The user base is not representative of the fan economy

Absrtact: In the mobile internet state, the fan economy is booming, as long as there are enough fans, even if you sell a hammer also can sell. But the drawbacks of the concept hype are unclear. The number of users is not representative of the fan economy, such as beans

Mobile Internet, the fan economy is booming, as long as there are enough fans, even if you sell a hammer also can sell. But the drawbacks of the concept hype are unclear. User group is not representative of the fan economy, such as watercress, know that there is a bar, a lot of users a large number of suites, groups and fans have no connection, but the common topic gathered. Distinguishing common community economy and the biggest characteristic of vermicelli economy is:

The common community interaction is mainly function, the sentiment is supplemented, the fan economy Exchange or the consumption driving force is mainly the emotion.

In China, there is no original IP, the traditional culture industry is not as fast as foreign development in the perspective of the use of China's Internet industry through the Internet to operate the hot Asian subculture brand, it in the appropriate time to the mass media, to take a Chinese-style IP manufacturing road? This is a lot of exploration, roughly speaking, the fan economy is divided into three links.

The establishment of the Product Foundation

The so-called fans, must be targeted at a fixed IP user groups, the characteristics of this IP to meet the needs of the fan economy, so as IP must have its ability to call it the basis of IP, is the product quality to be perfect. Specifically, the product itself in the IP production is through the product image to attract users to establish the relationship between the product and the user, the user experienced the interaction with the product back to the product itself, leaving the final impression is the final image of the product molding, the complete system operation completed. This production requires attention:

Products must have a certain personality and characteristics, no characteristics of the product is difficult to impress users, and can not let fans to promote the passers-by, the question will be discussed in the following;

The product does not have the quality of the obvious short board may have some black spots exist, but with the quality of the product itself (that is, the user's direct relationship with the product) is irrelevant.

Each product has a different approach to building relationships. The main way to establish relationships is to play a game language, including human-computer interaction and interaction; The main way for idol groups to build relationships is to play in small theaters; The main method of creating user relationships in movies is through the lens language and script design, and so on.

You can see that the fans to the product has a traditional brand products part of the characteristics, but the difference is that the personalized product to replace the traditional brand products according to the Standards of excellence, which is the promotion of the national situation of resource allocation and production design capacity of the national conditions decided.

Then the promotion process must also have some similarities, the initial product promotion because of the personalized reasons, not suitable for the mass group to do the promotion, but the core user that core fans of the positioning effect must be better, to seize the core user's heart. Then we can see that the quality of the product of the fan economy is the first: within 10 minutes to penetrate the heart of the target users, as long as the user can seize the absolute field of attack, breakdown of the user's inner protection, then the establishment of the fan economic conditions in part.

Product self-promotion link

The so-called self-marketing and SNS viral marketing is part of the same place, that is: if the base user group larger, the effect of the promotion of the better, so since the promotion of the link is based on the quality of products and products constantly updated to pull new users based on. Generally speaking, product users include core users, potential users and the following users, the core users and potential users have been acquired, the product will have the strength to the mass dissemination, through a level of refinement of the promotion, to ensure the promotion of each level of quality and user retention.

This requires the product itself to be inclusive of potential users, for example, tfboys as a small meat group, pulling the first group of core users is too control aunt. This wave of people's position is accurate, the number is also more, and they continue to provide the next step is team members in adversity to adhere to the study of good student image, and further impress their peers to pull many of their peers into the group, this time the fans of the power to play a good role, now Tfboys has been dominating a variety of online music rankings, Their hand-playing group even had a sigh at the studio.

Fans of the promotion of the link is the peak of the product promotion cycle in line with the product itself to call the attack, and passers-by to form an interaction to complete the process of drawing attention to passers-by. and traditional wave flow, brush list flow and other ways, the traditional way more close to the naked money-laundering link, the transaction color is strong, all participants are passers-by mentality; fans spread behavior and money promotion is completely different, can give way to feel part of sincerity to cause thinking, people's thinking collision enough time, can produce the promotion effect to the product.

From the demands of the fans to the passers-by, the product must have its own unique personality will have to set up, because if it is in the well-known products on the basis of excellence, the promotion of passers-by will certainly take the original products and existing products to compare, because the concept of preconceptions see are the same point, or even black spots, Then all the work done by the improvement of this product has been wasted.

