wen | xinmeidaybreak  zhangruibai

编辑 | 翟文婷

dangzhulirenzheigecipinfandichuxianzaidazhongshiye，youqijingguoxiaohongshudianshangdezhongxindingyiheqiangdiao，bumianrangrenxincunyilv：zheigequntishiquanxinde，haishiyuanbenjiucunzai？beihoudeshizhixingneihan、duichanyeliandeyingxiangli，shifoujingdezhubeiruciguanzhuhefangda？

guanyuzhulirendedingyi，meiyoubiaozhundaan。yourencengjiandancubaodishuotamenshi「youqiangdiaodegetihu」。

zaiwomensuojiechulejieyixiezhulirenzhihou，faxiantamenshenshangyoulianggegongtongtezheng：tamenyichuangshirenhuolianchuangdeshenfen，yongyouyigechanpinpinpai；zaishejiaopingtaizuochuyidingdegerenip。

zaiyongdabaihuafanyi，jiushilaobanqinzixiachangmianduimubiaoxiaofeizhe，jiangshuzijidechanpin。

ruguocongzheigejiaodulijiewenti，zailianxiangdaojinnianbeijingchezhan，shougeliuliangdebushichuantongyiyishangdepiaoliangchemo，ershileijun、hexiaopeng、weijianjundengcheqilaoban，shibushituranfaxian，erzhezhijianheqixiangsi？

tamendoushigongsilaoban，zhishiqiyeguimoyoudaxiaozhifen；tamendouzaizuogerenip，zhishiyingxiangliyouqiangruozhibie。

dangbulunqiyedaxiao，laobandouqinzizhandaotaiqian，zuozijichanpindedaiyanren，erbushijiangpinpaixingxiangjueduijianlizaidangemingxing，qiyezuochanpindewanfazhenshibianle。zheigeshidaijianggushideneihan、yutaiheluojiyebuyiyangle。

01 为什么有的是主理人，有的是老板？

zuoqiyedepengyougenchenchenbaoyuanguo，tayezaiyongxinyonglidifadouyinhexiaohongshu，weishenmezijidegerenipjiushizuobuqilai？

chenchenshiyijiazhubaoyuanchuangpinpai「maoshi」dechuangshiren，tazaixiaohongshudezhanghaozuolesannian，jileidao10wanfensi。chanpinjinguodongjie、liufangfeidengtoubumaishoudezhibojian，yebeibushaozhongwaimingxingbaokuomeiyemasiketuijianguo，xiaohongshu、douyin、tianmaodengqudaodouyoubuju，xianzaiquanwangpingjunmeiyueyouchaoguo100changdarenzhibo。

chuanglipinpaihezijiangerenip，zheiliangjianshichenchenjihushitongbujinxingde：

2021nianchu，「maoshi」liangchanqianbannian，zhiyouyangpindeshihou，tazaixiaohongshufenxiangchanpinbeihouguanyushiyongzhongguojianzhusunmaoyuzhubaoshejidelinian，weimaoshiyure；

tongshitayi「gongyeshejishi」deshenfen，shuchuchuandadengmeixuexiangguandeneirong。tadiyipianbaokuanbijijiushi「gongyeshejishide101taochuanda」。suoyi，xinmeidaybreakzaixuanpinhuidiyiciyudaochenchenshi，tajieshaozijijishimaoshidepinpaizhuliren，yeshiyimingmaishou。tazhizhezhouweidefushipinpaishuo，zheixiewodadouzaizhibojiandaiguo。

shenzhitadejingliyeshigerenipdezhongyaozuchengbufen。tazaixiaohongshuzhidingdeyitiaoneirongshi，yiweisidajinrongxingyedeshenjishi，turanjuedingfangqijidingrenshengguiji，jijiang30suizhiji，chuguoliuxuecongtoukaishixuexigongyesheji，zhihoufangqiguowaigongzuo，huiguochuangye。budebushuo，zheishimeitixihuandeyizhongchuangyegushi。

zheixiedoushigongkaikeyiqingnangxiangshoudedongxi，jibianruci，pengyouyehennanchaozuoye。

chenchenjichudejieshishi，yigezhulirenzaishenghuozhongbenlaijiushiyigekey opinion leader（kol, zhiyiweiyijianlingxiu），kenengtafagepengyouquandounengyingxiangyipiaoren，suoyizaishenghuozhongnenggouzuoweiyijianlingxiuderen，zaishejiaomeiticainengjixufaguang。yinwei「renshe」shizhenshide，bunengniezao。

