 如何做一个成功的网红 ··································································· 105 </p> <p class="Pa14">3.3.5 如何让粉丝对你感兴趣 ··································································· 109 </p> <p class="Pa14">3.3.6 网红蹿红的法宝 ···············································································110 </p> <p class="Pa14">3.3.7 如何打造营销网红 ···········································································115 </p> <p class="Pa14">3.3.8 网红如何长红 ···················································································118 </p> <p class="Pa13">4.1 网络推手 ··························································································122 </p> <p class="Pa14">4.1.1 什么是网络推手 ·············································································· 122 </p> <p class="Pa14">4.1.2 网络推手特征 ·················································································· 122 </p> <p class="Pa14">4.1.3 行业准则 ························································································· 122 </p> <p class="Pa14">4.1.4 行业格局 ························································································· 123 </p> <p class="Pa14">4.1.5 推广方法 ························································································· 123 </p> <p class="Pa14">4.1.6 如何成为网络推手 ·········································································· 124 </p> <p class="Pa14">4.1.7 网络推手**八大素质 ··································································· 126 </p> <p class="Pa14">4.1.8 代表人物——浪兄 ·········································································· 129 </p> <p class="Pa13">4.2 网红“孵化器”如何运营网红模式 ················································130 </p> <p class="Pa14">4.2.1 什么是网红“孵化”公司 ······························································· 130 </p> <p class="Pa14">4.2.2 培育“网红模式” ·········································································· 130 </p> <p class="Pa14">4.2.3 网红“孵化器”的核心竞争力 ······················································· 132 </p> <p class="Pa14">4.2.4 网红“孵化”公司如何运营网红模式 ············································ 134 </p> <p class="Pa13">4.3 如何让网红变现 ··············································································138 </p> <p class="Pa13">5.1 淘宝网红 ··························································································146 </p> <p class="Pa14">5.1.1 淘宝网红的发展 ·············································································· 146 </p> <p class="Pa14">5.1.2 想成为成功的淘宝网红，需要掌握这些秘诀 ································· 150 </p> <p class="Pa14">5.1.3 淘宝网红推广技巧 ·········································································· 153 </p> <p class="Pa14">5.1.4 商家如何跟淘宝达人合作 ······························································· 156 </p> <p class="Pa13">5.2 网红商业运作解密 ···········································································159 </p> <p class="Pa14">5.2.1 网红的商业运作 ·············································································· 159 </p> <p class="Pa14">5.2.2 网红背后的产业链关系 ··································································· 162 </p> <p class="Pa14">5.2.3 网红的吸金大法 ·············································································· 164 </p> <p class="Pa13">5.3 如何打造网红店铺 ···········································································168 </p> <p class="Pa14">5.3.1 网红买手制的购物模式 ·············································��····················· 169 </p> <p class="Pa14">5.3.2 网红销售模式有望为品牌商打开吸引客流新渠道 ························· 169 </p> <p class="Pa14">5.3.3 网红虽然只是销售模式的转变，但有望帮助社交电商平台取代 </p> <p class="Pa14">**电商平台 ·················································································· 171 </p> <p class="Pa13">5.4 网红与电商的结合 ···········································································176 </p> <p class="Pa14">5.4.1 什么是电商及网红电商化 ······························································· 