User operation of the killer of the handset manufacturers how to play the "fan economy"?

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Hammer phone blistering, once again confirmed that the fan model in smartphones. Luo fans everywhere in the maintenance of hammer phone feelings, such fanaticism is not unfamiliar. Fruit powder and g powder have existed for years or even at daggers, China's millet, the Charm clan, Huawei, 100+ companies have set up their fan groups, and dubbed the special name: Rice noodles, kerosene, pollen and Gayou, in the current user fans have become the only way to the smartphone industry, the handset manufacturers how to play the "fan economy"

Fan club: The killer of user operation

Looking at the fans of the various vendors, despite the diversity of names, the essence is the same: loyal users, or fans. These people identify with a product, a company, or even just someone. Based on this recognition, they are happy to do the product of the mice, willing to participate in the production process of the product, spontaneous maintenance of the company's interests, but also willing to invite more people to join their group.

When labeled with XX powder, they are proud and intentionally label their behavior. Some of the Ashes-level fans will also be religious fanatic worship, in the extreme. Fruit powder can not see the G powder, rice noodles despise the charm of oil, has become the Internet despise chain of important links.

Most companies are happy to see the emergence, existence and growth of the fan community. And the Chinese smartphone industry's fan base is mostly deliberately organized. With the fan group, enterprises do not just need to worry about product development before the need to investigate the problem, more importantly, they can bring direct benefits, the so-called "fan economy."

First, fans, as loyal users, are constantly paying to buy their own products, even if the price is unreasonable--like a 3000 hammer. Millet first sell a mobile phone to fans, then you can continue to sell mobile power, routers, televisions and other packages of products.

Second, fans, as innovative users, will act as marketers. Spontaneously publicize the products it is obsessed with among the masses of consumers. Obviously, this promotion is more effective than the promotion of the salesperson under the KPI drive. At the same time the promotion of the growing fan group, in social networking and other modern tools, the support of "pyramid marketing" The Power was released.

Again, fans as fanatics, is a natural free PR team. There is a commercial war between enterprises, especially the war of words, companies have new products to release, companies have negative news, fans will be in need of comment, need to defy the place to appear automatically. Some high-end fans can also write articles directly to deal with. To speak plainly, this is called natural, free, powerful fighting force of the Navy team.

In the millet will be a fan operation to do a good job, in addition to the smart phone to follow up, smart home and other intelligent hardware industry, app manufacturers, since the media have also followed.

Operation mode: Commercial operation + Media hype

Apple fruit powder, Google g powder is bottom-up, spontaneous organization. They attract the people who love it by virtue of the charm of their products, and do not need to run too much.

But most Chinese companies with fan clubs are deliberately doing it.

In order to form their own fan group, they will first to their fans to play a label, such as high force, enthusiasts, love life, understand the arts and so on. To do this requires the use of lectures, training, articles, marketing and other means of brainwashing, or to open a conference in Paris, or spend 10 years to create a "high pressure to have feelings" impression. Next will give fans forum name and other identity symbols, fans will also receive priority experience cards, priority to buy XX code privileges, usually do some t-shirts, keychain such as commemorative stamps, and then set up a few super senior fans model. The fan system is starting to work, not excluding the fan system that has "employees" or "childcare".

Industry has been dedicated to provide enterprises with "fan operation" service companies. They can offer the concept of fan packaging, fans found that fans maintain such "operation", the name may not be eight doors, such as "social marketing." As far as I know, most of the domestic famous fan club is the third party organization in operation. In addition, the media in the process of work, with the company to facilitate the creation of a science and technology heroes.

This is the Top-down "powder-making" behavior. In this way, the artificial operation of Millet is most obvious, the Huawei Pollen Club is basically copied, abruptly created a group. A friend with Huawei mobile phone, just to the forum to ask a question, is called the pollen name, he himself feel baffled.

"Powder-making" thinking is the most unique 100+v6 mobile phone "friend partner." 100+, founder of Xu Guoxiang, believes that real fans should be treated as friends and toss up a partner plan. In this plan, there are two types of roles: the general partner and the founding partner. Just buy a 100+v6 phone and become a friend. Gayou will get "overweight" and other privileges, 100+V6 mobile phone sales of 50,000 units will be the way to draw dividends to partners, Gayou in the referral of friends will also get "diamonds", can be directly converted into a coin or cash. The 100+ company's partner system is to combine the fans and the public-chip model together, the fans can participate more deeply and get more direct return. Therefore, Xu Guoxiang stressed that the 100+ company rejects the brain residue powder, the user to become friends. This is completely different from the traditional fans play another new type of user and business relationship.

No matter how the fan club works, it can be seen after a few minutes, but it is only to the entertainment, sports and other industries, such as the operation of the fan routine grafting. Mother Crazy chasing South Korea male star, the young obsession mango fast male, it men chasing is hammer, is lei, is jobs. In the entertainment, sports industry, star and star-chasing movement can not be separated from commercial operations and media hype, it is a business, technology industry fans Club is also not. Set up a set of rules that cater to human weaknesses, from 1 to 100 to 10,000 to 1 million, and fans clubs are growing.

Fan Rating: Is that really the rice noodles around you?

Like the fans and the fans, the fans can still distinguish different levels.

Fake fans: No professional ability, not really obsessed with a certain product fans and a few, just like some of the fans who boast that they love football basketball is likely to be "false fans." These fans are just trying to make themselves look geek, have a wide range of interests, or push them high and chase a product. At a critical juncture, such as when it comes to money, it is likely to retreat.

Soy sauce Type: Because like, because the price ratio and so on consider they will continue to choose enterprise products, and constantly recommend the company's products to friends. But if you want to say he is xx powder, he will be anxious with you. For example, there are still a few old users of Nokia mobile phones, and there are many soy sauce fans. They don't think they are Connaught, but they are true love for Nokia products.

Snobbish type: This kind of fans are for the direct benefit of go, a lot of just to covet some cheap. After careful comparison, he decides which product to buy and makes himself a fan. It is also possible that a product has a second kill discount, group purchase concessions, accessories gift, or 100+ Gayou partners such direct delivery of cash, they will chase the corresponding products. In fact, many of the scalpers have turned into snobbish fans.

Brain residue level: this kind of fans are the most effective, enterprises most pro-Lai high value fans. Their obsession with products/companies/characters has come to the point where there is no independent judgment or irrational judgment. Everything starts with sensibility, like a groupie. Such fans are super loyal users, super strong marketers, or attack strong soldiers. If you dare to say that a company's products are not reliable, be careful to be shredded by this group of fans-the author has suffered from the brain remnants of the powder combat group bombing.

Master level: "I'm not trying to make much money, I just want to be serious". This kind of fan belongs to the expert user, has the master level Professional background and the independent thinking ability. They are often the opinion leaders in some field. Such fans can not be asked, but there is a good endorsement effect. It's a reasonable, emotional, and appealing appeal. Some real geek users, some business leaders, belong to this level.

Partner level: Become a 100+V6 mobile phone Gayou, buy some company stock investors, as well as the company's employees, the partner-level fans. Either the product itself contains his understanding and painstaking efforts, or the product is closely related to its immediate interests. Their product maintenance is naturally the most positive, is the highest level of fans.

Enterprise is to seize all kinds of human weaknesses, but to meet the needs of different levels of potential fans, and bring them into their own fan club, a set of fans operating system in the support of Internet tools, high-speed operation. But who fans are true love, who is in the nude swimming, the tide receded will be visible to know.