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What is the fan economy? In the most popular way, you can cultivate your fan base and earn money through fans. When it comes to the value of commercialization everywhere, it is a hooligan to earn money. However, the earliest fan economy in the impression came from the super girls we chased in those years. The super female fans have the names of appetite: corn, jelly, lunch, and the fans’ heads waved, and the fans rushed to tell these fans. The gathering and behavior of the group gave birth to the embryonic form of the fan economy.
For example, Li Yuchun, the super female champion, once again excited the fans. She sold new songs and ring tones on Sina Weibo. Fans rushed to tell the fans, and they also earned money while enjoying the music and played the fan economy. With the development of social economy, the fan economy has changed, and the fan group has become an important way for the stars to attract gold, forming a brand-new business form. Of course, stars have to make money, fans are willing to spend money, and wishful thinking. The super girl has been in the past for more than ten years, and the phenomenon of fan economy still exists. However, for now, not only the stars, but also the product manufacturers are beginning to understand.
Chen Ou, the CEO of Jumei Youpin, who speaks for himself, actually saves money for himself. Through the identity of a star-type entrepreneur, Chen Ou’s self-portrait advertisement, participating in online movies, participating in variety shows, earning sales, and low cost, High efficiency and a large number of loyal fans. Lei Jun, Ren Zhiqiang, Pan Shiyi, Ma Yun and other entrepreneurs all operate fan economy through self-marketing.
Xiaomi has the best game. If the fan economy is the best to play with Xiaomi mobile phone, it is estimated that there is no objection.
On September 28, 2012, Xiaomi Company announced to Weibo that the sales volume of Xiaomi mobile phone has reached 4 million units. In the third round of purchases on September 20th, the 300,000-meter mobile phone 1S sold out within 4 minutes and 12 seconds, which refreshed the previous record and made the industry stand out. The Xiaomi 2nd generation engineering machine was also on September 22nd. Limited edition, the official version was released in mid-to-late October. Compared with other mobile phone manufacturers, Xiaomi is developing at a speed close to satellite.
In less than three years, Xiaomi’s mobile phone has made a myth. First, in the summer of 2012, with a valuation of US$4 billion in financing, it set the most financing for Chinese companies throughout the year. Next, Xiaomi Technology announced that it will ship 7.19 million units in fiscal 2012. (including tax) reached 12.6 billion yuan. A company that has been in business for less than three years and has sold more than a year has become a club of 10 billion yuan. This achievement is unique among global startups.
There have been many people who interpret Xiaomi's success as the result of hunger marketing; some people call it the disguised futures model more directly, which is to delay the delivery of the user's prepayment, but the product is super cost-effective. Over time, the high profits of product sales have gradually been achieved. Xiaomi is only earning a real profit in the coming months with a low price relative to the present.
But in fact, low prices and high allocations make it difficult for Xiaomi to become a myth. More than 7 million mobile phone sales are more legendary, more than 5 million loyal millet fans rice noodles.
Xiaomi's sales are attributed to the victory of fan economics. Lei Jun once said that 90 millet users are using rice chat, which involves another problem, that is, the accumulated advantages in the early days of rice chat are exhausted, and how many users are willing to Is it paying?
In fact, rice noodles are still crazy. Lei Jun admits that Xiaomi's mobile phone has three successes, the entrepreneurial team, innovation and fan economy, and the fan economy is the most important factor. At the beginning of Xiaomi’s mobile phone, Lei Jun painted a blueprint for the direction of progress. Cultivate fans through the Internet; attract users through the top-level configuration of mobile phones and emphasize cost-effectiveness; mobile phone sales are only sold through the Internet; in the business model, not for the purpose of mobile phone profit, with the business model of the Internet, first build a brand of reputation, and then Mobile phones become channels.
