中國網絡文學第一人 夢想創建迪士尼式王國
Zhang Wei, China’s top-earning online novelist, is not modest about his success. “I love writing, and I’m gifted,” Mr. Zhang, 35, said in a recent interview.
身爲中國收入最高的網絡小說作家，張威談論自己的成功時並不謙虛。“我熱愛寫作，也有天分，”現年35歲的張威最近接受採訪時說。
The numbers back him up. In 2015, Mr. Zhang, better known by his pen name, Tang Jia San Shao, earned 110 million renminbi, about $16.8 million at the time, according to China Daily. Much of his fortune was made from selling his so-called IPs, a buzzword in China referring to intellectual properties or original content that is often adapted into movies, television shows and games. It’s a strategy that in recent years has become a major source of revenue for China’s online literature websites and writers. Mr. Zhang’s earnings would put him on par with best-selling authors like Stephen King and George R. R. Martin.
一些數字讓他有足夠的底氣。據《中國日報》報道，在2015年，以筆名唐家三少爲外界所熟知的張威賺到了1.1億元人民幣（約合1680萬美元）。他的很大一部分財富是通過出售他口中的IP累積起來的。IP是中國的一個流行詞，指知識產權或者常常被改編成電影、電視劇以及遊戲的原創內容。近年來，這種策略已經成爲了中國網絡文學網站和作家的主要收入來源。張威在收入方面堪與斯蒂芬•金(Stephen King)、喬治•R•R•馬丁(George R. R. Martin)等暢銷書作家比肩。
Mr. Zhang’s works typically fall within the fantasy genre. “Douluo Dalu,” one of his most popular works, is the story of a martial artist who tumbles into an eerie new world called Duoluo Dalu. The story is being turned into a movie, a television show and a video game. In the interview, Mr. Zhang talked about the difference between online literature and traditional publishing, the advantage of an established fan base for lucrative spinoffs and his dream of creating a Disney-style empire.
張威的作品大多爲奇幻風格。《斗羅大陸》是他最受歡迎的作品之一，講的是一位習武者誤入名爲斗羅大陸的怪異新世界的故事。這個故事目前正被改編成一部電影、一部電視連續劇以及一個視頻遊戲。在採訪中，張威談及了網絡文學與傳統出版業之間的差異，自帶粉絲基礎這一會讓衍生作品獲得豐厚利潤的優勢，以及他心中創建迪士尼式王國的夢想。
How did you first start writing online literature?
你最初是如何開始從事網絡文學寫作的？
I first started writing in February 2004, when I was 23. I was working as a website engineer at the time. Before that, I also worked for . I wanted to write a fantasy novel about magic and light because there weren’t many novels at the time that talked about this theme. That became my first novel, “Child of Light.”
我最開始寫作是在2004年2月，當時我23歲，是一名網站工程師。那之前，我還在央視國際網站工作過。我想要寫一部與魔法和光有關的奇幻小說，因爲那時候以此爲主題的小說還不太多。於是就有了我的第一部小說《光之子》。
What was online literature in China like at the time?
中國的網絡文學當時是什麼樣子？
Online literature was still in its early stage of development. Most people who were writing online back then were writing for fun. But a lot of writers didn’t finish their novels, so it was difficult to follow the stories. As a reader, I didn’t like reading these incomplete novels. So when I started to write, I updated my stories every day. That way, I made sure that my readers could get something new every day.
網絡文學當年還處於早期發展階段。那個時候，大多數人都是在網上寫着玩兒的。不過很多作者都沒把小說寫完，追看一段時間就沒了下文。作爲一名讀者，我不喜歡看那些有頭無尾的小說。因此當我開始寫作時，每天都會更新我的故事。這樣一來，就能確保我的讀者每天都會看到新東西。
How much do you write each time?
你每次寫多少字？
When I started, I could only write 2,000 to 3,000 [Chinese] characters a day. Now I typically write about 7,000 to 8,000 characters a day. On my most productive days, I can write 15,000 to 16,000 characters.
一開始我每天只能寫兩三千字。現在一天通常寫七八千字。效率最高的時候，一天可以寫一萬五六千字。
What are the main differences between online literature and traditional publishing?
網絡文學和傳統出版業之間的主要區別是什麼？
With online literature, you can publish your installments as soon as you finish them and discuss them with readers very quickly. This is the biggest difference between online literature and traditional publishing. It’s not like writing a book, where you have to write all the chapters before you publish. With online writing, you only need a few thousand characters to start off your book and to show your readers what you’re writing. That’s how online literature sustains itself.
從事網絡文學寫作，寫完一節立即就能發表，而且很快就能和讀者進行討論。這是網絡文學和傳統出版業最大的不同。它跟寫書不一樣，書是必須寫完所有章節才能出版的。在網上寫作時，你只要先寫出幾千字，給你的作品開個頭，讓讀者看到你寫的是什麼。網絡文學就是這樣維繫自己的。
Do you take into account feedback from your readers when you’re writing?
