On March 30, Xiaomi announced that it would smash 10 billion cars, but on March 31, Xiaomi's stock price rose by only 0.59%, xiaomi's 6-year operating profit was less than 60 billion, and the capital market was worried that Xiaomi could not afford to lose. However, the "rice noodles" at the other end have already fried the pan, and they have said that as long as Lei Jun can make it, the "rice noodles" will definitely be bought. Some people say that fans are irrational and they are willing to pay for love. But only if you want them to be your fans.
In the era of "short video + live broadcast", thousands of anchors and short video producers have quickly accumulated "fans" through short-term operation and brought economic benefits. In 2020, the number of short video users in China has exceeded the 800 million mark, and the daily active users of Douyin have also exceeded 600 million, and the finger swipes on the screen can instantly enter another scene from one screen, which has also become a new habit for many Chinese to leisure every day. How to let users stay on the screen for a longer time has become a topic of common concern for many enterprises.
On March 30th, "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 head of The Shell Video Live BroadcastIng Department to talk about "how traditional enterprises can play the fan economy".
In 2020, the popularity of live streaming is beyond many people's expectations. According to data from the Ministry of Commerce, in 2020, the cumulative number of live broadcasts of China's key monitoring e-commerce platforms exceeded 24 million. From the addition of celebrities to entrepreneurs, to the competition of Taobao, JD.com, Kuaishou and Douyin, more and more companies want to seize the outlet of the fan economy and achieve transformation breakthroughs. When the wind comes, how should the enterprise take off, and will it be able to go far when it flies?
There is a common sense in marketing: the cost of developing a new customer is 3 to 10 times that of retaining an old customer, and whether or not to retain customers is an important condition for the success of a brand. The customer is not equal to the fan, only by converting the customer into a "fan" can the brand obtain the guarantee of sustainable income in the future, and gradually transform this "fan" power into a "fan economy" to promote corporate brand communication.
The importance of brand fans is self-evident, how many fans your brand has, proves how many people like your brand, and also represents whether your brand is more vital. So, how do you turn consumers into fans of your brand? How can companies create image spokespersons on new media and accumulate user fans?
An Ying, a big Internet celebrity with nearly ten million Douyin fans, is also the party secretary of Blue Ocean Hotel Group, many people know Blue Ocean because they pay attention to her, which is also the purpose of her initial start to do Douyin, "Then I think for me, if all the fans are converted into our customers, what kind of economic benefits it is." Our most important thing is that we hope that through my live broadcast platform and through the vibrato I do, more people can know the blue ocean and generate the impulse to consume and experience. ”
Entrepreneurs join the fan economy, perhaps back to Jobs. The earliest, fanatical "fruit powder", "powder" is Jobs's craftsmanship, not simply apple products. In the interview, everyone agreed that building is one of the important ways for brands to attract fans, and it can obtain higher premium output and more discourse power with lower awareness costs and better credit indexes. The head of the shell video live broadcast department, Rice Rice, said that a successful IP can not only directly form economic realization, but also bring good brand promotion effects.
If enterprises want to play the fan economy, fan operation work is also very important, shell video live broadcast department head Rice rice believes that the first step in fan operation is to learn to give first, "must give first, your success can not be separated from the support of your fans." "And when enterprises do fan operation and management work, it is best to manage fans at different levels, and provide services for them according to the needs of fans at different levels." In this way, brand users can slowly become "fans", then "loyal fans", and finally become "true love fans", and continue to bring economic transformation to the brand.
Choreographer's Notes:
Creating a personal IP empowerment of corporate brands is already the general trend of the new media era, entrepreneurs and corporate employees are also part of the corporate brand, the success of the branding of people in the enterprise, not only can enhance the visibility of the enterprise, but also reduce the marketing costs and enhance competitiveness. Creating a personal brand IP that integrates content, traffic and personality, finding their own unique positioning, and finding the two-way empowerment and strengthening that suits themselves and the corporate brand have become a compulsory course for today's entrepreneurs.
Lightning News reporter Chen Guankai reported