After the “Qinglang” action, the traditional fan circle culture gradually declined, but the gameplay of the fan circle was cleverly “inherited” by entrepreneurs. Recently, the fan culture of entrepreneurs such as Liu Qiangdong and Lei Jun has attracted widespread attention. This article will explore how entrepreneurs can consolidate their market position and expand their influence by creating personal IP, creating a clear stream image, and leveraging the power of fans. At the same time, the article also analyzes the problems and challenges that this “entrepreneurial fan circle” may bring, as well as its impact on the public opinion environment.
After “Qinglang”, the fan circle is no longer as glorious as it used to be, but the fan circle is not without successors. At this time, when the black and red of domestic entertainment are disappearing, entrepreneurs stepped forward and decided to become idols.
In the past week alone, Lei Jun, who temporarily left social media for more than a month due to the Xiaomi car accident, posted his fitness routine on Weibo; Yu Donglai, who was so angry that he quit the Internet by the Internet celebrity “Chai Zhen”, lifted the private status of his Douyin account three days later; Liu Qiangdong, who did not deliver food in Beijing, turned out to be going to Tokyo to deliver food. I saw him wearing a pig man and a QR code on the streets of Roppongi, and unexpectedly, a new batch of chance encounter materials were born.
An era of fans belonging to entrepreneurs is rising.
It’s hard not to be reminded of the last era of star entrepreneurs. Regardless of the size of the business, only in terms of its public popularity, there are Wang Shi, who speaks for the Grand Cherokee, Jack Ma, who tells the public about success, Chen Ou, who speaks for himself, and even Jia Yueting, who suffocates for his dreams.
But after 2015, the entrepreneurial circle was actually silent for a long time. The big bosses suddenly found themselves to blame at every turn, not “entrepreneurs” but “capitalists”, and they were no longer keen to take the initiative to speak out, and they were less and less interviewed by the media. At the same time, the era of traffic in the entertainment industry is rolling in. This kind of growth and loss is really interesting.
As there are more and more comparative discussions about who is better at marketing between Liu Qiangdong and Lei Jun, and which one is more unaffordable to provoke Dong Fan or Rice Noodles, we know that the ten-year period has arrived, and a new era of entrepreneurs has arrived.
What does a product manager need to do?
In the process of a product from scratch, it is not easy to do a good job in the role of product manager, in addition to the well-known writing requirements, writing requirements, writing requirements, there are many things to do. The product manager is not what you think, but will only ask you for trouble, make a request:
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This time’s star entrepreneur craze is distinctly different from the previous cycle. Don’t look at the people or those “old people”, the style of play and the psychology of the audience have completely changed. The last time entrepreneurs were mass stars, people fantasized about being them. This time the entrepreneurs are idols in the fan circle, and fans are looking forward to them coming to “rectify domestic entertainment” – oh no, it is to rectify takeaways, live broadcasts, cars and sanitary napkins.
In particular, Liu Qiangdong, who entered the takeaway circle high, fully shows the fatal attraction of male frequency refreshing narratives to male users. In order not to make your skills rusty because of the lack of internal entertainment, Mr. Hard Candy tried to analyze: the fan circle is orthodox, but it is actually “sending the fan circle”.
Data male worker
Some media peers use data female workers to call Dong Ge fans on the Internet, but judging from the account information and expression, this is obviously a group of data male workers, “Dong Ge’s brothers”.
Not surprisingly, this should be a group of pure masters who usually criticize fans for being brain-dead and driving away customers, but since they have become fans, everyone also shares the characteristics of the fan circle, just like Wu Yifan’s fans and Liu Qiangdong’s fans believe that his brother was “jumped by immortals”. Hard Candy Jun would like to call it the three realms of the fan circle: you believe it, others believe it, and the world believes it.
If you believe in yourself, you must believe in high houses and high mountains and flowing waters. We ordinary consumers are whoever has a coupon to use it, and whoever delivers it slowly will be abandoned. But once you become a fan, what is it to wait for an hour when the food is cold, but you have to support it and rush sales for your brother.
At this time, the advantages of being a fan of Brother Dong are reflected, and the moral commanding heights are immediately standing. I am promoting fair competition in the market, it is a super-micro revolution to defend labor rights, and it is to support people who truly seek the welfare of the people with actions. This is a takeaway eat, and the sense of self-worth and social responsibility has also soared.
