1 million yuan to uncover the mystery of the fan economy

Absrtact: "The first billionaire network literature leader (that is, the consumer network virtual currency 100 million yuan after the honorary title) was born!" "A news from the Chinese web of vertical and horizontal, shocked the entire network of literature." A fanatical fan, unexpectedly uninhibited for his own puppet

"Network literature first billionaire leader (that is, consumer network virtual currency 100 million yuan after the honorary title) was born!" "A news from the Chinese web of vertical and horizontal, shocked the entire network of literature." A fanatical fan, unexpectedly bold and unconstrained for their idol author sent 100 million yen (equivalent to 1 million yuan) of the "reward", set the network of literary history fans "reward" the author's highest record, and this fan in the "billionaire leader" honorary title, while the fans, Let us also exclaim the huge business opportunity behind the network literature fanatic fans. In fact, by the "Monthly", "Renewal Ticket", "seal" and other props to stimulate the fan economy has quietly become a value billion industry, network literature web site and the author to gain the stability of the channel, then, online literature fan economics is how to refine it?

1 million yuan to uncover the mystery of the fan economy

"God Machine camp, fans, my things have done, the rest, I hope you can more publicity, please!" "The word" heroic ", will be the network of the original calm completely break, a fan named" Character and Base ", one night for himself in the Chinese web Idol author" Dream Machine, "The new Works" The Star of the Galaxy "sent a full 100 million yen (equivalent to 1 million yuan) of the" reward ", And this 1 million yuan for us to uncover the network of literature fans of the mysterious veil of the economy.

In fact, the online literature of the fan economy seems to be a complex and sophisticated system, but the operation and philosophy is extremely simple: fans like a certain author or a piece of work, the hand "reward" a little money for granted. In order to cater to fans of this mentality, the major web sites have cleverly designed a set of consumer systems to meet the strong needs of fans.

To the beginning of the Chinese web as an example, in order to satisfy the enthusiastic fans of the idol author's pursuit, specially launched the works "Play rewards" welfare props, works of reward is the user's recognition of the work, directly to the work of the reward of the interactive props, "reward" amount from each 100 starting currency (1 yuan) to 10,000 beginning currency (100 yuan) ranged. Mainly for the beginning of the Chinese network all A-level contract, cooperation signed works. And according to the amount of money spent, fans can also get the corresponding honorary title, from The Apprentice, disciple, Deacon to the highest level of the title of the leader. Fans who want to win the title of the leader will need to spend 100,000 of the starting currency (equivalent to 1000 yuan).

This system launched after the launch of the enthusiastic fans of the pursuit, and the beginning of the Chinese network is also the birth of a group of hundred novel, that is, "reward" to reach the leader level of readers more than 100 of the works. Statistics show that the beginning of the Chinese web 17 works have a "Bermuda" Medal of Honor (with 100 and more than the leader-level works of fans to obtain this medal), among them, the largest number of "Mortal Fairy biography" is said to be more than 300 leader-level fans, rough calculation, the 300 fans at least directly contributed 300,000 yuan , as time goes on accumulating, the final amount will be very considerable.

Throughout the domestic mainstream network literature website, all set up a sound reward system. 17K novel editor Liu Ying told Beijing Commercial news reporter that the setting of "reward" is in line with the interests of readers, authors and websites. The author of the Great God or the author of a unique style will certainly have a large number of loyal fans, fans to express the love of the author or works of support, the pursuit of money is also understandable. ”

"Readers want to support writers through their own ' rewards ' to inspire writers, and readers are often willing to give generously to a good work," said the head of the Chinese network in Beijing. ”

The huge industry of "reward"

Enthusiastic fans bring not only news gimmicks and topics, but real gold and silver. For different levels of authors, the "reward" income is also different.

Shang, the author of the Great God, admitted to the Beijing business newspaper that the "reward" portion accounted for about 20% per cent of its total income. "There are some readers who love my work, often stamped on my work every few days (playing with props), and each fan spends 1000 yuan at a time and covers it every few days." It moved me and strengthened my relationship with fans. ”

For many ordinary authors, "rewards" earn less than they do. "Little God" author Door Nine also said that their monthly income from writing to about 30,000 yuan, but the "reward" income is only four hundred or five hundred yuan. W Mustard, 33, a new writer, says that "reward" income only accounts for less than 5% of her income, which is negligible.

Liu Ying admits that in the reward system, the great God does have a better advantage. For many great-god writers, the "reward" income generally accounts for about 10%, and can reach 10%-30% even if it is considerable.

Relevant statistics show that the total output value of network literature has exceeded 1 billion yuan, according to this estimate, each year through the "reward" generated income has already exceeded tens of millions of dollars. Although the "reward" income is now not in the mainstream, but rely on a large number of Tens readers base, the site can still receive a substantial income. Liu Ying said to reporters, for "reward" income, almost all sites are selected and author 55, to the above 1 million yuan, for example, the great God Author "dream Machine" and the Chinese network each get 500,000 yuan. How much revenue can the site earn each year by relying on "rewards"? "To 17K novel network for example, the relevant" reward "class props income can reach about 5 million yuan a year, half of which will be divided to the author. Although compared to our annual income of nearly billion, this is less than 3 million yuan ' reward ' class props income accounted for a small part, but it is a very stable source of income. ”

The beginning of Chinese network related responsible person is also more optimistic about "reward" income model of the future. "For many writers, ' reward ' income is only one of the main income, but I believe that ' reward ' income will be a continuous and stable model for future websites and authors ' income. The owner said.

The other side of the fan economy needs to be vigilant

Enthusiastic fans bring a steady stream of profits to the industry, but many of the risks are also being questioned and paid attention to. After the "billionaire leader" incident was exposed, a large number of people have the first time to question: "This is a writer, readers and the site to join hands with the hype?" ”

Some people in the industry to Beijing, said the newspaper, the network literature has fans have hundreds of thousands of yuan "play rewards" precedent, such as the end of 2010, "The World of the Thief of Rebirth" was born a single dozen rewards 100,000 Yuan record. But it is also very rare. "Who would give so much money to the fans?" This money is enough to buy the copyright of the author's book and print a tens of thousands of copies. ”

And many people worry is that such a large "reward" is bound to trigger a grudge between fans, will be "reward" into a tool of vanity. Shang School also expressed its concern. "It is a good thing that readers are willing to consume nature, and it is worth encouraging." But to be positive, I never encourage readers to spend extra money outside of normal genuine subscriptions. In particular, some extreme situations, such as young, not sensible readers pawn mobile phones, selling blood, selling kidney money for the ' reward ' grudge love vanity. If so, the money we hold a guilty conscience. ”

There are concerns in the industry, the original is to enhance the readers and the author's feelings of "reward" props, will become a victim of commercial interests. "I have encountered, there are many writers in order to win popularity, and even hire people in the network to register a lot of vest numbers, special ' reward ' brush list, in order to maintain the popularity of the works, this behavior greatly hurt the feelings of fans. A writer who declined to be named said helplessly.

Liu Ying said that with the development of network literature, the channels of profit will be more and more, "reward" system will be more and more sound, but the premise is that the industry needs reasonable and positive guidance. "The website certainly wants to" reward "the pattern to be more and more mature, this can enhance the website the risk-resisting ability, but also needs to grasp the degree, avoids the excessive behavior. He also said that the site also needs to develop more new profit models, so that can enrich the company's revenue channels, but also to reduce risk. 17K novel network has been exploring, hoping to give readers and authors a better experience. ”

The beginning of Chinese network related officials also said that more profit model is also actively exploring.

Beijing Business News reporter Chen/Wenja cong/Comics