wen | yuleyingtang liuxiaotu

编辑 | 李春晖

jingdianzhisuoyichengweijingdian，shiyinweiqirenwu、gushirengjiangzaimeiyidaishangyan。zaiduanshipindeshijieli，lebuqidegaicibizhixushaojiajilurichang，zaipeiyi“ruhezaijiabanyichanghuafeibaiwandewanyan”“qingmingyuanguimi、kuoshaopengyouchifanshiyizhongzenyangdetiyan”zheileibiaoti，jiubuchouliuliang。kenengsan、wugezuopingengwan，jiuchenglefensibaiwandehaomenwanghong，keyikaishidaihuomaijiule。

即便没有盖茨比式的跌宕起伏、心有所向，今天的豪门网红若能跟生活挥金如土、情感关系复杂、发家史成谜等沾上点边儿，都足以在这条赛道大杀特杀。典型如玲子、韦雪、王红quanxing，tamenmeigerendouzidaiyichudaxinglianxuju，jiatingbeijing、zhenshizichan、gerenganqing……suibianlinchuyigedougouwangyouchousibojianjigeyue、shenzhihaojinian。

hulianwanghaomenbaguadeqidian，yinggaiyaozhuisudao2005nian。tianyazhumingde“zhougongzidazhanyiyeqing”，xianqileyichangguanyucaifuyushangliushehuishenghuofangshidedalunzhan。houlai“jingchengsishao”、“shoufuzhizi”yourangchiguaqunzhongweiguanlegengxijie、gengzhenshidehaomenshenghuo。

shizhijinri，qunzhongduihaomendexiaofeiyibuzhiyuweiguan，tamenzhudongcanyuzhizaozhezijixiangxiangzhongdehaomen。erneixienengyinghezheizhongxiangxiangdehaomenwanghong，yenengwanchengyicishunlide、youqianrenduiputongrendeshouge。

真假豪门，群众探案

xinyipihaomenwanghongshibei“ba”chulaide。chudengchangshi，tamenkenengshimeishibozhu、qinggandaoshi、meizhuangaihaozhe。danyouqiandeqixicongrichangzhongtoulu，fensi、kankehenkuaijiu“zizhu”pincouchuyifuhaomentujing。

zuoweiduanshipinhaomensaidaozhishoukeredexinxing，lingzizuichuzhishiyimingzairibenshenghuodemeishibozhu，tongguodakaangguicanting、jiudianjileixiayipifensi。zaicijieduan，suiranyeyourendiaokan“lingzideqianbaoyongyuanshiyigemi”，dandangshitongleichuangzuozhehenduo，dajiadezhuyiligengduofangzaimeishishang，bingmeiyouduishenbaqishenfenchanshengxingqu。

zhidaozoufupoluxiandewanghong“choudan”gongkaizhizelingzimofang、chaoxizijidezuopin，liangfangfensigekongduizhan。yichang“daodisheishizhenyouqian，sheishilirenshe”dedabianluncaijianglingzizhenzhengtuidaodazhongmianqian。

dapiwangyoucanyushenbalingzidejiatingbeijing，“babashizhimingqiyejia”“lingmujituandedaxiaojie”debaguachuandeyoushengyouse。chaoxishijianfeidanmeiyoujilingzizaochengfumianyingxiang，tafaneryindidiao、jiediqiyouzanleyibolurenhaogan。erduiyuwaijiedecaice，lingzicongweizuochuzhengmianhuiying，zheiyerangwangyoudehaoqixinyufaqianglie。

jinnian，lingzibeiqiuhundexiaoxichuanchu，quanzhenhuabujing、gezidanyiyangdezuanjie、duixiangshigaozhoushoufuzhizi、dinghunkaixiaoqibaiduowan……meiyoushenmebizheiyangyichangyusuanlamandedinghunxianchanggengyoushuofuli，zheiweihaomenwanghongshangleyigeyouyigeresou，zhenzhengzaidazhongcengmianshuachulecunzaigan。

juqingtuijindaozheili，lingzidekuotairensheyijingxiangdangfengman。rangrenmeixiangdaodeshi，gushiyoujizhuanzhixia。yunwanqidelingzituranzuoqilezhibodaihuo，kanshangquhaixiangdangqiaocui。yushi，qunzhongyoukaishifenxi“wanghongcanzaoshazhupan”“jiaqianjinyushangjiahaomen”。

lingzizhangfujiabinlinpochandeshuofayouqishoudaorenke。zaiqunzhongposuderenzhili，haomenshenan“didiaoguoguan，gaodiaozhengzha”dedaoli，yueshizijinlianjinzhang、gupiaobaodie，yueyaokaifabuhui“yizhengshiting”。lingzideshengdahunli，huoxujiushizheiyangyichangfabuhui。

