黎貝卡：女為悅己而容

N=NIHAO

B=BECKY FANG

N: Are you sure that every product you recommend will be popular with most of your readers?

B: The answer is “NO” because my readers surely have their own taste for fashion.But for those who like things that I like, it is natural that they will be attracted.Sometimes my readers would ask me“why you recommend this or that.” Well, I'd rather believe that each style gets popular for a reason, so like it or not, perhaps they can be a good source of inspirations.

N: How do you see the impact of new media on the fashion industry?

B:The way that new media spread is simpler than traditional media: you like it and then follow it.The other thing about new media is that you can easily get the conversion rate data.And we have to react more quickly according to it.

When Guerlain invited a group of Chinese bloggers to shoot a promo in Paris, its CEO made a point of asking and discussing with me about the current status of China's social media development.He said that he was paying increasing attention to We-Media.And Guerlain is not alone.From the brand activities that I went to lately, I could feel clearly the swelling interest of foreign fashion circles in the power and in fl uence of Chinese bloggers.

N: What do you think of the way Chinese people dress today?

B:Chinese people now have much stronger awareness of how they look.They begin to pursue a personal style and become less inclined to follow the herd.What used to be labeled as outlandish or bizarre clothes become more commonly seen, which I think is a good development, because it means that people are fi nally willing to listen to their own instincts.Another development is that the Chinese are slowly shifting from logo-oriented or brand-oriented to quality-oriented.

N: Part of what you do is helping your followers “weed out” some branded products.Have you ever put yourself in any trouble because of this – say being approached by a PR agency?

B:This might be more of a problem to print media than to We-Media or personal media because the“face” of advertisers is an issue that print media have to consider.With We-Media, we have much more freedom of speech.It is worth mentioning, though, that brands are adapting, too.For example, I would often make it very clear to my advertiser clients that when I market their products, I would write about both strong points and weak points.More often than accept this.

N: How much different is Becky Fang from Fang Yimin?

B:I think that I'm pretty much the same person in real life as I am on WeChat.Once there was a follower who left me a comment that said jokingly:“ Becky, why do you always put so many 'lol's in your article? You are not so cold and distant like other fashion bloogers.”

N:你能否確保你推薦的單品都能受到大部分讀者的喜愛？

B:不能確保。每個人對時尚的偏好都是不一樣的，但喜歡同樣事物的人會自然而然地被吸引。我也會被一些讀者質(zhì)疑“怎么推薦這個”，但我相信每個風格的流行都有它的原因，我們也可以從中獲取靈感。

N:你怎么看待新媒體對時尚界的影響？

B:新媒體的傳播規(guī)律比較簡單：喜歡就關注。因為可以很快看出購買轉(zhuǎn)化率，它的數(shù)據(jù)轉(zhuǎn)化率直觀且客觀。

法國嬌蘭第一次邀請中國博主到巴黎拍攝宣傳片的時候，嬌蘭的CEO專門跟我了解和討論了有關中國社交媒體的現(xiàn)狀，并表示越來越看重自媒體的力量。不只是嬌蘭，最近參加的品牌活動都能明顯感覺國外時尚圈越來越重視中國博主的力量和影響。

N:你怎么看待當今中國人的穿衣風格？

B:跟幾年前比，中國人的自我意識更強了，開始追求個性化，因而盲目追風的現(xiàn)象也少了。被之前的人稱作“奇裝異服”的裝束開始出現(xiàn)——這是一個好的過程，因為這代表著人們在慢慢尋找適合自己的風格。此外，以前人們喜歡買logo明顯的，而現(xiàn)在會慢慢開始注重商品的品質(zhì)。

N:你在“除草”（幫助讀者剔除不該買的出名產(chǎn)品）時，有沒有碰到過被品牌公關找麻煩的經(jīng)歷？

B:紙媒可能會有這樣的壓力，因為得給廣告客戶面子。而自媒體好的地方就在于相對更自由。與此同時，品牌也在進步。我會和客戶說清楚，告訴他們我好壞都會講出來，客戶通常都會接受。

N：方夷敏和黎貝卡的差異大嗎？

B:在現(xiàn)實生活中的我和公眾號中的我還挺統(tǒng)一的。曾經(jīng)有位讀者在留言跟我開玩笑：“卡卡你能不能少打些‘哈哈哈'，顯得一點都不高冷?！?/p>

Slogan of WeChat Of fi cial Account “Becky's Fantasy”:“Make fashion more interesting.”While preaching the idea that girls should “buy, buy and buy” to “please themselves”, Becky also shows a way that may guide women followers to seek self-improvement.

公眾號“黎貝卡的異想世界”的口號是：“讓時尚更有趣?！痹趧駥浴百I買買”“取悅自己”的同時，“黎貝卡的異想世界”還為女性讀者展現(xiàn)出了一種提升自己的方式。

AWARDS & RECOGNITION

1.China Fashion We Media Awards 2016 S/ S: “Most Popular Fashion We Media Account in South China”, “Top 10 Fashion We Media Accounts in China”, and “Most Commercially Appealing Fashion We Media Account in China.”

2.“2016 Most FollowableWeChat Public Account” Award for Useful Content awarded jointly by Chinese TV talk show “A Date with Luyu” and Newrank.cn

3.“SohuWeChat Public Account of the Year”at Sohu Fashion Awards 2015

4.Chinese Elite Women's Summit Forum 2016: “Most Valuable Elite Woman in Fashion” Award

5.“Fashion Icon of the Year” at CITYZINE Fashion Bomb Award 2016

6.“Best Original We Media Account” on NetEase Subscription Power Rankings

7.“2015 Top 10 New Media Pioneers”

8.2015iMei Awards: “Most Popular We Media of the Year”

獲獎經(jīng)歷

1.2016中國時尚自媒體大賞：華南地區(qū)最受歡迎時尚自媒體、年度十佳時尚自媒體、最具商業(yè)號召力時尚自媒體

2.《魯豫有約》與新榜聯(lián)合發(fā)布的“2016值得關注的微信自媒體” 有料獎

3.2015搜狐時尚盛典年度搜狐公眾號

4.第三屆中國精英女性影響力論壇：最具時尚價值精英女性獎

5.第一屆“城市畫報·新勢力大獎”年度跨界時尚 icon

6.網(wǎng)易訂閱影響力排行榜的“最佳原創(chuàng)自媒體賬號”

7.2015廣東十大先鋒新媒體

8.2015莓獎：年度最受歡迎個人自媒體

BECKY: WOMEN DRESS UP FOR THEMSELVES

Text by Madeline Weng Translation by Leo