The fan industry of fan economy

"Fans" Xiao Yiyi is a fanatical idol worshiper. In fact, the fanatical devotion of "fans" to their idols is often accompanied by a series of equally fanatical consumption behaviors. This behavior will even extend to various economic fields, forming a huge emerging industry - the "fan industry". With the stimulation and promotion of many talent shows, the fan industry has grown stronger and stronger, and has become the most important part of the entertainment industry.

The fan industry can roughly include the following aspects:

"Fans" consume products related to celebrities

This includes several aspects:

First, "fans" buy music tapes and videos of celebrities singing and performing. , TV series VCD, etc. This is the most basic "fan" consumption behavior.

Secondly, "fans" will also buy products that celebrities like or endorse, such as mobile phones, computers, etc. of a certain brand. Beverages, cosmetics, etc. The advertising effect of celebrities also comes from the support of "fans"

The third is to buy things related to celebrities, such as books published by celebrities. Celebrities like to eat and wear. Products, clothing, etc. with celebrity images on them are not necessarily the products endorsed by the celebrities. However, "fans" love the house and consume the products related to the celebrities together.

A series of consumption behaviors carried out to support celebrities

This includes the consumption of food, clothing, housing and transportation required by "fans" to support celebrities. Since "fans" often travel to various places in order to follow celebrities, this pair Transportation, as well as the restaurant and hotel industries in various places, will be a huge boost. For example, in the 2005 Hunan Satellite TV "Super Girl" audition, die-hard "fans" from all over the country came to Changsha to watch "Super Girl". ", they spent a lot of money: an air ticket cost no less than 500 yuan. Train tickets also ranged from tens to two to three hundred yuan. After arriving in Changsha, in order to intercept "Super Girl" at close range, they moved into Hunan In the villa area of ??the hotel next to the Broadcasting and Television Center, some super "fans" even rented the villa opposite the "Super Girl" contestant for the purpose of taking a look at their idols. The rents for these villa areas are naturally not small. Although there are also ways to deal with it - five or six people share a villa suite, so the cost per person per night is less, but the income of the hotel should not be underestimated. In addition, the "fans" go to the streets to canvass for votes. Wearing T-shirts and shoes with slogans and portraits, and making countless large posters. Although the cost of these posters, flowers and other items were purchased by fans together, these one-time consumer goods are really a big expense. . In addition, mobile voting, telephone voting, online voting, and even wireless seven-network voting are also a large amount of consumer expenditure, which is of course a large amount of income for telecommunications and network operators.

Intangible assets generated by the support of "fans"

This is mainly the brand effect formed by the popularity of some talent shows, such as "Super Girl". It is said that the brand assets have reached several 100 million, and other programs, such as "My Style, My Show", "Come on! Good Man", etc., have become well-known entertainment brands. Someone in Guangdong Province once started "Super Girl". Five commercial domain names including "Super Girl" have all been registered. The price is 500 yuan a year, but now the sale price is quoted at 5 million yuan. Ding Yi said. The attention of fans determines the ratings of TV programs; and the ratings of TV programs. It also determines the amount of advertising sponsored by the company.

"Fan" group economy

Most of the listening and reading behaviors of "fans" are not done in private and isolated, but are often collective, which is reflected in the establishment of song friends Wait, this can all be collectively referred to as the "fan community".

Professional “fans” companies and professional “fans”

Professional “fans” companies want to recruit a group of professional “fans”. Delivers artillery shells for various recreational activities. By recruiting "fans", organizing activities, posting online, holding banners and shouting, etc., they serve to build momentum for celebrity activities. Then sharing the benefits after the performance, the company obtains income through uniforms, membership fees, light sticks, tickets from out-of-town "fans", sponsorship, etc. . As the name suggests, "professional fans" are people who make "fans" as their profession and rely on being fans to make money. People who engage in "professional fans" are mainly college students. They have more time. They are interested in celebrities and can make money at the same time. Such a part-time job Very popular in college.

In addition, many people choose "professional fandom" as a part-time job. They believe that it is the best thing to express their emotions and make money in their free time. The income of professional fans is also very considerable. Nowadays, general fan clubs and movie fan clubs need to pay a certain annual fee, ranging from 10 yuan to 100 yuan. If other activities are organized, additional activity fees will be charged.

According to estimates, a "fan group" of about 300 people incurs at least about 50,000 to 60,000 yuan in expenses a year. Most of the income and expenses of these expenses have no legal certificates. They can only rely on the self-discipline of the handlers. , the gray income in the procurement process alone is very considerable. Moreover, the current cost price of a uniform is basically around 40 yuan, and the member price is generally 50 yuan or 60 yuan. The price for non-members is higher. If 100 pieces are sold, it will be 2,000 yuan. In addition, the profits from fluorescent sticks, banners, light signs, and display boards are also very considerable. The "professional fans" industry has gradually been divided into levels. "Professional fans" with different levels naturally have different incomes. According to reports, high-level "professional fans" can generally get about 2,000 yuan per month, while "temporary workers" who hold up posters and scream are paid on a per-site basis, and each session only costs dozens of yuan. Medium-level "professional fans" are more expensive. The salary online is generally priced at 250 yuan per day. As for high-level "professional fans", it's hard to say - players are paid different amounts, and some high-level "professional fans" will take commissions from the membership fees paid by "fans".

"Professional fans" have three major characteristics: First, they can provide part-time job opportunities. Nowadays, the employment pressure in our country is very high, despite the various measures taken by the government. But it is still difficult to find a job, and part-time jobs are even harder to find. The rise of the “professional fan” industry has provided employment opportunities for college students who want to find part-time jobs and unemployed young people, which has also promoted the development of the “fan economy” to a certain extent. Second, the operating model is very similar to "pyramid marketing". The junior "professional fans" are only responsible for holding posters and shouting names, which is basically physical work; the intermediate ones will post on popular websites and create personal web pages and blogs for celebrities; the most advanced ones work with celebrities and agencies. Keep in close contact, participate in various activities together, and collect membership fees from those "fans" who join the "fan group". Such a "fan group" structure is somewhat similar to a pyramid scheme: each "fan", while becoming a consumer, will spare no effort to promote his or her own products (idols) to others. The higher you are in the pyramid, the more likely you are to make a profit. Third, "professional fans" also have entities. Many businesses have seen business opportunities in the "fan industry". "Fans" organizations such as "fans" websites and "fans" companies have also appeared in society.

Voting companies< /p>

In order to build popularity and increase the support rate through text messages, artists are still a lot slower to rely on "fans". Now there are machines specially used for voting, which can hold hundreds of mobile phone cards at a time. Within two hours, a machine can generate thousands of SMS votes for a contestant. According to a voting company, it once received an order of 200,000 yuan to canvass votes for a certain beauty in Chongqing. Of course, the profits of the voting company are also staggering. p>

Related websites

The "Fans" website provides a platform for "fans" to not only chat with everyone about their favorite artists, but also sometimes share their own experiences in chasing stars. The organization launches ticket purchasing - group buying, allowing "fans" to buy the tickets they want to see at a lower price. The fan network also attracts advertising fans due to its popularity, and can also sell virtual items to gain profits. p>