Sports stars + fan economy, can the value of the fan industry force the opening of resources?

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A senior fan station master told the ecosystem: "For stations, now is not the time to start responding to assistance. Everything needs to be explored, the models are mature, and there are many innovations, but our idols are athletes. Although they haven't gone to space yet, fans of sports stars now buy stands, buy space, and do public welfare for their idols. This attitude is no less than fans of entertainment stars.

how powerful is the fan economy? I believe that in recent years, everyone has felt the surging degree of this wave, and the competition among fans in the National Games has also become a new bright spot. In the face of the huge attention and commercial value of the fan brokerage era, is sports as fully accepted as entertainment, or do you want to speak up and miss the opportunity?

original title: what happens when sports stars meet fan economy?

during this period of time, I believe that many people's moments have been scrubbed by Wang Junkai's fans.

not only 70 banks, 500 cinemas and 5000 LED, but also Los Angeles, London and Milan. What is even more exaggerated is that people have gone to space. Probably the "KARRYFOCUS Wang Junkai Base Station" has prepared a satellite for him, which will fly around the 100, 000-foot space boundary with his picture.

fans are full of love and financial resources, which really stunned a group of onlookers. And this growing wave of fans has already swept the sports circle.

Sun Yang, Zhang Jike, Ning Zetao, Chen Essen. With the emergence of "national husbands" one by one, their fan brothers and girls have also made the sports industry more growth points. How is the fan economy of sports stars now? After talking for a long time, watching the heat, will it be disillusioned at last?

2017 Comprehensive Sports and strength list (from top left to bottom right)

fans of sports stars responded, but Ning Zetao, who had not been seen for a long time, finally made his debut at the Tianjin National Games. After realizing his wish to defend his title in the 50m and 100m freestyle, as he said, he has changed from a boy to a man and regained the joy of swimming.

outside the pool, Ning Zetao's fan support group, dressed in uniform equipment, appeared at the Tianjin Olympic Swimming Pool since the preliminary round, witnessing the idol's way to defend his title. Before the start of the competition, they pulled banners and handed out fans and other items printed with Ning Zetao's name to the audience. Reporters at the scene of the National Games also received "special gift packages" from fans, including throat candies, biscuits and thank-you notes.

on Ning Zetao's 24th birthday, his fans bought not only newspaper pages, but also big-screen ads in New York's Times Square for the idol's "Happy Birthday." At that time, the biosphere wanted to know more about them, but only got a low-key response: "Hello, what we do is what fans do for idols, and it's not worth publicizing."

not only Ning Zetao, but Zhang Jike's fans also bought media pages in 11 cities to celebrate his 29th birthday and put offline birthday ads for him. In addition, Ding Ning's birthday coincided with the table tennis China Championships held in Chengdu, and fans also bought platform advertisements at Chengdu Station to celebrate their idols.

although we haven't gone to space yet, fans of sports stars are now no worse than fans of entertainment stars for their idols, buying pages, and doing public welfare. The support culture of fans has also become a unique landscape in the sports circle.

the screams on the field and the strong fan effect also make everyone in this atmosphere feel the new charm of sports. Whether coaches, athletes, but also said that fans of the aid culture, so that sports have more exposure and topic.

"this kind of fan culture is really a kind of promotion and promotion for a sport, which makes the atmosphere of a sport completely different." As a grass-roots table tennis coach who personally experienced the National Games, Li Zhi still remembers the fans of Ma long and Zhang Jike, and he hasn't felt this kind of blood for many years.

Group tickets, support, crowdfunding. Is the fan operation still professional?

after the Rio Olympic Games, fans of sports stars suddenly poured in. Although it was a little late, it still began to operate quickly, professionally and on a large scale compared with entertainment.

fans gather online, mostly in post bars, Weibo, forums, and so on, which are often fragmented operations. once it comes to athletes' competitions or crisis public relations, when they need to play an overall role, the cost of communication is very high. It consumes a lot of energy and the effect of aggregation is not necessarily good. For these stations, it distracts attention and reduces authority.

for more than ten years, fan groups, from sporadic love to gathering, from passive chasing stars to active star-making, from entertainment to sports, are giving rise to a new social economy.