zhouqijiushicongyimingchuandalingyudekol，jileiqiyidingdeyingxiangli，quniancongmaishoushengjiweizhuliren，zijianlefuzhuangpinpaichowki。suirantazaixiaohongshudefensizhiyou16wan，budaoyinianshijian，zhibojianyuegmvpoqianwanyuan。

tazaijieshizhulirenzheigeshenfenzuizhongyaodetezhishi，buzhiyiciqiangdiao，xuanpinchuandashi「yaofuhewodediaoxing，fuhekehudexuqiu。」benzhishang，zheijuhuashizaichuandi，jikehuchuangzaodejiazhidegengduoshitadegerenipshuxing。

biruzhouqinachulaifenxiangdejingdiananlishi，yijiannvshibaiseduanku，keyidachu50gexilie。erdangbeiwenji，zheimepangdadegongzuoliangshiruhewanchengshi，tashuo，gengduoshirichangdejilei，zuihouzuoleyigehuizongchengxian。

suoyi，kenenghenduorenmeiyoujizhushenzhibuhuifayinchowkizheigedanci，danruguorentongzhouqigerenchuandadeneirongshuchu，jiuhuixiadan。

congzheigejiaodujiang，zhulirenshenfendeshouyaoqiantishigerenip，shimougelingyudekol。

02 都是直播带货，跟一般意义上的主播有何不同？

zhibojianli，zhouqibenrenjiushizhujiao，yinweigengduoshuchuzijidejiazhilinian，bierenhennanjiangqingchu。shenzhitashuo，「meiyourenbiwogenglejieyonghutongdianxuqiu」。

chenchengerenzhibojian，bushimaoshizhuanchang，tameichangdouhuidapeiqitachanpin。liyoushi，「wojuedeyigerenyaoliti，nibujuederuguodanchunfenxiangzijipinpai，henxiangyigeshouhuoyuan？」zhiyumaoshi，meiyuezaiquanwangyou100changzhibo，taoueryehuizhuchangqitamaishou/darenzhibojian。

danshiyinuobennuoheokensho，zhulirenchujingdetongshi，gongsiyezaipeiyangtongchangyiyishangdezhubo。

qishizheiyeqianchuyigewenti：suoweizhulirengenyibanyiyishangdezhubodaodiyouhebutong？

okenshoshuyujiajuxingye，zhulirenlancechenshu，yinweixingyedipinxiaofeideshuxingwenti，tamenxuyaobuduanlaxin，danqishimubiaorenqunbutaihaozhao，「zhulirenshipinpairengehuadebuchong，richangdianbojiushiyaobuduanwajuexinyonghu，bangzhutamengenghaodilijiepinpai。」

chucizhiwai，yixiepinpaiyezaitongguozhulirenhegongsizhubodetezhi，xiyinbutongdexiaofeiqunti。

yinuobennuoshiwenwanpinpai，chuantongcaizhixiandaisheji，zhulirenenociqianjiushiwenwancongyezhe，muqianzaixiaohongshuyouchao10wanfensi。

tagaosuxinmeidaybreak，「wozhiboshimaidebijiaohaodeshizhongxingchanpin，gongsilingwaiyiweinvzhuboshouchuzuiduodeshinvxinghuachanpin。bingbushisuoyoupinpaidefensidouxihuanwozheizhong，zhongxingsuiyi、yusuyouhenkuaidefengge」。

zheixiekenengshirangzhulirenqubieyuyibanyiyishangzhubodeyinsu，danzuizhongyaodeyidianshi，tamenfaxian，zhulirenqinzixiachang，tongchangnengdaidonggenggaokedanjiadeshangpin。

2019nian，enozaixiaohongshugangkaishifabiji，diertianbijilianjiejiuwanchengyibijiazhi1.5wanyuandechengjiao。zheijidadiguwuleta。houlaifalizhibo，qibudanchangjiuyousansishiwanchengjiaoruzhang。erzaiqitapingtaizhibojian，wenwanpingjunkedanjiashi800kuai。

ruguozaiputongzhibojian，xiaofeizheduigaokedanjiadeshangpin，wangwangxincunyilv，henduorendoubunengguoduanxiadan。zhulirenzhanzaitaiqian，xiangdangyuyonggongsichuangshirendeshenfenbeishu，zhijieyingxiangyonghujuece。

zheicengyinsufanguolaiyehuiyingxiangxiaohongshudianshangdejiagefenweihedingjiajizhi。yinweitamendechuyigegongtongdeganzhi：dijiachanpinzaixiaohongshumaibudong。

lancecengjingchuguoyikuanshoujiazai4000yuanzuoyoudeyinliukuan，yinweikandaoqitapingtaidoushizheimezuode，jieguofaxian，fanershixiaole。

