It's better to return to the source

Through the fan bubble layer, you can clearly see the benefits of the cards. For us, we can never overestimate the charm of our products, nor overestimate the potential of the marketing of Vermicelli. For the enthusiasm of the fans can promote the number of market and benefits, and how to make "fans" of the consumption capacity can be optimized to transform into productivity, every business is closely concerned about the problem.

Back in the day, with Apple's huge success around the world, and a deliberate imitation of Apple's millet company's success in China, the benefits of fans have become a new label for business in the internet age. Entrepreneurs talk about Pink, if MO, like no matter what a product or service, if not to a large fan, can not be in the Internet commercial battlefield foothold.

The success of Apple and Millet has created a large number of fruit powder and rice noodles. This is an indisputable fact. It is not uncommon that every time Apple releases a new product, the fruit powder Shing the obsession and obsession of queuing, and even comes out with some irksome reports. And rice noodles ants gather in the Millet official website on the sale platform, will be a limited number of new products to rob and empty, creating a "millet hunger marketing" unprecedented momentum. Millet companies take advantage of, will be April 9 each year as "Rice Festival", set out to the fan marketing to the end.

After the internet has dispelled the various time and space barriers of traditional commerce, it does provide a natural and broad platform for the marketing of Vermicelli. But is it true that fan marketing is a strong bastion of all products (or services) facing the future?

Not necessarily.

If we can not maintain a sober mind and calm insight, but the smoke and mirrors, will fall into the fan marketing of the mystery and can not extricate themselves. In fact, the so-called fan marketing, it is easy to incur two types of fans collapse.

Interest true, fan puppet

The vast majority of fans are not hardcore die-hard fans, can not afford any trouble. These false fans, who are seriously deficient in loyalty, are often attracted by petty. Profitable, then Mickle, Mickle, unprofitable, the tree has not fallen, Varlet has dispersed.

The famous American fast-food chain Burger King has done two mild tests, predictably identifying a large number of fake fans.

In February 2013, Burger King launched a Facebook app that would get a big burger for free if users removed 10 friends (ie fans) on Facebook. As a result, in less than a week, a total of 83,000 people in Facebook deleted friends, and the number of friends deleted is more than 234,000 times. If Facebook had not immediately blocked the app, the number of friends that had been deleted would continue to surge.

10 friends can't even come up with a hamburger! It is clear that this "Shuzu" through the Internet, the fan group is how vulnerable.

In January 2014, Burger King again shot, this time to focus on their own products fans. Burger King has launched a "get rid of Powder" campaign on Facebook. There are two choices on the active page: I am a real powder and I am a zombie powder. Choosing the latter will give you a free burger, as well as a dear John letter from Burger King and a black notice. As a result, most of the 38,000 fans chose the latter for the free burger, leaving only 8,481 hardcore fans.

For a hamburger, fans can not only sacrifice their friends, they can also betray the brand. How can you expect such a fan to make sure that the brand is permanently solid?

Don't think Burger King's encounter is just an exception. In fact, the interest-driven fake fans abound, and the fans who pass through the benefits are largely devoid of loyalty.

In the early 2014, the Battle of the software was actually a battle for users (fans). Tencent and Alibaba have wantonly burned money, even cause taxi to not only do not have to pay money, instead, the market is still earning money upside down strange phenomenon, and the other kind of beneficiaries-taxi drivers and passengers, along with the interests of the baton, the use of which side of the taxi software more profitable, on which side, the beneficiaries between the two software, Frequent fence-hopping. Even more, some drivers conspired with the passengers, painstakingly concocted and repeated two subsidies. Fast and tick, although in the money offensive, quickly reached tens of millions of orders of magnitude of users, but the faithful in the end how many?

And then by the fan marketing altar of the Guru-level representative of Millet as an example, those who are flocking to the millet rice noodles, and how many are not driven by the interests of such enthusiasm?

The most prominent feature of Millet mobile phone is high price. Millet generation of mobile phones are the first to use dual-core 1.5G, 4-inch screen, 8 million pixel lenses, standby time 450 hours, such as high standards of configuration, at that time, similar configuration of the smart phone prices are basically at three thousand or four thousand yuan, but the price of Millet is 1999 yuan, is almost half the mainstream price!

As much as 1000 yuan in the interests of temptation, but also to attract how many of the silk bid bow, shake the body into rice noodles?

So, to push the fan bubble, the benefits of the cards are clearly visible. We should never overestimate the attractiveness of our products and never overestimate the potential of the marketing of our fans. Those who are wearing fan coats are prone to collapse.

