【几位英语前辈鼓励我尝试用英语写作，训练英语语感和写作能力，我告诉他们我有自己的微信个人公众号，读者都是和我一样说中文母语的人，他们建议我尝试英语写作，其实微信个人公众平台类似英国的Wix, WorldPress, Instgram或Facebook，不过我还没有注册尝试使用英语个人博客。后半部分是英文文章的中文翻译部分，有增补章节。备注者谢芊然】
What Personal Branding Can Do for Grassroots Influencers? How to Build Trust and Cultivate Long-Term Relationships Among Stakeholders of Customers, Grassroots Influencers, and Brand Management Teams?
Personal branding has become increasingly relevant today.
Online influencers, especially grassroots influencers, are active worldwide.
The convenience of short videos and the accessibility of smartphones have
contributed to their growth and popularity.
Most brand awareness is now built successfully without celebrity collaborations. Celebrities often earn more than most people globally, but they typically choose not to share personal information or private experiences online. Instead, they are usually seen promoting their latest films, roles, or any scandals or humorous events in their daily lives. In contrast, the general public feels more comfortable and flexible sharing their thoughts and daily experiences in online communities. One reason is that, as non-celebrities, they tend to care less about others' opinions. The key point is that the internet has strengthened connections and interactions among internet users across various digital platforms, making it easier for the general public to gain attention and, eventually, to be considered grassroots influencers.
After becoming internet celebrities, grassroots influencers often collaborate with product or service providers. This has become a very common path for most grassroots influencers once they become well-known. Usually, such collaborations make grassroots influencers more capable of making money while also establishing real relationships with fans, changing the relationship between fans and influencers. Fans become their customers. In addition to earning brand endorsement fees and sales commissions, influencers can also receive considerable platform traffic fees.
Most grassroots influencers become online personalities for specific reasons. A typical reason influencers gain recognition is by discussing trending topics or creating controversial discussions to spread awareness widely. Often, many grassroots influencers gain popularity unexpectedly. However, most online influencers continue attracting attention by showcasing talents and excellence in specific areas. Followers value these positive influencers’ self-development or are drawn to their personalities, excellence, and positive inspirations. For instance, Chinese online influencers Dong Yuhui and Li Ziqi.
On the other hand, hot news events often capture widespread public attention. Some smart brand managers with a keen on market sense and strong brand management awareness know how to leverage trending news to promote their brand and product, quickly gathering attention in the consumer market. Through this approach, the brand or product itself becomes an influencer. For instance, in China, the recent “eight Swiss rolls” controversy turned a housewife into an influencer and made Swiss rolls a popular dessert. This incident sparked discussions about the contributions of Chinese housewives to their families after marriage as well as their social status. It also led people to consider issues like marriage equality, women’s rights, and their status within the family or society. In this case, the husband believed his wife didn’t deserve a Swiss roll dessert because the children’s needs came first. Many people felt the husband was taking the moral high ground, and online users viewed him as overly patriarchal and unappreciative of his wife's contributions to household labour and childcare.
In the end, the question is: how does brand management work with grassroots influencers, or "product influencers," to build a strong brand identity, image, and reputation? In my view, effective collaboration should appreciate the unique talents and positive spirit of these influencers to create long-term relationships with their followers, who eventually become the brand’s customers. This focus involves analysing the influencer’s personality, strengths, and ability to reallocate resources creatively.
In today’s landscape, brand management strategy, including influencer personal branding, is no longer just for big-name brands and celebrities. It has become essential for companies, individuals, independent brands, teams, and organizations alike.
By Xie Qianran
Xie Qianran is a Chinese Micro-influencer.
