圈层下的“新网红经济”：演化路径、价值逻辑与运行风险

"New Internet Celebrity Economy" in the Context of Social Circle and Stratification:Evolutionary Path,Value Logic and Operational Risk

在互联网持续的技术赋权作用下,我国的网红从大众网红逐渐迭代为圈层网红,圈层内外明显的知识与审美隔阂极大增强了圈层网红与粉丝之间的黏性,同时也造成了圈层内外的明显区隔。基于此,我国网红经济也从早期聚焦注意力营销的"流量"模式,逐渐向以产品销售为最终诉求的"带货"模式演化,形成了以圈层为基础的"新网红经济"。这一新经济样态的背后,网民构成的变迁和圈层内"回声室效应"发挥了重要作用,随着5G、VR和物联网的应用,"新网红经济"的发展也得到进一步助力。但同时,这种"带货"模式的"新网红经济"也暗含着"人红"优先于"货红"的产业链倒置风险,不仅会带来消费者权益损害的风险,还可能使自身淹没在产业互联网的未来浪潮中。从本质上来看,新网红经济是既有品牌经济秩序失灵背景下新的信任这一稀缺资源的替代品,也为我们展示了新的信任资源生成机制的创新性特征。

Due to the technology empowerment of the Internet,China’s Internet celebrity has gradually evolved from mass Internet celebrity to Internet celebrity of social circle and stratification.The obvious gap in knowledge and aesthetic inside and outside the social circle greatly strengthens the connection between Internet celebrity and fans.As a result,China’s Internet celebrity economy has evolved from the "flow" mode focusing on attention marketing to the "selling" mode with product sales as its ultimate appeal,which leads to the forming of a "new Internet celebrity economy" based on social circle and stratification.Changes in the composition of netizens and "echo-chamber effect" play an important role in this new economic pattern.The "new Internet celebrity economy" will be further boosted by the application of 5 G,VR and the Internet of Things,while the "selling" mode may imply the risk of the inversion of industrial chain because in this "new economic mode",Internet celebrities take precedence over "product",which may damage consumer interests,and the new Internet celebrity economy may also be submerged in the future wave of industrial Internet.In essence,the new "internet celebrity economy" is not only a substitute for the new trust,which is a scarce resource in the context of the failure of brand economic order,but also shows us the innovative characteristics of the new trust resource generation mechanism.