How does the fan economy play? Return to the essence of subculture and the first scene

This month heard a few "needle puncture" This sentence, black beans have to say a few more words.

Black beans hear Someone like this to describe Apple, in the iphone1, 2 times, Apple is really just a handful of people's favorite, but in the 3 generation, the iphone suddenly become a popular luxury. Black beans also saw the potato President Yang, potatoes are now the main four categories, anime, Korean, and so on, are all the current minority, Yang said potatoes are going to do these subculture, eventually to produce a tune, and they hope that one day, like Apple so with a needle to pierce the day.

Also, the recent black beans wrote a small number of companies Lei Snake, CEO Chen Min brilliant than Steve Jobs is also the ultimate, probably most people do not know the Lei snake, but it's crazy than the apple is also scary, there are thousands of of people to the Lei Snake logo tattoo on the body. Women love Hermès, but have you seen a few people put Hermès on? There is millet, millet was initially thought to be only in the minority circle Popular, but now the situation I will not say it!

Why do they all do these things in unison? Black beans think carefully, probably because the mobile internet era will gradually grind all asymmetry. A product is easy to get users, the loss of users is also easier, with no need to say hello to go. Probably only love can tolerate all imperfections, so this era of good fan economy is the most effective.

There is another problem in this area. The internet itself is an era of breaking everything up, the era of dispel Mei, this era can be a popular fan of the product or people, it is too difficult. Black beans Remember to talk about entertainment, as if Lee Colling said, the internet age more than 10 years no longer have a superstar, probably after Jay Chou has no bar. People are so forgetful in this age that they can only start with the small ones. To know, Gaofu or white rich beauty, can let these human brain residual love, difficult than to do a popular popular goods is still difficult, so it is not so easy to do the fan economy. Based on the fan economy itself is from the development of subculture, so to be a fan of the economy, but also need to return to the essence of subculture and the first scene to go.

This concludes that the fan economy should play from subculture.

Black beans This complex logic to get you dizzy! Sure this logic is not perfect, so you are welcome to shoot bricks, today is the black Bean ramble.

But when it comes to Subculture's first scene, it has to be put up. Precisely black Bean thinks, the Chinese subculture group is from pastes to grow out of. Also remember the 2013 Black Bean Magazine annual Meeting, black beans to speak specially asked everyone know Lou, Victoria is who, black beans very satisfied with the eyes of colleagues are confused. Because before the black beans have just been their explosion incident stimulated, million-time explosion bar Ah, this will be a person one months to give me 1 cents, black beans do not have much time to buy a big wild.

So today black beans back to stick to say how to play can be a needle puncture the subculture of the day, how to play fan economy. Yes, even KK said that subversive innovation comes from the fringe.

Why go back to post bar to study subculture? Because the subculture is indeed in the product line of thought is reflected incisively and vividly. Baidu Bar Senior product manager Shaoyi in a recent event said: "Stand in the product people's point of view, we think more is, how to create a subculture of the environment and soil." ”

Speaking of which, it is necessary to say what is subculture in the final analysis. The word may be difficult to define, but the recent black bean contact people have raised several characteristics of subculture:

One is different from the mainstream culture: compared with the mainstream culture, subculture is relatively small, so can call it "ya".

Second, there is the potential to form the trend: if only dozens of people or even hundreds of people participate, can not affect the broader scope, then it can not be called "culture." The subculture we see today cannot be compared with the mainstream culture, but there are at least a few percent, or even scores, of user coverage and market influence.

Third, through the experience and baptism of time: Korean, Korean dramas can be said to be a subculture. But if only in the previous period of time for the whole of the professor, last December, we were still fascinated by the national male God Zhang, January has become a long leg Obadhai min, February is from the outside planet Professor, this temporary trend, is far from the formation of cultural level.

Yang once said so to the black bean vermicelli economy. "To be a fan economy, the first step is to have fans, then talk about the economy." "From this point of view, stick bar should be the most concentrated place of fans." As Baidu has still been the relish of products, post stick has 1 billion registered users, more than 8.19 million interest bar, its content topics related to all aspects of social life, including 80,000 stars related bar, 80,000 anime related bar, 65,000 literature related bar, 50,000 games related bar and 30,000 film and television play related bar, etc. which also produced such as cock silk, fans, Korean, anime, network novels, colleagues and other rich and colorful subculture content. These at least satisfy the "fan" condition at first.