at present, idol is the center, which can be divided into official fan club, fan station, second-class core fans and loose fans according to the viscosity of fans. Among them, the official fan club, fan station and secondary core fans with the strongest stickiness of the head. And the fans of these fan stations, it is not too much to say that they are "loyal fans", and they also have a certain degree of spending power.

fans of sports stars not only respond to aid activities, but also have public welfare content

in fact, the spending of fans as idols is often accompanied by the public opinion dispute of" spending parents' money ". But the two-dimensional girl who likes Zhang Jike for many years and is code-named "Alice with small ears" is speechless when it comes to public misunderstandings about them. "I think there are some post-90s fans who are mentally retarded and criticize that we only know how to spend adults' money."

regarding the fact that the outside world values the purchasing power of fans, she also made it very clear: "I don't evaluate other people, anyway, I am now a part-time anchor, so the crowdfunding for idols, or group tickets, is all earned by myself, and I don't need the support of my parents at all." She added angrily, "it would be rational for us to volunteer to spend money on our favorite idols, and there are many ways to make money, and people who think that we only rely on our parents are too low-minded."

the webmaster of a senior fan station also believes that the fan organizations of sports stars are also operating more professionally. It is very important that the first task of sports stars is training and competition, which has its particularity. Fans of sports stars pay more attention to self-discipline and do not bring any trouble and negative influence to their favorite idol athletes.

there are more and more ways to realize commercial cash based on fan groups, including advertising revenue, online shopping malls and offline ticketing transactions, and online value-added services such as member income. For example, there are many forms, such as star live broadcast payment reward, live broadcast column naming rights and product implantation income, as well as merchants paying the bill, red packets promoted by fans, and so on. In addition, the data captured from Tieba, Weibo, Qzone and other platforms are summarized into fan behavior analysis reports, fan index, and so on. The formation of these fans big data will play a certain role in the market development of sports stars. These data will be used for the C-end market development of sports stars in the future, and the criteria for brand owners to select spokesmen are more scientific and intuitive references.

can the value of fan industry force resources to open up?

although the sports management department is aware of the importance of fan economy, it still has scruples for fans, both from the management department and from the athletes themselves.

after all, with more fans and more noise, athletes who are "training and competition-oriented, achievement first" will be criticized for being unprofessional and entertaining. "We have contacted a lot of sports athletes and management, but they are not very interested in the fan industry, have scruples and are often given the cold shoulder." Said a marketer on a fan platform.

he also said that the fan economy of sports stars seen in the market now is that these support associations are spontaneously doing operational cooperation to expand their influence. The strength of policy and support at the upper level is simply out of the question. Only some relatively enlightened managers and athletes are more supportive of this matter, but it is also very limited.

recently, the 2017 Forbes China Celebrity list has just been released, which combines income, exposure, influence and other indexes, but Sun Yang is the only one in the top 100 sports circle, ranking 69th. This is enough to reflect the current situation that sports have not yet made proper use of fan economy.

members of the Ning Zetao fan group at the National Games

before the start of the Rio Olympic Games, Ning Zetao had a disagreement with the Swimming Management Center because of brand advertising endorsements, and nearly lost his qualification for the Olympic Games. After that, although he successfully entered Rio, the result was not good. In the documentary broadcast by CCTV later, the hidden contradiction with the competent department made him once again become the focus of public opinion.

Ning Zetao's fans, in order to return their idols, specially produced an analysis and review of Ning Zetao's related events, and published them publicly on social media, which brought a lot of public opinion pressure to the competent authorities. This kind of pressure of public opinion may have never been seen in Chinese sports circles. Perhaps because of the impact of these events, all parties are afraid of the power of this group. can this really promote the progress of the sports industry, or can it become the vanguard of public opinion? It's hard to say.

although only fans spontaneously seek to grow in the market, its group user value is forcing China's sports market to respond. After all, these lovely fans and girls have considerable spending power for sports events, athletes and sports periphery. In the face of development, no one wants to be a link of economic value in the process of sports industrialization and finally become a disillusionment.

Edit: mary