Jessica Rapp For Jing Daily: China’s KOL Case.Jessica Rapp发表在精日传媒(Jing Daily)的文章:中国的关键意见领袖

Chinese regulators on June 23 shut down web-casting services on popular platforms in China for violating government standards by broadcasting negative commentary on political and social news. Jessica Rapp reports for Jing Daily.  

Jessica Rapp在精日传媒(Jing Daily)中报道到,因违反政府规定,散播负面政治评论和社会新闻,中国监管机构于6月23日关闭了流行平台的网站服务 

Temper Magazine’s Trending segment casts a net upon all that is throwing tantrums within the world of China Fashion across a variety of global sources. This very necessary segment makes for a collection of largely non-Temper Magazine-original content dipping its toe into the deep indigo-dyed pool that is the ocean of Middle Kingdom fashionable astonishment.

Temper杂志的热门话题专栏从全球的视角捕捉中国时尚界的风云变化,关注时尚前沿动态,以独特的视角展现中国时尚的惊奇与震撼。

China’s recent crackdown on social media web-casting services is cause for concern among China’s influencers — aka Key Opinion Leaders (KOLs). Jessica Rapp sums things up for Jing Daily.近期在中国发生的关闭社交媒体网站服务的新闻引起了中国关键意见领袖(KOLs)的关注。Jessica Rapp在《精日传媒》(Jing Daily)中就此事发表了评论文章。

In the wake of the crackdown, many luxury brands have been wondering if their official accounts might be affected, if at all, and how they should respond to the recent events.随着颁布禁令的新闻发出后,很多奢侈品品牌开始担心他们自己的官方账户是否也会受到影响,如果真的是这样的话,他们应该如何应对。

The Chinese government on June 8 shuttered 60 accounts on some of the biggest social media platforms, including WeChat and Sina Weibo, among others, for publishing celebrity news and gossip because they undermined socialist values. Beijing’s Cyberspace Administration ordered internet companies including Tencent and Baidu to “take effective measures to contain the glorification of scandals and the private lives of celebrities, the sensationalization of their conspicuous consumption and low taste.”

因违反社会价值观,诋毁名人声誉,中国政府在6月8日在微信、微博等知名的社交媒体平台上关闭了60家网络账户。北京的网络信息管理中心郑重声明,包括腾讯、百度等在内的网络公司需“采取有效措施遏制散播名人丑闻、曝光名人私生活、名人被黑品味差、炫富等的炒作信息”。

The entertainment accounts that were closed included both self-run blogs and major ones like Harper’s Bazaar, which is owned by Trends Media Group (a Chinese company established by Hearst), and For Him Magazine (a Chinese company established by British Bauer Media).

被关闭的娱乐账户既包括自媒体博客,也包括像Trends Media Group(由Hearst创立)旗下的《Harper’s Bazaar》、《男人装》(由British Bauer Media创立)等大型账户。

In an effort to give some insight into this murky subject, we communicated with a senior associate of a global PR agency with offices in Beijing, that works with the top luxury brands. She spoke with us over the WeChat messaging service on condition of anonymity for fear of repercussions from the Chinese government.
为了深入了解此事件,我们与一位在北京为顶级奢侈品品牌工作的资深公关取得联系。由于对中国的政府管制有所顾虑,她以一名匿名者的分身通过微信跟我们做了采访。

For the full Jing Daily interview, click here!
有关在《精日传媒》中的采访文章的展开,请点击这里!

Weibo is the most well-known of the platforms affected — the microblogging site currently boasts more than 300 million monthly active users and surpassed Twitter in market value earlier this year.“微博是受到影响的最知名的网络平台——微博目前拥有超过3亿的活跃用户,从市场价值看,这个数据已经超过了今年早些时候的Twitter”。

Fast forward a few weeks and Chinese regulators on June 23 shut down web-casting services including live-streaming, on three popular platforms in China — Sina Weibo, news portal iFeng, and video-streaming site AcFun — for violating government standards by broadcasting negative commentary on political and social news.
The ban, which was posted on the website of the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT), has caused Weibo’s shares to drop and potentially shrouds the future of other major live-streaming and short video services in uncertainty.

几周前,由于违反政府规定,散播负面政治评论和社会新闻,中国监管机构在6月23日关闭了包括在新浪微博、凤凰网、弹幕视频网上的网络直播服务。

Watch this short introduction to China’s KOL marketing courtesy of ParkLu (and the PARKLU Youtuube Channel), a platform “connecting leading brands with more than 500 million consumers in China through influencer marketing.”下面的视频是如何通过中国关键意见领袖的影响力推动市场营销的简短介绍,ParkLu是“连接引领品牌,以影响者营销为经营策略,拥有超过5亿消费者用户的网络平台”。

Weibo is the most well-known of the platforms affected — the microblogging site currently boasts more than 300 million monthly active users and surpassed Twitter in market value earlier this year. The company had been making major investments in video just as live-streaming began to take off among China’s millennial mobile users and as luxury KOLs pivoted to the platform for an audio-visual supplement to WeChat marketing. In the second half of 2016, short video contributed to 10 percent of its ad revenue, which jumped 40 percent year-over-year. State-run media organization “China Daily” cited the video-streaming ban was the result of a lack of licensing and a response to the screening of politically-related content “that does not conform with state rules.”

