疫情之下，网红们除了带货，还做了这些…

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2020年初开始的这场新冠肺炎疫情，已经悄然改变了人们的生活方式。而往日凭借营销时尚和生活方式来带货的“网红们”，也不得不“因时制宜”，倡导疫情下的生活新方式。

A dress might no longer be sold for a night out, but for a mirror selfie. A book might no longer be read during a commute, but as a self-quarantine learning session. A glass of wine might no longer be enjoyed in a fine restaurant, but in a virtual happy hour. In all, COVID-19 has changed the way people live, consume, and communicate.

Suddenly, social influencers, who make online posts about lifestyle, consumption and communication, are faced with the necessity to change the way they attract followers and market goods. The retail sector is already facing difficulties and for this group of people is crucial they generate a new way to live with the virus beyond just promoting brands. With the virus came the realization that they need to make a positive impact on the audience amid economic and social instability. 

得益于互联网人口红利，中国创造了全世界最大的电商市场，每天在线成交量高达数十亿单。在此期间，利用社交影响力来营销产品变现的“带货网红”这一职业便应运而生了。

在中国，网红营销已经有了相当成熟的运营模式：内容运营➡️涨粉➡️种草（向粉丝推荐产品）➡️变现。然而由于受疫情影响，许多商家不得不暂停营业，网红产品营销的惯常模式也被打破了。

不过，宅家网红们也一刻没闲着：晒美食、秀健身，向粉丝普及防疫知识等等。疫情之下，网红们利用自己的影响力漂亮地完成了一次次的“公益营销”。

China, the country with the most advanced e-commerce system, sees thousands of millions of e-transactions every day. Along with the digitalization progress, diversified social platforms have incubated countless e-commerce related jobs and gave rise to a variety of social influencers in different areas.

Social influencers in China were getting used to a standardized promotion norm: posting tailored content, attracting followings, seeding ads, and gaining revenue. Losing their base due to lockdown orders, this group has been pushed to understand that this job is filled with larger social responsibilities. Good or bad, this public health crisis has motivated a change in their social roles.

In 2019, China witnessed an influencer boom with Li Jiaqi and Viya's live streams leading countless Chinese consumers to open their wallets, and Douyin (also known as the Chinese version of TikTok) transformed itself in an all-inclusive influencer incubator. 

However, COVID-19 hitting China has disrupted the regular influencer-brand collaboration as businesses shut down. Staying at home, social influencers quickly became role models by publicizing health tips, workout videos, humorous stay-inside warnings, and sharing comforting messages.

Estelle Wang from a large MCN agency in Beijing told CGTN that influencers actually are good at promoting such content, because they are not like celebrities who need "polished public images." It's an advantage for social influencers to take more responsibilities to educate the public.

"Influencers are normal people who can provide direct and real-life stories to their followers. The raw life scenarios they post online, such as washing hands for five minutes and singing two songs, creates a intimate relation with followers. Naturally, these posts function well to spread the word amid COVID-19, ” explained Estelle.

"The door is closed, yet a new window opened," said Echo GU, a fashion and lifestyle influencer based in Shanghai, China. Admitting that almost all physical events have been cancelled, she notes the pandemic is like a "pressure test" for them to adapt to the new norm. 

今年1月，淘宝女主播薇娅发微博宣布，已经向武汉慈善总会新冠肺炎专项资金捐款100万元，并且准备了价值约100万的口罩、消毒液等物资寄往武汉医院。她在微博中同时还声明，这次捐赠代表的是自己的忠实粉丝——作为“带货一姐”， 薇娅在淘宝有660多万粉丝。

而“口红一哥”李佳琦，在得知武汉目前部分医院的防护物资紧缺的消息后，购买了9000套医用防护服、N95口罩40000只、一次性医用口罩7000只等防护用品寄给武汉红十字会以及武汉当地医院；并在大年三十的淘宝直播期间，全程不售卖任何商品，只发出了爱心捐款链接，号召所有观看直播的网友为武汉疫区献出自己的爱心。

而在最近的一场主题为“谢谢你为湖北拼单”的直播中，李佳琦和央视主持人朱广权结成“小朱配琦”组合，也赢得了超高的人气。事后统计，这场直播吸引了1091万人观看，累计观看次数1.22亿，直播间点赞数1.6亿，累计卖出总价值4014万元的湖北商品。

像薇娅和李佳琦这样的网红们超强的带货能力，也让正在努力复工复产、恢复元气的商家们看到了希望。在互联网时代下半场，电商最重要的中间一环，或许正是这些受到粉丝信赖，且愿意和商家们合作的带货网红。

In January, when the coronavirus outbreak first hit Wuhan, the well-known livestreamer Viya announced the donation of one million renminbis worth of medical supplies that included food, masks, and feminine nencessities. The fashion livestreamer said she made the donation on behalf of her loyal followers. She also released a seven-day "virus precaution" WeChat social campaign for posting updates about the virus crisis, comforting words and launched a livestreaming room to help answer questions regarding CPVID-19 fears and concerns from her fans. She has nearly 6.6 million followers on Taobao.com, ranging from teenagers to 50-year-old e-commerce buyers.

Li Jiaqi has over ten million fans online. He donated masks, protective medical clothing, and disinfectant worth approximately one million renminbis to Hubei medical personnel. By fundraising via his livestreaming, he collected 70 million renminbis to help virus containment. He is seen as a young leader after a recent livestreaming with state media host Zhu Guangquan to help sell local food products from Hubei Province, which drew 10 million audience online, 160 million likes, and generated 40 million renminbi worth of sales.

The huge power of connecting people makes social influencers a critical part in business recovery in "post-virus" China. "Li Jiaqi sets a good example for society on how to assist the fight against virus," said Echo Gu. She believes influencers talented in connecting with people, level up people's spirits and helps the economy.

"Netizens need more livestreamers with integrity and positivity. And the influencers, in turn, provide consumers with more choices and flexibility when purchasing. It's a win-win," said Gu.

网红们除了和产品捆绑在一起的巨大商业价值，在疫情期间，他们对于公众，尤其是年轻人的“公益影响力”也绝对不容小觑。

这段时间，时尚美妆博主们开始展示各式各样的“居家时尚教程”，鼓励人们在疫情期间保持积极乐观心态；科技博主们则向公众普及健康知识，打消公众对新冠肺炎的恐慌情绪；运动达人更是抓住机会好好宣导健身知识，鼓励大家宅家期间保持好体魄…除此之外，及时发布疫情信息，普及防疫知识，也成了很多网红的日常。

Besides their own influence and business value, influencers now have "serious" responsibilities, like educate the young generation during a pivotal time. Their work is more than just gather likes. 

Some fashion and make-up bloggers created "stay-at-home styling tutorials" with tips and gave suggestions to cheer people up, while other tech live-streamers use data and health knowledge to curb the fear circulating among the public. "Home-work-out" influencers seized the trend as the public's health fear soared. Even WHO is eager to become an influencer on TikTok issuing official updates and collaborating with marketing agencies in New York to transmit positivity to the younger community.

Meanwhile, many influencers worldwide have set up chat groups on TikTok, YouTube, Instagram, and WeChat for their followers, serving as platforms to issue information and news in order to keep the followers (mostly young people) informed about concerns, government warnings and health updates, in a move against fake news. 

"This is a positive light," said Echo Gu, adding that influencers need to be prepared with a higher level of professionalism and accumulated knowledge to help people fight panic and fear. 

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