zuixindejinzhanshi，lingziyijingguanxuanchannv，xiaogongzhuchushengjiuzuoshanglediaoyingerche、chuanbabaolitaozhuang、zaixiangganghuangjindiduandapingcenglikanfengjing，beifensichengweijinnianzuihuitoutaidexiaohaizhiyi。“lingzishibushihaomenkuotai”dejubenzaicigengxin，yuelaiyueduorenqianlaiweiguan、fenxihejiemi。

lingzisuodaibiaodexinyipihaomenwanghong，congshizhizhongmeiyouzhijiejizijitieshang“fuyou”biaoqian。tamenyongshenghuoshuipinglaizhengmingzijidezhifunengli。erbiqimingmingbaibaidejingchengsishao、xxzhizi、xxqianjin，haishiwomenqunzhongqinzi“ba”chudehaomengengyouyisi。

看腻炫耀，开始“定制”

qunzhongdexiangxiangli，shixinyipihaomenwanghongzuihaodelvjing。tamenbuzaixuyaochuncuidixuanfu，yejiuyiweizhebutaihuiyueguoshenhehongxian、zaochengshehuibuliangyingxiang，zhanghaoanquanduole。

曾经风光无限的豪门网红王红权星，就折戟在上一轮监管中。放在整个豪门创作赛道，王红quanxingkeyishuoshizhuanxingqideyigedianfeng。tazuikaishiyeshizuomeizhuang、shishang、shenghuoxiangguanxuanti，beiwangyoumenbachu“guoyuyouqian”deshuxinghou，kaishizoushangyitiaochiluoluodexuanfulu。

在王红quanxingdezaoqizuopinli，xiangche、haozhai、feicuishijichupeizhi，yeshijihaomenshenfenbeishudeyingtonghuo。“youdianxiao，zhenggefangzihaibudaosanbaiping”“quanshenmeiyoubaweishujiubuganchumen”“zaixinghewanhaiyouqitaofang”dengyanlunyichu，tachenggongzuoshiyinxingfuhaoderenshe，fensiyeshiyilubaozeng。

但这也埋下他后来一夜崩盘的隐患。事实上，在王红quanxingbeifenghaozhiqian，qireduhehuatiyichengxianxiahuaqushi。

duizhenhaomenlaishuo，qianzhishiyigeshuzi。danduizanchiguaqunzhonglaishuo，qianyezhishiyigeshuzia。jianduoleshangyidehaozhai、feicui，kanguanleguoneishouge、quanqiuxianliangdexingrongci，renmenyehuijiagedungan，youshirenbuzhuchansheng“tazheixxcaijiqianwana，bianyi”dexiangfahezijiyitiao。

womenzheixiechiguaqunzhong，tiantianmeichidaozhurou，guangkanjianzhupaole，zhudayigejianduoshiguang。dakai“xiaoaidashu”deshipin，quanguogedihaozhaiyilanwuyu，nishenzhinengkandaowengehuabeishanhaijingbieshu、luoshanjihaozhai……

erqie，bieshu、chaopao、youting、feicuizheixiedongxidounengzulin，shenzhihaiyouzhuanmenmcnjigoutigongpaishefuwu。ciqianduanshipinjiucengxianqiyichangdajiayundong，bayipijijiangqifeidewanghongzhanghaoenlexialai。xianzaiwangyoukandaoneixiezhihuishaifangzi、chezide“haomen”zhanghao，dourenbuzhuzaixinlizhuomozhenjia。

rujin，biqiweiguanhaomenxuanfu，renmengengxihuankanhaomenweilemanzuzijidexiangxiangerzuochunuli——yejiushitigongdingzhineirong。

这也是王红权星正在尝试的新方向。他在视频放出将在北京开店的消息，让粉丝当创意股东一起讨论卖什么，还真有很多人出谋划策。这些建议当然没有被采纳，但不影响王红quanxingwanchengleyicirenqinidie。

ciwai，haomenchuangzuozhezaishechipindianguo“xiyin”，yeshiguangdawangyouxiwenlejiande。yilai，dajiaaikanzheixiewanghongbaqianhuajilieqideshechipin，birujiwankuaidezuanshineiku。ruguoyijianshangpindejiageyuanyuanchaoguotadezhenshichengben，zheizhongrenxingxiaofeiyejiuyoulexuanyaoxing、chayixing，“youqiancaimaideqipasheji”。

