Zhang Ning. Picture source: Weibo account margaret zhang
[1] The youngest editor-in-chief of "vogue" Chinese version
On February 25, 2021, Zhang Ning posted an official announcement on Weibo to join the "vogue" Chinese version, "At the beginning of the new year, I am very happy to tell you Good news for everyone: I will join Vogue China."
Zhang Ning was born in Australia. She is a Chinese slash youth. At the age of 27, she became the youngest "head" of Vogue. She sits in the front row of shows all year round. Her representative style is minimalist style and she has 1.1 million fans on Instagram.
Zhang Ning introduces herself as a film director on her Instagram profile, but she has also worked as a creative director, photographer, stylist, writer and part-time model.
Picture source: "vogue" official website. Li Li, managing director of
Condé Nast China, once said: "Zhang Ning understands the trends that the new generation of readers are paying attention to, has business acumen, and is good at using data and analysis from new digital platforms. We welcome her to use her creativity and make innovations in new media. , and look forward to her bringing global fashion to China and bringing Chinese culture to the world."
[2] It has been three years since she took office, and the response has been mediocre.
As an Australian Chinese, Zhang Ning took office with the title of the youngest "vogue" in the world. Controversy has arisen over the lack of experience in working for a major fashion magazine. However, some supporters believe that age is also her advantage and will help promote the transformation of the Chinese version of "vogue". The results of
are obviously unsatisfactory. During Zhang Ning’s tenure, Vogue China’s cover photography, candidates, and content style did not receive much positive response. The fashion activities led by her either lacked social media coverage or were heavily criticized due to planning and scheduling issues. Netizens complained.
Feedback to the magazine itself, "vogue" China Edition is caught in the predicament of a massive loss of celebrity resources and luxury brand customers, as well as a rapid decline in advertising revenue and its own influence.
According to "Women's Wear Daily", it costs at least 3 million yuan for a luxury brand to sponsor the cover of the Chinese edition of "Vogue". However, Zhang Ning has been in a "skylight" situation without brand sponsorship several times since taking office.
Her latest attempt to promote the youthful and digital transformation of "vogue" China was the launch of a podcast. However, in addition to attracting attention during the initial launch, the subsequent response was also not as expected.
[3] The successor candidate has attracted attention
Zhang Yu, the founding editorial director of "vogue", has been in the position for 16 years, which coincided with the rise of domestic luxury fashion. As competition in the fashion industry intensifies, Zhang Ning's appointment represents a generational and strategic shift in the Chinese version of Vogue.
"vogue" officially entered the Chinese mainland market late, and it was already in 2005 when it was first published.
The first issue of "vogue" China edition, September 2005. Source: Internet
When the Chinese version of "vogue" was first published, China's luxury goods industry had already formed a certain scale. Luxury brands want to further increase their exposure to the Chinese market, and Chinese consumers are also pursuing a more international shopping experience in an era of rapid globalization.
The Chinese version of "vogue" has an undeniable role in promoting the development of China's luxury goods industry and the larger fashion industry. However, the high starting point and high-style international image have become a shackles after the era of traditional fashion publications has passed. , hindering its further transformation.
So far, the Chinese version of "vogue" still relies on traditional cover and inside page photo shoots to maintain its image and attract customers. However, this dream-making business model not only requires high capital investment, but also takes a long time to implement. Not only does it make it difficult for magazines to effectively reduce operating costs, but the cycle of obtaining returns is also relatively long.
"Vogue" China has not announced Zhang Ning's successor, nor has it been revealed whether it has hired a deputy editorial director. Chen Bo, senior editor of "esquire", is considered likely to take over Zhang Ning's position.In addition, there is news on Weibo that other candidates including Guo Jingming are being considered.
Source: Jiupai News, Red Star News, Jiemian News, Upstream News, "vogue" official website
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