From here we can see: products to be pulled to a certain number of users to complete their own promotional links, forming a topic, of which Tfboys brewing a year, Guo in the Xiaoxiao brewing in 2, 3 years, which continues to launch a new topic, pulling potential users is the basis for the fan to promote the outbreak.

Internal ecology and transformation of products

Fans typically follow the pattern shown below:

In the case of microblogging operations, for example, most of the microblogging content is close, and the operation of the micro-Bo number is always intentionally or unintentionally more emphasis on the value of the fan users as a long-term development goals, by understanding the current needs of fans and care about what, even the fan response. The ability to create the topic and the ability to guide the topic become the dividing line of operational capacity, regardless of the length of the establishment or the current size of the fan population will not affect the growth rate of the level, only with the discussion of the density of strongly positive correlation.

Fan economic products within the user state, a bit similar to large multiplayer online games: Divided into a number of fan groups, each have common ground and there is competition. Generally speaking, competition awareness is the biggest pay point to induce fans to pay, but because the traditional brand market in China is occupied by foreign countries, the fan economy still has to undertake the obligation of traditional brand market, so most of the fans in the economic products are the form of organization cooperation more, the form of competition is less.

Occasionally, such as Akb48 cooperation and competition to do in place in the team, in China to reconnect with the beginning of the atmosphere, the opening of the competition has actually become a product propaganda point, currently in China rely on core fans to feed products will not be too good, Therefore, whether the product internal ecology is to guide to PvE or PvP to (game terminology, PvE: Growth, PvP: competition), or to guide the product to the traditional public channels such as hospital line, network operators and other services.

Then through a few twists and turns: positioning the core, product update iterative drive potential, manufacturing topic fans to promote, and eventually to embark on the public stage, is not compared to the traditional direct smashing resources on the public stage more expensive? In fact, for the public stage, the definition is not the same, for the promotion of traditional resources, the public arena is a promotional link, to promote to passers-by to see the quality of the product itself, but for the fans of economic products, because with the interactive products and fans have been constantly iterative changes, then the public arena in addition to the further promotion of the link, or the transformation of the product.

Through the meticulous operation and promotion of the fan economic products compared to traditional mass products, has the following advantages:

High tenacity of vermicelli, late payment, stronger social effect

Product life cycle is long, because the products described above personalized strong, so it is not easy to replicate, than the traditional products come quickly and finally often for others to do wedding clothes, this product is also a solid starting point for the producer.

Therefore, many of the traditional internet industry giants after experiencing ups and downs to realize that there is really a piece of heaven and earth, the fan economy is also beginning to be widely watched.

Finally, we can see that the characteristics of the fan economic products are required for product quality, the early to attract eyeballs and breakdown of the user's psychological ability, that is, both personalized and the product does not exist short board, but also conducive to the expansion of the capacity of the fans, too small people can not play the subject matter is

Compared to the early days without a short board has a personalized user experience, the middle and late only need to follow up to maintain the experience can achieve relatively good results. As for product promotion, we should take three steps:

According to the core user's psychological breakdown, the core user first pays the first fund, examines the product localization; For product quality development at the same time the potential user excavation, based on the cost of the first step and the operation of subsequent capital, the second step is more like a cast in a small range of nets process, For several potential users to do further promotion, to enrich the number of fans, to isolate the inner circle of the fan group. To provide fans with the opportunity to promote the community and platform, the so-called opportunity, is the company hype first, fans of the speculation in the post, the formation of a social topic force to promote the attention of passers-by, the final completion of the process of road powder.

These steps require the test of the product itself, no black history. It also requires that the functions needed to promote the fans to the community should be further evaluated by the platform. The promotion of this step is the level of recursion, good rhythm design will make the efficiency of doubling. Each of these three steps is the basis of a later step, and data analysis is needed to determine the strategy.

In the retention of old users on the basis of continuous use of traditional means + fan group publicity for the iteration, ultimately, the effect of the fan economy is like the Avengers union, where the number of fans is large but mostly silent, and when there are any key events, most fans and social users will be summoned.

There is no way to construct the fan economy from scratch, so it remains to be explored, tried and succeeded.