as of June 2019, the number of Internet users in China has reached 854 million, an increase of 25.98 million over the end of 2018; the Internet penetration rate has reached 61.2%, 1.6 percentage points higher than that at the end of 2018. The large scale of Internet users makes the meaning of “fans” a new extension.
has been extended to all walks of life. The attention of WeChat official account, micro-blog’s attention to people and even users watching short videos online have been called “fans”. It has become a new social relationship and a required course for brands.
can also see that with the development of the Internet and the popularization of new media, the speed of information dissemination is accelerated and the space-time distance is shortened. Whether it is Li Jiaqi and Weiya who sell goods live, or Wu Xiaobo channel, an intellectual e-commerce channel or has obtained app, or major famous brands, the operation core behind them is based on fans. Therefore, a series of “fan economy” have been triggered.
in short, products are ordered by consumers before they are officially produced. This mode is most commonly used in “fans” groups. For example, the production quantity of a product is often based on the popularity of “fans”. The higher the popularity of fans, the higher the output.
in the Internet era, “fan economy” is very important to brand communication, which can bring great value to the brand.
brand puts consumers in the center position, at the same time, it can improve consumers’ awareness of the brand, let more people know the brand, understand the brand, so as to enhance the value of the brand, enhance the loyalty of consumers to the brand, and turn consumers into “fans” of the brand.
loyal buyers as the “fans” of the brand will become the guarantee for the brand to obtain sustainable income in the future, and gradually transform this “fan” power into “fan economy” to promote the enterprise brand communication. Why does
brand have its own “fans”?
mobile Internet, people’s information consumption has become more convenient and active.
in the era of fan economy, whoever can grasp the psychology of fans will have absolute market share; those who have more fans will have more market share; those who have more fans will have more brand development. In addition, there is a common sense in marketing: the cost of developing a new customer is 3-10 times of retaining an old customer. Whether or not to retain customers is an important condition for the success of a brand.
in developing “fan brand” is that it can effectively enhance the customer’s centripetal force on the brand and retain the old customers. At the same time, due to the strong centripetal force of fans to the brand, it can promote the “fans” to spontaneously recommend and share to the “passers-by” or the consumers around them, so as to naturally form word-of-mouth publicity and form the role of low-cost and high marketing. In addition, turning consumers into “fans” can make consumers remember, like and often buy products of this brand.
a consumer with high loyalty has become a real fan of the brand in addition to the high repurchase rate. The meaning of this fan is very different from that of fans on social platforms.
on the social platform, if someone “pays attention” to the brand, the brand assumes that he is a fan. But what the brand has done to the fans and how the fans will treat the brand have no idea about each other.
, in most cases, the brand is indifferent to fans, and even has no interest in who the fans are, let alone cultivate them to become opinion leaders and word-of-mouth communicators. A loyal consumer may cheat you into thinking he’s a fan, but it’s not. For example, he may buy your product because it is cheap, or it may be because it is close to home, or promotion. So the loyal consumers you see are not credible.
a real fan will put the brand name, products, services, user experience on the mouth, will tell others how good the brand is, and recommend it to others. A real fan will devote himself to the “ecology” of the brand and be proud to be a fan of the brand. There are not many brands that can do this, such as apple, Google, Amazon, Huawei, Starbucks, Adidas and Nike. In particular, Xiaomi, through the “sense of participation” in the early stage, is a typical brand to upgrade consumers to fans.
turn consumers into brand fans?
brand fans is self-evident. The number of fans of your brand proves how many people like your brand, and it also represents whether your brand has more vitality. So, how to turn consumers into fans of brands? Creating
user viscosity with consumers is an important indicator of user loyalty. In the “fan economy” mode, fans’ participation is an important indicator to increase fans’ stickiness.
to enhance the participation of fans, the first thing to make fans excited, that is, the brand should have a good product, which can directly attack consumer psychology, let consumers like and continue to like this product, and finally sell the product to consumers.
, like the well-known Xiaomi mobile phone, in the early stage of its establishment, it attached great importance to user participation. They aimed at the group of “mobile phone enthusiasts”, took the initiative to communicate with them, and held a lot of fans’ support meetings regularly. This not only promoted Xiaomi, but also cultivated many loyal fans for Xiaomi.
brand should make users feel their mission as much as possible, invite users to participate in the construction of their own brand, create and transfer value together, and do more things beneficial to customers and the public, so as to transcend the boring interest relationship of “buy and sell”, and develop a more meaningful new user relationship.
2. Let consumers lead social networking. To develop a brand as a “fan” consumer group, we should guide consumers to participate in brand operation, let consumers dominate social topics, and find social intersection points according to product attributes and user habits. The brand of
can further strengthen the social attribute of the platform and operate the fans’ community meeting, so as to stimulate more fans’ enthusiasm for participation.
Xiaomi mobile phone, Huawei mobile phone and apple mobile phone establish brand community through the products themselves, gather the recognition of product functions through the Internet, and the user groups who have feelings for the brand or leader have formed “rice flour”, “pollen”, “fruit powder” and other fan groups. In the information explosion era of
, the media environment is very rich, and it is more and more difficult for advertising to reach consumers effectively. However, the effect of traditional advertising marketing is declining, and word-of-mouth has become the main factor affecting consumers’ decision-making. Therefore, the brand must try its best to accumulate the number of users, constantly improve the user’s attention and experience, form a good word-of-mouth, and let users automatically help the brand to carry out fission communication. How does
create word of mouth? Through the interaction between the brand and the user, the business goal of the brand covers the needs of the user. Only through the good user experience can the user value be generated.
a brand can have loyal fans, the big reason is that it can bring consumers an excellent consumption experience. It costs hundreds of thousands of dollars to obtain the authorization of famous paintings from the museum every year. In addition, a large number of peripheral products will be used as gifts to launch related activities in the season, just to give consumers a better experience. Tea Yan Yuese not only puts forward the “permanent claim for a cup of fresh tea”, that is, as long as consumers feel that the taste is wrong, they can ask the store to redo it.
sense of belonging consumption brings about the satisfaction of consumption desire. It has a strong absorptivity, which can make users pay far more than the value of the commodity itself. However, it is not easy to create a sense of belonging for users. A good brand can make users feel a strong sense of belonging, such as apple and Lv. However, the cost of publicity and packaging of these brands is staggering and often can not be copied.
a good IP, also easy to bring a sense of belonging to the user.
IP is like a star on the stage. It may be a game, a character, a song, a work, or even a noun.
through their success in a certain field, they shine an incomparable light and attract the attention of many fans. Through certain operation methods and precipitation, they can finally obtain the sense of belonging in the minds of users. Then, when this IP introduces other “cross-border” products, users will be desperate to buy. For example, when Xiaomi’s mobile phone is on fire, his millet box and Xiaomi power supply are on fire, which greatly drives the consumption of fans. This kind of consumption of fans’ economic effect is irrational consumption of sense of belonging, and the value of products will be multiplied.
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