Fan economy is also embarrassing, fans may not be your users

Guide: Fans are a staple of the internet, with a lot of fans, there is no food to eat. However, eating fans is a bit like eating fast food, come also hurried, go also hurried.
Fans are a staple of the internet, with a lot of fans, there is no food to eat. However, eating fans is a bit like eating fast food, come also hurried, go also hurried. Most of the fans are rotten to the boil, and the word "brand loyalty" seems to be getting farther away from us.

Yes, in a rose divorce rate, brand loyalty has gone from bad to worse. These two phenomena seem to have nothing to do with the relationship, but both of them should be torn by the Internet: the internet opened our eyes, convenient ta and ta interaction, the choice is much, messy. In the process, no one has become better or worse, human nature has not changed, just met new things.

Why does China's fan economy get up?

The big fan economy has benefited from China's demographic dividend. A large number of people on the Internet to ride the car, even if the small sesame garlic can be fired in the uproar, on the Earth may also have this condition in China. China's population, the number of netizens, mobile phone users are still rising, and the latter two space is still very large, so all the acceleration is very large. All the craziness revolves around this acceleration. Therefore, "Bo people Eyeball", "hit money to make a yell" this kind of fast brand strategy is very popular, because only this can make a lot of money, which have time to talk with consumers slowly ah.

So, the fan economy is the business of making quick money. This is not to say it is bad, but the current Chinese Internet is suitable for this kind of economic existence. When there is quick money, which normal person is willing to slowly to build a brand out? God knows what's going to happen tomorrow? It's a frenzy, not a time to settle, so there's no need to worry like some experts, or to criticize Chinese companies for messing around. Naked swimming is the best thing before the tide is receding.

Fans are not your users

Behind the word fan, the default is a group. Since it is a group, the composition of a lot of followers, that is to say, fans do not really love a brand, but to hear the wind around after a go into the fun. Yes, they want a sense of engagement, which is based on the participation of others. When a fan group is about to be dissolved, it usually leaves a brand alone to stay there, and even if it cries loudly, no fans will come back to give it comfort.

Most of the fruit powder is not a fan of the average, but Apple's real users, because they agree with the cool technology of Apple, and rice noodles may be just fans, not real users, they may just be hungry marketing starving group of people. The so-called user, must be really identify with you and trust you, not just the people who do business with you. Users will understand and even tolerate you when you're in trouble, and fans can easily hubbub and even turn on you.

So, even if the fan economy can make you make a lot of money, don't forget that most fans are not real users. The day will be better if you can get money from the fan economy and nurture users with your heart.

Push fans to find users: don't play personal show

People-centered is an obvious feature of the fan economy. Many companies are often the leaders of the first to become famous, and then incidentally mention the brand. Personally feel that this is not conducive to the sustainable development of the brand. Whether it is Kingkian orange, Luo hammer cell phone or Cang jing empty bra, it seems very hot, but the risk is relatively large, after the cold may not be hot up. I admit that some people are the world, but everyone has an old day, the popularity of capital used up, then take what out to support the brand? Especially after I heard that her feminine stuff attracted a large percentage of her male friends, I knew she was just selling it.

It is much easier to put a person in the red than to create a brand, the former only needs to fast the advertising, and the latter need to plough over the accumulated. Advertising is easy to attract attention, but also easy to be forgotten, and sown seeds, after the root germination is unstoppable. For a brand, advertising and stories are indispensable, the former like a good dish, the latter like a staple food, should not be missing, especially staple food is just needed.

Eating food and not eating may soon be skinny, only eating without food may not be too much problem. Therefore, when creating a brand, you can not use people as a card, otherwise attracted by the majority of fans, rather than users. Someday you'll be a fan of the outcast.

Fans are obsessed with your marketing stunt and blockbuster news, and users feel the value of your heart and keep interacting with you all the time. "Anger brush Existence" is now a lot of Internet brand survival rules, in this acceleration as the theme of the situation is also very reasonable. However, the cultivation of the brand of the soil is also slowly forming, in the brush of the sense of being at the same time to the heart to export their own brand story, perhaps your Internet path will go more secure.