Idol pour, fans go

After the fake fans are cleared, the few remaining real fans will be lost because of the collapse of the idol.

Fans and their corresponding idols, are derived from the two interdependent concepts of the entertainment industry. No idol, fans are source, no fans, idol is not an idol. Introducing the concept of entertainment into business marketing, the relative idol is "star Products", while fans are "loyal users."

But, just as the stars of the entertainment industry will cause the idol to collapse and lose the fans because of the public morals scandal, the star product is easier to lose the user because the product's functional experience and emotional experience loses its ultimate charm.

Let's look at a few typical cases.

Founded in 2008, SNS Web site-happy, can be described as a glamorous star products, almost overnight, "stealing vegetables", "Grab Parking", "Buy and sell friends" These built-in games are popular across the river. How many people either midnight do not sleep, or up earlier than the chicken, only to Internet "steal a dish"! Only two years later in 2010, happy net registered users (fans) on more than 85 million, page Views (PV) more than 2 billion, in the Alexa global ranking of the rankings of 60-bit, Ranked eighth in the domestic website. Happy NET business operation also with the wind raw, advertisers flocked, and even had to accept the implantation of ads do not discount strong terms.

But the status of happy net Idol not to maintain how long, soon will not get up, once the crazy obsession with the fans of the net are desperate to leave.

The reason is that the product experience of happy NET is a problem. Stealing vegetables, car parking and other games just rely on fresh feeling to please fans, but after crazy, fans soon appeared aesthetic fatigue and lost the meaning of infatuation, and happy and intoxicated in the success of too easy, did not take advantage of the introduction of more attractive new products, new experience.

Let's take a look at Apple, the most sturdy bastion of fan economy. Apple is clearly the top star of the idol pyramid in today's business world. But even the idol of such idols, can not ensure that they are like forever, always win the favor of fans.

Apple has been able to become an idol because it continues to launch a series of stunning and even screaming products. From Apple II computers to Macintosh computers to ipods, iphones and ipads, almost every product gives users an unprecedented experience. But after the death of his founder and spiritual leader Steve Jobs, Apple has not introduced innovative products that exceed the expectations of its fans. The controversy over when Apple is about to decline has been matched by a rise in the company's share price to huge evaporation, and Apple has had to hand over its once-occupied position as the world's first-ever market capitalisation.

Apple has been painstakingly built for many years, the foundation of a deep, the loyalty of its fans is quite high, of course, not like some "nouveau riche company" that the sudden and decline. But fans are also expected to be much higher on companies like Apple than the average company. If Apple does not have a long time to launch new products that meet fan expectations (or even beyond fan expectations), the risk of Apple's future idol collapse is huge. And the more Apple is unable to launch a new product, the more expedient it will be to undermine the brand's allure under the pressure of strong performance.

In September 2013, for example, Apple launched the IPhone5S, as well as its relatively inexpensive product, iphone5c. IPhone

C in 5C, according to Apple's explanation, is color, meaning the phone uses 5 different colors of plastic back cover. But a lot of fruit powder is very unhappy to interpret it as cheap (cheap) meaning. Apple has always been a highly priced experience to show its distinctive cool high-end sense of identity, which is also an important factor in the achievement of its idol status. Cheap products may attract a lot of interest-driven fake fans in a short time, but they can hurt their brand and real fans.

Return to the origin of the product

We must also soberly recognize that, unlike the living star Idol, it is very difficult to make a product (or service) idol. In essence, the product only has the material lattice. But the idol must first have the personality, then has the god lattice, can have the not far the charm and the influence. Relying solely on the product itself, it is difficult to walk through the two cognitive gateways of personification and divinity.

Apple's product can become an idol-level star product, and its helm of Jobs's personal charisma is inseparable (another success is the Virgin brand created by Branson). Therefore, those advocating the fans of the economy of business decision-makers, may wish to weigh their own, can be integrated into the leader, product, brand three in one. If one of these links is missing, the so-called fan economy is hard to separate. From this point of view, millet distance to the summit Idol, there is a big gap.

From the above analysis, although the fans have unlimited economic scenery, but there is no irrefutable fans. The loss of interest or the collapse of the idol will lead to the collapse of fans, and fans of the collapse of the natural meaning of the destruction of idols. This may be the most brutal business truth of the internet age.

We must keep in mind that the vast majority of consumers, are only the best value for money hardcore fans, rarely obsessed with a specific brand or product. Instead of trying to promote the fan marketing, to create a fan economy, it is better to return to the source, to achieve the ultimate experience of improving their products (both functional experience and emotional experience), so that their own brand or product with real charm of the mans.