03 个人IP还是产品品牌？

zhulirendechuxian，bujinrangrenfawen，qihexinjingzhenglishigereniphaishichanpinpinpai？

bijing「zhangmuniang」zhirendongyuhui，burendongfangzhenxuan；xiaoyanggejiyuyintui，chichinanyishixian。zhulirengenchanpindeshendulianjieyehuiyouleisideyinyou。

enodangqiandeganshoushi，xiwangpinpaiyuzijijixubaochiqiangguanlian。「cikewoshizhanzaigongsidezuizhongxin，youzuiduoliuliangde。」erqietarenwei，chanpinyanfatuanduidehenduoideahekuangjiashitabenrenzhidingde，tashizhongmeiyoujiangzheiyikuaigongzuoneirongdiudiao。zaitadelijiezhong，zhulirenjiushiweizijidechanpinhelinianzhantai，zhixingheyi。

chenchendelijiezeqiaqiaxiangfan，tabingburenweipinpaixuyaoyuzhulirenbangdingtaishen。

congchuanglimaoshikaishi，chenchenjiubazhulirenzhanghaohepinpaizhanghaofenkailaizuo。zhulirenzhanghaochulefabuchanpinxiangguandexinxi，yehuifenxiangchuandasilu，chuangyexindedeng。zaizheigezhanghaoli，chenchengengxiangshiyigechuangzuoneirongdeyijianlingxiu，quyinlingyizhongshenghuofangshi，suoyiziranerrandi，tadezhibojianchuxiandechanpinpinleiyouyifu、baobao、xiezi、meizhuang，bingbuhuijuxianyuzhubao。

erpinpaizhanghaozewanquanweiraoziyoupinpai，bijizhonghuifabumingxinghuodarenchuandaimaoshidezhaopianhuoshipin。erqiemaoshideshouchubingbuhuiwanquanyilaiziyouzhibojian。

chenchendesikaoshi，zhulirendegerenxingxiangtuchu，xiaofeizhedezhuyilihuijizhongzaigeren，erbushichanpinshang，zheiyouliyoubi。ruguozhulirenshiyigenenglihenqiangdexiaoshoudaren，neimehuiduichanpinfazhanchuqiyouhendajiachi，danruguochanpinbenshenmeiyoushibiedu，yidanchanpinyuzhulirenfenkai，chanpinjianghenduzicunhuo。tarenwei，ruguozhulirenbuzhuzhongpinpaideshejiyuyan、jingshenneihedejianli，neipinpaizaiweilaidejingzhengzhongyebuhuijubeigenggaodepinpailihepinpaiyijia。

tagengxiwang，zhulirenyupinpaizhijianshihuxiangjiachideguanxi。rutong100nianqian，keke·xiangnaieryuxiangnaierdeguanxi。

keke·xiangnaiershineigeshidaidekol，wulunshitachuandexiaoheiqun，haishidaiyigenyumaodejijianfenggedemaozi，douhuizaiguizujiecengxingchengyigushishangfengchao，tarangxiangnaierpinpaijingshen、pinpaineihegengjiajuxianghua。

erpaokaikeke·xiangnaierzheiwei「chaojizhuliren」，xiangnaierpinpaidecuhuaniwaitao、xiaoheiqunzaineigeshidaiyiranjuyouchuangxinli、chanpinshibiedu，renherenchuanxiangnaierdouhuidaizheyizhongxiangnaierchuandadeduliduxingdefengge，douhuichuandichutadeziyoupannidepinpaijingshen。shizhijinri，meiyoukeke·xiangnaierdexiangnaieryichuanyuelebainianzhouqi，yinweijingshenrengcun。

zhibuguoshejiaopingtaidefada，shidechuangshiren/zhulirenyougengjuxiangdegongjuhuopingtai，chengzaizheiyangdeguanxiheneirong，renyupinpaideguanxibenzhimeiyougaibian。

erqiezhuliren/chuangshirenipyuchanpinpinpaibingcungongjiandexianxiang，huigengguangfanzhangjiudechixuxiaqu。

chenchenshuo，pinpairuoxiaodeshihou，zhulirenxuyaoshenxianshizu、gongshenruju，quzuoqianmiandetop sales；dangqiyezhuangdaruxiaomi，leijunyezaipingyijizhilibapinpaihexiaoliangpushdaoxiayigelevel。「suoyi，zhulirenipzaiyigepinpaidegegejieduandoukeyifahuibutongdezuoyong。」