Top of the Great Era

Chapter 1517 Consumers and fans
For Zhou Buqi to be Jieyu Media, one of the most important goals is to restrain and restrict the development of fan circle entertainment. This is really fatal to the domestic film and television industry.

No matter how much nonsense there is in the entertainment industry, it is better than the one in the fan circle.

In the final analysis, movies, music, and TV dramas are all cultural products, within the scope of art.Many classic film and television works and music works are really artistic treasures for all mankind.

But the rice circle is different.

This has nothing to do with art.

Any career has a great pursuit, such as filming, wanting to become the greatest actor, the hard work and dedication behind it are the same as a successful entrepreneurial venture.

But the fan circle did not.

Fanquan is a bit like a pyramid scheme.

There is a national organization, and then a pyramid structure, which is continuously managed downwards, and millions of fans are gathered through various communities to form a huge social force.

Of course, the rice circle is not impossible to exist.

Since South Korea was established with culture in the 90s, South Korea's entertainment industry has been booming, and the export of rice circles has become popular in Asia.

But one thing is that the Confucian culture in Korea and Japan has not been eliminated, and there is still a strict hierarchy in society.In the entertainment industry, fan circle entertainment is the lowest existence.

Serious movie and TV actors, as well as singers and dancers, are all contemptuous and disdainful of this fan circle entertainment of the idol group, and should stay away from it.

People are equal, but artistic value and industry value must be high or low.

Only in this way can the entertainment industry develop healthily.

The domestic entertainment industry has never been industrialized and industrialized, just like the grass-roots team, who can make a fortune here and there.Once the Korean and Japanese rice circle culture came in, coupled with the Internetization of the entertainment industry, it directly destroyed the grassroots team in the past.

When Zhou Buqi gave a lecture, he also thought of what to say, and suddenly remembered this.

It is necessary to explain clearly the logic of the Internet's flat rice circle.

But how to solve it, so far there is no good solution.

Zhou Buqi said: "Minority communication is to form small circles. Star fans in small circles will have strong organization and discipline. It may take many years for a star in mass communication to become popular, but The model of niche communication... just like Girls' Generation, it has only been two years since its debut, and it has already become popular all over Asia."

Xu Baihui was very curious about this, "Koreans still do it differently,"

Zhou Buqi said: "Korean people don't understand deeply, so Girls' Generation's scale and influence are far from enough. If I say, use Internet thinking to remove all middlemen, then you can burst out with huge capabilities. In the past, there were a lot of middlemen between stars and fans, such as brokerage companies, sales companies, operating companies, brand companies, etc., but the Internet can flatten all these middlemen. Relying on social platforms such as Weibo, Tieba, and Helo groups , It directly connects stars and fans. It is more organized and disciplined, and the combat effectiveness is very strong!"

At this time, He Yang raised his hand.

Zhou Buqi smiled, "Old He, can you say a few words?"

He Yang said with a serious expression: "You are very good, 'community + product' is the essence of the industrial Internet. The 'community + Girls' Generation' model, good fan management, reverse detonation, can indeed burst out very powerful power. However, this power is too powerful."

"Ok?"

Zhou Buqi raised his eyebrows.

He Yangdao: "Many big stars have tens of millions of fans. If, as you said, they operate in the country in the form of a pyramid on the Internet, it will be an uncontrollable social force. "

Xu Baihui didn't take it seriously, "The entertainment company restrains the stars well..."

Zhou Buqi interrupted her, and said in a deep voice: "That's right, Lao He is right. This kind of model is uncontrollable. No matter whether this kind of star is good or bad, this kind of nature is intolerable in our country. "

So, ah, the experience is accumulated a little bit.

Zhou Buqi also learned a lesson.

The development of the fan circle was curbed, and it wasn't just those celebrities who did a lot of wrong things.It's just a little star, how could it be wrong?Among the entertainers in the entertainment industry, who is free from stains?

Most importantly, this Internet-based "community + product" model allows celebrities to have a powerful social force that is not controlled by the authorities.

How can a small star possess this kind of vertical power that responds to millions of people?

For example, a traffic star made a serious mistake and was punished by the law, and his crazy fans almost made trouble.Fortunately, his family and brokerage company were sober enough to deal with it in time.If you are a bit confused and deal with it too late, with the impulsiveness of those hot-blooded young fans, something might happen.

This is a huge hidden danger to social security.

A bouncing little star who hasn't gone to school much, how bad can it be?How good can it be?Whether it's good or bad, it's pretty much the same, and it doesn't allow this group of people to have unimaginable social power.

In my previous life, because the authorities didn't understand the power of the industrial Internet at the beginning, and they didn't understand the "Internet + entertainment" model, they directly detonated the fandom culture in society.

