Needless to eye stabbed the fan economy

REVIEW: Recently, there are too many people to talk to Black Bean about economic issues related to the "pin-point" fans. So black beans can not help it, and feel that they have to talk about how to play the fan economy? In fact, the play is very simple, first of all, you have fans, and then, fans of economic things to others to help you think about it.

Recently, black beans do not know how, this month actually heard several times, "needle-pierced" this sentence. Put it in black beans heart want to say a few words.

In some people's speech, black beans heard someone like this to describe the Apple, and in the iphone1,2 era, Apple is really just a small handful of people's favorite, but to 3 generations , suddenly iphone change Become a popular luxury. And black beans also saw the potato president Yang Weidong, potatoes are now the main four categories, like animation, Korean wave, etc., all are only the current niche, but Yang Weidong said potato is to do these subcultures, and finally to produce tonal , And they also hope to one day be able to pierce the eye with an eye like an apple. There are still, recently wrote a small black beans company Razer, CEO Chen Minliang actually even more than Steve Jobs, probably most people have not heard the name of Razer, but its degree of madness is absolutely no less Apple , But also scary than Apple, and even thousands of people have Razer logo tattooed on the body. We all think there are a lot of people like Hermes, but you've seen a few people Hermes tattoo? There is millet, millet was also initially thought that may only be popular in niche circles, but now millet I do not need to say the situation !

Why do they do these things spontaneously? Black beans carefully thought a moment, probably because the era of mobile Internet will gradually smooth out all asymmetry. A product is easy to get users, users are also easier to lose, unpleasant to say hello to go away. Probably only love can tolerate all imperfections, so this era to do a good fan economy is the most effective way.

There is another issue involved in this. The Internet itself is an age where everything is cracked, it is a time when Mei-Mei is prosperous. In this era, a product worthy of public fans can be produced. Black beans remember a talk about entertainment, it seems that Li Xueling said that the Internet era no superstar for more than a decade, probably after Jay did not have it. People in this era are too forgetful, so the operation can only begin with those niche preferences. You know, rich and handsome or white Fu Mei, can make these people brain damage love more difficult to be a popular pop products, so to do a good fan economy is not so easy. Based on the fact that the fan economy itself has developed from sub-cultures, it is also necessary to return to the essence of sub-culture and the first scene in order to make a fan economy.

This draws a conclusion, fan economy to play from the sub-culture.

This complicated logic of black beans dizzy around you! Sure this logic is not perfect, so welcome you Paizhuan, today is the talk of black beans.

But when it comes to the first scene of subculture, I have to mention it. It is precisely the black beans that China's subcultures grew out of it. Remember the Annual Meeting of Black Bean Magazine in 2013, when Black Bean specifically asked everyone to know Lu Han and Song Qian, and Black Bean was very satisfied with the confused eyes of his colleagues. Because before the black beans have been stimulated by their burst bar incident, millions of burst it, ah, this one person a month to give me a dime, not long after the black beans will be able to buy Dabie Ye.

So today, black beans back to paste it to say how to play how to play eye-piercing sub-culture, how to play fan economy. Yes, even KK said that the subversive innovations come from the fringe.

Why do you want to go back and paste it to study subculture? Because subculture is indeed reflected in the product ideas posted in the most vividly. Xiao Yi, a senior product manager at Baidu Post Bar, said at a recent event: "From the point of view of product people, we think more about how to create a sub-cultural environment and soil."

Here, it is necessary to talk about what is subculture. The term may be difficult to define, but most people in black beans have come up with several subcultures:

First, different from the mainstream culture: Compared with the mainstream culture, subculture is relatively smaller, so it can be called "Asia."

The second is the potential to create a tide: if only a few dozen or even a few hundred people are involved and can not influence a wider area then it can not be called "culture." Although the subcultures we can see today can not be compared with the mainstream culture, they are at least a few percent or even a few dozen percent of users' coverage and market power.

The third is the experience and baptism of time: Korean flow, Korean drama can be said that a subculture. However, if only for some time ago, chasing all the professors, in December last year, everyone is still fascinated by the national god Zhang Liang, in January has become long-legged Oupa Lee Min Ho, in February are from outside the planet are all professors, this The temporary trend, far from reaching the level of cultural formation.

