粉丝经济 / Fan Economy

粉丝经济泛指架构在粉丝和被关注者关系之上的经营性创收行为，被关注者多为明星、偶像和行业名人等。粉丝经济是一种通过提升用户忠诚度，优化口碑营销效果来获得经济效益和社会效益的运营模式。

粉丝经济的核心是情感资本。消费者在粉丝经济中起主导作用。

「应用场景」

全力押注社交病毒式传播。

Go all-in on a social, viral approach.

如果让西方营销者在不使用传统广告渠道的情况下——没有电台、电视、数字、广告牌、印刷媒体或其他常见渠道——立即提高知名度，他们会怎么做呢?中国很多营销者正是这么开始的。他们认为通过社交互动内容实现的病毒式传播速度更快，成本更低，并且比广告效果更好。

What would Western marketers do if they were told to drive immediate awareness without using traditional advertising—no radio, TV, digital, billboard, print, or other common channels? This is where many in China start. They believe that virality through socially engaging content is faster and cheaper and yields better results than advertising.

KOL被视为对这种营销方式至关重要。“在中国，使用KOL营销的强度相比几乎任何其他国家都非常独特，”尼尔森董事总经理维沙尔·巴里说，“它不仅仅是一个KOL在社交媒体上分享某个东西。他们现在做很多直播和流媒体，粉丝可以与他们进行互动。你可以实时看到关注、吸引和品牌影响。KOL开始涉猎体育、电视剧、游戏、直播......无处不在。”确实，中国的“粉丝经济”——明星和网红可以通过带动他们代言商品的销售而靠名气赚钱——比西方的Instagram文化更加发达，并且是重要得多的营销工具，甚至超过卡戴珊这样的超级巨星的影响力。

KOLs are seen as critical to this approach. “The intensity associated with using KOLs in China is unique relative to almost any other country,” said Vishal Bali, managing director of Nielsen. “It isn’t just a KOL sharing something on social media. They now do a lot of live-casting and streaming where fans can interact with them. In real time, you can watch sign-ups, engagement, and brand impact. KOLs are starting to cut across sports, dramas, gaming, live drama…everywhere.” Indeed, China’s “fan economy”—in which celebrities and other major social influencers are able to monetize their fame by driving purchases of items they endorse—is far better developed and a much more important marketing vehicle than Western Instagram culture, even for megastars like the Kardashians.

《西方营销者可以从中国学习什么》

 金伯莉·惠特勒

2019年7月刊

“What Western Marketers Can Learn from China”

by Kimberly A. Whitler

编辑：马冰仑