And then black beans say how subculture is produced?

Shaoyi the production of subculture summed up a few key words-bottom-up, equality, separated but open, direct heart.

Subculture is produced first from the bottom up, and from top to bottom it can only be the mainstream culture. Just like canvas shoes in the beginning is popular in the young student groups, and finally began to become popular among the crowd into a fashion trend. Second, the emergence of subculture is based on an egalitarian atmosphere. Many subculture in the development of the same time, the mainstream culture is still eager to adhere to their positions, the culture of their own system to flourish. Therefore, when the founders or the boosters of the minority groups fail to get a good opportunity and equal right to speak in the beginning, they are doomed to escape the fate of drowning in the tide of mainstream culture.

The internet naturally has the characteristics of subculture because it is equal. However, the bar is also specifically emphasized the equality of ID, because compared to other Internet products, paste does not exist in the natural authority. What is natural authority? If the authority of a user within a group is related to its influence outside the group and the Prestige established for success outside the group, it is the natural authority. In short, if some users just entered the platform is already very NB of the characters, such as some platform on the Big V, it lost the basis of subculture. Such an environment is not equal, other individuals will naturally accept these natural authority indoctrination concept, many people do not like to play with.

When the environment of equal right of speech is produced, it is easy to arouse group interaction. The square-style product features are provided to the user is a group, an ordinary user will have the conditions to constantly affect the first 10 people, 100 people, and then thousands, tens of thousands of people, gradually expand the impact until the formation of a cultural trend, bred into a specific subculture. This is the unique group interaction attribute.

Also, you may not be able to learn, but you can use it. Is the stick is organized with the theme, most of the platform from its home can know the user attributes, such as Tianya, 55bbs, most of the people who play bar is actually very little focus on the home page, but go straight to their favorite, interested bar. The home page is actually a kind of mainstream value influence, if play subculture, play the fan economy, all mainstream influence should be avoided as far as possible. Compared to, Baidu Post bar just create a "because of it and the partition, because of the group and open" subculture production environment. Because if only open, the voice of minority groups in the mainstream culture is difficult to form a trend in the big environment, and then become a culture; only the district, the minority groups and difficult to reach more audiences, can only call it a personal hobby. Stick to the "isolated and open" environment, which is precisely to make it become the birthplace of subculture of the most important factors.

Finally, say "direct heart". After the platform attribute is possessed, subculture needs its content to have direct inner power. From the culture process of the subculture, this point benefits from the user attributes of bar paste. At present, the core user is the 95. They are young, chasing individuality, eager to lead and create trends, have interest and ultimate love, and seek change, eager to make something completely different from mainstream culture. They have to be maverick and unconventional, because they can gather more attention. As a result, the user characteristics of the post bar determine that they can create a lot of direct inner things. As a result, we have been able to find attractive content, culture and appeal.

The next black Bean is about to start talking about making money. When a group grows and grows and has a circle of its own, it is not a single platform and the product can carry, need a complete industrial chain to help this group achieve more value.

For example, Baidu Bar, its commercial value still needs a complete industrial chain to explore and enlarge. Stick is an open platform, the carrier of these subculture should be more more vertical, specialized groups to use, with the help of the unique product features and user attributes, to explore and expand the value of subculture. This is what the bar has been doing, so stick to the introduction of the platform mechanism. Many subculture belong to the group can set up their own official bar, paste stick will also give the support of resources.

In fact, similar to Baidu Bar in doing a lot of things people are doing. At least the black beans know the potatoes are doing and the apples are made. Black beans feel to be a fan of the economy, fans are really the first step, if you really have fans, as countless other industries we have seen, economic things, there are really too many people will worry about you. And to run their own fans, I am afraid there is no more suitable position than the post. It's just that you need a little time to wait for the eco-chain to build up, and then do a good job of the fan platform.