Yang Weidong once said to black bean fan economy. "To be a fan economy, the first step is to have fans first, then talk about the economy." From this perspective, it should be the most popular place for fans. Baidu is still relished as a product, paste it has 1 billion registered users, more than 8.19 million interest in it, the content of the subject involves all aspects of social life, including 80,000 stars related to it, 80,000 animation related to it, 6.5 Thousands of literature related to it, 50,000 games related to it and 30000 movies related to it. Which also produced a variety of sub-cultural content such as Reeling, fans, Korean Wave, anime, online novels, colleagues and others. These at first satisfy the "fan" condition.

Then black beans talk about how sub-culture is produced?

Xiao Yi summarizes several key words for subculture generation - bottom-up, equality, separation but openness and directness.

Subcultural production is first and foremost bottom-up, top-down generation can only be the mainstream culture. Just as canvas shoes became popular among young student groups in the beginning, they finally started to swept the fashion among the public. Second, subculture is based on the same atmosphere. While many sub-cultures are developing, the mainstream culture still longs to stick to its own position and carry forward its own cultural system. Therefore, when the founders or promoters of minority groups can not obtain sound vocal chances and equal rights from the very beginning, they are destined to escape the destiny submerged in the tide of mainstream culture.

That Internet is naturally subculture-producing because it is equal. However, paste it or specifically emphasized the equality of ID, because compared to other Internet products, there is no natural authority to paste it. What is natural authority? It is natural authority for users to be authoritative within one group, to their influence outside the group, and to the reputation established outside of the group. In short, if some users are already very NB characters as soon as they enter the platform, such as the big V on some platforms, then they lose the foundation of subculture. Such an environment is not equal, other individuals will naturally accept the concept of natural authority instilled a lot of people do not like to play with.

When the environment for equal discourse is created, it is easy to stimulate group interaction. Bar-style square product features available to the user is a group, an ordinary user can have the conditions to continually affect the initial ten people, a hundred people, and then thousands, tens of thousands of people, and gradually expand the influence, Until the formation of a cultural trend, bred into a particular subculture. This is the unique group posted it bar interactive attributes of the decision.

Another point, you may not learn, but you can learn. Is to paste it is the theme to organize up, most of the platform from its home page you can know the user attributes, such as End of the World, 55bbs, most of the people who play it paste very little attention to paste it home, but went straight to their favorite, Interests. Home is actually a mainstream values, if you play sub-culture, play fan economy, all the mainstream influence should be avoided as much as possible. In contrast, Baidu Post Bar just created a "because of it and separated by groups and open" subculture environment. Because if only open, it is very difficult for the voice of minority groups to form a trend in the environment full of mainstream culture and then become a kind of culture. Only with the separation, it is difficult for minority groups to reach more audiences, at most only It's a personal hobby. Paste it "apart and open" environment, which is precisely to make it the most important factor in the birthplace of subculture.

Finally, how to say "direct heart." Subsequent to the availability of platform attributes, subcultures need to be content with direct inner strength. From the post-subculture subculture process point of view, this is due to paste the user attributes. At present, the core user is posted after 90, 95. They are young, chasing personalities, longing to lead and create trends, have interests and extreme devotion, and seek new ways of change, eager to make something totally different from the mainstream culture. They want to be independent and unconventional, because they can gather more attention. As a result, the user characteristics of the bar make it possible for them to create a great deal of direct-eyedness. As a result, we can find appealing content, culture and appeal at the bar.

The following black beans will begin to discuss the things that make money. When a group develops and has its own audience circle, it is no longer a single platform and product that can be carried. What is needed is a complete industrial chain to help this group realize more value.

Such as Baidu Post Bar, its commercial value still needs a complete industrial chain to discover and enlarge. Post is an open platform. These sub-culture carriers should be used by more and more vertical and specialized groups to exploit the unique sub-product characteristics and user attributes of the Post-Bar platform to explore and strengthen subcultural values. This is also posted it already doing things, so paste it launched a platform mechanism. Many subcultures belonging to the group can be posted in the bar to establish its own official bar, paste it will also give resources support.

In fact, similar to Baidu Post Bar doing a lot of people are doing. At least black beans know the potatoes are doing, the apple is made. If you really have a fan, just like the countless other industries we have seen, economic matters, there are really too many people who will go for you worry. While operating their own fans, I am afraid there is really no better place than post it. Only you need to wait for the gradual establishment of the ecology of the industrial chain, and then do a little fan platform during this thing.