Although the banner is beautiful, we old fan circle people can understand at a glance that Dongge’s fans’ care for merchants and riders is similar to our domestic entertainment fans who are worried about the future of Chinese dramas. Real riders and merchants rarely become fans, after all, this is their own livelihood.
Under the banner of morality, Dong Fan is actually intoxicated by Dong Ge’s perfect male frequency narrative – starting a grassroots business, becoming the chairman, marrying Bai Youmei, returning to his hometown, and now even the great man of chivalry is for the country and the people.
Looking at the favorite sentence of Dong Ge fans, “There is no desire for money, it is all ambition to go down in history”, you know how many “Three Kingdoms”, “The Godfather”, and “Celebrating More Than Years” have been secretly added to his imagination. Then it is easy to understand that it is Dongge controlling comments, pulling banners, printing posters, and charging JD meal cards.
Lei Jun created a perfect female frequency male protagonist, and Liu Qiangdong is a male frequency Shuangwen holy body. It doesn’t matter if the circle is self-cute these days, and the reason why the fan circle is annoying is often because they have to chase after others to believe it.
In other words, Dongfan has become a new gang. The so-called gang culture is to unite with the outside world.
Nowadays, ordinary users and merchants have a little complaint or even just a suggestion for JD.com’s takeaway, and it is inevitable that they will be said “how much money did you charge Meituan” and “the water army came to wash the floor again”.
The voices of some Meituan riders are the front line of Dongfan’s anti-gang control comments, “kneeling for a long time and feeling that the people standing are wrong” and “slaves speak for the landlord”. At this time, isn’t it a labor family? The co-author himself doesn’t know where to go to work, so the keyboard man stands tall and sees far.
And even if we are willing to do the silent spiral of the Internet, we will inevitably be strafed. A typical narrative is the literature of “If Brother Dong is defeated”. “If Liu Qiangdong is defeated, all the bitter fruits and grievances of society in the future, and all the people at the bottom deserve it.”
Domestic entertainment fans laughed at passers-by for not being able to eat “chaff”, and Dong Ge fans directly said that I deserve to suffer.
We endured a few sour words, but fans still have a third realm, which is almighty narcissism. The world also revolves around his logic, making his own fantasy a self-fulfilling prophecy.
For a time, Hard Candy Jun saw a suspected water army comment with similar words under various topics:
“JD.com is the greatest company in the world, and Liu Qiangdong is one of the greatest entrepreneurs in the world.” Click on the homepage to see, American beauties have also come to support Brother Dong? It seems that Dong Ge’s charm in the United States is still there.
It can be described as “where is the reason why such entrepreneurs don’t win”. Domestic entertainment fans will take the initiative to fight for resources for idols, and Dong Ge fans will not have a teacher.
while incarnating as a merchant, “I am a merchant, I will add two more pieces of meat to JD.com’s takeaway, and deduct it from Meituan’s takeaway”; While changing the security guard, “I am a security guard, JD.com can ride in, and Ele.me Meituan can walk in.”
The clear stream descends to the world
So, how does such a fan team be formed? Fans love to say that they start with appearance, talent, and loyalty to character, and Liu Qiangdong’s entrepreneurial IP creation actually follows a three-step approach: starting from the moral high ground, trapping in the grassroots narrative, and burning with the courage to fight the opponent.
Almost all idols appear in the form of “clear streams”, and they have to “rectify domestic entertainment”, and JD.com is even more of an old rectifier. From e-commerce all the way, Brother Dong has fought a “moral war” all year round, standing on the peak of morality all year round, until he accidentally stumbled.
Entering takeaway, Brother Dong set off “three fires” as soon as he made a move: to pay five insurances and one housing fund to riders, care about food safety and only do dine-in restaurants, and 0 commission to let merchants make money. And almost every of the above items is officially announced, actively participated, and continuously followed.
But just like the final battle report of domestic entertainment, this kind of clear stream narrative is also a kind of truth with many qualifiers: only a few full-time riders can get five insurances and one housing fund, and 1.3 million Dada riders are waiting to be fed, most of which are crowdsourcing; Pure takeaway shops and even ghost takeaways also exist, and even cause official supervision to directly criticize; Merchants also found that zero cost is a slogan, and the subsidy gradually has to be paid by the merchant in half, and it seems that there is not much difference from the other two platforms.
As long as the truth of emotions is replaced with the truth of the business, and a large number of promises that do not care about reality can be met by the excessive expectations of fans.
