He Taiji: What are the characteristics of fan consumption in the fan economy?

In the Internet age, there is a kind of person who is the master of the virtual world. They have the support of thousands of fans and have the right to speak. They are the kind of people you can't offend.

They are talented, handsome, knowledgeable and influential, and they can attract the attention of thousands of netizens with their gestures. This group is called "fans". Fans are the main body of the fan economy, which also means KOL, key opinion leader and "key opinion leader". Because of the identity and characteristics of KOL, the consumption behavior of its fans often has corresponding characteristics.

Understanding these characteristics can play a multiplier role in your operation and promotion, and you can follow the trend with less energy. If we have to go against the trend and challenge these opinion leaders, the consequences may be very serious.

Corresponding to the fan owners are thousands of fans. Without their support, fans are certainly nothing. So the key is, what are the characteristics of these fans?

1. Fans voluntarily buy goods and services.

Concert, film and television drama, training, Luo Yonghao's hammer mobile phone, Sun Li's "The Legend of Mi Yue" and Chen Ou's Jumeiyou products will also promote the deepening of psychological contact by establishing information links with fans. Whether it is familiarity or closeness, most fans have already recognized the owner of the fans in their hearts, and it is logical to have subsequent consumption behavior.

Weibo model Da V has opened their own Taobao shops, such as Sydney and Zhang Dayi. While showing their graceful figure, they also quickly sold their derivative clothes and turned themselves into businessmen.

2. Voluntary purchase of goods and services that fans like or recognize.

Fan Bingbing speaks for angels, Zhao Wei speaks for the Western King, and Huang Xiaoming speaks for Tissot. Stars extend their image to commodities and establish a high-quality and reliable brand image for them. This is the advertising effect of stars, celebrities and authorities. Psychologically speaking, this is based on people's decision-making laziness and consumption behavior caused by halo effect.

At the same time, everyone also believes that since they are celebrities, they generally don't use their reputation to endorse some fake and shoddy goods. Celebrity's reputation is actually a kind of credit endorsement.

3. Voluntary purchase of goods and services related to fans.

When fans know the fans' preferences in food, clothing, housing and transportation, they will think that the fans' tastes and judgments are definitely not wrong, so they will take it as a consumption reference. Taobao often has some eye-catching product titles, such as "Ice Princess's clothes", which are clearly advertised or give people a feeling that the product quality and style are different.

4. Emotional tendency

If someone opposes the values of fans, they will be besieged and refuted by fans. Psychologically speaking, this is a phenomenon of assimilating fans with themselves, showing emotional characteristics.

For example, you can't call Chris Lee Chunge, but "Chunchun", otherwise fans will be dissatisfied; Fan Bingbing should be honored as "Ye Fan", otherwise fans will come to tear him up; It would be even more terrible if anyone offended Master Huang. The criticism of fans will definitely make you understand in an instant, and never use fans to offend people.

Therefore, to sum up, after understanding the behavioral characteristics of fans, we should make use of the situation to avoid obvious mistakes in publicity and marketing. For example, in the entertainment circle, some actors don't know how to respect fans, and even have an argument with fans, which leads to a storm and a daze to leave.

This knife cuts bread and fingers. In the real world and the virtual world, there is an eternal law: those who win people's hearts win the world!