08.11.2024
个人品牌能为草根网红带来什么？如何在客户、草根网红和品牌管理团队等利益相关者之间建立信任并培养长期关系？——作者：谢芊然
如今，个人品牌建设越来越重要。网络红人，尤其是草根红人活跃在世界各地。短视频的便利性和智能手机的普及促进了他们的成长和流行。
如今，大多数品牌知名度的成功建立都不需要明星合作。明星的收入往往比全球大多数人都高，但他们通常选择不在网上分享个人信息或私人经历。相反，他们通常会宣传他们最新的电影、角色，或者日常生活中的任何丑闻或幽默事件。相比之下，普通大众在网络社区分享自己的想法和日常经历时感觉更自在、更灵活。原因之一是，作为非名人，他们往往不太在意别人的看法。关键在于，互联网加强了互联网用户在各种数字平台上的联系和互动，使普通大众更容易获得关注，并最终被视为草根红人。
草根红人在成为网络红人后，经常与产品或服务提供商合作。这已经成为大多数草根红人在成名后的一条非常常见的道路。通常，这样的合作能让草根网红在赚钱的同时，与粉丝建立起真实的关系，改变粉丝与网红之间的关系。粉丝成为他们的客户，除了赚取品牌代言费和销售佣金外，网红还能获得可观的平台流量费。
大多数草根网红成为网络红人都有特定的原因，网红获得认可的一个典型原因是通过讨论热门话题或制造争议来广泛传播意识。很多草根网红往往出乎意料地走红。然而，大多数网络红人继续通过展示特定领域的才华和卓越来吸引关注。粉丝看重这些积极网红的自我发展，或被他们的个性、卓越和积极灵感所吸引。例如，中国网络红人董宇晖和李子柒。
另一方面，热点新闻事件往往会引起公众的广泛关注。一些聪明的品牌经理，有着敏锐的市场嗅觉和强大的品牌管理意识，懂得利用热门新闻来推广自己的品牌和产品，迅速在消费市场引起关注。通过这种方式，品牌或产品本身就成为了网红。例如，在中国，最近的“八个瑞士卷”争议让一位家庭主妇成为了网红，并使瑞士卷儿成为一种受欢迎的甜点。这一事件引发了人们对中国家庭主妇婚后对家庭的贡献以及她们的社会地位的讨论。这也让人们开始思考婚姻平等、妇女权利以及她们在家庭或社会中的地位等问题。在这个案例中，丈夫认为他的妻子不配得到瑞士卷甜点，因为孩子的需求是第一位的。许多人认为丈夫占据了道德制高点，网民认为他过于大男子主义，不欣赏妻子对家务劳动和育儿的贡献。
在中国有一个有趣的现象，只要草根成网红，走上达人带货这种商业模式，越来越普遍流行，甚至带货成了曾经草根如今的全职工作，每天直播数小时，打造商品销量，以获取更多粉丝和商家的信赖，同时也向消费者销售更多的产品。我其实也曾买过达人代货的产品，比如云南鲜花饼，我还是回头客呢！很实惠好吃，可惜英国吃不到了呀。
还有酸菜鱼，那质量真的不敢恭维了，当然还有一些网红直播时看起来十分美丽的产品，但是到家后发现质量尺寸没有达到预期，引发了我的一点感想。
所以，抛给大家最后一个问题是：品牌管理如何与草根网红或“产品网红”合作，以建立强大的品牌身份、形象和声誉？在我看来，有效的合作应该欣赏这些网红的独特才能和积极精神，与他们的追随者建立长期关系，这些追随者最终成为品牌的客户。这一重点涉及分析影响者的个性、优势和创造性地重新分配资源的能力。最重要的是，草根网红带货，一定要自己先用先体验，选品阶段要过关，要为粉丝把好关，这样才能真正赢得庞大粉丝群体和消费市场上长期的信任关系和可持续发展的良好局面。
在当今的环境中，品牌管理策略（包括影响者个人品牌）不再只是大牌品牌和名人的专利。它已成为公司、个人、独立品牌、团队和组织都必不可少的策略。
作者：谢芊然
谢芊然是一位中国微影响者。
后记，我在网上查了什么是微网红，我快要笑得不行了。当我有一天发现我的粉丝数时，我给自己定义到了这个名称。然后，我渐渐发现，当有的文章流量量达到1万时，那篇文章居然有近20元的流量费用。
我异常欣喜，从小的兴趣爱好就是写作阅读和观察事物，没想到人近中年，童年里10岁收到20元稿费的快乐回忆和欣喜又回来了，这可真有趣。
总之，很开心通过文字认识你！
摄影：谢芊然
“写作与无私分享是我每天最快乐的事情之一”
此篇文章2570字，用时70分