Later, when I discovered the reason for this, I was shocked and rushed to supervise.

This is the opportunity!

This time, Zhou Buqi became happy.

He is still trying to find a way to control the development of the domestic fan circle culture, and guide the domestic entertainment industry to the correct industrialization and industrialization development path similar to Hollywood.

But the industrial Internet is the trend of the times. Relying on his personal and Jieyu Media's strength alone may not be able to compete with the general trend of the times.

If other entertainment companies are making fan circles and Jieyu Media doesn't, then I will be the one to suffer.

it's good now!

After He Yang's reminder, Zhou Buqi found a breakthrough!
Find the authorities to plan ahead!
Supervise the policy as soon as possible, so as not to get out of hand.

Relevant departments don't understand the industrial Internet, but Zhou doesn't. As a bigwig in the Internet industry, his suggestions and analysis will definitely be highly valued.

Then, various policies can be introduced to reasonably and correctly guide the healthy development of the domestic entertainment industry.

The Internet industry does not need to take the blame for the uncontrollability of the fan circle.

Zhou Buqi waved his hand and said with a smile: "I'm not saying that Jieyu Media is going to do this, I just took Girls' Generation as an example to illustrate the operation idea of ​​'community + product' under the Internet thinking. Girls' Generation is like this, The same goes for mobile phones, drones, and blind boxes. For example, how to sell the Manchester United blind box best? The most important thing is to manage Manchester United fans well and make good use of the online community and online fan organizations.”

Liang Rubo raised his hand again, and after getting the permission, he talked eloquently: "For the fans, the most important product is the club, and the player blind box should be classified as a subordinate product under the big product of the club. Therefore, a good management of the community The fans are actually the responsibility of the major clubs. However, European clubs may not understand the Internet, and may not be good at using the flat structure of the Internet to manage fans. They still need to use various non-governmental organizations and organizations to help manage fans. Following the model of the agency’s official website, Ziweixing Digital Media will help major clubs manage their many online community platforms, and help them manage the fans of their clubs. Then, we can transform from a consumer economy to a fan economy.”

From the consumer economy to the fan economy, such a title has already appeared on the PPT, which is the next topic of Zhou Buqi's class, but it is obvious that Liang Rubo has already understood this concept.

Compared with the "participatory consumption" and "community + product" in the previous topic, the concept of the industrial Internet with a flat Internet structure, the fan economy is already a hot topic in the world today.

Zhou Buqi said: "This idea is very good, let's discuss it later. Now let's hurry up and talk about the topic of consumer economy and fan economy. This issue has been discussed a lot in the United States, and it is also a Jobs phenomenon. Let me first Just tell me what's going on..."

What is a consumer?
What consumers pursue is high quality and low price, not only better products, but also lower prices.As for whether the product will be profitable or whether the manufacturer can survive, this has nothing to do with consumers.

What is a fan?

Zhou Buqi gave an example.

It is said that there are two concerts held at the same time, one is Jay Chou's and the other is Lin Junjie's.

If you are a consumer, you will choose one of the two, and the lower the price, the better.

If you are a fan, this is not a multiple-choice question, you will only follow your favorite stars.Moreover, the price is not as low as possible.

If Jay Chou's fans find out that the price of concert tickets next door is higher than here, and the audience is more than here, they will be very disappointed.How good is that from a consumer standpoint?You can not only listen to your favorite music, but also spend less money to buy tickets, so there are fewer audiences and it is not crowded.

But fans are different, fans have emotional attributes.

Fans and stars stand together, and fans will regard the interests of stars as their own.If Jay Chou's concert is compared to JJ Lin's, they will be very sad. The idols are the losers, and they are also the losers as fans.

When a product is launched on the market, only by selling it to fans can the maximum profit be obtained.If it is sold to consumers, wait to be harassed by all kinds of trivial matters.

Moreover, fans are more inclusive.

If a product has many flaws, consumers will criticize it mercilessly, but fans can tolerate such flaws, and at the same time, they will spontaneously find reasons to convince those consumers.

In the future, any popular product will be inseparable from the fan economy.

Zhou Buqi said: "As living standards get higher and higher, more and more people begin to pay for emotions rather than products. When Jobs launched the first-generation iPhone, the whole world was not optimistic about it, and even received The cynicism of the traditional mobile phone industry. However, after the launch of the iPhone 1 with many problems, it quickly detonated the market. Why did it detonate? This is what I just said. Reverse detonation is a typical fan economy. After Jobs regained control of Apple, he launched a number of attractive products and formed a group of fans who believed in Apple. These fans rushed to buy iPhone1 when there were many problems. What they buy is not the iPhone, what they buy is the emotion for Apple products. If you want to make money, please turn consumers into fans.”

(End of this chapter)