寫作的時候，你會把從讀者的反饋考慮進去嗎？
Obviously readers have their own opinions. Their feedback doesn’t change my content because I plan my novels before I write them. Usually, by the time they read the latest installment, I’m already working on future ones.
讀者顯然有他們自己的觀點。但他們的反饋不會改變我的創作，因爲在動筆之前，我已經規劃好了要寫的內容。通常，在他們看到新發布的章節時，我已經在創作後面的內容了。
Why do you think some readers favor online novels over print books?
你怎麼看，相比於紙質書，有些讀者更喜歡看網絡小說？
There’s a feeling of excitement when you read daily updates. Also online literature is really a form of popular literature. It’s more accessible to readers. It’s also one of the cheapest forms of entertainment. Usually it costs just a few cents to read a thousand words.
閱讀每天更新的內容，會讓人有種興奮感。而且，網絡文學實際上是一種通俗文學。對讀者來說，它更容易接觸，也是費用最低的一種娛樂形式。閱讀千字，通常只需要花幾毛錢。
Is there greater freedom writing online compared with traditional media?
相比於傳統媒介，在網絡上寫作自由度更大嗎？
I don’t think so. Whatever we write, we have to adhere to the relevant laws and regulations.
我不這麼覺得。不管我們寫什麼，都必須遵守相關的法規。
We’re seeing more companies buying the rights from online authors and adapting their stories into movies, television shows and games. Why is that?
我看到有越來越多的公司從網絡作家那裏購買版權，將他們的小說改編成電影電視作品或遊戲。這是爲什麼？
The big IPs come with millions of readers, so they offer a built-in fan base, which often translates into high box-office returns. IPs can also be made into series, which makes the content more cohesive. That way, you can maximize your profit from the IP, and it also amplifies the IP’s overall influence.
大的IP通常會有數以百萬計的讀者，所以它們自帶粉絲基礎，這往往可以轉化成高票房回報。IP也可以被拍成系列，使內容更有內聚力。這樣，你就能最大程度地利用IP的價值，還能放大IP總體的影響力。
How much do you make from online novels?
你從網絡小說創作中獲得了多少收入？
The income from subscribers to online literature makes up only about 2 to 3 percent of my total income. Most of my income comes from the print publication of my books and IP products.
來自在線文學作品訂閱的收入，只佔我所有收入的2%到3%。我大多數收入來自作品的紙質出版物和IP衍生品。
How does online literature differ in China and the United States?
中國的網絡文學和美國的有什麼不同？
As far as I know, China’s model — in which fans read daily updates of online novels — has not been replicated in any other country. In other countries, online literature usually means digitizing physical books so that people can buy them and read them on their cellphone.
據我所知，中國的模式——粉絲按日閱讀網絡小說的更新內容——沒有被其他任何國家複製。在其他國家，網絡文學通常意味着紙質書的數字化，所以人們可以購買它們，在自己的手機上進行閱讀。
What is the future of online literature in China?
你如何看待中國網絡文學的未來？
IP and content production will play a more dominant role in the industry. For example, I am currently looking for a powerful partner to develop all of my IPs so that when one format, like a movie or a TV series, becomes popular, the other formats will also become popular. This is the best model for writers. My goal is to make a big franchise like Disney. Disney has a lot of characters whose popularity is reinforced through movies and cartoons.
IP和內容生產會在這個行業扮演更具主導性的角色。比如，我目前正在尋找實力雄厚的合作伙伴，開發我所有的IP，這樣如果一種作品形式——比如電影或電視劇——受到歡迎，其他形式也會如此。對作家來說，這是最好的模式。我的目標就是打造一個類似迪士尼的特許經營大品牌。迪士尼有很多角色的受歡迎程度都是因爲電影和動畫片的播放而得到加強。
What do you see as the key to success in the industry?
你覺得在這個行業，獲得成功的關鍵是什麼？
A lot of people ask me how I’ve become so successful in the industry. I only do one thing, which is to give my readers new work every day. I’ve done this every day for the last 12 years. This is actually very difficult to achieve. I love writing, and I’m gifted. As far as I know, nobody is as good as I am. Talent and enthusiasm are the keys to my success. I haven’t been writing all this time because of the money. From the beginning, it was never about the money.
很多人問我爲什麼能在這個行業獲得這麼大的成功。我只做了一件事，就是每天給我的讀者提供新的內容。我已經堅持了12年，每天如此。這一點其實很難做到。我喜歡寫作，也有一定天分。據我所知，沒人能做到我這樣。天賦和熱忱是我成功的關鍵。一直以來，我都不是爲了錢而寫作。從始至終，都不是爲了錢。
