黎贝卡：女为悦己而容

2016-05-17MadelineWeng,Leo

空中之家 2016年12期

黎贝卡：女为悦己而容

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:你能否确保你推荐的单品都能受到大部分读者的喜爱？

B:不能确保。每个人对时尚的偏好都是不一样的，但喜欢同样事物的人会自然而然地被吸引。我也会被一些读者质疑“怎么推荐这个”，但我相信每个风格的流行都有它的原因，我们也可以从中获取灵感。

N:你怎么看待新媒体对时尚界的影响？

B:新媒体的传播规律比较简单：喜欢就关注。因为可以很快看出购买转化率，它的数据转化率直观且客观。

法国娇兰第一次邀请中国博主到巴黎拍摄宣传片的时候，娇兰的CEO专门跟我了解和讨论了有关中国社交媒体的现状，并表示越来越看重自媒体的力量。不只是娇兰，最近参加的品牌活动都能明显感觉国外时尚圈越来越重视中国博主的力量和影响。

N:你怎么看待当今中国人的穿衣风格？

B:跟几年前比，中国人的自我意识更强了，开始追求个性化，因而盲目追风的现象也少了。被之前的人称作“奇装异服”的装束开始出现——这是一个好的过程，因为这代表着人们在慢慢寻找适合自己的风格。此外，以前人们喜欢买logo明显的，而现在会慢慢开始注重商品的品质。

N:你在“除草”（帮助读者剔除不该买的出名产品）时，有没有碰到过被品牌公关找麻烦的经历？

B:纸媒可能会有这样的压力，因为得给广告客户面子。而自媒体好的地方就在于相对更自由。与此同时，品牌也在进步。我会和客户说清楚，告诉他们我好坏都会讲出来，客户通常都会接受。

N：方夷敏和黎贝卡的差异大吗？

B:在现实生活中的我和公众号中的我还挺统一的。曾经有位读者在留言跟我开玩笑：“卡卡你能不能少打些‘哈哈哈'，显得一点都不高冷。”

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.

公众号“黎贝卡的异想世界”的口号是：“让时尚更有趣。”在劝导女性“买买买”“取悦自己”的同时，“黎贝卡的异想世界”还为女性读者展现出了一种提升自己的方式。

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”

获奖经历

1.2016中国时尚自媒体大赏：华南地区最受欢迎时尚自媒体、年度十佳时尚自媒体、最具商业号召力时尚自媒体

2.《鲁豫有约》与新榜联合发布的“2016值得关注的微信自媒体” 有料奖

3.2015搜狐时尚盛典年度搜狐公众号

4.第三届中国精英女性影响力论坛：最具时尚价值精英女性奖