微博是受到此禁令影响的最知名的网络平台——微博目前拥有超过3亿的活跃用户,从市场价值看,这个数据已经超过了今年早些时候的Twitter。微博在视频直播服务上做出了重大投资后,网络直播吸引了上亿的移动用户,奢华的关键意见领袖们也正在向直播营销平台转移。在2016年的下半年,短视频已经占到微博广告收入的10%,并以40%的速度增长。国营媒体《中国日报》引用说,视频禁制令的颁布是因为微博未经许可发布与政治相关内容,“这不符合国家规定”。

The ban shrouds the future of other major live-streaming and short video services in uncertainty and has caused some consternation within the KOL community.“这道禁令给网络直播和网络短视频的将来笼罩了一层阴影,在关键意见领袖中间造成了一定的恐慌”。

In the wake of a “comeback” set to rival WeChat’s social media marketing success story, Weibo had reportedly already been considering taking steps to regulate users who were operating as KOLs on the platform, according to China influencer marketing platform ParkLu. The alleged new rules discourage users from linking to its competitor, WeChat, and penalize links to e-commerce sites outside of Alibaba, as well as QR codes.

中国影响者营销平台ParkLu评论说,随着竞争对手的“东山再起”——微信的社交媒体市场营销取得成功后,微博已经开始考虑采取措施规范用户,这些用户包括活跃在微博上的关键意见领袖们。所谓的新规则是不支持微博用户与其竞争对手微信的链接,同时对链接阿里巴巴以外的电商网站和QR码的行为处以罚款.
As far as where this might be headed, Bloomberg’s “Gadfly” column notes it is common that, “new businesses are allowed to flourish before having their wings clipped when they get too big or unwieldy,” but that there are, in fact, up-and-coming video-streaming platforms operating with the necessary licenses. One such platform is Momo, whose stocks were also negatively affected on Thursday morning by SAPPRFT’s announcement.

无论未来的发展如何,就像Bloomberg的Gadfly专栏所指出的那样,“因为规模过大或过于笨重而折断翅膀之前,新兴企业是可以蓬勃发展的”,但事实上是,有些新兴的视频平台的确是按照许可证操作的。其中一个不幸被连累的例子是陌陌交友网站, 国家新闻出版广播电影电视总局星期四早上颁布的禁令对其股票也产生了负面影响。

The ban, which was posted on the website of the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT), shrouds the future of other major live-streaming and short video services in uncertainty and has caused some consternation in the community of influencers, or KOLs, and luxury brands who work with them.

国家新闻出版广播电影电视总局颁布的这道禁令给网络直播和网络短视频的将来笼罩了一层阴影,在影响者、关键意见领袖、以及与其合作的奢侈品品牌中间造成了一定的恐慌。

Jing Daily reached out to one popular KOL who works with major luxury brands who spoke to us, on condition of anonymity, about how KOLs are taking the news. This influencer touches on the news about the KOL “rules” that were recently outlined by ParkLu, which have been difficult to verify and says at least one of them is having a major impact on KOLs and luxury brands.

有关关键意见领袖们对此禁令的反应,《精日传媒》采访到了一位与奢侈品品牌合作的匿名内部人士。这位影响者称,ParkLu最近发布的相关“规则”难以核实判定,但这其中至少有一项对关键意见领袖与奢侈品品牌的合作有着重大影响。

For the full Jing Daily KOL interview, click here!

有关在《精日传媒》中的采访文章的展开,请点击这里!

On a final updated note, then. Weibo on June 29 gave into government pressure to shut down accounts which unsettled the one-party state’s rulers in Beijing. According to Josh Loeb of E&T, the firm stated it would “prefer to self-censor rather than be forcibly closed, going on the record saying that it would “work with state media, such as the Xinhua news agency and the People’s Daily, to promote a mainstream discourse in the future.” Unlicensed television and film content, as well as videos longer than 15 minutes, will also be banned on its platforms, Weibo said.

有关事件的最新进展,微博在6月29日就关闭帐户一事对政府施压,并宣称“微博更倾向于自我审查而不是被政府强行关闭”,接下来还说到“这种主导言论的做法适用于《新华日报》、《人民日报》等国有媒体”。微博工作人员透露,在微博上,未经许可的电视电影内容,只要视频长度超过15分钟的就都会被禁止。

 

 

 

 

 

 

This trending topic is the sum of three reports written by Jessica Rapp for Jing Daily 2017 All rights reserved
这篇报道综合了三篇由Jessica Rapp在2017年为《精日传媒》所写的报道文章,版权所有

Featured Image: Courtesy of ParkLu and Jing Daily.
图片:由ParkLu和《精日传媒》赠送

Passionate about style and design, Jessica has been writing about China’s emerging independent fashion scene and the country’s creative industries since moving to Beijing in 2011. She spent two years covering the capital’s dynamic fashion world in depth as style editor of the Beijinger magazine and her work has also been published in Dwell, Design Sponge, Roads and Kingdoms, Melting Butter, and Artnet News. Follow Rapp on Twitter: @jrapppp
怀着对风格和设计的热情,Jessica自从2011年移居到北京之后就开始报道有关中国新兴独立时尚和创意产业的发展。作为风格编辑在the Beijinger杂志工作的两年中,Jessica深度报道首都时尚动态,她的文章曾被登载在Dwell, Design Sponge, Roads and Kingdoms, Melting Butter, Artnet News等杂志。关注Rapp在Twitter上的动态:@jrapppp

Temper Magazine does not own any of the above English content. All featured English content belongs to Jessica Rapp for Jing Daily 2017. All rights reserved.
以上内容取材于Jessica Rapp为《精日传媒》2017年撰写的文章,版权所有。

Chinese translation: Li “Lily” Dan of Kitayama Studio for Temper Magazine.