Summary of Key Points
Online beauty influencers, due to an oversupply and difficulties in generating revenue, are turning to offline nightclubs. Nightclubs, in turn, are evolving to become more fashionable, youthful, and accessible to the general public, thus meeting the demand for attractive visuals. The success of influencers at nightclubs depends on choosing the right location; moreover, both industries are influencing each other. However, it's not easy for influencers to break free from a cycle of constant consumption.
1. The Devaluation of the Online Beauty Economy: Small Influencers Struggling
The days when simply posting a selfie could lead to increased followers and business opportunities are over. Nowadays, the competition in short videos is fierce: even ordinary-looking individuals can be made to look stunning with filters and cosmetic procedures, and even content creators focusing on humor or food start to compete for physical perfection. As a result, the popularity of influencers with less attractive appearances has declined (for example, Zhao Wan receives fewer harassing messages), and their monthly earnings from platforms amount to only two to three thousand yuan—less than what they can earn in one night at a nightclub. With online beauty no longer being a scarce asset, small influencers must find other ways to make a living.
2. Nightclubs as a New Destination for Influencers: Perfect Fit
Nightclubs have changed significantly from their former image of being places where unsolicited advertisements were spread.
- Job Match: Influencers with dance skills can instantly become part of the entertainment team or perform in singing and dancing acts, providing a unique value.
- Time Compatibility: Nightclub working hours (at night) fit well with many influencers' sleep patterns.
- Reduced Stress: Entertainment teams at nightclubs don't require excessive drinking, reducing concerns about losing their image.
- Increased Public Acceptance: Social media posts about nightclub experiences have changed people's perceptions, making nightclubs less taboo, and more influencers feel comfortable visiting them.
3. Influencer Survival Guide for Nightclubs: Choose the Right Location to Profit
Influencers need to be strategic when choosing nightclubs, following these tips to avoid pitfalls:
- Choose Places with Emerging Consumer Trends: Cities with a focus on new beverages (e.g., those with many young people) are more attractive to target audiences.
- Second- and Third-Tier Cities Are Better: Cities with rapid tourism growth, like Quanzhou and Shenyang, have fewer local influencers, making it easier for newcomers with a small following to gain popularity and generate significant revenue.
- Avoid Traditional Nightclubs: Traditional nightclubs cater mainly to older men, which may deviate from the goal of using beauty to attract customers and achieve financial success.
- Top Influencers Go to Big Cities: Places like Changsha, Chengdu, and Hangzhou offer more opportunities for fame both offline and online.
4. The Mutual Influence Between Nightclubs and Popular Culture
Nightclubs and popular culture are now deeply interconnected:
- Nightclubs Becoming Fashionable: Modern nightclubs focus on personalization and content, blending with trendy cultures, making them ideal venues for the fan economy.
- Nightclub Jargon Becoming Mainstream: Terms like “top beauty,” “big results” (referring to high earnings), and “landing successfully” have become popular online, even appearing in academic papers.
- Cultural Bias Reduction: Positive experiences shared by influencers have normalized nightclubs as part of everyday life.
5. The Challenges for Influencers in Nightclubs: Different Paths to Success**
Not all influencers thrive in nightclubs:
- Gender Differences: Male influencers are more popular, as customers enjoy watching their interactions, and some even receive support from fans, offering more freedom than being a minor idol.
- Income Circles: Earnings are often spent on cosmetic procedures and luxury goods to maintain appearance, leading to a cycle of quick money-making and rapid spending.
- The Illusion of Success: Many dream of quitting after earning enough or becoming managers, but the urge to consume is hard to control, making it difficult to truly achieve long-term success.
In summary, this transition reflects the shift of the beauty economy from online to offline platforms, as well as the mutual adaptation between nightclubs and popular culture. There are no “outdated” nightclubs; only those that evolve with the times. The opportunities have just shifted to other environments.