At 0:00 on April 25, the personal single "Light Dot" by Xiao Zhan, a highly criticized top traffic artist in the past two months, has zero publicity and zero warm-up. Suddenly airborne QQ Music, Kugou Music, and Kuwo Music on three major music platforms . Without any warning, this new EP "Light Spot", which is based on Xiao Zhan's personal experience and invited young and outstanding music producers in North America, still stands out among many popular songs and has achieved many impressive results. As of the 28th, "Spot" has sold more than 30 million copies on the entire platform, with sales exceeding 100 million yuan. The amazing number of still shows to the public that after Xiao Zhan's "Zhu Xian" box office last year was 400 million, he still has huge commercial value as a singer that cannot be ignored.
Xiao Zhan personally designed the cover of the single "Spot"
Although in the eyes of the public, the stereotype that the fan circle is stubborn is deeply ingrained, it is not the case. According to the 43rd "Statistical Report on China's Internet Development Status" released by the China Internet Network Information Center (CNNIC), as of December 2018, the Internet penetration rate in my country was 61.2%, of which only netizens who completed a college degree or above accounted for The proportion of Internet users is 9.9%, and the proportion of middle school students is as high as 26%, followed by self-employed and freelancers with a proportion of 20%. The Internet is as tempting as the real world. Due to the inadequate supervision of some platforms and the low self-protection consciousness of the student groups, it is easy to be agitated by criminals with impure goals and act irrationally.
Entertainer Xiao Zhan has been violent online for two months. Among the organized and planned boycotts of these cyber rioters, the most surprising thing is to boycott Xiao Zhan’s commercial endorsements. For specific behaviors, you can ask Taobao after-sales customer service to issue invoices. And conduct protest demonstrations in a disciplined manner under the brand announcement. But in fact, Xiao Zhan’s new single has achieved an amazing result of over 100 million within 4 days of its release. The actual results prove that Xiao Zhan’s commercial value has not been affected. Instead, he has harvested a group of people who sympathize with him for fighting for the Three Views. .
Netizen composition and age distribution of Xiao Zhan fans
In view of this situation, Xiao Zhan’s opponent team once again applied the MCN marketing model, taking the lead in creating public opinion hot spots, and guiding "underage fans to borrow online loans to Xiao Zhan for sales" Bad winds maliciously discredit fans' normal rushing behavior. And on the 27th, due to the spread of the rumor that He Jiong, who was on the Internet, invited Xiao Zhan to participate in the yearning life, the host He Jiong and the yearning life program group also suffered innocent cyber violence. After Xiao Zhan learned of the situation, the sales index of the single "Spot" not only did not drop, but ushered in a wave of small growth. The data of is supported by the rule of twenty-eight (20% of people create 80% of the benefits) and the big data of Xiao Zhan's fan age distribution, which shows that the fan circle economy is indestructible-that is, the core of older fans with a stable source of income , Is the top priority to support the fan circle economy. That is to say, highly adhered customers (fans) with stable spending are the fundamental reason why brands focus on celebrity spokespersons. The
80/20 rule was proposed by the Italian statistician and economist Wilfredo Pareto at the beginning of the 20th century. He pointed out that in any particular group, important factors usually account for only a few, but not important factors. Therefore, as long as the important minority factors can be controlled, the overall situation can be controlled. After many years of evolution, this principle has become the twenty-eight rule well known in management circles today-that is, 80% of company profits come from 20% of important customers, and the remaining 20% of profits come from 80% of ordinary customers.
During the period of the epidemic, more and more brands tend to choose celebrity spokespersons, hoping to use the fan economy and celebrity effect to boost sales. Including BMW, Audi, Infiniti, Lexus and other luxury car brands, they have also chosen the current popular and well-known artists Yi Yang Qianxi and Zhang Ruoyun as their brand spokespersons. This shows that when the objective environment forces consumers to downgrade consumption, the fan circle economy is still a life-saving straw for some brand sellers.
So what is the fan circle economy?