176 </p> <p class="Pa14">5.4.2 电商发展趋势 ·················································································· 177 </p> <p class="Pa14">5.4.3 运营模式 ························································································· 177 </p> <p class="Pa14">5.4.4 网红电商的运营优势 ······································································ 184 </p> <p class="Pa14">5.4.5 网红经济点燃社交电商 ··································································· 184 </p> <p class="Pa14">5.4.6 社交电商如何用好“网红思维” ···················································· 185 </p> <p class="Pa13">6.1 “国民老公”——王思聪 ·······························································192 </p> <p class="Pa13">6.2 一个集美丽与才华于一身的美女——Papi酱 ··································196 </p> <p class="Pa13">6.3 “洪荒少女”——傅园慧 ·······························································207 </p> <p class="Pa13">6.4 宠物爱好者——回忆专用小马甲 ····················································210 </p> <p class="Pa13">6.5 喜剧导演——叫兽易小星 ·······························································213 </p> <p class="Pa13">6.6 内地女模——张大奕 ·······································································217</p>显示全部信息前 言前 言
Net red economic thinking mode
什么是网红？
网红是网络红人的简称。简而言之，网红就是通过互联网的事件营销或策划，而成为万人瞩目的焦点，然后再根据曝光量和知名度，进行IP变现的一种营销或自我营销的方式。
中国的互联网经过了十几年的发展，已经逐渐从*早的聊天室，到社区、到论坛、到博客、到微博、到微信，再到现在的直播。通过数据不难发现，这些平台的变化是，越来越体现出碎片化、缩短化和简易化三个特性。从*早的“文字版的长篇大论”，到现在的只需点开直播，不需要好的文案，就可以与网友们互动，或者微博微信的140字，都是在不断迎合用户碎片化时间的需求。简易化是指用户的需求已经不再“大而全”，而更多的是“简而易”，这种特性也是网红时代的一个缩影。至于缩短化，我们可以从博客微博微信中看出。博客时代兴起了5-8年，微博时代兴起了3-4年，微信时代兴起了2-3年，直播时代刚推出，就已经成为网红的必争高地。这种原本属于社交工具的平台工具，正在被嗅觉灵敏的互联网营销人，作为快速变现的营销工具。前 言<br />Net red economic thinking mode<br />什么是网红？<br />网红是网络红人的简称。简而言之，网红就是通过互联网的事件营销或策划，而成为万人瞩目的焦点，然后再根据曝光量和知名度，进行IP变现的一种营销或自我营销的方式。<br />中国的互联网经过了十几年的发展，已经逐渐从*早的聊天室，到社区、到论坛、到博客、到微博、到微信，再到现在的直播。通过数据不难发现，这些平台的变化是，越来越体现出碎片化、缩短化和简易化三个特性。从*早的“文字版的长篇大论”，到现在的只需点开直播，不需要好的文案，就可以与网友们互动，或者微博微信的140字，都是在不断迎合用户碎片化时间的需求。简易化是指用户的需求已经不再“大而全”，而更多的是“简而易”，这种特性也是网红时代的一个缩影。至于缩短化，我们可以从博客微博微信中看出。博客时代兴起了5-8年，微博时代兴起了3-4年，微信时代兴起了2-3年，直播时代刚推出，就已经成为网红的必争高地。这种原本属于社交工具的平台工具，正在被嗅觉灵敏的互联网营销人，作为快速变现的营销工具。<br />从社交到营销，也是这个时代互联网工具的特性。<br /><br /><br />网红的走红，实际上满足颜值、口才、反应等先天因素就可以快速实现。而即便没有这些先天特性，通过自己的幽默、表演等，也可以成为网红的一条通路。说白了，从文案，到图片，再到视频，实际上是用户获取信息越来越懒，越来越直接的需求表现。<br />那么怎么才能通过网红来实现自我营销和产品品牌营销的价值？怎么才能通过网红掘到人生互联网的**桶金？怎么有效规避网红所带来的负面营销？甚至怎么成为网红的孵化器、网红经纪人？<br />读读这本书，相信会给你一些不一样的感觉。<br />由于时间仓促，加之水平有限，书中难免存在错误和不妥之处，敬请广大读者批评和指正。<br />*后，感谢各位读者的支持。如果对网红也有想法，欢迎与我们一起交流。衷心希望这本书，能对网红的从业者有所帮助。<br /> 编者显示全部信息媒体评论评论免费在线读2.5 月入百万的网红达人
在社会转型中，“互联网 ”中应运而生、新媒体环境下一跃而红的“新职业”——网红。他们大多数颜值高，善于表达，出身草根，拥有基数庞大的粉丝群，他们搭着新媒体的列车，借助美颜、短视频、微博……乘风破浪，席卷数百万粉丝。他们的收入是一个谜，也是一个诱惑，他们促成了“网红经济”的诞生和火爆。
2.5.1 网络购物平台的“网红”
淘宝平台上有一群网红越来越引起大家的注意，这群人*初的代表是小辣椒，到2015年“6·18大促”中，网红店铺已经蔚然成风，**前10的淘宝女装店铺中有7家是网红淘宝店铺。
网红店铺在各个方面都呈现出与以往店铺不同的特点。淘宝服饰行业总监唐宋指出，网红现象本质上是粉丝经济个体去**化，网红店铺都有靓丽的模特；店铺的消费者比淘宝用户平均年龄年轻5岁，集中于“85后”与“90后”；无线端消费占比比行业平均水平高10%~20%，这也与新技术的发展趋势高度契合。
网红店铺的供应链也更加柔性，常规的淘宝店铺流程为“上新—平销—折扣”，但网红店铺则是“选款—粉丝互动、改款—上新、预售—平售—折扣”。2013年大学毕业的赵大喜，在淘宝开店后，每天要花大量精力在微博上跟用户互动，推出样衣和美照，聆听用户们评论反馈，挑选受欢迎的款式打版，投产后正式上架淘宝店。这种更为柔性的供应链的好处就在于，选款能力强，测款成本低、C2M模式将成为可能，这代表了DT（数据处理技术）时代的运营方式。
2.5.2 “网红”新势力
以前的“网红”更多地被认为是长得好看、会化妆、会拍照，而如今他们正在通过自己的努力书写着一个个网红的淘宝店励志创业故事。
虽然像陈丹丹这样初具规模的创业者仍是少数，但一些规模依然较小的网红淘宝店，也正在顺利接下一家家投资机构的投资和加盟。“一是在社交平台上有大量的粉丝，二是强大的变现能力，能把这种‘红’变成一种生产力。”在淘宝服饰类目行业市场总监唐宋看来，网红现在已经能够被重新定义。“网红有很多优势，以前都没有被挖掘出来。例如在社交媒体上拥有大量粉丝、用户年轻且忠诚度高等。”
“传统的店铺运营，会先通过小批量的上新，看看市场后再决定是否推广。而红人直接把自己的衣服拍了放到朋友圈里，看看评论就能定下货单量。所以在供应链上，成本是**的低。”唐宋分析，“再加上粉丝忠诚度出奇的高，一位有50万粉丝的网红，平平常常就能得到4万多元的回报，这些都会将开店成本降到*低。”

目 录
Net red economic thinking mode
什么是网红 ··························································································2
1.1.1 网红的定义 ··························································································2

移动互联网时代，*快速的成名之路就是“网红”。“网红”掌握了整个互联网时代盈利的密码，“网红”也是左右互联网时代走势的风向标。如何从小白成为网红，如何拥有网红思维，拥抱直播红利？听 “网红造神三剑客”唐江山、赵亮亮、于亮与您分享个中真谛。