Devott Insights: The Brand Essence Behind “Fans Economy”
Source: Chnsourcing.com.cn View: 281 Date: 2015-06-09

"Apple Fans” lined up to buy iPhone all night long; and “Mi Fans” are maintaining the fans circle of Xiaomi enthusiasticly. Recently, Lephone has once been hottest topic for public and rapidly occupied the hot research list in Weibo. Smart phone is leading the Era of “Fans Economy”. It is easy to find that these brands have tried their best to manage fans and improve product experience for users. For example, Mi fans will share their interesting things in life as well as participate in the R & D and brand construction of products at in Miliao or Wechat. Therefore, fans economy is community economy, which facing with specific users, and gathering people who have same feeling and same value identity in specific areas to make connection and to produce a series of economic activities. There’s no doubt that the high-end state of brand marketing that enterprise brand value can be improved to is the spiritual pursuit. That’s also the essence for brand marketing of “Fans Economy”, which provides extreme users’ experience and then moves it up to emotional connection. However, it is not easy to handle such brand marketing for enterprises. For common enterprises, it will be a good start to provide good products, good experiences and good services. If they do the three parts well, it is not difficult to form a “fans circle” with public praise. Just like Xiaomi was favored by mobile phone enthusiasts initially because of its high cost performance. 

This post is a personal or group view of Research and Advisory members and don't necessarily represent Devott's positions, strategies or opinions.

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