According to statistics, as of April 2014, Sina Weibo has reached 2.68 million fans and Xiaomi mobile fans reached 8.78 million. Drawing on Apple's genius, Xiaomi has set up dozens of Xiaomi homes across the country, becoming a good offline extension of new media marketing. At Xiaomi Home, users can pick up their mobile phones, complete after-sales maintenance of mobile phones, and occasionally organize some activities for local rice noodles. Xiaomi borrowed from the model of the Che Youhui to turn the consumption of rice noodles into a party entertainment mode, which made the rice noodles very crowded. In the early days of the venture, Xiaomi's mobile phones were not recognized, and rice noodles were under pressure, but the pressure made them even more cling to defend the brand.
Digital control enthusiast Li Shuai, Xiaomi before the mobile phone operating system MIU has more than 30 million users, including millions of overseas users, Xiaomi first wins the reputation of the system, accumulated a large number of fans, this is a technological advantage. The cost advantage is even greater, and the tens of millions of items can be found at the lowest cost foundry, which is the production principle.
"Management Wisdom" from the media Zhang Xingwang believes that Xiaomi's people are all using Xiaomi, they are very fanatical about Xiaomi, Xiaomi's success, Lei Jun did not say all, they just said the tricks in practice, and the real truth behind it Xiaomi did not systematically summarize the summary. However, in summing up the success of Xiaomi, it comes down to the cost advantage, from the production and supply management of fan-based products, the trial and error of products in the fans, the approach of zero inventory, or a large part of the cost reduction.
No brand has no fans. The commercial ecology of the 1980s is relatively straightforward. Many merchants believe that only the price war can win the various needs of fans. Galanz is a good testimony. However, with the socialization of the Internet, it is difficult to rely on the tens of thousands of fan capacity to rely on this trick, and it is difficult to block their mouths in the post, Weibo, WeChat and so on.
The industry believes that those fans who build through low prices are not really fans. The brand cost of relying on cost-effectiveness has been questioned in the industry. Brands based on value recognition have certain exclusivity and preference.
Fans need to be constantly stimulated to be attracted and activated, new brands and new information appear, existing consumers of a traditional brand, existing fans may soon be attracted by competitors, the original fans actually It has become a dead powder.
In the era of information explosion, any brand needs to find ways to constantly touch and attract the brains of existing consumers, stimulate and activate their awareness of the brand, just like putting the squid into the cabin of sardines, constantly stimulating sardines. Swimming on the ground, increasing the intake of oxygen and maintaining a living body. Especially when a brand has no new events and new highlights in terms of hardware, it is more necessary to create events or topics in communication or marketing, to create new impetus and activate fans.
The brand does not matter whether it is high or low, and the preference does not necessarily have to be the choice after the absolute consumption of the right to speak. When evaluating whether the price-performance brand has a fan effect, it can be seen whether consumers are willing to share and recommend after purchase, have values ​​and have preferences. If you can use the brand to endorse and advertise yourself, you will naturally be recommended. This is the fan economy. Xing Yanping, Strategy Director of Guangdong Advertising Co., Ltd. told the Executive.
She still does not agree with the fan economy. The sense of worship in the Internet age has been greatly weakened. Everyone is pursuing equal rights to dialogue, and the brand is a friend. The place where the fan economy is the most bullish is not the brand to attract fans, but the platform for brand building. Fans and fans interact with each other. Heating, communication, and building a win-win situation, that is, the tribal economy in the Internet era, individuals prefer the tribal economy.
How can the corporate brand be flexible among fans, can maintain the fans and continue to expand the results? First, the brand must go down from the altar and treat itself as the same person as the consumer. Fans are not managed, they are attracted to each other and pay attention to each other. In this core concept, consumers can be invited to participate in product design, product testing, brand can be self-deprecating, fans can criticize, there can also be fans meet. Second, from one-way brand to fan mode to mesh interaction mode.
Brand is the spiritual and emotional destination of fans. In other words, there is no fan without brand. User experience thinking is the brand mental concern. The core of deep marketing is humanity. The two promote each other. Fan cloud promotes the rapid transmission of brand value. Injecting content into the fan cloud, the essence of the fan economy is the brand economy under the trend of the Internet. Jiang Shui, who has research on fan economy, admits that there is no fan without brand.
August 14, 2024