These industrial saccharin scattered indiscriminately are enough to make Dongfan believe in death. Every day, I watch the video of Brother Dong personally delivering food, the video of Brother Dong and the rider brothers drinking and chatting, and the video of Meituan Ele.me riders running away at night, while reading the story of 76 eggs sent me to read books, and giving the old people in the village 10,000 yuan per person every year…… This is the most standard male frequency cool narrative, abusing fans with one hand and admiring strength with the other, accurately meeting the emotional needs and self-substitution of the audience.
At this point, the character design and fan building are basically completed. But we old domestic entertainment people all know that a real fan circle team must be trained frequently and have someone to fight, otherwise people’s hearts will quickly disperse and the voice will drop quickly.
In and out of the circle
Why is the fan circle “generalized”, and why are more and more people eager to “believe” something?
Going further, it is probably the legacy of the idea of “Master Qingtian”, making a wish to Lei Jun and charging for Brother Dong, believing that they will sweep away the market and recreate Qingming; Closer to it, it is also a general anxiety psychology, modern life is full of uncertainty, and people always have to find identity in the collective.
Once you become a fan, there are two most natural psychological needs: one is to prove that your choice is correct, and the other is to prove that your group is strong. Both point to a result, that is, it is difficult to tolerate slight differences in positions, which is also the reason why Dongfan is gradually becoming a gang.
In the fan circle, it is necessary to clean the interior frequently to eliminate those who are not iron enough.
For example, some JD.com brand fans, or Dongge career fans, sometimes find a pure takeaway shop, or the business is just starting to make mistakes, so they point out the problems in the current business and kindly remind them that “Dong Ge has been deceived by the people below again”, but they are likely to be beaten by iron-blooded fans as “anti-loyal” and “sunspots”.
Recently, Liu Qiangdong re-emphasized the “brotherhood” because of the feat of giving social security to riders, even if the riders are called “bottoms” in Dongge’s circle of friends and JD.com’s blackboard newspaper, the brothers still shout that the savior is here and forgive JD.com.
But this brings another problem, the fan circle has re-established consensus, what about outside the circle? Brothers are at ease, what should sisters do?
In last year’s letter to all members calling for struggle, brothers were called 19 times. In 2019, in the small composition of “The Story of the Floor Alarm Clock”, I deeply missed the days of fighting with my brothers. Recently, Brother Dong gave a hot pot speech with wine and joy, in just a thousand words, and called brothers and little brothers 17 times. Judging from the scene, there are only a handful of female delivery workers.
A female delivery man bluntly said in the comment area, “It has nothing to do with me, after all, JD.com riders only recognize delivery brothers, and there is no female delivery person.” ”
Today’s entrepreneurs are increasingly inclined to create distinctive and even extreme personas. However, the clearer and more accurate this image is, the more likely it is to cater to a small audience while alienating others. It’s hard to imagine that Taobao or Pinduoduo would cause fierce protests because they asked Yang Li to endorse them, but in the “brother” JD.com, this kind of thing will happen.
Only when the emotional concentration is within a certain limit can rational discussion be carried out. Creating entrepreneurial IP and chasing stars is essentially a game of moving emotions. Once the emotions are on the top and the combat power is verified, once it becomes a cult of personality, no one can stop the car.
This has caused a continuous decline in the perception of passers-by outside the fan circle. Sometimes I hate a person or a brand, just because I hate fans whose hands are stretched out too long.
For example, Meituan users eat chicken buttocks and chicken legs to JD.com, and there are actually 11,000 likes. Hard Candy Jun knows that this is at most a fan scare, and real merchants will not do business like this. But how to say that old saying, don’t bite or respond to people.
In the past year, the boss traffic has indeed allowed a number of companies to enjoy dividends. However, when entrepreneurs and business operations also enter the pink and black struggle, the impact may be worse than the traffic era of the entertainment industry.
After all, you can skip the smoky gossip and mediocre film and television dramas, but the products of large enterprises are daily uses. Small bugs often encountered in consumption, complaining and suggesting, are also suggestions and even supervision for enterprises, but now they also have to worry about fan control and reviews.
The recent ups and downs of Lei Jun and Yu Donglai in the field of public opinion have actually sounded the alarm for the beginning of entrepreneurs’ fan circles. Topic traffic is indeed addictive, but no one can fully control the power of the fan circle. What is called “one pink top and ten blacks”, and finally it is also recommended that the “East Brothers” take good care of the East fans.
