Don't think fan marketing is everything.

The internet is, to some extent, a "quick buck", it makes the pace of wealth creation more and more quickly, and let patience in this era seems particularly scarce.

It took Bill Gates 12 years to get his first 1 billion dollars, and Yahoo's founder Jerry Yang has reduced this time to 3 years, but also 3 years, Lei even will be the billion dollar valuation of millet, it led the "fan marketing", but also become the business marketing of the Bible, Schooled, an entrepreneur with a large cult of millet mythology.

Fans, of course, are good things, and they look huge and uniform, cheap and not rewarding. But on the other hand, fan culture is the traditional sense of brand management in the "fast food" processing products, it throws away hard work, such as a sustainable expansion of brand equity, an efficient evaluation mechanism for brand credibility, and only preserves and concentrates on the chapter "Building intimate relationships with customers," There is a tricky ingredient in nature.

It is like a priority behavior before the exam, if the questions are no longer within the scope of the list, smart-aleck candidates will die hard to see.

In early September, the Chinese mobile phone manufacturers of the charm family launched a new generation of products MX4, and changed its consistent "high cold" price strategy, will be 1799 yuan as a product sales of the start price, directly hit its most important competitors, in the "cost-effective" on the millet with great self-confidence. As a result, the "1799" became a conventional code, flooded the comments area of the millet official Weibo, leading to the first time in the history of Millet closed Weibo comments, and hinted that they suffered a navy attack.

But on the other hand, some media have combed through the "1799" brush screen of the user composition, but found that a considerable part of their users in order to booing, ridicule the way they express their dissatisfaction with the millet pricing-what the charm of the latest mobile phone can sell to 1799, but Millet is still to 1999?

In other words, it is millet carefully cultivated fans, participate in and set off this makes millet extremely embarrassed public opinion storm, this may be the fatal short plank of "fan marketing": Fans are based on perceptual triggers, an emotional value identity, where fans can show highly domesticated behavior in a downwind scenario, , once out of this comfort zone, fans in the value of the transformation has no resistance, even can be said to be the case.

However, because Millet is a "fan marketing" of the synthesizer, so it is in many cases is indeed the public with a magnifying glass observation, easy to show the model effect. In addition to millet, the number of enterprises even the operation of fans want to be lazy, push users into the micro-credit public account, and then feel that this will give them a "fan" label, can be reckless infusion of business promotion information, but also proud of "This is more than a mobile phone message to save money." This mentality, but also false.

This summer, a lot of achievements in the field of marketing, known as the FMCG industry, "West Point" of the Procter and Gamble Group simply announced its "marketing department" to "brand management department", which is considered the new trend of digital marketing, namely "all brand" concept of the future.

A more straightforward change is that, in the electronic business platform such as the cat and Taobao, sellers for the flow of dependence began to reduce the user will be "three squirrel", "puppy electric" such a brand keyword to achieve the search in the consumer path to arrive, rather than the previous "pistachio", "vacuum cleaner" and other commodity keywords, at the same time, limited seconds to kill, Group buying and other activities on the seller's attractiveness is less than in the past. This means that the enterprise needs to spend more effort on brand recognition, on the other hand, if the fans lack of loyalty, all the input may become fleeting, unable to form a sustainable competitiveness.

Apple has never been a fan marketer, but it has become a reference for companies that follow the strategy of "fan marketing". Apple has asked its retail staff to treat customers as respectable objects or friends, when a customer comes to seek service, "give a solution to the day", with a lot of effort to keep customers in touch with more business opportunities, and to offload solutions to other responsibilities (e.g. after sales) The concept of business management is obviously opposite.

People are looking for the secret of Apple's success, but perhaps the much-anticipated "shortcut" does not exist. Burnett, the world's advertising guru, said: "A universal standard is that you have to make friends before they listen to your advice." ”