As early as a few years ago, entrepreneurs with Internet thinking discovered that with the change of consumer consciousness, consumers pay more attention to specialization rather than generalization when choosing products. Large and comprehensive e-marketing websites can no longer attract the increasingly fragmented and “precious” Internet generation. Therefore, small and sophisticated vertical media have emerged one after another, from websites to official accounts, From social media to short video apps. When a business accurately conveys information to the audience, like-minded people can easily get together, spread ten or ten, and then attract more people with the same taste, forming a precise segmented vertical market. The most typical example of
is the current popular fan circle economy. Whether it is brokerage companies, major publicity and distribution platforms, or the fan groups themselves, they interact with each other to form a vertical market centered on idols. Fan circle has its own customers (fans) and channels (fan support clubs), whether it is endorsements, product promotion, or music, film and television works, or even fan-made products, as long as idol-related products are put into the market, they can quickly attract The attention of a large number of target audiences has set off a wave of purchases.
record company: NSM music
Today's fan circle has formed a complete transaction chain integrating production, publicity, distribution, sales and after-sales. Even many "gold masters" will actively participate in the fan circle to obtain better marketing effects. For example, the new Xiaoao Jianghu mobile game launched by Perfect World asked Xiao Zhan to endorse. The game operator cooperated with offline activities through various online announcements, allowing fan clubs to organize fans to participate, with very low operating costs. In exchange for the extremely high number of visits and interaction rates on the first day of the public beta, it drove in-house payment behaviors such as game client downloads and game item purchases. Similarly, when Xiao Zhan released the new single "Light Spot", fans' seemingly "spontaneous" formation of the "group buying" rushing action was also in the precise marketing plan of the publisher NSM Music.
Idol’s capital and foundation
often people sigh, the fan circle is like a small network society. Fans come and gather together because of their favorite idols. The energy and money they put into idols has become the capital of idols. Brands attach great importance to the fan circle economy, which is to use idols and the possibility of being attracted by idols to generate social capital gathered by fans who are unconditionally trusted and bring future benefits to themselves. The social capital of the idol in the fan group reflects the connection and influence between the idol and the fan group. For long-term maintenance, the size of the additional benefits that can be brought to idols themselves and even brand merchants, the external indicators depend on the idol’s reputation, popularity, and word-of-mouth.
The famous American political scholar Robert Putnam wrote in "Bowling Alone: The Decline and Revival of American Communities" that the so-called social capital refers to the sum of the resources or capabilities that humans can mobilize through social networks, and represents wealth. Contrast with the material capital of the means of production and the human capital formed by laborers through education and training. When people use formal social communication, such as meetings, clubs, or informal social interactions, such as small talk, they are increasing social capital. And the more complex the social network, the more differentiated the structure, the richer the chain, the more organizations, the stronger the social capital, and the more beneficial to the country and the people.
"Spot of Light"-Xiao Zhan
Xiao Zhan’s opponent team has obviously seen the complexity of Xiao Zhan’s fan base and the huge social capital of the fan circle. The main indicator of social capital can only be maintained by combating the reputation of idols. , Popularity, and word of mouth to defeat the fan groups and social capital forces gathered around Xiao Zhan. This is exactly the truth behind the scenes that the reputation of actor Xiao Zhan has declined and his reputation has been repeatedly violated in the past two months. And the unconditional trust of Xiao Zhan fans in Xiao Zhan's excellent character is feedback on the trend line where the sales of "Light Spot" bottomed out, and the decline became more and more courageous. Fan Qun's conscious rushing behavior and Xiao Zhan's positive influence are mutually corroborated. It is precisely because Xiao Zhan fans believe in Xiao Zhan's personality that they are willing to give him unconditional love.
Regardless of external rumors, the sales of singles exceeded 100 million in 4 days, which is still positive for the current music market. According to the latest data, although Xiao Zhan is still a fledgling young boy in the music field, given his idol charm and appeal, there are still more than 150w people willing to buy genuine music albums for him and support excellent music through formal channels. The producer’s musical dream. The character of
idol determines the direction and potential of social capital investment
Xiao Zhan fans as a social capital force that cannot be ignored, after this battle, the material capital and capitalists opposite to social capital will be shaken three times. But to manage this share of social capital well in the long run, it is necessary for Xiao Zhan, the idol of the community center, to continue to face huge fans.The group has a positive guiding role.
Xiao Zhan donation certificate
During the difficult period of the nation's fight against the new crown pneumonia in the past four months, Xiao Zhan, a young idol who firmly supports the core values of socialism, has been silently engaging in charity acts. Cooperated with his predecessor Li Yuchun to fight the epidemic theme song "Song Sui Sui Ping", participated in the narration recording of the public welfare promotion film "Thirty Three" led by Zhihu, and donated medical supplies to Wuhan key hospitals. Fans of Xiao Zhan who were influenced by their idols continued to carry out various charity donation activities until mid-April, "Xiao Zhan fans helped Lanzhou Baihe , and helped farmers sell more than 60 tons of lily backlog in more than a week." Obtain official recognition and praise.
From this point of view, as long as the people at the center of the social organization have been guiding positively, social capital will continue to be invested in where the country and the people really need it.
This is the power and meaning of positive energy idols!
