Kevin Kelly has a famous law of 1,000 hardcore fans: anyone who creates a work of art, as long as he has 1,000 hardcore fans, that is, no matter what you create, he is willing to pay for the fans, he is willing to pay for it. Of course, the 1000 mentioned here is a divisor. However, it hints at the importance of fans in today's new era of business.
The new fan economy era created by short video and live broadcasting has directly changed the pattern of commercial development, and the popularity of live streaming with goods in 2020 exceeds the expectations of many people. From the addition of celebrities to entrepreneurs, to the competition of Taobao, JD.com, Kuaishou and Douyin, live streaming with goods. According to Ai Media Consulting data, the scale of China's live e-commerce market reached 961 billion yuan in 2020, a substantial increase of 121.5% year-on-year. It is expected that the overall scale of live e-commerce will continue to maintain relatively high-speed growth in 2021, and the scale will be close to 1201.2 billion yuan.
Behind the rapid rise of the fan economy, some problems worth reflecting on have also attracted people's attention, data "water injection", brush single fraud, sales of counterfeit and shoddy products and other issues frequently appear, "fan economy" for the future business development will bring what impact, how can individuals or enterprises seize the fan economy outlet?
On March 23, "Borderless Business School", jointly produced by Shandong Satellite TV, School of Management of Fudan University and China Famous Brand Magazine, invited An Ying, Secretary of the Party Committee of Blue Ocean Hotel Group, Zhao Haichuan, Associate Professor of school of Management of Shandong University, and the head of the Shell Video Live Broadcast Department to talk about the fan economy in the era of "short video + live broadcast".
The problem of anchors carrying goods "overturning" is not uncommon, and with Guo Moumou being caught selling a certain weight loss food in the live broadcast room, it has attracted attention again. Zhao Haichuan, an associate professor at the School of Management of Shandong University, believes that the anchor's "overturning" with goods will reduce the trust of fans in the anchor and cause great harm to the development of the industry.
Although the stars bring their own traffic, Wei Ya and Li Jiaqi, the head anchors, have achieved remarkable results. However, the competition in the live broadcast circle is fierce, the waist and tail anchors occupy more than 90%, and the Matthew effect is obvious, making it difficult for these more than 90% of the anchors to survive, and brushing single fraud and traffic fraud have become common "unspoken rules".
Live streaming with goods to find a big v, sales will be high? The answer is not necessarily.
The head of the shell video live broadcast department said that "e-commerce anchors with low fans are not necessarily worse than those who have millions of fans, or those who have one or two million fans." Because it focuses on being an anchor of e-commerce with goods, from the beginning, it will pay special attention to user portraits and benchmarking crowds, including fan maintenance, private domain traffic management and private domain traffic operation." At the same time, she also bluntly said that there are indeed some irregular and small MCN institutions, in order to attract brand parties, there are problems such as buying traffic brushing orders.
Many people want to seize the dividends brought by the fan economy and seize the opportunity to get rich, so how to attract fans? In addition to being the party secretary of Blue Ocean Hotel Group, An Ying is also an Internet celebrity with nearly 10 million fans on the Internet, and in the program, she shared that her Douyin account can attract many fans mainly in two ways: first, it is very affinity, which contrasts with the overbearing president image inherent in the hearts of the public; second, the presentation of real and unpretentious work and life content is what many people yearn for.
In the era of fan economy, whoever can grasp the psychology of fans can have an absolute market; whoever has a large number of fans can occupy more market share. Ikudai indicates that one of the golden rules they follow in practice is to reinforce three traits and a slogan when shaping characters. Characters in real life, facing different scenes, encountering different stories, will have different emotions, but in the short video must mainly present three character characteristics.
Topic Extension:
The master of management Peter Drucker said: "Today," the competition between enterprises is no longer a competition between products, but a competition between business models." As a new business model, the development of the "fan economy" tells us that today's competition between enterprises is not only no longer the competition between products, or even the competition between channels, but the competition of resource integration, the competition of end consumers, but in the final analysis, it is still the competition of people and the competition of relationships between people.
Choreographer's Notes:
In this era of rapid change, everything is changing rapidly, and only by embracing this change can we keep up with the pace of social change and get more fans' attention. And finally attract fans with high-quality content and get the recognition of fans. In this way, fans can be further transformed into a "fan economy".
Lightning News reporter Chen Guankai reported