二来，大家爱看网红在奢侈品店享受特殊服务。奢侈品的大门，普通消费者也能进。但里面的小黑屋、休息室，就是有钱人的专属空间了。租个爱马仕包不难，但要一个门店准备下午茶、配合拍摄，这就是排面。每每有人质疑王红quanxingdefuhaoshenfen，fensimashangjiuhuifanwen“tayaomeiqian，shechipinmendiannengqingchang？”

zaihaomenchuangzuozhedezhanghaoli，womennengkandaofensi“diancai”gezhongneirong，birurangbozhucanjiawanyan、chuxifabuhuidengdeng。biqiweiguanxuanfu，shouzhonggengdadekuailelaiziyugenyouqianrenchanshenglianjie，bahaomenniesuchengzijixiangxiangzhongdeyangzi。kejianhaomenderiziyebuhaoguo，geyiqian，sheihuirangwangsicongzizhengcailia。

以人衬人，豪门叙事

王红quanxingdaodiduoyouqian、lingzishibushihaomenkuotai，zheixiehuatibeibalezheimejiu，daoxianzaidoumeiyouyigemingquedaan。nandaozaizheigechuanmeiyichangfada、qunzhongwubibaguadeshidai，zhenyounengbeiqiaomiaoyangaidepotianfugui？

lequzhizaiyufawenbenshen，renhexingshidebiaozhundaandoujiangjihaomenchediqumei。bijing，duiyusuowei“haomenwanghong”，haomenshibiaoqian，luodianhaishiwanghong。xiyinrendebushiyingcaifu，ershichuangzuochulaideguangxianlianglidehaomenshenghuo——fuhequnzhongxiangxiangdehaomenshenghuo。

yingtangjunshenbianyeyouzhenzhengdefupojiejiechangshipaiduanshipin，danfensiliangshizhongmeinengpowanjiufangqile。tazuidadexindeshi，“haomenchuangzuozhedezhongdianbushihaomenershichuangzuo。woyepaiguocanjiapinpaiwanyandeshipin，xianchangqishibijiaohunluanwuliao。houlaiwofanleqitawanghongdezuopin，tagenmingxing、pinpaifanggezhonghudong，zuoleyixiejuqingderunshi、gushidezhankai，queshiyoukandian。”

buzhiyaoxiangdechu，haiyaozhenzuodechu。jiyaoyougushixinghudong，haiyaoweichihaomendetimian，neijiudewangzuopinlizengjia“pucong”dejiaose。yongfupojiejiedehuashuo，ruguobushizhichihulianwangzheiwanfan，zhenhaomenyenanyifangxiamianzi“qiu”bierenpeihezijiyanxi。

qunzhongdehaomenxiangxiangcongnalilai？yingshijua。haomenwanghongyaodazaofuhequnzhongxiangxiangdehaomen，yebixuxueyingshiju。zaigangjuli，yongrenmankoude“laoye”“taitai”“shaoye”“xiaojie”，jinxianjiejishehuibense。zaishehuizhuyixinzhongguo，haomenwanghongsuibunenghuifujiusu，quekeyitongguoqitajiaoselaifahui“puren”xiaoyong，birutiangoupengyouhezhongchengjujie（ge）。

王红权星的视频里，网红“田田小阿姨”就具备“仆人”的功能。她贪小便宜、愿为奢侈品折腰，任由王红quanxingxianqi、tucao，dounengkaikaixinxinbanyan“meitounao”pengyouyijiao，jizheiweizhenhaomenzuopeichen。zheizhonghudongcengshitamenzuopinzuidadekandian，zaishejiaomeitiyejijuhuatixing。

mingxingzhengzaichengweixindehaomen“peichen”jiaose。womenyuelaiyuechangkandao，henduomingyuan、kuotai、fugecanjiawanyanshi，zhaopianzongyaoluchuyixiamingxingjiabin。dangran，tamenyaobawozheizhongchuangzuodechidu，zhinenganchuochuorangmingxingdangpeichen。zhenxiangwanyanya，jiurongyiyinrenufensierzhaolaimafan，。

yaoshuoqilai，haishifeiyixianchengshidehaomenchuangzuozhegenghaodang。youqixianzaijingjibujingqi，shechipindeshengyiyebuhaozuo。zaier、sanxianchengshi，shechipindianjiwankuaixiaofeijiuyoujihuibeijujieyaoqingkanxiu。jushuomeinianxiaofeishijiwan，jiunengchishangchuanshuozhongdemingxingwanyan。jiusuanmeifagendingliumingxingtongtai，yenenggensansixianyanyuanpenggebei，chuangzuochengbenhaishitingdide。

danhaomenwanghongdebianxianyegengxushenshen。lingzimeiyouxuanduishijianjiuchangshizhibodaihuo，zheicaizhaolaigezhongfeiyi，yezaochengleyidingchengdudefensiliushi。

shuodaodi，dajiafanfuyanzhengdedoushihaomenwanghongshifoufuhe“xiangxiangdezhenshi”。zaixianshishenghuoli，haomendangrankeyigaishengshenggaihuahua，kehaomenwanghongzheimegan，neijiushirenshebengta，shichiguaqunzhongjieshoubuledegelieheningba。