揭秘网络红人们的致富之路

Not long ago, YouTube star Michelle Phan wowed the beauty products market when she succeeded in setting up a personal cosmetics brand by just uploading makeup tutorials to YouTube. To this day, her success is hailed as a testament to the power of the Internet.
不久前，YouTube红人米歇尔·潘震惊了整个美妆市场：她靠着在视频网站YouTube上更新教程成功地建立了自己的化妆品品牌。直至今日，她的成功依然被赞为网络力量的证明。

Now, thousands of others are trying to emulate Phan in China. They boast huge online following. The ability to transfix eyeballs online, especially on social networking platforms, these days translates to celebrityhood and riches.
现在，中国有很多人试图效仿潘。这些人在网上有大量的粉丝。她们在社交网络平台上吸引眼球的能力使得他们成为了网络红人和富人。

Such leaders are building up thousands of online communities by sharing knowledge on subjects like fashion, beauty and electronic games or just by producing humorous videos. In the process, they make loads of money.
这些潮流领导者创建了大量的线上社区，在其中分享如时尚，美容和电子游戏等不同领域的知识，或者是制作搞笑视频。在这个过程中，他们挣到了很多钱。

The list below summarizes the key ways by which such cyber stars grow rich:
以下几点能够总结出这些网红们挣钱的诀窍。

1.Tips and virtual gifts from fans
1.粉丝或打赏或送虚拟礼物

Most online platforms have introduced a "tips" system for fans to give cash to online celebrities. For example, when an online celebrity publishes a fashion-themed article on WeChat, China's most popular instant messaging tool, readers can reward the author with tips ranging from 1 yuan (15 cents) to 256 yuan by using its digital payment tool.
多数线上平台都引进了“打赏”系统，方便粉丝给网红们打款。举个例子，当一位网红在中国最流行的即时信息交流平台微信上发表了一篇关于时尚的文章后，读者们可以通过微信的数字支付工具用1到256元的赏钱奖励作者。

2.Advertising fees from luxury brands
2.奢侈品牌广告费

Luxury brands such as Channel and Prada are turning to online celebrities for targeted marketing. When releasing latest products, these companies often invite online celebrities to advertise the products on Sina Weibo, China's version of Twitter.
奢侈品品牌如香奈儿和普拉达向网红寻求帮助，以进行有针对性的营销。每当有新品发布时，这些公司就会邀请网红在中国版Twitter微博上打广告。

3.Profits from running online stores
3.经营网店获利

Setting up a personal fashion brand is the most popular income source for most online celebrities. It is also the stream that pulls in the largest part of their income. One shining example is Zhang Dayi, 28. She has cultivated more than 4 million followers on Sina microblog. By regularly posting her store's fashion items and corresponding links on her Sina microblog account, Zhang successfully converted her online store on marketplace Taobao into a must-visit destination for female online shoppers. Her shop is listed as the second-best store in terms of sales in 2015 on Taobao, the consumer-to-consumer platform of Alibaba Group Holding Ltd.
对于网红们来说，最普遍的收入来源莫过于建立个人时尚品牌了。这也是她们收入的主要来源。一个引人注目的例子就是28岁的张大奕。她在微博上有超过四百万粉丝。张大奕经常在她的微博账户上发表店铺时尚单品的链接，这使得她的店铺成为女性在淘宝网红店中必逛的店铺。2015年她的店铺销售量在淘宝（阿里巴巴旗下C2C购物平台）上高居第二。

4.Appearance fees
4.通告费

Internet celebrities no longer limit their commercial activities to the online world. It is increasingly common for companies to pay them to attend offline gatherings like product launches and similar corporate events and celebrations.
网红们不仅仅只在线上赚钱。现在也有公司付费邀请网红出席产品发布会，或者类似的合作项目、庆典等线下活动，这一情况已经越来越普遍了。