据统计，粉丝规模在10万人以上的网红人数每年在以50%以上的比例增长，中国网红粉丝总人数在原有的庞大基数上累计增加，2018年便已超过5亿人。自2016年薇娅入驻淘宝直播后引导成交额超过1亿元开始，作为“中国电子商务发源地”及“全国数字经济第一城”的杭州迎来了具有高化率的网红经济爆发式增长，至2019年，已经实现了网络零售额1318亿元；仅在江干区，MCN机构已有上千家。
同样位于杭州的MCN网红运营孵化机构如涵，成功获得阿里巴巴的C轮融资，于2019年登陆美国纳斯达克挂牌交易，是中国第一家上市的网红电商。每分每秒，公司的液晶显示屏上似乎都在滚动着数据，背后是以挖掘网络红人身体符码的商品价值为中心，涵盖MCN在地空间营造、IP塑造、内容生产、平台运营和粉丝维护等功能的一套网红孵化机制。（摄于2020年）
According to statistics, the number of internet celebrities or influencers with a fan base of over 100,000 is growing at a rate of over 50% annually. The total number of Chinese internet celebrity fans has accumulated and increased from the original huge base, exceeding 500 million in 2018. Since Viya’s entry into Taobao Live in 2016, which led to a turnover of over 100 million yuan, Hangzhou, as the “birthplace of e-commerce in China” and the “number one city in the national digital economy”, has experienced explosive growth in its internet celebrity economy with a high rate of commercialization. By 2019, it had achieved an online retail sales volume of 131.8 billion yuan; In Jianggan District alone, there are already thousands of MCN institutions.
Ruhnn, an MCN internet celebrity operation and incubation institution also located in Hangzhou, successfully obtained Alibaba’s Series C financing and listed on NASDAQ in 2019, becoming the first internet celebrity e-commerce company in China to go public. Every minute and second, the company’s LCD screen seems to be scrolling with data. Behind it is a set of internet celebrity incubation mechanisms centered on mining the product value of internet celebrity body codes, covering MCN’s local space creation, IP shaping, content production, platform operation, and fan maintenance functions. (2020)
作为拥有全网70万粉丝的潮牌模特，腻腻ninii是如涵首位并行“模特”和“电商”孵化路径的网络红人。
As a trendy model with 700,000 followers across the internet, Ninii is the first internet celebrity in Ruhnn to have a parallel incubation path for both “models” and “e-commerce”.
MCN网红运营孵化机构如涵的4号摄影棚外观，这是这家公司目前最大的摄影棚。
The appearance of Studio 4 of MCN influencer operation and incubation institution Ruhnn, this is currently the largest studio of this company.
3号摄影棚内的一只快递盒。
A courier box in Studio 3.
摄影中台负责人雅静（左），视觉中台负责人思楠。
Yajing (left) is in charge of the photography center, and Sinan is in charge of the visual center.
网红腻腻ninii正在影棚内进行口红试色拍摄。一个半小时内，从嘴唇到手臂，腻腻ninii高效地拍完了十几支口红的试色。
Internet celebrity Ninii is conducting lipstick color testing in the studio. Within an hour and a half, Ninii efficiently took over a dozen lipstick color tests from lips to arms.
影棚一角堆着摄影器材。
There is a pile of photography equipment in a corner of the studio.
影棚一角堆着道具和展板。
There are props and exhibition boards piled up in a corner of the studio.
如涵美妆时尚区头部网红彭特务，拍摄时4号影棚正在刷墙维修。
When taking photos for Peng Tewu, a top internet celebrity in the beauty and fashion district of Ruhnn, Studio 4 was undergoing wall painting and maintenance.
彭特务视频剪辑幕后人员老王的办公桌。
The office desk of video editor Wang who cuts videos for Peng Tewu.
彭特务团队成员配置稳定，由经纪人Jojo衔接运营部门，协调内容产出与商业规划，编导连连负责她的个人IP包装和内容输出。
The Peng’s team has a stable configuration of members. Jojo, an agent, connects with the operations department to coordinate content production and business planning. Director Lianlian is responsible for her personal IP packaging and content output.
如涵员工墙，digital native（数字原住民）为公司主力。
Ruhnn’s employee wall, with digital natives as the main force of the company.
每分每秒，公司的液晶显示屏上似乎都在滚动着数据，背后是以挖掘网络红人身体符码的商品价值为中心的一套网红孵化机制。
Every minute and second, the company’s computer display screens seem to be scrolling with data, and behind it is a set of internet celebrity incubation mechanisms centered on mining the product value of internet celebrity body codes.
如涵运营总监Nicky。在如涵每一层的会议室中，都摆着一把粉红色椅子，椅子以“点赞”爱心为形状，象征着粉丝群体。
Nicky, the Operations Director of Ruhnn. In the conference rooms on each floor of Ruhnn, there is a pink chair shaped like a “like” heart, symbolizing the fan base.
双十一前夕，一间夜间的摄影棚外观。
On the eve of Double Eleven, the appearance of a nighttime photography studio.
员工的午休场地。
The nap area for employees.
办公区的日历圈出了双十一的日子。事实上，以视频和图文生产为主的网红们基本会将双十一的工作日历前置近两个月，如今的拍摄内容已经排到十二月份的圣诞季。
The calendar in the office area all shows Double Eleven days. In fact, internet celebrities who focus on video and graphic production usually put their Double Eleven work calendar forward by nearly two months, and now the filming content has been scheduled for the Christmas season in December.
（注：本项目系为《Wallpaper*卷宗》杂志拍摄）